CLASS HANDOUT August 9, 2018

Transcription

1 CLASS HANDOUT August 9, 08 SUCCESSFUL SOCIAL MEDIA STRATEGIES FOR TODAY S COMMUNITY BANKER Social Media Readiness Assessment - Template Eric Cook Digital Strategist WSI Digital Marketing Battle Creek, MI eric@poweredbywsi.com

2 Social Media Readiness Assessment Instructions:. Leadership Commitment Delete this box once you are done reading. Respond to the statements under each of the eight sections, indicating your level of agreement from -. You'll also want to be sure to document your "thought process" by adding notes in the far right colunm. Once you have completed this section, click on the Senior Results management tab below. is interested in leveraging Social Media as a communications channel Senior management understands that Social Media is long-term commitment Senior management is prepared to contribute to Social Media content development (blog posts articles, presentations, posts, etc.) Senior management is interested in feedback from customers and are prepared to make changes to improve the organization Senior management has committed to providing sufficient budget and resources in order to get the Social Media program off the ground and/or sustain it long-term. Social Media Knowledge We understand which Social Media channels are the best fit for our organization We know how our employees and executives are currently using Social Media We have read industry-based reports and benchmarking studies on Social Media to help establish expectations We have attended conferences and networked with colleagues to gain a better understanding of how they plan on implementing Social Media We have joined Social Media peer groups to learn more about how we can leverage Social Media We subscribe to Social Media educational sites such as Mashable, Social Media Examiner, etc. Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly

3 . Customer Engagement We have joined existing online communities and/or groups for our industry or product types (Facebook, LinkedIn, Twitter, etc.) We have an active presence and company profile on Social Media networking sites such as LinkedIn, Facebook, etc. Our subscribers/follower/fanbase is growing and we know how large our "digital reach" is online We regularly contribute to online discussions (forums, blogs, groups, etc.) to help build our brand and online credibility We track reviews and if our audience tone is positive, neutral, or negative on rd party sites Our audience (customers, prospects, etc.) regularly make comments on our postings. Competitive Information We have reviewed our top competitors' online strategy and have a basic understanding of what they are doing with Social Media We regularly track our competitors (# of blog postings, comments, Twitter followers, Facebook fans, LinkedIn employees, etc.) We have alerts set up to monitor competitive Social Media activity updates and changes daily We formally include competitive ranking information as part of our reporting process We have joined competitors' online community sites and networking groups Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly

4 . Staff & Resources The roles and responsibilities have been defined for the people in our organization who are involved with Social Media We have a dedicated person to manage our Social Media program and and empowered them with full management support We have consulted with Social Media experts to ensure our programs have the highest chance of success We have an industry thought leader who contributes to our blog postings and/or Social Media content on a regular basis Our IT department has provided their input on technology solutions to help empower (not just restrict) staff's use of Social Media We have developed and provided a training program to employees and contractors to empower them to participate in social media 6. Social Media Plan We have created and presented a Social Media plan to senior management that highlights how we will use Social Media We have a defined strategy with clear objectives, targets, initiatives and measurement objectives We have prioritized our Social Media channel options and have agreed on which opportunities to implement first We have evaluated and selected technology solutions for implementing our Social Media program We have developed a project plan with timelines, deliverables and milestones We have communicated our Social Media plan to our employees Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly

5 7. Process Documentation We have incorporated and integrated Social Media into our normal marketing mix (product launches, marketing plans, customer service, etc.) We have developed a calendar for identifying topics and organizing Social Media communications We have planned the frequency for updating our Social Media channels (blog, Twitter, Facebook, LinkedIn page/profiles, etc.) We meet regularly to discuss our Social Media program (topics, results, competitive insights, new opportunities, etc.) 8. Policy & Measurement We have a policy to govern the use of Social Media with our employees, contractors, prospects and customers (and it's been updated per FFIEC guidelines) We use a dashboard to report on our top Social Media metrics for consistent tracking over time We communicate the results of our Social Media program to Management on a regular basis We have documented the Terms of Use and Privacy Policy for the Social Media applications that we utilize on behalf of the institution Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly Strongly

6 Instructions: Delete this box once you are done reading. Your responses have been averaged and brought over into Column E (Current State). Indicate in Column G (Goal State) the desired score for your organization and the graph to the right will reveal any gaps that require your attention. Social Media Assessment Criteria Current State Goal State. Leadership Commitment.0.0. Social Media Knowledge.0. Social Media Readiness Results Social Media Readiness Maturity Index. Leadership Commitment.0 `. Customer Engagement.0.0. Competitive Information Policy & Measurement Social Media Knowledge. Staff & Resources Social Media Plan Process Documentation 0.0. Customer Engagement 7. Process Documentation Policy & Measurement Social Media Plan. Competitive Information Assessment Readiness (out of 00) 60. Staff & Resources Goal 7.