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 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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  • 1. #SocialScaleFrom One to a Million:Managing Social Media at ScaleDave Fleet – Senior Vice President, Digital, Edelman
  • 2. #SocialScale
  • 3. What if…
  • 4. …this...
  • 5. ...became this...
  • 6. ...became this...
  • 7. ...became this?
  • 8. What if this...
  • 9. ...became this?
  • 10. What if this...
  • 11. Became this?
  • 12. What if... 10,000 @replies/week
  • 13. What if... 30,000 Facebook comments/week
  • 14. Everything Changes.We’re not just blogging in the basement any more.
  • 15. 1. Structure for scale2. Managing large communities3. Content planning at scale4. Measurement for insights
  • 16. StructureBuilding a foundation for scale
  • 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. 1. Core Team STRUCTURE
  • 19. 2. Core/Local Hybrid STRUCTURE
  • 20. 3. Core/Regional/Local Hybrid STRUCTURE
  • 21. Factors in the decision STRUCTURE • Objectives • Business Structure • Scale of Operations • Business Culture • Resources
  • 22. Community ManagementFrom 1:1 to 1:1,000,000
  • 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. “The Norms” COMMUNITY
  • 25. 1. Moderate to deal with trolls COMMUNITY
  • 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. 3. Recognize you can’t talk to everyone COMMUNITY Source: David Armano, Edelman 2011, edelmandigital.com
  • 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. 5. Help customers to help customers COMMUNITY
  • 30. 6. Build an army of advocates COMMUNITY Public Target Audience Customers Advocates You
  • 31. 6. Know your customer COMMUNITY Platforms Behaviours Technology Demographics
  • 32. Content StrategyShiny!!!
  • 33. Challenges CONTENT Source: Timo Elliott
  • 34. 1. Know your objectives CONTENT
  • 35. Objectives: A quick refresher CONTENT Business Objectives Social Media Goals Program Objectives StrategySource: Dave Fleet TacticsEdelman 2012, edelman.ca
  • 36. 2. Know your channels CONTENT 1. Demographics 2. Psychographics 3. Reactions 4. Global differences
  • 37. 3. Execute with rigor • Optimize volume • Balance business outcomes with engagement • Determine the format mix
  • 38. MeasurementThe eternal (?) challenge
  • 39. Measurement IS a challenge for many MEASUREMENT
  • 40. 1. Focus on the right things MEASUREMENT
  • 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. 3. Know what the numbers mean MEASUREMENT “Right now you may only reach 16% of your fans each week.”
  • 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. 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. Questions? Dave Fleet, SVP, Edelman Dave.Fleet [at] edelman.com | Edelman.caEdelman.ca