This is getting started with Eric Mills who will be presenting Social media strategic planning workshop during the Bahrain International eGovernment Forum on 10th April 2013 in Bahrain

1. SOCIAL MEDIA STRATEGIC
PLANNING PROCESS
Eric Mills, President
National Institute for Social Media
Join the Conversation
facebook.com/socialinstitute
twitter.com/nismpulse
nismonline.org/blog
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

2. Learning Outcomes
In this webinar you can expect to learn:
o What to expect at the upcoming Social Media Strategic
Planning Process program at the eGovernment Forum
2013
o How to create effective social media goals
o Connect social media goals to organizational goals
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

3. Business Scenario
o Four months ago XYZ Brand decided to
start using social media –
Facebook, Twitter, LinkedIn – expecting
great things to happen
o Today, your sales manager is
complaining that leads have not
increased, and no new likes are coming
in
o In addition, your customers are not
using social media to say positive
things, but negative things about the
products that they offer
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

4. WHY DO
ORGANIZATIONS FAIL
TO FIND SUCCESS IN
SOCIAL MEDIA?
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

5. STRATEGIC
PLANNING
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

6. Industry Analysis
A study called, “The Evolution of Social Business: Six Stages of
Social Business Transformation” was recently released.
o 700 social media professionals and executives were surveyed and
asked about their social media strategy.
o Is social media strategy clearly aligned with strategic business
goals of an organization?
o Is the organization aligned to support and enable the execution of
that strategy?
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

7. 12% confident
that their company
has a social media
plan that looks
beyond the next year.
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

8. 50% think that
executives are
“informed, engaged
and aligned” with
social strategy.
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

9. 33% felt that
metrics used to
measure the results
of social activities
are connected to
business outcomes.
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

10. Social media
strategy is NOT
independent from
organizational
strategy.
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

11. Social vs. Business
Objectives
There are core questions to be considered:
• What is your organization’s mission and vision?
• What are your current organizational strategic objectives?
• How can social media best compliment those objectives?
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

12. Goal Setting Process
o Consider business objectives
o Develop goals that are aligned with those objectives
o Answer the following questions to ensure that the goal is
going to give you the best possible outcome
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

13. Write Down a Goal
For example:
“We want to grow our friends & followers
on our social media platforms.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

14. Is the Goal Specific?
o In our goal of “growing friends and followers on our social
media platforms” the level of specificity is not very high.
o Let’s update our goal statement to make it more
specific…
“We want to grow our friends & followers
on Facebook & Twitter.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

15. Is the Goal Measurable?
o In our goal of “growing friends and followers on Facebook
and Twitter.” we don’t have a measurable to validate
whether the goal is complete.
o Let’s update our goal statement to make it more
measureable…
“We want to grow our friends & followers
on Facebook & Twitter from 1000 to
1,000,000.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

16. Is the Goal Attainable?
o In our goal of “growing friends and followers on Facebook
and Twitter from 1000 to 1,000,000,” the ability for us to
get to one million friends & followers would be nearly
impossible in the short term.
o Let’s update our goal statement to make it more
attainable…
“We want to grow our friends & followers
on Facebook & Twitter from 1000 to
10,000.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

17. Is the Goal Relevant?
o In our goal of “growing friends and followers on Facebook
and Twitter from 1000 to 10,000,” does this compliment
our current business objectives if our current business
objective is to get more sales leads?
o Let’s update our goal statement to make it more
relevant…
“We want to grow our sales leads from
friends & followers on Facebook &
Twitter from 100 to 1000.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

18. Is the Goal Time-based?
o In our goal of “growing our sales leads from
friends/followers on Facebook & Twitter from 100 to 1000,”
we have not assigned a date for the goal to be evaluated.
o Let’s update our goal statement to make it time-based…
“We want to grow our sales leads from
friends & followers on Facebook & Twitter
from 100 to 1000 by Dec. 31, 2013.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

19. Which Goal is Better?
“We want to grow our friends & followers
on our social media platforms.”
OR
“We want to grow our sales leads from
friends & followers on Facebook & Twitter
from 100 to 1000 by Dec. 31, 2013.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

20. Which Goal is Better?
“We want to grow our friends & followers
on our social media platforms.”
OR
“We want to grow our sales leads from
friends & followers on Facebook & Twitter
from 100 to 1000 by Dec. 31, 2013.”
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

21. What’s Next?
Attend the eGovernment workshop to learn more about:
o The Social STP Analysis
o Social Media Audits
o Platform Selection Techniques
o Audience Identification Tools
o Content Development Templates
o And much more!
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED

22. Questions?
AN APPROVED COURSE OF THE NATIONAL INSTITUTE FOR SOCIAL MEDIA © 2013 ALL RIGHTS RESERVED