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Posts Tagged ‘strategy’

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How Scripted Should Social Media Be?

Like any marketing or communications program, social media can’t be completely done on the fly or by the seat of the pants. There needs to be a plan of attack and structure so social media can happen as efficiently and effectively as possible.

To provide structure, many companies have created well-defined editorial calendars that include scripted updates and tweets that leverage keywords and marketing promotions. It means that a good chunk of tactical execution is set in stone as opposed to being opportunistic. For companies, a script provides them with editorial control because they know exactly what is going to happen and when. It allows them to do social media but, in some respects, apply the same approach as traditional marketing.

While there may be a role for a scripted approach, it would be a mistake for any company to believe this approach should be exclusively embraced. While it makes social media easier to manage, a scripted approach also removes the spontaneity, flexibility, engagement and, arguably, the fun from social media. By sticking to a plan that is created and then methodically implemented, a company is really just going through the motions as opposed to using social media in the right way.

A big part of social media is being engaged and listening to what is being said about your company, brand, industry and rivals. It means having a good sense of what people are thinking, and then having the ability to react accordingly. It could be direct engagement by answering a question, providing a resource or a link to relevant content, or acknowledging that you are, in fact listening.

Having a scripted approach, on the other hand, doesn’t allow much room for acting when required because, well, it’s not in the script. If you can’t play with other kids in the social sandbox, it really brings into question whether social media is really going to be effective.

My take on companies that insist on a scripted approach is they are either scared of social media, they feel an obligation to use social media but they’re not passionate about it, or they see a scripted approach as an effective way to manage resources. Whatever the reason, it seems like the wrong way to go.

This is not to suggest there is no room for scripted tweets or updates because it does provide a consistent foundation for a social media program. But there also needs to be room to react when required without having to get things approved or think too much. Social media is a real-time, dynamic ecosystem that sometimes forces companies to jump into action – something that can’t be scripted in advance.

By Mark Evans - September 26th, 2011 - 6 Comments »
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Posted in Social Media

What Happens When Everyone’s Doing Social Media?

Whether it’s a company, organization or non-profit, it seems everyone is getting into social media. To not be on Twitter or have a Facebook Page is now almost as strange as not having a Web site. It’s part of doing business, driven by the fact the barriers to entry are low because the services are free and user-friendly.

But what happens when everyone’s doing social media? What happens when being on social media is no longer a way to differentiate your business or establish a competitive edge? When social media becomes ubiquitous as a way to do business, then what happens?

Perhaps the biggest issue – and the one that will separate the cream from the milk – will be content. It’s easy to set up a Facebook Page or Twitter account, it’s another thing entirely to create content that engages, entertains and educate.

Starbucks, for example, has 23 million fans of its Facebook Page because it is a popular consumer-facing brand that has embraced social media and integrated it into its communications and marketing efforts.

At the same time, Starbucks generates a tremendous amount of content to drive social media – polls, contests, giveaways, etc. This activity has let Starbucks maintain its early-mover advantage and continued to drive its competitive edge. For rivals, it must be a daunting task to go head-to-head with Starbucks within the social media realm.

The challenge facing companies looking to carve out a social media edge when everyone is using social media. It’s not enough anymore to be using social media; that’s just the price of admission. As social media becomes an integral part of company’s communication, marketing and sales activities, the stakes and demands to use social media as a competitive weapon are getting higher.

Content will become even more important. It will require companies to be even more diligent, committed, creative and engaging. The resources to make this happen will increase as well, forcing companies to hire more people to operate their social media efforts, or find other ways such as outsourcing to fill the gaps.

In many ways, social media has reached an interesting fork in the road. So far, it has mostly been a matter of making sure you were on the road as opposed to what you did or how you drove. Now, the road will become more challenging to navigate and being successful will require more work, resources and a dose of luck.

The companies that embrace the challenge will be able to rise above the crowd but the competitive landscape means they have to stay committed and focused.

For more thoughts about what companies need to think about, check out this post from Bazaarblog, which features thoughts from several social media thought leaders.

By Mark Evans - June 21st, 2011 - 1 Comment »
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Posted in Social Media

What’s the Cost of Social Media?

There’s been a lot of chatter about the ROI of social media but probably not as much attention about the costs to make social media happen.

Part of the challenge in determining ROI is costs can vary depending on the approach, the extent and kind of the programs and campaigns, and the resources allocated to day-to-day tactics, monitoring and analysis.

A recent info-graphic by Focus.com (shown below) suggests the cost of social media is $210,000. It is split into several parts with the two largest components being a social media strategist ($52,000) and community manager ($93,600).

