[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

………………………………

Social Relationship Management Lifecycle

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

Social Relationship Management Lifecycle - Discovery

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

CURRENT LANDSCAPE

• Assess your current situation with social activity

• Compare with key competitors

• Gap analysis – what are competitors doing well?

• Identify resources available• Clearly state social media

goals

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

1. LISTEN

• Create lists of keywords that reflect your business, industry, brands, services and competitors

• Set up topics for social listening across the web by using the lists of keywords

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

2. LEARN

• Monitor and analyse social conversations through Key Performance Indicators– What are they saying? Where? When? Who?

With what impact?• Follow up the evolution of conversation

sentiments and content types and recognise trends and gain insights

• Understand how people perceive your brand, competitors and your campaigns

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

3. ENGAGE

• Respond to customer queries, issues, positive comments and purchase intentions in social with the right context and at the right time

• Automate conversation labelling and assignments to staff to respond

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

4. PUBLISH

• Create engaging content and start conversations based on the insights from social listening

• Target and publish great content

• Streamline management by automating workflows

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

5. ANALYSE

• Monitor responses• Track KPIs over time to understand your impact

[Marketing Decisions Confidential Proprietary][Marketing Decisions Confidential Proprietary]

Continue the Discovery Process