1. A Framework for Social Strategist and Chief Marketing
Officers
By: Kevin Dean

2. Tables of Contents
Social Strategy is not Childs Play......................................................................................3
Your Plan is not a Strategy ...............................................................................................3
Answering the Wrong Question.......................................................................................4
Organizational Impact ......................................................................................................4
Impact on Sales ................................................................................................................5
Impact on Marketing ........................................................................................................7
Impact on Customer Service ............................................................................................7
Impact on Public Relations ...............................................................................................8
Impact on IT......................................................................................................................8
The Strategy Map Fundamentals .....................................................................................9
The Financial Perspective ...............................................................................................11
The People Perspective..................................................................................................12
The Conversation Perspective........................................................................................14
The Platform Perspective ...............................................................................................15
The Internal Perspective.................................................................................................16
The Best Strategy Doesn’t Win!! ....................................................................................17
About .............................................................................................................................19
About the Author ................................................................................................19
About CrushIQ.....................................................................................................19
The Crush360 Strategy Engagement ..................................................................19

3. Social Strategy is not Childs Play
Don’t you just love watching a good sporting event? One Friday afternoon I ran into
my neighbor and asked him if he had any big plans for the weekend? He told that he
was going to watch his grandson’s game. And I replied “Oh that should be fun.” To
which he replied “Have you ever watched a kid’s game?” Take for instance soccer.
The goal and basic principles of the game are always the same. Get the ball through
the goal more times then the other team. But how the game is children play the game
amusingly. They all just run after the ball chasing it around. Oh and don’t forget the
kid who is almost oblivious that a game is going on around them and has become
distracted by something else and seem to just wander around the field aimlessly.
On the other hand watching the Pros play the game is a completely different
experience. It is like a well-choreographed yet spontaneous performance. The pros
know how to move off the ball, when to move to and when to with the ball. The Pros
play with grace and purpose.
Business is a lot like a sporting event. The goal is to win! You want to win customer
preference and create sustainable competitive advantage that yields the desired profit
for the stakeholders. That sounds simply enough, the question is do you run your
business like a child or a professional?
Kids just run after the ball and a lot, if not most people, do that with Social Media.
They say “Oh look! Everyone seems to be building Facebook fans pages. Well maybe I
should to.” So they run to put up a Facebook page. Then they say “Oh look! Google
launched a new site. Let me run over there too.” Or perhaps they are like the kid
scratching his butt on the field saying, “I don’t see why anyone would every use social
media for business.” That’s how kids play the game.
But pros take the game to a completely different level. Phil Jackson who is arguably
the best basketball coach of all time said that basketball games are won and lost in
practice. Practice is where you build your strategy and train to execute it.
Don’t feel bad if you just realized that your approach to Social Media and Consumer
Engagement is childlike. That is where everyone starts out. Remember that even
Michael Jordan got cut from the team in High School. But also realize that even the
greatest players need coaches. This eBook endeavors to be your consumer
engagement coach. Teaching you the fundamentals of a Social Strategy.
Your Plan is not a Strategy
Let’s get down to basics. There is a lot of confusion around what a strategy really is.
Most people get confused and do not fully understand the differences between a

