The Five Phase Process
1. Gap Analysis
If your organization does not make the best use of current resources, or forgoes investment in capital or technology, it may produce or perform below its potential. Our Gap analysis identifies gaps between the optimized allocation and integration of the inputs (resources), and the current allocation-level. It involves determining, documenting, and approving the difference between business requirements and current capabilities. The analysis can be performed at the strategic or at the operational level of an organization.
In layman’s terms:
- Identify the existing process: fishing by using fishing rods
- Identify the existing outcome: we can manage to catch 20 fish per day
- Identify the desired outcome: we want to catch 100 fish per day
- Identify and document the gap: it is a difference of 80 fish
- Identify the process to achieve the desired outcome: we can use an alternative method such as using a fishing net
- Develop the means to fill the gap: acquire and use a fishing net
- Develop and prioritize Requirements to bridge the gap
This allows us to understand the big picture moving forward.
Research, and audit your business processes on the back-end, and on the front-end: your website, social presence, market, and competitors in order to provide clear documentation to be used throughout all stages of the project.
Create a comprehensive strategy and project plan that clearly outlines ROI, deliverables, and measurable business goals.
On the front-end:
Profile Strategy – document actionable plan to develop or optimize profiles across networks
Engagement Strategy – create rules for engaging with users in and out of the client’s social community. Develop plan to reach out to influencers to leverage their networks for content distribution
Measurement Planning – produce measurable short and long-term goals in order to properly evaluate campaign performance
Content Strategy – create a content calendar that features content that will be posted based on each social media network and profile
Advertising Strategy (optional) – develop an advertising plan and budget for appropriate networks. Make sure to define the object of each portion of the plan, whether that is community growth, community engagement, lead generation, conversions, or something else
On the front-end:
The implementation of content, advertising, management, technology, and recommendations from the Strategy phase to hit campaign goals.
Content Implementation – keep in line with content strategy and social media marketing best practices, distribute content to appropriate networks.
Advertising Implementation – implement advertising campaigns while closely following defined advertising strategy. If necessary, adjust the strategy to stay in line with client budget.
Community Management – following the engagement strategy, interact with users and influencers across networks.
On the back-end:
The implementation of Process/Production Design, Technology, and Automation to achieve optimization.
5. Analysis & Reporting
Provide regular reporting that includes analysis of campaign KPIs, and goal tracking and adjust project plan based on results.
Monthly Performance Report – document current standing of goals, campaign metrics, tasks completed, and plan for the following month.
Quarterly Review – comprehensive overview of campaign and adjustments to the project plan based on the results achieved.
Once we’ve gathered and documented all of the necessary information, we conduct a Guided Learning and Discovery Workshop. After that, you have two options moving forward: take what you’ve learned and go, or let us take the weight off of your shoulders and manage the execution of your strategy.