Exercises for Workshop 2 'Mastering Social Media Programme' - Social Media Strategy Development

1. Mastering Social Media
‘Stop and Reflect’ Exercises
Workshop 2: Social Media Strategy Development
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
June, 2011

2. The following exercises will form the basis of your Social Media Strategy. Please review and complete in
your own time:
Exercise 1: Social Media Vision ...........................................................................................................3
Exercise 2: Social Media Objectives, KPIs and Targets ..........................................................................3
Exercise 3: Customer Mapping and Segmentation Analysis .................................................................5
Exercise 4: Social Media Priorities.......................................................................................................6
Exercise 5: Organisation, People and Resource Issues .........................................................................7
Mastering Social Media Session 2 Page 2

3. Exercise 1: Social Media Vision
Insert here a clear ‘vision/mission’ statement covering your future social media activities. You should
revisit this once you have completed the rest of the exercises.
Exercise 2: Social Media Objectives, KPIs and Targets
Use the following template to document your Social Media Objectives, KPIs and Targets. To simplify,
agree your KPIs and Targets for Priority 1 Objectives only, at least initially.
Social Media Priority KPIs Targets
Objectives (1 to 3)
A. Market/Customer Knowledge & Insight
Market research/knowledge
Enhanced customer insight/
understanding
B. Engagement & Reputation Management
Customer dialogue; engage with and
energise key customers and influencers
Customer feedback and comment
Reputation management
C. Enhanced Customer Experience and Loyalty
Improved customer experience
Mastering Social Media Session 2 Page 3

4. Social Media Priority KPIs Targets
Objectives (1 to 3)
Building brand loyalty, retention and
repeat business
Customer advocacy
D. Sales/Marketing Effectiveness, Efficiency and ROI
Increased sales
Improved marketing effectiveness,
efficiency and ROI
Building a ‘Quality Customer’ base – a
strong online network of high value, high
growth potential customers
Internationalisation
E. Operations/ Internal Processes
Engage and co-create new product
development
Use of open source and hosted
applications to reduce costs and improve
internal operational efficiency
F. Others
Mastering Social Media Session 2 Page 4

5. Exercise 3: Customer Mapping and Segmentation Analysis
Use the following template to undertake a Customer Mapping and Segmentation Analysis
Customer Importance Strategic Social Media
Group (H/M/L) Objectives Strategy
Mastering Social Media Session 2 Page 5

6. Exercise 4: Social Media Priorities
Agree the main social media actions and initiatives you need to take to achieve your agreed objectives,
taking into account priority customer groups. For each action/initiative, state clearly the overall
objective to be achieved, KPIs and targets.
Key Initiative / Actions 1
Overall Objective KPIs Targets
Key Initiative / Actions 2
Overall Objective KPIs Targets
Key Initiative / Actions 3
Overall Objective KPIs Targets
Key Initiative / Actions 4
Overall Objective KPIs Targets
Key Initiative / Actions 5
Overall Objective KPIs Targets
Mastering Social Media Session 2 Page 6

7. Exercise 5: Organisation, People and Resource Issues
In this section you should address the key organisational, people and resource issues underlying a
successful social media strategy. Consider the following:
 Do we have the right organisational ‘culture’ and ‘mindset’ for Social Media? ‘Be social before
doing social!’
 Is the right organisational and decision-making structure in place?
 Has agreement been reached on resource allocation?
 Who will be responsible for your social media activities?
 What balance has been agreed between internal and external roles and responsibilities?
 Who is the Social Media Champion?
 Do you have agreed Social Media Policies and Guidelines in place covering ‘Proper Use’,
‘Content Management’, ‘Customer Response Times/Quality’ and ‘Legal’ aspects?
Issue Response
Insert here a summary of the key organizational issues that need to be
resolved:
Organisation
Insert here a summary of the key people issues that need to be
resolved:
People
Insert here a summary of the key resource issues that need to be
resolved:
Resource
Mastering Social Media Session 2 Page 7