Resource Planning Considerations for
Social Media
I said I would talk about
• How many people should you hire and what roles should
they have?
• What business processes do ...
That is too much to cover in detail
3
4
Why do we care?
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology*
5
* Forrester, The Growth Of Social Technolo...
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit...
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit...
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit...
It’s changing your customers expectations
9
93% OF SOCIAL MEDIA USERS
BELIEVE A COMPANY SHOULD HAVE
A PRESENCE IN SOCIAL MEDIA
10
CONE, BUSINESS IN SOCIAL MEDIA STUDY...
85% BELIEVE THAT A COMPANY
SHOULD GO FURTHER AND ALSO
INTERACT WITH ITS CUSTOMERS
11
CONE, BUSINESS IN SOCIAL MEDIA STUDY,...
You should know it’s not media
12
13
It’s communication
Every department uses communication
14
But, I’m going to focus on marketing
15
Specifically I’ll discuss
• Staffing
16
Specifically I’ll discuss
• Staffing
• Business Processes
17
Specifically I’ll discuss
• Staffing
• Business Processes
• Technology
18
Specifically I’ll discuss
• Staffing
• Business Processes
• Technology
• Measurement and Decision Making
19
Specifically I’ll discuss
• Staffing
• Business Processes
• Technology
• Measurement and Decision Making
20
21
Staffing
How are the top brands staffed?
22
How are the top brands staffed?
• 11 channels
• 6 people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report...
How are the top brands staffed?
• 11 channels
–35 Twitter accounts
• 22+ people
Source: http://www.engagementdb.com/downlo...
How are the top brands staffed?
• 10 channels
– 6 yr. old community with 1.7
MM users
• 35 people
Source: http://www.engag...
How are the top brands staffed?
• 9+ channels
• 1,400+ people
Source: http://twitter.com/TWELPFORCE/status/3451116686
What return are they seeing?
27
What return are they seeing?
• Activity x Channels = Engagement
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb...
What return are they seeing?
1. Mavens
– High activity, many channels
2. Butterflies
– Low activity, many channels
3. Sele...
What return are they seeing?
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
Example Structure
31
Example Structure
32
Example Structure
33
Doers
Managers
Director
Leadership CMO/VP
Program
Director
Social
Networking
Social
Indexing
Blogging...
Example Structure
34
Doers
Managers
Director
Leadership CMO/VP
Program
Director
Social
Networking
Social
Indexing
Blogging...
Example Structure
35
Doers
Managers
Director
Leadership CMO/VP
Program
Director
Social
Networking
Social
Indexing
Blogging...
Example Structure
36
Doers
Managers
Director
Leadership CMO/VP
Program
Director
Social
Networking
Social
Indexing
Blogging...
37
Business Processes
Operational Models
38
Operational Models
39
Call Center Model
Dedicated staff exclusively focused on social communication
Operational Models
40
Call Center Model
Pros Cons
• Focused staff
• Can be outsourced
• Highly scalable
• Relationship seg...
Operational Models
41
Hub and Spoke Model
Monitoring
Team
Marketing Support
Sales Product
Operational Models
42
Hub and Spoke Model
Pros Cons
• Uses existing staff
• Improves the relationship
customers, partners,...
Operational Models
• It’s not necessarily about hiring new people, it’s
reconsidering what they’re doing.
43
Operational Models
• It’s not necessarily about hiring new people, it’s
reconsidering what they’re doing.
• It’s not about...
