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How To Develop Social Media Strategy

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

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How To Develop Social Media Strategy

  1. 1. How to develop SOCIAL MEDIA STRATEGY SINGAPORE | February 2014Charlie Pownall | CPC & Associates Ltd CPC&
  2. 2. Social media is a strategic imperative © 2015 CPC & Associates Ltd. All rights reserved 2 CPC&
  3. 3. © 2015 CPC & Associates Ltd. All rights reserved 3 Social media is not about… CPC&
  4. 4. © 2015 CPC & Associates Ltd. All rights reserved 4 Or about… CPC&
  5. 5. Source: Social Media Examiner - 2013© 2015 CPC & Associates Ltd. All rights reserved 5 How social media is being used CPC&
  6. 6. Source: McKinsey - 2012© 2015 CPC & Associates Ltd. All rights reserved 6 How social media can be used CPC&
  7. 7. http://www.flickr.com/photos/zenbythebrush/© 2015 CPC & Associates Ltd. All rights reserved 7 Social changes behaviour CPC&
  8. 8. © 2015 CPC & Associates Ltd. All rights reserved 8 Impacts reputation CPC&
  9. 9. http://thischarmingcharlie.tumblr.com/© 2015 CPC & Associates Ltd. All rights reserved 9 Means dialogue CPC&
  10. 10. http://www.asmasociebty.org/© 2015 CPC & Associates Ltd. All rights reserved 10 Requires integration CPC&
  11. 11. DEFINE LISTEN PLAN ORGANISE PREPARE 1 2 3 4 5 © 2015 CPC & Associates Ltd. All rights reserved 11 Social media strategy process CPC&
  12. 12. 1. DEFINE CPC& © 2015 CPC & Associates Ltd. All rights reserved 12
  13. 13. • Business challenge(s) • Communications challenge(s) © 2015 CPC & Associates Ltd. All rights reserved 13 DEFINE CPC&
  14. 14. 2. LISTEN CPC& © 2015 CPC & Associates Ltd. All rights reserved 14
  15. 15. • Reputation • Share of voice • Influencers • Relationships • Opportunities • Threats © 2015 CPC & Associates Ltd. All rights reserved 15 LISTEN CPC&
  16. 16. Source: Crimson Hexagon - 2012© 2015 CPC & Associates Ltd. All rights reserved 16 Understand reputation drivers CPC&
  17. 17. STRATEGIC SOCIETAL TECHNOLOGICAL OPERATIONAL BEHAVIOURAL LEGAL/ REGULATORY FINANCIAL © 2015 CPC & Associates Ltd. All rights reserved 17 Reputation risks CPC&
  18. 18. 3. PLAN CPC& © 2015 CPC & Associates Ltd. All rights reserved 18
  19. 19. • Strategy • Audiences • Goals • Metrics • Content • Channels © 2015 CPC & Associates Ltd. All rights reserved 19 PLAN CPC&
  20. 20. -MOTIVATION+ - INVOLVEMENT + © 2015 CPC & Associates Ltd. All rights reserved 20 Strategy – Brand Sociability CPC&
  21. 21. Business • Sales • Costs • Loyalty • Innovation • Time to market Communications • Awareness • Consideration • Transaction • Loyalty • Reputation © 2015 CPC & Associates Ltd. All rights reserved 21 Objectives CPC&
  22. 22. 4. ORGANISE CPC& © 2015 CPC & Associates Ltd. All rights reserved 22
  23. 23. • Governance • Risk mitigation/management • Crisis & issues communications • Operating structure • Capabilities • Scalability © 2015 CPC & Associates Ltd. All rights reserved 23 ORGANISE CPC&
  24. 24. © 2015 CPC & Associates Ltd. All rights reserved 24 GOVERNANCE CPC&
  25. 25. © 2015 CPC & Associates Ltd. All rights reserved 25 Issue escalation CPC&
  26. 26. © 2015 CPC & Associates Ltd. All rights reserved 26 Crisis communications CPC&
  27. 27. Source: Altimeter - 2012© 2015 CPC & Associates Ltd. All rights reserved 27 Operating structure CPC&
  28. 28. 5. PREPARE CPC& © 2015 CPC & Associates Ltd. All rights reserved 28
  29. 29. • Voice • Messages • Responses • Content • Channels • Activation © 2015 CPC & Associates Ltd. All rights reserved 29 PREPARE CPC&
  30. 30. © 2015 CPC & Associates Ltd. All rights reserved 30 Recap: Social media strategy process CPC& DEFINE LISTEN PLAN ORGANISE PREPARE 1 2 3 4 5
  31. 31. QUESTIONS? COMMENTS? © 2015 CPC & Associates Ltd. All rights reserved 31 CPC&
  32. 32. 32 THANK YOU CPC & Associates Ltd 3/F Nam Wo Hong Building 148 Wing Lok Street Hong Kong cp@charliepownall.com +852 6013 6201 charliepownall.com @cpownall charliepownall.com© 2015 CPC & Associates Ltd. All rights reserved

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