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Social Media Program
Planning & R.O.I.
olivier alain blanchard
@thebrandbuilder
Social Media Integration Conference
Atlant...
Training
Social Media Program Integration
for C-Suite executives,
Managers and organizations.
Consulting
- Brand Mgmt.
- O...
First Rule: The tools are the tools. The tools are not the thing.
Second Rule: Your business, not Social Media, is in charge.
Ways in which Social Media can help a business:
Sales
Net New Customers, Increased Frequency of Transactions, promo exposu...
“The community closes the sale.”
- Porter Gale (@virginamerica)
Virgin America invests in the good will of customers, simp...
Your customers = a vibrant community.
What Social Media really is:
People talking with people.
(Which is nothing new, really.)
People connecting with each other.
People creating communities…
on their own terms.
People sharing their passions.
People sharing their complaints.
By the way...
There are 2 forces at work in Social Media:
Vertical Engagement
And
Lateral Engagement
This is important.
Vertical Engagement= Brand + Customer.
Great Experiences & Brand Loyalty.
Lateral Engagement = customer + customer
Validation and Scale.
People share things they love.
Twitter, YouTube and Facebook
Are word-of-mouth on steroids.
Social Media (Ecosystem & Platforms)
Social Communications (What happens there)
Medium
Communications
Socialmedia
Socialcommunications
Blah!
Blah!
Blah!
Socialmedia (the channels)
Socialcommunications
Blah!
Blah!
Blah!
Blah?
Blah?
Blah?
(Enablement)
The customer lifecycle funnel
Acquisition Development Retention
You are here You also need to build here
Create something ...
The four core disciplines of Social Media Mgmt.
Module 1: Strategy & Development
Having “a presence” in Social Media
Is worthless unless you do something with it.
What many organizations forgot to ask
before getting into the Social space:
“What are we trying to accomplish?”
Define the...
Tactics don’t dictate the objective.
You know…
What this team really needs
Is more Social Media!
And more followers too!
NO
Objectives dictate tactics.
I need 3 more touchdowns
before half-time.
What can I do to get there?
YES
What you do with your Social Media presence
needs to be driven by purpose.
What are your objectives? Clarify them first.
Your organization doesn’t plug into Social Media.
Social Media plugs into your organization.
Customer Support
Market Research
Online Reputation Management
Community Management
Consumer Insights
Recruiting
Business D...
Ways in which Social Media can help a business:
Sales
Net New Customers, Increased Frequency of Transactions, promo exposu...
Awareness
Do enough people know about us? Do enough people think about us?
Context
Do people think of us in the right way?...
Social media is there to drive,
amplify and reinforce all of these things:
Awareness
Context
Value
Relevance
Interactions
...
What needles are you trying to move?
?
Where do you want to start?
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
Increased yield (...
Build your program based on these objectives
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
...
Set targets. Be specific. Be clear.
Monitoring...?
Engaging…?
Build your program based on these objectives
Sales
Net New Customers, Increased Frequency of Transactions, promo exposure
...
Set targets for each program
Sales
Net New Customers: How many? What time frame? How? How does SM fit in?
Customer Support...
Goals are not targets
Increase net new customers
Increase sales revenue
Increase net unique website visitors
Increase the ...
Set targets. Be specific. Be clear.
+500 net new transacting customers this Q
+13% sales revenue YoY
+8000 net new website...
How will you measure this?
+500 net new transacting customers this Q
+13% sales revenue YoY
+8000 net new website visitors...
What departments in your company
are tasked with meeting those objectives?
Marketing?
PR?
Customer Service?
Biz Dev?
(Who ...
Marketing
PR
Customer Service
Biz Dev
How can Social Media support and enhance key
business functions?
Are they capable of integrating this?
If not, what will it take?
Planning for Social Media Integration
Marketing Customer
Service
Public
Relations
HR IT
Advertising
Reputation
Mgmt.
Busin...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community
Manager
Blogger
Guy
The current state of Social Media Integ...
Social Media
Manager
PR
Marketing
Customer
Service Technical
Support
Business
Development
HR
C-suite
Phase 1: “Test” Adopt...
Social
Communications
Manager
PR
Marketing
Customer
Service Technical
Support
Business
Development
HR
C-suite
Phase 2: Mar...
Social
Communications
Director
PR
Marketing
Customer
Service Technical
Support
Business
Development
HR
C-suite
Phase 3: Op...
VP
Social
Communications
PR
Marketing
Customer
Service Technical
Support
Business
Development
HR
C-suite
Phase 4: Operatio...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community
Manager
Blogger
Guy
The next step in Social Media Integrati...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community
Manager
Blogger
Guy
The current state of Social Media Integ...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community
Manager
Blogger
Guy
The next step in Social Media Integrati...
Okay, so how
do we make
this happen?
Thinking. Planning. Deploying.
Three-Step Process
Step 1: Strategy & development
Identifying goals
Identifying key departments
Developing strategies and ...
Three-Step Process
Step 1: Strategy & development
Step 2: Operational Deployment
Identifying goals
Identifying key departm...
Three-Step Process
Step 1: Strategy & development
Step 2: Operational Deployment
Step 3: Management & Execution
Identifyin...
Managing a fully deployed program
VP Social Communications
Developed the Social Communications Infrastructure
Oversees SM ...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community Mgr.
Blogger guy
It makes absolutely no sense to expect tha...
The four categories of roles in Social Media
Different Focus + Different perspectives
Managing a fully deployed program
VP Social Communications
Developed the Social Communications Infrastructure
Oversees SM ...
A word about “Value.”
The lesson here is this:
This isn’t about establishing a Social Media
presence and then figuring out...
A word about “Value.”
Value = Usefulness = Purpose = Value
How are you useful to your customers?
clients?
boss?
organizati...
A word about “Value.”
Example: A garbage company wants to use Social Media
How can they use Social technologies to be more...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community
Manager
Blogger
Guy
Who owns all of these objectives?
This ...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community
Manager
Blogger
Guy
Who owns all of these objectives?
These...
Module 2: Integration & Deployment
Step 1: Map company’s capabilities
Identify key assets within the organization
Bloggers, socially savvy execs, techies, le...
Step 2: Create a task force.
Senior Management
Department heads
Legal Counsel
Human Resources
Power users of Social Media
...
Step 3: Decide on a Social Media Architecture
The Two Social Media Build Scenarios
1. Your company is fairly new to Social Media, and you have to start
from scratch .
N...
Brand
Communications
Hub
A. Centralized Management Model
Command Structure
Highly organized
Command-Execution
Highly conne...
Corporate
B. Decentralized Management Model
Brand or silo
Brand or silo
Brand or silo
Autonomous structure
Open-source mod...
BRAND
Centralized Ground-Up Model
?
?
?
?
?
?
?
Advantages: You can custom-engineer your Social Media infrastructure.
You ...
Decentralized pirate-ship model
Beware the pirate ships…
… but use them to your advantage.
BRAND
?
?
?
?
?
?
Decentralized pirate-ship model
?
?
?
?
Disadvantages: Incorporating pirate cultures will be difficult.
...
How to clean up a pirate ship model:
1. Respect the pirates. They know how to execute.
2. Invite the pirates to the table....
Step 4: Create Social Media Policies
1. The company’s position on Social Media
2. Official Social Media usage for company
...
A. Clear internal written policies for what is and is not permitted
- Require disclaimer that when mentioning the company,...
Legal Considerations
Disclosure: The Rulebook
FEDERAL TRADE COMMISSION
16 CFR Part 255
Guides Concerning the Use of Endors...
Legal Considerations
Disclosure
“[A]n endorsement means any advertising message (including verbal
statements, demonstratio...
Legal Considerations
Disclosure
When communicating with blogs or bloggers on behalf of their company or on
topics related ...
