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Resource Planning Considerations for Social Media

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?

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That is too much to cover in detail

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Why do we care? 4

Why do we care?

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Social Media Usage is Exploding

3 out of 4 Americans use social technology*

* Forrester, The Growth Of Social Technology Adoption, 2008

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Social Media Usage is Exploding

3 out of 4 Americans use social technology

2/3 of the global internet population visit social networks*

* Nielsen, Global Faces & Networked Places, 2009

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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*

* Nielsen, Global Faces & Networked Places, 2009

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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*

* Nielsen, Global Faces & Networked Places, 2009

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It’s changing your customers expectations

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93% OF SOCIAL MEDIA USERS

BELIEVE A COMPANY SHOULD HAVE

A PRESENCE IN SOCIAL MEDIA

CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

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85% BELIEVE THAT A COMPANY

SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS

CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

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You should know it’s not media

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It’s communication 13

It’s communication

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Every department uses communication

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But, I’m going to focus on marketing

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Specifically I’ll discuss

Staffing

Specifically I’ll discuss

Staffing

Business Processes

Specifically I’ll discuss

Staffing

Business Processes

Technology

Specifically I’ll discuss

Staffing

Business Processes

Technology

Measurement and Decision Making

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Specifically I’ll discuss

Staffing

Business Processes

Technology

Measurement and Decision Making

Specifically I’ll discuss • Staffing • Business Processes • Technology • Measurement and Decision Making 20

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Staffing 21

Staffing

How are the top brands staffed?

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How are the top brands staffed?

How are the top brands staffed? • 11 channels • 6 people Source:

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

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

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:

9+ channels 1,400+ people

Source: http://twitter.com/TWELPFORCE/status/3451116686

What return are they seeing?

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What return are they seeing?

Activity x Channels = Engagement

are they seeing? • Activity x Channels = Engagement Source:

Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

What return are they seeing?

1.

Mavens

High activity, many channels

2.

Butterflies

Low activity, many channels

3.

Selectives

High activity, few channels

4.

Wallflowers

Low activity, few channels

4. Wallflowers – Low activity, few channels Source:

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

Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Example Structure

Example Structure

Example Structure 32

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Example Structure

Leadership CMO/VP Director Program Director Managers Social Social Blogging Monitoring Measurement Networking
Leadership
CMO/VP
Director
Program
Director
Managers
Social
Social
Blogging
Monitoring
Measurement
Networking
Indexing
Doers
Networkers
Indexers
Bloggers
Monitors
Analysts

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Example Structure

Leadership CMO/VP Director Program Director Managers Social Social Blogging Monitoring Measurement Networking
Leadership
CMO/VP
Director
Program
Director
Managers
Social
Social
Blogging
Monitoring
Measurement
Networking
Indexing
Doers
Networkers
Indexers
Bloggers
Monitors
Analysts

Smaller programs either won’t need this layer or

will have fewer in it

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Example Structure

Leadership CMO/VP Director Program Director Managers Social Social Blogging Monitoring Measurement Networking
Leadership
CMO/VP
Director
Program
Director
Managers
Social
Social
Blogging
Monitoring
Measurement
Networking
Indexing
Doers
Networkers
Indexers
Bloggers
Monitors
Analysts

You may need more or less people depending

how many channels you’re in.

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Example Structure

Example Structure Leadership CMO/VP Director Program Director Managers Social Social Blogging Monitoring
Leadership CMO/VP Director Program Director Managers Social Social Blogging Monitoring Measurement Networking
Leadership
CMO/VP
Director
Program
Director
Managers
Social
Social
Blogging
Monitoring
Measurement
Networking
Indexing
Doers
Networkers
Indexers
Bloggers
Monitors
Analysts

Supporting roles scale with channel staff

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Business Processes 37

Business Processes

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Operational Models

Operational Models

Call Center Model

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

Dedicated staff exclusively focused on social communication

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Operational Models

Call Center Model

Pros

Focused staff

Can be outsourced

Highly scalable

Cons

Relationship segregation

Requires additional staff

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Operational Models

Hub and Spoke Model

Monitoring Team
Monitoring
Team

Marketing

Support

Sales

Product

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Operational Models

Hub and Spoke Model

Pros

Uses existing staff

Improves the relationship customers, partners, media,

and others with core staff

Staff is “plugged in”

Cons

Can be a distraction from

key priorities

Response times can be slow

May not be able to support volume for large brands

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Operational Models

It’s not necessarily about hiring new people, it’s

reconsidering what they’re doing.

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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.

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Common Processes

Common Processes

Publishing

Common Processes

Publishing

Response

Common Processes

Publishing

Response

Outreach

Common Processes

Publishing

Response

Outreach

Networking

Common Processes

Publishing

Response

Outreach

Networking

Monitoring

Common Processes

Publishing

Response

Outreach

Networking

Monitoring

Governance

Example Workflow

Example Workflow

Example Workflow 53

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Technology 56

Technology

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Types of Tools

Types of Tools

Types of Tools Monitoring • Aggregation • Filtering/Sorting • NLP • Analysis 58

Monitoring

Aggregation

Filtering/Sorting

NLP

Analysis

58

Types of Tools

Types of Tools Measurement • Collection • Processing • Visualization 59

Measurement

Collection

Processing

Visualization

Types of Tools

Types of Tools Relationship Management • Contacts • Context 60

Relationship

Management

Contacts

Context

Types of Tools

Types of Tools Workflow • Delegation • Supervision • Coordination 61

Workflow

Delegation

Supervision

Coordination

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Types of Tools

Types of Tools Publishing • Editing • Storage • Delivery 62

Publishing

Editing

Storage

Delivery

Example Configuration

Example Configuration

Example Configuration 64

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Measurement & Decision Making 65

Measurement & Decision Making

65

High-Level KPIs

High-Level KPIs

High-Level KPIs 67 Mentions

67

Mentions

High-Level KPIs

High-Level KPIs 68 Mentions Traffic

68

Mentions

Traffic

High-Level KPIs

High-Level KPIs 69 Mentions Traffic Conversions

69

Mentions

Traffic

Conversions

High-Level KPIs

High-Level KPIs 70 Mentions Traffic Conversions Leads

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Mentions

Traffic

Conversions

Leads

High-Level KPIs

High-Level KPIs 71 Mentions Traffic Conversions Leads Opps

71

Mentions

Traffic

Conversions

Leads

Opps

High-Level KPIs

High-Level KPIs 72 Mentions Traffic Conversions Leads Opps Sales

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Mentions

Traffic

Conversions

Leads

Opps

Sales

High-Level KPIs

High-Level KPIs 73 Mentions Traffic Conversions Leads Opps Sales

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Mentions Traffic Conversions Leads Opps
Mentions
Traffic
Conversions
Leads
Opps

Sales

Channel Health Indicators

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Channel Health Indicators

Channel Health Indicators 75

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Channel Health Indicators

It goes much deeper

Group behavior

Social dynamics

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Property Health Indicators

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Property Health Indicators

Property Health Indicators 78

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Example Decision Making

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Example Decision Making

Measure which messages on which channels deliver value

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Example Decision Making

Measure which messages on which channels deliver value

Requires an integration between social media monitoring and analytics to close the loop

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Example Decision Making

Example Decision Making Mentions Traffic 82 Conversions

Mentions

Traffic

82

Conversions

Thank you!

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