Justin Kistner Sr. Manager of Social Media Marketing Resource Planning Considerations for Social Media
I said I would talk about <ul><li>How many people should you hire and what roles should they have? </li></ul><ul><li>What ...
That is too much to cover in detail
Why do we care?
Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology* </li></ul>* Forrester, The Growth Of S...
Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>2/3 of the global int...
Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>2/3 of the global int...
Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>2/3 of the global int...
It’s changing your customers expectations
93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA CONE, BUSINESS IN SOCIAL MEDIA STUDY, S...
85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SE...
You should know it’s not media
It’s communication
Every department uses communication
But, I’m going to focus on marketing
Specifically I’ll discuss <ul><li>Staffing </li></ul>
Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul>
Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul><ul><li>Technology </li></ul>
Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul><ul><li>Technology </li></ul><ul...
Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul><ul><li>Technology </li></ul><ul...
Staffing
How are the top brands staffed?
How are the top brands staffed? <ul><li>11 channels </li></ul><ul><li>6 people </li></ul>Source: http://www.engagementdb.c...
How are the top brands staffed? <ul><li>11 channels </li></ul><ul><ul><li>35 Twitter accounts </li></ul></ul><ul><li>22+ p...
How are the top brands staffed? <ul><li>10 channels </li></ul><ul><ul><li>6 yr. old community with 1.7 MM users </li></ul>...
How are the top brands staffed? <ul><li>9+ channels </li></ul><ul><li>1,400+ people </li></ul>Source: http://twitter.com/T...
What return are they seeing?
What return are they seeing? <ul><li>Activity x Channels = Engagement </li></ul>Source: http://www.engagementdb.com/downlo...
What return are they seeing? <ul><li>Mavens </li></ul><ul><ul><li>High activity, many channels </li></ul></ul><ul><li>Butt...
What return are they seeing? Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
Example Structure
Example Structure
Example Structure Networkers Indexers Bloggers Monitors Analysts
Example Structure Networkers Indexers Bloggers Monitors Analysts Smaller programs either won’t need this layer or will hav...
Example Structure Networkers Indexers Bloggers Monitors Analysts You may need more or less people depending how many chann...
Example Structure Networkers Indexers Bloggers Monitors Analysts Supporting roles scale with channel staff
Business Processes
Operational Models
Operational Models Call Center Model Dedicated staff exclusively focused on social communication
Operational Models <ul><li>Focused staff </li></ul><ul><li>Can be outsourced </li></ul><ul><li>Highly scalable </li></ul>C...
Operational Models Hub and Spoke Model Monitoring Team Marketing Support Sales Product
Operational Models <ul><li>Uses existing staff </li></ul><ul><li>Improves the relationship customers, partners, media, and...
Operational Models <ul><li>It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. </li></ul>
Operational Models <ul><li>It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. </li></ul>...
Common Processes
Common Processes <ul><li>Publishing </li></ul>
Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul>
Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul>
Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul><ul><li>Networking </l...
Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul><ul><li>Networking </l...
Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul><ul><li>Networking </l...
Example Workflow
Example Workflow
 
 
Technology
Types of Tools
Types of Tools  <ul><li>Aggregation </li></ul><ul><li>Filtering/Sorting </li></ul><ul><li>NLP </li></ul><ul><li>Analysis <...
Types of Tools  <ul><li>Collection </li></ul><ul><li>Processing </li></ul><ul><li>Visualization </li></ul>
Types of Tools  <ul><li>Contacts </li></ul><ul><li>Context </li></ul>
Types of Tools <ul><li>Delegation </li></ul><ul><li>Supervision </li></ul><ul><li>Coordination </li></ul>
Types of Tools <ul><li>Editing </li></ul><ul><li>Storage </li></ul><ul><li>Delivery </li></ul>
Example Configuration
Example Configuration
Measurement & Decision Making
High-Level KPIs
High-Level KPIs Mentions
High-Level KPIs Mentions Traffic
High-Level KPIs Mentions Conversions Traffic
High-Level KPIs Mentions Conversions Traffic Leads
High-Level KPIs Mentions Conversions Opps Traffic Leads
High-Level KPIs Mentions Conversions Opps Traffic Leads Sales
High-Level KPIs Mentions Conversions Opps Traffic Leads Sales
Channel Health Indicators
Channel Health Indicators
Channel Health Indicators <ul><li>It goes much deeper </li></ul><ul><ul><li>Group behavior </li></ul></ul><ul><ul><li>Soci...
Property Health Indicators
Property Health Indicators
Example Decision Making
Example Decision Making <ul><li>Measure which messages on which channels deliver value </li></ul>
Example Decision Making <ul><li>Measure which messages on which channels deliver value </li></ul><ul><li>Requires an integ...
Example Decision Making Mentions Conversions Traffic
Thank you!
JUSTIN KISTNER @justinkistner http://blogs.webtrends.com/ © 2009  WEBTRENDS INC. ALL RIGHTS RESERVED.
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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 decision making. Slides 5-11 were inspired by Ben Parr's http://bit.ly/41AcAD

Published in: Business, Technology

Social Media Resource Planning

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