Social Media Resource Planning

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Social Media Resource Planning - Presentation Transcript

  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.

+ Justin KistnerJustin Kistner, 1 month ago

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