At the heart of every successful social engagement are three things: purpose, process and people.
These are not designed to replace the classic 4 Ps of marketing, or even be an additional 3 Ps. They are real, nonetheless.
Purpose defines why an organization engages in social campaigns. It is no longer enough to “be social” because it’s expected, but nor is it acceptable to be absent without leave.
In other words, we are now all compelled to consider the point about why we should be active in the social sense, defining why we need to be active with social campaigns. This in turn defines the returns on effort and investment we are prepared to accept, defines the case we make to senior management, defines the resources and budget required to make any such programme a success.
This leads to process, which covers everything from resources to engagement plans, tools to data, people and skills to strategy and execution, content to real-time CRM connectivity and feedback.
In short, having agreed that you are going to execute and the reasons why, how are you going to execute?
Which leads to people. We don’t mean the people in your organization who will execute the programme, but the people with whom you are going to engage: your audiences – customers, prospects, partners, influencers, and more.
The social web is all about people, individuals who are active on the social web, expressing their opinions about your brand and that of your competitors. Expressing their desires about what they want. Expressing their feelings about your organization and much else besides.
Hook people to process and you know how you’re going to to reach the right people, at the right moment.
Hook process to purpose and you know how you’re going to know what resources you need.
Hook people to purpose and you know why you’re moving ahead and the results you expect to achieve.