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Social Media Plan/Strategy Template (created for Intuit)

This is a very macro-level social media yearly plan, meant to serve as a template.

DISCLAIMER: This is something I created as a personal assignment and I'm in no way affiliated to Intuit or it's agencies/partners.

(The title slide image is courtesy its original publisher.)

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Social Media Plan/Strategy Template (created for Intuit)

  1. 1. Employer Branding Social Media Plan Produced For:
  2. 2. Introductory Slides I’ve left out the following optional slides from this presentation: • The social media landscape • State of social media in IT • SWOT analysis of Intuit’s current Digital Media initiatives • Comparison between Intuit and its competitors • Benchmarking against some of the best in class NOTE: Slides 7 – 10 are merely samples to demonstrate the idea behind how individual channel strategies and campaign related initiatives will be developed.
  3. 3. 1 Short-term (12 month) Strategy Create Visibility: Look to expand Intuit’s footprint and presence. Brand Intuit as one of the best companies to work for . Leverage Develop Brand Persona: Implement campaigns that will entice the TG and will position Intuit as one of the best places to work. Engage existing and potential employees/talent . Create/nurture social properties across relevant channels Grow Engage Generate Traction: Build and nurture a community of well engaged fans, in the form of employees and potential talent.
  4. 4. 2 Linking Objectives to Processes OBJECTIVES FOR INTUIT PROCESSES INVOLVED Create/nurture social properties across relevant channels Engage existing and potential employees/talent Brand Intuit as one of the best companies to work for 1. 2. 3. • Presence Management • Community Management/Moderation • Response Management • Advocacy Management • Campaign Management
  5. 5. 3 Process Definitions Presence Management • Audit existing Intuit social properties • Revamp UI and UX for branding and messaging consistency • Identify and set-up presence on new platforms/channels • Maintain a centrally accessible content calendar • Aggregate and repurpose content and optimize for social media • Develop artwork • Publish content • Promote content across channels and sites Community Management • Listen to conversations and mentions about Intuit across digital channels including discussion forums and job boards • Manage comments and user interactions • Create opportunities for 2- way interactions • Nurture and grow community of loyal followers/fans • Keep track of competitor best practices Response Management • Build a repository of canned responses for generic enquiries • Work with Intuit’s internal stakeholders to draft responses to level 1 and level 2 (high importance)user posts • Work with PR team to build contingency plans for negative sentiment backlash Campaign Management • Develop campaigns for employer branding • Constantly ideate to come up with innovative campaigns • Leverage content like testimonials, corporate films, work culture demonstrations etc. to create engaging campaigns • Implement and monitor campaigns across channels Advocacy Management • Identify both external and internal advocates whose networks can be leveraged to propagate Intuit’s brand messaging • Build a list of advocates who can be used to augment positive sentiment and neutralize negative sentiment, when the need arises
  6. 6. 4 Implementation Roadmap The processes will be implemented over 3 phases, in order to reach critical mass at the end of 12 months and scale further SCALE Priority Scale Lowest Highest PHASE 1 Community Management Presence Management PHASE 2 Response Management Campaign Management Community Management Presence Management PHASE 3 Advocacy Management Response Management Campaign Management Community Management Presence Management 0 – 3 months 3 – 7 months 8 – 12 months 12+ months
  7. 7. 5 Setting Expectations – Broad Overview Process Presence Management Community Management Response Management (Vendor) Intuit Deliverable to Intuit • Identify relevant channels where Intuit needs to be present • Set-up presence and nurture fan/follower base • Work with Intuit’s marketing team and other internal functions to aggregate/develop content • Publish posts and subsequently generate traction for the content • Access to marketing and other functional/business stakeholders • Content/graphic/logo/color palette guidelines • Sign-off on content and channel specific activities • Appealing content and UX across channels • Increased engagement using peak time and content relevance metrics • Create opportunities for 2-way interactions • Listen to what is being spoken about Intuit across the digital landscape - • Custom alerts to Intuit stakeholders whenever there’s a level 1 (High importance) incident/comment • Daily/weekly summary of top conversations, sentiment, influencers etc. • Work with Intuit to draft responses to user queries/comments that warrants a response • ‘Tone’ guidelines to be adopted – for e.g. Conversational, contextual/helpful etc. • Daily workbook with all the responses posted across properties Advocacy Management • Identify external/internal influencers or advocates whose online network can be leveraged to create visibility for Intuit • Access to senior leadership/executives • Access to select employees • Deliverables will be executed under campaigns Campaign Management • Develop and implement campaigns /contests for employer branding and events • Develop content for all campaigns • Sufficient notice before launch of a new campaign • List of incentives/give-away allocated to campaigns • Campaign reports including engagement metrics at the end of the campaign
