Thijs Sprangers - 5 P's of organising your social operation - the social conference 2012

The Social Hub5 P model for organising your social operationAmsterdam February 9th 2012 The Social Company Ontdek de kracht van het sociale web

Dell Social Media Listening Command CenterLaunched Dec 2010 (source: Mashable)

Gatorade Social Mission Control CenterLaunched Jul 2010 (source: Digital Buzz)

NVIDIA Social Media Command CenterLaunched Nov 2011 (source: NVIDIA)

What did you thinkwhen you first saw this?

I WANT THIS TOO!

What is the social hub?

Metaphore for control over the outsideworld, a base for decision making

Metaphore for overview, providing the feeling ofrisk reduction in a dangerous mission.

What is the social hub? The room where it all happens The social media team A center for experience and knowledge sharing Front door for contact with the world outside Hardware and software

Hub & Spoke model“A cross-functional team, in a centralized positionthat helps various nodes such as business units”

The 5p model for organising your social operation

Strategy Proces Platform The People Social Hub Program Position

Strategy first!• 5 p model assumes a strategy is defined• Social strategy means defining: – People Who are you targeting? – Objectives What do you want to accomplish? – Strategy How will you do that?• 5 p model assumes a company past experimental stage

ProcesPlatform People The Social Hub Program Position Education Access People Roles Hierarchy

Roles Bron: Survey of Corporate Social Strategists, Altimeter Group, November 2010

Roles Role Tasks and responsibilities › Social media manager BU responsibility, contact person for the project phase. (business unit level) Operational responsibility (provisional sub task)After project › Web care agents Actively manages central web care and informs business units. phase › Social media manager Supports label managers, supervises cooperation. (central) Supervises implementation and strategy updates. Gathers data, reports and shares trends and insights. › Social media analyst Central role in monitoring and reporting. Ultimate responsibility for timing and quality of project › Programme managerDuring project results. Overall project coordination. phase Responsible for project performance, knowledge transfer › Project managers & experts and project results. Decision making, verifies project results. Supervises › Social Media Board cooperation between BU’s, corpcom and recruitment Source: KREM The Social Company

Organisation Board Corporate Corporate Corporate ICT Recruitment Strategy Finance Communications Social Hub Business units Source: KREM The Social Company

Hierarchy• Being part of the social hub is an exciting and inspirational job• But also a vulnerable and demanding job• Who is responsible for the team?• The team needs a sponsor that can protect them and create conditions to help it get result• Unsponsored teams tend to float … and can eventually sink Source: KREM The Social Company

Education• Training the team • Training the company – Tooling – Basics of social – Engagement – Code of conduct – Product knowledge – Inspiration sessions – Safety – Best practice sharing – Crisis – Learning center – Code of engagement

What’s in a name• “Code of conduct”• “Social media policy”• “Social media guidelines” Source : Department of Justice, Victoria , Australia

ProcessPlatform People The Social Hub Programme Position Ecosystem Tooling Platform Outposts Community

Ecosystem Source: Telligent

Ecosystem Source: KREM The Social Company

Managed outposts

Community

Landscape of monitoring tools Source: KREM The Social Company

Radian 6 Monitoring Engagement Twitter/Facebook Workflow

Wildfire• Full shot Campaign management Reporting “CMS” Facebook page

ProcessPlatform People The Social Hub Programme Position Branding Organisation Position Culture Location

Branding Source: http://www.flickr.com/photos/marketingfacts

Culture Source: Vodafone

Organisation Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

Scalable organisation Beginner/ Formalized/ Mature/ Experimental Intermediate AdvancedAverage Total $66.000 $1.002.000 $1.364.000BudgetAverage Team 3,1 8,2 20,8Size Centralized Hub & Spoke Hub and SpokeOrganizationalModel 37% 49% 44% Source : Survey of Corporate Social Strategists, Altimeter Group, November 2010

Organisation Stakeholders Board (mixed) Social Media Operation Policy Alignment

ProcesPlatform People The Social Hub Program Position Content Planning Program Online events Offline events

Planning Proces: Proces: People: Proces: People: + social buiness analist Positioning: People: + webcare + social marketeer Positioning: Programme: Platform: Proces: Positioning: Programme: Platform: People: social media manager Programme: Positioning: Platform: Programme: : Business development Platform Business as usual FOUNDATION TACTIC INTEGRATED > SOCIALNow Q1 2012 Q4 2012 Q4 2014 test test test test

Contentplan

Online event

Offline event

ProcesPlatform People The Social Hub Program Position Workflow Monitoring Proces Reporting Social CRM

Workflow engagement Source : David Arrmano (Edelman)

Workflow Source: KREM The Social Company

Social Impact Model IMPACT ACTION ENGAGEMENT INFLUENCE REACH

Social Impact Model “I’m listening to you…” REACH Fans, Friends, Subscriptions,Followers, Listed, Visi tors, Views, …

