Social Media Strategy Development from Templeton Interactive - 2013

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Social Media Strategy Development


Strategy OverviewDoes a Social Marketing Strategy Make

Sense?Benefits of Social MediaHow to Measure Program Success

BenchmarkingSocial Phase Definition – where is your

company?How to Develop a Strategy

Six Steps to Getting Started


Benefits of Social Media*85.4%

* 2011 Survey of US Marketing Executives by Focus Business Experts


How to Measure Program Success?The three top metrics are*:

Actual value of sales generated by social media programs

Estimated value of new leads generated by social marketing programs

Reduced cost of customer support and customer acquisition due to social marketing programs

Most companies know the value of a qualified lead – use this info for ROI calculations

Don’t forget that there are two ways to gain value – increased revenue and reduced costs

*Marketing Sherpa 2011 Social Media Benchmark Survey


Three Phases of Social Marketing Maturity*

Trial Phase Transition Phase

Strategic Phase

Organization does not have a process or guidelines for performing social

marketing

Organization has an informal process

with a few guidelines it sporadically

performs

Organization has a formal process with

thorough guidelines it

routinely performs

Companies in the Strategic phase are 4x more likely than Trial companies to have measurable ROI. * Courtesy Marketing Sherpa


Six Steps to Getting Started with a Strategic Approach

Perform Competitive AnalysisEstablish GoalsDetermine PlatformsSet Up ProfilesBuild the CommunityEngage and Grow


Strategic Approach: Establish Goals

What do you expect social media to accomplish?Convert social media members into paying

customers?Achieve or increase measurable ROI from social

media?Achieve or increase measurable lead generation

from social media?Improve the cost efficiency of customer support

programs?And don’t forget – collaboration benefits from

internal social media


Next StepsPerform Competitive AnalysisEstablish GoalsDetermine Platforms

Set Up ProfilesBuild the CommunityEngage and Grow

Phase 1

Phase 2


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Social Media Strategy Development from Templeton Interactive - 2013

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benefits of social media

social media members

social marketing programs

social marketing strategy

social mediaprograms

social media benchmark

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