Social Media Project CharterPurposeUse the Social Media Project Charter to establish a clear project scope, decision rights, andexecutive sponsorship for the project.Be sure to customize this template accordingly. When required, delete the sample textprovided and fill in the blanks with information that is directly related to the socialmarketing project.This template has been pre-populated with an example of what a mobile marketing projectcharter might look like. Change, delete, or add to the example as required.
[Project Name] Social Media Project Charter By [Enter Name Here] For [Enter Name Here]Effective Date:Document Owner:Version:Version Date Revision / Description Author:Approval:Approver Title:Approval Date:
1 – Project OverviewThe following table includes the basic information associated for the social media project.Please contact the project manager with any additional questions or comments.Project Title Social Media InitiativesProject Sponsor Marketing/Sales DirectorProject Manager Marketing ManagerProject Manager Contact 1234 Marketing Manager IT ManagerProject Team Members Sales Manager Customer Service Manager Customer Service RepresentativesProject Start Date October 1, 20122 - Project Description2.1 Project Purpose Social media is emerging as a key factor in the online opportunities available for sales, marketing, and customer service. <Insert Organization Name> needs to develop an official social media strategy to leverage these opportunities and achieve benefits in the following areas: 1. Marketing Improving brand image Increasing mind share Gaining customer insights
2. Sales Increasing revenue Acquiring customers Gaining customer insights 3. Customer Service Increasing customer retention Increasing customer satisfaction Reducing cost of service This project will identify the opportunities available and realistically achievable, as well as develop a plan to execute a social media strategy effectively across the major social media channels.2.2 Background Consumers are rapidly adopting social media, yet adoption of social media by organizations has lagged. <Insert Organization Name> must follow customers, prospects and partners into the social media world. Extended public social media services, such as Facebook, Twitter, and LinkedIn, comprise extensive networks of users who are self- organized into groups and communities. Users also join groups and communities that are organized around attributes such as products, lifestyles, entertainment, institutions, politics, and geographic locations. Customers will interact via social media whether or not <Insert Organization Name> is participating; <Insert Organization Name> can leverage the growth of social media to increase customer engagement, gauge brand perception, and respond directly to customer service issues. <Insert Organization Name> has an opportunity to bring benefits to sales, marketing, and service by engaging customers in conversation in the social media sphere.
2.3 Project Scope The scope for the social media project includes: Establishing a presence on Twitter, YouTube, Facebook, and LinkedIn Developing a standard process for maintaining and updating social media sites Developing an acceptable use policy for employees engaged in social media on behalf of <Insert Organization Name> Integrating accounts to leverage content across multiple channels Implementing a strategy for acquiring fans and followers Executing a maintainable, scalable plan that is concentrated on achieving the specific benefits outlined in the Project Purpose of this document Vendor selection and implementation of social media monitoring tools within our CRM It is understood that the project will unfold in three phases: 1. One-sided interactions while building a fan/followers base 2. Increased participation and diversification of social media presence 3. Multi-faceted conversations and CRM integration2.4 Project 1. Regular, consistent updates to Facebook page and Twitter accountDeliverables Updating Facebook status, responding to fans, posting photos and starting discussions; responding to fan comments promptly and resolving their issues (offline if required) Posting tweets that include company news, open-ended questions, re-tweets of relevant content, links to our YouTube and Facebook accounts, and links to our blog Monitoring Twitter for mentions of our brand and industry and responding where appropriate 2. Regular conversations and contributions on LinkedIn
Establish a group for our customers and prospects and instigate discussions 3. Predictable production of videos Posting of product announcement, company news, product news, informative/educational, and entertaining videos to our YouTube channel 4. Monthly reporting and analysis Report metrics as applicable to specific goals Examples include number of fans/followers, discussions started and participated in, views, re-tweets, links clicked, brand mentions, sentiment of customer discussions, anecdotal evidence of increased customer satisfaction through issue resolution2.5 Project Timeframe Start date: July 1, 2012 Estimated end date: This is an ongoing initiative which will be evaluated quarterly2.6 Project Resources Include roles, responsibilities and estimated time allocation to theand Responsibilities project: 1. Project Manager Oversee all social media efforts and resource allocation Collect and reporting project metrics 2. Project Sponsor Project approval and executive representation 3. IT Support Establish corporate social media accounts Install monitoring and/or aggregating software 4. Customer Service Representative
Establish customer service goals and processes to be used when interacting with customers via social media Provide response mechanism and personnel to respond to customer requests and issues5. Marketing Representative Establish marketing objectives for social media Monitor channels for brand mentions and identify branding opportunities Develop strategies for cross-platform promotion Harvest customer insight6. Sales Representative Establish sales strategy for social media (e.g. exclusive discounts, interaction with online store, offline opportunities) Harvest customer insight7. Staff responsible for manning social media channels Publish content via social media accounts Participate in online discussion Implement cross-platform marketing promotion Promote sales initiatives Respond to customer comments, questions and issues Grow fan/follower base by interacting with customers and prospects wherever our organization or industry is mentioned
3 – Key Success FactorsWhat are the key success factors for the project (i.e. the factors that are a necessarycondition for success of the project)? Committed team members Adequate resource allocation Adequate project time allowance Tolerance for intangible benefitsHow will success be measured? Growth of follower/fan base Level of interaction with followers and group members Relevance of discussion as gauged by audience participation Contact points for customer service opportunities Successful implementation and use of monitoring tools Adherence to acceptable use policy while attaining objectives4 – Risk IdentificationWhat are some of the risks that may be encountered during the project? Indicate highlevel mitigation strategies. (Note: A risk is defined as anything that could potentially affectthe success of the project).The following are a few examples of some of the risks the project may experience during asocial media implementation. They may or may not be applicable depending on whichsocial media opportunities are driving your initiative (sales, marketing, and customerservice).Add and delete rows and examples as they fit to the organization.
