AP42 Social Media Workbook v6

8/3/2019 AP42 Social Media Workbook v6

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Social Media

Workbook

MASTERS OF NEW MARKETING | www.AP42.com


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A P 4 2 S o c i a l M e d i a W o r k b o o k 1

Setting yourself on

the right course insocial media startswith asking theright questions.

As with goodjournalism, thesequestions startwith words likeWhy, Who,What, Whenand Where beforegetting to How.

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2

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This workbook is the rst of a three step process. As with all effective

marketing programs, the three steps are actually part of a continuous cycle,where investigation, planning, and execution continue as the system is

measured and learning from experience is fed back into the process.

The second step is the creation of a Playbook, that turns each of the questionsinto imperative statements. The question of Who turns into an imperative

that assigns roles and responsibilities to those in your organization and its

agencies relative to social media. What denes the platforms and thecontent that will be shared on these platforms. When denes the timingof activities related to the Who and What answers. How details the

steps that Who will take on What platforms and content on a timeline

determined by When. Where ties this all together with any location-basedor physical presence represented by your online social activities. All of this

continues to roll up to the primary answer to Why.

Once the questions have been asked in the workbook, and answered in theplaybook, youre ready to execute. The third step is to get out and use these

media.

WHY?

WHEN?

WHAT?WHO?

WHERE?

HOW?


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If everything issocial, what do youmean by socialmedia?

Businesscommunicationshave always hada social element.Models of trustsuch as word-of-mouth predateeven the writtenword. What haschanged, even inthe digital space,are the models,methods and

technologies usedto facilitate thepower of peopleto use these mediato search, connect,and share.

If all digital media are social, then what do we mean byfocusing on social media as something specic?

Good question. Your website is social if it is sharable. Google searches are

social in that they reect how many people use a network to search andconnect information. Email is social if its forwarded. Message boards are

obviously social places, too. They may not be the shiny new objects in the

social sky, but they are all important, and need to be considered as part ofa social media marketing strategy.

The key component of social media strategy is not eachplatform in isolation.

Some platforms are better known as social networks because theyare primarily built on the connections among people, and present those

connections as their primary content or function. But overall social media

marketing stitches these together with media not considered specicallysocial to create a system that functions greater than the sum of its parts.

The purpose?

To complement your top-down, business-controlled, brand-dened marketing

communications with participation in the wider communications amongpeople that may affect your business and your brand. Advertising to people

on Facebook is not social media marketing, its advertising. Providingcontent on Facebook that people will share with each other, allowing them to

communicate, validate, reinforce - thats social media marketing.

SocialM

edia

A P 4 2 S o c i a l M e d i a W o r k b o o k


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Are you ready?

With the rapidrise in socialmedia platforms,

most people havebeen exposedto one socialmedia platform oranother. Often thisexposure has onlybeen to platformsin the context oftheir personallife: classmates,

relatives, friendsand neighbors.Translating these tobusiness contextsmay not always beso obvious.

For those unsure of how to proceed, we recommend a period of observation

with different platforms. You may need to create an account for best access,but you dont need to actively participate, and you can set your privacycontrols accordingly. For example, use Twitter as a search engine and look for

terms relative to your business. Once you see what people are saying, look

more deeply into who they are, links to their sites, etc.

Where it gets interesting is when you see three things:

Who else are they following?

Who is following them?What lists are they on?

By following these connections, you will start to see people who are leading

the conversations and the trends relative to your business, who is payingattention to whom, and what language they are using. After a while, you may

choose to follow some of these people on Twitter, or add them to your ownlists, and check in on the feed occasionally to see what is new. All without

writing your rst tweet!

With enough exposure, it should start to come naturally to you how you might

participate in this conversation, both as an individual and as your business.

Whoelsearet

heyfollowing?

Whoisfollowingthem

?

What lists arethey on?



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Business presence vs

Individual presence vs

Personal presence

One of the obstacles

to social media

marketing is dening

the balance between

how your business is

represented and how

individual people are

represented.

Traditional marketing communications has often used individuals to

represent the business along with the brand, from CEOs to they guy whocould stop the production line at Saturn by yanking on a rope. Social

media has added new dimensions to the association of businesses with

the people who work for them. Because some social media systems such

as Facebook have personal accounts at the core, it may be difcult to

operate in them with only the face of the business.

