A 5-step process for developing an effective social media strategy that is aligned to business and communications goals

1. How to develop
SOCIAL MEDIA
STRATEGY
SINGAPORE | February 2014Charlie Pownall | CPC & Associates Ltd
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2. Social media is a strategic imperative
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3. © 2015 CPC & Associates Ltd. All rights reserved 3
Social media is not about…
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4. © 2015 CPC & Associates Ltd. All rights reserved 4
Or about…
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5. Source: Social Media Examiner - 2013© 2015 CPC & Associates Ltd. All rights reserved 5
How social media is being used
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6. Source: McKinsey - 2012© 2015 CPC & Associates Ltd. All rights reserved 6
How social media can be used
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7. http://www.flickr.com/photos/zenbythebrush/© 2015 CPC & Associates Ltd. All rights reserved 7
Social changes behaviour
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Impacts reputation
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9. http://thischarmingcharlie.tumblr.com/© 2015 CPC & Associates Ltd. All rights reserved 9
Means dialogue
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10. http://www.asmasociebty.org/© 2015 CPC & Associates Ltd. All rights reserved 10
Requires integration
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11. DEFINE
LISTEN
PLAN
ORGANISE
PREPARE
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2
3
4
5
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Social media strategy process
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12. 1.
DEFINE
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13. • Business challenge(s)
• Communications challenge(s)
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DEFINE
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14. 2.
LISTEN
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15. • Reputation
• Share of voice
• Influencers
• Relationships
• Opportunities
• Threats
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LISTEN
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16. Source: Crimson Hexagon - 2012© 2015 CPC & Associates Ltd. All rights reserved 16
Understand reputation drivers
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17. STRATEGIC SOCIETAL TECHNOLOGICAL
OPERATIONAL BEHAVIOURAL
LEGAL/
REGULATORY
FINANCIAL
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Reputation risks
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18. 3.
PLAN
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19. • Strategy
• Audiences
• Goals
• Metrics
• Content
• Channels
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PLAN
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20. -MOTIVATION+
- INVOLVEMENT +
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Strategy – Brand Sociability
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21. Business
• Sales
• Costs
• Loyalty
• Innovation
• Time to market
Communications
• Awareness
• Consideration
• Transaction
• Loyalty
• Reputation
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Objectives
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22. 4.
ORGANISE
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23. • Governance
• Risk mitigation/management
• Crisis & issues communications
• Operating structure
• Capabilities
• Scalability
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ORGANISE
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24. © 2015 CPC & Associates Ltd. All rights reserved 24
GOVERNANCE
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Issue escalation
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26. © 2015 CPC & Associates Ltd. All rights reserved 26
Crisis communications
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27. Source: Altimeter - 2012© 2015 CPC & Associates Ltd. All rights reserved 27
Operating structure
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28. 5.
PREPARE
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29. • Voice
• Messages
• Responses
• Content
• Channels
• Activation
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PREPARE
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30. © 2015 CPC & Associates Ltd. All rights reserved 30
Recap: Social media strategy process
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DEFINE
LISTEN
PLAN
ORGANISE
PREPARE
1
2
3
4
5

31. QUESTIONS?
COMMENTS?
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32. 32
THANK YOU
CPC & Associates Ltd
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@cpownall
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