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Launch of Social Media Strategy Framework

Ross Dawson, July 20, 2009 3:21 PM US PT

Today we launch our Social Media Strategy Framework. This provides guidance and a frame on how organizations can approach engaging with social media, following in the tradition of our highly popular frameworks such as Web 2.0 Framework, Future of the Media Lifecycle, and Influence Landscape.

Click on the image to download pdf

[UPDATE:] The image and file above is of the updated Beta version 2 of the Social Media Strategy diagram - see here for a brief explanation. Click here to download the Beta version 1 diagram.

This is a Beta version, pulled together to release before The Insight Exchange’s Social Media Strategy event today. I can already see some improvements to be made, but I would love to get your thoughts on what’s wrong (and right) for this to be taken into account for the next version.

The Framework begins with LEARN, follows two streams of ENGAGEMENT and STRATEGY DEVELOPMENT, and comes together in the ongoing imperative to DEVELOP CAPABILITIES.

The five key points for each element are also written below.

LEARN
Use social media yourself
Study relevant case studies
Educate senior executives
Hear from practitioners
Explore the latest trends

ENGAGEMENT

LISTEN
Identify relevant social media monitoring tools
Learn how you can best use the tools
Discover what’s said about you and your market
Find relevant communities and conversations
Uncover key influencers

ENGAGE IN CONVERSATION
Enter the conversation
Provide relevant content
Add value to communities
Engage with influencers
Respond positively

MEASURE AND REFINE
Set relevant measures of success
Monitor measures
Capture and communicate success stories
Report to senior executives
Refine your strategy and measures

STRATEGY DEVELOPMENT

PRIORITIZE OBJECTIVES
Improve customer engagement
Enhance brand and reputation management
Accelerate customer-driven innovation
Attract talented employees
Increase sales

ESTABLISH GOVERNANCE
Identify opportunities
Understand risks
Clarify risk of NOT engaging
Set clear social media policies
Communicate policies internally

DEFINE ACTIVITIES
Define first and subsequent phases
Target initial platforms
Identify resources required
Establish responsibilities and time commitment
Link to offline marketing activities

DEVELOP CAPABILITIES
Identify internal ‘champions’ for social media
Train and support champions and staff
Keep abreast of developments
Establish pilot program
Develop a culture of responsible transparency

For the most current insights and trends in the living networks, follow @rossdawson on Twitter!

6 Comments

Esteban Kolsky said:

Interesting model, but I am confused a little bit. You are indeed hitting all the necessary steps in its, but the order makes it a little cumbersome.

I like the idea of two paths to get there, but I am not sure of the timeline of the events. As an example, measurement is critical for success (we agree on that) and must be done -- but where does it sit (time-wise) compared to coming up with a strategy (I guess that is the entire right side of your chart)? How can you set measurements and expectations for results when you don't (or maybe you do) know why you are doing it? When you don't have the activities selected? See what I mean?

Do you execute one item from each side? Alternate?

As I said, I like the items you have but I am not crazy for the timeline effect. I would, If I would have done it, change the order as follows:

listen, understand, set strategy (prioritize objectives and set governance), set metrics and measurements for success, define activities, engage (and, of course, you have to make it iterative so - back to listening mode and understand what is missing / can be improved.

Anyway, that is my 2 cents. Thanks for taking the brave steps of making this public.

July 21, 2009 5:26 AM

cyberdoyle said:

Try this corporate strategy for size:http://bit.ly/sJoj3
Well written, for handing out to people who don't JFDI or don't get IT.
No point in re-inventing a wheel that is alredy written and rolling.

July 21, 2009 6:52 AM

John Wood said:

I would add "your competitors" to "Discover what’s said about you and your market".

Agree with Estaban - not sure about order. You need to determine objectives (KPIs?) before setting measures of success..

But great visualisation - thanks!

July 21, 2009 10:02 AM

Ross Dawson said:

Re order, yes that's certainly something that can be clarified in next versions.

However the world is not linear - it's not as if you wait until you've finished one thing before starting the next.

The right hand side is strategy development, but it's not as if you wait until you've done all of that before you start listening and engaging.

Also, every organization is different, so any framework can only provide a guideline. When I work with a client, we create a clear path forward. The framework can be applied and implemented in many ways.

July 21, 2009 4:27 PM

David said:

A great job!

I'll translate into Spanish and publish in my blog nearly if you don't have any troubles about this

Thanks!

July 24, 2009 7:09 AM

Ross Dawson said:

Great David! Please let me know when you have a Spanish version up.

July 24, 2009 5:48 PM

Ross Dawson is globally recognized as a leading futurist, entrepreneur, keynote speaker, strategy advisor, and bestselling author. He is Founding Chairman of four companies: professional services and venture firm Advanced Human Technologies, future and strategy consulting group Future Exploration Network, leading events firm The Insight Exchange, and influence ratings start-up Repyoot.

Ross is author most recently of Implementing Enterprise 2.0, the prescient Living Networks, which anticipated the social network revolution, and the Amazon.com bestseller Developing Knowledge-Based Client Relationships (click on the links for free chapter downloads). He is based in Sydney and San Francisco with his wife jewellery designer Victoria Buckley and two beautiful young daughters.