Social Blueprint - FleishmanHillard · FleishmanHillard’s Social Blueprint is an established ......
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WHAT IS IT? FleishmanHillard’s Social Blueprint is an established methodology that guides organizations through the development of a social media strategy. It uses an ordered sequence of questions to compose a concise statement of strategic intent and comes together in a facilitated workshop with key stakeholders. The output is visualized through a “placemat” that keeps teams on task, provides a sense of shared progress and establishes post-session deliverables. What are the benefits of a Social Blueprint? Creates a common language and planning process that can be easily understood and extended across business units and markets. Shares key issues and insights on business and customers in an open environment. Reduces the time required to interpret research and business requirements. Builds upon a foundation of common elements (e.g., vision, mission, brand proposition) while still allowing local markets to tailor programs to suit localized needs. The single slide summarizing an organization’s strategy allows the organization to clearly communicate the strategy to a wide group of stakeholders and to assess whether new initiatives are on strategy. Social Blueprint A Product of FleishmanHillard Artificial time constraints accelerate ideation and decision-making while minimizing analysis paralysis. Challenging traditional roles with face-to-face collaboration that is nonhierarchical and cross-functional delivers buy-in and results that stick. Well-defined challenges and guidelines create parameters for creativity and agreement. Placing all elements into a unified visual narrative aids comprehension and creates sense of shared progress. Time Boxing Collaboration Game Rules Visualization THE SOCIAL BLUEPRINT IS BUILT ON FOUR KEY PRINCIPLES:
Transcript of Social Blueprint - FleishmanHillard · FleishmanHillard’s Social Blueprint is an established ......
WHAT IS IT?
FleishmanHillard’s Social Blueprint is an established
methodology that guides organizations through the
development of a social media strategy. It uses an ordered
sequence of questions to compose a concise statement of
strategic intent and comes together in a facilitated workshop
with key stakeholders.
The output is visualized
through a “placemat”
that keeps teams on
task, provides a
sense of shared
progress and
establishes
post-session
deliverables.
What are the benefits of a Social Blueprint?
Creates a common language and planning process that can be easily understood and
extended across business units and markets.
Shares key issues and insights on business and customers in an open environment.
Reduces the time required to interpret research and business requirements.
Builds upon a foundation of common elements (e.g., vision, mission, brand proposition) while
still allowing local markets to tailor programs to suit localized needs.
The single slide summarizing an organization’s strategy allows the organization to clearly communicate the strategy to a wide group of stakeholders and to assess whether new
initiatives are on strategy.
Social BlueprintA Product of FleishmanHillard
Artificial time constraints accelerate ideation and decision-making while
minimizing analysis paralysis.
Challenging traditional roles with face-to-face collaboration
that is nonhierarchical and cross-functional delivers buy-in
and results that stick.
Well-defined challenges and guidelines create parameters for creativity and agreement.
Placing all elements into a unified visual narrative aids comprehension and creates
sense of shared progress.
Time Boxing Collaboration Game Rules Visualization
THE SOCIAL BLUEPRINT IS BUILT ON FOUR KEY PRINCIPLES:
The workshop takes place. • The power of a blueprint session is built into the process
– participants leave the session with a single slide summarizing the organization’s social media strategy, a stark contrast to more traditional (and heftier) strategy documents.
• Well-defined challenges and guidelines create parameters for creativity and agreement.
The results of the workshop are compiled to create a single-slide “roadmap placemat.” • A statement of strategic intent is developed that all team
members endorse and can act upon.• All elements are placed in a unified visual narrative that
aids buy-in and comprehension.
HOW IT WORKS
The Social Blueprint methodology uses a three-step approach:
Follow-up sessions and presentations may be conducted as desired, and the methodology may be repeated for multiple audiences or business units.
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Internal and external research is gathered and completed as necessary. From this research, key insights are derived and questions customized to address specific business objectives. • Questions should be designed and the research reviewed
with the primary client contact in advance.• Decision-making research is identified and shared with
the working group in advance of the session.
LEARN MORE
For more information about FleishmanHillard’s digital and social expertise, please visit fleishmanhillard.com/digital-social.
Manufacturing & Industrials
Consumer Products &Services
Energy &Utilities
Food, Beverage &Agribusiness
Financial &Professional Services
Technology
Healthcare
Digital &Social
Strategic Integration
PublicSector
BrandMarketing
Research &Analytics
MediaRelations
PublicA�airs
ReputationManagement
CrisisManagement
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Many social media strategies fail for the same reasons:• Lack of connection to business results• Lack of shared agreement within the organization• Lack of resources to achieve goals• Lack of buy-in from senior leadership• Lack of communication and understanding of strategy
The Social Blueprint helps organizations address these common pitfalls and find answers to complex questions such as:• How do we “win” in digital and social?• Who is my target audience? • What is our content strategy? And what is our
brand voice?• How do our business objectives align with our
social media efforts?• How are we measuring our effectiveness in
social media?
It can also be deployed to rapidly gain alignment and actionable deliverables focused on the development of:• Corporate social strategy • Product social strategy • Digital strategy • Social content strategy
The Social Blueprint
