Clearly, everyone has a different approach to strategy when it comes to digital and they're more or less innovative. I like simple.
Here are the main six points I gathered one must fully comprehend and take into account when building a strategy.
Because yes -- again: as reported in my earlier post about Top 5 trending and hot topics at #smwf 2010
, there is no point in launching into a social media / digital campaign if you have no strategy. So… aside from those recommendations mentioned in the Top 5 trending and hot topics post, here are the #smwf gems for digital strategy:
To kick this off, I particularly like this quote from Muhammad Karim, Mars' Senior Brand Manager: "If you have a crap idea, Social Media is NOT going to help you". You are forewarned.
- Set a goal vs “launch a campaign”
. Before anything else, have a goal or set one, as the copycat “me too” effect just won’t get you anywhere – NO NO
- Take it seriously and allocate proper resources, both in terms of staff and budget
, to grow the community and your capacity to interact effectively. You have to start listening before starting to talk with your people and engaging them: it IS a full-time job.
Just yesterday, I was talking a Public Affairs-Digital honcho (somewhere) at Fleishman-Hillard and he told me that for the moment, his colleagues were taking on the social media interaction as "an extension of their full-time jobs". Well, if you intend to make a great digital impact, please help them help you. You can outsource a lot of that to dedicated professionals -- I'm one with full bilingual capacity but there's a few of us out there, just ask !
- Because of the reasons mentioned above, involve your top management
, those you have inking power. Make sure they understand what is social media and more precisely what you do with social media so as to unlock proper budgets and resources -- invest
- Boost and regulate internal participation
, get your co-workers, and why not, hierarchy, to fully participate.
Once you’ve educated (sorry, I just can’t stand the word “evangelize”) them, ensure that internal guidelines are always up to date and clear – because you can’t constantly control everyone. And “Control is so 20th century” said Paul Charles, COO of Lewis PR.
- Ask (yourself) the right questions
when building your strategy:
. specifically “who” vs “how many” as regards building a community
. set measurable indicators for your success: when will you be happy and consider that your strategy has achieved success ?
- Last but not least: Talk to vs talk at
– nothing new there but always worth emphasizing
Take it from Trevor Johnson, the head of strategy and planning (EMEA) at Facebook:
. Make it simple
. Keep it simple
. Don’t think in campaigns or silos but develop a conversational calendar
. Think differently – let go of what you think you know
“All I know is that I know nothing” -- Socrates said. If you can think that way, you’re way ahead of the game… so just let go.
Now you know why I picked this title !
Do you have tips you'd like to share too ? Post them here !
Think you're ready ? I suggest you read this first to be sure to be sure... Top 10 reasons why your company is NOT ready for social media