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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.

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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    Olivier Blanchard Presentation from SMIATL 2010 Olivier Blanchard Presentation from SMIATL 2010 Presentation Transcript

    • Social Media Program Planning & R.O.I.
      olivieralainblanchard
      @thebrandbuilder
      Social Media Integration Conference
      Atlanta, GA
      22 October 2010
      #SMIATL
    • What do I do?
      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.
      Advisory Board Shenanigans
    • 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 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
    • “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.
    • 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)
    • Communications
      Medium
    • Social media
      Blah!
      Blah!
      Blah!
      Social communications
    • Social media (the channels)
      Blah!
      Blah?
      Blah!
      Blah?
      Blah!
      Blah?
      (Enablement)
      Social communications
    • The customer lifecycle funnel
      Acquisition
      Development
      Retention
      You are here
      You also need to build here
      Create something worthwhile  Let the community share it
    • 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 objective FIRST.
      THEN come up with the tactics.
    • 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.
    • How Social Media plugs into business functions
      Online Reputation Management
      Customer Acquisition
      Community Management
      P.R.
      Business Development
      Recruiting
      Education
      Market Research
      Marketing
      Sales
      Customer Support
      Consumer Insights
      Business Measurement
      Thought Leadership
      Mobility
      Search/SEO
    • 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.)
    • Brand Management: Momentum Drivers
      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?
    • Leveraging Social Communications
      Social media is there to drive,
      amplify and reinforce all of these things:
      Awareness
      Context
      Value
      Relevance
      Interactions
      Transactions
    • 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 (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.)
    • 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.)
    • 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
      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.)
    • 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.
    • Goals are not targets
      Amplify marketing efforts
      Increase net new customers
      Increase net unique website visitors
      Increase market share
      Increase mindshare
      Improve reputation with investors
      Increase sales revenue
      Increase positive recommendations/WOM
      Attract better talent
      Increase the number of followers
      Increase customer participation
      Increase positive sentiment
    • Set targets. Be specific. Be clear.
      +500 net new transacting customers this Q
      +8000 net new website visitors this M
      +3% more market share YoY
      +13% sales revenue YoY
      200 Net new followers this W
      100% increase in pos.sentiment
    • How will you measure this?
      +500 net new transacting customers this Q
      +8000 net new website visitors this M
      +3% more market share YoY
      +13% sales revenue YoY
      200 Net new followers this W
      100% increase in pos.sentiment
    • Customer Service?
      What departments in your company
      are tasked with meeting those objectives?
      Biz Dev?
      PR?
      Marketing?
      (Who owns these functions now?)
    • Customer Service
      How can Social Media support and enhance key business functions?
      Biz Dev
      PR
      Marketing
    • Are they capable of integrating this?
    • If not, what will it take?
    • Planning for Social Media Integration
      How does Social Media fit into and across my organization?
      Business Processes
      Business Functions
      Internal
      Communications
      Marketing
      Customer
      Service
      HR
      IT
      Business
      Dvlpmt.
      Legal
      Advertising
      Collaboration
      Customer
      Support
      Public
      Relations
      Measurement
      Data Analysis
      Reputation
      Mgmt.
      Research
    • The current state of Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Buzzwords over Objectives:
      “Engagement?”
      “Conversations?”
    • Phase 1: “Test” Adoption
      PR
      C-suite
      Social Media
      Manager
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • Phase 2: Marketing Adoption
      PR
      C-suite
      Social
      Communications
      Manager
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • Phase 3: Operational Adoption
      PR
      C-suite
      Social
      Communications
      Director
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • Phase 4: Operational Integration
      PR
      C-suite
      VP
      Social
      Communications
      HR
      Business
      Development
      Marketing
      Customer
      Service
      Technical
      Support
    • The next step in Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Online Reputation Management
      Digital Crisis Management
      Real-Time Customer Support
      Market Research
      FRY
      Digital Brand Management
      Innovation
      Collaboration
      Objectives over buzzwords
    • The current state of Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Buzzwords over Objectives:
      “Engagement?”
