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Deloitte CrowdIn –

Social Media Strategy & Delivery

Harnessing business opportunities presented
by social media

Deloitte Consulting – Webstrategy
June 2009

© 2009 Deloitte Touche Tohmatsu
Deloitte’s point of view: Companies typically adopt social
media for three major benefits or themes

1 Enhance customer and
partner relationships

Increase
2 Increase employee productivity
(Shareholder)
and operational efficiencies
Value

Foster creativity, innovation,
3
and collaboration

2 2009 CrowdIn – Social Media Strategy & Delivery © 2009 Deloitte Touche Tohmatsu
CrowdIn - Social Media Strategy & Delivery, Approach and
Deliverables

Determine Determine Develop a Realize Social Manage the
contributions of characteristics roadmap and Media project(s) Social Media
social media to and social media business case for and execute the initiative and
organizational goals use of target embedding Social plan develop a growth
audience Media strategy

§ Assess overall § Develop § Determine existing § Determine functional § Monitor and
business goals to segmentation / (social) media requirements of measure social
determine social media characteristics of activities social media project media activity
objectives (Opex, CI, target audience § Develop possible § Develop interaction § Analyze and learn
PL) (Persona scenario’s for social and graphic design from success of the
development) media use (build, join
§ Create awareness and § Vendor tool selection initiative
understanding of Social § Research target or ignore?)
§ Build or configure § Perform Community
Media and it’s audience use of § Develop a business
social media tool Management &
opportunities and case of social media Coaching of client
challenges § Assess current social projects including § Identify and gather
with successful use
§ Assess strategic media activities of risks, goals, and relevant content of social media
alignment with goals organization metrics § Implement initiative
of Social Media § Value Effort organizational § Close down project
(Listening, Talking, Prioritization structure to manage and launch next
Energizing, § Develop a roadmap social media project social media
Supporting, § Build awareness and initiative
Embracing) train organization
§ Test and deliver
project

3 2009 CrowdIn – Social Media Strategy & Delivery © 2009 Deloitte Touche Tohmatsu
Appendices
- Business to Social Media Strategy Framework

4 Footer © 2009 Deloitte Touche Tohmatsu
STRATEGY 1: Translate business goals into a
social media strategy

Example
implementation plan
Operational
Excellence –
Supporting
Objective
 Support people/employees
to help each other on their
working processes
 Support self-service online

Scope and Scale
Growth model
Cases
 Dell support forum

Organize
People
Process
Technology
 Support forum
 Q&A as cost reduction
 Wiki manual of a product
 Social bookmarking

The Social Media strategy (growth model) encompasses a) Best Practices and b)
Implementation Plans (people, process, technology), and is supported with our Wiki-tool
5 2009 CrowdIn – Social Media Strategy & Delivery © 2009 Deloitte Touche Tohmatsu
STRATEGY 2: Develop audience Insights with
Persona’s
Persona’s can be used to:

3. Visualise target
audience
- In briefings &
preparations
4. Understand Audience
needs
 Different persona’s
have different
needs
5. Map Needs to Design/
Functionalities /…
- Relative scoring
- Prioritize

6 2009 CrowdIn – Social Media Strategy & Delivery © 2009 Deloitte Touche Tohmatsu
STRATEGY 3: Use Value Effort Prioritization to
establish your Roadmap

Function Assessment Businesss
Businesss
case
Businesss
case
case

Prioritize
Value Effort & plan

Organiza- Technical
Audience Business
tional effort effort
Value value
( FTE / €) (FTE / €)

7 2009 CrowdIn – Social Media Strategy & Delivery © 2009 Deloitte Touche Tohmatsu
Please contact us for more information

Consulting Consulting
Laan van Kronenburg 2 Laan van Kronenburg 2
1183 AS Amstelveen 1183 AS Amstelveen
Lucien van Eck Laurens van Wonderen
Director Webstrategy Senior Manager Webstrategy
Tel + 31 20 454 7500 Tel + 31 20 454 7500
Mobile: +31 61 100 3986 Mobile: +31 65 585 3454
lvaneck@deloitte.nl lvanwonderen@deloitte.nl

Member of Member of
Deloitte Touche Tohmatsu Deloitte Touche Tohmatsu

Consulting Consulting
Laan van Kronenburg 2 Laan van Kronenburg 2
1183 AS Amstelveen 1183 AS Amstelveen
Patrick Boonstra Martin Kloos
Senior Consultant Webstrategy Consultant Webstrategy
Tel + 31 20 454 7500 Tel + 31 20 454 7500
Mobile: +31 6 1234 4965 Mobile: +31 6 2025 2468
pboonstra@deloitte.nl mkloos@deloitte.nl

Member of Member of
Deloitte Touche Tohmatsu Deloitte Touche Tohmatsu

8 2009 CrowdIn – Social Media Strategy & Delivery © 2009 Deloitte Touche Tohmatsu