Social Media Resource Planning

Justin Kistner Sr. Manager of Social Media Marketing Resource Planning Considerations for Social Media

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?

That is too much to cover in detail

Why do we care?

Social Media Usage is Exploding
3 out of 4 Americans use social technology*
* Forrester, The Growth Of Social Technology Adoption, 2008

3 out of 4 Americans use social technology
2/3 of the global internet population visit social networks*
* Nielsen, Global Faces & Networked Places, 2009

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*

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*

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, SEPTEMBER 2008

85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

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
Staffing

Staffing
Business Processes

Staffing
Business Processes
Technology

Staffing
Business Processes
Technology
Measurement and Decision Making

Staffing
Business Processes
Technology
Measurement and Decision Making
Comes with Examples!

Staffing

How are the top brands staffed?

11 channels
6 people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

11 channels
35 Twitter accounts
22+ people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf and http://www.dell.com/twitter

10 channels
6 yr. old community with 1.7 MM users
35 people

9+ channels
1,400+ people
Source: http://twitter.com/TWELPFORCE/status/3451116686

What return are they seeing?

Activity x Channels = Engagement

Mavens
High activity, many channels
Butterflies
Low activity, many channels
Selectives
High activity, few channels
Wallflowers
Low activity, few channels

What return are they seeing? Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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 have fewer in it

Example Structure Networkers Indexers Bloggers Monitors Analysts You may need more or less people depending how many channels you’re in.

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
Focused staff
Can be outsourced
Highly scalable
Call Center Model Pros Cons
Relationship segregation
Requires additional staff

Operational Models Hub and Spoke Model Monitoring Team Marketing Support Sales Product

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

Operational Models
It’s not necessarily about hiring new people, it’s reconsidering what they’re doing.

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.

Common Processes

Common Processes
Publishing

Common Processes
Publishing
Response

Common Processes
Publishing
Response
Outreach

Common Processes
Publishing
Response
Outreach
Networking

Common Processes
Publishing
Response
Outreach
Networking
Monitoring

Common Processes
Publishing
Response
Outreach
Networking
Monitoring
Governance

Example Workflow

Technology

Types of Tools

Types of Tools
Aggregation
Filtering/Sorting
NLP
Analysis

Types of Tools
Collection
Processing
Visualization

Types of Tools
Contacts
Context

Types of Tools
Delegation
Supervision
Coordination

Types of Tools
Editing
Storage
Delivery

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

Channel Health Indicators

Channel Health Indicators
It goes much deeper
Group behavior
Social dynamics

Property Health Indicators

Example Decision Making

Measure which messages on which channels deliver value

Measure which messages on which channels deliver value
Requires an integration between social media monitoring and analytics to close the loop

Example Decision Making Mentions Conversions Traffic

Thank you!

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Social Media Resource Planning

by Justin Kistner on Oct 21, 2009

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Social Media Resource Planning — Presentation Transcript