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?

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*

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

3 out of 4 Americans use social technology

2/3 of the global internet population visit social networks*

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

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*

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

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*

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

Specifically I’ll discuss Staffing Business Processes

Staffing

Business Processes

Specifically I’ll discuss Staffing Business Processes Technology

Staffing

Business Processes

Technology

Specifically I’ll discuss Staffing Business Processes Technology Measurement and Decision Making

Staffing

Business Processes

Technology

Measurement and Decision Making

Specifically I’ll discuss Staffing Business Processes Technology Measurement and Decision Making Comes with Examples!

Staffing

Business Processes

Technology

Measurement and Decision Making

Staffing

How are the top brands staffed?

How are the top brands staffed? 11 channels 6 people Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

11 channels

6 people

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

11 channels

35 Twitter accounts

22+ people

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

10 channels

6 yr. old community with 1.7 MM users

35 people

How are the top brands staffed? 9+ channels 1,400+ people Source: http://twitter.com/TWELPFORCE/status/3451116686

9+ channels

1,400+ people

What return are they seeing?

What return are they seeing? Activity x Channels = Engagement Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Activity x Channels = Engagement

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

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

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

Focused staff

Can be outsourced

Highly scalable

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

Uses existing staff

Improves the relationship customers, partners, media, and others with core staff

Staff is “plugged in”

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.

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.

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

Publishing

Common Processes Publishing Response

Publishing

Response

Common Processes Publishing Response Outreach

Publishing

Response

Outreach

Common Processes Publishing Response Outreach Networking

Publishing

Response

Outreach

Networking

Common Processes Publishing Response Outreach Networking Monitoring

Publishing

Response

Outreach

Networking

Monitoring

Common Processes Publishing Response Outreach Networking Monitoring Governance

Publishing

Response

Outreach

Networking

Monitoring

Governance

Example Workflow

Example Workflow

Technology

Types of Tools

Types of Tools Aggregation Filtering/Sorting NLP Analysis

Aggregation

Filtering/Sorting

NLP

Analysis

Types of Tools Collection Processing Visualization

Collection

Processing

Visualization

Types of Tools Contacts Context

Contacts

Context

Types of Tools Delegation Supervision Coordination

Delegation

Supervision

Coordination

Types of Tools Editing Storage Delivery

Editing

Storage

Delivery

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 It goes much deeper Group behavior Social dynamics

It goes much deeper

Group behavior

Social dynamics

Property Health Indicators

Property Health Indicators

Example Decision Making

Example Decision Making Measure which messages on which channels deliver value

Measure which messages on which channels deliver value

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

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!

JUSTIN KISTNER @justinkistner http://blogs.webtrends.com/ © 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.