This document discusses whether businesses should manage their social media in-house or outsource it. It considers several key factors in making this decision. Businesses need to determine if they have the expertise, time, resources, and compelling content required for effective social media management. They also need to establish clear goals and metrics for success. While outsourcing provides experience and expertise, managing social media in-house allows more control. A combination of both in-house and outsourced management may leverage the benefits of both approaches. The document provides examples of social media successes and failures to illustrate these points.

1. In-House or Outsource
Social Media for Business
@SeanSandhurst
@SeanSandhurst
October 18, 2013
Sean Sandhurst

2. Who am I…..
Love sports; and being active Ultimate Frisbee, Kayaking, SUP (StandUp
Paddleboard), hiking, biking….and so on.
Passion for
c4
Constant, Consistent, Conversation with your Community
@SeanSandhurst
Born in Winnipeg
Lived in Tsawwassen (5 blocks from the border)
Moved to YYC in1996 (with a 2 year timeline)
1997 started in advertising – print and digital
2000 partner in online advertising company
Married 2001
6 year old son

3. “To Outsource or not to Outsource…..
…..That is the Social Media question”
@SeanSandhurst
An unbiased and open discussion about what
the opportunities, the pitfalls and tips
to decide for yourself.

4. How do you Define Social Media ?
@SeanSandhurst

5. Social Media is social!
…and near a
Starbucks in
Kensington
…meanwhile in San Francisco
People are talking about your business. Would you like to hear what they are saying?
WARNING: Be Prepared. You may not want to hear what people will say. People are talking
about your brand – now you get a chance to hear it and interact with them.
@SeanSandhurst
In downtown Calgary…..

6. Does your Business Have Social Media
Expertise / Experience ?
It is very confusing and constantly changing!
@SeanSandhurst

7. Questions for You….
• What is the most important social media platform for your
business?
• Where are your customers?
• What are they doing on social media?
• Can you manage your business’ reputation on social media?
(instead of costly customer service call centre)
@SeanSandhurst
• Can you influence them?

8. Social Media and Business
Social - Telling others about experiences:
• People will tell 42 others if the experience was good
• People will tell 53 others if the experience was bad
(Google Ripples study)
@SeanSandhurst
Faberge Organic
commercial
“Tell two friends”
What year??

9. @SeanSandhurst

10. Who do you want to reach?
G+
71
29
P
18
82
LI
50
50
14
18
24
44
19
23
25
33
50
28
11
11
10
26
29
35
4
15
32
49
9
10
57
24
9
8
59
24
5
9
61
25
3
10
37
50
9
33
47
11
15
38
37
10
10
37
46
7
21
22
50
7
@SeanSandhurst
T
41
59
Tech-savvy people
Male
Female
Age
0-24
25-34
35-44
45+
Education
>Diploma
High School
College
Bach/Grad
HHI
0-24,000
25-49,000
50-99,000
100,000+
FB
14
57

11. What / Why People Share
• 50% seeking a response from
a company about an issue
• 48% praising a company for
great service
• 80% of Twitter users expect a
response within 24 hours
from a brand
• 36% of US online adults are
"critics" commenting online
@SeanSandhurst
• 50% of Facebook users
expect a response within 24
hours from a brand

12. What Content Inspires Your Customers
to Follow and Share?
@SeanSandhurst

13. How People Share
• 31% share on a
Smartphone
• 18% share on a PC
@SeanSandhurst
• *Note: Dec 2012 data

14. Stats
• 83% of consumers who say their purchase decisions have
been impacted by online reviews
• 84% of millennials believe that User Generated Content
(UGC) is critical to their purchase decision
• +80% of Twitter users follow at least 1 brand
• +85% of US companies are on Facebook
@SeanSandhurst
• 70% of boomers believe that User Generated Content
(UGC) is critical to their purchase decision

15. Are “Likes” important?
Why is it important to have someone
‘Like’ a brand?
54% of Facebook users who “liked” the
page of a brand or company that sells a
product or service said they were
@SeanSandhurst
somewhat or much more likely
to purchase from that brand.
*Soucre: eVoc insights, Jan 31, 2012

16. Would you market to these people in the same way?
(well known)
@SeanSandhurst
(well known)

17. Do you know the difference: Demographics vs. Psychographics?
Social Media has changed the way we market our businesses!
(well known)
@SeanSandhurst
(well known)

18. What is….
…In-house Social Media Management
…Outsourced Social Media Management
@SeanSandhurst
What does it mean to have a combination of both?

