This document provides a 10 step roadmap for creating a social media strategy for a business. The steps include: 1) obtaining stakeholder buy-in, 2) setting goals and KPIs, 3) choosing tactics and metrics, 4) understanding target customers, 5) analyzing competitors, 6) creating personas, 7) establishing policies, 8) training ambassadors, 9) conducting an audit, and 10) creating a roadmap to stay on track. Examples are given for each step to illustrate what should be considered. The overall goal is to systematically engage stakeholders to maximize co-created value through social media.

1. How to Create a Social
Media Road Map For Your
Business
Proudly Presented by:

2. Who is Kylie Bartlett?

5. “This telephone has too many shortcomings to be seriously considered as
a means of communication.”
Western Union Internal memo 1876

6. “The wireless music box has no imaginable commercial value. Who
would pay for a message sent to nobody in particular?”
An inventor in response to David Sarnoff’s push for radio 1920

7. “While theoretically and technically television may be feasible,
commercially and financially it is an impossibility.”
Lee De Forest, radio pioneer 1926

8. “Visionaries see the future of
telecommuting workers, interactive
libraries and multimedia classrooms.
They speak of electronic town meetings
and virtual communities.
Commerce and business will shift from
offices and malls to networks and
modems. And the freedom of digital
networks will make government more
democratic. Baloney!!”
Cliff Stoll, author, astronomer,
professor 1995

12. Social & mobile
Engines
Website
Database Search
Engines Engines
List
Spender
Engines

13. Your Website Must Haves
• You have 7 – 12 seconds to grab visitors’ attention,
make it worth their while
• Prime real estate is top right hand corner – make it
sticky
• The less clicks the better
• Your unique selling and value propositions must be front
and centre on your homepage
• The money is in the list – ensure you your website
caters for new subscribers
• Ensure you’re sociable and shareable
• The ability to transact with you

14. Customers
are Now Your
Marketers...
Empower
Them!

15. It is no longer just B2B
and B2C, it is also C2C!!

24. Sales and Marketing
People Ruin Everything!

26. The R.O.B.O. Concept

27. Excellent Example of Using
Online Traffic to Drive People
Offline

31. Zero Moment Of Truth

32. What is Location Based
Marketing?
Also known as geo-targeting
Research tells us that consumers generally
shop within 15km from where they live
If you’re not on page 1 of Google,
you’re not on Google & in the
consumers mind, you don’t exist!

33. Location, location,
location!

34. The best way to increase foot traffic
into your store is to influence them
whilst they are walking!

35. The Fastest Way of
Getting on Page One of
Google!

40. What is a Social Business?
An organization that has put in place the strategies,
technologies and processes to systematically engage all the
individuals of its ecosystem (employees, customers, partners,
suppliers) to maximize the co-created value. As defined by
Open Knowledge.

41. Step 1: Obtain Key
Stakeholder and Team Buy in

42. Customer Service Example
The customer service wish list is to enhance our super friendly customer
service (better image), reduce the same questions being asked multiple
times (leveraged responses to general questions), and to make it easier
to sell on-going services to existing clients.
Sales Example
The sales wish list is to communicate our perceived value in the
marketplace, create customer evangelists who promote our products and
services on our behalf, generate more leads and sales and reduce the
time from prospect to closing the sale.
Human Resources Example
The HR wish list is being an employer of choice because of our positive
social presence; attract top talent, to increase internal employee
engagement and to use social media as an internal form of
communication.

43. Step 2: Plan and Set Social
Media Goals with KPIs

44. Define Your Social Media
Vision
Where do you want to go? A vision is what hooks everything together. A
vision statement is a simple sentence that helps keep you motivated and
focused during times of uncertainty.
It’s a clear picture you can see, one
that guides your every business
decision. Establishing a social media
vision statement is important because
it helps ensure you keep your business
headed in the right social media
direction.

45. Social Force 5 Social Media
Vision
Leverage social media to assist us to create a collaborative and
connected eco-system with our team, customers, partners and suppliers,
so we all achieve co-created value and a competitive advantage.
Team
Suppliers
Social Customers
Force 5
Partners

46. Define Your Social Media
Goals by acquiring and
Many businesses are aiming to increase sales
retaining customers, or improving brand awareness.
Others look at reducing costs by making their marketing more efficient,
streamlining customer service or improving their customer satisfaction
scores.
Goals are necessary for
measurement. You must define what
the end result will look like for each
department/key stakeholder and the
business as a whole.

