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#SocialScale
From One to a Million:
Managing Social Media at Scale
Dave 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 scale
2.   Managing large communities
3.   Content planning at scale
4.   Measurement for insights
Structure
Building a foundation for scale
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
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
 • Business Culture
 • Resources
Community Management
From 1:1 to 1:1,000,000
Challenges




                                                  COMMUNITY
 • Scaling 1:1 interactions

 • Maintaining a focus on relationships

 • Avoiding becoming a social media call centre

 • Filtering the signal from the noise
“The Norms”




              COMMUNITY
1. Moderate to deal with trolls




                                  COMMUNITY
2. Embrace proactiveness




                                                    COMMUNITY
• Help people before they need help

• Win the search battle

• Dive into your analytics and identify new needs
  to solve
3. Recognize you can’t talk to everyone




                                                              COMMUNITY
                           Source: David Armano,
                           Edelman 2011, edelmandigital.com
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
5. Help customers to help customers




                                      COMMUNITY
6. Build an army of advocates




                                  COMMUNITY
                    Public

                Target Audience

                  Customers

                  Advocates


                     You
6. Know your customer




                        COMMUNITY
         Platforms
         Behaviours
         Technology
         Demographics
Content Strategy
Shiny!!!
Challenges




                                    CONTENT
             Source: Timo Elliott
1. Know your objectives




                          CONTENT
Objectives: A quick refresher




                                          CONTENT
                            Business
                            Objectives


                           Social Media
                              Goals



                             Program
                            Objectives




                             Strategy




Source: Dave Fleet           Tactics
Edelman 2012, edelman.ca
2. Know your channels




                                 CONTENT
         1. Demographics
         2. Psychographics
         3. Reactions
         4. Global differences
3. Execute with rigor



  • Optimize volume

  • Balance business outcomes with engagement

  • Determine the format mix
Measurement
The eternal (?) challenge
Measurement IS a challenge for many




                                      MEASUREMENT
1. Focus on the right things




                               MEASUREMENT
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
3. Know what the numbers mean




                                        MEASUREMENT
               “Right now you may
               only reach 16% of your
               fans each week.”
4. Generate and drive insights




                                                    MEASUREMENT
                         BUILDS ON
                         EXISTING
                         COMMUNITY
                         EQUITY




    ACTIVE                                ACTIVE
   CAMPAIGN                              CAMPAIGN
     SPIKE                                 SPIKE
                    ABANDONMENT VALLEY
              MANAGED COMMUNITY



              CONSUMER CONVERSATIONS
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
Questions?
             Dave Fleet, SVP, Edelman
             Dave.Fleet [at] edelman.com | Edelman.ca




Edelman.ca

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