Strategy Development

Social Media can deliver a fundamental shift in the relationship that your organisation can enjoy with customers or members. This means it must be regarded as a strategic issue, guided by consideration of 6 factors:

  • Your organisation's existing strategies (marketing, operational, communications etc).
  • Your products or services and your markets.
  • The channels through which you deliver your products or services.
  • An understanding of how consumer online activities and expectations are evolving.
  • Underlying market factors which might accelerate the migration to online provision.
  • Your organisation's capacity to accommodate and deliver change.

These factors can then be used to determine where your organisation wants to sit on the digital engagement continuum. At one extreme is brand protection, using tools to monitor adverse online comments in blogs and other social media. At the other extreme is creation of an integrated online community, deploying the full suite of social media tools to achieve a high level of engagement with their target audience. In between are a variety of options, with benefits ranging from reduced operational costs and improved service delivery to active brand promotion and customer aquisition, retention and value increment.

Once the required position is identified, the final step is to assess which of the digital technologies and social media tools should be deployed to achieve the desired outcome and in what way. This broad approach is illustrated below:

Digital Engagement Strategy

Aptus can support your digital strategy development by:

  • Providing expert knowledge, such as how consumer's product and service expectations are evolving.
  • Building a set of realistic social media objectives and translating these in to short-, medium- and long-term positions on the digital engagement continuum
  • Illustrating what other organisations are already doing in the social media space and emerging best practice.
  • Providing insight in to the capabilities of different social media tools and how they may be best deployed.
  • Facilitating this process for your organisation.

Please contact us for more information on how we could help your organisation to develop its social media strategy.