47. Social Media Goals Examples
• Build brand awareness
• Generate additional leads
• Generate additional sales
• Strengthen relationships with customers, prospects and
influencers
• Understand your buyers needs better
• Increase traffic to your website
• Improve customer service
• Improve search engine rankings
• Drive traffic into your bricks and mortar store

48. Establish KPIs For Each Goal
Once you’ve established key goals for each department/key stakeholder,
you must also then establish KPIs per goal, so you’re able to measure
your success.
Here’s a list of KPIs that you could use to measure your goal
outcomes:
• Number of times your business and brand is mentioned online
• Number of social interactions
• Number of conversions driven via your social media channels
• Number of positive mentions, reviews and shares
• % of $ saved or generated as a result of social feedback
• Number of customer inquiries resolved
• Number of candidates driven from social media

49. Step 3: Choose Your Tactics
and Metrics

50. Organic SEO
B2C, tribe engagement Branding
Social Engines
Backlinks How to’s & FAQs
B2B, joint ventures Listening & research
Build authority

51. Define Your Metrics
The objective here is to measure KPIs to determine if your social media
activities are yielding the expected results. The information obtained here
is important to steer present and future decisions about your social media
plan.
There must be a system in place to measure the results of your activities
being performed. There are various ways to measure the effectiveness.
How you measure success depends on which goals your trying to
achieve. The measuring activities have to be tied to your key goals.
Here are 4 examples of how you can measure your social media
success:
1. Revenue growth
2. Cost reduction
3. Improved customer advocacy
4. Increased brand awareness

52. Your Social Media Snapshot
VISION: GOALS: TACTICS:
Why are you What do you want How will you achieve
doing this? to accomplish? your goals?
A Goal Tactic Metric
Vision
A KPIs Tactic Metric
B Goal Tactic Metric
B KPIs Tactic Metric
GOALS
A Department
C Goal Tactic Metric
B Department
C Department
C KPIs Tactic Metric

53. Step 4: Get to Know Your
Target Customers and
Communities

54. Target Customer Questions
• Male or female?
• Age and demographic?
• Married, single, divorced?
• Children?
• Occupation?
• Located - local, national, global?
• Income range?
• What industry do they work in?
• What do they do on weekends?
• What car do they drive?
• What are their hobbies and interests?
• What websites do you visit on a regular basis and why?
• Do you subscribe to any blogs? If yes, which ones and why?
• What magazines (on or offline) do you read?
• What social media platforms do you use and why?
• What communities (both on and offline) do you belong and contribute to?
• What are your special interests, hobbies and activities?

55. TARGET CUSTOMER:
• 42 year old
• Married to Tiffany
• 10 year old daughter Lucy who goes to Melbourne
Grammar
Hi I’m Matt
• MD of chain of restaurants around Melbourne
• Live in Port Melbourne
• Earn $250,000 pa plus bonuses
• Dines in Melbourne CBD and has breakfast in Albert
Park on the weekends
• Holiday’s in Noosa
• Read’s the Age and Herald Sun on his ipad each
morning
• Subscribes to BRW, Epicure
• On LinkedIn but doesn’t really know how to use it
• Member of the Albert Park Golf Club
• Goes to the gym and loves running The Tan 2 days
per week
• Geelong Cats Fan

56. Step 5: Analyse Your
Competitors and Influencers

57. Social Media Keyword
Research
The foundation of social media marketing is built on keywords.
Conducting continuous keyword research and keyword analysis is critical
to achieving success with social media.
www.hashtags.org - Provides graphs on Twitter #hashtags and hashtag
use; find the most popular and newest hashtags
www.twitter.com/search - Track the hottest trends on Twitter and click on a
stream to pull up a feed of the public conversation
Targeting potential customers on Facebook is not as easy as with social
networking sites like Twitter as businesses can't access the profiles of
potential customers without permission.

58. Step 6: Create Your Online
Business Personas

59. Business Persona Example

60. Step 7: Create Social Media
Policies and Guidelines

61. Social Media Policy Example

62. Social Media Guidelines
• Introduction and explanation
• Statement of rationale
• Authorisation
• Don’t assume common sense is common
• Address representation of the business
• Emphasis personal and business consequences
• Reiterate intellectual property and confidentiality concerns
• Identify privacy issues
• Third party communication
• Provide best practice advice
• Media relations

63. Step 8: Train and Appoint
Brand Ambassadors

64. Step 9: Conduct a Collateral
and Online Health Check

65. Step 10: Create a Road Map
to Keep You on Track

66. www.socialforcefive.com.au
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