2. Company Overview
KINSHIP
digital
is
a
social
consultancy
that
specialises
in
understanding,
developing
and
protec:ng
its
clients’
reputa:on,
brands,
businesses
and
people
in
Social
Media.
2
4. Our Values
Kinship
places
its
mission
as
"building
successful
social
enterprises"
for
its
clients
and
pledges
to
use
these
values
to
guide
that
mission.
1. Commitment: We care deeply about our employees, our customers, our
partners and our community. Our word is our commitment and we will always
act with integrity and transparency.
2. Creative Passion: Dedication and devotion are at the heart of every great
idea and we value creativity, not just productivity.
3. Relentless: An unparalleled focus on the success of our customers; always
working to co create value. The customer experience is at the centre of
everything we do.
4. Inspiration: Our greatest asset is our exceptional talent with a bias for
action. The ability to see solutions no one else sees, to dream of innovations no
else conceives, and to create a future no one else can.
@Michae1Green!
6. The Stakeholder Ecosystem
Value Creation Model
COLLABORATION COMMUNITY ENGAGEMENT
3 KNOWLEDGE SHARING 2 CUSTOMER/SALES SUPPORT
SOCIAL ENABLEMENT CUSTOMER SATISFACTION
SOCIAL
BRAND
OPERATIONAL
EXCELLENCE
INTERNAL THE SOCIAL BUSINESS EXTERNAL
(employees) (customers, partners, media)
PROCESS IMPROVEMENT SALES/REVENUE
4 PRODUCT INNOVATION 1 CUSTOMER ADVOCACY
EMPLOYEE ADVOCACY PRODUCT FEEDBACK
7. Take control. Succeed. Lead.
It’s time to ask more of your Social Media.
• Is your Social strategy actively increasing the value of your business?
• Is it measureable? Predictable? Responsive?
• Do you know exactly what’s working, and what isn’t?
• Do you have a clear view of who’s talking about your business, and what’s
being said?
• Do you have an accurate, comprehensive and up-to-the-minute view of what
your competitors are up to?
7
9. Introduction
KINSHIP digital is a social consultancy specialising in
understanding, developing and protecting its clients’ reputation,
brands, businesses and people in Social Media.
We help our clients to:
• Develop a set of proven rules and frameworks for Social success
• Reap measurable, predictable results and significant ROI from their Social activity
• Stay connected to their customers in a way that is both time and budget -efficient
• Gain up-to-the-minute customer insights for increased sales, improved service, faster
product development and more effective marketing
• Listen, understand and act on Social conversations on a large scale
• Harness the power of Social to understand their customers, competitors, and their
market
• Transform their existing operational systems and infrastructure into a differentiated
customer experience
9
10. Services
EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
SOCIAL SOCIAL CUSTOMER DIGITAL
MARKETING
SALES
SERVICE
PR & COMMS
ü Social Marketing ü Sales Insights
ü Rapid Social ü Online Reputation
Insights
Support Response
ü Competitive Management
ü Rapid Social Intelligence
ü Seamless Customer ü Crisis
Marketing Experience
ü Lead Response Management
Response
Centre
ü Peer-to-Peer ü Proactive PR/
ü Social Campaign Crowd-sourced Comms
Tracking
Support
ü Social Event
Management
@Michae1Green!
11. Social Marketing
Are you finding it difficult to gather proper, solid marketing intelligence?
Are you still viewing Social as a ‘soft’ marketing channel?
How about campaign tracking?
Do you know exactly what ROI your Social efforts are delivering?
We will:
• Gather useful, relevant, real-time market intelligence
• Track returns on online marketing spend
• Interact, generate interest and engagement with potential customers
• Execute, monitor and track your digital campaigns
• Manage your Social events
• Identify influential customers - Find the core group of customers who you
really need to be talking to: allowing you to do more for less
• Get real time market insights for marketing campaigns
• Generate – and maintain - buzz around upcoming events
11
12. Social Sales
Kinship’s sales-via-social services delivers in-depth market insights, real-time
competitor intelligence and water-tight leads.
