Keynote Speaker

Keynote Speaker

Books

Implementing Enterprise 2.0

Developing Knowledge Based Client Relationships

Living Networks

In the media

See All recent Media

Business Model

AHT Group: Business Model Overview

Click here to see the AHT Group Business Model

Selection of Ross Dawson Frameworks

2012: 12 Themes Crowdsourcing Landscape Version 2 Crowd Business Models Transformation of Government Transformation of Business Success in a Connected World Map of the Decade Zeitgeist 2011

Newspaper Extinction Timeline iPad Media Strategy The NewsScape Media Revenue Models Knowledge Based CRM Framework Social Media Strategy Influence Landscape Enterprise 2.0 Implementation

Media Lifecycle Future of Media: Strategy Tools Key Elements of Media Business Models Trend Blend 2008 Web 2.0 Trend Blend 2007 Future of Media Framework

Social Media Strategy

Social Media Strategy

Click on the image to see full-size pdf

This is a Beta version, and I would love to get your thoughts on how to improve this for the next version.

The Framework begins with LEARN, follows two streams of ENGAGEMENT and STRATEGY DEVELOPMENT, and comes together in the ongoing imperative to DEVELOP CAPABILITIES.

The five key points for each element are also written below.

LEARN

Use social media yourself

Study relevant case studies

Educate senior executives

Hear from practitioners

Explore the latest trends

ENGAGEMENT

LISTEN

Identify relevant social media monitoring tools

Learn how you can best use the tools

Discover what’s said about you and your market

Find relevant communities and conversations

Uncover key influencers

ENGAGE IN CONVERSATION

Enter the conversation

Provide relevant content

Add value to communities

Engage with influencers

Respond positively

MEASURE AND REFINE

Set relevant measures of success

Monitor measures

Capture and communicate success stories

Report to senior executives

Refine your strategy and measures

STRATEGY DEVELOPMENT

PRIORITIZE OBJECTIVES

Improve customer engagement

Enhance brand and reputation management

Accelerate customer-driven innovation

Attract talented employees

Increase sales

ESTABLISH GOVERNANCE

Identify opportunities

Understand risks

Clarify risk of NOT engaging

Set clear social media policies

Communicate policies internally

DEFINE ACTIVITIES

Define first and subsequent phases

Target initial platforms

Identify resources required

Establish responsibilities and time commitment

Link to offline marketing activities

DEVELOP CAPABILITIES

Identify internal ‘champions’ for social media

Train and support champions and staff

Keep abreast of developments

Establish pilot program

Develop a culture of responsible transparency

  • Annie

    Very interesting graph you have! I would like to know if there is a start point and a direction to follow. From my understanding, it starts with “learn” and then goes to the right with adjustments to be done every time you follow the circle. Crowds are moving so should you adapt you strategy to the target. Could you please add some input ? Thanks !

  • http://www.rossdawsonblog.com Ross Dawson

    Hi Annie, I have made a video to explain the framework: http://rossdawsonblog.com/weblog/archives/2012/03/social-media-strategy-framework-explanation-and-guide.html

    It does start with learn, then simultaneously goes through the strategy development and engagement phases, which are refined on an ongoing basis as capabilities are developed.

  • George Beaton

    Clear and compelling, as always Ross.
    Improve? Yes, something needed in ‘Develop Capabilities’ on HOW to motivate staff.
    Best George

    • http://www.rossdawsonblog.com Ross Dawson

      Good point George! However it will probably take more than a bullet point :-) Now that you raise it, I will put a framework around motivations (partly related to contributing to crowdsourcing initiatives, but equally applicable in this context) on my To Do list