Trickier yet is the fact that individuals use of social media may transcend

their workplace, and for them to participate on behalf of their business

without blending their business and personal personae requires specic

knowledge, planning and discipline. Some employees are not willing to

turn all 24 hours of their day to company, but some platforms such as

Facebook do not allow multiple accounts reecting business and personal

faces. Privacy controls and lists only go so far to separate out multiple

parts of peoples lives.

Identifying ahead of time the brand identity of the company and

any individuals that will be associated with it will allow you to more

effectively plan your presence. Specic company rules for social media

participation may be helpful, but in this era, they will never allow for

complete control of the 360 identities of employees.



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WHY?COMPANY

COMPLETED BY

Long term (>1 year):

Mid term (1 year):

Short term (this quarter):

Why are you doing this: what are your business objectives?

The rst question we are asking is Why?It is important to understand your business objectives relative to social media. It is new, and it is shiny, but

is that enough? Do you understand how social media integrates with your overall business model and anintegrated marketing strategy? It is also important at this point to ask Why? from the viewpoint of your

customers. Why should they care? Why do they want to interact with you via social media? Why should

they tell their friends. Start with these questions before you move on.

What is the brand essence that you wish to support via social media?

Why does anybody care?

What value are you offering to your customers by engaging in their social media spaces?



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WHO?

Weve split the Who? part of our workbook into two sections. The rst is about your audience, those people out there who (if you completed the rst part of this work-

book) have a reason to engage with you via social media. Answer these questions to start thinking aboutyour audience in a little more detail.

Who are your customers?

What social media do they currently use?

How ready are they for social media engagement?

Do different kinds of customers use different social media?

What percentage of your customers:

PART 1

Dont participate in social media

Read social media without joining

Join social media platforms

Use social media information to form decisions

Use social media to register opinions

Create content and share it with social media

- posts, pictures, videos, etc.

Share links or other collections of content

on social media

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WHAT?

What social media are you already using?

What social media are your customers already using?

What social media are your competition already using?

What social media systems do you plan to use?

How will your social media systems work together?

What custom application/use of media do you plan to use?

What are any regulations or codes of conduct/ethics that govern your industry?

Our What? questions

delve into the things you may already be doing in social media, what you have been considering or otherfactors that affect how you will be participating in various social media platforms.

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Who is your Social Media czar?

Who is responsible for communication?

How much time do you have to allocate to social media?

Who is responsible for content creation?

Who is responsible for customer support?

Who is responsible for content approval?

Who is responsible for:

WHO?PART 2

marketing and message:

review and insight:

legal:

representation -the face of your brand:

Who? part two, is all about you.

As you consider your organizational readiness, begin to think about who may be responsible for differentfacets of the operations. It all may come down to one person, or may be spread out among a number of

departments.

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WHEN?

Ongoing - on demand

Weekly

Quarterly

Daily

Monthly

Annually

Emergency Mode

The question of When?addresses the cadence of communications through social media, and asks you to consider your ability to

work on different time scales for different purposes. Use this section to ll out some ideas how you might

realistically engage with varying frequencies. Remember, as well, that you may need to be involved or re-spond quickly to emerging situations or opportunities, and that these often defy the calendar!

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WHERE?

Where? in the world

If you are a company that serves its customers via physical locations, you may use social media as partof the bridge between online engagement and visits to your locations. You may also extend your reach

globally, as people may recommend your products or services to friends and contacts around the world, or

to visitors to your locality.

If your business already serves global markets, social media can accelerate the connections.

Local customers:

Regional customers:

National customers:

Global customers:

How do you interact with them online?




Do you serve them through a

physical location?

Do you serve them through aphysical location?

Do you serve them through aphysical location?

Do you serve them through a

physical location?

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HOW?

The last question, How?

starts to home in on how this will all come together for your organization. Answering these questionsleads to a more in-depth planning process, where you take the answers from the other sections, and beginto develop a roadmap to success.

What planning have you done and will do next?

Do you know how to register as a business in various social media platforms?

How will social media presence integrate into your business operations?

How will social media presence integrate into your marketing and sales operations?

How will you prepare for crisis or opportunity arising from your social media presence?

What workow will be required to maintain and manage a presence in social media?

How will you monitor and measure activity in social media?

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Now that you have answered the questions to get you started on the road to successful social media marketing,

you will be better prepared for the next stage of detailed planning.

For further information or assistance in the planning process, please contact us:

2303 Camino Ramon, Suite 280San Ramon, CA 94583

(925) 901-1100

[email protected]

http://www.AP42.com

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AP42 Social Media Workbook v6

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Transcript of AP42 Social Media Workbook v6