How to implement a social          media strategy    Peter Gentsch, Monte Carlo - July 12-13, 2011                        ...
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Social Media Excellence-Initiative: Leading companiesexchange best practices, benchmark their campaigns andwork on governa...
How to implement a social media strategy 1.  Strategy/ Objective Setting  2.  Execution/ Interaction 3.  Organization/ Gov...
How to implement a social media strategy 1.  Strategy/ Objective Setting  2.  Execution/ Interaction 3.  Organization/ Gov...
Presentation title | Location | ## Month 2009   CONFIDENTIAL   Deutsche Post DHL | Page
Objectives Customer Service E-PostbriefCompany perspective                                     Cutosmer perspectiven Sett...
How to implement a social media strategy 1.  Strategy/ Objective Setting  2.  Execution/ Interaction 3.  Organization/ Gov...
Social Media Excecution/ Interaktion        Value Loop                                                             Monitor...
Social Media Excecution/ InteraktionValue Loop                                       Best Practice                        ...
Social Media outposts of „E-POSTBRIEF“     27 videos | 40 subscribers | 20.000 views | 22500+ video views               n...
Integration of social media into CRM-processes…                                                 Suggestion / Praise       ...
End-to-End Social Media Management: Real-timecustomer interaction via controlled processes 1           2                  ...
A web-based tool provides Deutsche Post with an “OutlookInbox” for related posts in Social Media                          ...
Social Media Excecution/ InteraktionValue Loop                                       Best Practice                        ...
Webinar to get a ideas for improvement: Dialogue between the productmanager and 70 influencer as livestreamAktives Hinweis...
Social Media Excecution/ InteraktionValue Loop                                       Best Practice Issue                  ...
The „Gutjahr Issue“                      18
Issue Management aims towards issue detection in the    earliest stages, where/when a topic develops virality             ...
Der Fall Gutjahr – Reaktionen auf den BlogbeitragDer besagte Blogbeitrag hatte überwiegende negative Auswirkungen aufKaufe...
Der Fall Gutjahr – Reaktionen auf die Reaktionen der DP DHLDurch die aktive Kommunikation des Social Media Teams, konnte d...
How to implement a social media strategy 1.  Strategy/ Objective Setting  2.  Execution/ Interaction 3.  Organization/ Gov...
Dedicated processes and workflows for professional social         Der Fall Gutjahr –media issue management         Reaktio...
CIO is entering the scene….                              Governance Guidelines	  &	  Policies                             ...
The BIG Picture: Putting together the different profiles to acomprehensive corporate social media picture      CIO Profile...
How to implement a social media strategy 1.  Strategy/ Objective Setting  2.  Execution/ Interaction 3.  Organization/ Gov...
Deutsche Post monitors buzz development, sentiment andupcoming topics regarding their branches and target groups          ...
Social Media Scorecard                         Illust                                rat   ive                            ...
Global Listening                   Illus                         tra   tive                                      29
Social Media Interaction                           30
Social Media I& & Intelligence Infrastructure formanaging and monetization of Social Media:                               ...
Corporate Social Media Management @ Postcomprises several Use Cases                                                       ...
How to implement a social media strategy 1.  Strategy/ Objective Setting  2.  Execution/ Interaction 3.  Organization/ Gov...
Social Media Management Maturity Model                1               2              3              4     Explorer       O...
Social Media Management Maturity Model                                           1                                        ...
Social Media Maturity Model –Evolutional impact over the time                        1               2               3    ...
"Its about conversations, and the best                                                       communicators start as the be...
Thank you very much!       Prof. Dr. Peter Gentsch       CEO                                         Berlin       Business...
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Peter Gentsch How to implement a Social Media Strategy

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How to implement a Social Media Strategy by Peter Gentsch @SMiCS2011 in Monte Carlo.

