1.
Justin Kistner Sr. Manager of Social Media Marketing Resource Planning Considerations for Social Media

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I said I would talk about <ul><li>How many people should you hire and what roles should they have? </li></ul><ul><li>What business processes do you need to manage the program? </li></ul><ul><li>What are the KPIs you need to look at and how do you troubleshoot when they are off from goal? </li></ul><ul><li>What technologies do you need and what does it take to get them in place? </li></ul><ul><li>What specific metrics should you use to validate social media projects and determine future investment? </li></ul>

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That is too much to cover in detail

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Why do we care?

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Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology* </li></ul>* Forrester, The Growth Of Social Technology Adoption, 2008

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Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>2/3 of the global internet population visit social networks* </li></ul>* Nielsen, Global Faces & Networked Places, 2009

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Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>2/3 of the global internet population visit social networks </li></ul><ul><li>Visiting social sites is ahead of personal email as the 4 th most popular online activity* </li></ul>* Nielsen, Global Faces & Networked Places, 2009

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Social Media Usage is Exploding <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>2/3 of the global internet population visit social networks </li></ul><ul><li>Visiting social sites is ahead of personal email as the 4 th most popular online activity </li></ul><ul><li>And, it’s growing at 3X the rate of the overall Internet* </li></ul>* Nielsen, Global Faces & Networked Places, 2009

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It’s changing your customers expectations

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93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

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85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

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You should know it’s not media

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It’s communication

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Every department uses communication

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But, I’m going to focus on marketing

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Specifically I’ll discuss <ul><li>Staffing </li></ul>

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Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul>

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Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul><ul><li>Technology </li></ul>

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Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul><ul><li>Technology </li></ul><ul><li>Measurement and Decision Making </li></ul>

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Specifically I’ll discuss <ul><li>Staffing </li></ul><ul><li>Business Processes </li></ul><ul><li>Technology </li></ul><ul><li>Measurement and Decision Making </li></ul>Comes with Examples!

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Staffing

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How are the top brands staffed?

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How are the top brands staffed? <ul><li>11 channels </li></ul><ul><li>6 people </li></ul>Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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How are the top brands staffed? <ul><li>11 channels </li></ul><ul><ul><li>35 Twitter accounts </li></ul></ul><ul><li>22+ people </li></ul>Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf and http://www.dell.com/twitter

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How are the top brands staffed? <ul><li>10 channels </li></ul><ul><ul><li>6 yr. old community with 1.7 MM users </li></ul></ul><ul><li>35 people </li></ul>Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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How are the top brands staffed? <ul><li>9+ channels </li></ul><ul><li>1,400+ people </li></ul>Source: http://twitter.com/TWELPFORCE/status/3451116686

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What return are they seeing?

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What return are they seeing? <ul><li>Activity x Channels = Engagement </li></ul>Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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What return are they seeing? <ul><li>Mavens </li></ul><ul><ul><li>High activity, many channels </li></ul></ul><ul><li>Butterflies </li></ul><ul><ul><li>Low activity, many channels </li></ul></ul><ul><li>Selectives </li></ul><ul><ul><li>High activity, few channels </li></ul></ul><ul><li>Wallflowers </li></ul><ul><ul><li>Low activity, few channels </li></ul></ul>Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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What return are they seeing? Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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Example Structure

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Example Structure

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Example Structure Networkers Indexers Bloggers Monitors Analysts

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Example Structure Networkers Indexers Bloggers Monitors Analysts Smaller programs either won’t need this layer or will have fewer in it

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Example Structure Networkers Indexers Bloggers Monitors Analysts You may need more or less people depending how many channels you’re in.

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Example Structure Networkers Indexers Bloggers Monitors Analysts Supporting roles scale with channel staff

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Business Processes

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Operational Models

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Operational Models Call Center Model Dedicated staff exclusively focused on social communication

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Operational Models <ul><li>Focused staff </li></ul><ul><li>Can be outsourced </li></ul><ul><li>Highly scalable </li></ul>Call Center Model Pros Cons <ul><li>Relationship segregation </li></ul><ul><li>Requires additional staff </li></ul>

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Operational Models Hub and Spoke Model Monitoring Team Marketing Support Sales Product

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Operational Models <ul><li>Uses existing staff </li></ul><ul><li>Improves the relationship customers, partners, media, and others with core staff </li></ul><ul><li>Staff is “plugged in” </li></ul>Hub and Spoke Model Pros Cons <ul><li>Can be a distraction from key priorities </li></ul><ul><li>Response times can be slow </li></ul><ul><li>May not be able to support volume for large brands </li></ul>

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Operational Models <ul><li>It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. </li></ul>

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Operational Models <ul><li>It’s not necessarily about hiring new people, it’s reconsidering what they’re doing. </li></ul><ul><li>It’s not about eliminating conversation, it’s about generating more activity. Remember, it’s the Mavens that see financial performance gains. </li></ul>

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Common Processes

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Common Processes <ul><li>Publishing </li></ul>

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Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul>

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Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul>

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Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul><ul><li>Networking </li></ul>

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Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul><ul><li>Networking </li></ul><ul><li>Monitoring </li></ul>

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Common Processes <ul><li>Publishing </li></ul><ul><li>Response </li></ul><ul><li>Outreach </li></ul><ul><li>Networking </li></ul><ul><li>Monitoring </li></ul><ul><li>Governance </li></ul>

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Example Workflow

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Example Workflow

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Technology

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Types of Tools

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Types of Tools <ul><li>Aggregation </li></ul><ul><li>Filtering/Sorting </li></ul><ul><li>NLP </li></ul><ul><li>Analysis </li></ul>

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Types of Tools <ul><li>Collection </li></ul><ul><li>Processing </li></ul><ul><li>Visualization </li></ul>

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Types of Tools <ul><li>Contacts </li></ul><ul><li>Context </li></ul>

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Types of Tools <ul><li>Delegation </li></ul><ul><li>Supervision </li></ul><ul><li>Coordination </li></ul>

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Types of Tools <ul><li>Editing </li></ul><ul><li>Storage </li></ul><ul><li>Delivery </li></ul>

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Example Configuration

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Example Configuration

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Measurement & Decision Making

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High-Level KPIs

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High-Level KPIs Mentions

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High-Level KPIs Mentions Traffic

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High-Level KPIs Mentions Conversions Traffic

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High-Level KPIs Mentions Conversions Traffic Leads

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High-Level KPIs Mentions Conversions Opps Traffic Leads

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High-Level KPIs Mentions Conversions Opps Traffic Leads Sales

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High-Level KPIs Mentions Conversions Opps Traffic Leads Sales

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Channel Health Indicators

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Channel Health Indicators

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Channel Health Indicators <ul><li>It goes much deeper </li></ul><ul><ul><li>Group behavior </li></ul></ul><ul><ul><li>Social dynamics </li></ul></ul>

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Property Health Indicators

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Property Health Indicators

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Example Decision Making

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Example Decision Making <ul><li>Measure which messages on which channels deliver value </li></ul>

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Example Decision Making <ul><li>Measure which messages on which channels deliver value </li></ul><ul><li>Requires an integration between social media monitoring and analytics to close the loop </li></ul>

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Example Decision Making Mentions Conversions Traffic

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Thank you!

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JUSTIN KISTNER @justinkistner http://blogs.webtrends.com/ © 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.