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'ur organi(ation will likel not benefit from investing resources into this area
with social media.
+omain )pportunity Rating
Mar,eting Building Positie Brand #mage" +ocial media provides an alternate medium
b which our organi(ation can showcase positive aspects of our brands! emploees!
communit involvement! and so on. If our customers are alread discussing our
products>services in social media! taking part in the conversation will help to ensure
that ou are being reflected positivel.
Mar,eting #ncreasing Mind Share" +ocial media can reach large audiences at ver low
monetar cost! providing another medium to promote our name.
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Serice #mproing Customer Satisfaction" @everaging social media can provide
our customers with more timel and personal service! as well as encourages them to
converse with ou in the medium that the prefer.
Serice #ncreasing Customer Retention" Using social media with customers builds
barriers to e&it since customers are engaged using a medium the prefer A something
the competition ma not necessaril offer.
Serice Reducing Cost of Sericing Customers" 'rgani(ations can use social
media to quickl and efficientl respond to customer service issues. The answer to the
problem can be public! making it searchable b other customers that have the same
request. However! do keep in mind that once privac becomes a concern! ou ma
have to switch channels or make the conversation private. This opportunit area is the
most difficult one to achieve because offering more opportunities for interaction can
lead to more inquiries.
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Section ." Ris, Mitigation
This section of the +ocial .edia /usiness "lan e&plores the risks that 2compan name4 ma encounter with the
implementation of social media for business purposes. High perceived risks and lack of management bu-in were
the top two reasons organi(ations cited the have not implemented social media. Take these mitigation steps to
safeguard our business plan approval.
6elete an of the te&t in gre that is not relevant to our organi(ation and add to the list as needed.
Ris, Category Probability Ris, Mitigation Strategy
+ecurit High 8isk of emploees downloading
malware! viruses! etc from social
media services.
- Implement policies that indicate
appropriate conduct b
emploees.
"rivac High 8isk of inappropriate e&change of
information between personal and
business contacts.
- Implement separate social
network accounts for business
purposes.
- Train emploees to never use
personal accounts to interact
with business contacts and
never use their business
account to interact with personal
contacts.
Inappropriate 0ontent High -mploees representing the
organi(ation on social media
channels ma post something
inappropriate to the nature of our
business.
- +elect our social media team
carefull and ensure the are
full trained on both official
compan polic and social
media etiquette.
- -nsure consistent monitoring b
business units.
Time Bastage b
-mploees
.edium Use of social media for business
purposes is linked intrinsicall to
personal use and time spent ma
not be optimi(ed to meet
organi(ation goals.
- "rocess for accounting for time
spent focused on organi(ation
objectives must be documented.
0ontrol 'ver /rand
Image
.edium %ull participating in social media
means reling on front-line staff for
dissemination of positive branding.
- Train ever person charged with
interacting with customers and
prospects via social media
regarding what constitutes
acceptable brand presentation.
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Ris, Category Probability Ris, Mitigation Strategy
/andwidth @ow 1n increase in bandwidth
requirements to support social
media efforts! particularl when
using video social media such as
CouTube.
- "lan for an bandwidth
requirements with IT network
staff.
0ompetitors "oaching
0lient @ists
@ow The abilit for a competitor to view
lists of clients that have joined our
organi(ation?s social media groups.
- In a public social network! ou
cannot prevent this. .onitor
our own brand as well as
monitor competitors. If client
secrec must be maintained!
then ou should use a private
social network! not a public
network. D+ocialTe&t! @ithium!
private +hare"oint site! etc.4
Increased 0ost of
+ervicing 0ustomers
@ow 1dditional resources ma be
allocated to social media without
seeing immediate 8'I.
- 1ugment e&isting customer
service responsibilities with
social media requests.
- If a dedicated resource is not
available! dedicate a specific
amount of time per emploee to
be spent addressing customer
concerns via social media.
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Section /" Pro0ect Recommendations
This is the section where you tell the reader what needs to be done$ what can be done and recommend that it be
done. %or the opportunities identified in Section .&
3etail the benefits and riss$ includin# the riss of doin# nothin#.
Estimate pro"ect costs and paybac period.
+s for executive approval to proceed with the hi#hest priority pro"ect.
8ecommend the remainin# pro"ects be submitted for future bud#etin#.
8ecommend the Social !edia ,usiness Plan be reviewed and revised semi9annually.
Please refer to the storyboard 5:evera#e Social !edia for 0ustomer Interaction7 for more details on how to create
this section.
+omain )pportunity
Social Media
Serice1s2
+escription
Mar,eting - /uild positive
brand image
- Increase mind
share
- %acebook
- Twitter
- CouTube
%acebook fan page to create a forum for
customers to discuss our products and
services.
Sales - 0ustomer
acquisition
- %acebook
- Twitter
- @inkedIn
%acebook fan page to alert customers of
sales and promotional coupons that can be
used at the online store or in retail outlets.
Twitter will be used as another medium to
promote sales and coupon codes.
Integrating @inkedIn into contact information
and contact interaction histor to equip sales
personnel with the most complete picture of
the customer.
Serice - 0ustomer
retention
- %acebook
- Twitter
%acebook fan page to be linked directl with
customer service.
0ustomer service representatives respond
to requests via Twitter.
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Section 3" Technology #nestments
;endors can be cate#orized into three silos& social media services -i.e. %aceboo$ Twitter/$ 08! suites that feature
social media inte#ration -i.e. 6racle$ Salesforce.com/$ and pure9play social channel a##re#ators and mana#ers
-such as Tweet3ec and Socialware/. 3ifferent products from the three silos can be brou#ht to#ether to create a
cohesive platform.
Include a description of the technolo#y investments that will need to be made to support the above pro"ects.
Please refer to the storyboard 5:evera#e Social !edia for 0ustomer Interaction7 for more details on prominent
vendors in this space.
Technology Re-uirement
Suggested 4endor
Product
Estimated Cost
CRM Suite
"urchase additional licenses to include select
.arketing personnel
-&: 'racle! 8ight3ow
Technologies! +alesforce.com!
+ugar08.! etc
@ist
Social Channel $ggregator
"urchase of an aggregator to minimi(e
manual effort required to maintain social
media presence.
-&: +ocialware! InsideEiew! etc @ist
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Section 5" Roles 6 Responsibilities
This is the section where you tell the reader who needs to be involved in order to accomplish the proposed pro"ects
outlined in Section <. ,elow is a sample table.
Role )7ner )thers #noled
+efining social media goals
- /usiness management
- .arketing
- IT management to be
involved
Managing social media security
- IT 6irector - /usiness
Proiding social media technology support
- Infrastructure .anager - /usiness
Managing social media and CRM
integration
- IT 6irector - .arketing
- +ales
- 0ustomer service
Posting content to social media sites
- .arketing
- +ales
- 0ustomer service
- 3one
Social media content archial
- IT - 3one
Proiding social media reporting metrics
- IT - .arketing
- +ales
- 0ustomer service
Monitoring social media sites
- .arketing - IT
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Section 8" Business Plan $pproal
Gain executive approval prior to movin# to the next step of pro"ect plannin#.
FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF
Pro0ect $pproer Signature +ate
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Pro0ect Sponsor9*ead Signature +ate
FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF FFFFFFFFFFFFFFFFFFFFFFFFFFFFFF
Pro0ect Manager Signature +ate
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