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Community Management - presented by Gaurav Singh of Squad Digital

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Gaurav Singh took us through what Squad Digital offers for Community Management as a practice. Another brilliant presentation from Social Media Day Nairobi.

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Community Management - presented by Gaurav Singh of Squad Digital

  1. 1. COMMUNITYMANAGEMENT
  2. 2. New Marketing Landscape• Absolute product parity exists.• The shift that has happened is that the product has moved on from selling a Unique Selling Proposition (USP) to Unique Selling Conversation (USC).• To be relevant you need to provide utility or entertainment.• You need to unlock the opportunities that social media presents.• Actionable insights will come from data.
  3. 3. Social Media StrategyTo make sense of and to fully unlock theopportunities social media presents, we haveto lock it down to easily understandableconcepts and processes: Social Conversation,Activity, Media and eventually it has todeliver value for the business in the form ofCommerce.This occurs across all the social platforms(Facebook, Twitter, G+ and YouTube).
  4. 4. Social Conversation/Activities The rule of thumb for any message management strategy is : 70 : 20 : 10 – CSR & Sponsorship Share & Educate - 70% For Example: What will drive conversation is when we talk about Vodafone. As a responsible brand we can educate our fans on our products & services. Soft Sell- 20% For Example: Creating a competition which will create awareness of our products, lead generation and drive usage. SOCIAL CONVERSATION AND ACTIVITIES SOCIAL MEDIA 10% - Show you are a real person The biggest opportunity is to humanize the brand SOCIAL COMMERCE on social platforms and the easiest way to show this is by interacting with fans regularly.
  5. 5. Social Conversation/Activities The 70:20:10 Rule of Message Management 70% Share and Educate fans/followers about70% brands CSR and Sponsorship activities to own entire category conversation . 20% 10% Easter Eggs Case StudySOCIAL CONVERSATIONAND ACTIVITIESSOCIAL MEDIASOCIAL COMMERCE
  6. 6. Social Conversation/Activities The 70:20:10 Rule of Message Management 70% Share and Educate fans/followers about70% brands CSR and Sponsorship activities to own entire category conversation . 20% 10% P&G Mothers DaySOCIAL CONVERSATIONAND ACTIVITIESSOCIAL MEDIASOCIAL COMMERCE
  7. 7. Social Conversation/Activities The 70:20:10 Rule of Message Management 70% Share and Educate fans/followers about70% brands CSR and Sponsorship activities to own entire category conversation . 20% 10%SOCIAL CONVERSATIONAND ACTIVITIESSOCIAL MEDIASOCIAL COMMERCE
  8. 8. Social Conversation/Activities The 70:20:10 Rule of Message Management 70% Share and Educate fans/followers about70% brands CSR and Sponsorship activities to own entire category conversation. 20% 10%SOCIAL CONVERSATIONAND ACTIVITIESSOCIAL MEDIA Tigo RwandaSOCIAL COMMERCE April Fools Activation
  9. 9. Social Conversation/Activities The 70:20:10 Rule of Message Management 70% Share and Educate fans/followers about70% brands CSR and Sponsorship activities to own entire category conversation. 20% 10%SOCIAL CONVERSATIONAND ACTIVITIESSOCIAL MEDIA Warid Uganda Break up letterSOCIAL COMMERCE
  10. 10. Social Conversation/Activities The 70:20:10 Rule of Message Management 20% Soft Sell/Product Push: Social gaming provides70% entertainment while educating and creating awareness. 20% SCB Dubai Case Study 10%SOCIAL CONVERSATIONAND ACTIVITIESSOCIAL MEDIASOCIAL COMMERCE
  11. 11. Social Conversation/Activities The 70:20:10 Rule of Message Management 10% Show you are a real person: Go an extra mile to 70% solve customer problems and respond like a human not a machine. 20% 10% Personify your social platform with the customerSOCIAL CONVERSATION care reps faces and a shortAND ACTIVITIES bio of who they are . EachSOCIAL MEDIA response to a query/complaint should beSOCIAL COMMERCE initials, which also helps both the company and the client to keep track of the query/complaint. Safaricom customer care.
  12. 12. Social Media This will involve media spend on Facebook. Squad Digital has a partnership with Facebook that lets us buy Premium Advertising solutions. These include: Like Ads Event AdsSOCIAL CONVERSATIONAND ACTIVITIESSOCIAL MEDIASOCIAL COMMERCE Poll Ads Video Comment Ads
  13. 13. Query ResolutionsQuery Resolutions to be handled by thededicated customer reps or a social NOmedia administrator liasing withinternal Departments. All queries arelogged in a system for later analysis QUERY RESOLUTION YES MONITORING CRISIS MANAGEMENT Time: No more than 8 hours
  14. 14. MonitoringIt has been said that the new web is the social web. Opinions and comments are not limitedto individual sites anymore but spread across different platforms with ease. This has beenespecially heightened by the launch of ‘Facebook Connect’. It is therefore important to be able to monitor the social space and track: what is being said, the sentiment of what is being said and the influence that these comments have. QUERY RESOLUTION MONITORING Squad will deploy a proprietary monitoring tool. This tool uses CRISIS keywords to search the social space and creates a visual infographic MANAGEMENT report. In the next slides we will show you screen grabs from the application
  15. 15. Monitoring Our proprietary tools allow us to analyze brand conversations in real time. 4 big features include: Sentiment, Influence, Share of Voice and Spike tracking.QUERY RESOLUTION Influence trackingMONITORING allows to identify people with the Track overall conversations maximum influenceCRISIS about the brand about your brandMANAGEMENT Sentiment tracking that allows to keep a Brand share of voice within real time brand health check the competitive landscape.
  16. 16. Crisis ManagementSquad will work with Vodafone Ghana to implement a risk analysis for every activityinvolving the public to determine how to respond to any failures or mishaps. Each activity shall be considered separately and scenario planning will be done accordingly. A communication strategy shall be created for each scenarioQUERY RESOLUTION together with predefined responses.MONITORINGCRISIS It is impossible to plan for each scenario and Squad will endeavour toMANAGEMENT adapt the strategies in case the worst should happen.
  17. 17. FACEBOOK TWITTER BLOG I ISSUE / QUERY /COMMENT SOCIAL MEDIA ADMIN II ISSUE LOG / TAG CLOUD III SOLUTION GENERATIONIV RESPONSE DEPARTMENT DEPARTMENT DEPARTMENT HEAD / REP HEAD / REP HEAD / REP
  18. 18. End Note- Marketing support structure:Campaign activation through gamification.- Positive brand sentiment/ better NPS:Leverage CSR and Sponsorships for better brand affinity- Customer Resolution:for better customer service and support.
  19. 19. Squad Digital Limited info@squaddigital.com Nairobi 4th Floor, Almont Park, Waiyaki Way P.O. Box 34537 GPO 00100 Nairobi ,KenyaDL: +254 20 4442171 – 9 Gaurav Singh gaurav.singh@squadddigital.com +254 702119129 twitter.com/gauravtwits

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