Legal Considerations
Disclosure
For personal blogs or social media interactions:
1. If employees write anything related to...
Legal Considerations
Disclosure
3. Writing which does not mention work-related topics does not need to
mention the employm...
Legal Considerations
Disclosure
Transparency when providing bloggers with any form of compensation such as
rewards, incent...
Legal Considerations
Disclosure
Source: Social Media Business Council
When using external agencies or personnel to communi...
Give people clarity and set expectations.
Confidentiality
For clarity: Establish confidentiality codes for internal commun...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community
Manager
Blogger
Guy
Step 5: Division of labor: Who does wha...
Step 5: Division of Labor – Who does what?
Visualizing A Structure
Coordinating with
External agencies
Internal Communicat...
Beware the pirate ships…
… but use them to your advantage.
Planning for outsourced management…
Integration Process
AgencyI...
Step 6: IT enablement
IT owns technology deployment and process enablement.
- Tools
- Servers
- Cloud
- Connections
- Proc...
This can’t happen without an infrastructure
VP Social Communications
Developed the Social Communications Infrastructure
Ov...
I.T. and enablement
Internal collaboration tools
Sharepoint
Yammer
Jive Networks
Calendars
Email
IM
Groups
Wikis
Radian6
T...
This is not what you want.
Aim for synergy.
Step 7: Training your staff.
Once Social Media policies and
guidelines are established,
don’t just put them in the
employe...
2 Tracks:
1. Awareness & Sensitivity training
All employees
2. Internal Certification Programs
Community management
Cus...
Training in new disciplines is
an open source model: Test.
Test. Test.
The test kitchen model: Experiment.
It’s okay. We’re new at this.
Adequate training helps avoid messy situations.
Failure is an option. Just keep it small.
People screw up. This is the real-time web.
Plan for small failures.
Make failur...
It seemed like a good idea at the time…
And then Monday morning arrived.
VP Sales
CFO
One mistake and you could be a trending topic.
Step 8: Creating Order with schedules
Just like editorial calendars:
Schedule Activity, reporting, meetings, permanence
Step 9: Account Continuity Planning
Sooner or later,
every job comes to an end.
People leave. Plan for it.
Step 9: Account Continuity Planning
Consider what happens to personal Twitter accounts when employees leave.
1. Does your ...
Step 9: Account Continuity Planning
Clear Association
Especially important for service roles.
Less so for executive roles.
Step 9: Account Continuity Planning
When someone moves out of a role…
Transition Procedures
1. Update the avatar/profile i...
Step 9: Account Continuity Planning
Weekly/Monthly data transfers. All accounts must share fans and
Followers with central...
Step 10: Hiring for Social Media
A breadth of backgrounds is good. Look for variety and flexibility.
Resumes only tell par...
Marketing PR
Customer
Service
Business
DevelopmentHR
Community Mgr.
Blogger guy
It makes absolutely no sense to expect tha...
Hire for different roles in Social Media
Strategically-
Minded
CEO-type
Entrepreneurial
Sees all the angles
Operational
Ap...
Lunch Break
Social Media Program
Planning & R.O.I.
olivier alain blanchard
@thebrandbuilder
Social Media Integration Conference
Atlant...
Module 3: Program Management
Departments and functions
Customer Support
Online Reputation Management
Community Management
Channel Development
Digital P...
The Triumvirate of Digital Brand Management
P.R.
Customer Support
Community
Management
The
Sweet
Spot
The Triumvirate of Digital Brand Management
P.R.
Customer
Support
Community
Management
1. Mutually Supportive.
3. Escalati...
Call Center Forums Twitter
1st layer
2nd layer
(Back End)
P.R.
Customer
Support
Community
Management
Customer Support 2.0
...
Network Equity: Monitoring & Response
Community
Management
Customer
Support
P.R.
Positive
Comment
Positive
Comment
Positiv...
Managing a fully deployed program
VP Social Communications
Developed the Social Communications Infrastructure
Oversees SM ...
Integrated crisis response model
VP Social Communications
Oversees Response
Provides leadership + Support if needed
Debrie...
4. Channel Development
Channel Development in 30 seconds:
1. Identifying the channels you should be in.
- Activity? No activity?
- Positive senti...
Social Media Program
Planning & R.O.I.
olivier alain blanchard
@thebrandbuilder
Social Media Integration Conference
Atlant...
Module 4: Measurement
Fact: Achieving spectacular results requires planning.
Funnels are good. Follow the ball.
Your company doesn’t need 1,000,000 followers.
Your company doesn’t need 1,000,000 followers.
Your company needs 10 – 1,000,000 new customers.
Conversions are gold.
SOCIAL MEDIA IS NOT FREE.
1. It takes skilled people.
2. It takes technology.
3. It takes time and effort.
… all of which are limited resources.
We have… rocks.
These resources
=
100%
of your budget
Head Count
Advertising
E-Marketing
Inbound Call Center
Sales Dept.
Public Relations
...
Which buckets do we empty
to fill this new one?
Understand that a new
Social Media program’s
funding doesn’t appear
out of...
Okay fine. But if
I’m going to take a chance
on this social media thing,
it had better make good business
sense! Why shoul...
Reason #1:
It will result in a cost reduction.
Maybe in customer service?
You mentioned something about
business intellige...
Business Justification
SAY HELLO TO:
R.O.I.
. . .
RETURN ON INVESTMENT
THE R.O.I. EQUATION
Investment Expectation of return
ROI =
COST OF INVESTMENT
(GAIN FROM INVESTMENT - COST OF INVESTMENT)
THE R.O.I. EQUATION
Truth about R.O.I.
ROI is a business metric,
not a media metric.
ROI is 100% media-agnostic.
Only measuring digital or soc...
The idea with the most promise wins.
To prove it, you need a plan AND sound metrics.
Improvement + Cost Reduction Idea: Customer Service
Improvement + Cost Reduction Idea: Customer Service
- One CSR can handle several customers at once.
- Customers don’t have...
Other cost-reduction ideas:
Business Intelligence / Market Research
Increased Reach through SM = Lower CPI (cost per impre...
Now, to generate more revenue…
Objectives should be specific.
F.R.Y.FREQUENCY, REACH, YIELD
Increase how often customers buy from us each month
Increase ...
What if you aren’t “for profit?”
You still depend on some kind of revenue to function:
Grants, funding, donations, members...
Zero value, unless hype is your currency.
We’re doing Social
Media! Woohoo!!!
The Problem.
I’m a Social Media guru.
Love isn’t about ROI, baby.
Forget your greedy ways.
ROI is NOT:
Return on Inspiration
Return on Involvement
Return on Innovation
Return on Immersion
Return on Imagination
Ret...
R.O.I. Confusion - A tale of operational silos
Engagement R.O.I.
Different Focus + Different perspective
Reason #1:
COST REDUCTION
Reason #2:
REVENUE GENERATION
Remember what Mr. Bossman said…
Okay, hotshot,
You have your Social Media doohickey.
Now I’d better see some real results!
Or else…
I shrank my PR budget ...
Woohoo!
I have a job!!!
Dudes, we are
ON THIS!!!
Let’s start engagin’!!!
I call dibs on the
Corporate blog.
One Month Later…
ACCOUNTING
Cool.
Oh my! Look at all the new
visitors to our website!
and all of our FaceBook friends!
Hot Damn, we even have
comments on th...
This rocks!
I never had it so
good!!!
Three Months Later…
ACCOUNTING
Cool.
Monitoring to base…
Monitoring to base…
Our Google Analytics are through
the roof! Even our social mentions
are wicked goo...
Measuring media
really rocks my
world.
Six Months Later…
ACCOUNTING
Anything?
Nope.
