Social Media Business Case

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					Social Media Business Case

The purpose of this tool is to help you design a Business Case for an investment in a Social
Media program. A Business Case is a formal management communication document to
justify and plan a project or investment by providing an opportunity overview, key success
factors, assumptions & decision-making criterion, business impact analysis, sensitivity
analysis, risks, contingency plans, and action-oriented recommendations.

How to Use this Template

Complete the following sections with your project team and/or stakeholders. Cut & paste
this information into a document that reflects your corporate image, and deliver your
Business Case to senior executives to sponsor the project.
Title Page

              [Insert Company Name or Logo]

             Business Case – (insert project title)

                   [Insert Completion Date]

             Completed By: [Insert Project Manager Name]
             Completed For: [Insert Project Sponsor Name]
Table of Contents

1. Executive Summary                                               5
    1.1 What Problem does this Social Media Business Case Solve?

2. Opportunity Overview & Key Success Factors                      5
    2.1 Opportunity Overview
    2.2 Project Purpose
    2.3 Project Scope
    2.4 Project Schedule
    2.5 Key Success Factors

3. Assumptions & Decision-Making Criterion                         8
    3.1 Assumptions
    3.2 Use-case Scenarios & Options
    3.3 Recommended Decision-Making Criterion
    3.4 Information Sources & Research Methodology

4. Business Impact Analysis                                        9
    4.1 Cost/Benefit Analysis
    4.2 Qualitative/Intangible Business Benefits
    4.3 Required Resources for Implementation

5. Risks & Contingency Plans                                       11
    5.1 Key Risks to Mitigate
    5.2 Contingency Plans

6. Recommendation                                                  12
    6.1 Action Plan
1. Executive Summary

1.1    What Problem does this Social Media Business Case Solve?
Provide a brief description of the problems that this Social Media business case was
designed to solve. For example:

      Budget Constraints
      Decrease in Traffic or Search Engine Ranking
      Content/Research Collaboration Issues
      Limited End-User Reach
      Declining Customer Satisfaction Scores
      Poor Product/Service Feedback & Participation
      Networking Visibility
      Marketing Program Integration & Measurement

2. Opportunity Overview & Key Success Factors

2.1 Opportunity Overview & Project Purpose
In this section, put a positive spin on the solution you are recommendations. You need to
obtain buy-in from your project sponsor, and projects that clearly fit organizational goals
are more likely to be supported.

Document your vision of the impact your solution will have on the organization. Write
from each key stakeholder perspective. For example:

      Senior management: Cost effective solution, transparency
      Sales: More information on potential prospects, shorter sales cycle
      Marketing: Tighter marketing program integration
      Customer Service: Better visibility, quicker response times
      IT: Minimal support required
2.2 Project Scope
Additionally, document what is in scope for this project and explicitly state what is not in
scope. If you are planning on a phased approach, provide a summary of what each phase
will look like from your perspective. Consider how many departments/stakeholders will be
involved; then, document them. For example:

A Social Media program typically involves using highly accessible and scalable publishing
techniques across multiple online channels. Our project will be implemented in phases,
with staff training included in each phase.

      Phase 1 – Internal/External Audit: Review competitors, our existing efforts,
       industry/market trends, customer habits, etc.
      Phase 2 – Planning & Scheduling: Carefully plan the Social Media program, select
       channels, create a posting schedule, select contributors, dates, times, topics, etc.
      Phase 3 – Implementation: Kick off the Social Media program, set up selected
       channels, start using & posting to selected channels, etc
      Phase 4 – Integrated Marketing: Use Social Media with existing channels, run
       promotions, use email marketing, contests, etc.
      Phase 5 – Reporting & Maintenance: Reports will be created, based on
       management needs to monitor sales, customer satisfaction, website traffic, etc.
       Executive dashboard KPIs may include: Social Network Reach, Blog Postings, Referral
       Traffic, New Twitter Followers, etc. Ongoing Maintenance will include: New Postings,
       Social Media Application Updates, User Interface, etc.

2.3 Project Schedule

Following is a sample project schedule that you can customize further:
Project Milestones                                       Deadline

RFP Delivered to Consultants                             February 1, 2012

RFP Question Period Ends                                 March 1, 2012

RFP Close Date                                           April 1, 2012

Conduct Consultant Evaluations                           April 15, 2012

Award Contract to Consultant                             April 30, 2012

Phase 1                                                  June 1, 2012

Phase 2                                                  July 1, 2012

Phase 3                                                  August 1, 2012

Phase 4                                                  August 1, 2012

Phase 5                                                  July 1, 2012

2.4 Key Success Factors

Key Success Factors are the most important items that need to work for you to ensure
project success. Examples include: adequate budget & resources, skill sets, time to do the
project amongst other priorities, project sponsorship.
Key Success Factors                         Justification
                                            Budget is required for consultation and training to
                                            ensure success of the project and staff take-up
1. Budget

                                            Management buy-in is required to ensure program
2. Sale
Description: Use this template to help you build a Business Case for an investment in a Social Media program.
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