Social Media Stakeholders

Social Media Stakeholders in a Medium-Large Company: Traditional vs. Social Media Processes and Data + Social Media Involvement Laura Lippay Director of Technical Marketing, Yahoo Inc.

Overview Several parts of the organization can touch social media from Customer Care to Sales to SEO and many more. Depending on how the organization is set up, one person may wear several hats. For example one person may be in charge of Customer Care, PR, Marketing Research and Marketing, or one person might manage the Product, Sales, and Blogging. This document breaks down stakeholders’ traditional processes and compares them to opportunities within social media. In many cases social media processes, data and opportunities may overlap between different stakeholders. Community Manager roles are not mentioned here, since they are a different type of role, but it is safe to say Community Managers could incorporate many, if not most of the stakeholders’ roles mentioned in this paper. This document also looks at the typical involvement for each stakeholder in social networks – what to listen for and how to take action. This document is the result of interviewing people in several business units across Yahoo!, and walking through over a dozen demos of social media listening platforms and use cases from third party vendors. It is written from a marketers’ point of view, so may not include all of the traditional processes that non-marketing stakeholders employ, but an attempt was made to come as close as possible to each stakeholder’s core traditional processes, metrics , and benefits of involvement in social networks.

Marketing Research and/or Brand Marketing Research: This is the person or team who is responsible for conducing market research. Brand: This is the person or team who is responsible for managing the brand Engagement w/ targets online Usually no engagement with online community, unless these groups are involved in marketing execution. TRADITIONAL VS. SOCIAL MEDIA PROCESS & METRICS Listening to conversations about brands online helps determine the intricate differences and sentiments between your brand and your competitors’ brands in the eyes of your target markets. It helps to define your brand strategy, messaging, and online areas of involvement using a large online sampling (the internet), and in real time. Measurements can be on any topics (brand names, products, features, people, ideas, etc) and can be pulled at any time. traditional data gathering traditional types of metrics Survey-based feedback Global and/or local brand health, awareness, Focus group feedback attributes, etc Top global and/or local brands Target market needs, sentiment, etc. social media data gathering social media types of metrics Typically aggregated from online (and sometimes Define any topics (brand names, products, features, offline) sources people, etc) to measure Real time data collection, accessible anytime Determine topic (brand, product, feature, people, etc) Based on online conversations (and sometimes sentiment/satisfaction over time offline), rather than survey samples Determine topic (brand, product, feature, people, etc) popularity Could provide target market needs, sentiment, etc + brand health, awareness, sentiment, etc Potentially less detailed solicited data like "likelihood to...”* May not be able to provide retention, engagement, conversion, time spent & visit metrics SOCIAL MEDIA INVOLVEMENT listen take action Sentiment/brand health Guide marketing strategies based on brand health & Brand awareness/ popularity target market data Brand commitment/ advocacy Help guide messaging in campaign strategies (Same measurements online for competitor brands) Prioritize marketing investment in various markets Alert business owners to issues, topics, or feedback RELATED RESOURCES As Media Brands Build Their Own Communities, They Must Evolve Their Business Model

Marketing This is the person or team who is responsible for marketing strategy and execution. May overlap with responsibilities of Marketing Research and/or Brand roles. Engagement w/ targets online Marketing is usually a key player in engaging with targets in social spaces on- and offline TRADITIONAL VS. SOCIAL MEDIA PROCESS & METRICS Listening to conversations about product sentiment, competitor sentiment, and industry needs/wants online allows marketers to define targeted messages to reach the right people in the right places at the right time and shape consumer sentiment. Knowing who the influencers are online also allows marketers to engage with those people to influence their brand sentiment, and increase their engagement and advocacy, while relaying that out to others, creating a larger reach for the product or brand. Social networks can also be used to promote products, services and features, in an effort to drive links and traffic back to the site. More links can also increase search engine rankings which, in turn, can drive even more traffic. traditional data gathering traditional types of metrics Survey-based target market data Global and/or local brand health, awareness, Focus group feedback attributes, etc Top global and/or local brands Target market needs, sentiment, etc. social media data gathering social media types of metrics Typically aggregated from online (and sometimes Share of conversation offline) sources Define any topics (brand names, products, features, Real time data collection, accessible anytime people, etc) to measure Based on online conversations (and sometimes Determine topic (brand, product, feature, people, etc) offline), rather than survey samples sentiment/satisfaction over time Determine topic (brand, product, feature, people, etc) popularity Could provide target market needs, sentiment, etc + brand health, awareness, sentiment, etc Potentially less detailed data like "likelihood to...”* May not be able to provide retention, engagement, conversion, time spent & visit metrics SOCIAL MEDIA INVOLVEMENT listen take action What consumers want/need in the industry Define specific product messaging based on Consumer sentiment about current products/brand consumer sentiment, needs and wants. Consumer sentiment about competitive Create entire campaign strategies based on products/brand consumer sentiment, needs and wants. Needs & sentiment across different industries, Reach out to influencers in target markets to "make markets, demos friends" and create evangelists for the brand/product Industry/market trends Drive traffic to site & influence SEO by promoting products/services in social networks Target specific messaging to specific markets, regions or demographics based on needs of each RELATED RESOURCES Wikipedia entry for Social Media Marketing Social Media Marketing Beginner’s Guide Social Media Marketing Kit The Social Tehnographics Ladder (social networking audience types) Role of Social Networking in SEO