  8. 8. 6 Channel Presence Strategy PHASE 1 PHASE 2 PHASE 3 SAMPLE CHANNEL LISTENING LIST (watering holes where employees are likely to talk about Intuit): 1. www.glassdoor.com 2. www.mouthshut.com 3. www.quora.cpm 4. www.techjobs.co.in 5. www.siliconindia.com
  9. 9. 7 Facebook Strategy * Example Current fan base: 1,845 Target fan base: 10,000 (at the end of 12months) Guidelines: Current Avg. Monthly Engagement: 565* Target Avg. Monthly Engagement: 5000* (at the end of 12months) • Concentrate more on image based content and infographics • Publish a minimum of 2 posts everyday • Identify peak-times when content is most likely to get traction and schedule posts accordingly • Identify content that works with the fans and tailor content accordingly • Incorporate trivia questions, current affairs and leadership quotes into content strategy • Track inbound traffic from the Facebook page to the careers microsite • Post prompt (AHT: 4-5 hrs) responses to user enquiries Sl# Activity/Campaign Activity Duration 1. Run employee testimonial video series Once every month 2. Run a photography contest 2 weeks 3. Intuit Hackathon 1 Day 4. Run a client showcase – Publish case studies with client permission Once every 2 months 5. Culture Showcase – Photo/video series (internal events, campus, teams etc.) Once every 2 weeks
  10. 10. 8 *Hackathon: Plan Of Action (POA) * Example Concept: Hackathons are events where software developers and programmers come together, under one roof, to collaborate on a software project. Idea: Invite applications from programmers/developers to participate in the Hackathon, where the top 3 (winners) gets placed with Intuit. POA: • Run a promotional campaign announcing the event, one month prior to the scheduled start • Run a Facebook ad campaign to garner maximum reach – targeted at IT professionals between the age of 20 - 30 • Ask applicants to submit applications along with educational qualification, work experience and POC (proof of concept) of an independent project that they have worked on • Screen applications and select 20 top candidates with potential • Post individual invitations tagging each of the 20 shortlisted applicants with a message along the lines of “Are you ready to battle it out in the Intuit Hackathon? Say Aye if you got what it takes.” • During the day of the Hackathon event, post regular updates, photographs and videos to the Intuit Facebook page • Showcase finished project over the next week • Showcase the chosen top 3 once the decision has been (inside 2 weeks) made post the event
  11. 11. 9 Twitter Strategy * Example Current fan base: 0 Target fan base: 5,000 (at the end of 12months) Guidelines: Current Avg. Monthly Engagement: 0* Target Avg. Monthly Engagement: 10,000* (at the end of 12months) • Concentrate more on image based content and infographics • Publish a minimum of 4 tweets everyday • Identify peak-times when content is most likely to get traction and schedule tweets accordingly • Identify content that works with the followers and tailor content accordingly • Post prompt (AHT: 2-3 hrs) responses to user enquiries • Follow-back every (real) user who follows the Intuit India handle • Follow client stakeholders including CXOs and VPs and also follow Alliance partners • Retweet tweets from the Intuit corporate handle, clients and alliance partners, as and when deemed fit • Post snippets from senior leadership infrequently, with their comments on the economy, industry and matters affecting the society as a whole Sl# Activity/Campaign Activity Duration 1. Intuit Tweet-up 1 Day 2. Tweet chats with Intuit’s senior leadership One every calendar year quarter 3. Twitter contests with generic themes – sports, current affairs and technology innovations etc. One every calendar year quarter
  12. 12. *Tweet-Up: Plan Of Action (POA) * Example Concept: Tweet-ups are events where users from Twitter meet offline and socialize Idea: Conduct a trivia contest where users who respond correctly and quickly get invited to spend a day at Intuit’s campus and meet with various functional departments and any one senior leader. POA: • Run a promotional campaign announcing the event, one week prior to the scheduled start • Run a promoted tweet ad campaign to garner maximum reach – targeted at IT professionals between the age of 20 - 30 • On the contest days (max. of 2 days), pick 25-30 winners who responded to the trivia questions correctly and quickly and invite them to attend the tweet-up • During the day of the tweet-up, capture snippets on video and subsequently publish to all social properties • Take photographs from the event and publish to Twitter • Take a group photo of the tweet-up participants and after the event, courier the framed photo to the participants, with a caption along the lines of – I participated in the Intuit Tweet-up! – January 2015 10
  13. 13. Thank You Ragesh Nair ragesh.nair@aol.in www.ragsnair.com

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