| At Strategic Communications Group (Strategic) we've | | | | fathers, while failure is an orphan. This has proved to |
| been through the cycle. | | | | be spot on when it comes to a social media campaign. |
| From start-up to execution and now ROI evaluation, | | | | As readership grows, the word spreads internally |
| we have lived the maturationof social media and digital | | | | about the traction generated through social media |
| public relations programs. Our client work has also | | | | tactics. There may even be instances in which direct |
| covereda broad spectrum of organizations, with | | | | sales and business development opportunities are |
| representation of global firms like British Telecom (BT), | | | | identified through online channels. This resonates |
| Microsoft, Spirent Communications and BearingPoint, as | | | | across multiple departments within a company, such |
| well as emerging growth companies such as | | | | as marketing, sales and product development. |
| GovDelivery and Epok. | | | | This internal buzz stimulates action. Others in the |
| During the last few weeks I have made the swing | | | | company closely track the campaign and begin to |
| visiting with clients to share the bestpractices and | | | | invest more time engaging in their own social media |
| lessons learned we've picked up along this journey. It | | | | activities. LinkedIn profiles are updated. Discussion |
| was during one of these discussions at a Starbucks | | | | groups are joined. Twitter feeds spring up. |
| tucked in a corner of a shopping mall in Washington, | | | | For our social media champion, this second phase is |
| DC that a client helped define the three phases of a | | | | about accelerating readership and encouraging |
| social media initiative. | | | | dialogue. The editorial content strategy may evolve |
| Phase One: Pockets of Innovation | | | | and multi-media elements -- such as video, podcasts, |
| Strategic typically engages with a client in a pilot | | | | customer Q&As, etc. --are incorporated into the |
| program environment, with the scope of work aligned | | | | program. We also see a more consistent flow of |
| with a funded requirement, such as a product launch, | | | | comments, as well as other examples of readers |
| thought leadership campaign or industry conference. I | | | | reaching out to engage. |
| assumed this pilot methodology was easily digested | | | | The promotion strategy to drive interest and among |
| because it kept the budget (and risk) relatively modest. | | | | target audiences also becomes more effective and |
| While this is partly true, it's also apparent that certain | | | | efficient. There is now a baseline. Readership and |
| individuals within an organization emerge as champions | | | | participation is measured with hot topics and themes |
| of social media. They may recognize that their | | | | fed to the sales organization as a form of real-time |
| customers and partners have become engaged in | | | | market intelligence. |
| social networks and online communities. You have to | | | | Phase Three: The Last Mile |
| fish where the fish are, right? | | | | With the social media program now established and |
| Or, perhaps it is a competitive threat in which an | | | | clicking along, our champion turns to the issue of ROI |
| upstart has stolen away mindshare and momentum | | | | attached to measurable benchmarks. |
| through their use of social media as a thought | | | | At Strategic, we view community, conversation and |
| leadership platform. | | | | awareness as merely the starting point. Is there an |
| Regardless of the reason, the social media champion | | | | appropriate way to cross this last mile to identify |
| correctly concludes that how companies position, | | | | members of our engaged community as sales leads, |
| brand, promote and identify leads has shifted. Their | | | | potential partners or new hires? |
| desire is to drive innovation in their communications | | | | It's in this phase that interaction with the organization's |
| program in a meaningful and measurable way. | | | | sales team becomes paramount. Thought |
| During this initial phase, the social media program wins | | | | leadership-based lead generation tactics -- such as |
| funding, a strategy is defined, an editorial content | | | | educational Webinars -- combined with good old |
| direction is agreed upon and tactics move to | | | | fashioned sales outreach must be defined and put in |
| execution. The benchmark is to attract a community | | | | place. |
| of readers, which is carefully tracked on an ongoing | | | | Although we never stray from what's appropriate in |
| basis. | | | | social media participation, the last mile phase is all about |
| Phase Two: Bridging to Pervasive | | | | justifying the spend to date and making a business |
| There is a proverb that states success has many | | | | case for continued investment. |