4.1 Risk CategoriesRisk Category Probability Risk Mitigation StrategySecurity High Risk of employees Implement policies that downloading malware, indicate appropriate conduct viruses, etc. from social by employees. media services.Privacy High Risk of inappropriate Implement separate social exchange of information network accounts for between personal and business purposes. business contacts. Train employees to never use personal accounts to interact with business contacts and never use their business account to interact with personal contacts.Inappropriate High Employees representing Select your social media teamContent the organization on carefully and ensure they are social media channels fully trained on both official may post something company policy and social inappropriate to the media etiquette. nature of your business. Ensure consistent monitoring by business units.Time Wastage by Medium Use of social media for Process for accounting forEmployees business purposes is time spent focused on linked intrinsically to organization objectives must personal use and time be documented. spent may not be optimized to meet organization goals.
Risk Category Probability Risk Mitigation StrategyControl Over Medium Fully participating in Train every person chargedBrand Image social media means with interacting with relying on front-line customers and prospects via staff for dissemination social media regarding what of positive branding. constitutes acceptable brand presentation.Bandwidth Low An increase in Plan for any bandwidth bandwidth requirements requirements with IT to support social media network staff. efforts, particularly when using video social media such as YouTube.Competitors Low The ability for a In a public social network,Poaching Client competitor to view lists you cannot prevent this.Lists of clients that have Monitor your own brand as joined your well as monitor competitors. organization’s social If client secrecy must be media groups. maintained, then you should use a private social network, not a public network. (SocialText, Lithium, private SharePoint site, etc.]Increased Cost of Low Additional resources Augment existing customerServicing may be allocated to service responsibilities withCustomers social media without social media requests. seeing immediate ROI. If a dedicated resource is not available, dedicate a specific amount of time per employee to be spent addressing customer concerns via social media.
4.2 Other RisksOther Risks Probability Risk Mitigation StrategyProject Team High Competing resources Ensure personnel have clearAvailability when implementing a directives and are fully multi-department committed to the project project can jeopardize before it gets underway social media success.Stability of High Evolving medium could Clarify expectations withRequirements mean rapid change to content owners (sales, requirements and on- marketing, customer service) the-fly adaptation. and social media front-line staffLack of Relevance, Medium Response time is critical Ensure staff is equipped withAudience to achieving objectives, adequate monitoring toolsDisinterest particularly in customer and know how to use them. service. Develop process for issue escalation as required. Empower social media representatives to resolve customer issues with an adequate level of autonomy.Lost Opportunities Medium Primary sales objectives Test offers and integrationdue to Dead Ends cannot be met without a with online sales processes functioning process for before promoting. conversion. Offer incentives to social media staff relative to conversions.
5 – Project StakeholdersProject stakeholders are all of the people who have a vested interest in the project, yet arenot involved in the day-to-day operations of the project. Stakeholder Name Role Project Responsibilities Defining and evaluating strategy, communicating with other team members and Project Manager stakeholders, obtaining metrics and compiling weekly reports on project status, conducting meetings. Project approval, negotiating for resources, Executive Sponsor reviewing reports, attending quarterly meetings. Ensuring adequate IT resources are available for the duration of the project, providing IT Manager technology support, managing security, privacy, archival of content, attending quarterly meetings. Defining and promoting integrated sales tactics, monitoring social media activities for acceptable Sales Manager use, reviewing reports, attending monthly meetings. Defining and enforcing marketing strategy, Marketing monitoring social media activities for acceptable Manager use, reviewing reports, attending monthly meetings.
Defining and enforcing customer service Customer Service strategy, monitoring social media activities for Manager acceptable use, reviewing reports, attending monthly meetings. Posting social media content on official Social Media channels, triaging comments and escalating as Representative(s) required, maintaining a positive brand image at all times, attending monthly meetings.6 – Communication PlanProvide an outline of the high level communications plan. Specific dates are not required.Stakeholder Frequency Method PurposeProject Manager Weekly E-mail update Discuss project progress, issues, etc. Preliminary metrics and evaluations. Rating relative effectiveness.Project Manager, Monthly Meeting Provide complete projectStakeholders update. Get feedback from the team. Adjust strategy as necessary.Project Manager, Quarterly Meeting Outline wins and statisticsStakeholders, from the previous quarter.Executive Sponsor Review roadblocks and workarounds. Evaluate resource allocation. Plan for continued initiative.
7 – Decision RightsTo support the timeline of the social media project and respect executive time, the projectmanager has decided on the following decision rights procedure: 1. Any e-mail or voicemail sent to executive sponsor or project sponsor that requires a go or no-go decision will specify a decision date or time within reasonable limits. 2. A non-answer from the executive sponsor or project sponsor by the specified date or time will imply approval and the project may continue. 3. If the executive sponsor or project sponsor does not agree or requires further clarification, they must contact the project manager within the specified timeline.8 – Approval___________________________________ _______________________________ Project Approver Signature Date___________________________________ _______________________________ Project Sponsor Signature Date___________________________________ _______________________________ Project Manager Signature Date