      “Conversations?”
    • The next step in Social Media Integration:
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Online Reputation Management
      Digital Crisis Management
      Real-Time Customer Support
      Market Research
      FRY
      Digital Brand Management
      Innovation
      Collaboration
      Objectives over buzzwords
    • 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 tactics
      Setting targets and budgets
      Clarifying intent
      Providing direction
    • Three-Step Process
      Step 1: Strategy& development
      Identifying goals
      Identifying key departments
      Developing strategies and tactics
      Setting targets and budgets
      Clarifying intent
      Providing direction
      Step 2: Operational Deployment
      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
    • Three-Step Process
      Step 1: Strategy& development
      Identifying goals
      Identifying key departments
      Developing strategies and tactics
      Setting targets and budgets
      Clarifying intent
      Providing direction
      Step 2: Operational Deployment
      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
      Step 3: Management & Execution
      Community management
      Online reputation management
      Monitoring
      Measurement
      Digital customer support
      Internal collaboration
      Etc.
    • Managing a fully deployed program
      VP Social Communications
      Developed the Social Communications Infrastructure
      Oversees SM activity
      Coordinates SM activity
      Provides leadership + Support
      Measurement
      Customer Support
      Data Analysis
      Reporting
      Monitoring
      Support
      Triage
      PR + Reputation Mgmt
      Monitoring
      Responding to crises
      Content, events & Promotion
      Marketing
      Research
      Content Development
      Promotions
      Internal
      Collaboration
      Hub / Channel
      Community Management
      Monitoring
      Responding to inquiries
      Content
      Triage
    • 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?
      Customer
      Service
      Business
      Development
      Community Mgr.
      Blogger guy
      Marketing
      PR
      HR
    • 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 activity
      Coordinates SM activity
      Provides leadership + Support
      Measurement
      Customer Support
      Data Analysis
      Reporting
      Monitoring
      Support
      Triage
      PR + Reputation Mgmt
      Monitoring
      Responding to crises
      Content, events & Promotion
      Marketing
      Research
      Content Development
      Promotions
      Internal
      Collaboration
      Hub / Channel
      Community Management
      Monitoring
      Responding to inquiries
      Content
      Triage
      Often the biggest
      challenge
    • 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
    • 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?”
    • 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?
    • Who owns all of these objectives?
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      (No)
      This guy?
    • Who owns all of these objectives?
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      These guys?
      (Yes)
    • Module 2: Integration & Deployment
    • 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?
    • 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.
    • Step 3: Decide on a Social Media Architecture
    • The Two Social Media Build Scenarios
      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.
    • A. Centralized Management Model
      Command Structure
      Highly organized
      Command-Execution
      Highly connective
      Brand
      Communications
      Hub
    • B. Decentralized Management Model
      Brand or silo
      Brand or silo
      Corporate
      Autonomous structure
      Open-source model
      Brand or silo
    • Centralized Ground-Up Model
      Advantages: You can custom-engineer your Social Media infrastructure.
      You have complete control over your outposts.
      ?
      ?
      BRAND
      ?
      ?
      ?
      ?
      ?
      Disadvantages: You have to start from scratch.
      Staff needs to be trained.
    • Decentralized pirate-ship model
    • Beware the pirate ships…
      … but use them to your advantage.
    • Decentralized pirate-ship model
      Disadvantages: Incorporating pirate cultures will be difficult.
      Advantages: Programs are already gaining traction.
      You can build on your pirates’ expertise.
      ?
      ?
      BRAND
      ?
      ?
      ?
      ?
      ?
      ?
      ?
      ?
    • How to clean up a pirate ship model:
      Respect the pirates. They know how to execute.
      Invite the pirates to the table. Recognize their wins.
      Ask the pirates to report on what they see and hear.
