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The Social Company
Ontdek de kracht van het sociale web
The Social Hub
5 P model for organising your social operation
Amst...
Dell Social Media Listening Command Center
Launched Dec 2010 (source: Mashable)
Gatorade Social Mission Control Center
Launched Jul 2010 (source: Digital Buzz)
NVIDIA Social Media Command Center
Launched Nov 2011 (source: NVIDIA)
What did you think
when you first saw this?
I WANT THIS TOO!
Why?
What is the social hub?
Metaphore for control over the outside
world, a base for decision making
Metaphore for overview, providing the feeling of
risk reduction in a dangerous mission.
What is the social hub?
The room where it all happens
The social media team
A center for experience and knowledge shari...
Hub & Spoke model
“A cross-functional team, in a centralized position
that helps various nodes such as business units”
The 5p model for organising
your social operation
Proces
People
PositionProgram
Platform The
Social
Hub
Strategy
Strategy first!
• 5 p model assumes a strategy is defined
• Social strategy means defining:
– People Who are you targeting...
Proces
People
PositionProgram
Platform
The
Social
Hub
Education Access
Roles Hierarchy
People
Roles
Bron: Survey of Corporate Social Strategists, Altimeter Group, November 2010
Roles
Role Tasks and responsibilities
BU responsibility, contact person for the project phase.
Operational responsibility ...
Organisation
Board
Corporate
Strategy
Corporate
Finance
ICT Recruitment
Corporate
Communications
Social Hub
Business units...
Hierarchy
• Being part of the social hub is an exciting and
inspirational job
• But also a vulnerable and demanding job
• ...
Education
• Training the team
– Tooling
– Engagement
– Product knowledge
– Safety
– Crisis
– Code of engagement
• Training...
What’s in a name
• “Code of conduct”
• “Social media policy”
• “Social media guidelines”
Source : Department of Justice, V...
Ecosystem Tooling
Outposts Community
Platform
Process
People
PositionProgramme
Platform
The
Social
Hub
Ecosystem
Source: Telligent
Ecosystem
Source: KREM The Social Company
Managed outposts
Community
Landscape of monitoring tools
Source: KREM The Social Company
Radian 6
Monitoring
Engagement Twitter/Facebook
Workflow
Wildfire
• Full shot
Campaign management
Reporting
“CMS” Facebook page
Branding Organisation
Culture Location
Position
Process
People
PositionProgramme
Platform
The
Social
Hub
Branding
Source: http://www.flickr.com/photos/marketingfacts
Culture
Source: Vodafone
Organisation
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
Scalable organisation
Beginner/
Experimental
Formalized/
Intermediate
Mature/
Advanced
Average Total
Budget
$66.000 $1.002...
Organisation
Social Media
Board (mixed)
Stakeholders
Operation
Policy
Alignment
Content Planning
Online events Offline events
Program
Proces
People
PositionProgram
Platform
The
Social
Hub
Now Q1 2012 Q4 2012
FOUNDATION TACTIC INTEGRATED
Q4 2014
> SOCIAL
Programme: :
Platform
Positioning:
test
People:
Position...
Contentplan
Online event
Offline event
Workflow Monitoring
Reporting Social CRM
Proces
Proces
People
PositionProgram
Platform
The
Social
Hub
Workflow engagement
Source : David Arrmano (Edelman)
Workflow
Source: KREM The Social Company
IMPACT
ACTION
ENGAGEMENT
INFLUENCE
REACH
Social Impact Model
REACH
“I’m listening
to you…”
Social Impact Model
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFL...
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFL...
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFL...
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFL...
Social Impact Model
“I’m listening
to you…”
“I’m talking
about you…”
“I’m talking
with you…”
“I’m doing
something for
you…...
Reporting metrics
Twitter Facebook Website Linked In YouTube
REACH
“I’m listening
to you…"
# tweets # posts # posts # upda...
Social CRM - 2015
The ultimate CRM data:
The clients social profiles
What if the 5 p’s
are not balanced?
Proces
People
PositionProgram
Platform The
Social
Hub
Strategy
The 5p model:
getting ready for social business
Is your operation ready?
Questions?
Thijs Sprangers
Partner KREM
020-6811500/06 - 24688439
www.twitter.com/thijs_sprangers
www.linkedin.com/sprange...
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TSC12 - Thijs Sprangers - KREM

  1. 1. The Social Company Ontdek de kracht van het sociale web The Social Hub 5 P model for organising your social operation Amsterdam February 9th 2012
  2. 2. Dell Social Media Listening Command Center Launched Dec 2010 (source: Mashable)
  3. 3. Gatorade Social Mission Control Center Launched Jul 2010 (source: Digital Buzz)
  4. 4. NVIDIA Social Media Command Center Launched Nov 2011 (source: NVIDIA)
  5. 5. What did you think when you first saw this?
  6. 6. I WANT THIS TOO!
  7. 7. Why?
  8. 8. What is the social hub?