Common Processes
45
Common Processes
• Publishing
46
Common Processes
• Publishing
• Response
47
Common Processes
• Publishing
• Response
• Outreach
48
Common Processes
• Publishing
• Response
• Outreach
• Networking
49
Common Processes
• Publishing
• Response
• Outreach
• Networking
• Monitoring
50
Common Processes
• Publishing
• Response
• Outreach
• Networking
• Monitoring
• Governance
51
Example Workflow
52
Example Workflow
53
56
Technology
Types of Tools
57
Types of Tools
Monitoring
• Aggregation
• Filtering/Sorting
• NLP
• Analysis
58
Types of Tools
Measurement
• Collection
• Processing
• Visualization
59
Types of Tools
Relationship
Management
• Contacts
• Context
60
Types of Tools
Workflow
• Delegation
• Supervision
• Coordination
61
Types of Tools
Publishing
• Editing
• Storage
• Delivery
62
Example Configuration
63
Example Configuration
64
65
Measurement &
Decision Making
High-Level KPIs
High-Level KPIs
Mentions
67
High-Level KPIs
68
Mentions
Traffic
High-Level KPIs
69
Mentions
Conversions
Traffic
High-Level KPIs
70
Mentions
Conversions
Traffic
Leads
High-Level KPIs
71
Mentions
Conversions
Opps
Traffic
Leads
High-Level KPIs
72
Mentions
Conversions
Opps
Traffic
Leads
Sales
High-Level KPIs
73
Mentions
Conversions
Opps
Traffic
Leads
Sales
Channel Health Indicators
74
Channel Health Indicators
75
Channel Health Indicators
76
• It goes much deeper
– Group behavior
– Social dynamics
Property Health Indicators
77
Property Health Indicators
78
Example Decision Making
79
Example Decision Making
• Measure which messages on which channels deliver value
80
Example Decision Making
• Measure which messages on which channels deliver value
• Requires an integration between social ...
Example Decision Making
82
Mentions ConversionsTraffic
Thank you!
83
Resource Planning for Social Media Marketing - EBriks Infotech
Resource Planning for Social Media Marketing - EBriks Infotech
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Resource Planning for Social Media Marketing - EBriks Infotech

  1. 1. Resource Planning Considerations for Social Media
  2. 2. I said I would talk about • How many people should you hire and what roles should they have? • What business processes do you need to manage the program? • What are the KPIs you need to look at and how do you troubleshoot when they are off from goal? • What technologies do you need and what does it take to get them in place? • What specific metrics should you use to validate social media projects and determine future investment? 2
  3. 3. That is too much to cover in detail 3
  4. 4. 4 Why do we care?
  5. 5. Social Media Usage is Exploding • 3 out of 4 Americans use social technology* 5 * Forrester, The Growth Of Social Technology Adoption, 2008
  6. 6. Social Media Usage is Exploding • 3 out of 4 Americans use social technology • 2/3 of the global internet population visit social networks* 6 * Nielsen, Global Faces & Networked Places, 2009
  7. 7. Social Media Usage is Exploding • 3 out of 4 Americans use social technology • 2/3 of the global internet population visit social networks • Visiting social sites is ahead of personal email as the 4th most popular online activity* 7 * Nielsen, Global Faces & Networked Places, 2009
  8. 8. Social Media Usage is Exploding • 3 out of 4 Americans use social technology • 2/3 of the global internet population visit social networks • Visiting social sites is ahead of personal email as the 4th most popular online activity • And, it’s growing at 3X the rate of the overall Internet* 8 * Nielsen, Global Faces & Networked Places, 2009
  9. 9. It’s changing your customers expectations 9
  10. 10. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA 10 CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
  11. 11. 85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS 11 CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
  12. 12. You should know it’s not media 12
  13. 13. 13 It’s communication
  14. 14. Every department uses communication 14
  15. 15. But, I’m going to focus on marketing 15
  16. 16. Specifically I’ll discuss • Staffing 16
  17. 17. Specifically I’ll discuss • Staffing • Business Processes 17
  18. 18. Specifically I’ll discuss • Staffing • Business Processes • Technology 18
  19. 19. Specifically I’ll discuss • Staffing • Business Processes • Technology • Measurement and Decision Making 19
  20. 20. Specifically I’ll discuss • Staffing • Business Processes • Technology • Measurement and Decision Making 20
  21. 21. 21 Staffing
  22. 22. How are the top brands staffed? 22
  23. 23. How are the top brands staffed? • 11 channels • 6 people Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  24. 24. How are the top brands staffed? • 11 channels –35 Twitter accounts • 22+ people Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf and http://www.dell.com/twitter
  25. 25. How are the top brands staffed? • 10 channels – 6 yr. old community with 1.7 MM users • 35 people Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  26. 26. How are the top brands staffed? • 9+ channels • 1,400+ people Source: http://twitter.com/TWELPFORCE/status/3451116686
  27. 27. What return are they seeing? 27
  28. 28. What return are they seeing? • Activity x Channels = Engagement Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  29. 29. What return are they seeing? 1. Mavens – High activity, many channels 2. Butterflies – Low activity, many channels 3. Selectives – High activity, few channels 4. Wallflowers – Low activity, few channels Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  30. 30. What return are they seeing? Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
  31. 31. Example Structure 31
  32. 32. Example Structure 32
  33. 33. Example Structure 33 Doers Managers Director Leadership CMO/VP Program Director Social Networking Social Indexing Blogging Monitoring Measurement Networkers Indexers Bloggers Monitors Analysts
  34. 34. Example Structure 34 Doers Managers Director Leadership CMO/VP Program Director Social Networking Social Indexing Blogging Monitoring Measurement Networkers Indexers Bloggers Monitors Analysts Smaller programs either won’t need this layer or will have fewer in it
  35. 35. Example Structure 35 Doers Managers Director Leadership CMO/VP Program Director Social Networking Social Indexing Blogging Monitoring Measurement Networkers Indexers Bloggers Monitors Analysts You may need more or less people depending how many channels you’re in.