      Ask the pirates to report on their wins and losses.
      Ask the pirates how you can help them win more.
      Fund the pirates and send them on missions.
      Ask the pirates to help you build up your fleet.
      Ask the pirates to play a leadership role.
      Ask the pirates to write the playbook for you.
      Turn the pirates into privateers.
    • Step 4: Create Social Media Policies
      What your Social Media Policies should include:
      The company’s position on Social Media
      Official Social Media usage for company
      Personal Social Media usage for company
      Confidentiality guidelines
      Disclosure guidelines
      Restricted Speech guidelines
      Anti-defamation guidelines
      Conduct guidlines
      Personal and professional responsibility guidelines
      A list of resources
      A note from Human Resources
      Training modules and schedules
    • Some notes on internal Social Media Guidelines
      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.
    • Legal Considerations
      Disclosure: The Rulebook
      FEDERAL TRADE COMMISSION
      16 CFR Part 255
      Guides Concerning the Use of Endorsements and Testimonials in Advertising
      The nugget: “Clients” are now responsible for 3rd party contractors infractions when it comes to disclosure and the content of communications.
      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
    • 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
    • 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
    • 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
    • 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
    • Legal Considerations
      Disclosure
      Transparency when providing bloggers with any form of compensation such as rewards, incentives, promotional items, gifts, samples, or review items:
      Set formal policies on using incentives with bloggers for staff and agencies.
      Communicating these policies clearly to bloggers in advance, and asking that they do the same in any post that may result.
      Proactively ask bloggers to be transparent about their relationship and communications with your company.
      Encourage bloggers to disclose the source of any compensation directly in any post they write about you.
      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
    • Legal Considerations
      Disclosure
      When using external agencies or personnel to communicate on your behalf:
      Require the agency to disclose its relationship with your company when it conducts blogger relations.
      Require the agency to be truthful and never knowingly deceive bloggers.
      Publicly acknowledge when the agency and/or related parties act contrary to these policies, and quickly take corrective action where possible.
      Require agencies and agency personnel to meet or exceed your internal disclosure requirements.
      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.
      Source: Social Media Business Council
    • 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
    • Step 5: Division of labor: Who does what?
      Community
      Manager
      Blogger
      Guy
      Customer
      Service
      Business
      Development
      Marketing
      PR
      HR
      Reporting
      Blogger relations
      Monitoring
      Pushing promotions
      Responding to crises
      #chats
      #events
      Creating content
      Connecting with influentials
      Collaboration team lead
      Answering questions
      Managing the accounts
    • Step 5: Division of Labor – Who does what?
      Visualizing A Structure
      External Communications
      Internal Communications
      Coordinating with
      External agencies
      Reporting to C-suite
    • Beware the pirate ships…
      Planning for outsourced management…
      Integration Process
      Can deliver
      Agency
      Internal
      Marketing
      Dept.
      1
      Can’t deliver
      Merging
      2
      3
      Integration
      Into
      Organization
      … but use them to your advantage.
      Consider an adaptive process rather than a “rigid” strategic model.
    • Step 6: IT enablement
      IT owns technology deployment and process enablement.
      - Tools
      - Servers
      - Cloud
      - Connections
      - Processes
      They make this happen:
    • This can’t happen without an infrastructure
      VP Social Communications
      Developed the Social Communications Infrastructure
      Oversees SM activity
      Coordinates SM activity
      Provides leadership + Support
      Measurement
      Customer Support
      Data Analysis
      Reporting
      Monitoring
      Support
      Triage
      PR + Reputation Mgmt
      Monitoring
      Responding to crises
      Content, events & Promotion
      Marketing
      Research
      Content Development
      Promotions
      Internal
      Collaboration
      Hub / Channel
      Community Management
      Monitoring
      Responding to inquiries
      Content
      Triage
      Often the biggest
      challenge
    • 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
    • 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 employee handbook and the intranet and forget about them.
