14th strategic planning skills bringing social media into the strategic planning tent, october 11th, 2011

14TH STRATEGIC PLANNING SKILLS

Bringing Social Media into the Strategic Planning Tent

October 11th, 2011

Mike Rabinovici, LL.B

VP, Web & Social Media Marketing

AR Communications Inc.

www.ar-com.com

Contact Information:rmation: [email protected] www.ar-com.com/blog Twitter.com/mikerabinovici http://ca.linkedin.com/in/mikerabinovici

Back to Basics Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people

Business Analysis Techniques include: • SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats )

• STEER analysis (Socio-cultural, Technological, Economic, Ecological, and Regulatory factors)

• EPISTEL (Environment, Political, Informatic, Social, Technological,

Economic and Legal).

Strategic Planning Framework

What is Social Media?

• The term Social Media refers to the use of web-based and mobile technologies to turn communication into an interactive dialogue

• “Social Media tools introduce substantial and pervasive changes to communication between

organizations, communities, and individuals” Kietzmann, Jan H.; Kris Hermkens, Ian P. McCarthy, and Bruno S. Silvestre (2011). "Social media? Get serious! Understanding the functional building blocks of social media".

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Social Media Tools

• Blogging – www.blogger.com

• Microblogging – www.twitter.com

• RSS – www.feedburner.com

• Photo sharing – www.flickr.com

• Social News & Bookmarking – www.technorati.com

• Video Sharing – www.youtube.com

• Wikis – www.wikipedia.org

Social Networks

• LinkedIn – www.linkedin.com

• Facebook – www.facebook.com

• Foursquare – www.foursquare.com

And so many more…

Social Media Facts & Figures

Is it mostly buzz or is it the real thing? You be the judge • 46 percent of people globally access a social network every

day

• More than one million companies have LinkedIn Company Pages. There were nearly 2 billion people searches on LinkedIn during 2010

• The average profile age on LinkedIn is 40 years, Twitter 35 years. Facebook's biggest age group of followers is now in the 35-54 range

More Facts & Figures

• 53% of employers research potential job candidates on social networks

• Every minute, 66,667 tweets are made on Twitter. - 95 million tweets are written each day

• Every minute, 24 hours of video is uploaded to YouTube. There are more than 2bn video views on YouTube every 24 hours

• If Facebook were a country is would be the world’s third largest, after China and India

Areas where Social Media has the greatest impact on Strategic Planning

• Sales & Marketing

• Legal /Regulatory Issues:

• Human Resources/Recruiting

• Customer Service

Sales & Marketing

• B2B companies that blog generate 67% more leads per month than those who do not. Source: Hubspot, State of Inbound Marketing Lead Generation Report, 2011

• 40% of corporate Twitter accounts engage in some kind of customer service (Burson-Marsteller)

• 62 percent of Facebook users between 35-54 years of age have liked a brand (eMarketer)

• 61 percent of Facebook users who have liked a brand note that they are more likely to purchase from that brand (AllFacebook)

Legal /Regulatory Issues:

• New Canadian anti-spam legislation

• Privacy • Social Media use by employees • Public Company issues

• Advertising • Copyrights

Human Resources/Recruiting

• 89% of companies will use social media in recruiting in 2011

• 14.4 million people used social media to find their last job in 2011

• 80% of companies use LinkedIn to find talent

• 45% of companies use Twitter to find talent

• 50% of companies use Facebook to find talent Source: CareerEnlightment.com

Customer Service

• Delivered in real time which enhances customer satisfaction • Cost effective and over time reduces the need for call centres • Gives business a human face • Listens to what customers are saying • Proactively engages with prospects and customers • Provides additional product-related content • Answers product-related questions • Supplies alternative contact channel • Gives customers a channel to talk to each other • Makes special offers • Creates new purchase options

Social CRM Resource – www.socialmediaexaminer.com

Next Steps

Begin with a Social Media assessment:

• What has your company done with social media to date?

• Was it done in accordance with a plan or ad hoc

• Are there any analytics for current social media activities – you must establish a baseline

• Is there an employee social media policy in place?

• What are your competitors doing?

Key Elements of a Social Media Strategic Plan

• Determine the audience you will focus on and where it spends most of it’s time

• Set your goals – these can include number of visits, leads generated, sales completed, etc., ROI expected

• Focus on the areas where we already know social media has the greatest impact

• Set aside a budget that is reasonable in terms of the goals you set

• Make sure to have a social media policy in place for employees

• Deploy social media analysis tools to measure progress

Contact Information

Mike Rabinovici, LL.B VP, Web & Social Media Marketing AR Communications Inc. www.ar-com.com [email protected] www.ar-com.com/blog Twitter.com/mikerabinovici http://ca.linkedin.com/in/mikerabinovici 416-720-5485 4