Social Media Resource Planning
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Transcript of Social Media Resource Planning
Justin KistnerSr. Manager of Social Media Marketing
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?
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
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
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
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
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
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
You should know it’s not media
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It’s communication
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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Comes with
Examples!
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Staffing
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
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?
• 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?
• 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
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
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
What return are they seeing?
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
Example Structure
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Example Structure
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Example Structure
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Networkers Indexers Bloggers Monitors Analysts
Example Structure
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Networkers Indexers Bloggers Monitors Analysts
Smaller programs either won’t need this layer orwill have fewer in it
Example Structure
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Networkers Indexers Bloggers Monitors Analysts
You may need more or less people dependinghow many channels you’re in.
Example Structure
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Networkers Indexers Bloggers Monitors Analysts
Supporting roles scale with channel staff
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Business Processes
Operational Models
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Operational Models
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Call Center Model
Dedicated staff exclusively focused on social communication
Operational Models
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Call Center Model
Pros Cons
• Focused staff• Can be outsourced• Highly scalable
• Relationship segregation• Requires additional staff
Operational Models
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Hub and Spoke Model
MonitoringTeam
Marketing Support
Sales Product
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
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
Types of Tools
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Types of Tools
• Aggregation• Filtering/Sorting• NLP• Analysis
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Types of Tools
• Collection• Processing• Visualization
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Types of Tools
• Contacts• Context
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Types of Tools
• Delegation• Supervision• Coordination
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Types of Tools
• Editing• Storage• Delivery
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Example Configuration
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Example Configuration
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Measurement &Decision Making
High-Level KPIs
High-Level KPIs
Mentions
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High-Level KPIs
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Mentions
Traffic
High-Level KPIs
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Mentions
Conversions
Traffic
High-Level KPIs
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Mentions
Conversions
Traffic
Leads
High-Level KPIs
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Mentions
Conversions
Opps
Traffic
Leads
High-Level KPIs
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Mentions
Conversions
Opps
Traffic
Leads
Sales
High-Level KPIs
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Mentions
Conversions
Opps
Traffic
Leads
Sales
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
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
Thank you!
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© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.
JUSTIN KISTNER
@justinkistnerhttp://blogs.webtrends.com/