  36. 36. Example Structure 36 Doers Managers Director Leadership CMO/VP Program Director Social Networking Social Indexing Blogging Monitoring Measurement Networkers Indexers Bloggers Monitors Analysts Supporting roles scale with channel staff
  37. 37. 37 Business Processes
  38. 38. Operational Models 38
  39. 39. Operational Models 39 Call Center Model Dedicated staff exclusively focused on social communication
  40. 40. Operational Models 40 Call Center Model Pros Cons • Focused staff • Can be outsourced • Highly scalable • Relationship segregation • Requires additional staff
  41. 41. Operational Models 41 Hub and Spoke Model Monitoring Team Marketing Support Sales Product
  42. 42. Operational Models 42 Hub and Spoke Model Pros Cons • Uses existing staff • Improves the relationship customers, partners, media, and others with core staff • Staff is “plugged in” • Can be a distraction from key priorities • Response times can be slow • May not be able to support volume for large brands
  43. 43. Operational Models • It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. 43
  44. 44. Operational Models • It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. • It’s not about eliminating conversation, it’s about generating more activity. Remember, it’s the Mavens that see financial performance gains. 44
  45. 45. Common Processes 45
  46. 46. Common Processes • Publishing 46
  47. 47. Common Processes • Publishing • Response 47
  48. 48. Common Processes • Publishing • Response • Outreach 48
  49. 49. Common Processes • Publishing • Response • Outreach • Networking 49
  50. 50. Common Processes • Publishing • Response • Outreach • Networking • Monitoring 50
  51. 51. Common Processes • Publishing • Response • Outreach • Networking • Monitoring • Governance 51
  52. 52. Example Workflow 52
  53. 53. Example Workflow 53
  54. 54. 56 Technology
  55. 55. Types of Tools 57
  56. 56. Types of Tools Monitoring • Aggregation • Filtering/Sorting • NLP • Analysis 58
  57. 57. Types of Tools Measurement • Collection • Processing • Visualization 59
  58. 58. Types of Tools Relationship Management • Contacts • Context 60
  59. 59. Types of Tools Workflow • Delegation • Supervision • Coordination 61
  60. 60. Types of Tools Publishing • Editing • Storage • Delivery 62
  61. 61. Example Configuration 63
  62. 62. Example Configuration 64
  63. 63. 65 Measurement & Decision Making
  64. 64. High-Level KPIs
  65. 65. High-Level KPIs Mentions 67
  66. 66. High-Level KPIs 68 Mentions Traffic
  67. 67. High-Level KPIs 69 Mentions Conversions Traffic
  68. 68. High-Level KPIs 70 Mentions Conversions Traffic Leads
  69. 69. High-Level KPIs 71 Mentions Conversions Opps Traffic Leads
  70. 70. High-Level KPIs 72 Mentions Conversions Opps Traffic Leads Sales
  71. 71. High-Level KPIs 73 Mentions Conversions Opps Traffic Leads Sales
  72. 72. Channel Health Indicators 74
  73. 73. Channel Health Indicators 75
  74. 74. Channel Health Indicators 76 • It goes much deeper – Group behavior – Social dynamics
  75. 75. Property Health Indicators 77
  76. 76. Property Health Indicators 78
  77. 77. Example Decision Making 79
  78. 78. Example Decision Making • Measure which messages on which channels deliver value 80
  79. 79. Example Decision Making • Measure which messages on which channels deliver value • Requires an integration between social media monitoring and analytics to close the loop 81
  80. 80. Example Decision Making 82 Mentions ConversionsTraffic
  81. 81. Thank you! 83
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