Resource Planning for Social Media Marketing - EBriks Infotech

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Resource Planning for Social Media Marketing - EBriks Infotech

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PowerPoint Presentation:

Resource Planning Considerations for Social Media

I said I would talk about:

I said I would talk about How many people should you hire and what roles should they have? What business processes do you need to manage the program? What are the KPIs you need to look at and how do you troubleshoot when they are off from goal? What technologies do you need and what does it take to get them in place? What specific metrics should you use to validate social media projects and determine future investment? 2

That is too much to cover in detail:

That is too much to cover in detail 3

PowerPoint Presentation:

4 Why do we care?

Social Media Usage is Exploding:

Social Media Usage is Exploding 3 out of 4 Americans use social technology* 5 * Forrester, The Growth Of Social Technology Adoption, 2008

Social Media Usage is Exploding:

Social Media Usage is Exploding 3 out of 4 Americans use social technology 2/3 of the global internet population visit social networks* 6 * Nielsen, Global Faces & Networked Places, 2009

Social Media Usage is Exploding:

Social Media Usage is Exploding 3 out of 4 Americans use social technology 2/3 of the global internet population visit social networks Visiting social sites is ahead of personal email as the 4 th most popular online activity* 7 * Nielsen, Global Faces & Networked Places, 2009

Social Media Usage is Exploding:

Social Media Usage is Exploding 3 out of 4 Americans use social technology 2/3 of the global internet population visit social networks Visiting social sites is ahead of personal email as the 4 th most popular online activity And, it’s growing at 3X the rate of the overall Internet* 8 * Nielsen, Global Faces & Networked Places, 2009

It’s changing your customers expectations:

It’s changing your customers expectations 9

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA:

93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA 10 Cone, Business in Social Media Study, September 2008

85% believe that a company should go further and also interact with its customers:

85% believe that a company should go further and also interact with its customers 11 Cone, Business in Social Media Study, September 2008

You should know it’s not media:

You should know it’s not media 12

It’s communication:

13 It’s communication

Every department uses communication:

Every department uses communication 14

But, I’m going to focus on marketing:

But, I’m going to focus on marketing 15

Specifically I’ll discuss:

Specifically I’ll discuss Staffing 16

Specifically I’ll discuss:

Specifically I’ll discuss Staffing Business Processes 17

Specifically I’ll discuss:

Specifically I’ll discuss Staffing Business Processes Technology 18

Specifically I’ll discuss:

Specifically I’ll discuss Staffing Business Processes Technology Measurement and Decision Making 19

Specifically I’ll discuss:

Specifically I’ll discuss Staffing Business Processes Technology Measurement and Decision Making 20 Comes with Examples!

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21 Staffing

How are the top brands staffed?:

How are the top brands staffed? 22

How are the top brands staffed?:

How are the top brands staffed? 11 channels 6 people Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

How are the top brands staffed?:

How are the top brands staffed? 11 channels 35 Twitter accounts 22+ people Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf and http://www.dell.com/twitter

How are the top brands staffed?:

How are the top brands staffed? 10 channels 6 yr. old community with 1.7 MM users 35 people Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

How are the top brands staffed?:

How are the top brands staffed? 9+ channels 1,400+ people Source: http://twitter.com/TWELPFORCE/status/3451116686

What return are they seeing?:

What return are they seeing? 27

What return are they seeing?:

What return are they seeing? Activity x Channels = Engagement Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

What return are they seeing?:

What return are they seeing? Mavens High activity, many channels Butterflies Low activity, many channels Selectives High activity, few channels Wallflowers Low activity, few channels Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

What return are they seeing?:

What return are they seeing? Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Example Structure:

Example Structure 31

Example Structure:

Example Structure 32

Example Structure:

Example Structure 33 Networkers Indexers Bloggers Monitors Analysts

Example Structure:

Example Structure 34 Networkers Indexers Bloggers Monitors Analysts Smaller programs either won’t need this layer or will have fewer in it

Example Structure:

Example Structure 35 Networkers Indexers Bloggers Monitors Analysts You may need more or less people depending how many channels you’re in.

Example Structure:

Example Structure 36 Networkers Indexers Bloggers Monitors Analysts Supporting roles scale with channel staff

PowerPoint Presentation:

37 Business Processes

Operational Models:

Operational Models 38

Operational Models:

Operational Models 39 Call Center Model Dedicated staff exclusively focused on social communication

Operational Models:

Operational Models 40 Call Center Model Pros Cons Focused staff Can be outsourced Highly scalable Relationship segregation Requires additional staff

Operational Models:

Operational Models 41 Hub and Spoke Model Monitoring Team Marketing Support Sales Product

Operational Models:

Operational Models 42 Hub and Spoke Model Pros Cons Uses existing staff Improves the relationship customers, partners, media, and others with core staff Staff is “plugged in” Can be a distraction from key priorities Response times can be slow May not be able to support volume for large brands

Operational Models:

Operational Models It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. 43

Operational Models:

Operational Models It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. It’s not about eliminating conversation, it’s about generating more activity. Remember, it’s the Mavens that see financial performance gains. 44

Common Processes:

Common Processes 45

Common Processes:

Common Processes Publishing 46

Common Processes:

Common Processes Publishing Response 47

Common Processes:

Common Processes Publishing Response Outreach 48

Common Processes:

Common Processes Publishing Response Outreach Networking 49

Common Processes:

Common Processes Publishing Response Outreach Networking Monitoring 50

Common Processes:

Common Processes Publishing Response Outreach Networking Monitoring Governance 51

Example Workflow:

Example Workflow 52

Example Workflow:

Example Workflow 53

PowerPoint Presentation:

56 Technology

Types of Tools :

Types of Tools 57

Types of Tools :

Types of Tools Aggregation Filtering/Sorting NLP Analysis 58

Types of Tools :

Types of Tools Collection Processing Visualization 59

Types of Tools :

Types of Tools Contacts Context 60

Types of Tools:

Types of Tools Delegation Supervision Coordination 61

Types of Tools:

Types of Tools Editing Storage Delivery 62

Example Configuration:

Example Configuration 63

Example Configuration:

Example Configuration 64

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65 Measurement & Decision Making

High-Level KPIs:

High-Level KPIs

High-Level KPIs:

High-Level KPIs Mentions 67

High-Level KPIs:

High-Level KPIs 68 Mentions Traffic

High-Level KPIs:

High-Level KPIs 69 Mentions Conversions Traffic

High-Level KPIs:

High-Level KPIs 70 Mentions Conversions Traffic Leads

High-Level KPIs:

High-Level KPIs 71 Mentions Conversions Opps Traffic Leads

High-Level KPIs:

High-Level KPIs 72 Mentions Conversions Opps Traffic Leads Sales

High-Level KPIs:

High-Level KPIs 73 Mentions Conversions Opps Traffic Leads Sales

Channel Health Indicators:

Channel Health Indicators 74

Channel Health Indicators:

Channel Health Indicators 75

Channel Health Indicators:

Channel Health Indicators 76 It goes much deeper Group behavior Social dynamics

Property Health Indicators:

Property Health Indicators 77

Property Health Indicators:

Property Health Indicators 78

Example Decision Making:

Example Decision Making 79

Example Decision Making:

Example Decision Making Measure which messages on which channels deliver value 80

Example Decision Making:

Example Decision Making Measure which messages on which channels deliver value Requires an integration between social media monitoring and analytics to close the loop 81

Example Decision Making:

Example Decision Making 82 Mentions Conversions Traffic

Thank you!:

Thank you! 83

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