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Traditional online marketing and eCommerce contexts are undergoing a revolution of change driven by the social nature of how consumers engage online. 7Summits has created a strategic framework that captures how social media is applied to these contexts:
ASM Framework.bmp
This takes into account several best practices as they relate to developing a Social Business Strategy:
  • Business imperatives should drive your use of social media, not just the technology itself.
  • Customer activation, re-activation, and retention should be the primary goals guiding the use of social media.
  • Social Media should be applied with consideration for your core Sales & Marketing lines of attack: grow awareness, establish relevancy, increase conversion, generate involvement and create ongoing engagement.
  • Measure your baseline and then measure and analyze your results to determine impact on behavior, sales, reputation, and overall ROI.
  • Social Media and Web 2.0 complement and extend marketing strategies and do not replace them in total.
  • Social Media can be an important element of an overall marketing plan when market segmentation and audience analysis help guide the way.
  • Identify customer advocates and key opinion leaders and then activate them as a social influence for your brand.

 

 

We like this framework because it can be applied to all four stakeholder groups for a company: customers, employees, partners, and, to some degree, investors. We have used this as a thought provoker with several client prospects and have found our conversations going well over the allotted time. Companies like the context of social media and web 2.0 as an integrated component of their overall marketing strategy. This model merits consideration when creating a Social Business Strategy & Plan.

 

 

Awareness | Relevance | CONVERSION | Involvement | Ongoing Engagement

 

We will be referring to this strategic framework as we explore Applied Social Media.

Paul Stillmank

7Summits

1,098 Views 0 Comments 0 References Permalink Tags: planning, strategy, business_imperatives, retention, customers, employees, sales, social_media_marketing, investors, partners


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