For large companies, these costs might be relevant, although $50,000 for a social media strategist strike me as high. For smaller companies, it is probably difficult, if not impossible, to justify this kind of investment.

A more realistic cost structure to social media can be achieved by adopting a staged approach. For small and large companies, the cost of doing social media really starts once a social media strategy is implemented.

This helps to establish why social media is being used, how much activity there will be, the upfront investment needed to launch and customize social media services, and the resources required to create content, engage, monitor, etc.

At this point, companies can start to put together estimates about costs, including whether it makes sense within the scheme of things, and whether a good ROI can be achieved.

In many cases, getting into social media can start with a modest investment. It could see having an internal person designated as the social media manager, which means the investment is the time being carved out of that person’s other responsibilities.

It could mean hiring someone on a full-time or part-time basis, retaining someone on contract, or outsourcing to a third-party such as a social media or public relations agency.

Whatever option is selected, the costs can be managed depend on how much is being done and who’s going to do. The Focus.com info-graphic is eye-catching but far from being an ubiquitous approach.

By Mark Evans - June 8th, 2011 - 3 Comments »
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Posted in Social Media

The End of the Social Media Consultant?

Shel Israel had an interesting blog post last week about how many social media consultants within his social circles are accepting full-time positions.

When Shel asks them why they decided to jump back into the corporate world, the answer was “it’s time” – to which Shel wrote: “They’re absolutely right. It’s time because the times have fast-evolved”.

Shel’s observation is bang on because it reflects how quickly the social media landscape is changing. In simple terms, social media as a standalone activity is coming to an end.

For the past few years, the emergence of social media has generated a lot of interest and demand by companies looking for information about what’s happening and why/if they should get involved.

It’s been a great time to be a social media consultant because there is such a thirst for knowledge. But as companies gain more insight into social media and have employees who are social media savvy, there is less need to hire social media consultants.

This is not to suggest that companies no longer need social media consultants but their roles will be different and arguably less in demand.

If you are a social media consultant, you need to be really, really good at providing strategic counsel, as well as have in-depth knowledge of the tools and services need to execute tactically.

For everyone else, they will need to offer than just social media strategic and tactical services. Instead, they have to offer services that embrace communications, marketing and sales strategies and goals.

In other words, it will be the people who are multi-dimensional and able to offer insight about big-picture issues who will thrive.

More: An interesting read is Peter Shankman’s post on why he wouldn’t hire a “social media expert”, which offers some more thoughts on how these kind of people are uni-dimensional. Again, it’s not a bad thing to be a specialist but I think there will be less demand as companies become more sophisticated and educated about social media.

By Mark Evans - June 3rd, 2011 - 12 Comments »
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Posted in Social Media

The Importance of Target Audiences

As companies create social media strategies and tactical plans, it is surprising to see how often a crucial element is overlooked: target audiences (aka the people that companies are trying to reach, engage and build relationships with).

It probably has to do with the focus on coming up with a plan of attack and the mechanics of day-to-day execution. Companies spend a lot of time working on getting a handle on why they want to use social media, what they want to get out of it and how it’s going to happen but the consumer sometimes gets lost in the mix.

It’s a head-scratcher because a key part of creating and selling a product – be it tangible or social media activity – is identifying the target audiences, and trying to determine who they are, what kind of content and information they would be interested in getting, their consumption habits, and what kind of social media services they are using, if any.

Having a solid knowledge of the target audience plays a crucial play in making sure whatever a company does with social media is effective and focused. It makes no sense, for example, to be enthusiastic about Facebook if only a small portion of the target audience uses Facebook as a way to consume information and engage with brands.

Another thing that makes target audiences so challenging is different groups could use different types of social media services and be interested in consuming different kinds of information. One part of your audience may be all over Twitter because they want a steady flow of content, while a blog would resonate with another group looking for in-depth perspective, insight and information.

In other words, it’s not a one-size-fits-all proposition. This makes the importance of identifying target audiences that much more necessary and important. At the end of the day, a social media program will thrive if enough people consume, use, interact or share the content that a company generates. Otherwise, a company is wasting its time if no one is buying what they’re selling.

By Mark Evans - May 18th, 2011 - 4 Comments »
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Posted in Social Media

The 10 Keys to Hiring a Social Media “Expert”

First, I’m being somewhat tongue in cheek with the use of “expert” in the headline given I’m not sure anyone can claim to be a social media “expert”. The marketplace is so new and moving at such a rapid clip, that it’s difficult to suggest anyone has a super-strong grasp on everything.