19. Pros
In-house
Cons
control
experience
internal understanding
time
-policy/process
-learning tools and mistakes
-customer service
content creation
-negative comments
keeping up on trends
building internal buy-in
cost
and team building
resources (the right ones)
cost (staff)
Short term stategy
Long term strategy
resources (the right ones)
@SeanSandhurst
internal tone/voice

20. Pros
Outsourced
experience
Cons
cost
-strategy
customer service
-efficiency w/tools
keep up with trends
-tactics that work
learning
-learn from their successes
harder to get department
content creation
expertise
Short term strategy
Long term strategy
@SeanSandhurst
get company buy-in with
integration

21. Pros
Combination
Cons
build experience
cost
department integration
ownership of expertise
internal knowledge
use external expertise
cross communication
training
leverage success and creativity
@SeanSandhurst
Short term strategy
Long term strategy

22. Common mistakes….
Too many handles/channels/platforms
2.
3.
4.
5.
Content issues
Wrong type (message, images, video etc)
Not enough (
See Fails at the end of the presentation)
6.
Wrong metrics
7.
8.
9.
To much selling not enough giving
Jab-Jab-Jab-Jab-Right Hook
4-1-1 (4 gives, 1 sell, 1 RT)
10. Not integrated throughout company
11. No goal/strategy
@SeanSandhurst
1.

23. What Questions Should You Ask Yourself?
What are my social media goals that align with my business goals?
2.
Do I (or my team) have the time?
3.
Do I (or my team) have the resources?
4.
Do I (or my team) have the expertise/knowledge? What do I say?
Where do I say it? How do I say it? How do I respond to negative
comments?
@SeanSandhurst
1.

24. What Questions Should You Ask Yourself?
Do I (or my team) have the compelling, constant content that will
‘move’?
2.
Do I have to hire someone?
3.
Do I have the money to hire someone? At what value?
4.
How will we measure success? ROI, ROE, etc
Any others?
@SeanSandhurst
1.

25. What Questions Should You Ask an Agency
(3rd Party Company)?
Indepth Questions…
Describe our business model. How will social help us achieve those
goals?
Who are we trying to communicated with
Do we have a content editorial schedule
2.
Describe another client with business goals similar to ours and what
have you done specifically to help them achieve those goals?
3.
How do you measure success and ROI in social? How will you track
our program’s performance? What are our KPIs and benchmarks?
A. what is success to us? Followers, conversions, RTs, Replies?
@SeanSandhurst
1.

26. What Questions Should You Ask an Agency
(3rd Party Company)?
Indepth Questions…
For my brand, how many fans and followers should I have? How will
we leverage them to drive business?
Do you know what your followers want?
Do you know what they are consuming/engaging with?
5.
What role do employees play in our social media strategy? What is
the best way to utilize them?
Do we need one manager or is it a company wide thing?
6.
Should a brand do it’s own community management or should an
agency own the channels?
Is this a question or ownership, voice, tone, responsibility…?
@SeanSandhurst
4.

27. What Questions Should You Ask an Agency
(3rd Party Company)?
Indepth Questions…
What role does content play in social? And who should create my
content?
Do you have someone who can do a Content Editorial Calendar?
What is your audience into? What will they/do they consume?
Where are they? Which social streams?
What do you want them to do? Convert, share, converse
8.
Explain paid, earned, and owned. Do I need it? If so, how do I
integrate it into my social strategy?
9.
People love my brand. How do we leverage these conversations
and people that are talking about us? How do we get our current
customers talking about us on social?
@SeanSandhurst
7.