Nada.
What kind of mood is
The old man in today?
Not good.
He doesn’t care how many visitors
the website gets, or how many
eyeba...
But why?
Our website is getting
mad hits, Jack!
And we have 3,000 followers
on Twitter now!
I’m sorry, son.
If your Social...
Darn it.
This media measurement
stuff isn’t working.
We need to start
tying this stuff to actual
Business performance.
Whe...
Non-financial impact = potential.
ROI = actualized potential.
Social Media Activity - Vertical/Lateral
Ultimately, Social Media activity has to positively i...
Step 1: Establish a baseline
8% YoY Growth
Step 2: Create Activity Timelines
Step 3: Monitor impact on conversations
What are people talking about and where?
Map topics, keywords, trends, links, etc.
Step 4: Measure transactional precursors
Measuring transactional precursors
If you can, also look at # of transactions
Also measure net new customers
NNC is a measure of effective reach,
not just media reach.
Transaction data should be specific
F.R.Y.FREQUENCY, REACH, YIELD
How often customers transact. (transactions per month)
H...
Step 5: Finally, look at Sales Revenue
Step 6: Overlay your data onto a timeline
activities
transactions
social data
web data
loyalty metrics
etc.
We overlaid all of our timelines
and noticed that since our social media
activities began, our website visits are up,
our ...
Step 7: Look for patterns
Before After
Impact
Impact
Impact
No Impact
Uncertain Impact
Step 8: Prove & disprove relationships
Before After
How was this group
Touched by SM or WOM?
(And how was it not?)
Look for patterns
Before After
Impact
Impact
Impact
No Impact
Uncertain Impact
Prove & disprove relationships
Before After
How was this group
Touched by SM?
How long
will all this
analysis take? It’s all a process
of elimination, really.
Isolating patterns,
quantifying deltas,
p...
Oh wow.
This R.O.I. thing
wasn’t at all about
measuring media,
impressions and
eyeballs!
First things first: Prove that Social Media works
ACCOUNTING
All things
remaining the
same…
We may have
proof of
concept.
...
So it turns out that our
Social Media program is impacting
every aspect of our business except
traffic in our brick and mo...
Dudes, we are
ON THIS!!!
Let’s start engagin’!!!
I’ll start crafting some
wicked blog posts.
More store traffic.
Roger tha...
Drinks for
Everybody!
And please, no more of this.
I’m a Social Media guru.
Behold my army of followers.
My personal brand is golden.
Only measu...
What a Social Media win looks like:
What a Social Media win looks like:
Facebook.com/oldspice
94,000 followers
Velocity: 8K to 66K in only 2 days
16,000,000 v...
But will it “sell soap?”
Sales of body wash up 107% in the first month.
(It’s a good start, but will it be enough to justify the campaign’s expense...
“Increasing revenue” is too abstract.
F.R.Y.FREQUENCY, REACH, YIELD
How often customers transact. (transactions per month)...
Strategy drives tactics - Tactics drive metrics
FREQUENCY
REACH
YIELD
How can we leverage Social Media to influence custom...
I just figured out
how to increase
deodorant sales
by about 9%!
FREQUENCY
YIELD I know how to
increase yield!!!
Let them eat cake!
Awareness
Run through it logically.
AwarenessCampaign*
Retweet
Join club
Share
Etc.
Altered
Purchasing
Behavior
Track appr...
Measurement should not be a religion.
Adapt: Measure what makes sense.
Ask away.
Olivier Blanchard
864.630.7398
www.thebrandbuildermarketing.com
@thebrandbuilder (on Twitter)
But wait… there’s more!
Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?
A leads to B leads to C leads to D...
Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?Start here.
Define Metric/value.
What is my t...
Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?
Now move here.
My $ target is $x.
Where do I...
Measuring success: Defining metrics early
? ? ?
? ?
Non-financial objective
?
Now move here.
My targets are X, Y and Z.
My...
Plan first. Map out the route.
Identify relevant metrics every step of the way.
Measure here…
Not here.
Now start from the beginning. 1. Baseline. 2. Timeline…
You planned from outcome to catalyst.
Now measure from catalyst to...
Q: What is the 2012 objective?
(Not 5,000,000 fans on Twitter)
A: Re-election.
Main non-financial objective(s)
Get re-elected in 2012
Q: What is my most important resource?
A: Campaign funding. (It enables everything.*)
* Understand your business and
its mechanics. If you don’t, you
are flying ...
Main non-financial objective(s)
My $ target is $x.
Where do I measure changes in $x?
What behaviors leads to this?
Q: How does Social Media fit in?
A: Above all else, it yields campaign contributions.
A: How it yields campaign contributions.
1. Directly through vertical engagement
2. Indirectly, through lateral engagement...
Main non-financial objective(s)
Let’s plug-in F.R.Y., just for fun.
Can we increase the frequency of contributions?
Note: Most Obama For America online supporters gave little, but
they gave often. Frequency was a key factor in the O4A str...
Can we increase the frequency of contributions?
YES.
Increase frequency of interactions
Ask more often
Update swag more of...
Main non-financial objective(s)
To specifically drive
Can we increase our reach?
Second largest search engine in the world, only to Google
Twitter now has over 100 MILLIONregistered users.
55,000,000twee...
Can we increase our reach?
YES.
Be everywhere.
Seed and grow our channels
Help our supporters share content
Ask our fans t...
Main non-financial objective(s)
To specifically drive
Can we increase our Yield?
Can we increase our Yield?
YEP!
Foster depth of engagement
Develop and build loyalty
Increase involvement of fans
Understa...
Main non-financial objective(s)
To specifically drive
Because the objectives dictate the tactics...
… the objectives also dictate the metrics.
The metrics are the vital signs of your program.
Every measurement you take has its place and
tells its part of the story.
4
2
5
3
Start here…
Ignore here.1
Connect the dots.
R.O.I. is a crucial link in the measurement chain.
Ask away.
Olivier Blanchard
864.630.7398
www.thebrandbuildermarketing.com
@thebrandbuilder (on Twitter)
http://smROI.net
Thank you!
www.redchairgroup.com
@redchairgroup on:
Also, look join our community on:
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
Olivier Blanchard Presentation from SMIATL 2010
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Olivier Blanchard Presentation from SMIATL 2010

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Olivier Blanchard's presentation from the Advanced Social Media Bootcamp at the Social Media Integration Conference in Atlanta, GA on October 22, 2010.

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Transcript of "Olivier Blanchard Presentation from SMIATL 2010"

  1. 1. Social Media Program Planning & R.O.I. olivier alain blanchard @thebrandbuilder Social Media Integration Conference Atlanta, GA 22 October 2010 #SMIATL
  2. 2. Training Social Media Program Integration for C-Suite executives, Managers and organizations. Consulting - Brand Mgmt. - Online Reputation Mgmt. - Social Web & New Media … and the blog. What do I do? Advisory Board Shenanigans
  3. 3. First Rule: The tools are the tools. The tools are not the thing.
  4. 4. Second Rule: Your business, not Social Media, is in charge.
  5. 5. Ways in which Social Media can help a business: Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence
  6. 6. “The community closes the sale.” - Porter Gale (@virginamerica) Virgin America invests in the good will of customers, simply by publicly acknowledging and supporting them in the same channels where they’re communicating.
  7. 7. Your customers = a vibrant community.
  8. 8. What Social Media really is: People talking with people.
  9. 9. (Which is nothing new, really.)
  10. 10. People connecting with each other.
  11. 11. People creating communities… on their own terms.
  12. 12. People sharing their passions.
  13. 13. People sharing their complaints.
  14. 14. By the way... There are 2 forces at work in Social Media: Vertical Engagement And Lateral Engagement This is important.
