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8/13/2019 M08-Social Media Planning and Internet Strategy
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M01 Business Analysis and MBTI Check
M02 Vision, Mission and Goal Transformation
M03 Business Model: Canvas Balancing
M04 Marketing and Positioning: Adaptation Blue Ocean Strategy
M05 FOM Triangle Financial, Operation and Marketing Factor
M06 Team and Leadership-Transformation Leadership
M07 Creativity, Problem Solving and Innovation
M08 Social Media and Internet Strategy
M09 Knowledge Management Strategy for BusinessM10 Inspiration and Motivation
Business Coaching: 10 Coaching Modules
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Note: Assuming your organisation is not yet using social media, or if it is, doesnt
yet have a formal development and management plan in place. Working through
this document will help you create this. Each of the nine steps has its own series of
questions to help clarify your thinking. If possible, try to answer these questions
with a group of colleagues or other stakeholders, in order to maximise input and
ideas.
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The Nine Game Plan
Step 1: Analyse Your Company
Step 2: Analyse Your Audience
Step 3: Assess Your Resources
Step 4: Define Your Objectives
Step 5: Evaluate Your Options
Step 6: Make A Plan
Step 7: Implementation Step 8: Watch And Learn
Step 9: Refine And Improve
Contents
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SAMSUNGSJOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE
We started our
journey to the #1
position with 8Mfans
NOVEMBER 2012
85-inch Ultra HighDefinition TV
(UHDTV)
FEBRUARY 2013
We becom the #1brand of Facebook
in Europe
APRIL 2013
Galaxy S4
APRIL 2013
Galaxy NX camera
and ATIV products
JUNE 2013
Galaxy Note 3 and
Gear
SEPTEMBER 2013 Reach 25M fans of
Facebook across
Europe
SEPTEMBER 2013
NOV DEC JAN FEB MAR APR MEI JUN JUL AUG SEP
8,000,000 Fans
17,000,000 Fans
25,000,000 Fans
Case Study: Samsung
Becomes No.1 Brand in Europe44 Facebook Pages for 28 countries in 25 languages
Awarded 'Socially Devoted'
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SAMSUNGSJOURNEY TO 25 MILLION FACEBOOK FANS IN EUROPE
Case Study: Samsung
Becomes No.1 Brand in Europe44 Facebook Pages for 28 countries in 25 languages
Awarded 'Socially Devoted'
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Top 10 Facebook Brand in Malaysia
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Top 10 YouTube Channel in Malaysia
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INTERNAL
STRENGTH WEAKNESSES
OPPORTUNITY THREAT
EXTERNAL
HELPFUL HARMFUL
Step 1: Analyse Your Company
The basis of any good strategy is to clearly identify and understand the environment in which you are
operating. Start off with a simple SWOT analysis to review your internal strengths and weaknesses andexternal environment opportunities and threats
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Audience Characteristics Interests Influencers
Partners
- Highly engaged
in sector
- Specialised
knowledge
- Best practice
examples
- Latest trends
and research
- Sector heads
- Academic
research
- Sector
research
Coaches
- Passionate
about their
programme
-Specialisedknowledge
- Best practice
examples
- Training and
development
- MyNEF
coaches
- Academic
research
Step 2: Analyse Your Audience
It is important to define and understand the audience groups you want to connect with, and who may be
interested in connecting with you. Youll need to know what they are looking for.
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Question to Think of: managed by one staff member or a group?
how will you encourage other staff members tocontribute?
how often will you need to check your platforms?
how much time will you be able to dedicate toresponding and interacting?
what is your acceptable response time forresponding to questions?
do any staff already have a good understanding ofthe platforms?
Step 3: Assess Your Resources
Remember dont assign social media to the youngest person just because they are familiar with the tools.
Social media requires someone connected across the business and can tap into all the different facets ofyour organisation.
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St 4 D fi Y Obj ti
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Question to Think of: What messages are your audience interested in
receiving?
What questions/challenges does your audience
face and can you assist? Which of your products or services would addvalue for your audience?
How visible is your brand in the eyes of youraudience?
How can you deepen the relationship with youraudience?
Step 4: Define Your Objectives..++
Remember, the key to social media is that it should be a two-way conversation. Therefore in setting your
objectives, it is important to assess the value for the user, not just your organisation.
St 5 E l t Y O ti
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Question to Think of:When deciding which content to feature on yoursocial media platform, consider:
Which topics are most popular on your website?
Which search terms are fans looking for to get toyour site?
What content do you currently have that could beof interest?
What content could we easily access and share?
Step 5: Evaluate Your Options
Even if you never post a single comment, social media tools can still be useful in monitoring and listening to
conversations and comments about your organisation orother relevant subjects.
St 6 M k A Pl
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To identify the best platforms for yourorganisation, think about these questions:
What social media platforms are our targetaudiences already using?
What platforms best suit the types of content wehave available?
How much time commitment is required tomanage this platform?
Is our organisation happy with the terms of serviceof the platform?
How do the platforms fit together?
Step 6: Make A Plan
St 7 I l t ti
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Question to Think of:
Who will check information before it is published?
Who will be responsible for reviewing/monitor the page?
What behaviour will your organisation not tolerate and
why?
Which of your stakeholders can help promote you on
social media?
Which existing tools can you use to let people know
about your sites? For example, your website /
promotional materials.
How can you incorporate social messages into offline
communications activities such as conferences,
events,etc?
Step 7: Implementation
Even if you never post a single comment, social media tools can still be useful in monitoring and listening to
conversations and comments about your organisation orother relevant subjects.
St 8 W t h A d L
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Below is a summary of some of the key tools you may want
to consider for managing your social media platforms andgaining valuable analytics to track your progress
Google Analytics
(www.google.com/analytics) Facebook Insights (www.facebook.com)
Twitter Metrics (www.twitter.com)
Hootsuite (www.hootsuite.com)
Step 8: Watch And Learn
It is important to note that not all benefits of social media can be quantitatively measured Therefore the best
insights come from a combination of measurement tools and an intrinsic understanding of your audience and
content.
St 8 W t h A d L
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Step 8: Watch And Learn...
Step 9: Refine And Improve
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Question to Think of:
What is the best time to get the most engagement?
What types of content get the best engagement with
fans?
Are you providing a good mixture of media types(photo, video, links)?
What content tends to elicit negative responses?
Are you following up quickly enough?
Step 9: Refine And Improve
New social media tools come into the market all the time. While its important to keep up to date, dont be
tempted to jump on board the bandwagon of the latest tool without going through a thorough assessment
(steps 1-6) to ensure the new tool will adequately meet a need in your organisation.
Notes: Understand Social Terminology
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Facebook Twitter Google+What's on your mind? Whats happening? Share whats new
Comment Reply Comment
Like Favorite +1
Share Retweet Share
Friend List Following/Followers CirclesFriends of Friends n/a Extended Circles
News Feed Timeline Stream
Chat n/a Chat
n/a n/a Hangouts
Tag Mention Mention
Notifications n/a Notifications
# Hashtags (#) #
1 2 3
Notes: Understand Social Terminology
The following table shows how terminology is used across the three platforms . Terms on each row are more
or less equivalent.
Exercise
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Objective: Market your product using socialmedia.
1. Make a Storyboard
2. Create Blog for: Product Testimonial,Promotion, etc
3. Shoot a Video, Upload to YouTube and linkto your blog
4. Link to Facebook, Promote and GetFeedback
Exercise
In the long history of humankind, those who learned to collaborate and improvise most
effectively have prevailed. - Charles Darwin /1809-1882/