Social Impact Model “I’m listening “I’m talking to you…” about you…” REACH INFLUENCE Fans, Friends, Share of Conversation, Subscriptions, Top influencers,Followers, Listed, Visi Sentiment analysis, tors, Views, … Share of Voice, Net Promoter Score, Advocates, …

Social Impact Model “I’m listening “I’m talking “I’m talking to you…” about you…” with you…” REACH INFLUENCE ENGAGEMENT Fans, Friends, Share of Conversation, Shares, Likes, Comments, Subscriptions, Top influencers, Conversations, Time onFollowers, Listed, Visi Sentiment analysis, Site, Pages/Visit, tors, Views, … Share of Voice, Check- Net Promoter Score, in, Replies, @mentions, D Advocates, … M’s, RT ’s, …

Social Impact Model “I’m listening “I’m talking “I’m talking “I’m doing to you…” about you…” with you…” something for you…” REACH INFLUENCE ENGAGEMENT ACTION Fans, Friends, Share of Conversation, Shares, Likes, Comments, Net new followers, Net Subscriptions, Top influencers, Conversations, Time on newFollowers, Listed, Visi Sentiment analysis, Site, Pages/Visit, customers, Leads, Orders tors, Views, … Share of Voice, Check-in, Replies, , Downloads, Newsletter Net Promoter Score, @mentions, DM’s, subscriptions, Ideas Advocates, … RT ’s, … generated, …

Social Impact Model “I’m listening “I’m talking “I’m talking “I’m doing “I’m adding value to to you…” about you…” with you…” something for your business…” you…” REACH INFLUENCE ENGAGEMENT ACTION IMPACT Fans, Friends, Share of Conversation, Shares, Likes, Comments, Net new followers, Net Cost-savings, Subscriptions, Top influencers, Conversations, Time on new customers, Leads, Insights,Followers, Listed, Visi Sentiment analysis, Site, Pages/Visit, Orders, Downloads, Revenue, tors, Views, … Share of Voice, Check-in, Replies, Newsletter subscriptions, Brand Value, Net Promoter Score, @mentions, DM’s, Ideas generated, … ROI, … Advocates, … RT ’s, …

Social Impact Model “I’m listening “I’m talking “I’m talking “I’m doing “I’m adding value to to you…” about you…” with you…” something for your business…” you…” REACH INFLUENCE ENGAGEMENT ACTION IMPACT Fans, Friends, Share of Conversation, Shares, Likes, Comments, Net new followers, Net Cost-savings, Subscriptions, Top influencers, Conversations, Time on new customers, Leads, Insights,Followers, Listed, Visi Sentiment analysis, Site, Pages/Visit, Orders, Downloads, Revenue, tors, Views, … Share of Voice, Check- Newsletter subscriptions, Brand Value, Net Promoter Score, in, Replies, @mentions, D Ideas generated, … ROI, … Advocates, … M’s, RT ’s, …

Reporting metrics Twitter Facebook Website Linked In YouTube # tweets # posts # posts # updates # uploads REACH # followers # fans # (unique) visitors # following # channel subscribers“I’m listening to you…" # listed # subscribed # visits # page views # video views # 2nd degree reach total reach # visitors # embedded videos # @mentions people talk about backlinks # groups share of conversation INFLUENCE Top 10 influencers Top 10 influencers search keywords # group reactions likes vs dislikes"I’m talking hashtag cloud hashtag cloud page rank # (ex) employees tone of commentsabout you…" share of conversation share of conversation share of conversation share of voice share of voice top influencers # retweets like time on site # likes # likes / dislikesENGAGEMENT # @-replies # shares pages / visit # shares # comments "I’m talking with you…" # favorited # comments # returning visitors # comments # favorited # conversaties # engaged users in site searches # endorsements # click-throughs # click-throughs # RSVPs (inschrijvingen) # web visits via LinkedIn # web visits via YouTube ACTION behavior on website behavior on website # subsribers newsletter behavior on website behavior on website "I’m doingsomething for … … # downloads # contact employees … you…" # contact/lead forms # promotional clicks … # sollicits Avg. order value, Avg. items per order, Avg. time between orders, Customer lifetime value, # cancelled orders, # returned items, # orders per customer, IMPACT revenue, conversion %, # helpdesk calls, respons-time, # ideas generated, brand value, … "I’m addingvalue to your business…"

Social CRM - 2015 The ultimate CRM data:The clients social profiles

What if the 5 p’sare not balanced?

Strategy Proces Platform The People Social Hub Program Position

The 5p model:getting ready for social business

Is your operation ready?

Questions?Thijs SprangersPartner KREM020-6811500/06 - 24688439www.twitter.com/thijs_sprangerswww.linkedin.com/sprangersthijs.sprangers@krem.nlwww.twitter.com/kremsocialwww.krem.nl

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Thijs Sprangers - 5 P's of organising your social operation - the social conference 2012

by KREM on Feb 09, 2012

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