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  • The Social Planning Framework V1.0

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    Vincent Teo
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    The document outlines a social planning framework with 10 key elements: 1) objectives, 2) target demographics and insight, 3) key activities, 4) social channels, 5) available content, 6) key collaborators, 7) resources, 8) desired outcomes, 9) data collection, and 10) community purpose. The framework is meant to guide the development of a social media strategy by first defining objectives and then identifying the target demographic, relevant social channels and content, collaborators, resources needed, desired consumer actions, data tracking approach, and overall community purpose.

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    The document outlines a social planning framework with 10 key elements: 1) objectives, 2) target demographics and insight, 3) key activities, 4) social channels, 5) available content, 6) key collaborators, 7) resources, 8) desired outcomes, 9) data collection, and 10) community purpose. The framework is meant to guide the development of a social media strategy by first defining objectives and then identifying the target demographic, relevant social channels and content, collaborators, resources needed, desired consumer actions, data tracking approach, and overall community purpose.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    6 views3 pages

    The Social Planning Framework V1.0

    Uploaded by

    Vincent Teo
    The document outlines a social planning framework with 10 key elements: 1) objectives, 2) target demographics and insight, 3) key activities, 4) social channels, 5) available content, 6) key collaborators, 7) resources, 8) desired outcomes, 9) data collection, and 10) community purpose. The framework is meant to guide the development of a social media strategy by first defining objectives and then identifying the target demographic, relevant social channels and content, collaborators, resources needed, desired consumer actions, data tracking approach, and overall community purpose.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 3

    THE SOCIAL PLANNING FRAMEWORK V1.

    Objectives

    Available Content

    Key Collaborators Target Demographic and Insight


    6 2

    Quality Control

    Community Purpose

    Key Activities

    Resources
    10

    Social Channels

    Resource Allocation

    Optimisation

    Data Collection
    9
    Tracking

    Desired Outcomes
    8

    1.

    Objectives Setting out the objectives for the community is crucial. This may encompass your own objectives e.g. growth to x volume of fans, but should be included in the original brief you get or are working from. These need to be set out first in your planning. Target Demographics who is our target audience, what are their digital habits and habitats, where does our brand fit into their lives currently. How can you use this for insight around your planning? Key Activities what will be the key activities of the brand in the social space. Are they trying to sell? Are they trying to be a content company? Are we trying to connect with rugby fans? Social Channels where are they present and where should they be present based on our Target Demographic insights? Is blogging more key than microblogging, is music more relevant than video? Etc Available Content what do we have available to us now? What can we work with or create more of? What restrictions are there on the content? Key Collaborators who should we be working with? Who do we want to bring into the inside of the company and what is their role for us? Resources who do we need to work on the campaign/activity? How many people, how frequently, what hours, what is needed? Desired Outcome what is the ultimate goal for our social campaign? What do we want consumers to actually do? Simply like? Or participate? Or purchase? These should match the objectives but be tailored to the actual specifics of what we want people to do. Data Collection who and how will we track the data? Is it a case of knowing conversational impact? Is it about clicks on links? Is it about post-purchase experience and review? Who should we be using to track? Community Purpose The vision that we hold everything to. Why, as a consumer, would I want to be involved? (the most crucial bit, but hangs off everything else)

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