The document discusses improving the effectiveness and efficiency of marketers and their agencies through social media. It notes that most early social media efforts were uncoordinated and siloed, but companies have increasingly moved to a "hub and spoke" model with centralized social media resources. It also discusses how major social networks like Twitter have helped marketers develop "always on" strategies for social media. Finally, it outlines key principles for successful social media strategies, noting that large organizations focus on areas like centralized coordination and proficiency across business units.

1. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR
AGENCIES
Nov, 2014
Who owns Social?

2. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR
AGENCIES 2
Building Teams for
Social Media

3. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR
AGENCIES 3
Identifying Frameworks
The consultancy, Altimeter, assessed how companies organize for
social media, observing that most businesses were initially
characterized by some form of ‘social anarchy, siloed,
uncoordinated social efforts.’ However, they concluded
that the majority had started to move towards adopting the ‘Hub
and Spoke’ formation, partly with the goal of providing centralized
resources
to business units.
Most organizations are at an ‘intermediate’ stage, leaving behind
reliance on interns to manage their social media activities, and
have embarked upon recruiting the right resource across their
business.

4. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR
AGENCIES 4
Learning from Social Networks
Marketers have also turned to the major social networks to learn
how they might prepare for and establish the right resource for
engaging with social media. Twitter, in particular, has been
assiduous in presenting to agencies and advertisers not only
information about its proposition but also about the type of
strategies that can be pursued effectively. This has been
developed under the label of ‘Marketing in the Moment’ and
encompasses the always on and real-time response nature of the
micro social network; thus, they have helped marketers look at
their social media strategy in the light of a set of key priorities:
• Plan for always-on marketing moments.
• Create a winning content calendar.
• Plan for the best scenarios.
• Expect the worst scenarios.
• Speed can be a key differentiator.

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Key Principles for Making Businesses Social
Social Media approaches developed in the Group Centres of
large, global and complex organizations, ranging from FMCG
brands to financial services, are useful guides to developing
successful strategies for social media. These types of
organizations tend to focus on and be proficient in a number of
areas that have major implications for how they conduct their
business – they can be divided into the following key principles:

6. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR
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For more information about Social 40
, and profiles of innovative social
agencies around the world go to :