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Social Media Strategy - How to build your social business
Kamales Lardi, Lardi & Partner Consulting GmbH 4th October 2013
@kamlardi
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Remember the old days?
‘’Ye Olde CommsHero’’‘’Ye Olde Comms & Marketing’’
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Today with social media, it’s a little different…
Sophisticated
Informed
Tech-savvy
Connected
Interactive
Social Customers
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…but have companies changed?
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Why are there so many disasters?
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Social Media Strategy Framework
Source: LPC point of view, 2012
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Stages of Maturity
Val
ue
Cre
atio
n
• Aware of Social Media but not used for business
• No or only information monitoring
• Aware of Social Media & impact on business
• Monitor relevant online conversations & analyze for key messages
• Able to participate in customer online conversations
• Identified key Social Media channels to communicate brand message
• Brand message tells company story
• Structure to respond to customers set up
• Embedded in existing customer service channels
• Employees actively involved or encouraged
• Actively participating in Social Media
• Contribute value through content
• Social Media channels contribute to strategic objectives
Maturity Assessment Tool:
http://www.lardipartner.com/smma/
Source: LPC point of view, 2012
How ready is your company?
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Create a Social Media Superhero…
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Create a Social Media Superhero…
Strategy & Objectives
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Strategy & objectives
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YourCompany Social Media
Business
value?
Potential vs.
risks?
RoI?
Next steps?
Strategy & objectives
Set-up social media accounts
Get decent followers / likes
Create content calendar
Measure metrics: likes, retweets, views
…. Now what??
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Business Goals
Departmental Goals
Social Media Goals
Social Media Tactics
Social Media Metrics
Strategic Metrics
...but they should be here!
Many companies are here...
Social Media Strategy Funnel
Strategy & objectives
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Strategy & objectives
Social MediaInitiatives
Business Goals
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Create a Social Media Superhero…
Strategy & Objectives Governance & Risk
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Governance & risks
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Create a Social Media Superhero…
Strategy & Objectives Governance & Risk
People & Org Structure
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People & organisational structure
Source: Altimeter Research, 2013
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People & organisational structure
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Create a Social Media Superhero…
Strategy & Objectives Governance & Risk
People & Org Structure Technology & Processes
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Technology & processes
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Create a Social Media Superhero…
Strategy & Objectives Governance & Risk
People & Org Structure Technology & Processes
Content, Engagement & Channel
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Content, engagement & channel
Hubspot – Content Marketing
Use compelling content
Launch contests, competitions & games
Swiss Re – Ourspace
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Content, engagement & channel
Leveraging ambassadors / key influencers
Engage emotionally with audiences
Lancome - YouTube Vloggers
Chipotle – Scarecrow Game
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Become the CommsHero you know you can be…
Strategy & Objectives Governance & Risk
People & Org Structure Technology & Processes
Content, Engagement & Channel
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Thank you
@KamLardi
ch.linkedin.com/in/kamaleslardi
slideshare.net/kamalesn
xing.com/profiles/Kamales_Lardi
lardistrategy.com
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