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Knowledge Dump for Communication Roadmap (1
st
Cut)
What goes into a social media marketing roadmap?Three things to consider are:
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The goals – Public relations, leadership positioning, awareness,conversion, etc;
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The audience – Who and where the key groups of people are (includeswhat and where their main spheres of conversations are); and
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The resources – Who and where the individuals in the organizationwho are helping in the social media communication are.SEO Marketer and blogger Lorna Li of Salesforce.com introduces a 6-step socialmedia roadmap on her personal blogthat I find extremely useful as a trigger inthinking about our own roadmaps. Discussed below is a repurposed and adaptedversion of her roadmap based on my own understanding and requirements.
Phase I – Preliminary Activities
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Educate
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Understand what social media is
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Knowing the basics, capabilities and limitations of the tools out inthe market
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Understand the scope of social media
Phase II – Development of Roadmap
 
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Research and Planning
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Determine where conversations are happening (the organization’scommunication ecosystem)
Conversations in the conventional/traditional realm
Conversations in the social media realm
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Determining organizational asserts available for Communication 2.0
Where the main communication ‘think tank’ will be sited
Who the organizational ambassadors are
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Who are geared for offline communication andengagement
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Who are suited for online communication andengagement
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Strategic development of core messages/narratives
Drawing list of issues, practices and plans of individualdepartments that may be of interest to public
Fleshing out a list of core/principle or organizationalpositions on various issues, getting these ‘talking points’approved, and making them known to the organizationalambassadors
Continuous environmental monitoring, updating andrefreshing of the ‘issues’ list for relevancy
Paralleled development of issues that can provideknowledge leadership positions in the market, based on theservices and products of the organization’s core business
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Development of overarching corporate guidelines on publicengagement and communication
 
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Chart out the organization’s main inbound/outbound communicationroutes (to understand how organization’s messages or positionsare ‘getting out there’ and how it’s receiving feedback from thecommunity)
Segmenting the conversation ecosystem by types andcategories (e.g. blogs, social networks, social news sites,forums), segmentation by target audience, and segmentationby topical interest
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What are the main outbound communication channels
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List the traditional/conventional outboundroutes
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List the shortlisted outbound new media/socialnetworking channels
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What are the main inbound communication channels
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List the traditional/conventional inbound routes
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List the shortlisted inbound new media/socialnetworking channels
Rule of thumb:
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Inbound routes should outnumber outbound routes
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Both inbound and outbound channels should employa mix of traditional and new media channels
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Integrate and Experience
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Seek and cultivate
After identifying where the main spheres of conversationsrelative to the organization are, it is time to ‘step in,’ listen,and participate.
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