  15. 15. Vertical Engagement= Brand + Customer. Great Experiences & Brand Loyalty.
  16. 16. Lateral Engagement = customer + customer Validation and Scale.
  17. 17. People share things they love. Twitter, YouTube and Facebook Are word-of-mouth on steroids.
  18. 18. Social Media (Ecosystem & Platforms) Social Communications (What happens there)
  19. 19. Medium Communications
  20. 20. Socialmedia Socialcommunications Blah! Blah! Blah!
  21. 21. Socialmedia (the channels) Socialcommunications Blah! Blah! Blah! Blah? Blah? Blah? (Enablement)
  22. 22. The customer lifecycle funnel Acquisition Development Retention You are here You also need to build here Create something worthwhile  Let the community share it
  23. 23. The four core disciplines of Social Media Mgmt.
  24. 24. Module 1: Strategy & Development
  25. 25. Having “a presence” in Social Media Is worthless unless you do something with it.
  26. 26. What many organizations forgot to ask before getting into the Social space: “What are we trying to accomplish?” Define the objective FIRST. THEN come up with the tactics.
  27. 27. Tactics don’t dictate the objective. You know… What this team really needs Is more Social Media! And more followers too! NO
  28. 28. Objectives dictate tactics. I need 3 more touchdowns before half-time. What can I do to get there? YES
  29. 29. What you do with your Social Media presence needs to be driven by purpose. What are your objectives? Clarify them first.
  30. 30. Your organization doesn’t plug into Social Media. Social Media plugs into your organization.
  31. 31. Customer Support Market Research Online Reputation Management Community Management Consumer Insights Recruiting Business Development Sales P.R. Business Measurement Marketing Education Thought Leadership Search/SEO Mobility How Social Media plugs into business functions Customer Acquisition
  32. 32. Ways in which Social Media can help a business: Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)
  33. 33. Awareness Do enough people know about us? Do enough people think about us? Context Do people think of us in the right way? Value Do people understand our value? What we offer? Relevance Do people appreciate our value to them? Catalysts Do people have a reason to think about us? To engage with us? To buy into us? Brand Management: Momentum Drivers
  34. 34. Social media is there to drive, amplify and reinforce all of these things: Awareness Context Value Relevance Interactions Transactions Leveraging Social Communications
  35. 35. What needles are you trying to move? ?
  36. 36. Where do you want to start? Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)
  37. 37. Build your program based on these objectives Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)
  38. 38. Set targets. Be specific. Be clear. Monitoring...? Engaging…?
  39. 39. Build your program based on these objectives Sales Net New Customers, Increased Frequency of Transactions, promo exposure Increased yield (average $ value per transaction), and product penetration Customer Support Immediate feedback and response, positive impact in public forum, cost reduction Human Resources More effective recruiting, online monitoring of employee behavior (risk management) Public Relations Online Reputation Management, improved brand image via Social Web Customer Loyalty Increased interactions, better quality of interactions, deeper relationship with brand, Increased trust in brand, increased mindshare of brand, greater values alignment Business Intelligence Know Everything. (No, really.)
  40. 40. Set targets for each program Sales Net New Customers: How many? What time frame? How? How does SM fit in? Customer Support cost reduction: What is the cost reduction target? How can we do it? Public Relations Online Reputation Management: Define parameters. How will we gauge success? Improved brand image via Social Web: Set targets. How will we measure this? Customer Loyalty Increased mindshare: Set targets and method. How will we measure success? Business Intelligence Know Everything: Enhance BI practice. What do we want to know? Can SM help us gather data and insights? How will we do this? What tools do we need? Etc.
  41. 41. Goals are not targets Increase net new customers Increase sales revenue Increase net unique website visitors Increase the number of followers Increase market share Increase positive sentiment Increase positive recommendations/WOM Increase mindshare Attract better talent Amplify marketing efforts Increase customer participation Improve reputation with investors
  42. 42. Set targets. Be specific. Be clear. +500 net new transacting customers this Q +13% sales revenue YoY +8000 net new website visitors this M 200 Net new followers this W +3% more market share YoY 100% increase in pos.sentiment
  43. 43. How will you measure this? +500 net new transacting customers this Q +13% sales revenue YoY +8000 net new website visitors this M 200 Net new followers this W +3% more market share YoY 100% increase in pos.sentiment
  44. 44. What departments in your company are tasked with meeting those objectives? Marketing? PR? Customer Service? Biz Dev? (Who owns these functions now?)
  45. 45. Marketing PR Customer Service Biz Dev How can Social Media support and enhance key business functions?
  46. 46. Are they capable of integrating this?
  47. 47. If not, what will it take?
  48. 48. Planning for Social Media Integration Marketing Customer Service Public Relations HR IT Advertising Reputation Mgmt. Business Dvlpmt. Legal Customer Support Collaboration Business Functions Business Processes Measurement Data Analysis Internal Communications Research How does Social Media fit into and across my organization?
  49. 49. Marketing PR Customer Service Business DevelopmentHR Community Manager Blogger Guy The current state of Social Media Integration: Buzzwords over Objectives: “Engagement?” “Conversations?”
  50. 50. Social Media Manager PR Marketing Customer Service Technical Support Business Development HR C-suite Phase 1: “Test” Adoption
  51. 51. Social Communications Manager PR Marketing Customer Service Technical Support Business Development HR C-suite Phase 2: Marketing Adoption
  52. 52. Social Communications Director PR Marketing Customer Service Technical Support Business Development HR C-suite Phase 3: Operational Adoption
  53. 53. VP Social Communications PR Marketing Customer Service Technical Support Business Development HR C-suite Phase 4: Operational Integration
  54. 54. Marketing PR Customer Service Business DevelopmentHR Community Manager Blogger Guy The next step in Social Media Integration: Objectives over buzzwords Online Reputation Management Real-Time Customer Support Digital Crisis Management Market ResearchFRY Digital Brand Management Innovation Collaboration
  55. 55. Marketing PR Customer Service Business DevelopmentHR Community Manager Blogger Guy The current state of Social Media Integration: Buzzwords over Objectives: “Engagement?” “Conversations?”
  56. 56. Marketing PR Customer Service Business DevelopmentHR Community Manager Blogger Guy The next step in Social Media Integration: Objectives over buzzwords Online Reputation Management Real-Time Customer Support Digital Crisis Management Market ResearchFRY Digital Brand Management Innovation Collaboration
  57. 57. Okay, so how do we make this happen? Thinking. Planning. Deploying.
  58. 58. Three-Step Process Step 1: Strategy & development Identifying goals Identifying key departments Developing strategies and tactics Setting targets and budgets Clarifying intent Providing direction
  59. 59. Three-Step Process Step 1: Strategy & development Step 2: Operational Deployment Identifying goals Identifying key departments Developing strategies and tactics Setting targets and budgets Clarifying intent Providing direction Getting departments up to speed Training staff Enabling technology and tools Creating the internal infrastructure Working with Legal, IT, HR, etc. Creating guidelines Developing the organization Continuous improvement
  60. 60. Three-Step Process Step 1: Strategy & development Step 2: Operational Deployment Step 3: Management & Execution Identifying goals Identifying key departments Developing strategies and tactics Setting targets and budgets Clarifying intent Providing direction Getting departments up to speed Training staff Enabling technology and tools Creating the internal infrastructure Working with Legal, IT, HR, etc. Creating guidelines Developing the organization Continuous improvement Community management Online reputation management Monitoring Measurement Digital customer support Internal collaboration Etc.