  9. 9. Metaphore for control over the outside world, a base for decision making
  10. 10. Metaphore for overview, providing the feeling of risk reduction in a dangerous mission.
  11. 11. What is the social hub? The room where it all happens The social media team A center for experience and knowledge sharing Front door for contact with the world outside Hardware and software
  12. 12. Hub & Spoke model “A cross-functional team, in a centralized position that helps various nodes such as business units”
  13. 13. The 5p model for organising your social operation
  14. 14. Proces People PositionProgram Platform The Social Hub Strategy
  15. 15. Strategy first! • 5 p model assumes a strategy is defined • Social strategy means defining: – People Who are you targeting? – Objectives What do you want to accomplish? – Strategy How will you do that? • 5 p model assumes a company past experimental stage
  16. 16. Proces People PositionProgram Platform The Social Hub Education Access Roles Hierarchy People
  17. 17. Roles Bron: Survey of Corporate Social Strategists, Altimeter Group, November 2010
  18. 18. Roles Role Tasks and responsibilities BU responsibility, contact person for the project phase. Operational responsibility (provisional sub task) Actively manages central web care and informs business units. Supports label managers, supervises cooperation. Supervises implementation and strategy updates. › Social media manager (business unit level) › Web care agents › Social media manager (central) › Social media analyst Gathers data, reports and shares trends and insights. Central role in monitoring and reporting. › Programme manager › Project managers & experts › Social Media Board Ultimate responsibility for timing and quality of project results. Overall project coordination. Responsible for project performance, knowledge transfer and project results. Decision making, verifies project results. Supervises cooperation between BU’s, corpcom and recruitment Afterproject phase Duringproject phase Source: KREM The Social Company
  19. 19. Organisation Board Corporate Strategy Corporate Finance ICT Recruitment Corporate Communications Social Hub Business units Source: KREM The Social Company
  20. 20. Hierarchy • Being part of the social hub is an exciting and inspirational job • But also a vulnerable and demanding job • Who is responsible for the team? • The team needs a sponsor that can protect them and create conditions to help it get result • Unsponsored teams tend to float … and can eventually sink Source: KREM The Social Company
  21. 21. Education • Training the team – Tooling – Engagement – Product knowledge – Safety – Crisis – Code of engagement • Training the company – Basics of social – Code of conduct – Inspiration sessions – Best practice sharing – Learning center
  22. 22. What’s in a name • “Code of conduct” • “Social media policy” • “Social media guidelines” Source : Department of Justice, Victoria , Australia
  23. 23. Ecosystem Tooling Outposts Community Platform Process People PositionProgramme Platform The Social Hub
  24. 24. Ecosystem Source: Telligent
  25. 25. Ecosystem Source: KREM The Social Company
  26. 26. Managed outposts
  27. 27. Community
  28. 28. Landscape of monitoring tools Source: KREM The Social Company
  29. 29. Radian 6 Monitoring Engagement Twitter/Facebook Workflow
  30. 30. Wildfire • Full shot Campaign management Reporting “CMS” Facebook page
  31. 31. Branding Organisation Culture Location Position Process People PositionProgramme Platform The Social Hub
  32. 32. Branding Source: http://www.flickr.com/photos/marketingfacts
  33. 33. Culture Source: Vodafone
  34. 34. Organisation Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
  35. 35. Scalable organisation Beginner/ Experimental Formalized/ Intermediate Mature/ Advanced Average Total Budget $66.000 $1.002.000 $1.364.000 Average Team Size 3,1 8,2 20,8 Organizational Model Centralized 37% Hub & Spoke 49% Hub and Spoke 44% Source : Survey of Corporate Social Strategists, Altimeter Group, November 2010
  36. 36. Organisation Social Media Board (mixed) Stakeholders Operation Policy Alignment
  37. 37. Content Planning Online events Offline events Program Proces People PositionProgram Platform The Social Hub
  38. 38. Now Q1 2012 Q4 2012 FOUNDATION TACTIC INTEGRATED Q4 2014 > SOCIAL Programme: : Platform Positioning: test People: Positioning: Proces: Programme: Platform: Positioning: Programme: Platform: Positioning: test test test Planning Business as usual Business development People: social media manager Proces: Proces: Proces: People: + social buiness analist People: + webcare + social marketeer Programme: Platform:
  39. 39. Contentplan
  40. 40. Online event
  41. 41. Offline event
  42. 42. Workflow Monitoring Reporting Social CRM Proces Proces People PositionProgram Platform The Social Hub
  43. 43. Workflow engagement Source : David Arrmano (Edelman)
  44. 44. Workflow Source: KREM The Social Company
