Our Values Kinship places its mission as "building successful social enterprises" for its clients and pledges to use these values to guide that mission. 1. Commitment: We care deeply about our employees, our customers, our partners and our community. Our word is our commitment and we will always act with integrity and transparency.2. Creative Passion: Dedication and devotion are at the heart of every great idea and we value creativity, not just productivity.3. Relentless: An unparalleled focus on the success of our customers; always working to co create value. The customer experience is at the centre of everything we do.4. Inspiration: Our greatest asset is our exceptional talent with a bias for action. The ability to see solutions no one else sees, to dream of innovations no else conceives, and to create a future no one else can.@Michae1Green!
The Stakeholder Ecosystem Value Creation Model COLLABORATION COMMUNITY ENGAGEMENT 3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT SOCIAL ENABLEMENT CUSTOMER SATISFACTION SOCIAL BRAND OPERATIONAL EXCELLENCE INTERNAL THE SOCIAL BUSINESS EXTERNAL (employees) (customers, partners, media) PROCESS IMPROVEMENT SALES/REVENUE 4 PRODUCT INNOVATION 1 CUSTOMER ADVOCACY EMPLOYEE ADVOCACY PRODUCT FEEDBACK
Take control. Succeed. Lead. It’s time to ask more of your Social Media.• Is your Social strategy actively increasing the value of your business? • Is it measureable? Predictable? Responsive? • Do you know exactly what’s working, and what isn’t? • Do you have a clear view of who’s talking about your business, and what’s being said?• Do you have an accurate, comprehensive and up-to-the-minute view of what your competitors are up to? 7
IntroductionKINSHIP digital is a social consultancy specialising inunderstanding, developing and protecting its clients’ reputation,brands, businesses and people in Social Media. We help our clients to:• Develop a set of proven rules and frameworks for Social success • Reap measurable, predictable results and signiﬁcant ROI from their Social activity• Stay connected to their customers in a way that is both time and budget -efficient • Gain up-to-the-minute customer insights for increased sales, improved service, faster product development and more effective marketing• Listen, understand and act on Social conversations on a large scale• Harness the power of Social to understand their customers, competitors, and their market• Transform their existing operational systems and infrastructure into a differentiated customer experience 9
Services EXECUTE OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCESOCIAL SOCIAL CUSTOMER DIGITAL MARKETING SALES SERVICE PR & COMMSü Social Marketing ü Sales Insights ü Rapid Social ü Online Reputation Insights Support Response ü Competitive Managementü Rapid Social Intelligence ü Seamless Customer ü Crisis Marketing Experience ü Lead Response Management Response Centre ü Peer-to-Peer ü Proactive PR/ü Social Campaign Crowd-sourced Comms Tracking Supportü Social Event Management @Michae1Green!
Social MarketingAre you ﬁnding it difficult to gather proper, solid marketing intelligence? Are you still viewing Social as a ‘soft’ marketing channel? How about campaign tracking? Do you know exactly what ROI your Social efforts are delivering?We will:• Gather useful, relevant, real-time market intelligence • Track returns on online marketing spend • Interact, generate interest and engagement with potential customers• Execute, monitor and track your digital campaigns • Manage your Social events• Identify inﬂuential customers - Find the core group of customers who you really need to be talking to: allowing you to do more for less• Get real time market insights for marketing campaigns • Generate – and maintain - buzz around upcoming events 11
Social SalesKinship’s sales-via-social services delivers in-depth market insights, real-timecompetitor intelligence and water-tight leads. We will:• Gain valuable insights into your potential customers• Accumulate important intelligence about your competition • Bring in leads that are ready to buy 12
81% of consumers using social media say its important for businesses to respond to ques9ons and complaints and within a reasonable amount of 9me. • Most social customers don’t think of themselves as social customers • Their behavior is dynamic • Conversations sprout everywhere – Twitter, Instagram, Pinterest, Facebook • Social Customers are inﬂuential regardless of how many friends, fans and followers they have@Michae1Green!
Social Customer ServiceThe web is widely used as a forum for people to discuss, interact with andcomment on products and brands. Customer service is about listening andresponding to customers in a timely and appropriate manner. Online customerservice inquiries can often be seen by hundreds of thousands of people, whichmeans that an ill-considered response (or none at all) will have a huge impact –both positive and negative – on your brand. We will:• Look after your customers via cost-effective, ‘real’ and appropriate channels• Showcase your best-in-class service to potential customers.• Improve customer satisfaction• Increase referrals• Reduce costs (on many levels)• Boost brand perception 14
Digital Communications and PRThere used to be a clear distinction between marketing and public relations. Theline is now blurred by the impact of the web – leading to a 24/7 news cycle that isimmediate and viral – and sometimes hard to keep up with. It’s all too easy for asmall spark to turn into a full-blown forest ﬁre.We will:• Track your brand sentiment 24/7, meaning no surprises• Understand – in real time – what is being said about your brand, people, executives and products or services and be able to respond appropriately • Identify real-time threats and opportunities• Identify which channels are the most appropriate for action• Beneﬁt from measurable, replicable and customised frameworks to manage your public relations and online brand reputation• Successfully identify the appropriate channels and inﬂuencers for Social PR 15
Engagement Process EVALUATE ESTABLISH EXECUTE RESEARCH SOCIAL A STRATEGY & TEAM OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE LANDSCAPE• Conversation and • Deﬁne strategy (goals, LISTEN PLAN ENGAGE sentiment analysis actions, KPIs) • Identify listening and CRM • Create plan for employee • Launch programs, events• Surveys, polls and • Identify the right teams, software and partner training and campaigns stakeholder interviews stakeholders and emp • Establish a social media • Process and collaboration • Manage internal• Data mining from social • Establish roles & listening center design collaboration and channels responsibilities communication projects • Determine internal & • Crisis coms and customers• Intelligence gathering Market • Achieve buy-in from external topics support escalation tree • Expand teams and & Competitor) senior leadership channels globally• Social Architecture Review • Establish Social Architecture & a • Identify Business Use measurement framework Cases and Benchmarking
Engagement Models and Frameworks EVALUATE ESTABLISH EXECUTE RESEARCH SOCIAL A STRATEGY & TEAM OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE LANDSCAPE LISTEN PLAN ENGAGE! ! ! ! ! ! ! ! ! !
