7P’s of social media management revised

Reading Time: 2 minutes I recently revised and presented my 7P model for Social Media Management at ADMA Forum 2012. This post includes my presentation as well as the three ways the 7P model has evolved.

Reading Time: 2 minutes

I had the good fortune to present at ADMA Forum 2012 on the topic of ‘social media management’.  I’ve embedded the SlideShare hosted presentation below (sorry – the limits  of my technical expertise have been reached!).

My presentation strategy was to provide a ‘management’ structure applicable to a broad number of organisations while offering brand relevant examples.  So I decided to create the next iteration of my 7P model.

The 7P model is a simple way to structure a corporate social media program.  It’s based on my four plus years of social media experience at Telstra.

[slideshare id=14143032&doc=7ps-of-social-media-managementfinal-120902022655-phpapp01]

The biggest changes in the 7P model includes:

Placing the 7P’s in a sequential order.  In the real world, numerous elements of the 7P’s will be running simultaneously.  Within the safe confines of a powerpoint presentation, I’ve laid out the 7P’s in a sequential order moving from planning to execution.

Profiling the growing dominance of Programming.  While it’s not clear from flipping through the slides, I placed a lot of importance during the presentation on Programming. With a corporate presence on Platforms like Facebook, Twitter and YouTube considered commonplace, today’s challenge is how will corporations earn the ongoing attention of their consumers?

The answer is developing relevant and rich media content across various social and technical Platforms.

Aligning social media with the consumer’s purchase journey.  By clearly defining the business Purpose, brands are in a position to apply social media strategies that best support the consumer at a particular phase of the purchase journey.   Each phase of the purchase journey will have an objective that can assess social media Performance.

Integrating social media into the mix of owned (ex: your brand’s website), earned (ex: brand presence on social media platforms) and paid (ex: third-party publishers) media, can help a brand effectively target customers and/or consumers.

This deeper integration of social media into customer touch points that produce business outcomes, provides an opportunity to build out a series of business assumptions that can generate an attribution based ROI.

Thanks for reading!

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