4. strategy, a goal, an objective, a vision, an idea, and a plan. Each of them are disparate
and serve completely different purposes. Add to the confusion by Googling “Social
Media Strategy” you will find that most of the results that are returned are really goals
or plans. They are not really strategies.
Creating a Facebook fan-page is not a strategy. It is not really even a plan. It is an
activity. Getting more twitter follower is not a strategy. It is closer to a goal then
anything else. Creating a content calendar is not a strategy; it’s a plan.
While searching for Social Media Strategy, you will also find a lot of great questions
that you should ask yourself about your organization’s consumer engagement
initiatives. But those questions alone do not constitute a strategy.
Here is the problem with Googling information about Social Media Strategies. The
term is being used as a keyword for Search Engine Optimization and it is not returning
concise actionable information around creating a true social media strategy. Sorry for
all the confusion you have run into.
Harvard Professor Michael Porter has clearly articulated, “The steps and action you
want to take is not your strategy”. Your business strategy is the overarching approach
or method that guides how you will deliver value to the market place and
stakeholders. Plans are fluid, they will need to change and adapt to constantly
changing environmentally conditions. Strategy is solid, they stand steady ensuring
stability while allow for a variety of tactics in order to achieve the end goal.
Answering the Wrong Question
“What is the ROI of Social Media?” Hold your breathe, Count to 10, OK now scream!
First of course you know that to calculate ROI, the benefit (return) of an investment is
divided by the cost of the investment and that the result is expressed as a percentage
or a ratio. Of course you know that determining ROI for anything is nebulous since the
whole nature of ROI calculations make it so that you can be easily manipulated the
calculations to suit any purpose. But before you go and try to answer that question,
STOP!!!
Whenever someone asks you what is the ROI of Social Media, they are really asking
“What is the value of Social Media?”. They are not asking for a mathematical
calculation. They are asking to for you to clearly show them how engaging in Social
Media is will help them meet their Financial objectives. Answering this question is
clearly different from answering a mathematical equation. Once you show how social
media aligns with the stated business objectives then the numbers that you later show
will make perfect sense. To do this you must have a roadmap that helps pave the way
from engagement to financial dividends.
Organizational Impact

5. Social Media has on your on your entire organization. The sales team, the marketing
department, customer service, public relations, Information technology and finance
are all impacted. I it crucial that you understand this impact. It will help you to
appreciate that you must moving beyond thinking about Social Media and start
thinking about becoming a social business. So I will outlineWe will start by outlining
the impact on Sales.
Impact on Sales
To understand the impact Social Media has on sales we first must understand the Sales
Cycle The traditional measures the time it takes to more a customer from the initial
contact until the close of the sale. The sales cycles identify where in the process a
consumer may be in efforts to help sales move the customer along to the next phase
of the process. Social Media make the sales cycles more dynamic. The social media
sales sales goes beyond more customer to a transaction but includes the actual use of
the product or service.
The phases in the Sales Cycle are:
• Discovery
• Selection
• Validation
• Purchasing
• and Use
Lets discuss what is involved in each of these phases:
Discovery
Discovery is the point that a consumer gains and builds awareness of your product or
service. Today consumers gain awareness of organizations and their offerings in 3
primary ways. Those ways are:
• Search
• Word of Mouth
• Advertisement and Product Placement
Search
A consumer could discover your product or service through search. The yellow pages
has become irrelevant people today search for products or services using search
Engines such as Google, Bing or other Social Search Services.
Word of Mouth
Consumers could discover your product through word of mouth. Through a shared
experience from someone within their personal network, a person could gain
awareness of your product or service. Through social media sites like Facebook,
twitter, or Google plus, a consumer may gain exposure to your organization

6. Advertisements
Consumers also discover product through advertisement and product placement.
Online advertising and product placement allows organizations the ability to collect
leads and move prospects into the next phase of the sales cycle. Ads on Facebook or
place in content through Google are an effective way to increase exposure as part of
the discovery phase.
After a consumer has had sufficient exposure to your product and service to arose
interest they next move the the selection phase.
Selection
Consumers have access to an abundance of products and services options to choose
from. During the selection process consumers weed out the products and service that
do not meet their personal preferences and come to a decision of which product or
service that they want to purchase.
Validation
After consumers have narrowed their option down to the item that they intend to
purchase move into the validation process. This is the most extensive phase of the
Sales Cycle. Consumers validate products and service in 3 ways:
• Education
• Network Approval
• Third Party Reviews
Education
In the validation phase consumer educate themselves about the product and service
that they are validating and how they intend to use it. One way that they educate
themselves is through view videos on YouTube of other Social Video Sharing
Platforms. The use of online video posted on site such as YouTube is an effective tool
to educate consumers and help move them through the validation phase.
Network Approval
Consumers want the validation of those whom they associate with. Whether they are
buying a pair of jean, an automobile, or a home the seek validation from the family
and peers. You can help consumers gain network approval by make information about
your offering easy to share on social networks. By incorporating a catchall social
sharing widget into your website you allow consumer to get validation from network in
a manner that works best for the consumer.
Third Party Reviews