      Train your staff.
      Basic Social Media Guidelines
      - Official Use
      - Personal use
      Specific Functional Training
    • Step 8: Training your staff
      2 Tracks:
      Awareness & Sensitivity training
      • All employees
      Internal Certification Programs
      • Community management
      • Customer Service
      • Business Development
      • P.R.
      • Marketing
      • Digital
      • Engagement
      • Etc.
    • The test kitchen model: Experiment.
      Training in new disciplines is an open source model: Test. Test. Test.
    • 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 failure a learning exercise.
      Train.
      Supervise.
      Mentor.
      Repeat.
    • It seemed like a good idea at the time…
    • VP Sales
      CFO
      And then Monday morning arrived.
    • 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.
      Does your company lose access to the followers of that account?
      Do your customers suddenly lose their twitter connection to you?
      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.)
    • 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
      Update the avatar/profile image.
      Update the profile information.
      Notify the community of the change.
      Focus on new account manager, not the former account manager.
      Make the transition painless for the customers.
      Olivier Blanchard
      Community Mgr.
      Likes Nutella.
      Lisa Small
      Community Mgr.
      Likes puppies.
      Old
      New
    • Step 9: Account Continuity Planning
      Data Consolidation:
      Fans and followers
      (constituting the network)
      are valuable. Own the data.
      Weekly/Monthly data transfers. All accounts must share fans and
      Followers with central corporate account/database.
    • 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.
    • 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?
      Customer
      Service
      Business
      Development
      Community Mgr.
      Blogger guy
      Marketing
      PR
      HR
    • Hire for different roles in Social Media
      Analytical
      Loves numbers
      Excel Sensei
      Data visualization
      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
    • Lunch Break
    • Social Media Program Planning & R.O.I.
      olivieralainblanchard
      @thebrandbuilder
      Social Media Integration Conference
      Atlanta, GA
      22 October 2010
      #SMIATL
    • Module 3: Program Management
    • 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
    • The Triumvirate of Digital Brand Management
      P.R.
      The
      Sweet
      Spot
      Community
      Management
      Customer Support
    • The Triumvirate of Digital Brand Management
      1. Mutually Supportive.
      Community
      Management
      P.R.
      Collaboration
      3. Escalation of Response
      Customer
      Support
      2. Ensures Balanced Approach
    • Customer Support 2.0
      Customers / users / the public
      1st layer
      (Front End)
      Call Center
      Forums
      Twitter
      2nd layer
      (Back End)
      Customer
      Support
      Community
      Management
      P.R.
    • Network Equity: Monitoring & Response
      Positive
      Comment
      Positive
      Comment
      Positive
      Comment
      Negative
      Comment
      Negative
      Comment
      Assist
      Question
      Acknowledge
      Question
      Assist
      Assist
      Acknowledge
      Address
      Assist
      Acknowledge
      Community
      Management
      Customer
      Support
      P.R.
    • Managing a fully deployed program
      VP Social Communications
      Developed the Social Communications Infrastructure
      Oversees SM activity
      Coordinates SM activity
      Provides leadership + Support
      Measurement
      Customer Support
      Data Analysis
      Reporting
      Monitoring
      Support
      Triage
      PR + Reputation Mgmt
      Monitoring
      Responding to crises
      Content, events & Promotion
      Marketing
      Research
      Content Development
      Promotions
      Internal
      Collaboration
      Hub / Channel
      Community Management
      Monitoring
      Responding to inquiries
      Content
      Triage
      Often the biggest
      challenge
    • Integrated crisis response model
      VP Social Communications
      Oversees Response
      Provides leadership + Support if needed
      Debriefs staff after incident
      Measurement
      Customer Support
      Measures impact
      of activity.
      Monitors
      Helps the customer in
      real time. Resolves the
      crisis.
      PR + Reputation Mgmt
      Monitors
      Watches for escalation
      during and after incident.
