kinship digital social media consultancy company overview
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KINSHIP digital Company Overview
Company Overview
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KINSHIP digital is a social consultancy that specialises in understanding, developing and protec:ng its clients’ reputa:on, brands, businesses and people in Social Media.
CORE VALUES REMAIN THE SAME
1. Commitment: We care deeply about our employees, our customers, our partners and our community. Our word is our commitment and we will always act with integrity and transparency.
2. Creative Passion: Dedication and devotion are at the heart of every great idea and we value creativity, not just productivity.
3. Relentless: An unparalleled focus on the success of our customers; always working to co create value. The customer experience is at the centre of everything we do.
4. Inspiration: Our greatest asset is our exceptional talent with a bias for action. The ability to see solutions no one else sees, to dream of innovations no else conceives, and to create a future no one else can.
Kinship places its mission as "building successful social enterprises" for its clients and pledges to use these values to guide that mission.
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Our Values
Our Playground"
OPERA
TIONAL
EXCE
LLEN
CE
INTERNAL (employees)
EXTERNAL (customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION
COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT
PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY
SOCIAL BRA
ND
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The Stakeholder Ecosystem Value Creation Model
Take control. Succeed. Lead. It’s time to ask more of your Social Media.
• Is your Social strategy actively increasing the value of your business? • Is it measureable? Predictable? Responsive? • Do you know exactly what’s working, and what isn’t? • Do you have a clear view of who’s talking about your business, and what’s
being said? • Do you have an accurate, comprehensive and up-to-the-minute view of what
your competitors are up to?
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Our Game"Platform, Process, People, Infrastructure
Introduction KINSHIP digital is a social consultancy specialising in understanding, developing and protecting its clients’ reputation, brands, businesses and people in Social Media. We help our clients to: • Develop a set of proven rules and frameworks for Social success • Reap measurable, predictable results and significant ROI from their Social activity • Stay connected to their customers in a way that is both time and budget -efficient • Gain up-to-the-minute customer insights for increased sales, improved service, faster
product development and more effective marketing • Listen, understand and act on Social conversations on a large scale • Harness the power of Social to understand their customers, competitors, and their
market • Transform their existing operational systems and infrastructure into a differentiated
customer experience
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EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
CUSTOMER SERVICE ü Rapid Social
Support Response ü Seamless Customer
Experience ü Peer-to-Peer
Crowd-sourced Support
DIGITAL PR & COMMS ü Online Reputation
Management ü Crisis
Management ü Proactive PR/
Comms
SOCIAL SALES ü Sales Insights ü Competitive
Intelligence ü Lead Response
Centre
SOCIAL MARKETING ü Social Marketing
Insights ü Rapid Social
Marketing Response
ü Social Campaign Tracking
ü Social Event Management
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Services
Social Marketing Are you finding it difficult to gather proper, solid marketing intelligence? Are you still viewing Social as a ‘soft’ marketing channel?
How about campaign tracking? Do you know exactly what ROI your Social efforts are delivering?
We will: • Gather useful, relevant, real-time market intelligence • Track returns on online marketing spend • Interact, generate interest and engagement with potential customers • Execute, monitor and track your digital campaigns • Manage your Social events • Identify influential customers - Find the core group of customers who you
really need to be talking to: allowing you to do more for less • Get real time market insights for marketing campaigns • Generate – and maintain - buzz around upcoming events
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Social Sales Kinship’s sales-via-social services delivers in-depth market insights, real-time competitor intelligence and water-tight leads. We will: • Gain valuable insights into your potential customers
• Accumulate important intelligence about your competition
• Bring in leads that are ready to buy
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81% of consumers using social media say it's important for businesses to respond to ques9ons and complaints and within
a reasonable amount of 9me.
• Most social customers don’t think of themselves as social customers • Their behavior is dynamic • Conversations sprout everywhere – Twitter, Instagram, Pinterest,
Facebook • Social Customers are influential regardless of how many friends, fans
and followers they have
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Social Customer Service The web is widely used as a forum for people to discuss, interact with and comment on products and brands. Customer service is about listening and responding to customers in a timely and appropriate manner. Online customer service inquiries can often be seen by hundreds of thousands of people, which means that an ill-considered response (or none at all) will have a huge impact – both positive and negative – on your brand. We will: • Look after your customers via cost-effective, ‘real’ and appropriate channels • Showcase your best-in-class service to potential customers. • Improve customer satisfaction • Increase referrals • Reduce costs (on many levels) • Boost brand perception
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Digital Communications and PR There used to be a clear distinction between marketing and public relations. The line is now blurred by the impact of the web – leading to a 24/7 news cycle that is immediate and viral – and sometimes hard to keep up with. It’s all too easy for a small spark to turn into a full-blown forest fire. We will: • Track your brand sentiment 24/7, meaning no surprises • Understand – in real time – what is being said about your brand, people,
executives and products or services and be able to respond appropriately • Identify real-time threats and opportunities • Identify which channels are the most appropriate for action • Benefit from measurable, replicable and customised frameworks to manage
your public relations and online brand reputation • Successfully identify the appropriate channels and influencers for Social PR
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Our Methods…"
EVALUATERESEARCH SOCIAL
LANDSCAPE
ESTABLISHA STRATEGY & TEAM
EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LISTEN • Identify listening and CRM software • Establish a social media listening center
• Determine internal & external topics
PLAN • Create plan for employee and partner training • Process and collaboration design
• Crisis coms and customers support escalation tree
ENGAGE • Launch programs, events and campaigns • Manage internal collaboration and communication projects
• Expand teams and channels globally
• Define strategy (goals, actions, KPIs)
• Identify the right teams, stakeholders and emp
• Establish roles & responsibilities • Achieve buy-in from senior leadership
• Establish Social Architecture & a measurement framework
• Conversation and sentiment analysis
• Surveys, polls and stakeholder interviews
• Data mining from social channels • Intelligence gathering Market
& Competitor)
• Social Architecture Review
• Identify Business Use Cases and Benchmarking
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Engagement Process
EVALUATERESEARCH SOCIAL
LANDSCAPE
ESTABLISHA STRATEGY & TEAM
EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
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Engagement Models and Frameworks
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LISTEN
PLAN
ENGAGE
A Command Center is a physical space where Governments and Companies coordinate to listen and engage their
ci:zens or market in social channels to achieve business use cases in marke:ng engagement, customer care, risk management [crisis management / ORM], or opera:onal efficiency of coordina:on and contact center deflec:on.
