The 7 Drivers of Social Media Management Framework is adapted from the Marketing Communications Framework as taught at the Edinburgh Business School. This presentation walks the reader through the seven necessary steps to successfully manage social media activities in a company or for a brand. All pictures/graphs taken/created by the author, except where stated/sourced differently.

1. 7 DRIVERS of
The
SOCIAL MEDIA
MANAGEMENT
‘thinking beyond status updates and tweets’
Sebastiano Mereu
@sebinomics

2. The 7 Drivers are:
1) Context
2) Objectives
3) 3 Ps of Communication
4) Content
5) Resources
6) Planning
7) Monitoring

3. What is
Social Media...?

4. Many definitions
to choose from.
☜
☜
☜
☜
☜
☜
☜

5. ...IMHO, it is about this:

6. The 3 IMPERATIVES of
SOCIAL MEDIA

7. Telecommunication
1st imperative

8. Interactive Dialogue
2nd imperative

9. Democratization of Information
3rd imperative

10. The 3 Imperatives of Social Media:
1) Telecommunication
2) Interactive Dialogue
3) Democratization of Information

11. Driver 1
CONTEXT

12. ft he
o ?
te xt ell
n to t
co t
he an
st ew
ti w
ha ry
W to
s

13. The INSIDE Analysis:
THE COMPANY

14. The INSIDE Analysis:
THE COMPANY
Answer 3 Questions:
1)

15. The INSIDE Analysis:
THE COMPANY
Answer 3 Questions:
1) Who are we?
2)

16. The INSIDE Analysis:
THE COMPANY
Answer 3 Questions:
1) Who are we?
2) What knowledge do
we have in-house?
3)

17. The INSIDE Analysis:
THE COMPANY
Answer 3 Questions:
1) Who are we?
2) What knowledge do
we have in-house?
3) What content is
already available or can
be created in-house?

18. TheOUTSIDE Analysis:
THE ENVIRONMENT

19. TheOUTSIDE Analysis:
THE ENVIRONMENT
Competitors:

20. TheOUTSIDE Analysis:
THE ENVIRONMENT
Competitors:
1) What are they doing online?
2)

21. TheOUTSIDE Analysis:
THE ENVIRONMENT
Competitors:
1) What are they doing online?
2) Which channels are they using online?
3)

22. TheOUTSIDE Analysis:
THE ENVIRONMENT
Competitors:
1) What are they doing online?
2) Which channels are they using online?
3) What stories are they telling?

23. TheOUTSIDE Analysis:
THE ENVIRONMENT
Target Audience:
1)
Adapted from: The Tanning of America, Steve Stoute

24. TheOUTSIDE Analysis:
THE ENVIRONMENT
Target Audience:
1) What distinguishes their mind-set?
2)
Adapted from: The Tanning of America, Steve Stoute

25. TheOUTSIDE Analysis:
THE ENVIRONMENT
Target Audience:
1) What distinguishes their mind-set?
2) Where do they *e-mingle*?
3)
Adapted from: The Tanning of America, Steve Stoute

26. TheOUTSIDE Analysis:
THE ENVIRONMENT
Target Audience:
1) What distinguishes their mind-set?
2) Where do they *e-mingle*?
3) What needs and wants define them?
4)
Adapted from: The Tanning of America, Steve Stoute

27. TheOUTSIDE Analysis:
THE ENVIRONMENT
Target Audience:
1) What distinguishes their mind-set?
2) Where do they *e-mingle*?
3) What needs and wants define them?
4) What characteristics describe our
consumer in control?
Adapted from: The Tanning of America, Steve Stoute

28. Also ask: How do our stakeholders
perceive our company or brand?
Perception

29. Recap:
CONTEXT
> Inside Analysis: Company
> Outside Analysis: Environment
- Competitors
- Target Audience

30. Driver 2
OBJECTIVES
with Metrics and Return on Investment

31. how many?
how much?
what else?

32. Margaret Francis suggests,
“Measure strategy,
not stuff.”

33. ...with these 4 kinds of applied metrics:
>
>
>
>
Margaret Francis

34. ...with these 4 kinds of applied metrics:
> Brand Perception
>
>
>
Margaret Francis

35. ...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
>
>
Margaret Francis

36. ...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
> Revenue Growth
>
Margaret Francis

37. ...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
> Revenue Growth
> Support Savings
Margaret Francis

38. Mrs Francis’
approach makes good
points, but I’m generally a
sceptical person. Hence, I
rather create or adapt my
own system.

39. My suggestion...

40. Adapted EBS Approach

41. Adapted EBS Approach
Corporate Objectives
Provide basic direction for activities of an
organization in pursuit of its mission.

42. Adapted EBS Approach
Corporate Objectives
Provide basic direction for activities of an
organization in pursuit of its mission.
Marketing Objectives
Sales-related objectives, such as market
share, sales revenues, volumes, ROI, etc.

43. Adapted EBS Approach
Corporate Objectives
Provide basic direction for activities of an
organization in pursuit of its mission.
Marketing Objectives
Sales-related objectives, such as market
share, sales revenues, volumes, ROI, etc.
Communication Objectives
Awareness levels, perception, comprehension,
attitudes and overall degree of preference
for the brand

44. ROI of Social Media

45. Why management would allocate resources to
social media, according to Olivier Blanchard:
Reason #1:
It will result in a cost reduction.
Reason #2:
It will generate more revenue.