      Works with community manager
      and customer support if additional
      steps must be taken.
      Community Management
      Monitors
      Assists Customer Support
      Follows up after the incident.
      Internal
      Collaboration
      Hub / Channel
    • 4. Channel Development
    • Channel Development in 30 seconds:
      Identifying the channels you should be in.
      - Activity? No activity?
      - Positive sentiment? Negative sentiment?
      - Competition presence?
      Understanding the channels you should be in.
      Creating listening outposts in those channels.
      Connecting with key denizens in those channels.
      Becoming involved with topics and conversations.
      Developing a positive reputation in those channels.
      Growing social equity in those channels.
      Establishing leadership presence in those channels.
    • Social Media Program Planning & R.O.I.
      olivieralainblanchard
      @thebrandbuilder
      Social Media Integration Conference
      Atlanta, GA
      22 October 2010
      #SMIATL
    • 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.
    • We have… rocks.
      … all of which are limited resources.
    • These resources
      =
      100%
      of your budget
      These resources
      generate
      100%
      of your business
      E-Marketing
      Head Count
      Advertising
      I.T.
      Inbound Call Center
      Marketing
      Sales Dept.
      Accounting
      Public Relations
    • Understand that a new
      Social Media program’s
      funding doesn’t appear
      out of thin air.:
      Which buckets do we empty
      to fill this new one?
    • 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?
    • 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.
    • SAY HELLO TO:
      Business Justification
      R.O.I.
    • R.O.I.
      RETURN
      ON
      INVESTMENT
    • THE R.O.I. EQUATION
      Investment
      Expectation of return
    • THE R.O.I. EQUATION
      (GAIN FROM INVESTMENT - COST OF INVESTMENT)
      ROI =
      COST OF INVESTMENT
    • 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.
    • 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 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.
    • Other cost-reduction ideas:
      Business Intelligence / Market Research
      Increased Reach through SM = Lower CPI (cost per impression)
      In-network recruiting = lower recruiting costs
    • 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 the net number of transacting customers
      Increase average spend per transaction
      Etc.
    • 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.
    • We’re doing Social Media! Woohoo!!!
      Zero value, unless hype is your currency.
    • I’m a Social Media guru.
      Love isn’t about ROI, baby.
      Forget your greedy ways.
      The Problem.
    • 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.
    • 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…
    • 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?
      Okay, hotshot,
      You have your Social Media doohickey.
      Now I’d better see some real results!
      Or else…
    • Woohoo!
      I have a job!!!
    • Dudes, we are
      ON THIS!!!
      Let’s start engagin’!!!
      I call dibs on the
      Corporate blog.
    • Cool.
      ACCOUNTING
      One Month Later…
    • What about our
      Twitternets?
      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!
    • This rocks!
      I never had it so
      good!!!
    • Cool.
      ACCOUNTING
      Three Months Later…
    • Yeah but…
      What about
      the P&L?
      Monitoring to base…
      Monitoring to base…
      Our Google Analytics are through
      the roof! Even our social mentions
      are wicked good!
      We have liftoff!
    • Measuring media
      really rocks my
      world.
    • Nope.
      Anything?
      Nada.
      ACCOUNTING
      Six Months Later…
    • 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.
    • 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.
    • 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?
    • Non-financial impact = potential.
    • 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.
    • 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)
      How many customers you are reaching. (net new customers)
      How much they spend. ($ per transaction)
    • Step 5: Finally, look at Sales Revenue
    • Step 6: Overlay your data onto a timeline
      activities
      social data
      web data
      transactions
      loyalty metrics
      etc.
    • 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?
    • Step 7: Look for patterns
      Impact
      Uncertain Impact
      Impact
      Impact
      No Impact
      Before
      After
    • Step 8: Prove & disprove relationships
      How was this group
      Touched by SM or WOM?
      (And how was it not?)
