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Mastering Social Media: Workshop 2 Exercises - Social Media Strategy Development

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Exercises for Workshop 2 'Mastering Social Media Programme' - Social Media Strategy Development

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Mastering Social Media: Workshop 2 Exercises - Social Media Strategy Development

  1. 1. Mastering Social Media‘Stop and Reflect’ ExercisesWorkshop 2: Social Media Strategy Development Dr. Jim Hamill Alan Stevenson Vincent Hamill www.energise2-0.com June, 2011
  2. 2. The following exercises will form the basis of your Social Media Strategy. Please review and complete inyour own time:Exercise 1: Social Media Vision ...........................................................................................................3Exercise 2: Social Media Objectives, KPIs and Targets ..........................................................................3Exercise 3: Customer Mapping and Segmentation Analysis .................................................................5Exercise 4: Social Media Priorities.......................................................................................................6Exercise 5: Organisation, People and Resource Issues .........................................................................7Mastering Social Media Session 2 Page 2
  3. 3. Exercise 1: Social Media VisionInsert here a clear ‘vision/mission’ statement covering your future social media activities. You shouldrevisit this once you have completed the rest of the exercises.Exercise 2: Social Media Objectives, KPIs and TargetsUse the following template to document your Social Media Objectives, KPIs and Targets. To simplify,agree your KPIs and Targets for Priority 1 Objectives only, at least initially.Social Media Priority KPIs TargetsObjectives (1 to 3) A. Market/Customer Knowledge & InsightMarket research/knowledgeEnhanced customer insight/understanding B. Engagement & Reputation ManagementCustomer dialogue; engage with andenergise key customers and influencersCustomer feedback and commentReputation management C. Enhanced Customer Experience and LoyaltyImproved customer experienceMastering Social Media Session 2 Page 3
  4. 4. Social Media Priority KPIs TargetsObjectives (1 to 3)Building brand loyalty, retention andrepeat businessCustomer advocacy D. Sales/Marketing Effectiveness, Efficiency and ROIIncreased salesImproved marketing effectiveness,efficiency and ROIBuilding a ‘Quality Customer’ base – astrong online network of high value, highgrowth potential customersInternationalisation E. Operations/ Internal ProcessesEngage and co-create new productdevelopmentUse of open source and hostedapplications to reduce costs and improveinternal operational efficiency F. OthersMastering Social Media Session 2 Page 4
  5. 5. Exercise 3: Customer Mapping and Segmentation AnalysisUse the following template to undertake a Customer Mapping and Segmentation Analysis Customer Importance Strategic Social Media Group (H/M/L) Objectives StrategyMastering Social Media Session 2 Page 5
  6. 6. Exercise 4: Social Media PrioritiesAgree the main social media actions and initiatives you need to take to achieve your agreed objectives,taking into account priority customer groups. For each action/initiative, state clearly the overallobjective to be achieved, KPIs and targets.Key Initiative / Actions 1 Overall Objective KPIs TargetsKey Initiative / Actions 2 Overall Objective KPIs TargetsKey Initiative / Actions 3 Overall Objective KPIs TargetsKey Initiative / Actions 4 Overall Objective KPIs TargetsKey Initiative / Actions 5 Overall Objective KPIs TargetsMastering Social Media Session 2 Page 6
  7. 7. Exercise 5: Organisation, People and Resource IssuesIn this section you should address the key organisational, people and resource issues underlying asuccessful social media strategy. Consider the following:  Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before doing social!’  Is the right organisational and decision-making structure in place?  Has agreement been reached on resource allocation?  Who will be responsible for your social media activities?  What balance has been agreed between internal and external roles and responsibilities?  Who is the Social Media Champion?  Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’, ‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects? Issue Response Insert here a summary of the key organizational issues that need to be resolved: Organisation Insert here a summary of the key people issues that need to be resolved: People Insert here a summary of the key resource issues that need to be resolved: ResourceMastering Social Media Session 2 Page 7

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