We will:
• Gain valuable insights into your potential customers
• Accumulate important intelligence about your competition
• Bring in leads that are ready to buy
12
13. 81%
of
consumers
using
social
media
say
it's
important
for
businesses
to
respond
to
ques9ons
and
complaints
and
within
a
reasonable
amount
of
9me.
• Most social customers don’t think of themselves as social customers
• Their behavior is dynamic
• Conversations sprout everywhere – Twitter, Instagram, Pinterest,
Facebook
• Social Customers are influential regardless of how many friends, fans
and followers they have
@Michae1Green!
14. Social Customer Service
The web is widely used as a forum for people to discuss, interact with and
comment on products and brands. Customer service is about listening and
responding to customers in a timely and appropriate manner. Online customer
service inquiries can often be seen by hundreds of thousands of people, which
means that an ill-considered response (or none at all) will have a huge impact –
both positive and negative – on your brand.
We will:
• Look after your customers via cost-effective, ‘real’ and appropriate channels
• Showcase your best-in-class service to potential customers.
• Improve customer satisfaction
• Increase referrals
• Reduce costs (on many levels)
• Boost brand perception
14
15. Digital Communications and PR
There used to be a clear distinction between marketing and public relations. The
line is now blurred by the impact of the web – leading to a 24/7 news cycle that is
immediate and viral – and sometimes hard to keep up with. It’s all too easy for a
small spark to turn into a full-blown forest fire.
We will:
• Track your brand sentiment 24/7, meaning no surprises
• Understand – in real time – what is being said about your brand, people,
executives and products or services and be able to respond appropriately
• Identify real-time threats and opportunities
• Identify which channels are the most appropriate for action
• Benefit from measurable, replicable and customised frameworks to manage
your public relations and online brand reputation
• Successfully identify the appropriate channels and influencers for Social PR
15
17. Engagement Process
EVALUATE ESTABLISH EXECUTE
RESEARCH SOCIAL
A STRATEGY & TEAM
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LANDSCAPE
• Conversation and • Define strategy (goals, LISTEN
PLAN
ENGAGE
sentiment analysis
actions, KPIs)
• Identify listening and CRM • Create plan for employee • Launch programs, events
• Surveys, polls and • Identify the right teams, software
and partner training
and campaigns
stakeholder interviews
stakeholders and emp
• Establish a social media • Process and collaboration • Manage internal
• Data mining from social • Establish roles & listening center
design
collaboration and
channels
responsibilities
communication projects
• Determine internal & • Crisis coms and customers
• Intelligence gathering Market • Achieve buy-in from external topics
support escalation tree
• Expand teams and
& Competitor)
senior leadership
channels globally
• Social Architecture Review
• Establish Social
Architecture & a
• Identify Business Use
measurement framework
Cases and Benchmarking
18. Engagement Models and Frameworks
EVALUATE ESTABLISH EXECUTE
RESEARCH SOCIAL
A STRATEGY & TEAM
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LANDSCAPE
LISTEN
PLAN
ENGAGE
! ! !
! !
! ! ! !
!
19. A
Command
Center
is
a
physical
space
where
Governments
and
Companies
coordinate
to
listen
and
engage
their
ci:zens
or
market
in
social
channels
to
achieve
business
use
cases
in
marke:ng
engagement,
customer
care,
risk
management
[crisis
management
/
ORM],
or
opera:onal
efficiency
of
coordina:on
and
contact
center
deflec:on.
Jeremiah
Owyang
Al:miter
Group
@jowyang
@Michae1Green!
23. Appendix"
Additional information
@Michae1Green!
24. EVALUATE
RESEARCH SOCIAL
LANDSCAPE!
Evaluate the Social Landscape
Four Quadrant Assessment Model
A model to efficiently assess a market or customer base from a social point of view. The
first strategic step in a social media COE is to create an assessment, learning where (on
what platforms) a respective ecosystem is engaged.
iGo2 four quadrant assessment methodology includes the following groups:
- Customer mapping and field assessment
- Brand analysis
- Partner and alliance analysis
- Competition analysis
The evidence based assessment identifies where people are in the social web, sentiment
analysis, key interests and reflections. Only once a team is clear about what’s on top of the
customer’s mind, it is able to adequately respond.