28. What Questions Should You Ask an Agency
(3rd Party Company)?
Indepth Questions…
@SeanSandhurst
10. What is the difference between bloggers, social super fans?
And what can we do with them?
How do they each provide my brand value?
How do you define influencers and advocates and
what value can they drive for my brand?

29. Examples of Success and Failures
(from both In-house and Outsource)
@SeanSandhurst

30. Examples - WestJet
WestJet
@westjet
124,991 followers
• All conversations for
the company are on
one feed
• Initiate conversation
• Contests
• Link to their online and
offline information
@SeanSandhurst
• Customer service
30

31. Examples - WestJet
WestJet
Facebook Page
451,000+ Likes
• 2.4% engagement
(talking about)
@SeanSandhurst

32. Examples - WestJet
WestJet
Youtube channel
3355 subscribe
@SeanSandhurst
• April fools
Kargo Kids
• 757, 713 views
• 2825 Likes
http://youtu.be/M4SkoJy3D0M

33. Examples of Success and Failures
(from both In-house and Outsource)
McDonald’s (outsourced creative)
Mighty Wings
#MightyWings
@SeanSandhurst
TV
Microsite
Facebook
Twitter
Instagram
YouTube

34. Examples of Success and Failures
(from both In-house and Outsource)
Reebok (outsourced creative)
Max versus Sid (puck in the dryer)
http://www.youtube.com/watch?v=kOemZRrCqpg
TV and social
Sidney Crosby
versus
Maxime Talbot
@SeanSandhurst
Vayner Media
Multiplatform

35. Examples of Success and Failures
(from both In-house and Outsource)
Success
KLM (LinkedIn and Social in general)
• Customer Engagement experiment 2010
• http://www.youtube.com/watch?v=pqHWAE8GDEk
• http://www.klm.com/travel/us_en/prepare_for_travel/on_board/Yo
ur_seat_on_board/meet_and_seat.htm
• http://www.forbes.com/sites/kashmirhill/2012/02/29/will-planebased-social-networking-fly-with-travelers/
@SeanSandhurst
• LinkedIn (seat mate)

36. Examples of Success and Failures
(from both In-house and Outsource)
Success
@LandRover
RacetheSun
@SeanSandhurst
@Allstate
@Mayhem
Twitter, TV,
Youtube
Vine

37. Examples - KLM
• KLM Royal Dutch
Airlines
• @KLM
• 594,195 followers
• Customer service
• Initiate conversation
• Contests
• Link to their sites
(Blog)
@SeanSandhurst
• All conversations for
the company are on
one feed

38. Examples
- KLM
LinkedIn
@SeanSandhurst

39. Examples - KLM
Pinterest
@SeanSandhurst

40. Examples of Success and Failures
(from both In-house and Outsource)
Success
• Dove (video) – the real you
• @Nenshi (everyday on Twitter)
• Calgary Police (Flood) *Award Winning
• PizzaHut (@pizzahut with #WorldsGreatestPizzaParty )
• Lulemon @lulemon (Instagram)
@SeanSandhurst
• Lowes (Twitter and VineApp #fixitinsix)

41. Examples of Success and Failures
(from both In-house and Outsource)
Success
Dove (video) – the real you sketches
http://www.youtube.com/watch?v=XpaOjMXyJGk
@SeanSandhurst

42. Examples of Success and Failures
(from both In-house and Outsource)
Success
@Nenshi (everyday on Twitter)
Lowes (Twitter and VineApp #fixitinsix)
@SeanSandhurst
https://vine.co/v/bU61aqq2YOp

43. Examples of Success and Failures
(from both In-house and Outsource)
Success
Pizza Hut @Pizzahut
#WorldsGreatestPizzaParty to kick-off the NFL
@SeanSandhurst
Pizza Company kicks off NFL football season with massive pizza party, exclusive
gameday deals at PizzaHut.com and chances to win freebies on brand's social
media channels

44. Examples of Success and Failures
(from both In-house and Outsource)
Success
@Luluemon
@SeanSandhurst

45. Examples of Success and Failures
(from both In-house and Outsource)
Success
@Heineken
•
•
•
•
•
Live in person
Twitter
YouTube
Instagram
Etc….
@SeanSandhurst
DepartureRoutlette
Multi-channel