  45. 45. IMPACT ACTION ENGAGEMENT INFLUENCE REACH Social Impact Model
  46. 46. REACH “I’m listening to you…” Social Impact Model Fans, Friends, Subscriptions, Followers, Listed, Visitors, Views, …
  47. 47. REACH “I’m listening to you…” Fans, Friends, Subscriptions, Followers, Listed, Visitors, Views, … Social Impact Model INFLUENCE “I’m talking about you…” Share of Conversation, Top influencers, Sentiment analysis, Share of Voice, Net Promoter Score, Advocates, …
  48. 48. REACH “I’m listening to you…” Fans, Friends, Subscriptions, Followers, Listed, Visitors, Views, … Social Impact Model INFLUENCE “I’m talking about you…” Share of Conversation, Top influencers, Sentiment analysis, Share of Voice, Net Promoter Score, Advocates, … ENGAGEMENT “I’m talking with you…” Shares, Likes, Comments, Conversations, Time on Site, Pages/Visit, Check-in, Replies, @mentions, DM’s, RT ’s, …
  49. 49. REACH “I’m listening to you…” Fans, Friends, Subscriptions, Followers, Listed, Visitors, Views, … Social Impact Model INFLUENCE “I’m talking about you…” Share of Conversation, Top influencers, Sentiment analysis, Share of Voice, Net Promoter Score, Advocates, … ENGAGEMENT “I’m talking with you…” Shares, Likes, Comments, Conversations, Time on Site, Pages/Visit, Check-in, Replies, @mentions, DM’s, RT ’s, … ACTION “I’m doing something for you…” Net new followers, Net new customers, Leads, Orders, Downloads, Newsletter subscriptions, Ideas generated, …
  50. 50. REACH “I’m listening to you…” Fans, Friends, Subscriptions, Followers, Listed, Visitors, Views, … Social Impact Model INFLUENCE “I’m talking about you…” Share of Conversation, Top influencers, Sentiment analysis, Share of Voice, Net Promoter Score, Advocates, … ENGAGEMENT “I’m talking with you…” Shares, Likes, Comments, Conversations, Time on Site, Pages/Visit, Check-in, Replies, @mentions, DM’s, RT ’s, … ACTION “I’m doing something for you…” Net new followers, Net new customers, Leads, Orders, Downloads, Newsletter subscriptions, Ideas generated, … IMPACT “I’m adding value to your business…” Cost-savings, Insights, Revenue, Brand Value, ROI, …
  51. 51. Social Impact Model “I’m listening to you…” “I’m talking about you…” “I’m talking with you…” “I’m doing something for you…” “I’m adding value to your business…” REACH Fans, Friends, Subscriptions, Followers, Listed, Visitors, Views, … INFLUENCE Share of Conversation, Top influencers, Sentiment analysis, Share of Voice, Net Promoter Score, Advocates, … ENGAGEMENT Shares, Likes, Comments, Conversations, Time on Site, Pages/Visit, Check-in, Replies, @mentions, DM’s, RT ’s, … ACTION Net new followers, Net new customers, Leads, Orders, Downloads, Newsletter subscriptions, Ideas generated, … IMPACT Cost-savings, Insights, Revenue, Brand Value, ROI, …
  52. 52. Reporting metrics Twitter Facebook Website Linked In YouTube REACH “I’m listening to you…" # tweets # posts # posts # updates # uploads # followers # fans # (unique) visitors # following # channel subscribers # listed # subscribed # visits # page views # video views # 2nd degree reach total reach # visitors # embedded videos INFLUENCE "I’m talking about you…" # @mentions people talk about backlinks # groups share of conversation Top 10 influencers Top 10 influencers search keywords # group reactions likes vs dislikes hashtag cloud hashtag cloud page rank # (ex) employees tone of comments share of conversation share of conversation share of conversation share of voice share of voice top influencers ENGAGEMENT "I’m talking with you…" # retweets like time on site # likes # likes / dislikes # @-replies # shares pages / visit # shares # comments # favorited # comments # returning visitors # comments # favorited # conversaties # engaged users in site searches # endorsements ACTION "I’m doing something for you…" # click-throughs # click-throughs # RSVPs (inschrijvingen) # web visits via LinkedIn # web visits via YouTube behavior on website behavior on website # subsribers newsletter behavior on website behavior on website … … # downloads # contact employees … # contact/lead forms # promotional clicks … # sollicits IMPACT "I’m adding value to your business…" Avg. order value, Avg. items per order, Avg. time between orders, Customer lifetime value, # cancelled orders, # returned items, # orders per customer, revenue, conversion %, # helpdesk calls, respons-time, # ideas generated, brand value, …
  53. 53. Social CRM - 2015 The ultimate CRM data: The clients social profiles
  54. 54. What if the 5 p’s are not balanced?
  55. 55. Proces People PositionProgram Platform The Social Hub Strategy
  56. 56. The 5p model: getting ready for social business
  57. 57. Is your operation ready?
  58. 58. Questions? Thijs Sprangers Partner KREM 020-6811500/06 - 24688439 www.twitter.com/thijs_sprangers www.linkedin.com/sprangers thijs.sprangers@krem.nl www.twitter.com/kremsocial www.krem.nl

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