The NCP Model
The NCP model is a foundation methodology to social media engagement: Network –
Contribution – Participation
- Network provides the reach
- Contribution is the active engagement and content contribution over such networks
- Participation is the positive or negative reflection of the contribution and the actual
conversation.
Conversation is the currency in social media.
Once the NCP model is implemented in a company’s market engagement strategy, it
provides a self adjusting mechanism to all social initiatives.
@Michae1Green!
25. ESTABLISH
A STRATEGY & TEAM!
Establish Social Strategy
Strategy Hexagon
The KINSHIP digital Strategy Framework for Center of Excellence. Unlike
the traditional top down corporate strategies, the social strategy
framework KINSHIP digital leverages integrates key constituencies of a
market into the strategy development. The strategy is based on six
(hexagon) core elements:
- Goal & Mission
- Benefits
- Actions
- Presence
- Resources
- Reporting
The strategy is based on a evidence based research assessment (see
Four Quadrant Assessment Model) and geared towards a cross
functional social market engagement.
@Michae1Green!
26. ESTABLISH
A STRATEGY & TEAM!
Establish Social Team
Cross Functional Engagement Framework
Social Media is primarily a state of mind – not a campaign
The cross functional social media engagement framework provides the
basis for a company wide social business engagement. It helps
structure the social media leverage within a company so that the teams
in sales, marketing, service & support, product management, HR,
procurement and all other market facing departments are able to work
in a concerted manner in the interest of the brand to the benefit of the
customer. The SMS Team model is based on the establishment of a
Social Media Centre of excellence.
Examples of Organizational Structures
Decentralized
Centralized
Hub and Spoke
Multiple
Holistic
*Organization structure models from Altimeter Group
@Michae1Green!
27. EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE! Execute
Listen
Plan
Engage
Social
Presence
Model
Social
Media
Planning
Model
Advocacy
Model
Social
media
ROI
calcula9on
method
The
Social
Presence
Model
The
Social
Media
Planning
Crea:ng
posi:ve
sen:ments
The
KINSHIP
digital
ROI
model
aids
brands
and
their
teams
model
we
developed
is
a
way
and
an
increasing
level
of
is
a
true
financial
ROI.
The
to
create
a
sustainable
and
to
build
social
media
conversa:ons
as
well
as
ROI
model
takes
incremental
trusYul
presence
in
the
social
ini:a:ves
that
bridge
the
recommenda:ons,
is
the
revenue
from
social
web.
Listening
ensures
oxymoron
between
crea:ng
ul:mate
KPI
(Key
engagement
based
business
teams
are
where
highly
crea:ve
and
unique
Performance
Indicator)
for
a
interac:on
rela:ve
to
the
their
customers
are.
ini:a:ves
while
remaining
to
social
business
engagement.
cost
of
those
interac:ons.
be
structured
in
a
way
that
Effec:vely
covering
paid,
even
a
global
team
can
use
owned
and
earned
ini:a:ves.
and
adopt
it,
manage
it
and
ensure
its
alignment
with
a
strategy.
@Michae1Green!
28. Understanding The Social Brand Versus
Social Business Programs
Community Management
Marketing
Customer Service
Communications
Events
Campaigns
Advocacy
Crisis
SOCIAL BRAND SOCIAL
RESULTS
(External) BUSINESS(Internal)
Training
Process
Collaboration
Organization Models
Research & Development
Policies & Guidelines
Knowledge Sharing
Culture
Infrastructure
@Michae1Green!
29. WHY!
SOCIAL SERVICES!
Social Maturity Journey
1. From reporting to curating and
embedding
2. From analysis and synthesis to
structuring and mining
3. From data gathering to engaging and
tracking
4. From identifying data to mapping
people and conversation
@Michae1Green!
