Social media center of excellence

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Social media center of excellence

  1. 1. Social Media Center of ExcellencePresented to: Social Media Advisory Council, September 2012Presented by: Kim Snedaker, ACP Social Media Strategist
  2. 2. In 2012, built foundational infrastructure for social business.ter
  3. 3. What has the Center of Excellence (CoE) done?Since the beginning of 2012 we have worked to create a unified set of: Training and Education Social Media Response Social Media Policies Programs Processes (Triage) Measurement Vendor Selection and Social Strategy Requirements and Training Accountability
  4. 4. Social Media Readiness Score increased by nearly 2 points in only 8 months (Jan – Aug, 2012) June 2011 August 2012
  5. 5. Social Readiness rescore shows program maturity compared to other companies 4.5 Aug 2012: 4 3.65 3.5 3 June 2011:SRR score 2.5 1.78 Score 2 Rescore 1.5 1 0.5 0 0 0.5 1 0.5 2 13 1 4 1 51 61 17 1.5 8 2 9 3.5 105 11 12 13 Duration of program (in years) Source: 12 initial SRR scores and two rescores; average initial score is 2.56. Most companies are regulated and tech.
  6. 6. Value of increased SRR to Clubs/IE• Club/IE Associates have/will received Club social media policy – An educated employee presents less risk to the Club/IE for creating a social media crisis• Club/IE Associates will be required to take Social Media Education compliance course; some in 2012; others in 2013• 4 domain experts working on the Club/IE social programs – Kim Snedaker, Social Media Strategist – Leonard Rhone, Community Manager – Kati Driscoll, Social Media Analyst – Club/NCNU IE Community Lead• We provide Club/IE social programs with Social Strategy, Content Strategy, Analytics & Reporting and Club/IE-specific promotional and campaign needs• Increased Social Reach & Engagement• Social Amplification of your other marketing campaigns• Long-Term – Creating awareness of everyday value – Developing relationships and building engagement for sales and marketing opportunities
  7. 7. Reach Engagement
  8. 8. GOAL : Increase Reach & Engagement from 7/1/2012 - 12/31/2012How do we define Reach? = Followers + Followers of those who RT & Mention = Unique people who have seen any content associated with the PageHow do we define Engagement? = (RTs + Mentions + Clicks) / Total Followers = (Daily Engaged Users) / Total Fans
  9. 9. SOCIAL MEDIA PERFORMANCE REPORT: Overall Program Social Media: Engagement ENGAGEMENT • Facebook: On track to Exceed Target Goal • Twitter: Average Engagement Rate of 19% required to meet Threshold Goal REACH • Facebook: Exceeding Target Goal • Twitter: 31% to Threshold Goal Jan Feb Mar Apr May Jun July Facebook 2% 5% 1% 3% 3% 2% 19% Twitter 15% 12% 13% 6% 14% 10% 13% Social Media: Reach Jan Feb Mar Apr May Jun July Facebook 34,773 53,603 33,433 51,719 101,991 102,169 1,967,044 AUG Twitter 88,440 88,465 82,473 88,206 2,256,787 1,593,846 886,989 2012
  10. 10. Social Media Policies & Education Curriculum
  11. 11. WE WILL CONTINUE TO USE SOCIAL MEDIATO LISTEN 60% of people like brands to Interact with other customers & share experiences
  12. 12. Social Media Monitoring (moving beyond reactive to pro-active)• Spredfast and Scoutlabs tools• Find Advocate conversations and invite them to join our hosted social pages• Find Detractors and join those external conversations to correct any false information or perceptions
  13. 13. WE WILL CONTINUE TO USE SOCIAL MEDIA TO HAVE A DIALOG
  14. 14. Social Media should be measured as ROE: RETURN ON ENGAGEMENT Social Media lives at the very beginning of the sales funnel, like your Brand & PR campaigns. Social Media Objectives are to:  Create awareness, answer questions, motivate interest and trial  Then drive leads further down the sales funnel – through your Online Community  Finally ending on your website for transactions We will, however, increase our use of Campaign Tracking Codes to: • Ensure that social content for sales/promotions can be tracked
  15. 15. WE WILL CONTINUE TO USE SOCIAL MEDIA TOMOTIVATE ADVOCACY 67% of consumer purchase decisions primarily influenced by word of mouth
  16. 16. Sharing experiences with communityTagged in post = word of mouth
  17. 17. WE WILL CONTINUE TO USE SOCIAL MEDIA TO PROVIDE SUPPORT 50% of people like a brand to find service and support
  18. 18. WE WILL USE SOCIAL MEDIA TO ENCOURAGE INNOVATION 47% of people like brands to share ideas for new products and features
  19. 19. “I LOVE your TripTik...love that I can plan my trip “I am trying to “The error is when youthen download it to my renew my are in safari or FirefoxiPod... now if only membership by it would go right phone and your and try to lookup an into my Garmin Nuvi.” website makes it airport on the car rental virtually impossible. area. it throws a geo is it that hard to put a phone number string error” somewhere?”ustomer insights such as this are gathered organically on our social pages: The Lead team shares these insights back with Product Management
  20. 20. Content Strategy
  21. 21. Calendar accounts for Twitter, Facebook, Email, Text Alerts, Communityand Events
  22. 22. Weekly Calendar
  23. 23. SO-LO-MOSOCIAL – LOCAL - MOBILE
  24. 24. Paid Promotion Campaigns on Facebook & Twitter
  25. 25. Align Social Content with Business Plans
  26. 26. Social Media Center of Excellence 2013-2015 Roadmap 2011 2012 2013 2014 2015Altimeter
  27. 27. Social Media Center of Excellence 2013-2015 Roadmap 2011 2012 2013 2014 2015Altimeter
