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#dellsmb

Social Media ToolkitSocial Media ToolkitGuide to how small and medium businesses

can make the most of social media

#dellsmb

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SMB

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Ch.2

Planning Your

Social Media

Strategy

Know your audience Ch2-05

Make your business case Ch2-06

A framework for developing

a social media strategy Ch2-07

To sum it up Ch2-17

Please note the following about your use of the Social Media Toolkit. This Social Media Toolkit does not cover all social media channels and networks. Instead it focuses on the essential ones for small and medium-size businesses seeking effective engagement with their stakeholders via social media. While we have researched and used publicly available information available at the time of preparing this content (January 2012), we would point out that social media tools and channels and information change, services will evolve and, in some cases or circumstances, cease to be available or continue availability in a form or manner different to how this material portrays them. All information you see in this publication is provided as is, with no warranty or guarantee of accuracy. While we have taken care in our research when preparing this content, it is your responsibility to satisfy yourself of any regulatory, legal, or other issues that should be addressed in or prior to your use of social media. Dell cannot and does not take responsibility for how you use the information presented here. Finally, note that the information in this publication does not reflect the opinion, business policy, practice or any other aspect of business activity of Dell Corporation or its employees, unless otherwise stated. For more information about the Social Media Toolkit, and for additional and updated content, please visit http://www.dell.co.uk/business/socialmedia.

Copyright 2012 Dell Corporation. Except where noted otherwise, content in this publication is licensed under a Creative Commons License.

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Worksheet 1: Outline your objectives

“Social media is strategic when it is

planned as a means of addressing

core business issues, and its impact

on the business can be measured.”

1. Outline your objectives.

These worksheets accompany Chapter 2 of the Social Media Toolkit. A version is available in

PowerPoint to edit. If you have Adobe Acrobat X, you will also be able to edit this document.

You can view Chapter 2 online here.

What are the core business issues you want to address? Consider the primary and secondary objectives you aim to achieve with social media.

Primary:

Secondary:

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Worksheet 1: Outline your objectives

2. How will you measure success?

Set two to four SMART goals (SMART = specific, measurable, achievable, realistic, timed):

3. What tools and resources will you use to measure success?

People:

Tools:

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Worksheet 1: Outline your objectives

4. When you achieve a specific objective, which stakeholders should you consult with to allocate additional resources to areas that are most effective?

Key stakeholders/team members:

5. When disclosing your results, how frequently will you communicate with stakeholders / team members?

Notes:

Weekly, monthly, quarterly, other:

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Worksheet 2: Listening audit

“Listening is paramount. It’s what you

do before you start or conduct any

engagement activity online.”

1. What keywords and keyword phrases will you use for your listening audit? You may want to get keyword ideas from Google AdWords and hashtag ideas from Twitter search.

Brand-related keywords or key phrases:

Industry-related keywords or keyword phrases:

Related hashtags:

Keywords or phrases to exclude from your search results:

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Worksheet 2: Listening audit

2. What listening tools are you planning on using for your audit?

Free tools: Google Alerts Google Blog Search Social Mention

Alexa YouTube search Facebook search

Twitter search LinkedIn Groups search Other: _______________

3. Where are people talking about your brand and your industry online?

4. Who are the influencers on topics that matter to you?

List the top five opportunities:

Paid tools you have access to:

List the top five opportunities:

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Worksheet 2: Listening audit

5. What content do your customers care about most?

List the top five topics customers are looking for from your company:

6. What is the overall tone of customer comments about your company?

7. Detail anything you learn about your competitors.

(e.g., share of voice, tone of comments, specific activities they run, communication channels):

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Worksheet 3: Available resources

“Social media is a long-term activity

and resource commitment, integral to

your communication mix — integral

to the success of your business.”

1. Who in your company already engages in social media activities?

3. Do you have a social media policy or some level of guidance for employees who engage with customers via social media?

4. Are you happy with your team’s social media skills, or do you feel additional training and development would be beneficial?

Product development: Feedback loop, early warning, new product ideation, other

Communication: Thought leadership, rich media, reputation, influencer relations, other

Sales/marketing: Demand forecast, lead generation, message reach, customer case studies, other

Customer service: Outreach, listening, social support, resolution, other

Online presence: Blogs, ratings and reviews, communities, collaboration

Other: ________________________________

Other: ________________________________

2. What activities do they currently focus on?

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Worksheet 3: Available resources

5. Which social media networks do your team already have a presence in and how are they doing?

Blogs:

Social networks:

Document sharing:

Microblogging:

Multimedia:

Wikis/collaboration:

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Worksheet 3: Available resources

6. Do you invest resources in engaging those who influence your brand and industry?

7. Are there any barriers to success for employees within your company who engage in social media? If so, can they be easily removed?

Notes:

List the top five opportunities that would enable your team‘s success. Avoid adding any factors not in your control.

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Worksheet 4: Plan your approach

“Integration is key. Whatever you

decide is the best social media

platform to use, the key to long-term

success is integrating it into your

traditional activity.”

1. Which channels will you use?

Blogs:

Microblogging:

Document sharing:

Social networks:

Wikis/collaboration:

Multimedia:

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Worksheet 4: Plan your approach

2. Will you invest resources in engaging those who influence your brand and industry?

3. How will you achieve your objectives?

Objective 1:

Tactics:

SMART goal:

Resources:

Measurement of success:

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Worksheet 4: Plan your approach

Objective 2:

Tactics:

SMART goal:

Resources:

Measurement of success:

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Worksheet 4: Plan your approach

Objective 3:

Tactics:

SMART goal:

Resources:

Measurement of success:

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Worksheet 4: Plan your approach

Objective 4:

Tactics:

SMART goal:

Resources:

Measurement of success:

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Worksheet 4: Plan your approach

4. List any dependencies for achieving your goals.

Notes:

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Worksheet 5: Strengths and weaknesses

1. Current strengths

Advantages:

Experience/knowledge:

Quality/reputation:

Unique differentiators:

Geographic advantages:

Other:

Unique resources:

“SWOT analysis is a great way to

identify, prioritize and achieve

consensus on what’s most important.”

Strengths and weaknesses are often internal to your organization.

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Worksheet 5: Strengths and weaknesses

2. Weaknesses

Gaps in experience/knowledge:

Disadvantages:

Available resources:

Reliability/trust issues:

Loss of key employees:

Geographic disadvantages:

Other:

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Worksheet 5: Strengths and weaknesses

3. Opportunities

Product development:

Alliances/partnerships:

Key trends:

Innovation and technology development:

Local events:

Influencers:

Other:

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Worksheet 5: Opportunities and threats

4. Threats

Strong competitors:

Obstacles:

Potential crises:

Vocal detractors:

New technology or trends:

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Worksheet 5: SWOT

Summarize your thoughts.

Weaknesses:

Strengths:

Threats:

Opportunities:

My SWOT summary and priorities: