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KINSHIP Social Media Command Center

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Data is of no use if you don’t know what to do with it. 2013 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business …

Data is of no use if you don’t know what to do with it. 2013 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.

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  • The Challenge: Customers Want Timely RepliesIn an age of instant gratification, customers want to know you’re listening –and that you have an answer. In fact, 81% of consumers using social media say it's important for businesses to respond to questions and complaints and within a reasonable amount of time.The Solution: Respond Immediately & Take ActionCustomers and prospects want to know that you care about their needs. So it’s extremely important to check your Facebook page and Twitter mentions frequently and respond to any customer issues or pertinent questions right away. Big brands like AT&T try to keep all responses within 15 minutes, since that type of active response is highly valued by their customers.If customers have an issue that can’t be resolved within the limitations of social media, you should provide an offline channel such as an email or phone number for the customer to speak with you directly, and so you get the complete information you need to best address their complaint. Then, filter any product or service issues to the correct person(s) within your business to improve your operations and prevent future problems.The Challenge: Customer Experience Impacts PerceptionOne key part of your customer service strategy is the overall experience you provide customers both offline and offline, whether or not they have a problem or complaint. Many businesses take advantage social media to deliver a great customer experience, but it can be challenging for local businesses to build trust and engagement on social media sites. The Solution: Humanize your Social StrategyIf you have social pages on Facebook and Twitter, make sure they contain a profile pic, bio, and frequent posts that showcase your brand personality and authority in order to establish trust with online consumers. While it’s important to listen to and respond to comments and complaints, it’s equally beneficial for you to interact with your fans and followers on a regular basis and show them the human side of your business. In addition to providing interesting and informative content, you can also create a positive experience by thanking and rewarding fans and followers, participating in customer-initiated conversations, and sharing news about an event or charity you are involved in.  Listening to how your customers respond to you will help you determine the best types of content and conversations that will drive the most engagement on your social media pages.
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  • http://www.cebit.com.au/cebit-wrap-up/2012/csiro-social-media-visualisation-tool-wows-cebit-attendees
  • The iGo2 leadership team created methods, models, frame works for a strategic and cross functional approach to social media for business. The overall philosophy is based on these pillars: Social Media is an alternative way of doing businesses where customer and brand develop mutual benefits whereas the brand getting faster to the market with a more intense and therefor more stable customer relationship and the customer having a higher degree of influence in the long term product or service evolution and a deeper level of trust in the respective organization.Social Media can’t be successful if only a hand full of people performing some social media activities for the social media sake and the rest of the company does business as usual. Customer engagement and advocacy is not stimulated by fancy campaigns but through a trustful and mutually beneficial collaboration.Empowering Product Management to crowd source feature requirements and involve advocates in a new product launch – and empowering sales in socially engage with any customer like the top sales people on a golf course – and empowering support organizations to integrate highly experienced customers in support activities – and empowering channel teams to leverage the large distribution channels to grow awareness and the level of mentions – that all together requires a thorough social engagement strategy. The methods, models and frameworks are designed to support teams in Sales, Marketing, Support, Product Management, Human Resources/Talents, Procurement and other departments in their engagement to better collaborate with their customers and drive advocacy in their respective ecosystem. iGo2 will evaluate the appropriate methodologies to utilize in the NAB engagement based on the initial workshop and project plan. 
  • The iGo2 leadership team created methods, models, frame works for a strategic and cross functional approach to social media for business. The overall philosophy is based on these pillars: Social Media is an alternative way of doing businesses where customer and brand develop mutual benefits whereas the brand getting faster to the market with a more intense and therefor more stable customer relationship and the customer having a higher degree of influence in the long term product or service evolution and a deeper level of trust in the respective organization.Social Media can’t be successful if only a hand full of people performing some social media activities for the social media sake and the rest of the company does business as usual. Customer engagement and advocacy is not stimulated by fancy campaigns but through a trustful and mutually beneficial collaboration.Empowering Product Management to crowd source feature requirements and involve advocates in a new product launch – and empowering sales in socially engage with any customer like the top sales people on a golf course – and empowering support organizations to integrate highly experienced customers in support activities – and empowering channel teams to leverage the large distribution channels to grow awareness and the level of mentions – that all together requires a thorough social engagement strategy. The methods, models and frameworks are designed to support teams in Sales, Marketing, Support, Product Management, Human Resources/Talents, Procurement and other departments in their engagement to better collaborate with their customers and drive advocacy in their respective ecosystem. iGo2 will evaluate the appropriate methodologies to utilize in the NAB engagement based on the initial workshop and project plan. 
  • http://www.briansolis.com/2012/02/when-roi-represents-the-realization-of-influence/
  • Social Presence Model:The Social Presence Model aids brands and their teams to create a sustainable and trustful presence in the social web. Business teams have to be where their customers are. It isn’t the “legal entity represented through a logo” that needs to have a social presence, but the brand represented through their teams. The Social Presence Model is a methodical approach to present a presence in alignment with the strategy and a reflection to the market in accordance to the assessment. Changing environments, evolving technology and migrating customer groups need to be part of a presence strategy model.Social Media Planning Model: The Social Media Planning model we developed is a way to build social media initiatives that bridge the oxymoron between creating highly creative and unique initiatives while remaining to be structured in a way that even a global team can use and adopt it, manage it and ensure its alignment with a strategy. Each initiative is “wired” into the strategy and assessment with a plausibility check, even if it is the wildest and most unexpected campaign.Understanding the “anatomy of a buzz” is part of creating highly effective initiatives. Even though most programs are not necessarily fancy campaigns but more robust initiatives to create a better customer experience get faster and near real time market feedback, customer integrated product evolution (crowd sourcing) and more.Advocacy Model:Creating positive sentiments and an increasing level of conversations as well as recommendations, is the ultimate KPI (Key Performance Indicator) for a social business engagement. In today’s world the largest part of commercial decisions are so called “recommendation based purchase decisions”. Building a robust customer experience model that fuels advocacy is one of the key objective in social market engagement strategies. It goes hand in hand with having a presence strategy that empowers and inspires customers to have those conversations and an amplification strategy to amplify the content.Social media ROI calculation method:The iGo2 ROI model is a true financial ROI. The ROI model is calculating a social media ROI leveraging the above methods and principles. The ROI model takes incremental revenue from social engagement based interaction relative to the cost of those interactions. If the business is following a professional social engagement plan it can filter out accidental sales and non related purchase decisions.
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Transcript

  • 1. KINSHIP digitalSocial Media Command Center Overview
  • 2. “Big data is going to usher in an even more importantcorollary industry - big interpretation. Our problem insocial media isn’t lack of data; it’s lack of understandinghow to make that data actionable. Most big data projectsand companies are only answering half the question, atbest.”Jay Baer
  • 3. Social Media Command Center• KINSHIP• Social Media Command Center• Appendix3
  • 4. Our KINSHIP Values1. Commitment: We care deeply about our employees, our customers,our partners and our community. Our word is our commitment andwe will always act with integrity and transparency.2. Creative Passion: Dedication and devotion are at the heart of everygreat 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 thecentre of everything we do.4. Inspiration: Our greatest asset is our exceptional talent with a biasfor action. The ability to see solutions no one else sees, to dream ofinnovations no else conceives, and to create a future no one elsecan.KINSHIPplaces its mission as "building successful social enterprises" for its clients andpledges to use these values to guide that mission.@Michae1Green