7. Through rating and review sites such as Yelp According consumer gain further
validation of a product or service that they are interested in. According to a 2011
survey by BrightLocal.com. 55 percent of U.S. consumers trust a local business more
after reading positive online reviews and 67 percent of respondents say they trust
online reviews as much as word-of-mouth recommendations. One approach is to make
is easy for consumer to unfiltered find reviews of your organization. Consumer realize
that no company will have 100% glowing reviews therefore it is more important that
consumers see how you addressed the negative review instead of attempting to cover
it up.
After consumer have validated your product and service they are ready to more to the
purchasing phase.
Purchase
When a consumer is ready to purchase your products or service you need to make it
easy for them. If your products or services cannot be purchased online then you can
use GeoTargeting service to help the consumer find the best location for them to buy.
In addition you can use insight gain through social media monitoring for cross selling.
One caution regarding cross selling is that items that you are cross selling may also
need to go through the sales cycle and potential loss or delay of sales can occur.
Use
After the consumer has purchased your product or service the experience that they
have with the purchased item paves the way for future sales. Therefore it is crucial that
you have good product and customer support mechanisms in place. This can be done
through Wikis and Forums. In addition your want to make it easy for consumers to
share their experience in order to aid other through the sales cycle.
Impact on Marketing
One of the primary roles on marketing is to communicate the value of an
organizations products or service in effort to drive sales. To accomplish this object
Marketing must identify it’s audience, Create an audience appropriate message and
publish it on the most appropriate channels. The traditional channels are printer, TV,
radio and mailings. Social Media does not change the objective but it adds to the
channel mix.
Impact on Customer Service
Social Media has given consumer the ability to voice their frustration in a way that
public exposes your organizations flaws and errors. Customer Service must be
empowered to quickly and publicly resolve consumer issues. Organization must
employ listening tools to identify when a consumer voice a customer service issue on a
social media platform. Next customer service representatives must be empowered to
address the consumers concern immediately. This will require that organization modify

8. their policies from a black and white do and don’t list of rules to situational based
principles. Customer Service also needs to be trained about how to quickly escalate
issues to marketing or public relations.
Customer service must now publicly share its knowledge base with consumers. By
creating and /or contributing to wikis and forums companies empower the community
to find and offer solutions on their own. This approach can reduce the number of calls
that could potentially come into an organizations customer service department.
Impact on Public Relations
Instead of having to pitch stories to the mainstream media channels in efforts to get
message in front of consumers or the masses, social media empower PR professional
to get their story in front of the people who mater most. Public Relation professionals
also need to build relationships with mass mavens and connectors. Mass mavens
contribute to blogs and forums and have a large amount of followers who consider
them to be a trusted resource. Mass connectors share lots of resources with a large
amount of connections. Public Relations professional also need to continual monitor
conversation on the social web and have a crisis plan to address potential social media
consumer disasters.
Impact on IT
IT professional have been working with the underlying technologies that drive social
media for many years. Developers are comfortable using, XML, RSS, and Web Services
however they have primarily using these technologies in a controlled environment
inside the enterprise. Social media introduction 3 major challenges that IT professional
must address.
1. Security
2. Scalability
3. Integration
Security
Because social media sites are sharing platforms, where users can upload and
exchange pictures, text, music and other types of information with little effort this
opens up vulnerability that IT professional need to protect their organizations from.
Scalability
IT Professional must address the issue of scale. They must figure out what are the best
tools for the organizations size and ensure that as their social media activities the have
to proper tools in place so as not to interrupt ongoing activities.
Integration
Perhaps the biggest obstacle IT professionals face is how to integrate streams of social
data with your corporate data. This will require becoming efficient with Service

9. Oriented Architectures, and making API calls to third party applications and then
normalizing and aggregating the data to produce actionable reports.
The Strategy Map Fundamentals
A Social Strategy Map is your playbook. It is an Infographic of an organization. The
strategy map concept was developed map Harvard Professor Robert Kaplan and
David Norton. I had successfully used strategy maps for many years at Fortune 500
companies. Then in 2008 I modified the strategy map concept to work for social media
and begin using it with clients including one of the world largest privately owned
companies.
A Social Strategy Map is broken down into five perspectives. They consolidate and
exhaustive amount of research, envisioning and ideation into a clear objective that can
be easily communicated and understood across the organization. It is accompanied
with the measure for success for each perspective and the associated initiatives that
will need to be executed in order to achieve the desired results.
The Perspectives in a Social Media Strategy Map are:
1.Financial
2.People
3.Conversations
4.Platforms
5.Internal
Social Strategy Maps are a valuable tool to communicate and link strategic objectives
across the organization. Social Strategy Maps help to clarify and gain consensus
around your strategy and ensure that all initiatives are tied to company financials.
Each perspective supports they underlying adjacent perspective.
The social strategy map starts with the Financial perspective this is the ultimate
measure of success of your social media initiatives. The Financial perspective sets the
direction of your social engagement strategy.
While the Financial perspective is the driver of your strategy, the People are the most
crucial to your organization success. You want to identify the people who directly
make it possible for you to meet your financial objectives. The people objective does
more than just identify a persona but groups of persona that will need to work
together in order for you to meet your Financial objective.
After you have identified your People you are ready to outline they major
conversations that you need to lead and engage in order to get the right people
moving in the right direction to have the desired outcome on your financial objectives.

10. When identifying your conversations you will need to document what keywords you
will monitor that represent your conversations. You will need to understand what the
conversation triggers are that will lead to conversion events. Last but definitely not
least; you will need to identify who are your mass connectors and mass mavens. Mass
mavens are the highly connected individuals on social networks that create content
that people view as authoritative. Mass connectors are highly connected individuals
who share authoritative content created by others. The mass mavens and connectors
have a significant influence on consumers in the discovery and validation phase of the
social sales lifecycle. Mass mavens make up 80% of social media post about products
and services.
In the Platform perspective you identify the vehicles that carry your conversation to the
relevant people. This goes far beyond getting a Facebook page. While Social Media
sites play a significant role in the platform perspective you also must consider what
devices your people are having these conversations on so we evaluate here mobile,
gaming, and other interactive devices.
The Internal perspective functions to ensure that your organization is ready for the
ongoing activities to support your social media strategy. The strategy map should
identifies the internal tools, processes, policies, or training your organization needs to
have in place to serve as the foundation of your social media strategy.
Let’s now take each perspective and discuss it in greater detail.

11. The Financial Perspective
The financial objective is core to your Social Media Strategy. All the other perspective
are in support of the Financial objective. The financial objective is the ultimate
measure of success of your Social Media initiatives. During the identifying your
organization’s financial path you will be reviewing and clarifying your organizations
venture and doing a 4P review. The Social Media debate over ROI (Return on
Investment) is resolved through the use of a Social Media Strategy Map, since the
Social Media Strategy Map ties clearly links to Financials.
Financial Objectives will vary for each organization we utilizes 4 financial themes to
help identify the strategic path your organization should follow. Those categories are:
1.Transformation
2.Growth
3.Maintenance
4.Harvest
Transform
Organizations on the Transformation path will take a long term view of the market and
look to innovate in new ways to meet an unmet or underserved market need. This will
require that organizations invest heavily in new people, processes, and tools.
Organization on the transformation path will probably operate with negative cash
flows and low returns on investment. The measures that an organization would use on
the Transformation path would be either Revenue Mix or Sales Mix. Revenue Mix is
The relative contribution of quantities of products or services that constitutes total
revenues. Sales Mix refers to relative proportions of the product sold i.e. the
combination and percentage of each different item sold as a percentage of the whole.
Growth
Organizations on the Growth path are looking to increase revenue or sales in targeted
markets, customer groups, or regions. Companies on this path already have clearly
defined products and services along with the supporting infrastructure to deliver.
Organization on a growth path will look to invest significantly in consumer facing
initiatives and tools. The measure that organizations will focus on in this path will be
Revenue or customer growth.
Maintenance
Organizations on the Growth path are primarily concerned about profitability. They
are looking to maintain their existing market share while maximizing the income that
can be generated form capital investments. Companies on a maintenance path may
choose to use success metric based on:
ROE : Return on Equity
ROCE : Return on Capital Employed
EVA : Economic Value Add