  61. 61. Managing a fully deployed program VP Social Communications Developed the Social Communications Infrastructure Oversees SM activity Coordinates SM activity Provides leadership + Support Customer Support PR + Reputation Mgmt Marketing Measurement Community Management Monitoring Support Triage Data Analysis Reporting Monitoring Responding to crises Content, events & Promotion Monitoring Responding to inquiries Content Triage Research Content Development Promotions Internal Collaboration Hub / Channel
  62. 62. Marketing PR Customer Service Business DevelopmentHR Community Mgr. Blogger guy It makes absolutely no sense to expect that one Social Media role can properly serve all of an organization’s Business functions. Social Media Strategy?
  63. 63. The four categories of roles in Social Media Different Focus + Different perspectives
  64. 64. Managing a fully deployed program VP Social Communications Developed the Social Communications Infrastructure Oversees SM activity Coordinates SM activity Provides leadership + Support Customer Support PR + Reputation Mgmt Marketing Measurement Community Management Monitoring Support Triage Data Analysis Reporting Monitoring Responding to crises Content, events & Promotion Monitoring Responding to inquiries Content Triage Research Content Development Promotions Internal Collaboration Hub / Channel Often the biggest challenge
  65. 65. A word about “Value.” The lesson here is this: This isn’t about establishing a Social Media presence and then figuring out how to use it. Think of how the Social Web, its technologies and networks can help you become more useful.  Competitive Edge
  66. 66. A word about “Value.” Value = Usefulness = Purpose = Value How are you useful to your customers? clients? boss? organization? peers? industry? category? How can you create “usefulness?”
  67. 67. A word about “Value.” Example: A garbage company wants to use Social Media How can they use Social technologies to be more useful and competitive? Mobile App Pay Your bill Post pickup schedules Follow/track the trucks Locate Recycling Stations Recycling + Composting Tips Communicate service changes Manage your account Share app with friends How would you use these?
  68. 68. Marketing PR Customer Service Business DevelopmentHR Community Manager Blogger Guy Who owns all of these objectives? This guy? (No)
  69. 69. Marketing PR Customer Service Business DevelopmentHR Community Manager Blogger Guy Who owns all of these objectives? These guys? (Yes)
  70. 70. Module 2: Integration & Deployment
  71. 71. Step 1: Map company’s capabilities Identify key assets within the organization Bloggers, socially savvy execs, techies, leaders, etc. Catalog all Social Media related activity Is the company already working in the social space? Who? How? Where? Assess strengths Strong communications team, swift IT department, horizontal culture… Assess weaknesses Poor internal communications, no PR department, mobile what?
  72. 72. Step 2: Create a task force. Senior Management Department heads Legal Counsel Human Resources Power users of Social Media I.T. Customer Service P.R. Marketing.
  73. 73. Step 3: Decide on a Social Media Architecture
  74. 74. The Two Social Media Build Scenarios 1. Your company is fairly new to Social Media, and you have to start from scratch . Next on the agenda: Establishing business objectives, identifying opportunities, establishing listening posts, identifying assets within the company who can manage early social media-related tasks, and bringing all departments to the table to discuss synergies. 2. Your company already has clusters of activity in the Social Media space. These are mostly decentralized, autonomous, and disconnected. (Pirate ships.) Next on the agenda: Harness, incorporate, organize. Caution: Do not interfere. Pirates don’t bend to hierarchy without merit. Give them their space.
  75. 75. Brand Communications Hub A. Centralized Management Model Command Structure Highly organized Command-Execution Highly connective
  76. 76. Corporate B. Decentralized Management Model Brand or silo Brand or silo Brand or silo Autonomous structure Open-source model
  77. 77. BRAND Centralized Ground-Up Model ? ? ? ? ? ? ? Advantages: You can custom-engineer your Social Media infrastructure. You have complete control over your outposts. Disadvantages: You have to start from scratch. Staff needs to be trained.
  78. 78. Decentralized pirate-ship model
  79. 79. Beware the pirate ships… … but use them to your advantage.
  80. 80. BRAND ? ? ? ? ? ? Decentralized pirate-ship model ? ? ? ? Disadvantages: Incorporating pirate cultures will be difficult. Advantages: Programs are already gaining traction. You can build on your pirates’ expertise.
  81. 81. How to clean up a pirate ship model: 1. Respect the pirates. They know how to execute. 2. Invite the pirates to the table. Recognize their wins. 3. Ask the pirates to report on what they see and hear. 4. Ask the pirates to report on their wins and losses. 5. Ask the pirates how you can help them win more. 6. Fund the pirates and send them on missions. 7. Ask the pirates to help you build up your fleet. 8. Ask the pirates to play a leadership role. 9. Ask the pirates to write the playbook for you. 10. Turn the pirates into privateers.
  82. 82. Step 4: Create Social Media Policies 1. The company’s position on Social Media 2. Official Social Media usage for company 3. Personal Social Media usage for company 4. Confidentiality guidelines 5. Disclosure guidelines 6. Restricted Speech guidelines 7. Anti-defamation guidelines 8. Conduct guidlines 9. Personal and professional responsibility guidelines 10. A list of resources 11. A note from Human Resources 12. Training modules and schedules What your Social Media Policies should include:
  83. 83. A. Clear internal written policies for what is and is not permitted - Require disclaimer that when mentioning the company, that is personal, not company opinion. - No use of company or customer information, logo, trademarks, etc. without written permission. - No talking about company plans, policies, financial information, other than what has already been made public. - Hold employees personally responsible for all social media conversations. Violation of policy will be grounds for termination. B. Clear “Rules of the Road” for blogging and Social Media behavior. (How to stay out of trouble.) C. Training D. Monitoring is at the discretion of the company. E. Enforcement must be consistent and fair. Some notes on internal Social Media Guidelines
  84. 84. Legal Considerations Disclosure: The Rulebook FEDERAL TRADE COMMISSION 16 CFR Part 255 Guides Concerning the Use of Endorsements and Testimonials in Advertising The company must inform employees, agencies, and advocates they have a formal relationship with of their disclosure policies and take action quickly to correct problems where possible. Clearly disclose company involvement on all blogs produced by the company and agencies. Source: Social Media Business Council The nugget: “Clients” are now responsible for 3rd party contractors infractions when it comes to disclosure and the content of communications.
  85. 85. Legal Considerations Disclosure “[A]n endorsement means any advertising message (including verbal statements, demonstrations, or depictions of the name, signature, likeness or other identifying personal characteristics of an individual or the name or seal of an organization) that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser, even if the views expressed by that party are identical to those of the sponsoring advertiser.” 16 CFR Part 255
  86. 86. Legal Considerations Disclosure When communicating with blogs or bloggers on behalf of their company or on topics related to the business of the company, company agents must: 1. Disclose who they are, who they work for, and any other relevant affiliations from the very first encounter. 2. Disclose any business/client relationship if they are communicating on behalf of a third party. 3. Comply with all laws and regulations regarding disclosure of identity. Pseudonyms: (Option 1) Never use a false or obscured identity or pseudonym. (Option 2) If aliases or role accounts are used for employee privacy, security, or other business reasons, these identities will clearly indicate the organization agents represent and provide means for two-way communications with that alias. Source: Social Media Business Council
  87. 87. Legal Considerations Disclosure For personal blogs or social media interactions: 1. If employees write anything related to the business of their employer on personal pages, posts, and comments, they will clearly identify their business affiliation. The manner of disclosure can be flexible as long as it is clear to the average reader, directly connected to the relevant post, or provides a means of communicating further (Example disclosure methods could include: usernames that include the company name, link to bio or about me page, or statement in the post itself: “I work for __<company>___ and this is my personal opinion”). 2. Employees will clarify which posts/comments are their own opinions vs. official corporate statements. Source: Social Media Business Council
  88. 88. Legal Considerations Disclosure 3. Writing which does not mention work-related topics does not need to mention the employment relationship. 4. If employees blog anonymously they should not discuss matters related to the business of their employer. If employer-related topics are mentioned, they should disclose their affiliation with the company. Source: Social Media Business Council
  89. 89. Legal Considerations Disclosure Transparency when providing bloggers with any form of compensation such as rewards, incentives, promotional items, gifts, samples, or review items: 1. Set formal policies on using incentives with bloggers for staff and agencies. 2. Communicating these policies clearly to bloggers in advance, and asking that they do the same in any post that may result. 3. Proactively ask bloggers to be transparent about their relationship and communications with your company. 4. Encourage bloggers to disclose the source of any compensation directly in any post they write about you. 5. Paid posts or reviews must be clearly disclosed in the specific post as advertisements. Note: Sending bloggers products for review does not obligate them to comment on them at all, and they are free to write a positive, negative, or neutral comments. Be prepared. Source: Social Media Business Council
  90. 90. Legal Considerations Disclosure Source: Social Media Business Council When using external agencies or personnel to communicate on your behalf: 1. Require the agency to disclose its relationship with your company when it conducts blogger relations. 2. Require the agency to be truthful and never knowingly deceive bloggers. 3. Publicly acknowledge when the agency and/or related parties act contrary to these policies, and quickly take corrective action where possible. 4. Require agencies and agency personnel to meet or exceed your internal disclosure requirements. 5. Require agencies to enforce these requirements on their subcontractors. Note: Always discuss and secure formal agreement on these practices before entering into a business relationship with an agency involved in social media.