  28. 28. Executive Summary In 2013, Focus on demonstratingbusiness value, become a proactive leader forthe enterprise, and focus on long-term strategy aligned with overall corporate goals.
  29. 29. Does liking a brand drive loyalty?54% of Facebook users who “liked” the page of a brand or company that sell aproduct or service said they were somewhat or much more likely to purchasefrom that brand.
  30. 30. SOCIAL IMPACTS THE BOTTOM LINE “I wish they would start reading these boards.... It might occur to them that the failure of their agents to have a CLUE is driving some of us away from them for ALL travel.... I figure if they cant do Disney where they have a relationship and a LOT of travel bookings, I would be TERRIFIED to give them something complicated!” 90 Times per week the average person mentions a brand to family and friends 90% Consumers trust recommendations from someone they know; 70% trust a total stranger 74% Consumers who bought a competing product after hearing a negative recommendation 53% People on Twitter recommend brands in their Tweets with 48% making purchasesEpsilonSocial Media Beyond Likes & Follows
  31. 31. Building Business Value
  32. 32. Travel Where in the World- Alaska featured on Wednesday Cruise sale email sent out next day First banner image on Travel landing page
  33. 33. Membership - Positive Brand Sentiment Car Care Guess the location of the new CCIT RoadsideFeaturing a service we offer in trivia context
  34. 34. FACEBOOK: Sentiment Positive Sentiment Negative Neutral Sentiment Sentiment Twitter >> Reach Travel Travel Travel Advocacy Discounts Car Care Roadside Membership Roadside Membership Discounts Insurance 0% Share of Conversation Car Care Advocacy Travel Discounts 14% Roadside Membership Insurance
  35. 35. ANALYTICS: The Road Ahead Working with technology partners to track & analyze: • Social Media response rates • Sentiment (across all channels) • Share of Conversation (across all channels)
  36. 36. Content Marketing Builds Stronger Brands  Awareness  Trust  Purchase Intent  Word-of-mouth  Customer Engagement  Lower Acquisition CostsAltimeter
  37. 37. Content is like leftover turkey.© 2012 Altimeter Group Altimeter
  38. 38. Amplify: Slice ‘n’ Dice For Greater Impact PowerPoint Video Deck on Speech on Slideshare YouTube Create a Transcribe Webinar or Training Speech for Blog Post Turn Into a Extract Whitepaper, Charts and eBook or Infographics ColumnAltimeter
  39. 39. Conduct a Content Audit to Assess Assets Page/Su Page Type of Source of Owner/Ap What’s It Support Findable & Clean, Keyword/ b- Name Content Content prover/Pub About? User/Busin Used? Professional, Metadata/ Section lisher ess Goals? Analytics Logically SEO Organized? 1.1 Home xxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx 1.2 Widget xxxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Page 1.3 About xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx Acme CorpAltimeter
  40. 40. How Successful Brands Deploy Converged MediaAltimeter
  41. 41. Creating branded ‘surround sound’: how media types influence and enable each other OWNED PAID Instructs where to amplify EARNED Drives volume 41Altimeter
  42. 42. Corporate Roadmap Develop and socialize the long-term (3-year) corporate road-map:  Advance beyond social business readiness and align social business strategy with overall corporate strategyAltimeter
  43. 43. Policies/Fire Drills Further protect the enterprise by updating key social media policies/processes:  Community Policy and Privacy Policy • Formalize and standardize policies across social channels and sites  Social Media Crises Drills • Quarterly fire drills to practice response for worst-case scenariosAltimeter
  44. 44. Research Develop rigor in research to make data-driven business decisions:  Customer Hot Topics and Competitive Analysis: • Use this data to lead conversations rather than wait for clubs to come to the Hub • Aggregate research and provide a dashboard for entire company for overall vision. This drives conversation at the highest level of the organization.Altimeter
  45. 45. Social Media Education Now that Associates have a formalized education program, focus on:  Associates (Green Belt): Provide ongoing education starting in 2013  SMPs (Black Belt): Formalize curriculum and ongoing training schedule, and/or partner with agencies  Business Units: Provide BUs with an ongoing curriculum for greater consistency within clubsAltimeter
  46. 46. Stakeholders Actively involve business stakeholders in the strategy and deployment of social efforts:  Formalize relationships – meet on a regular basis for consensus and buy-inAltimeter
  47. 47. Customer Advocates Formalize relationships with customer advocates with ongoing program:  Have already begun this process – by identifying influencers on a weekly basis  In 2013, build a formalized advocacy programAltimeter
  48. 48. System Integration Lead coordination of social integration processes into existing Marketing, Support, and Product Innovation systems (MRM, Member Experience, etc.)  Caveat: There is no “silver bullet” solution – processes will remain a patchwork of manual and automated in mid-term  Initiate discussions to: • Understand existing processes, challenges – and additional requirements • Identify goals, gaps and develop a coordinated strategy across clubs • Long term? Aggregate data to get a holistic view of customerAltimeter
  49. 49. Questions

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