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Peter Gentsch How to implement a Social Media Strategy

  1. 1. How to implement a social media strategy Peter Gentsch, Monte Carlo - July 12-13, 2011 1
  2. 2. 2
  3. 3. Social Media Excellence-Initiative: Leading companiesexchange best practices, benchmark their campaigns andwork on governance and guideline issues http://www.social-media-excellence.com 3
  4. 4. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 4
  5. 5. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 5
  6. 6. Presentation title | Location | ## Month 2009 CONFIDENTIAL Deutsche Post DHL | Page
  7. 7. Objectives Customer Service E-PostbriefCompany perspective Cutosmer perspectiven Setting up a new quality of n  Reachability: customers can Customer Dialogue: engaging choose their preferred channel and with customers in social media get answers quickly regardless of Service- Kundenservice the channeln Optimization of Issue BRIEF Design- Management: identification Toolchain n Reliability: the complete customer and qualification of issues at an requests is managed at a constant early stage/ react promptly, in a level of high quality social media appropriate way. n  Readiness : all requests will ben  Increase in value : processed as quick as possible Optimization of products and processes 7 Source: Müller vom Feld, 2010
  8. 8. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 8
  9. 9. Social Media Excecution/ Interaktion Value Loop Monitor Social Media Cockpit 1:1 influencerObjectiveSetting trends preferences Insights products …. Social Media Scorecard Act Analyze Intervention Influencer Marketing Social Commerce Testing Action plan for other Seeding Campaigning customer channel Service Interaction 9
  10. 10. Social Media Excecution/ InteraktionValue Loop Best Practice Customer Service 10
  11. 11. Social Media outposts of „E-POSTBRIEF“ 27 videos | 40 subscribers | 20.000 views | 22500+ video views n 500+ 237  Fo llo w er tweets | 237 follower eets n > 500  Tw + §  Start: July 14th, 2010 §  Activity: Information on „E-Postbrief“ and positioning of the product through pro- / reactive usage of social media monitoring and social media channels §  Service: Monday- Saturday / 04:00 p.m. – 12:00 midnightn 693 Fa n s n 350  a ctive u ser/w eek §  Team: 2 FTE (4 x 0,5 FTE)n 1.400  visits/w eek n 20  p o sts/w eek693 fans | 350 active users/week | 1400 visits/week | 58 posts/week §  Sentiment: positive - neutral 11
  12. 12. Integration of social media into CRM-processes… Suggestion / Praise Concluding Process- SMI - Process Information / Guidance customer Entry communication Complaint handling Monitoring Processing Posting/ Engagement§  Social Media Engagement and Intervention is a core process§  B.I.G. SMI Tracker provides entry- and exit-channel for processing of social media entries within customer care§  The SMI process is mapped onto the B.I.G. SMI Tracker, which contains the concluding customer communication 12
  13. 13. End-to-End Social Media Management: Real-timecustomer interaction via controlled processes 1 2 3 Process-driven tools for: §  integration into CRM and §  direct reaction to customer complaints within customer care… 13
  14. 14. A web-based tool provides Deutsche Post with an “OutlookInbox” for related posts in Social Media E-Postbrief Customer Care: •  B.I.G. Monitoring searches Social Media for relevant posts (relevance KPIs, search strings) •  Where suitable, agents answer directly, using the same tool •  Automatic tagging, sentiment analysis and classification boost the agent productivity 14
  15. 15. Social Media Excecution/ InteraktionValue Loop Best Practice Influencer Marketing 15
  16. 16. Webinar to get a ideas for improvement: Dialogue between the productmanager and 70 influencer as livestreamAktives Hinweise:Weitere Kundenservice-Management im Social Web 16
  17. 17. Social Media Excecution/ InteraktionValue Loop Best Practice Issue Management 17
  18. 18. The „Gutjahr Issue“ 18
  19. 19. Issue Management aims towards issue detection in the earliest stages, where/when a topic develops virality Methodology: Spread in Peak and Emerge Accelerate classic media offline spread Decline •  B.I.G. Crisis Radar online permanently crawles specialattention 1 2 3 4 5 interest platforms (the twitter & information longtail) facebook loss of interest •  If threads/posts are referred special online media to on Twitter or Facebook it interest offline media „locks on“ boards & blogs •  Daily reports inform a trained team at Deutsche Post of issues and assessments to Zeit catch potential issues before they get picked up by a Scope Krisenradar Issue zu spät erkannt bigger audience 19
  20. 20. Der Fall Gutjahr – Reaktionen auf den BlogbeitragDer besagte Blogbeitrag hatte überwiegende negative Auswirkungen aufKaufentscheidungen für das Produkt, das Produktversprechen sowie dasImage der DP DHL
  21. 21. Der Fall Gutjahr – Reaktionen auf die Reaktionen der DP DHLDurch die aktive Kommunikation des Social Media Teams, konnte derentstandene Schaden wieder behoben und das Image aufgewertet werden
  22. 22. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 22
  23. 23. Dedicated processes and workflows for professional social Der Fall Gutjahr –media issue management Reaktionen auf die Reaktionen der DP DHL 23
  24. 24. CIO is entering the scene…. Governance Guidelines  &  Policies Governance Compliance Governance Data  Privacy  &  Security Governance IT  Standards   Governance Quality  Standards 70% predictability Service Project  Coordination   Service IT  Coordination   Service Infrastructure  Support Service Supportive  Function Strategy Social  Media  Agenda  Setting Strategy Subject  Matter  Expert  Knowledge Strategy Business  Potential  Assessment 24