  91. 91. Give people clarity and set expectations. Confidentiality For clarity: Establish confidentiality codes for internal communications and email. Recipient Only – Confidential Working Group – Group Confidential Company – Company Confidential Open – Free to share
  92. 92. Marketing PR Customer Service Business DevelopmentHR Community Manager Blogger Guy Step 5: Division of labor: Who does what? Monitoring Pushing promotions Creating content Answering questions Responding to crises Connecting with influentials Blogger relations Managing the accounts #chats Collaboration team lead Reporting #events
  93. 93. Step 5: Division of Labor – Who does what? Visualizing A Structure Coordinating with External agencies Internal Communications External Communications Reporting to C-suite
  94. 94. Beware the pirate ships… … but use them to your advantage. Planning for outsourced management… Integration Process AgencyInternal Marketing Dept. Can deliver Can’t deliver Integration Into Organization Merging 1 2 3 Consider an adaptive process rather than a “rigid” strategic model.
  95. 95. Step 6: IT enablement IT owns technology deployment and process enablement. - Tools - Servers - Cloud - Connections - Processes They make this happen:
  96. 96. This can’t happen without an infrastructure VP Social Communications Developed the Social Communications Infrastructure Oversees SM activity Coordinates SM activity Provides leadership + Support Customer Support PR + Reputation Mgmt Marketing Measurement Community Management Monitoring Support Triage Data Analysis Reporting Monitoring Responding to crises Content, events & Promotion Monitoring Responding to inquiries Content Triage Research Content Development Promotions Internal Collaboration Hub / Channel Often the biggest challenge
  97. 97. I.T. and enablement Internal collaboration tools Sharepoint Yammer Jive Networks Calendars Email IM Groups Wikis Radian6 Telephone Microsoft Project Post-it notes Bulleting boards Shouting
  98. 98. This is not what you want.
  99. 99. Aim for synergy.
  100. 100. Step 7: Training your staff. Once Social Media policies and guidelines are established, don’t just put them in the employee handbook and the intranet and forget about them. Train your staff. Basic Social Media Guidelines - Official Use - Personal use Specific Functional Training
  101. 101. 2 Tracks: 1. Awareness & Sensitivity training All employees 2. Internal Certification Programs Community management Customer Service Business Development P.R. Marketing Digital Engagement Etc. Step 8: Training your staff
  102. 102. Training in new disciplines is an open source model: Test. Test. Test. The test kitchen model: Experiment.
  103. 103. It’s okay. We’re new at this.
  104. 104. Adequate training helps avoid messy situations.
  105. 105. Failure is an option. Just keep it small. People screw up. This is the real-time web. Plan for small failures. Make failure a learning exercise. Train. Supervise. Mentor. Repeat.
  106. 106. It seemed like a good idea at the time…
  107. 107. And then Monday morning arrived. VP Sales CFO
  108. 108. One mistake and you could be a trending topic.
  109. 109. Step 8: Creating Order with schedules Just like editorial calendars: Schedule Activity, reporting, meetings, permanence
  110. 110. Step 9: Account Continuity Planning Sooner or later, every job comes to an end. People leave. Plan for it.
  111. 111. Step 9: Account Continuity Planning Consider what happens to personal Twitter accounts when employees leave. 1. Does your company lose access to the followers of that account? 2. Do your customers suddenly lose their twitter connection to you? 3. Does the next person (the replacement) have to completely rebuild network equity? The absence of continuity planning can create serious headaches for organizations and invalidate months, even years of hard work. A: Either own the official accounts (see next slide), or… B: Include a clause in the account manager’s employment/Social Media contract that specifically addresses network/follower ownership and overlap with personal accounts used for official company use. (Hand over a list of followers monthly – Add to corporate account.)
  112. 112. Step 9: Account Continuity Planning Clear Association Especially important for service roles. Less so for executive roles.
  113. 113. Step 9: Account Continuity Planning When someone moves out of a role… Transition Procedures 1. Update the avatar/profile image. 2. Update the profile information. 3. Notify the community of the change. 4. Focus on new account manager, not the former account manager. 5. Make the transition painless for the customers. Olivier Blanchard Community Mgr. Likes Nutella. Lisa Small Community Mgr. Likes puppies. Old New
  114. 114. Step 9: Account Continuity Planning Weekly/Monthly data transfers. All accounts must share fans and Followers with central corporate account/database. Data Consolidation: Fans and followers (constituting the network) are valuable. Own the data.
  115. 115. Step 10: Hiring for Social Media A breadth of backgrounds is good. Look for variety and flexibility. Resumes only tell part of the story. Titles don’t always mean experience. Obtain references from trusted Social Media practitioners.
  116. 116. Marketing PR Customer Service Business DevelopmentHR Community Mgr. Blogger guy It makes absolutely no sense to expect that one Social Media role can properly serve all of an organization’s Business functions. Social Media Strategy?
