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#SocialScale
From One to a Million:
Managing Social Media at Scale
Dave Fleet – Senior Vice President, Digital, Edelman

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#SocialScale

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What if…

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…this...

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...became this...

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...became this...

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...became this?

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What if this...

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...became this?

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What if this...

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Became this?

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What if...
10,000
@replies/week

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What if...
30,000
Facebook comments/week

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Everything Changes.
We’re not just blogging in the basement any more.

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1. Structure for scale
2. Managing large communities
3. Content planning at scale
4. Measurement for insights

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Structure
Building a foundation for scale

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Challenges
STRUCTURE
• Centralize vs Decentralize
• Corporate vs Business Unit
• Consistency vs Variation
• Specialized Software vs Large suites
• Enterprise Deployment vs Organic Growth
• Individual Disruptors vs Established Program
Managers
Source: Altimeter Group, 2013

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1. Core Team
STRUCTURE

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2. Core/Local Hybrid
STRUCTURE

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3. Core/Regional/Local Hybrid
STRUCTURE

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Factors in the decision
STRUCTURE
• Objectives
• Business Structure
• Scale of Operations
• Business Culture
• Resources

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Community Management
From 1:1 to 1:1,000,000

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Challenges
COMMUNITY
• Scaling 1:1 interactions
• Maintaining a focus on relationships
• Avoiding becoming a social media call centre
• Filtering the signal from the noise

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“The Norms”
COMMUNITY

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1. Moderate to deal with trolls
COMMUNITY

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2. Embrace proactiveness
COMMUNITY
• Help people before they need help
• Win the search battle
• Dive into your analytics and identify new needs
to solve

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3. Recognize you can’t talk to everyone
COMMUNITY
Source: David Armano,
Edelman 2011, edelmandigital.com

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4. Respond publicly when possible
COMMUNITY
• The Internet doesn’t forget
• Others see you responding
• Help others with the same issue
• REMEMBER: There are exceptions

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5. Help customers to help customers
COMMUNITY

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6. Build an army of advocates
COMMUNITY
Public
Target Audience
Customers
Advocates
You

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6. Know your customer
COMMUNITY
Platforms
Behaviours
Technology
Demographics

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Content Strategy
Shiny!!!

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Challenges
CONTENT
Source: Timo Elliott

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1. Know your objectives
CONTENT

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Objectives: A quick refresher
CONTENT
Business
Objectives
Social Media
Goals
Program
Objectives
Strategy
Source: Dave Fleet Tactics
Edelman 2012, edelman.ca

36.
2. Know your channels
CONTENT
1. Demographics
2. Psychographics
3. Reactions
4. Global differences

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3. Execute with rigor
• Optimize volume
• Balance business outcomes with engagement
• Determine the format mix

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Measurement
The eternal (?) challenge

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Measurement IS a challenge for many
MEASUREMENT

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1. Focus on the right things
MEASUREMENT

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2. Connect metrics with objectives
MEASUREMENT
Key Performance
Business Objective
Indicator (KPI)
Conversation Reach
Foster Dialog
Share of Voice
Active Advocates
Promote Advocacy
Advocate Influence
Resolution Rate
Facilitate Support
Resolution Time
Topic Trends
Spur Innovation
Idea Impact

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3. Know what the numbers mean
MEASUREMENT
“Right now you may
only reach 16% of your
fans each week.”

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4. Generate and drive insights
MEASUREMENT
BUILDS ON
EXISTING
COMMUNITY
EQUITY
ACTIVE ACTIVE
CAMPAIGN CAMPAIGN
SPIKE SPIKE
ABANDONMENT VALLEY
MANAGED COMMUNITY
CONSUMER CONVERSATIONS

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5. Full-program measurement
MEASUREMENT
Business Objectives
Measurable Insight-fueled Results
Course correction
objectives plans measurement
Strategy Planning Execution Assessment
Source: Dave Fleet
Edelman 2012, edelman.ca

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Questions?
Dave Fleet, SVP, Edelman
Dave.Fleet [at] edelman.com | Edelman.ca
Edelman.ca