How to develop social media strategy
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CPC&
How to develop
SOCIAL MEDIA STRATEGY
Charlie Pownall | CPC & Associates Ltd
SINGAPORE | February 2014
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Social media is a strategic imperative
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Social media is not about…
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Or about…
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How social media is being used
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Source: Social Media Examiner - 2013
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How social media can be used
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Source: McKinsey - 2012
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Social changes behaviour
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Impacts reputation
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Means dialogue
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Requires integration
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Social media strategy process
1
DEFINE
LISTEN
2
3
PLAN
ORGANISE
4
5
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PREPARE
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1.
DEFINE
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DEFINE
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•
Business challenge(s)
Communications challenge(s)
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2.
LISTEN
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LISTEN
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Reputation
Share of voice
Influencers
Relationships
Opportunities
Threats
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Understand reputation drivers
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Source: Crimson Hexagon - 2012
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Reputation risks
STRATEGIC
SOCIETAL
OPERATIONAL
BEHAVIOURAL
TECHNOLOGICAL
LEGAL/
REGULATORY
FINANCIAL
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3.
PLAN
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PLAN
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Strategy
Audiences
Goals
Metrics
Content
Channels
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Strategy – Brand Sociability
MOT
IVATI
ON
+
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INVOLVEMENT
+
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Objectives
Business
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Sales
Costs
Loyalty
Innovation
Time to market
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Communications
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Awareness
Consideration
Transaction
Loyalty
Reputation
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4.
ORGANISE
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ORGANISE
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Governance
Risk mitigation/management
Crisis & issues communications
Operating structure
Capabilities
Scalability
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GOVERNANCE
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Issue escalation
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