  117. 117. Hire for different roles in Social Media Strategically- Minded CEO-type Entrepreneurial Sees all the angles Operational Aptitude COO-type Very organized Works across silos Communications-minded Customer service Public Relations Task-oriented Caring and trustworthy Analytical Loves numbers Excel Sensei Data visualization
  118. 118. Lunch Break
  119. 119. Social Media Program Planning & R.O.I. olivier alain blanchard @thebrandbuilder Social Media Integration Conference Atlanta, GA 22 October 2010 #SMIATL
  120. 120. Module 3: Program Management
  121. 121. Departments and functions Customer Support Online Reputation Management Community Management Channel Development Digital Property Management Monitoring & Measurement Public Relations Marketing Event Management Product Management CRM & sCRM How to handle negativity Setting the record straight Targeting
  122. 122. The Triumvirate of Digital Brand Management P.R. Customer Support Community Management The Sweet Spot
  123. 123. The Triumvirate of Digital Brand Management P.R. Customer Support Community Management 1. Mutually Supportive. 3. Escalation of Response 2. Ensures Balanced Approach Collaboration
  124. 124. Call Center Forums Twitter 1st layer 2nd layer (Back End) P.R. Customer Support Community Management Customer Support 2.0 Customers / users / the public (Front End)
  125. 125. Network Equity: Monitoring & Response Community Management Customer Support P.R. Positive Comment Positive Comment Positive Comment Negative Comment Negative Comment Acknowledge Acknowledge Acknowledge Address Assist Assist QuestionQuestion Assist Assist
  126. 126. Managing a fully deployed program VP Social Communications Developed the Social Communications Infrastructure Oversees SM activity Coordinates SM activity Provides leadership + Support Customer Support PR + Reputation Mgmt Marketing Measurement Community Management Monitoring Support Triage Data Analysis Reporting Monitoring Responding to crises Content, events & Promotion Monitoring Responding to inquiries Content Triage Research Content Development Promotions Internal Collaboration Hub / Channel Often the biggest challenge
  127. 127. Integrated crisis response model VP Social Communications Oversees Response Provides leadership + Support if needed Debriefs staff after incident Customer Support PR + Reputation Mgmt Measurement Community Management Monitors Helps the customer in real time. Resolves the crisis. Measures impact of activity. Monitors Watches for escalation during and after incident. Works with community manager and customer support if additional steps must be taken. Monitors Assists Customer Support Follows up after the incident. Internal Collaboration Hub / Channel
  128. 128. 4. Channel Development
  129. 129. Channel Development in 30 seconds: 1. Identifying the channels you should be in. - Activity? No activity? - Positive sentiment? Negative sentiment? - Competition presence? 2. Understanding the channels you should be in. 3. Creating listening outposts in those channels. 4. Connecting with key denizens in those channels. 5. Becoming involved with topics and conversations. 6. Developing a positive reputation in those channels. 7. Growing social equity in those channels. 8. Establishing leadership presence in those channels.
  130. 130. Social Media Program Planning & R.O.I. olivier alain blanchard @thebrandbuilder Social Media Integration Conference Atlanta, GA 22 October 2010 #SMIATL
  131. 131. Module 4: Measurement
  132. 132. Fact: Achieving spectacular results requires planning.
  133. 133. Funnels are good. Follow the ball.
  134. 134. Your company doesn’t need 1,000,000 followers.
  135. 135. Your company doesn’t need 1,000,000 followers. Your company needs 10 – 1,000,000 new customers. Conversions are gold.
  136. 136. SOCIAL MEDIA IS NOT FREE.
  137. 137. 1. It takes skilled people.
  138. 138. 2. It takes technology.
  139. 139. 3. It takes time and effort.
  140. 140. … all of which are limited resources. We have… rocks.
  141. 141. These resources = 100% of your budget Head Count Advertising E-Marketing Inbound Call Center Sales Dept. Public Relations Marketing I.T. Accounting These resources generate 100% of your business
  142. 142. Which buckets do we empty to fill this new one? Understand that a new Social Media program’s funding doesn’t appear out of thin air.:
  143. 143. Okay fine. But if I’m going to take a chance on this social media thing, it had better make good business sense! Why should I allocate resources to it?
  144. 144. Reason #1: It will result in a cost reduction. Maybe in customer service? You mentioned something about business intelligence and market research? Reason #2: It will generate more revenue. I want more transactions, more net new customers, more customer loyalty, etc.
  145. 145. Business Justification SAY HELLO TO: R.O.I.
  146. 146. . . . RETURN ON INVESTMENT
  147. 147. THE R.O.I. EQUATION Investment Expectation of return
  148. 148. ROI = COST OF INVESTMENT (GAIN FROM INVESTMENT - COST OF INVESTMENT) THE R.O.I. EQUATION
  149. 149. Truth about R.O.I. ROI is a business metric, not a media metric. ROI is 100% media-agnostic. Only measuring digital or social won’t get you anywhere.
  150. 150. The idea with the most promise wins.
  151. 151. To prove it, you need a plan AND sound metrics.
  152. 152. Improvement + Cost Reduction Idea: Customer Service
  153. 153. Improvement + Cost Reduction Idea: Customer Service - One CSR can handle several customers at once. - Customers don’t have to wait on hold. - “Accents” are no longer an issue. - Resolution times remain the same, but to the customer, they seem considerably shorter. - CSRs spend less time on each ticket. - 140 Characters keeps things simple. - Transparency of process = positive PR. - Added convenience for customers on the go. - Proactive Customer Service can generate loyalty and capture market share. (Angry consumers could be a competitor’s customers.) - Even a 10% shift to twitter customer service could yield significant cost savings. - Run simulations and measure impact.
  154. 154. Other cost-reduction ideas: Business Intelligence / Market Research Increased Reach through SM = Lower CPI (cost per impression) In-network recruiting = lower recruiting costs
  155. 155. Now, to generate more revenue…
  156. 156. Objectives should be specific. F.R.Y.FREQUENCY, REACH, YIELD Increase how often customers buy from us each month Increase the net number of transacting customers Increase average spend per transaction Etc.
  157. 157. What if you aren’t “for profit?” You still depend on some kind of revenue to function: Grants, funding, donations, membership fees, etc. Same thing. Revenue is revenue. Budgets are budgets. Money is money.
  158. 158. Zero value, unless hype is your currency. We’re doing Social Media! Woohoo!!!
  159. 159. The Problem. I’m a Social Media guru. Love isn’t about ROI, baby. Forget your greedy ways.
  160. 160. ROI is NOT: Return on Inspiration Return on Involvement Return on Innovation Return on Immersion Return on Imagination Return on Importance Return on Inbound Return on Imbecility Return on Ignorance Return on Incompetence ROI is: Return on Investment.
  161. 161. R.O.I. Confusion - A tale of operational silos Engagement R.O.I. Different Focus + Different perspective
  162. 162. Reason #1: COST REDUCTION Reason #2: REVENUE GENERATION Remember what Mr. Bossman said…
  163. 163. Okay, hotshot, You have your Social Media doohickey. Now I’d better see some real results! Or else… I shrank my PR budget by 20% and my outbound call budget by 40%. Now I can afford a team of social media Rock stars. Can I get a hellz yeah?
  164. 164. Woohoo! I have a job!!!
  165. 165. Dudes, we are ON THIS!!! Let’s start engagin’!!! I call dibs on the Corporate blog.
  166. 166. One Month Later… ACCOUNTING Cool.
  167. 167. Oh my! Look at all the new visitors to our website! and all of our FaceBook friends! Hot Damn, we even have comments on the blog! What about our Twitternets?
  168. 168. This rocks! I never had it so good!!!
  169. 169. Three Months Later… ACCOUNTING Cool.
  170. 170. Monitoring to base… Monitoring to base… Our Google Analytics are through the roof! Even our social mentions are wicked good! We have liftoff! Yeah but… What about the P&L?
  171. 171. Measuring media really rocks my world.
  172. 172. Six Months Later… ACCOUNTING Anything? Nope. Nada.
  173. 173. What kind of mood is The old man in today? Not good. He doesn’t care how many visitors the website gets, or how many eyeballs we estimate we’ve reached unless it means we’re selling more stuff.
  174. 174. But why? Our website is getting mad hits, Jack! And we have 3,000 followers on Twitter now! I’m sorry, son. If your Social Media program is generating revenue, we aren’t seeing it. We need to allocate resources where we can make money. It’s just business.
  175. 175. Darn it. This media measurement stuff isn’t working. We need to start tying this stuff to actual Business performance. Where to start? Let’s see… At the beginning?
  176. 176. Non-financial impact = potential.
  177. 177. ROI = actualized potential. Social Media Activity - Vertical/Lateral Ultimately, Social Media activity has to positively impact customer behaviors and drive revenue in order to deliver R.O.I.
  178. 178. Step 1: Establish a baseline 8% YoY Growth
  179. 179. Step 2: Create Activity Timelines
  180. 180. Step 3: Monitor impact on conversations What are people talking about and where? Map topics, keywords, trends, links, etc.
