Peter Gentsch How to implement a Social Media Strategy
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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.

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

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  • 1. How to implement a social media strategy Peter Gentsch, Monte Carlo - July 12-13, 2011 1
  • 2. 2
  • 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. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 4
  • 5. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 5
  • 6. Presentation title | Location | ## Month 2009 CONFIDENTIAL Deutsche Post DHL | Page
  • 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. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 8
  • 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. Social Media Excecution/ InteraktionValue Loop Best Practice Customer Service 10
  • 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. 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. 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. 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. Social Media Excecution/ InteraktionValue Loop Best Practice Influencer Marketing 15
  • 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. Social Media Excecution/ InteraktionValue Loop Best Practice Issue Management 17
  • 18. The „Gutjahr Issue“ 18
  • 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. 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. 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. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 22
  • 23. Dedicated processes and workflows for professional social Der Fall Gutjahr –media issue management Reaktionen auf die Reaktionen der DP DHL 23
  • 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. 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. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 26
  • 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. Social Media Scorecard Illust rat ive 28
  • 29. Global Listening Illus tra tive 29
  • 30. Social Media Interaction 30
  • 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. 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. How to implement a social media strategy 1.  Strategy/ Objective Setting 2.  Execution/ Interaction 3.  Organization/ Governance 4.  IT & Intelligence 33
  • 34. Social Media Management Maturity Model 1 2 3 4 Explorer Optimizer Enabler Champion 34
  • 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. 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. "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. 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