How To Develop Social Media Strategy

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Charlie Pownall

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

Médias sociaux

How to develop
SOCIAL MEDIA
STRATEGY
SINGAPORE | February 2014Charlie Pownall | CPC & Associates Ltd
CPC&

Social media is a strategic imperative
© 2015 CPC & Associates Ltd. All rights reserved 2
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 3
Social media is not about…
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 4
Or about…
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Source: Social Media Examiner - 2013© 2015 CPC & Associates Ltd. All rights reserved 5
How social media is being used
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Source: McKinsey - 2012© 2015 CPC & Associates Ltd. All rights reserved 6
How social media can be used
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http://www.flickr.com/photos/zenbythebrush/© 2015 CPC & Associates Ltd. All rights reserved 7
Social changes behaviour
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© 2015 CPC & Associates Ltd. All rights reserved 8
Impacts reputation
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http://thischarmingcharlie.tumblr.com/© 2015 CPC & Associates Ltd. All rights reserved 9
Means dialogue
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http://www.asmasociebty.org/© 2015 CPC & Associates Ltd. All rights reserved 10
Requires integration
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DEFINE
LISTEN
PLAN
ORGANISE
PREPARE
1
2
3
4
5
© 2015 CPC & Associates Ltd. All rights reserved 11
Social media strategy process
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1.
DEFINE
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© 2015 CPC & Associates Ltd. All rights reserved 12

• Business challenge(s)
• Communications challenge(s)
© 2015 CPC & Associates Ltd. All rights reserved 13
DEFINE
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2.
LISTEN
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• Reputation
• Share of voice
• Influencers
• Relationships
• Opportunities
• Threats
© 2015 CPC & Associates Ltd. All rights reserved 15
LISTEN
CPC&

Source: Crimson Hexagon - 2012© 2015 CPC & Associates Ltd. All rights reserved 16
Understand reputation drivers
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STRATEGIC SOCIETAL TECHNOLOGICAL
OPERATIONAL BEHAVIOURAL
LEGAL/
REGULATORY
FINANCIAL
© 2015 CPC & Associates Ltd. All rights reserved 17
Reputation risks
CPC&

3.
PLAN
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 18

• Strategy
• Audiences
• Goals
• Metrics
• Content
• Channels
© 2015 CPC & Associates Ltd. All rights reserved 19
PLAN
CPC&

Business
• Sales
• Costs
• Loyalty
• Innovation
• Time to market
Communications
• Awareness
• Consideration
• Transaction
• Loyalty
• Reputation
© 2015 CPC & Associates Ltd. All rights reserved 21
Objectives
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4.
ORGANISE
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© 2015 CPC & Associates Ltd. All rights reserved 22

• Governance
• Risk mitigation/management
• Crisis & issues communications
• Operating structure
• Capabilities
• Scalability
© 2015 CPC & Associates Ltd. All rights reserved 23
ORGANISE
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 24
GOVERNANCE
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© 2015 CPC & Associates Ltd. All rights reserved 25
Issue escalation
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© 2015 CPC & Associates Ltd. All rights reserved 26
Crisis communications
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Source: Altimeter - 2012© 2015 CPC & Associates Ltd. All rights reserved 27
Operating structure
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5.
PREPARE
CPC&
© 2015 CPC & Associates Ltd. All rights reserved 28

• Voice
• Messages
• Responses
• Content
• Channels
• Activation
© 2015 CPC & Associates Ltd. All rights reserved 29
PREPARE
CPC&

© 2015 CPC & Associates Ltd. All rights reserved 30
Recap: Social media strategy process
CPC&
DEFINE
LISTEN
PLAN
ORGANISE
PREPARE
1
2
3
4
5

QUESTIONS?
COMMENTS?
© 2015 CPC & Associates Ltd. All rights reserved 31
CPC&

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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