  181. 181. Step 4: Measure transactional precursors
  182. 182. Measuring transactional precursors
  183. 183. If you can, also look at # of transactions
  184. 184. Also measure net new customers NNC is a measure of effective reach, not just media reach.
  185. 185. Transaction data should be specific F.R.Y.FREQUENCY, REACH, YIELD How often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction)
  186. 186. Step 5: Finally, look at Sales Revenue
  187. 187. Step 6: Overlay your data onto a timeline activities transactions social data web data loyalty metrics etc.
  188. 188. We overlaid all of our timelines and noticed that since our social media activities began, our website visits are up, our social mentions are also up, and everyone seems to love us. So is there a discernable pattern in this?
  189. 189. Step 7: Look for patterns Before After Impact Impact Impact No Impact Uncertain Impact
  190. 190. Step 8: Prove & disprove relationships Before After How was this group Touched by SM or WOM? (And how was it not?)
  191. 191. Look for patterns Before After Impact Impact Impact No Impact Uncertain Impact
  192. 192. Prove & disprove relationships Before After How was this group Touched by SM?
  193. 193. How long will all this analysis take? It’s all a process of elimination, really. Isolating patterns, quantifying deltas, proving ad-hocs… Then all we have to do is figure out what the cost savings and revenue gains are, and plug them into the equation.
  194. 194. Oh wow. This R.O.I. thing wasn’t at all about measuring media, impressions and eyeballs!
  195. 195. First things first: Prove that Social Media works ACCOUNTING All things remaining the same… We may have proof of concept. Hot damn!
  196. 196. So it turns out that our Social Media program is impacting every aspect of our business except traffic in our brick and mortar stores. Can you get on that? Yeah. We need to find out why we aren’t having an effect there. Kthxbye. Proper R.O.I. Analysis helps identify areas of improvement
  197. 197. Dudes, we are ON THIS!!! Let’s start engagin’!!! I’ll start crafting some wicked blog posts. More store traffic. Roger that.
  198. 198. Drinks for Everybody!
  199. 199. And please, no more of this. I’m a Social Media guru. Behold my army of followers. My personal brand is golden. Only measure followers, fans, visitors, downloads, click-throughs, mentions and web stats. That’s Social Media measurement, baby! Dig it.
  200. 200. What a Social Media win looks like:
  201. 201. What a Social Media win looks like: Facebook.com/oldspice 94,000 followers Velocity: 8K to 66K in only 2 days 16,000,000 views Most response videos >200,000 views 706,000 fans/likes … sharing videos with friends on their wall
  202. 202. But will it “sell soap?”
  203. 203. Sales of body wash up 107% in the first month. (It’s a good start, but will it be enough to justify the campaign’s expense?) (It already has.)
  204. 204. “Increasing revenue” is too abstract. F.R.Y.FREQUENCY, REACH, YIELD How often customers transact. (transactions per month) How many customers you are reaching. (net new customers) How much they spend. ($ per transaction)
  205. 205. Strategy drives tactics - Tactics drive metrics FREQUENCY REACH YIELD How can we leverage Social Media to influence customers to buy from us more often? How can we measure changes in this behavior? How can we leverage Social Media to acquire net new customers? How can we measure increased reach and conversions? How can we leverage Social Media to influence customers to spend more per transaction? How can we measure changes in this behavior?
  206. 206. I just figured out how to increase deodorant sales by about 9%! FREQUENCY
  207. 207. YIELD I know how to increase yield!!! Let them eat cake!
  208. 208. Awareness Run through it logically. AwarenessCampaign* Retweet Join club Share Etc. Altered Purchasing Behavior Track appropriate metrics Create a “take the challenge” page where users log their product purchase. CRM captures that data at point of sale. Same store sales increase but market share remains the same. Etc.
  209. 209. Measurement should not be a religion. Adapt: Measure what makes sense.
  210. 210. Ask away. Olivier Blanchard 864.630.7398 www.thebrandbuildermarketing.com @thebrandbuilder (on Twitter)
  211. 211. But wait… there’s more!
  212. 212. Measuring success: Defining metrics early ? ? ? ? ? Non-financial objective ? A leads to B leads to C leads to D...
  213. 213. Measuring success: Defining metrics early ? ? ? ? ? Non-financial objective ?Start here. Define Metric/value. What is my target? How much $ do I need to do this?
  214. 214. Measuring success: Defining metrics early ? ? ? ? ? Non-financial objective ? Now move here. My $ target is $x. Where do I measure changes in $x? What behaviors leads to this?
  215. 215. Measuring success: Defining metrics early ? ? ? ? ? Non-financial objective ? Now move here. My targets are X, Y and Z. My metrics are M, N and O. My channels are P, Q, R and S What behaviors drive these targets?
  216. 216. Plan first. Map out the route. Identify relevant metrics every step of the way. Measure here… Not here.
  217. 217. Now start from the beginning. 1. Baseline. 2. Timeline… You planned from outcome to catalyst. Now measure from catalyst to outcome. R.O.I. = financial metrics within this process. Your metrics
  218. 218. Q: What is the 2012 objective?
  219. 219. (Not 5,000,000 fans on Twitter)
  220. 220. A: Re-election.
  221. 221. Main non-financial objective(s) Get re-elected in 2012
  222. 222. Q: What is my most important resource?
  223. 223. A: Campaign funding. (It enables everything.*) * Understand your business and its mechanics. If you don’t, you are flying blind.
  224. 224. Main non-financial objective(s) My $ target is $x. Where do I measure changes in $x? What behaviors leads to this?
  225. 225. Q: How does Social Media fit in?
  226. 226. A: Above all else, it yields campaign contributions.
  227. 227. A: How it yields campaign contributions. 1. Directly through vertical engagement 2. Indirectly, through lateral engagement (WOM + peer influence)
  228. 228. Main non-financial objective(s)
  229. 229. Let’s plug-in F.R.Y., just for fun.
  230. 230. Can we increase the frequency of contributions?
  231. 231. Note: Most Obama For America online supporters gave little, but they gave often. Frequency was a key factor in the O4A strategy.
  232. 232. Can we increase the frequency of contributions? YES. Increase frequency of interactions Ask more often Update swag more often Repeat message more often Engage more often SM is more cost effective than paid media
  233. 233. Main non-financial objective(s) To specifically drive
  234. 234. Can we increase our reach?
  235. 235. Second largest search engine in the world, only to Google Twitter now has over 100 MILLIONregistered users. 55,000,000tweets per day. 37%of users tweet from their phones. All talking to each other all day long. Facebook has over 500 MILLION users  Millions of people are content publishers now. Don’t forget…
  236. 236. Can we increase our reach? YES. Be everywhere. Seed and grow our channels Help our supporters share content Ask our fans to share content Arm our fans with tools Make our reach strategy clear Vertical + Lateral engagement
  237. 237. Main non-financial objective(s) To specifically drive
  238. 238. Can we increase our Yield?
  239. 239. Can we increase our Yield? YEP! Foster depth of engagement Develop and build loyalty Increase involvement of fans Understand the value of timing Build clarity of purpose Ask when we need to ask
  240. 240. Main non-financial objective(s) To specifically drive
  241. 241. Because the objectives dictate the tactics...
  242. 242. … the objectives also dictate the metrics.
  243. 243. The metrics are the vital signs of your program.
  244. 244. Every measurement you take has its place and tells its part of the story.
  245. 245. 4 2 5 3 Start here… Ignore here.1 Connect the dots.
  246. 246. R.O.I. is a crucial link in the measurement chain.
  247. 247. Ask away. Olivier Blanchard 864.630.7398 www.thebrandbuildermarketing.com @thebrandbuilder (on Twitter) http://smROI.net
  248. 248. Thank you!
  249. 249. www.redchairgroup.com @redchairgroup on: Also, look join our community on:
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