That said, social media experts (or consultants, gurus, strategists, etc.) can play a key role in helping companies embrace and execute on social media. The right person can help you break out of the gates with the right strategic and tactical approach to provide a good shot at being successful.

So what should you be looking for in a social media expert/guru/consultant? Here are a few suggestions:

1. Look for someone who doesn’t think Facebook, Twitter, YouTube, et al are the coolest things ever. You don’t need a social media enthusiast, you need someone who understand how social media can be leveraged to achieve your company’s strategic and tactical goals. It means hiring someone with solid business knowledge, who also happens to know social media.

2. Find someone who can help create a strategic plan that reflects your company, industry and target audiences – as opposed to getting a cookie-cutter plan. These people are worth the money because they align your business needs with your social media efforts. No offense but good tactical help is much easier to find and staff.

3. Focus on someone who talks the talk and walks the walk. While you can learn a lot about someone by what they do on Twitter, Facebook, YouTube and blogs, it is also important see how active and successful they are socially. How many followers do they have on Twitter? How many “Likes” do they have on Facebook? How many blog posts do they write and how many RSS subscribers do they have?

4. Part II of walking the walk is working with people who have a track record with clients. There are lots of social media experts/consultants who are great communicators but it is also important to work with people who have hands-on experience helping companies create strategic and tactical plans.

5. Make sure a social media expert/consultant has examples of how their efforts have helped clients be successful. Get details on how their worked helped a client reach specific goals.

6. Look for someone willing to stick around after the strategic and tactical plan is completed – be it to provide hands-on training or education, tweaking your tactical execution, or, if required, recalibrating what you’re doing. Avoid anyone who takes an in and out approach.

7. Ask for references. Anyone who is any good will be happy to provide them to demonstrate their expertise.

8. Shop around. Be willing to get proposals from several suppliers to compare their approaches, goals and prices. Ask other companies for their suggestions and recommendations.

9. Be an educated consumer by reading about what social media experts/consultants do and the value provide. There’s no lack of information out there.

10. Establish benchmarks for success, and get these benchmarks in writing. Make sure that what you’re buying is well-articulated, including the time involved and deliverables.

By Mark Evans - May 4th, 2011 - No Comments »
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Posted in Technology

The Value of the Social Media Champion

Social media is a marathon, not a sprint. It’s activity in which gains take place in inches, rather than miles. And after the initial novelty disappears, social media is tough slogging.

So what can companies do to maintain their momentum when social media starts to blend into the background rather than being the belle of the ball?

One of the weapons to keep your social media mojo is having a “champion” internally – someone who’s responsible for making sure the excitement and effort remains alive and well. This is a particularly valuable role if social media tactics are outsourced because it keeps social media front and centre within the company.

Being a social media champion can be a difficult and challenging job because it not only takes a lot of energy but requires a commitment from senior management that social media isn’t a here today, gone tomorrow activity.

A social media champion can be the CEO if that person is social media savvy or, at least, a believer in social media as a key strategic and corporate component.

A social media champion can be a community manager – someone such as Frank Eliason, who filled the role at Comcast, or Ford’s Scott Monty.

It could be an evangelist who is immersed within the social media community. Robert Scoble fills this role in his gig with RackSpace.

At the end of the day, the social media champion plays an important role by not letting social media lose its importance or momentum.

At times, it can be a glamorous job. But it can also be a tough position because sometimes it can require a stick to get people motivated and moving.

By Mark Evans - April 29th, 2011 - 1 Comment »
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Posted in Social Media

Talk the Talk AND Walk the Walk

One of the important components of using social media is having a strategic plan that addresses why it’s being used, the key goals and objectives, the target audience and the competitive landscape.

These are issues that must be answered to give a company a clear idea of the what, the why and how before they invest the time and resources to do social media. Many companies embrace this approach by creating well-articulated strategic plans that lay out what needs to happen.

The major flaw, however, is there isn’t enough focus about tactics.

In other words, it’s great to create a plan of what should be done but you also need to have a thorough idea of who’s going to operate your social media programs, the content that needs to be created, how much engagement will happen and how will it be done, and who’s going to be listening and reacting to social media activity.

Far too many companies see their social media efforts either fail or not make the impact they expect because their tactical execution is not close to being as good as it needs to be.

The problem is tactics are nowhere near as sexy as strategy. Strategy involves brainstorming, idea generation, dreaming and mapping out the future. Tactics are grunt work, blocking and tackling and the grind of day-to-day 0perations.

That said, tactics make a social media program hum and resonate with target audiences. Meanwhile, the slick strategic plan gathers dust, and doesn’t get reviewed that often.

