The Social Media Strategy Framework presented in this book offers a unique and comprehensive end-to-end approach. It takes a company from the point of understanding the value of social media for business to the point of implementing a solution that meets its business needs.
The Framework is distinguished by several elements:
It focuses on building a sustainable use for social media along the business value chain.
It aligns with company strategic objectives and business context.
It identifies key elements to create a strong foundation for social media use in the company.
It separates internal and external social media uses.
It is NOT a technology implementation.
Additionally, the case studies presented in this book and on the corresponding website highlight successful social media implementation in business by companies in Europe.
Inhaltsverzeichnis
1;Cover;1 2;Imprint;4 3;Contents;5 4;A Sustainable Approach to Social Media for Businesses;9 5;The Social Media Strategy Framework;17 5.1;Why is a Social Media Strategy Framework important?;17 5.2;The difference between social media strategy and social media marketing strategy;19 5.3;Applying the Social Media Strategy Framework;20 5.4;Applying the Social Media Strategy Framework in large companies;22 5.5;Applying the Framework in small companies, non-profits or charity organisations;22 5.6;2.1 Develop the strategy;24 5.6.1;2.1.1 Inputs required for Phase 1;25 5.6.2;2.1.2 Determine objectives and readiness;28 5.6.3;2.1.3 Identify initiatives and prioritise;34 5.7;2.2 Eight key considerations;40 6;Plan and Deliver Enterprise Collaboration Initiatives;47 6.1;Transforming the way people work together;49 6.2;Types of enterprise collaboration platforms;50 6.3;User levels;51 6.4;3.1 Enterprise collaboration focus areas;53 6.5;3.2 Approaching enterprise collaboration;55 6.5.1;3.2.1 Plan implementation;55 6.5.2;3.2.2 Build and launch;59 6.5.3;3.2.3 Continuous management;61 6.6;3.3 Enterprise collaboration adoption tactics;62 7;Plan and Deliver Business 2.0 Initiatives;67 7.1;The social customer;68 7.2;Types of Business 2.0 tools;71 7.3;4.1 Business 2.0 focus areas;72 7.4;4.2 Approaching Business 2.0;74 7.4.1;4.2.1 Plan;74 7.4.2;4.2.2 Innovate;81 7.4.3;4.2.3 Setup;82 7.4.4;4.2.4 Launch;85 7.4.5;4.2.5 Operate;86 7.5;4.3 Social media engagement tactics;86 8;Social Media Strategy: Key Lessons Learned from Successful Examples;95 8.1;Case study: Social media customer service at Swiss International Air Lines;96 8.2;Case study: Excellent customer service in social networks at Eurail;97 8.3;Case study: Platform to boost employee collaboration at Swiss Re;99 8.4;Case Study: Customer care and peer support through social media at Swisscom;100 8.5;Case Study: Innovative banking customer service from Finansbank;102 8.6;Case Study: Innovation management to improve product development at IB
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