Social Media Resource Planning

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There is much discussion about social media tactics, strategy, and ROI. However there is little talk about operations. This deck touches on staffing, business processes, technology, measurement and …

There is much discussion about social media tactics, strategy, and ROI. However there is little talk about operations. This deck touches on staffing, business processes, technology, measurement and decision making. Slides 5-11 were inspired by Ben Parr's http://bit.ly/41AcAD

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  • 1. Justin Kistner Sr. Manager of Social Media Marketing 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?
  • 3. That is too much to cover in detail
  • 4. Why do we care?
  • 5. Social Media Usage is Exploding
    • 3 out of 4 Americans use social technology*
    * Forrester, The Growth Of Social Technology Adoption, 2008
  • 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
  • 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 4 th most popular online activity*
    * Nielsen, Global Faces & Networked Places, 2009
  • 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 4 th most popular online activity
    • And, it’s growing at 3X the rate of the overall Internet*
    * Nielsen, Global Faces & Networked Places, 2009
  • 9. It’s changing your customers expectations
  • 10. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
  • 11. 85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
  • 12. You should know it’s not media
  • 13. It’s communication
  • 14. Every department uses communication
  • 15. But, I’m going to focus on marketing
  • 16. Specifically I’ll discuss
    • Staffing
  • 17. Specifically I’ll discuss
    • Staffing
    • Business Processes
  • 18. Specifically I’ll discuss
    • Staffing
    • Business Processes
    • Technology
  • 19. Specifically I’ll discuss
    • Staffing
    • Business Processes
    • Technology
    • Measurement and Decision Making
  • 20. Specifically I’ll discuss
    • Staffing
    • Business Processes
    • Technology
    • Measurement and Decision Making
    Comes with Examples!
  • 21. Staffing
  • 22. How are the top brands staffed?
  • 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?
  • 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?
    • Mavens
      • High activity, many channels
    • Butterflies
      • Low activity, many channels
    • Selectives
      • High activity, few channels
    • 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
  • 32. Example Structure
  • 33. Example Structure Networkers Indexers 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
  • 35. Example Structure Networkers Indexers Bloggers Monitors Analysts You may need more or less people depending how many channels you’re in.
  • 36. Example Structure Networkers Indexers Bloggers Monitors Analysts Supporting roles scale with channel staff
  • 37. Business Processes
  • 38. Operational Models
  • 39. Operational Models Call Center Model Dedicated staff exclusively focused on social communication
  • 40. Operational Models
    • Focused staff
    • Can be outsourced
    • Highly scalable
    Call Center Model Pros Cons
    • Relationship segregation
    • Requires additional staff
  • 41. Operational Models Hub and Spoke Model Monitoring Team Marketing Support Sales Product
  • 42. Operational Models
    • Uses existing staff
    • Improves the relationship customers, partners, media, and others with core staff
    • Staff is “plugged in”
    Hub and Spoke Model Pros Cons
    • Can be a distraction from key priorities
    • Response times can be slow
    • May not be able to support volume for large brands
  • 43. Operational Models
    • It’s not necessarily about hiring new people, it’s reconsidering what they’re doing.
  • 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.
  • 45. Common Processes
  • 46. Common Processes
    • Publishing
  • 47. Common Processes
    • Publishing
    • Response
  • 48. Common Processes
    • Publishing
    • Response
    • Outreach
  • 49. Common Processes
    • Publishing
    • Response
    • Outreach
    • Networking
  • 50. Common Processes
    • Publishing
    • Response
    • Outreach
    • Networking
    • Monitoring
  • 51. Common Processes
    • Publishing
    • Response
    • Outreach
    • Networking
    • Monitoring
    • Governance
  • 52. Example Workflow
  • 53. Example Workflow
  • 54.  
  • 55.  
  • 56. Technology
  • 57. Types of Tools
  • 58. Types of Tools
    • Aggregation
    • Filtering/Sorting
    • NLP
    • Analysis
  • 59. Types of Tools
    • Collection
    • Processing
    • Visualization
  • 60. Types of Tools
    • Contacts
    • Context
  • 61. Types of Tools
    • Delegation
    • Supervision
    • Coordination
  • 62. Types of Tools
    • Editing
    • Storage
    • Delivery
  • 63. Example Configuration
  • 64. Example Configuration
  • 65. Measurement & Decision Making
  • 66. High-Level KPIs
  • 67. High-Level KPIs Mentions
  • 68. High-Level KPIs Mentions Traffic
  • 69. High-Level KPIs Mentions Conversions Traffic
  • 70. High-Level KPIs Mentions Conversions Traffic Leads
  • 71. High-Level KPIs Mentions Conversions Opps Traffic Leads
  • 72. High-Level KPIs Mentions Conversions Opps Traffic Leads Sales
  • 73. High-Level KPIs Mentions Conversions Opps Traffic Leads Sales
  • 74. Channel Health Indicators
  • 75. Channel Health Indicators
  • 76. Channel Health Indicators
    • It goes much deeper
      • Group behavior
      • Social dynamics
  • 77. Property Health Indicators
  • 78. Property Health Indicators
  • 79. Example Decision Making
  • 80. Example Decision Making
    • Measure which messages on which channels deliver value
  • 81. Example Decision Making
    • Measure which messages on which channels deliver value
    • Requires an integration between social media monitoring and analytics to close the loop
  • 82. Example Decision Making Mentions Conversions Traffic
  • 83. Thank you!
  • 84. JUSTIN KISTNER @justinkistner http://blogs.webtrends.com/ © 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.