12. Harvest
Organization on the Harvest path are cost conscious and seek way to reduce cost and
take a keep the lights on approach. Organization in the Harvest phase understand that
they will have limited opportunities to expand and may look to divest of customers or
product and service offerings. Any investment will need to focus on consolidation or
must have definite and short payback periods. The financial measure for organization
on a Harvest Path will revolve around operating cash flow and reduction in working
capital.
Your goal in the Financial Perspective is to clearly show alignment with the
organization’s financial objective. It is not to show ROI although you will do that as a
byproduct. Show any CEO how Social Media and Consumer Engagement will help
them meet their financial objectives and they will invest whatever it takes.
Developing the Financial Perspective
The Financial Objective must comes from the company’s annual financial plan. Best in
class businesses set their financial plan prior to the beginning of their fiscal year. The
financial plan details the company’s objective in financial terms.
From the Financial Perspective you must have clearly identified the products and
services that your organization offers. You must also have identified the price each
product and service your organization offers. The sales projections of each product is
also required.
The rest of your Social Strategy Map will show how social initiatives will proactively
support your organizations financial objectives.
The People Perspective
While the Financial perspective is the driver of your Strategy, the People are the most
crucial to your organization success. You want to identify the people who will make it
possible for you to meet your financial objectives. These people may be consumers,
partners, distributors, or vendors. These people make up a subset of your social media
voice.
The first step in identifying the people that impact your financial perspective is to
create a role based matrix identifying the major roles of people who could impact
your financial metrics. Next you will want to perform a persona exercise to identify the
specific individuals that fall within the groups that you have established.
Personas
Personas are a composite user archetypes or representation that are constructed from
demographic, psychographic, Technograhpic and an interaction use case.

13. Demographic data would include: the statistical characteristics of an individual such as
gender, race, age, disabilities, mobility, employment status, economic status,
educational stations and geographic location.
Psychographic data would include attributes relating to personality, values, attitudes,
interests, or lifestyles. They are also called IAO (Interests, Activities, and Opinions)
variables. Psychographics help us to understand behavioral patterns.
Technograhpic identify how are user segmentation utilizes social technologies.
Technographics have seven overlapping levels of social technology participation. The
7 are depicted in a ladder hierarchy and from descend order are:
Creators
Conversationalists
Critics
Collectors
Joiners
Spectators
Inactives

14. Creators
Creators are originators of user-generated content. They publish articles and blog as
well as upload audio and video to be shared with a community.
Conversationalist
Conversationalists generate a large number of small updates on personal updates.
They also comment on content generated by other within the community.
Critics
Critics rate and review products and services as well as proof and edit information on
wikis.
Collectors
Collectors are the people who curate and help to provide order to user generated
content. They bookmark and tag using sharing platforms like delicious.
Joiners
The joiners have profiles on a multiple social networking sites and visit these regularly.
Spectators
The spectators read blogs, watch videos, listen to podcasts, read reviews, read tweets
and review online forums and read all other types of post on social media sites.
Inactives
Inactives are the people who neither produce nor consume user generated content
found of social sharing platforms.
The interaction use cases combines into a narrative of the goals of each persona in
relationship to your product or service and the motivational drivers surrounding how
the will engage with your company.
Tribes
After creating your user personas finally you will want to group the personas into
tribes.
Tribes are groups of Personas that include multiple roles which work in a symbiotic
relationship toward a shared outcome. You will list the tribes that will most impact
your financial objective as the objectives for the people perspective.
The Conversation Perspective
After you have identified your Personas and Tribes now you are ready to outline they
major conversations that you need to lead and engage in to get the right people
moving in the right direction to have the desired outcome on your financial objectives.