46. Examples of Success and Failures
(from both In-house and Outsource)
Fails
Applebees - Risk of employee acting out
http://www.news.com.au/technology/biztech/us-restaurant-applebeescommits-social-media-suicide/story-fn5lic6c-1226570581548
@SeanSandhurst

47. Examples of Success and Failures
(from both In-house and Outsource)
Fails
Scripted Twitter replies do not work:
American Airlines: insults were being tweeted and AA responded
“Thank You for your support”
@SeanSandhurst
“Unknown” Canadian grocery store:
-Concerns tweeted to grocery store and responses were all the same; (in-house
management with strict legal restrictions)
“Please let us know what store you shop at and we will take it up with the store
manager”

48. Examples of Success and Failures
(from both In-house and Outsource)
Fails
Not responding in time – not listening (brand reputation management)
Timing can be everything to take advantage of an opportunity!
Poland Springs Water: @PolandSprintWtr
-opportunity lost
@SeanSandhurst

49. Examples of Success and Failures
(from both In-house and Outsource)
Fails
Disgruntled Employee access HMV Mass Layoffs @hmvtweets
Risk: employee Tweeted live layoffs
"Just overheard our Marketing Director (he's staying, folks) ask 'How do I shut
down Twitter?' #hmvXFactorFiring"
"There are over 60 of us being fired at once! Mass execution, of loyal employees
who love the brand. #hmvXFactorFiring"
"We're tweeting live from HR where we're all being fired! Exciting!!
#hmvXFactorFiring"
@SeanSandhurst
http://www.independent.co.uk/news/uk/were-all-being-fired-exciting-hmv-stafftake-to-official-twitter-account-to-liveblog-their-own-mass-execution8475491.html

50. Examples of Success and Failures
(from both In-house and Outsource)
Fails
Scheduled Tweets without monitoring: Tesco
This tweet came out in the middle of a PR crisis about horsemeat being
found in some of its frozen dinners. (January 17th 2013) and was deleted 25
minutes later
@SeanSandhurst

51. Examples of Success and Failures
(from both In-house and Outsource)
Fails
Insensitive: AT&T 9-11 tweet picture with Z10
http://www.washingtonpost.com/business/technology/atandt-removesapologizes-for-911-tribute-tweet/2013/09/11/6d8f8806-1b06-11e3-a6287e6dde8f889d_story.html
@SeanSandhurst

52. Examples of Success and Failures
(from both In-house and Outsource)
Fails
Insensitive: Did they mean well? @epicurious
@SeanSandhurst

53. Examples of Success and Failures
(from both In-house and Outsource)
Subway Outsourced:
http://adage.com/article/agency-news/subway-hires-360i-socialshop/244195/
@SeanSandhurst
@SeanSandhurst
Nike In-House
http://www.marketingweek.co.uk/sectors/sport/nike-takes-socialmedia-in-house/4005240.article

54. @SeanSandhurst

55. Additional data
@SeanSandhurst
Additional Slides – Information and Stats

56. What is “Social Media” for Social Good
How has the social media and the internet fundamentally changed business
forever.
@SeanSandhurst
http://youtu.be/AkGMVQl8_jI

57. Why should B2B companies be on social media?
Increase Web Traffic
Market Research
@SeanSandhurst
Generate Business Awareness

58. @SeanSandhurst
18-44

59. @SeanSandhurst

60. Trends
• Social Networks
What activity are people doing?
@SeanSandhurst

61. Trends
• Opportunity
• Why is it important to have
someone ‘Like’ a brand?
@SeanSandhurst
• 54% of Facebook users who
“liked” the page of a brand or
company that sells a product
or service said they were
somewhat or much more
likely to purchase from that
brand.
*Soucre: eVoc insights, Jan 31, 2012

62. Trends
Social TV
• How much?
• What are people doing?
@SeanSandhurst

63. Trends
Social TV
• What activity
@SeanSandhurst