Product This is the person or team who is responsible for product strategy, direction, and build. Engagement w/ targets online Product engagement with community can vary. Examples: Product manages SM feedback interactions while Marketing manages SM campaigns Product also manages Marketing execution & engagement Community Manager in Product or in Marketing manages all. TRADITIONAL VS. SOCIAL MEDIA PROCESS & METRICS traditional data gathering traditional types of metrics Survey-based feedback User/customer issues, problems Focus group feedback User/customer sentiment (likes/dislikes) website feedback User/customer suggestions, needs, wants Same data for competitors social media data gathering social media types of metrics Typically aggregated from online (and sometimes Define any topics (your product(s), your product offline) sources features, competitor features, bloggers, etc) Real time data collection, accessible anytime Determine needs for new products or product features Based on online conversations (and sometimes Measure pre- and post- launch sentiment over time offline), rather than survey samples Determine popularity across multiple products, Can be less costly than focus groups features, brands, people, etc Can cast a wider net for feedback Can gather solicited or unsolicited feedback SOCIAL MEDIA INVOLVEMENT listen take action Product overall sentiment Determine markets to provide products or services to Product feature sentiment Find potential partners to approach Industry/ product likes, dislikes, needs, and wants Solicit ideas or feedback from communities Pre- and post-launch feedback Drive products, product features, services or enhancements & fixes based on feedback and/or competitive stance RELATED RESOURCES The State Of Social Media Measurement (aka Brand Monitoring and Listening Platforms)

Sales This is the person or team who is responsible for driving sales for the company or product. Engagement w/ targets online Salespeople are discovering, listening to and engaging with prospects and customers in social spaces online. TRADITIONAL VS. SOCIAL MEDIA PROCESS & METRICS Much of the value in social media for Salespeople is in the access to potential targeted prospects and the ability to listen to them and connect with them during their point of need via social networks. traditional data gathering traditional types of metrics Traditional CRM software & tools Prospects New customers Customers retained Operational effectiveness Close Rate Sales cycle duration New revenue social media data gathering social media types of metrics Social CRM software & tools Product/service sentiment for you + competitors Relevant online community activity Influencers to engage with Trending topics/needs SOCIAL MEDIA INVOLVEMENT listen take action Needs/wants of current customers and/or target Reach out to current customers: get involved in markets conversations, provide support and solutions Online sentiment about your products/services and Use consumer sentiment to improve product/service competitors' products/services features, prices, availability, and/or the sales process Discover potential new leads/prospects in targeted Reach out to potential leads to make them aware of online communities products/services RELATED RESOURCES Social Media In B2B Sales: Is The Time Right? Best Fits for Social Media in the Sales Cycle When Social Media Marries CRM Systems Traditional CRM vs. Social CRM

Customer Care This is the person or team who is responsible for customer assistance and addressing customer questions, complaints, etc. Engagement w/ targets online Highly engaged with customers – listening for issues, complaints, sentiment, and addressing problems before they escalate. TRADITIONAL VS. SOCIAL MEDIA PROCESS & METRICS Whether a customer's issue is addressed by Customer Care or not, if the customer had a bad experience, or even just heard bad things, they may have blogged about it, complained on Facebook, Twitter, in forums, etc. Not only will this be seen by their followers/friends, but it will also potentially end up in Search results for your product, brand, people, or services and/or in larger media publications. Listening systems (social media tracking software) allows Customer Care to actively monitor mentions of the company's assets (products, services, brands, people) to catch problems before they escalate further across the web and to media publications. These issues can be prioritized by the product and how influential the customer is (voice/reach) in order to keep a handle on the potentially large space this could envelop. Listening systems also allow for measuring success on the ability to turn negative sentiment into positive sentiment at an individual level, by defined demographic and/or in a more high level general manner. traditional data gathering traditional types of metrics Survey-based feedback Sentiment of company assets (brand, people, Focus group feedback products, services) website feedback Customer care performance Customer Care performance Post-process experience Percent & volume of issues resolved social media data gathering social media types of metrics Typically aggregated from online (and sometimes Influencer metrics (activity, sentiment, etc.) offline) sources - allows for tracking sentiment in Real time company asset sentiment – Company places other than survey samples or the website spokespeople, brands, services, product vs. customer help application competitors, pre- and post launch, pre- and post-news Real time data collection, accessible anytime release, etc Real time customer satisfaction sentiment Value of interaction SOCIAL MEDIA INVOLVEMENT listen take action Real time sentiment towards products, brands, Find, track & engage influencers people, products, services, news – especially Monitor sentiment of industry leaders, and/or brand negative journalists/bloggers to discover negative sentiment Problems/ issues with brands, people, products, being broadcast to their followers. services Reach out to customers experiencing problems to fix them before they escalate. Act on negative sentiment immediately – solve issues - turn people who are potentially harmful to the brand into brand advocates RELATED RESOURCES Can Social Media Customer Care Scale? Should it Scale? Customer Service in the Age of Social Media: A Lesson from Hewlett Packard Presentation: The Social Customer Care Plan