15. You will record the conversation category as your objective within the conversation
perspective. However you will need to create a manifest of supporting conversation
information that helps you to understand what conversation are occurring and who are
involved in those conversations. This will be a living document that is continual
updated.
The supporting information that you will want to maintain for each category.
Keywords
Keywords and Phrases
Derivation for Keywords
Abbreviations for Keywords
Exclusionary words to be included in Boolean searches
Hashtags
Conversation Triggers
Conversations triggers are events and activities that lead to increased references to
the conversation that matter to your organization
Mass connectors and mavens
Mass mavens are the highly connected individuals on social networks that create
content that people view as authoritative. Mass connectors are highly connected
individuals who share authoritative content created by others. Mass mavens and mass
connectors do not differ from those identified in the People perspective because they
most like do not have direct impact on your financial objectives. The mass mavens and
connectors do have a significant influence on consumers in the discover and validation
phase of the sales lifecycle. Instead of creating a persona for the mass mavens and
connectors you will need to keep a list of who specifically these individuals are. You
will need to understand their behavioral patterns and what motivates them and build
relationships with them.
Now that you have a list of Keywords, conversation triggers, along with a list mass
connectors and mavens now you can began crafting stories that ignite conversations
around the emotional driver of your identified people. We have discussed what
conversations drive value, we have outline how generate those conversations, now we
are ready to move to the Platform.
The Platform Perspective
Selecting the most appropriate platform is crucial. The platforms are the vehicles that
carry your conversation to the relevant people. While it may seem straightforward to
select the Big 5 social platforms (Facebook, Twitter, Google, YouTube or Facebook)
the may not always be the most appropriate options for your company. On the
Strategy Map it is recommended that you pick 2 to 3 sharing platform categories to
place in the Platform perspective. This will be supported by documentation of specific

16. sites prioritized by activity volume. While specific sites may come and go as well as
increase or decrease in popularity, the sharing platform category will always remain
the same.
The first step in selecting your platforms is to listen and identify where the majority of
your conversations are occurring. Next using your Technograhpic profile identify what
category your personas fall within are they:
• Creators
• Conversationalists
• Critics
• Collectors
• Joiners
• Spectators
• and Inactives
This will help your identify what action people take and what they are trying to
accomplish. Then select the sharing platform that fits your people’s needs. Remember
the 10 categories are:
1.New Sharing
2.Video Sharing
3.Audio Sharing
4.Photo Sharing
5.Bookmark Sharing
6.Idea Sharing
7.Knowledge Sharing
8.Experience Sharing
9.Connection Sharing
10.Network Sharing
The Internal Perspective
Now it is time to ensure that your organization is ready for the ongoing activities to
support your social media strategy. The strategy map should depict which of
concentration internal tools, processes, policies, or training your organization need to
have in place to serve as the foundation of your social media strategy. More than likely
you will have all 4 area on your map with support plans backing up each objective.
Internal Tools
In order to effectively manage multiple social channels across teams within an
organization Social media management system will need to be in place. Social media
management systems allow you to moderate conversations, assign tasks within your
social workflow. In addition Social media management systems allow you to schedule
messages to be posted in conjunction with social media campaigns. Other tools may
need to be in place for content management, data integration, and reporting

17. Processes
Your organization will need to map out how it will operationalize social media support
through formalizing workflow, processes, and procedures. Your process you include
consideration of how you will coordinate engagement across the team and how you
will respond to conversation 24/7. Your process will need to address content
publishing and general outreach. Crisis management and the appropriate escalation
paths will need to be outlined. Finally the process should outline tracking and
reporting needs.
Policies
Each organization will need to establish it’s on social media policy based on the
organization objectives, industry concerns, and executive management style. Your
policy should be consistent with your organization’s standards of conduct.
Authoritative laws, rules, and regulations. In addition the policy should foster respect
and trust between consumer, partner, vendors, employees, and organizations leaders.
In addition to having a social media policy other organization and departmental
policies should be reviewed so as not to be a barrier to open communication and
speedy resolution of consumer issues. All we need to be trained within the
organization on how to apply the policies.
Training
Pulling it all together is the training of your organization’s staff to support your social
media venture. Social Media Training will need to be conducted at all the different
layers within your organization. There will need to be training specific to :
• All Employees
• Executive Leadership
• The Management Team
• Sales, Marketing and PR
• Customer Service
• IT Professionals and
• Human Resources
All Employees will need to understand how social media impact your organizations
mission and how it impacts your companies financials. They will need to understand
what role they play and what compliance to the companies social media policy means.
Each specific department will need training specific to there area.
The Best Strategy Doesn’t Win!!
You can have the best strategy on paper, but it does not mean anything unless you
execute on it flawlessly. You cannot build a 3 or 5 year Social Media strategy. With
Social Media your strategy needs to be agile adjusting with the every change