  • 5. 5
  • 6. 81% of consumers using social media say its important for businesses to respond toquestions and complaints and within a reasonable amount of time.• Most social customers don’t think of themselves as social customers• Their behaviors are dynamic• Conversations sprout everywhere – Twitter, Instagram, Pinterest, Facebook• Social Customers are influential regardless of how many friends, fans andfollowers they have@Michae1Green
  • 7. A Command Center is a physical space where Governmentsand Companies coordinate to listen and engage theircitizens or market in social channels to achieve businessuse cases in marketing engagement, customer care, riskmanagement [crisis management / ORM], or operationalefficiency of coordination and contact center deflection.Jeremiah OwyangAltimiter Group@jowyang@Michae1Green
  • 8. CORE BUSINESS OBJECTIVES REMAIN THE SAME
  • 9. OPERATIONALEXCELLENCEINTERNAL(employees)EXTERNAL(customers, partners, media)THE SOCIAL BUSINESSSALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACKCOMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTIONCOLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENTPROCESSIMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACYSOCIALBRAND1243@Michae1GreenThe Stakeholder Ecosystem ValueCreation Model@armano
  • 10. Moving from Social Listening to SmartEnterprise10
  • 11. @Michae1GreenOkay, Platforms, Process, People, Use Cases
  • 12. Cross-Business Integration is Required12
  • 13. EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCECUSTOMERSERVICE• Rapid Social SupportResponse• Seamless CustomerExperience• Peer-to-Peer Crowd-sourced SupportDIGITALCOMMUNICATIONS &PR• Online ReputationManagement• Crisis Management• Proactive PR/CommsSOCIAL SALES• Sales Insights• Competitive Intelligence• Lead Response CentreDIGITAL MARKETING• Social Marketing Insights• Rapid Social MarketingResponse• Social Campaign Tracking• Social Event Management@Michae1GreenUse Case Support
  • 14. The Goal is Business Action14
  • 15. The 3 Pillars of the KINSHIP CommandCenter OperationsPLATFORMSOnline MonitoringAnalytics PlatformInternal CollaborationCommunity PlatformSocial CRM PROCESSSocial Media PoliciesTechnology IntegrationSupport, Crisis & Sales WorkflowsMeasurement Framework & RolloutGlobal & Enterprise Expansion PEOPLEBehavior ChangeCross Silo CollaborationExecutive support & ParticipationOrganisational ModelsEmployee & Partner Participation@Michae1Green
  • 16. EVALUATERESEARCH SOCIALLANDSCAPEESTABLISHA STRATEGY & TEAMEXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCELISTEN• Identify listening and CRMsoftware• Establish a social medialistening center• Determine internal &external topicsPLAN• Create plan for employeeand partner training• Process and collaborationdesign• Crisis coms andcustomers supportescalation treeENGAGE• Launch programs, eventsand campaigns• Manage internalcollaboration andcommunication projects• Expand teams andchannels globallyKinship Process Models and Frameworks• Define strategy (goals,actions, KPIs)• Identify the right teams,stakeholders and emp• Establish roles &responsibilities• Achieve buy-in from seniorleadership• Establish SocialArchitecture & ameasurement framework• Conversation andsentiment analysis• Surveys, polls andstakeholder interviews• Data mining from socialchannels• Intelligence gathering Market& Competitor)• Social Architecture Review• Identify Business UseCases and Benchmarking@Michae1GreenEngagement through Proven Models andFrameworks
  • 17. You DO NOT want ANOHER one of THESE!17
  • 18. You DO want one of these: A team with style18
  • 19. KINSHIP digital command center19
  • 20. @Michae1GreenKINSHIP Real Time 24x7 Social Command Center
  • 21. “Data is of no use if you don’t know what to do with it.2012 will see brands increasingly looking for social mediadata analysts who understand what to do with big dataand how to use it for business results.”Marc Meyer
  • 22. Kinship Digital Partnerships@Michae1Green
  • 23. @Michae1GreenAppendixAdditional information
  • 24. Social Emergency Management Framework• A holistic methodology• Embraces all structures, people and technologies• Thorough planning, practice and preparation for a crisis• In partnership with Jane Jordan-Meier 8 Phases Begins with Assessment Includes scaling & risk – phase 4 Practice strategies – phase 5 Virtual Operations Support Teams Continuous improvement loop@Michae1Green
  • 25. Evaluate the Social Landscape@Michae1GreenEVALUATERESEARCH SOCIALLANDSCAPEFour Quadrant Assessment ModelA model to efficiently assess a market or customer base from a social point of view. The firststrategic step in a social media COE is to create an assessment, learning where (on what platforms)a respective ecosystem is engaged.KINSHIP four quadrant assessment methodology includes the following groups:- Customer mapping and field assessment- Brand analysis- Partner and alliance analysis- Competition analysisThe 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 ModelThe 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 actualconversation.Conversation is the currency in social media.Once the NCP model is implemented in a company’s market engagement strategy, it provides a selfadjusting mechanism to all social initiatives.