PR/Corporate Communications This is the person or team who is responsible for publishing official company news, speaking on behalf of the company, and/or establishing guidelines for employees representing the company. Engagement w/ targets online Highly engaged with customers – listening for company asset sentiment, especially before and after product launches, news releases, or high exposure news or events – and responding to influencers and proper industry channels to maintain and shape company sentiment. TRADITIONAL VS. SOCIAL MEDIA PROCESS & METRICS PR can provide a targeted message to industry influencers who can spread the word, shaping sentiment online to the company's advantage. PR can also determine who the most influential & valuable people and products are at the company, based on volume and sentiment, and leverage those people and products more. And like Customer Care, PR/Corporate Communications can leverage *real time* consumer sentiment to squash company-related issues before they spread to bigger public disasters on the web traditional data gathering traditional types of metrics Market research reports Public reaction to PR news Survey-based repots Global and/or local brand health & awareness Focus Groups Top global and/or local brands Target market needs, sentiment, etc Reputation social media data gathering social media types of metrics Real time sentiment towards products, brands, Buzz around company assets (brand, people, people, products, services, news products, services) Sentiment around company assets Sentiment before and after launches, news stories, events Share of conversation Value of interaction Reputation SOCIAL MEDIA INVOLVEMENT listen take action Sentiment towards the company's assets (people, Uncover assets that have strong positive consumer products, services, brands), especially around sentiment but aren't currently leveraged company or industry news or events. Determine asset promotion strategies based on industry and influencer sentiment Formulate messaging based on industry and influencer sentiment RELATED RESOURCES PR Audience Targeting in Social Media Resources for New Media and Social Media PR 10 of the Best Social Media Tools for PR Professionals and Journalists Set Yourself Apart In The Tough Times Review: First European Summit on [Social Media Communication] Measurement

Editors/Bloggers This is the person or team who is responsible for producing original content blogs, articles and consumer-facing information. Editors and bloggers can often sit on PR, Corp Comm, Product, Sales, Customer Care, or Marketing teams. Engagement w/ targets online Editors and bloggers can use social media data for determining content and messaging only, or can also engage with the community (especially recommended for bloggers). TRADITIONAL VS. SOCIAL MEDIA PROCESS & METRICS Editors representing the company brand can use social networking software/listening platforms to help formulate content and messaging based on current conversations about a product, topic, person, etc. They can also build up social followings to create a strong online presence that can influence consumer sentiment as well as generate traffic and links back to articles and blogs on the network. traditional data gathering traditional types of metrics Comments on articles/blog Emerging topic trends Survey or website feedback Visit/page view/clickthrough metrics Industry blog, meme or news publications on- and Inlinks offline Blog/article comment volume Often more research than structured data gathering social media data gathering social media types of metrics Typically aggregated from online (and sometimes Real time topic trending offline) sources Industry/topic influencers Real time data collection, anytime Areas for topic conversation activity Aggregation of a high volume of topic conversation & Blog/article popularity & sentiment sentiment around a topic or person SOCIAL MEDIA INVOLVEMENT listen take action Topic trending in relevant industries/topics Start and/or get involved in conversation around hot Sentiment towards your company assets (brands, trending topics people, products, services) and news Be first to write the story on a trending topic, issue, etc Engage in conversations with industry peers who can help you spread your messages, link to you, etc. RELATED RESOURCES Social Media for Writers blog Writers and Social Media: The SHOULD NOTs 10 of the Best Social Media Tools for PR Professionals and Journalists Find influential Twitterers by category 15 kick-ass retweet tips for writers Role of Social Networking in SEO

Social Media Stakeholders

by Gabor Molnar on Nov 24, 2009

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Social Media Stakeholders — Document Transcript