Laying Out A Framework for Social Media Strategy

In my Social Media 101 presentation to a group of marketers from E&Y last week, I included the beginnings of a social media framework that has been on my mind recently.  This post explains how I will be using the framework to address social media strategy needs for my clients.

One more thing – the tables below are slanted toward a B2B social media strategy, but could easily be modified for a B2C or hybrid strategy.

The first table looks at the six primary social media functions.  I first saw this list of functions in a presentation by Marta Kagan and have been using  them to explain the different areas that social media can address.  Against the six social media functions, I mapped the key social media tools that can be used to address these functions.  I could have used generic categories such as blog, video, social networking and bookmarking and I omitted some categories for my audience such as wikis, user review sites and forums.

Once I plotted the intersections, it is interesting to see that not every tool addresses each function.  Some people may argue that if you make the bus big enough, you could probably justify any of the tools for any of the functions – but I have limited the intersections to their most typical usage.

Mapping Social Media Functions to Tools

After mapping the social media functions to tools, the next important step was to assign priority to each tool.  Along with the priority, it is also key to understand both the upfront effort and the ongoing effort for each tool.  For example, creating and maximizing your LinkedIn profile is a high priority that has moderate upfront effort and a low ongoing effort score.

There are better ways to to quantify effort, but they are difficult to document without further knowledge of the situation.  After spending some time doing discovery with a specific client, I would most likely assign hours or days of effort.  For now, the table below just identifies relative effort levels.

Social Media Tools - Priority and Effort

As you can see above, I would rank LinkedIn Profiles and Groups,  a blog and Slideshare as high priority implementations.  But each one comes with different levels of both upfront and ongoing effort.  And I would put blogging and managing a community in the high category for ongoing effort which explains why many companies choose not to implement these tools despite their relative priority.

The framework is also a work in progress so any comments are welcome.

Social Media 101 Presentation for Ernst & Young

I gave a Social Media presentation for a group of marketing managers at Ernst & Young yesterday and want to share the presentation on my blog.  The particular team I presented to is primarily responsible for marketing and business development for the E&Y Entrepreneur of the Year program in the Western US.  The presentation

Some interesting insights from this group include:

  • LinkedIn – Most members had a LinkedIn account, but were not using it effectively for business and only a few had joined any networking groups groups
  • Twitter – A couple had Twitter accounts, but didn’t really get it yet
  • Facebook – most people had a Facebook account that they used for personal use
  • Slideshare - no one heard of Slideshare, but were intrigued with what could be shared
  • Social bookmarking – no one had heard of Delicious or Digg, or had any idea how to use it
  • E&Y social media sites – most of the participants had not seen any of their own company’s social media sites

The last bullet brings up an interesting point.  As far as I could tell based on my limited research, E&Y is not doing very much in social media yet – which seems to be consistent with other similar firms in the auditing/consulting/tax services market.

For example, E&Y does have a popular Facebook page, but it is only used for recruiting college graduates.  They have a couple of Twitter accounts, but they are definitely underutilized and are not being used to set up E&Y as a knowledge leader or to promote their very popular Entrepreneur of the Year program.  There is an Ernst & Young LinkedIn group with 8,000 members.  Videos of the annual Entrepreneur of the Year awards are posted on a branded YouTube channel, but the videos are not promoted through any other social media outlets.  I also learned that E&Y created a Pandora Music Channel called EverybodY Rock, but the irony is that Pandora is blocked in E&Y offices.

There is so much great content from the Entrepreneur of the Year program that could be shared if E&Y did a better job with leveraging social media to promote and set up E&Y as the thought leader and champion for entrepreneurs.  At the end of my presentation, I came up with some recommendations for E&Y to consider which includes:

  • Start up a blog to disseminate information
  • Set up an Entrepreneur of the Year LinkedIn Group to promote and discuss the program
  • Create an Entrepreneur of the Year Twitter account to listen, find entrepreneurs and send out updates
  • Set up an E&Y Slideshare account to post and share information
  • Set up an Entrepreneur of the Year Facebook Fan page to attract and inform people about the program

Attention Ernst & Young Senior Management  I think you need me and I'm here to share my social media knowledge!  Just give me a call...

After that short ‘commercial’, here is the social media presentation I delivered yesterday: