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“HOW TO PICK SOCIAL MEDIA CHANNELS”
 an enterprise perspective




#socialstrategy series | jeromepineau.com
1. listen carefully

Are our customers already present on this
channel? Listen long and hard. To find out. If
not, we’ll spend a lot of time, energy, and
resources trying to lure them over to yet
another “community”.

“If you occupy it they will come” doesn’t work
in social media.




              listen | learn |observe
2. profile wisely

    What kind of customer is prevalent on this
    channel? Identify our segments. Analyze what
    they’re doing there, what their expectations
    are, what their pain points might be. Know
    their behavior patterns on that channel before
    we ever set foot in it.

    We might have supporters, and we might
    have detractors. Usually both. We better know
    who’s who before showing up to the party.




know thy friend and foe even better
3. do the value math



What specific unique value will we bring to
customers on this channel that they cannot or
will not find elsewhere?




              what’s in it for them?
4. size matters

Has the channel reached critical membership
mass? That’s in the hundreds of millions of
users these days.

How many active users per month do they
claim? What’s the growth pattern? Will this
channel be used to publish content? If so,
does it have enough “juice”?




               critical mass is good
5. global matters

Is the channel adequately represented in all
our markets and geos? What does its regional
segmentation look like culturally and
linguistically?

Do I need to reach BRIC markets? The usual
social vectors may not always be our best bet.
When and where should we go local instead?




                            think global
6. competitors

Are competitors already present on the
channel? If so, how extensively? How much
engagement are they generating? Will our
presence yield a competitive advantage?

How about an intelligence gathering
opportunity? What are our competitors talking
about there? How do they behave?




    match or surpass | observe
7. shush, it’s private


Private customer conversations are part of
our engagement mix . Does the channel
support private streams?

If not, that could be a show stopper right off
the bat.




              when privacy matters
8. support candy


Does the channel offer any customer service-
specific features?

Hangouts. Screen sharing. Swarming
modalities. Chat?




        leverage unique features
9. external buzz

Will onboarding this channel offer us any
public PR opportunities? Is this something the
press would pick up on?

Either because it’s a new channel, or because
we’re doing something unique or different on
it? Or because no one ever dreamed our
brand would be on that channel?

Will you shock, surprise, or enchant?




       look at my pretty channel!
10. internal juice
Will adopting this channel offer my team any
internal promotional opportunities?

How about a chance to make colleagues’
lives easier. Or executives look good? Other
business units might already be on the
channel. Will this create a cooperative
opportunity?

Will you be loved, envied, or admired for
onboarding this new channel? How about
respected?




 look at my profitable channel!
11. standing out


         As my old boss Jean-Claude Biver always
         says, will our presence on this channel bring
         something first, and/or unique, and/or different
         to our customers?

         If not, is it really worth the effort?




“Always be first, or unique, or different”
12. metrics



    Can I get good, frequent, convenient, and
    reliable metrics from this channel?




don’t go flying without instruments
13. push it baby

  Does this channel support push-model
  notifications to the folks who will manage it?
  Can I integrate it in my existing engagement
  platform?

  How quickly will we be able to respond to
  customers on it? Can out teams manage it
  remotely from mobile devices?




real-time requires a little all push
14. brand fit


 Will this channel be a good corporate citizen?
 Does it fit into the overall offering and existing
 contact points for my brand?

 Is it consistent with other occupied channels
 in our portfolio? If not, is that an advantage or
 a mistake?




if it doesn’t fit, you must rethink
15. strategic fit


Will onboarding this channel contribute to
most, or better yet, all of your corporate
objectives?

Can we show how using metrics? (see #12)




        please, do feed the goals
16. exit strategy


   If we decide to abandon the channel, or if the
   channel disappears, will damage to the brand
   ensue?

   If so, is it manageable? What’s our exit
   strategy?




in case of emergency, break glass
17. mobile


Is the channel natively adapted to mobile
usage and devices? What’s the impact on
content and our publishing engine?

If not, do we really want to shut out mobile
users? Hint: no 




mobile is where the world lives

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How to Pick the Right Social Media Channels

  • 1. “HOW TO PICK SOCIAL MEDIA CHANNELS” an enterprise perspective #socialstrategy series | jeromepineau.com
  • 2. 1. listen carefully Are our customers already present on this channel? Listen long and hard. To find out. If not, we’ll spend a lot of time, energy, and resources trying to lure them over to yet another “community”. “If you occupy it they will come” doesn’t work in social media. listen | learn |observe
  • 3. 2. profile wisely What kind of customer is prevalent on this channel? Identify our segments. Analyze what they’re doing there, what their expectations are, what their pain points might be. Know their behavior patterns on that channel before we ever set foot in it. We might have supporters, and we might have detractors. Usually both. We better know who’s who before showing up to the party. know thy friend and foe even better
  • 4. 3. do the value math What specific unique value will we bring to customers on this channel that they cannot or will not find elsewhere? what’s in it for them?
  • 5. 4. size matters Has the channel reached critical membership mass? That’s in the hundreds of millions of users these days. How many active users per month do they claim? What’s the growth pattern? Will this channel be used to publish content? If so, does it have enough “juice”? critical mass is good
  • 6. 5. global matters Is the channel adequately represented in all our markets and geos? What does its regional segmentation look like culturally and linguistically? Do I need to reach BRIC markets? The usual social vectors may not always be our best bet. When and where should we go local instead? think global
  • 7. 6. competitors Are competitors already present on the channel? If so, how extensively? How much engagement are they generating? Will our presence yield a competitive advantage? How about an intelligence gathering opportunity? What are our competitors talking about there? How do they behave? match or surpass | observe
  • 8. 7. shush, it’s private Private customer conversations are part of our engagement mix . Does the channel support private streams? If not, that could be a show stopper right off the bat. when privacy matters
  • 9. 8. support candy Does the channel offer any customer service- specific features? Hangouts. Screen sharing. Swarming modalities. Chat? leverage unique features
  • 10. 9. external buzz Will onboarding this channel offer us any public PR opportunities? Is this something the press would pick up on? Either because it’s a new channel, or because we’re doing something unique or different on it? Or because no one ever dreamed our brand would be on that channel? Will you shock, surprise, or enchant? look at my pretty channel!
  • 11. 10. internal juice Will adopting this channel offer my team any internal promotional opportunities? How about a chance to make colleagues’ lives easier. Or executives look good? Other business units might already be on the channel. Will this create a cooperative opportunity? Will you be loved, envied, or admired for onboarding this new channel? How about respected? look at my profitable channel!
  • 12. 11. standing out As my old boss Jean-Claude Biver always says, will our presence on this channel bring something first, and/or unique, and/or different to our customers? If not, is it really worth the effort? “Always be first, or unique, or different”
  • 13. 12. metrics Can I get good, frequent, convenient, and reliable metrics from this channel? don’t go flying without instruments
  • 14. 13. push it baby Does this channel support push-model notifications to the folks who will manage it? Can I integrate it in my existing engagement platform? How quickly will we be able to respond to customers on it? Can out teams manage it remotely from mobile devices? real-time requires a little all push
  • 15. 14. brand fit Will this channel be a good corporate citizen? Does it fit into the overall offering and existing contact points for my brand? Is it consistent with other occupied channels in our portfolio? If not, is that an advantage or a mistake? if it doesn’t fit, you must rethink
  • 16. 15. strategic fit Will onboarding this channel contribute to most, or better yet, all of your corporate objectives? Can we show how using metrics? (see #12) please, do feed the goals
  • 17. 16. exit strategy If we decide to abandon the channel, or if the channel disappears, will damage to the brand ensue? If so, is it manageable? What’s our exit strategy? in case of emergency, break glass
  • 18. 17. mobile Is the channel natively adapted to mobile usage and devices? What’s the impact on content and our publishing engine? If not, do we really want to shut out mobile users? Hint: no  mobile is where the world lives