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Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
Resource Planning for Social Media Marketing  - EBriks Infotech
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

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Resource Planning for Social Media Marketing - EBriks Infotech

Resource Planning for Social Media Marketing - EBriks Infotech

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

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