  • 26. Establish Social Strategy & Team@Michae1GreenESTABLISHA STRATEGY & TEAMStrategy HexagonThe KINSHIP Strategy Framework for Center of Excellence. Unlike the traditional top downcorporate strategies, the social strategy framework KINSHIP leverages integrates key constituenciesof a market into the strategy development. The strategy is based on six (hexagon) core elements:- Goal & Mission- Benefits- Actions- Presence- Resources- ReportingThe strategy is based on a evidence based research assessment (see Four Quadrant AssessmentModel) and geared towards a cross functional social market engagement.Cross Functional Engagement FrameworkSocial Media is primarily a state of mind – not a campaignThe cross functional social media engagement framework provides the basis for a company widesocial business engagement. It helps structure the social media leverage within a company so thatthe teams in sales, marketing, service & support, product management, HR, procurement and allother market facing departments are able to work in a concerted manner in the interest of the brandto the benefit of the customer. The SMS Team model is based on the establishment of a SocialMedia Center of excellence.Decentralized Centralized Hub and Spoke Multiple Holistic*Organization structure models from Altimeter Group* Examples of Organizational Structures
  • 27. @Michae1Green
  • 28. @Michae1GreenEXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCESocial Presence Model Social Media Planning Model Advocacy Model Social media ROI calculationmethodThe Social Presence Modelaids brands and their teamsto create a sustainable andtrustful presence in the socialweb. Listening ensuresbusiness teams are wheretheir customers are.The Social Media Planningmodel we developed is a wayto build social mediainitiatives that bridge theoxymoron between creatinghighly creative and uniqueinitiatives while remaining tobe structured in a way thateven a global team can useand adopt it, manage it andensure its alignment with astrategy.Creating positive sentimentsand an increasing level ofconversations as well asrecommendations, is theultimate KPI (KeyPerformance Indicator) for asocial business engagement.Effectively covering paid,owned and earned initiatives.The KINSHIP ROI model is atrue financial ROI. The ROImodel takes incrementalrevenue from socialengagement basedinteraction relative to thecost of those interactions.ExecuteListen Plan Engage
  • 29. How The Center of Excellence IntegratesWithin The OrganisationSTRATEGY & USE CASE DEFINITION EXECUTION MEASUREMENTMarketing&OrganisationalReadinessTrainingPoliciesTechnologyContent PlanSocialIntegrationMeasurementFramework&ReportingCampaigns &InitiativesGeneralCommunityManagementPaid, Ownedand EarnedMediaCustomerSupportCompetitor,Market &CampaignReportingMaturity Model(CMM)BenchmarkingCustomerManagementInsightsPR andCorporateCommunications(ORM)CustomerSupportMarketing &Product/ServiceOperationsEcosystem(Partners,InfluencersIndustry)EngagementSocial Media Center of ExcellenceKnowledge Management & CMM Best Practice Sharing@Michae1GreenSales andRevenueGeneration
  • 30. 30CONTACTMichael Greenmike@kinshipdigital.com@michae1green+61 422 300 296