Craft your processes, plan, resources and budgets
The inclusion of a Social Marketing Strategy in your business will have implications for your governance structure and business plans, affecting particularly how you allocate human and financial resources. These are potentially very positive changes as your organization adjusts to become more nimble, open, responsive and innovative.
Because the changes are ultimately profound, we would suggest that you start small and be ready to grow.
Phase 1: Discovery and Scoping: review mission, vision and governance structure of company; define objectives; prioritize goals.
Phase 2: Baseline Setting: measure current activities and results
Phase 3: Environment and Market Research: environmental scan; interviews and focus groups with current customers; SWOT analysis; competitor mapping; market research
Phase 4: Analysis: analyze and interpret collected data; craft alternative scenarios
Phase 5: Governance Review: impact on employees, leadership, and stakeholders; legal and by-laws
Phase 6: Business and Social Marketing Strategy Development: business approach
Phase 7: Plan Composition: evaluate implementation options; determine mix of strategies and platforms
Phase 8: Implementation: change management; allow for adjustments
What if your initial results are up by 100%? What if they just meet expectations? How do you adjust if they are off by -50%? Operational plans must anticipate the impact on your business and departments: Marketing, IT, Finance, Communications, Management, Legal, etc.
Because your Social Marketing Strategy is potentially one of the most important initiatives your organization will undertake, it requires support at the highest possible level from both Board and Staff to succeed. A proper Social Marketing Strategy requires internal accountability with coordination across multiple departments.
Prepare a comprehensive budget that reflects the total investment in your Social Marketing Strategy and to make sure sufficient resources are applied to make your strategy a success. Budget will include:
- Hosting platform and application
- Design (look, feel and user interface)
- Content
- Project management
- Promotion and Marketing
- “Champion” care (recognition and support)
During implementation, be willing to tolerate negative feedback… it is an opportunity to improve and demonstrate your ability to listen and meet the needs of your customers.
About Wendi McGowan