Jeremiah Owyang Al:miter Group @jowyang
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24x7 Social Command Center
Kinship Digital Partnerships
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Kinship Digital Clients
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Appendix"Additional information
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EVALUATERESEARCH SOCIAL
LANDSCAPE!
Four Quadrant Assessment Model A model to efficiently assess a market or customer base from a social point of view. The first strategic step in a social media COE is to create an assessment, learning where (on what platforms) a respective ecosystem is engaged. iGo2 four quadrant assessment methodology includes the following groups:
- Customer mapping and field assessment- Brand analysis- Partner and alliance analysis- Competition analysis
The evidence based assessment identifies where people are in the social web, sentiment analysis, key interests and reflections. Only once a team is clear about what’s on top of the customer’s mind, it is able to adequately respond.
The NCP Model The NCP model is a foundation methodology to social media engagement: Network – Contribution – Participation
- Network provides the reach- Contribution is the active engagement and content contribution over such networks- Participation is the positive or negative reflection of the contribution and the actual conversation.
Conversation is the currency in social media. Once the NCP model is implemented in a company’s market engagement strategy, it provides a self adjusting mechanism to all social initiatives.
Evaluate the Social Landscape
Establish Social Strategy ESTABLISH A STRATEGY & TEAM!
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Strategy Hexagon The KINSHIP digital Strategy Framework for Center of Excellence. Unlike the traditional top down corporate strategies, the social strategy framework KINSHIP digital leverages integrates key constituencies of a market into the strategy development. The strategy is based on six (hexagon) core elements:
- Goal & Mission- Benefits- Actions- Presence - Resources- Reporting
The strategy is based on a evidence based research assessment (see Four Quadrant Assessment Model) and geared towards a cross functional social market engagement.
Establish Social Team ESTABLISH A STRATEGY & TEAM!
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Cross Functional Engagement Framework Social Media is primarily a state of mind – not a campaignThe cross functional social media engagement framework provides the basis for a company wide social business engagement. It helps structure the social media leverage within a company so that the teams in sales, marketing, service & support, product management, HR, procurement and all other market facing departments are able to work in a concerted manner in the interest of the brand to the benefit of the customer. The SMS Team model is based on the establishment of a Social Media Centre of excellence.
Decentralized Centralized Hub and Spoke Multiple Holistic
*Organization structure models from Altimeter Group
Examples of Organizational Structures
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EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE!
Social Presence Model Social Media Planning Model Advocacy Model Social media ROI calcula9on method
The Social Presence Model aids brands and their teams to create a sustainable and trusYul presence in the social web. Listening ensures business teams are where their customers are.
The Social Media Planning model we developed is a way to build social media ini:a:ves that bridge the oxymoron between crea:ng highly crea:ve and unique ini:a:ves while remaining to be structured in a way that even a global team can use and adopt it, manage it and ensure its alignment with a strategy.
Crea:ng posi:ve sen:ments and an increasing level of conversa:ons as well as recommenda:ons, is the ul:mate KPI (Key Performance Indicator) for a social business engagement. Effec:vely covering paid, owned and earned ini:a:ves.
The KINSHIP digital ROI model is a true financial ROI. The ROI model takes incremental revenue from social engagement based interac:on rela:ve to the cost of those interac:ons.
Execute
Listen Plan Engage
Community Management Marketing
Customer Service Communications
Events Campaigns Advocacy
Crisis
SOCIAL BRAND (External)
SOCIAL BUSINESS(Internal)
RESULTS
Training Process
Collaboration Organization Models
Research & Development Policies & Guidelines Knowledge Sharing
Culture
Programs
Infrastructure
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Understanding The Social Brand VersusSocial Business
Social Maturity Journey
1. From reporting to curating and embedding
2. From analysis and synthesis to structuring and mining
3. From data gathering to engaging and tracking
4. From identifying data to mapping people and conversation
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WHY!SOCIAL SERVICES!
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