  25. 25. The BIG Picture: Putting together the different profiles to acomprehensive corporate social media picture CIO Profile CMO Profile CCO Profile Corporate Social Media Profile 25
  26. 26. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 26
  27. 27. Deutsche Post monitors buzz development, sentiment andupcoming topics regarding their branches and target groups Illus trative Example: Tracking of gathering Amazon customers, who demand shipping by DHL instead of Hermes 27
  28. 28. Social Media Scorecard Illust rat ive 28
  29. 29. Global Listening Illus tra tive 29
  30. 30. Social Media Interaction 30
  31. 31. Social Media I& & Intelligence Infrastructure formanaging and monetization of Social Media: Trend Brand Management Monitoring Issue Competitive Intelligence Social Media Management Infrastructure Insight Market ResearchIntegrated Social Media Complaint SalesManagement Infrastructure for EngagementMonitoring and Engagement: Campaign Service• Cross-functional domain models Answer Communication (taxonomy, ontology)• Consistent data Innovation Management Advice• Quality ensured data• Synergies and cost efficiency Service ….• Comparable metrics/ benchmarks• Systematic data enrichment Social Media Warehouse Data Warehouse Social Media Intelligence: Reporting/ Analytics 31
  32. 32. Corporate Social Media Management @ Postcomprises several Use Cases Analytics & Engagement & Issue Management Reporting Feedback Management Spread in Peak and Emerge Accelerate Decline classic media offline spread online attention 1 2 3 4 5 twitter & facebook loss of interest special online media interest offline media boards & blogs Zeit Scope Krisenradar Issue zu spät erkannt 32
  33. 33. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 33
  34. 34. Social Media Management Maturity Model 1 2 3 4 Explorer Optimizer Enabler Champion 34
  35. 35. Social Media Management Maturity Model 1 2 3 4 Strategy: Strategy: Strategy: Strategy: Cross functional social media strategy No Social Media Strategy Social Media Strategy for dedicated Corporate wide social media strategy, Objectives are defined; Social Media as Objectives integrated into the corporate departments; strategy is not actively enabler for customer and market focused planning, Social Media as enabler to Organization: communicated down the line, it is used communication; strategy is not actively realize new business models; strategy is Off-the-wall organization, no separately communicated widely communicated dedicated ownerships Execution: Execution: Execution: Execution derived from strategy Efficiency of execution is audited, quick Execution: Separate actions Content exchange between different reaction to changes, systematic use of Feedback system between strategy and media professional Tools, systematic content execution, quick adoption to changes Interaction: sharing Integration of CMS with Social Media Individual, not coordinates interaction Organization: Organization: Organization: Single employees are in charge of Cross functional alignment Corporate wide social media organization Monitoring & Measurement: dedicated social media activities Dedicated employees/ department and Social Media as fundamental pillar; No professional system in place, Social Media as further channel, Social budgets; guidelines und mandatory Integration in Performance Management freeware tools Media Trainings are offered trainings Monitoring & Measurement: Monitoring & Measurement: Analytics & Reporting: Professional systems established for Monitoring & Measurement: Systematic monetarization of social media No reporting and analytics on going monitoring focusing on Issue Real-time Monitoring; campaign and Integration into other systems, Social und Brand Tracking competitive Monitoring; integration into Media Command Center other application Analytics & Reporting: Analytics & Reporting: Analytics & Reporting: Simple reports and analytics are Integrated Scorecards and reports, Reporting with regard to different established for selected departments predictive Social Media analytics; stakeholders, enhanced business real-time analytics and reporting; metrics; Integration of KPIs in Business Interaction: Systematic usage of Social Media for Scorecards; Social Media Scorecard; Tool based customer interaction with business decisions enhanced analytics focus on Customer Service and dedicated channels (twitter und Interaction: Interaction: Enlarged to long tail, global Interaction Facebook); passive interaction Tool based customer interaction conception; automatization of interaction expanded to further departments and channels; proactive interaction Explorer Optimizer Enabler Champion 35
  36. 36. Social Media Maturity Model –Evolutional impact over the time 1 2 3 4 Explorer Optimizer Enabler Champion time Required Budget organizational anchoring Support by professional tools and systems Strategic Business Impact ROI leverage 36
  37. 37. "Its about conversations, and the best communicators start as the best listeners." Brian Solis, the Social Media Manifesto ConfidentialDie Prof. Vögele Dialogmethode® 2.0 | Meeting mit B.I.G. | Königstein | 04.07.2011 Seite 37
  38. 38. Thank you very much! Prof. Dr. Peter Gentsch CEO Berlin Business Intelligence Group Business Intelligence Group Schützenstr. 6 Schützenstraße 6 10117 Berlin 10117 +49 (0) 30 89677887 0 Berlin +49 (0) 177 4534530 gentsch@intelligence-group.com Frankfurt www.social-media-excellence.com www.intelligence-group.com Business Intelligence Group Friedberger Anlage 22 60316 Frankfurt/ Main 38
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