#SocialScaleFrom One to a Million:Managing Social Media at ScaleDave Fleet – Senior Vice President, Digital, Edelman
#SocialScale
What if…
…this...
...became this...
...became this...
...became this?
What if this...
...became this?
What if this...
Became this?
What if...        10,000             @replies/week
What if...        30,000       Facebook comments/week
Everything Changes.We’re not just blogging in the basement any more.
1.   Structure for scale2.   Managing large communities3.   Content planning at scale4.   Measurement for insights
StructureBuilding a foundation for scale
Challenges                                                                   STRUCTURE •   Centralize vs Decentralize •   ...
1. Core Team               STRUCTURE
2. Core/Local Hybrid                       STRUCTURE
3. Core/Regional/Local Hybrid                                STRUCTURE
Factors in the decision                          STRUCTURE • Objectives • Business Structure • Scale of Operations • Busin...
Community ManagementFrom 1:1 to 1:1,000,000
Challenges                                                  COMMUNITY • Scaling 1:1 interactions • Maintaining a focus on ...
“The Norms”              COMMUNITY
1. Moderate to deal with trolls                                  COMMUNITY
2. Embrace proactiveness                                                    COMMUNITY• Help people before they need help• ...
3. Recognize you can’t talk to everyone                                                              COMMUNITY            ...
4. Respond publicly when possible                                    COMMUNITY• The Internet doesn’t forget• Others see yo...
5. Help customers to help customers                                      COMMUNITY
6. Build an army of advocates                                  COMMUNITY                    Public                Target A...
6. Know your customer                        COMMUNITY         Platforms         Behaviours         Technology         Dem...
Content StrategyShiny!!!
Challenges                                    CONTENT             Source: Timo Elliott
1. Know your objectives                          CONTENT
Objectives: A quick refresher                                          CONTENT                            Business        ...
2. Know your channels                                 CONTENT         1. Demographics         2. Psychographics         3....
3. Execute with rigor  • Optimize volume  • Balance business outcomes with engagement  • Determine the format mix
MeasurementThe eternal (?) challenge
Measurement IS a challenge for many                                      MEASUREMENT
1. Focus on the right things                               MEASUREMENT
2. Connect metrics with objectives                                                         MEASUREMENT                    ...
3. Know what the numbers mean                                        MEASUREMENT               “Right now you may         ...
4. Generate and drive insights                                                    MEASUREMENT                         BUIL...
5. Full-program measurement                                                                                              M...
Questions?             Dave Fleet, SVP, Edelman             Dave.Fleet [at] edelman.com | Edelman.caEdelman.ca
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From One to a Million: Managing Social Media at Scale

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What if you had to re-examine your assumptions around social media? What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? What if you had to manage dozens or hundreds of properties, and millions of fans? What would change?

This presentation looks at four challenging areas for companies engaging in social media at large scale - structure, community management, content and measurement - and offers tips on how to approach each of these at scale.

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From One to a Million: Managing Social Media at Scale

  1. 1. #SocialScaleFrom One to a Million:Managing Social Media at ScaleDave Fleet – Senior Vice President, Digital, Edelman
  2. 2. #SocialScale
  3. 3. What if…
  4. 4. …this...
  5. 5. ...became this...
  6. 6. ...became this...
  7. 7. ...became this?
  8. 8. What if this...
  9. 9. ...became this?
  10. 10. What if this...
  11. 11. Became this?
  12. 12. What if... 10,000 @replies/week
  13. 13. What if... 30,000 Facebook comments/week
  14. 14. Everything Changes.We’re not just blogging in the basement any more.
  15. 15. 1. Structure for scale2. Managing large communities3. Content planning at scale4. Measurement for insights
  16. 16. StructureBuilding a foundation for scale
  17. 17. Challenges STRUCTURE • Centralize vs Decentralize • Corporate vs Business Unit • Consistency vs Variation • Specialized Software vs Large suites • Enterprise Deployment vs Organic Growth • Individual Disruptors vs Established Program Managers Source: Altimeter Group, 2013
  18. 18. 1. Core Team STRUCTURE
  19. 19. 2. Core/Local Hybrid STRUCTURE
  20. 20. 3. Core/Regional/Local Hybrid STRUCTURE
  21. 21. Factors in the decision STRUCTURE • Objectives • Business Structure • Scale of Operations • Business Culture • Resources
  22. 22. Community ManagementFrom 1:1 to 1:1,000,000
  23. 23. Challenges COMMUNITY • Scaling 1:1 interactions • Maintaining a focus on relationships • Avoiding becoming a social media call centre • Filtering the signal from the noise
  24. 24. “The Norms” COMMUNITY
  25. 25. 1. Moderate to deal with trolls COMMUNITY
  26. 26. 2. Embrace proactiveness COMMUNITY• Help people before they need help• Win the search battle• Dive into your analytics and identify new needs to solve
  27. 27. 3. Recognize you can’t talk to everyone COMMUNITY Source: David Armano, Edelman 2011, edelmandigital.com
  28. 28. 4. Respond publicly when possible COMMUNITY• The Internet doesn’t forget• Others see you responding• Help others with the same issue• REMEMBER: There are exceptions
  29. 29. 5. Help customers to help customers COMMUNITY
  30. 30. 6. Build an army of advocates COMMUNITY Public Target Audience Customers Advocates You
  31. 31. 6. Know your customer COMMUNITY Platforms Behaviours Technology Demographics
  32. 32. Content StrategyShiny!!!
  33. 33. Challenges CONTENT Source: Timo Elliott
  34. 34. 1. Know your objectives CONTENT
  35. 35. Objectives: A quick refresher CONTENT Business Objectives Social Media Goals Program Objectives StrategySource: Dave Fleet TacticsEdelman 2012, edelman.ca
  36. 36. 2. Know your channels CONTENT 1. Demographics 2. Psychographics 3. Reactions 4. Global differences
  37. 37. 3. Execute with rigor • Optimize volume • Balance business outcomes with engagement • Determine the format mix
  38. 38. MeasurementThe eternal (?) challenge
  39. 39. Measurement IS a challenge for many MEASUREMENT
  40. 40. 1. Focus on the right things MEASUREMENT
  41. 41. 2. Connect metrics with objectives MEASUREMENT Key Performance Business Objective Indicator (KPI) Conversation Reach Foster Dialog Share of Voice Active Advocates Promote Advocacy Advocate Influence Resolution Rate Facilitate Support Resolution Time Topic Trends Spur Innovation Idea Impact
  42. 42. 3. Know what the numbers mean MEASUREMENT “Right now you may only reach 16% of your fans each week.”
  43. 43. 4. Generate and drive insights MEASUREMENT BUILDS ON EXISTING COMMUNITY EQUITY ACTIVE ACTIVE CAMPAIGN CAMPAIGN SPIKE SPIKE ABANDONMENT VALLEY MANAGED COMMUNITY CONSUMER CONVERSATIONS
  44. 44. 5. Full-program measurement MEASUREMENT Business Objectives Measurable Insight-fueled Results Course correction objectives plans measurement Strategy Planning Execution Assessment Source: Dave Fleet Edelman 2012, edelman.ca
  45. 45. Questions? Dave Fleet, SVP, Edelman Dave.Fleet [at] edelman.com | Edelman.caEdelman.ca
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