resource planning for social media marketing - ebriks infotech
TRANSCRIPT
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Resource Planning Considerations for
Social Media
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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?
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Social Media Usage is Exploding
• 3 out of 4 Americans use social technology*
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* 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*
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* 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 4th
most popular online activity*
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* 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 4th
most popular online activity
• And, it’s growing at 3X the rate of the overall Internet*
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* 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
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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
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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
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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
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Specifically I’ll discuss
• Staffing
• Business Processes
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Specifically I’ll discuss
• Staffing
• Business Processes
• Technology
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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
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Staffing
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How are the top brands staffed?
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How are the top brands staffed?
• 11 channels
• 6 people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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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
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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
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How are the top brands staffed?
• 9+ channels
• 1,400+ people
Source: http://twitter.com/TWELPFORCE/status/3451116686
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What return are they seeing?
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What return are they seeing?
• Activity x Channels = Engagement
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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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
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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What return are they seeing?
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
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Example Structure
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Example Structure
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Example Structure
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Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
Networkers Indexers Bloggers Monitors Analysts
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Example Structure
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Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
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
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Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
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
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Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
Networkers Indexers Bloggers Monitors Analysts
Supporting roles scale with channel staff
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Business Processes
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Operational Models
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Operational Models
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Call Center Model
Dedicated staff exclusively focused on social communication
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Operational Models
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Call Center Model
Pros Cons
• Focused staff
• Can be outsourced
• Highly scalable
• Relationship segregation
• Requires additional staff
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Operational Models
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Hub and Spoke Model
Monitoring
Team
Marketing Support
Sales Product
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Operational Models
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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
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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
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Common Processes
• Publishing
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Common Processes
• Publishing
• Response
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Common Processes
• Publishing
• Response
• Outreach
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Common Processes
• Publishing
• Response
• Outreach
• Networking
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Common Processes
• Publishing
• Response
• Outreach
• Networking
• Monitoring
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Common Processes
• Publishing
• Response
• Outreach
• Networking
• Monitoring
• Governance
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Example Workflow
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Example Workflow
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Technology
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Types of Tools
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Types of Tools
Monitoring
• Aggregation
• Filtering/Sorting
• NLP
• Analysis
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Types of Tools
Measurement
• Collection
• Processing
• Visualization
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Types of Tools
Relationship Management
• Contacts
• Context
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Types of Tools
Workflow
• Delegation
• Supervision
• Coordination
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Types of Tools
Publishing
• Editing
• Storage
• Delivery
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Example Configuration
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Example Configuration
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Measurement &
Decision Making
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High-Level KPIs
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High-Level KPIs
Mentions
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High-Level KPIs
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Mentions
Traffic
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High-Level KPIs
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Mentions
Conversions
Traffic
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High-Level KPIs
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Mentions
Conversions
Traffic
Leads
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High-Level KPIs
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Mentions
Conversions
Opps
Traffic
Leads
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High-Level KPIs
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Mentions
Conversions
Opps
Traffic
Leads
Sales
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High-Level KPIs
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Mentions
Conversions
Opps
Traffic
Leads
Sales
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Channel Health Indicators
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Channel Health Indicators
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Channel Health Indicators
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• It goes much deeper
– Group behavior
– Social dynamics
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Property Health Indicators
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Property Health Indicators
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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
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Mentions ConversionsTraffic
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Thank you!
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