46. “Things happen
in sequence.”
-Olivier Blanchard

47. > investment
> action
> reaction
> non-financial impact
> financial impact

48. > investment
> action
> reaction
> non-financial impact
measure
> financial impact ☜ ROI here!

49. ...with these 4 kinds of applied metrics:
> Brand Perception
> Marketing Efficiency
☜ measure ROI here!
> Revenue Growth
> Support Savings
Margaret Francis

50. Adapted EBS Approach
Corporate Objectives
Provide basic direction for activities of an
organization in pursuit of its mission.
measure
Marketing Objectives ROI here!
☜
Sales-related objectives, such as market
share, sales revenues, volumes, ROI, etc.
Communication Objectives
Awareness levels, perception, comprehension,
attitudes and overall degree of preference
for the brand

51. Recap:
OBJECTIVES
set,
> corporate goals
> marketing goals
> communication goals

52. Driver 3
3 Ps of
The
Social Media
Communications

53. Internet content is static -
internet behavior is dynamic

54. 3 approaches to
Social Media
Communications:
1) PUSH
2) PULL
3) PROFILE

55. PUSH
Pushing out
content to the
target audience

56. ...and its three
imperative adjectives:
1) anticipated
2) personal
3) relevant

57. PULL
Target audience
pulls content on
own initiative

58. PULL
Actions to maximize the
power of pull strategies:
❑ Provide good content
❑ Refresh it often
❑ Skip the flash (and Flash)
❑ Make it fast
❑ Help visitors navigate
❑ Optimize for various
devices
❑ ...

59. Basing the brand’s pull strategy on visibility
is the first step for the strategy to be successful.

60. PROFILE
Develop corporate
image and reputation

61. Think, Trust.
“The number one reason why people don’t listen
to you is because they are too busy listening to
their friends! The people they trust.”
- Tara Hunt, The Whuffie Factor

62. Think, Social Capital.
[=] the value of social networks, bonding
similar people and bridging between
diverse people, with norms of
reciprocity.
- Dekker and Uslaner

63. Recap:
3Ps of
Social Media
Communication
PUSH <
PULL <
PROFILE <

64. Driver 4
Social Media Mix:
CONTENT & TOOLS

65. create
original
content
and/or
remix

66. For business, being good at copying is at least as important as being
innovative

67. 7 content marketing tips by Roger Parker:
1) Teach
2) Focus
3) Structure
4) Efficient
5) Consistent
6) Personality
7) Leverage

68. the @sebin omics approach
3 Ms of Content:
MAKE,
MANAGE, and
MARKET

69. MAKE Content
Achieve organic growth by regularly
creating consistent content.

70. MANAGE Content
Use 5 Ws Model: Who/Where/What/How/When

71. MARKET Content
It’s about teaching, not selling.
to do:
inform & educate
persuade
remind
maintain contact
Source: Service Marketing, Module 11,
Edinburgh Business School

72. Applying the right tools

73. Source: Picture by douglaswray http://instagr.am/p/nm695/

74. Source: http://www.briansolis.com/2008/08/introducing-conversation-prism

75. Driver 5
RESOURCES

76. Financial Resources
A budget for different activities has to be
set-up and allocated, if social media
campaigns are to be successful.

77. Human Resources
Tasks concerning social media activities have
to be allocated to at least one manager in
charge. Hybrid positions are possible.

78. Driver 6
PLANNING &
SCHEDULING

79. Planning the production of content

80. Planning the production of content
LEVEL vs CHASE
strategy

81. Planning the production of content
LEVEL vs CHASE
strategy
a) Level Strategy
> Provide content on a regular basis.
b) Chase Strategy
> Allocate resources according to
need of situation.

82. Planning the production of content
LEVEL vs CHASE
strategy
a) Level Strategy
> Provide content on a regular basis.
b) Chase Strategy
> Allocate resources according to
need of situation.

83. Scheduling the production of content
Always consider the online
behavior of the target audience.

84. Driver 7
MONITORING

85. “I like the noise of
the democratization
of information.”
“I like the noise @sebinomics
of democracy.”
- Pres. James Buchanan
Picture source: http://en.wikipedia.org/wiki/File:James_Buchanan.jpg

86. “.b ke the noise of
I li
.. ut because ittion
the democratiza ’s
noisy, particular
of information.”
attention has to b
“I like the noise @sebinomics e
given to the proce
ss
of democracy.” of monitoring!
- Pres. James Buchanan
Picture source: http://en.wikipedia.org/wiki/File:James_Buchanan.jpg

87. Use a scorecard to track and analyze your activities
Source: http://mike.schwede.ch/2012/05/15/social-media-analytics-3-scorecard-en/

88. And these are your
7 drivers of social
media management.

89. let’s recap...

90. 7 Drivers Context Company
Environment
Corporate
Feedback
Objectives Marketing
Communication
3 Ps Push
Pull
Profile
Marketing
Research
Content
and Tools
Resources
Planning
Monitoring

91. this was:
7 DRIVERS of
The
SOCIAL MEDIA
MANAGEMENT
‘thinking beyond status updates and tweets’
All pictures and graphics taken or created by
Sebastiano Mereu, except where stated/sourced differently.

92. @sebinomics