A Command Center is a physical space where Governments and Companies coordinate to listen and engage their ci:zens or market in social channels to achieve business use cases in marke:ng engagement, customer care, risk management [crisis management / ORM], or opera:onal eﬃciency of coordina:on and contact center deﬂec:on. Jeremiah Owyang Al:miter Group @jowyang @Michae1Green!
EVALUATE RESEARCH SOCIAL LANDSCAPE! Evaluate the Social Landscape Four Quadrant Assessment Model A model to efficiently assess a market or customer base from a social point of view. The ﬁrst strategic step in a social media COE is to create an assessment, learning where (on what platforms) a respective ecosystem is engaged. iGo2 four quadrant assessment methodology includes the following groups: - Customer mapping and ﬁeld assessment - Brand analysis - Partner and alliance analysis - Competition analysis The evidence based assessment identiﬁes where people are in the social web, sentiment analysis, key interests and reﬂections. Only once a team is clear about what’s on top of the customer’s mind, it is able to adequately respond. The NCP Model The NCP model is a foundation methodology to social media engagement: Network – Contribution – Participation - Network provides the reach - Contribution is the active engagement and content contribution over such networks - Participation is the positive or negative reﬂection of the contribution and the actual conversation. Conversation is the currency in social media. Once the NCP model is implemented in a company’s market engagement strategy, it provides a self adjusting mechanism to all social initiatives. @Michae1Green!
ESTABLISH A STRATEGY & TEAM! Establish Social Strategy Strategy Hexagon The KINSHIP digital Strategy Framework for Center of Excellence. Unlike the traditional top down corporate strategies, the social strategy framework KINSHIP digital leverages integrates key constituencies of a market into the strategy development. The strategy is based on six (hexagon) core elements: - Goal & Mission - Beneﬁts - Actions - Presence - Resources - Reporting The strategy is based on a evidence based research assessment (see Four Quadrant Assessment Model) and geared towards a cross functional social market engagement. @Michae1Green!
ESTABLISH A STRATEGY & TEAM! Establish Social Team Cross Functional Engagement Framework Social Media is primarily a state of mind – not a campaign The cross functional social media engagement framework provides the basis for a company wide social business engagement. It helps structure the social media leverage within a company so that the teams in sales, marketing, service & support, product management, HR, procurement and all other market facing departments are able to work in a concerted manner in the interest of the brand to the beneﬁt of the customer. The SMS Team model is based on the establishment of a Social Media Centre of excellence. Examples of Organizational Structures Decentralized Centralized Hub and Spoke Multiple Holistic *Organization structure models from Altimeter Group @Michae1Green!
EXECUTE OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE! ExecuteListen Plan Engage Social Presence Model Social Media Planning Model Advocacy Model Social media ROI calcula9on method The Social Presence Model The Social Media Planning Crea:ng posi:ve sen:ments The KINSHIP digital ROI model aids brands and their teams model we developed is a way and an increasing level of is a true ﬁnancial ROI. The to create a sustainable and to build social media conversa:ons as well as ROI model takes incremental trusYul presence in the social ini:a:ves that bridge the recommenda:ons, is the revenue from social web. Listening ensures oxymoron between crea:ng ul:mate KPI (Key engagement based business teams are where highly crea:ve and unique Performance Indicator) for a interac:on rela:ve to the their customers are. ini:a:ves while remaining to social business engagement. cost of those interac:ons. be structured in a way that Eﬀec:vely covering paid, even a global team can use owned and earned ini:a:ves. and adopt it, manage it and ensure its alignment with a strategy. @Michae1Green!
Understanding The Social Brand Versus Social Business Programs Community Management Marketing Customer Service Communications Events Campaigns Advocacy Crisis SOCIAL BRAND SOCIAL RESULTS (External) BUSINESS(Internal) Training Process Collaboration Organization Models Research & Development Policies & Guidelines Knowledge Sharing Culture Infrastructure @Michae1Green!
WHY! SOCIAL SERVICES!Social Maturity Journey1. From reporting to curating and embedding2. From analysis and synthesis to structuring and mining3. From data gathering to engaging and tracking4. From identifying data to mapping people and conversation @Michae1Green!