Mastering Social Media: Workshop 2 Exercises - Social Media Strategy Development
1. Mastering Social Media
‘Stop and Reflect’ Exercises
Workshop 2: Social Media Strategy Development
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
June, 2011
2. The following exercises will form the basis of your Social Media Strategy. Please review and complete in
your own time:
Exercise 1: Social Media Vision ...........................................................................................................3
Exercise 2: Social Media Objectives, KPIs and Targets ..........................................................................3
Exercise 3: Customer Mapping and Segmentation Analysis .................................................................5
Exercise 4: Social Media Priorities.......................................................................................................6
Exercise 5: Organisation, People and Resource Issues .........................................................................7
Mastering Social Media Session 2 Page 2
3. Exercise 1: Social Media Vision
Insert here a clear ‘vision/mission’ statement covering your future social media activities. You should
revisit this once you have completed the rest of the exercises.
Exercise 2: Social Media Objectives, KPIs and Targets
Use the following template to document your Social Media Objectives, KPIs and Targets. To simplify,
agree your KPIs and Targets for Priority 1 Objectives only, at least initially.
Social Media Priority KPIs Targets
Objectives (1 to 3)
A. Market/Customer Knowledge & Insight
Market research/knowledge
Enhanced customer insight/
understanding
B. Engagement & Reputation Management
Customer dialogue; engage with and
energise key customers and influencers
Customer feedback and comment
Reputation management
C. Enhanced Customer Experience and Loyalty
Improved customer experience
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4. Social Media Priority KPIs Targets
Objectives (1 to 3)
Building brand loyalty, retention and
repeat business
Customer advocacy
D. Sales/Marketing Effectiveness, Efficiency and ROI
Increased sales
Improved marketing effectiveness,
efficiency and ROI
Building a ‘Quality Customer’ base – a
strong online network of high value, high
growth potential customers
Internationalisation
E. Operations/ Internal Processes
Engage and co-create new product
development
Use of open source and hosted
applications to reduce costs and improve
internal operational efficiency
F. Others
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5. Exercise 3: Customer Mapping and Segmentation Analysis
Use the following template to undertake a Customer Mapping and Segmentation Analysis
Customer Importance Strategic Social Media
Group (H/M/L) Objectives Strategy
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6. Exercise 4: Social Media Priorities
Agree the main social media actions and initiatives you need to take to achieve your agreed objectives,
taking into account priority customer groups. For each action/initiative, state clearly the overall
objective to be achieved, KPIs and targets.
Key Initiative / Actions 1
Overall Objective KPIs Targets
Key Initiative / Actions 2
Overall Objective KPIs Targets
Key Initiative / Actions 3
Overall Objective KPIs Targets
Key Initiative / Actions 4
Overall Objective KPIs Targets
Key Initiative / Actions 5
Overall Objective KPIs Targets
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7. Exercise 5: Organisation, People and Resource Issues
In this section you should address the key organisational, people and resource issues underlying a
successful social media strategy. Consider the following:
Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before
doing social!’
Is the right organisational and decision-making structure in place?
Has agreement been reached on resource allocation?
Who will be responsible for your social media activities?
What balance has been agreed between internal and external roles and responsibilities?
Who is the Social Media Champion?
Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’,
‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
Issue Response
Insert here a summary of the key organizational issues that need to be
resolved:
Organisation
Insert here a summary of the key people issues that need to be
resolved:
People
Insert here a summary of the key resource issues that need to be
resolved:
Resource
Mastering Social Media Session 2 Page 7