Social Media Strategy - Worksheets

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Kristin Sharp
8 years ago
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1 Social Media Strategy - Worksheets Organisation: Approximate staff size: Social Media Project Contact: Position/Title: Tel. Web : Approximate gross revenue: Fax: This worksheet is meant to be used as a guide to help you develop a social media strategy for your organization based on the SOCIALSTRAT Social Media Planning Training program. It is for your own personal use so feel free to modify or expand on the content as necessary. We will be covering the following topics: 1. Defining social media objectives 2. Customer segmentation 3. Designing an integrated communications plan 4. Platform evaluation 5. Implementation management 6. Metrics and ROI The format is designed to answer specific questions related to your particular organization. The focus is on key principles and concepts that you can then apply and specify for your particular circumstances and needs. _ *The training program is also designed to be used by many different types of organizations, including not-for-profit, for profit and governmental agencies. If you would like help with design, training or implementation of a professional social media strategy, we would be happy to design a program tailored to your specific needs. Terrance Barkan CAE tbarkan@socialstrat.org

2 1. Defining social media objectives What is your organization s vision / mission? (Use your own words to describe your primary organizational objective(s)) How would you describe success for your organisation if your expectations for social media were realized? What is it that you want or expect social media to do for you? Think big... Describe measureable outcomes... SOCIALSTRAT is a division of GLOBALSTRAT 2

3 2. Customer segmentation Identify the key stakeholders / customers for your organization. NOTE: List the most important / critical stakeholder group first. Identify if this is an individual or an organization. Then describe the key characteristics / attributes of this stakeholder from the stakeholder s perspective. Stakeholder Type (Organization / Individual) Description (Use the primary, most important characteristics that define this stakeholder. What is the most important topic to the stakeholder?) SOCIALSTRAT is a division of GLOBALSTRAT 3

4 3. Designing an integrated communications plan List your primary communication channels with your stakeholder groups, the frequency and who is responsible for that message/channel in your organization. Note: List all touchpoints with your stakeholder groups Channel ( , blog, direct mail, Twitter, Facebook, Website) Frequency (d/w/m) Owner (department or individual) SOCIALSTRAT is a division of GLOBALSTRAT 4

5 4. Platform evaluation Your technology platform will need to support your social media strategy and implementation. Please list all of the customer management and social media tools your are currently using and what you are using them for? System (CRM, AMS, CMS, SocMed)* Source (Hosted, In-House 3rd Party, Custom Coded) Use (Primary purpose and application) *CRM = Customer relationship management AMS = Association Management System CMS = Content Management System SocMed = Social Media Application SOCIALSTRAT is a division of GLOBALSTRAT 5

6 5. Implementation management Identify who is the social media project manager for your organization, if anyone? Identify those that are responsible for the editing and message control for output to or through social media channels including and if they are part of the team? Have a budget and staff resource been allocated to support social media strategy? Project Owner: Project Team Members: Primary Objectives (max. 5): Start of project: Deadline for phase 1 implementation: Budget and manpower allocated? (Y/N) Strategy defined? (Y/N) SOCIALSTRAT is a division of GLOBALSTRAT 6

7 6. Metrics and ROI Consider how you are currently measuring the results for each of the following activities / areas of focus: AWARENESS Gaining the attention of new, qualified prospects or gaining the attention of your customer/member community to new products and services. CONSIDERATION Influencing the decision process of your customers / prospects / members to make positive buying decisions. CONVERSION Capturing a transaction, usually online payment by credit card. (i.e. measuring the rate of sales to queries, or shopping cart abandonment rates) CONSUMPTION The delivery of the product or service by the supplier and the consumption by the consumer. (i.e. satisfaction measures) WordOfMouth (WOM) The echo effect from your consumers, positive and negative, in the broader marketplace or public. SOCIALSTRAT is a division of GLOBALSTRAT 7

8 SUMMARY What are the three (3) most severe challenges or obstacles to using social media for your organisation? What are the three (3) greatest opportunities to using social media for your organisation? What do you feel are the three (3) most important short term steps you need to take in order to realize your social media strategy? SOCIALSTRAT is a division of GLOBALSTRAT 8

How to develop a successful Social Network Strategy

How to develop a successful Social Network Strategy By: Terrance Barkan CAE Globalization Strategies llc Social Technologies are rapidly changing how people communicate, collaborate and associate. Does