      Before
      After
    • Look for patterns
      Impact
      Uncertain Impact
      Impact
      Impact
      No Impact
      Before
      After
    • Prove & disprove relationships
      How was this group
      Touched by SM?
      Before
      After
    • 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.
    • 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
      All things remaining the same…
      We may have
      proof of
      concept.
      Hot damn!
      ACCOUNTING
    • Proper R.O.I. Analysis helps identify areas of improvement
      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.
    • More store traffic.
      Roger that.
      Dudes, we are
      ON THIS!!!
      Let’s start engagin’!!!
      I’ll start crafting some
      wicked blog posts.
    • Drinks for
      Everybody!
    • 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.
      And please, no more of this.
    • What a Social Media win looks like:
    • What a Social Media win looks like:
      94,000 followers
      Velocity: 8K to 66K in only 2 days
      706,000 fans/likes
      … sharing videos with friends on their wall
      16,000,000 views
      Most response videos >200,000 views
      Facebook.com/oldspice
    • But will it “sell soap?”
    • (It already has.)
      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)
      How many customers you are reaching. (net new customers)
      How much they spend. ($ per transaction)
    • Strategy drives tactics - Tactics drive metrics
      FREQUENCY
      How can we leverage Social Media to influence customers to
      buy from us more often?
      How can we measure changes in this behavior?
      REACH
      How can we leverage Social Media to acquire net new customers?
      How can we measure increased reach and conversions?
      YIELD
      How can we leverage Social Media to influence customers to spend more per transaction?
      How can we measure changes in this behavior?
    • I just figured out
      how to increase deodorant sales by about 9%!
      FREQUENCY
    • YIELD
      I know how to increase yield!!!
      Let them eat cake!
    • Run through it logically.
      Awareness
      Retweet
      Join club
      Share
      Etc.
      Altered
      Purchasing
      Behavior
      Awareness
      Campaign*
      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.
    • 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
      A leads to B leads to C leads to D...
      ?
      ?
      ?
      ?
      ?
      Non-financial objective
      ?
    • 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?
    • Measuring success: Defining metrics early
      Now move here.
      My $ target is $x.
      Where do I measure changes in $x?
      What behaviors leads to this?
      ?
      ?
      ?
      ?
      ?
      Non-financial objective
      ?
    • Measuring success: Defining metrics early
      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?
      ?
      ?
      ?
      ?
      ?
      Non-financial objective
      ?
    • Not here.
      Measure here…
      Plan first. Map out the route.
      Identify relevant metrics every step of the way.
    • Your metrics
      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.
    • 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 blind.
    • My $ target is $x.
      Where do I measure changes in $x?
      What behaviors leads to this?
      Main non-financial objective(s)
    • Q: How does Social Media fit in?
    • A: Above all else, it yields campaign contributions.
    • A: How it yields campaign contributions.
      Directly through vertical engagement
      Indirectly, through lateral engagement (WOM + peer influence)
    • 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 strategy.
    • 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
    • To specifically drive
      Main non-financial objective(s)
    • Can we increase our reach?
    • Second largest search engine in the world, only to Google
       Millions of people are content publishers now.
      Facebook has over 500 MILLION users
      Twitter now has over 100 MILLIONregistered users.
      55,000,000 tweets per day.
      37% of users tweet from their phones.
      Don’t forget…
      All talking to each other all day long.
    • 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
    • To specifically drive
      Main non-financial objective(s)
    • Can we increase our Yield?
    • 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
    • To specifically drive
      Main non-financial objective(s)
    • 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.
    • 2
      Ignore here.
      1
      Start here…
      4
      3
      5
      Connect the dots.
    • R.O.I. is a crucial link in the measurement chain.
    • http://smROI.net
      Ask away.
      Olivier Blanchard
      864.630.7398
      www.thebrandbuildermarketing.com
      @thebrandbuilder(on Twitter)
    • Thank you!
    • www.redchairgroup.com
      @redchairgroupon:
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