5X6 Social Media Revenue Matrix

by Jay Deragon on 05/25/2011

This post is a summary of a 19 page white paper available here.

New market dynamics are  emerging as social technology and the use of it proliferates. Making sense of the dynamics and the strategic implications is everyone’s  goal. The goal is not an end rather a   never-ending pursuit to learn, share and improve.

Learning and sharing is how people and organization can gain clarity  of purpose on how to continuously improve. The real value in all things social is the sharing of knowledge with clarity for others to use. Imagine if an audience was focused on sharing of knowledge with clarity. What would be the outcomes? The answer: never-ending improvement and innovation.

Thinking About Social Media

Sometimes thinking about social media can be confusing, overwhelming and lacking clarity of purpose. To think clearly we need to understand the “system” and its related parts as well as the strategic elements required to optimize the “system of production”.

Life and business is a “System of Production”. Individually we receive information and produce more information for personal or professional goals.  Businesses and individual engage in a system of production that takes in, processes and puts out information. Some systems are more productive than others based on the quality of related processes that encompass the parts that make up a system as a whole. The intake, processing and passing of information represents communications. Social technology is a system of communications. Communications drive everything. Communications is our collective and personal economy.

Alignment of Strategic Elements

Social media  cannot be efficiently used unless a strategy is  aligned with  intent. Intent are strategic issues that must be thought out thoroughly because strategy drives tactics, initiatives and ultimately results.

The reality is that there are five strategic social media considerations for any organization. These include:

  1. Cultural Strategy: A very deep and wide subject but in essence what is or what do you want your culture to embody? Open and fluid communications? Control and command environments? Collaboration across functional areas? Teamwork or silo efforts? You can not improve that which you do not understand.
  2. Relationship Strategy: Relationships, internal and external, drive commerce, productivity and progress. Unless your environment enhances the relational efforts or people and their relevant knowledge you lose productivity, progress and ultimately commerce.
  3. Content strategy: Content represents communications. Our economy, your economy and the entire global economy is built from communications. Communications is the economy. The content of your communications, on-line and off, internal and external, needs to be designed and executed effectively or you end up hurting your economy.
  4. Distribution Strategy: Communications are distributed content in context with people’s interest, needs and intent. Unless the right communications get to the right people at the right time and the right place you lose opportunity, productivity and the return on efforts to communicate. Distribution plays to the thinking of the 5 A’s and 6 questions. That is if you think them through and test them constantly.
  5. Actions: Ultimately the previous four strategic elements lead to actions people initiate or respond to. Businesses equate actions to revenue but revenue comes from enabling people to make the right choices that lead to an action, revenue. Revenue is driven by finding the right information at the right time and the right place (distribution). If the information provided isn’t the right information then that is a content strategy issue. If the content isn’t getting to the right people (relationships) then it become useless. A organizations culture either inhibits or enhances the connectivity of relationships, content (communications) and enables distributions effectively so people can act..

A 5X6 Communications Matrix (The Tactics)

Communications start at the point of sharing information that’s relevant, valuable and of interest to the receiver.

The aim of any system is to help people by providing  the right information which earns their attention long enough to create an attraction. The earned attraction helps to form an affinity to the sender. If you repeat the process you begin to engage an audience of followers who respect and want the value you give.

Engaging people with quality information, whether internal or external, is the beginning of innately valuable actions.

Asking the Right Questions

Without considering how, where, when, who and what are your market’s interest, needs and desires, you cannot effectively give a reason why the market should pay consistent attention to you.

Answers to the 6 questions as relates to each  “A” will enable you to discover and learn how to execute an effective social media strategy.

While the 5 A’s and related 6 questions are tactical guidelines for effective thinking about social media they cannot be efficiently used unless your strategy is aligned with the right intent.

Get the entire white paper that covers more detailed information relevant to this post here

{ 14 comments }

Peter Zmijewski May 26, 2011 at 4:59 am

Social technology is a system of communications. Communications drive everything. Through this communications one can able to grow the business.

sarah April 10, 2011 at 11:21 am

There’s a new social media website in town called leakitout.com, evert post on that website end up on major search engines such as Google, Bing, Yahoo etc. increasing SEO, something facebook or twitter doesn’t do. It’s another avenue to find out or report what’s going on in real time. Everybody should sign up and check it out!

sarah April 10, 2011 at 11:20 am

There’s a new social media website in town called leakitout.com, evert post on that website end up on major search engines such as Google, Bing, Yahoo etc. increasing SEO, something facebook or twitter doesn’t do. It’s another avenue to find out or report what’s going on in real time. Everybody should sign up and check it out, that’s LeakItOut.com

Michael D. Kull, Ph.D. March 10, 2011 at 1:03 pm

How about instead of “measures” use “assessment” or “audit” – to help with the mnemonic.

I particularly like the use of the six interrogatories across the top. I’ve used it in my methodologies as well. Just one caveat: there are other interrogatories, such as “which” “whether” and so forth that can be used as well… in journalism there is some commentary that the 5W+H are fallacious and outdated. However, when looking at enterprise architecture and in this application these six work quite well in helping to organize our thinking. Never let the perfect become the enemy of the good or you end up in analysis paralysis!

Sam Wee June 7, 2010 at 11:02 am

5X6 Social Media Revenue Matrix http://bit.ly/9Oy2Sr via @4byoung "…unless a strategy is aligned with intent."

Dany DeGrave May 23, 2010 at 9:10 pm

5X6 Social Media Revenue Matrix | http://ow.ly/1LAdq

Lee Johnson ??? May 15, 2010 at 5:05 am

http://www.relationship-economy.com/?p=9969 – Interesting read: 5X6 Social Media Revenue Matrix

John Altes May 13, 2010 at 3:05 pm

5X6 Social Media Revenue Matrix- http://ow.ly/1KdnW

Alok GARG May 12, 2010 at 11:46 pm

5X6 Social Media Revenue Matrix – http://ping.fm/ILMLo

JonFerrara SocialCRM May 12, 2010 at 8:55 am

Social media cannot be efficiently used unless a strategy is aligned with intent – http://ht.ly/1JyyS #SocialMedia #sCRM

textpack May 12, 2010 at 5:52 am

5X6 social media revenue matrix http://bit.ly/9rsXMh

Mary maine2008 May 12, 2010 at 5:06 am

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Ervin Juresa May 12, 2010 at 4:39 am

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so_white May 12, 2010 at 4:18 am

http://tinyurl.com/2da57ay
5X6 Social Media Revenue Matrix |(RELATIONSHIP-ECONOMY.COM)

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