18. landscape of technology. You can accomplish this by using OODA loops. OODA
stands for:
• Observe
• Orient
• Decide
• and Act
You Observe by using listen tools to gauge what people are saying and the
effectiveness of your communications. Next you Orient your self to what you have
observed by understand the impact of you listening efforts. Then you Decide make
determining what your options are and then selecting the best choice. Finally you Act
by implement the decision that you have made.
Success is comes not from the Strategy but from the Execution. However, your cannot
Execute if you do not have an effective Strategy in place.

19. About
About the Author
Kevin Dean is the Author of Social Strategy Maps. Kevin Dean is the Chief Strategist at
CrushIQ and is a recognized expert in the fields of consumer engagement and social
media technologies. Kevin is an instructor, guest speaker, and panelist on the subject
of social media and web technologies at conferences around the country. As a public
speaker Kevin Dean has delivered discourses in front of thousands of people. He has
been featured and quoted in trade journals and television reports on the trends and
effects of social media on business.
Following Kevin on twitter: @kevinjdean
Also Subscribe to the SocialStrategyMap.com RSS feed
About CrushIQ
At CrushIQ, we are dedicated to giving real people and real businesses, real tools and
specific know how for building business success through the power of social media.
We speak to, train and educate businesses of all sizes, nationwide, on how to
efficiently and effectively engage through this powerful medium.
For our clients, however, we engage on a much more intimate level. We follow a very
specific process, one proprietary only to us, for assessing a client’s current social
engagement situation, discovering opportunities for business development and
building a strategy tied directly to a client’s financial goals for success. Our social
strategies can be qualified, quantified, analyzed and tracked.
We call our process the Crush360, and it exists solely for defining and building
effective social media solutions for our clients, that clearly define the return on their
investment.
The Crush360 Strategy Engagement
The following outlines the step-by-step process of a Crush360
Determining the level of social business sophistication
Is your company new to social media, have you had experience with the medium, or
would you con- sider your company to be an advanced user of social business. This is
good to understand at the very beginning, before determining what needs your
company may have regarding a social media strategy.

20. During this phase we will learn your current level of social business experience,
integration, use, knowledge, support, budget and expectations and will be performing
a series of interviews, including questionnaires, to determine a starting point.
The Assessment Phase
During a Crush360 Assessment, we mine a lot of data. A LOT of data! We listen to
thousands of digital conversations about you, your competitors and your industry. The
breakdown of this data falls into the following categories:
1.Socio Economic Landscape & Customer Map
2.Sentiment analysis
3.Brand analysis
4.Ecosystem assessment
5.Competitive threat analysis.
Crush360 Social Strategy.
A Crush360 Social Strategy empowers companies to communicate and link their
strategic social consumer engagement objectives across their entire enterprise. It also
helps to clarify and gain consensus around a social strategy and ensure that all
initiatives are tied to their company’s financial objectives.
A Crush360 Social Strategy Map leverages the Social Strategy Map concepts outlined
in this eBook as well as in-depth workshops and processes to elicit your organizations
strategic perspectives.
CrushIQ will create a Social Strategy Map walking you through our ideation and
validation process to define your Financial, People, Conversation, Platform, and
Internal Perspectives. The strategy will serve as a road map for successfully executing
your consumer engagement initiatives.
To learn more about implementing a Crush360 Social Strategy Map for your
organization please contact:
Kevin Dean at 616.608.2576 or email kevindean@crushiq.com
The Social Strategy Map
Copyright © 2012 by Kevin Dean
No part of this book may be reproduced without written permission from the authors. All request
should be sent to:
CrushIQ
7032 Wrightsville Avenue, Suite 201
Wilmington, NC 28403