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Launch of Social Media Strategy Framework

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.

SMSframework_500w.jpg

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.

[UPDATE 2:]

The Social Media Strategy Framework has being translated into:

Social Media Strategy Framework in Chinese – ????????

Social Media Strategy Framework in Dutch – Sociale Media Strategie Kader

Social Media Strategy Framework in French - Plan Stratégique des médias sociaux

Social Media Strategy Framework in German – Social Media strategische Rahmenrichtlinien

Social Media Strategy Framework in Italian - Schema della strategia relativa ai mezzi di comunicazione sociale

Social Media Strategy Framework in Japanese – ?????????????

Social Media Strategy Framework in Korean - ????? ?? ?????

Social Media Strategy Framework in Portuguese - Modelo Estratégico dos Meios de Comunicação Social

Social Media Strategy Framework in Russian - ????????? ????????? ? ?????????? ?????

Social Media Strategy Framework in Spanish - Encuadre de Estrategia de Medios Sociales

Social Media Strategy Framework in Turkish – Sosyal Medya Strateji Çerçevesi

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!

  • http://ekolsky.wordpress.com Esteban Kolsky

    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.

  • http://www.wraycomcom.org.uk cyberdoyle

    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.

  • http://www.matraxis.co.uk John Wood

    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!

  • http://rossdawsonblog.com Ross Dawson

    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.

  • http://consultoriaenred.com David

    A great job!
    I’ll translate into Spanish and publish in my blog nearly if you don’t have any troubles about this
    Thanks!

  • http://rossdawsonblog.com Ross Dawson

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

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    Hello Ross,
    I was wondering if your model (which I really really like because of the dual oeprational/strategical approach )

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About the Blog author

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Ross Dawson is globally recognized as a leading futurist, entrepreneur, keynote speaker, strategy advisor, and bestselling author. He is Founding Chairman of AHT Group, which consists of 3 companies: consulting, publishing, and ventures firm Advanced Human Technologies, future and strategy firm Future Exploration Network, and events company The Insight Exchange.

Ross is author most recently of Getting Results From Crowds, the prescient Living Networks, which anticipated the social network revolution, the Amazon.com bestseller Developing Knowledge-Based Client Relationships, and Implementing Enterprise 2.0. (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.

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