Tactics is about the people running your social media efforts and having a plan to drive corporate goals such as higher sales, more leads or better customer service. Tactics are about engagement and offering some kind value of existing and potential customers.

Tactics may not not have a lot of glitter or glamour but, in the scheme of the things, they are crucial.

By Mark Evans - April 25th, 2011 - No Comments »
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Posted in Social Media

How to Get CEOs to Love Social Media

One of the adoption hurdles facing some companies when it comes to social media is getting the CEO to buy in. Aside from the fact the current generation of CEOs aren’t enthusiastic social media users, there are many questions about why social media needs to happen and the benefits it will generate.

So how do you convince the CEO to give the green light to social media? Here are a few suggestions.

1. Be clear about why the company has to embrace social media, avoiding the suggestion it needs to be done because everyone else is doing it. Instead, focus on the benefits it will offer such as building a stronger brand, better customer service, more leads or revenue, or matching competitors.

2. Have a strategic and tactical plan that provides details on what is going to happen, the goals, the required resources (people, money) and how the program will be measured or assessed. This will provide the CEO with enough information to approve a social media plan and, as important, address any concerns or issues.

3. Take a walk before you run approach, which means being pragmatic rather than aggressive, and building on success. Too many companies jump into social media, launch multiple services, and then watch as their efforts fail to resonate. Not surprisingly, the CEO looks at the time and money spent as a waste, which makes it difficult to get social media resuscitated or given another chance.

4. Don’t make social media a big financial investment out of the gate. This could easily be point 3B but it has to do with not blowing your brains out right away. The downside to spending lots of money is if social media gets off to a slow start, it could lead to finger-pointing and questions about why social media is happening. Instead, spend wisely at first, and then attract more money based on success and confidence that social media is meeting its objectives.

5. Make sure the senior management team, including the CEO, is educated about what social media can do, its benefits and why it needs to happen. CEOs need to feel comfortable with any new initiative so providing them with knowledge and insight into social media will go a long way in making them climb on the bandwagon. In an ideal world, a CEO becomes a social media champion or evangelist who leads the charge so social media becomes baked into the corporate DNA.

6. Don’t avoid the ROI question. The reality is whatever resources are allocated to social media has to be taken away from another corporate activity. It means explaining and justifying what’s happening with social media, and how it’s performing.

By Mark Evans - April 13th, 2011 - No Comments »
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Posted in Social Media

The Keys to Outsourcing Social Media

Even though, in theory, it makes sense for a company to operate it own social media programs, many companies are outsourcing day-to-day tactics.

This approach has to do with a lack of resources, expertise or budgets. As a result, outsourcing can be an easier, more efficient and faster way to make social media happen without the need to hire a full-time or a contractor. While outsourcing social media can make things less complicated, there are some key considerations.

These includes:

1. Having a well-articulated social media strategy that outlines the goals target audiences and the competition. Without a good sense of why a company wants to do social media and what they want to get out of it, their efforts are going to fail, regardless of whether day-to-day operations are outsourced or not.

2. Make someone within the company ultimately responsible for the success of the social media program. Even though social media is being outsourced, someone still needs to supervise and coordinate the program, manage the relationship with the supplier, and carry out performance reviews.

3. Create a social media tactical plan that includes the rules of engagement, the different scenarios that could emerge, the actions that should be implemented, and the tone/voice of the program. At the same time, it should also be clear how much latitude a third-party has to respond in real-time to social media activity.

4. Establish performance metrics from the beginning of the relationship so the social media program’s progress and performance can be monitored and measured. Without a sense of what is being be measured, it is impossible to determine how well you’re doing.

5. Outsourcing companies should produce regular reports – weekly or monthly – to provide companies with updates on what’s happening, key trends, etc.

6. Select the right outsourcing agency, and don’t base your decision on who has the lowest prices. Having a third-party handle social media means finding a partner that has the right approach, voice and philosophy that will make your social media efforts successful.

7. Establish guidelines on what is acceptable and who should be involved on the account. While there will be “gray areas”, an outsourcing company should be clear on their responsibilities and actions. As well, it is important to know the team running your account to be confident they are do the job.

8. Consider outsourcing social media as a first step towards eventually moving activity in-house. At some point, companies should gain enough insight and confidence to figure out how to do it themselves. This doesn’t mean not using suppliers to support strategic and tactical efforts but most of the work should be done by people drinking the corporate Kool-Aid on a regular basis.

If there are any other considerations or things that should be taken into account, please leave a comment.

By Mark Evans - April 1st, 2011 - 3 Comments »
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Posted in Social Media

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