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!
PowerPoint Presentation: 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
PowerPoint Presentation: 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