Social Media Management - Professional Services Overview

© 2015 AZBlue | www.AZblueinc.com
AZ
SOCIAL MEDIA MANAGEMENT SERIES
PROFESSIONAL SERVICES OPPORTUNITIES
1

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MARKETING INTELLIGENCE: THE GAP BETWEEN BRANDS &
TECHNOLOGY
2
“gray area”
Brand Investments
Brand Strategy, Goals & KPI’s
How to integrate the top layer and bottom layers
in a way that allows the Enterprise, as a whole, to
function as one and maximize both investments
and results?
Creation of strategies
based on existing
Marketing Intelligence
Investments to drive &
manage Marketing
Intelligence to focus on
results in-line with KPI’s
• Brands are purchasing/using social marketing platforms without totally understanding
their capabilities/limitations
Marketing Intelligence tools
are not currently designed
to the specific needs of the
brand end-user!

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MARKETING INTELLIGENCE CAPABILITIES – TODAY
The Gap between Brands and Partner Sales Teams

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THE GAP BETWEEN CUSTOMERS AND PARTNER SALES
The Gap
• Brands today don’t know what they don’t know and are unable to articulate their needs
relevant to the platforms they use
• Partner Sales Teams do not understand their customers business and cannot ask the
right questions to design specific to their needs
The Reason
• Brands buy tools with standard data capture and presentation capabilities (dashboards
and data import) without know what they can actually do while at the same time sales
teams do not know enough of their customers business to ask the questions needed to
make recommendations that will meet their needs
– Example – Customer Care has different needs than PR or Marketing and yet they all receive the
same data.
• More importantly the data they do receive is not contextual in that it does not have
“three dimensional” capability to say whether results are good or bad in context to other
data it is being compared to
– Example – Comparing FB Likes or Engagements of two different brands doesn’t necessarily
mean success…it only means more investment in one area of the larger marketing landscape
The Opportunity
• Strategic Platform Service Providers should create or expand their professional services
capabilities to include workshops and audits to better understand customer needs to
advise them on the right solution vs. cookie-cutter, one-screen-fits-all approach
4

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MARKETING INTELLIGENCE FUNNEL – HOW IT CAN WORK
5
Data Filtering Layer
Analysis Layer
Measurement
Layer
Planning &
Activation
Presentation Layer
Routing Layer
Facebook Twitter YouTube Google Facebook WebsitesBlogs
Platforms used to buy paid media, publish, manage social media
and/or listen to conversations that provide basic quantitative data e.g.
Radian6, Tracx, Brandwatch, Facebook, Google, Hootsuite, Sprout,
Spredfast etc.
At this layer data is presented via dashboards sorted by basic
categories e.g. likes, posts, sentiment, shares, PTAT, geographic
location, channel, or click thru.
Using the graphics available within the dashboards, brands make
visual correlations between their brand status, campaigns and market
trends in contrast to similar data captured about their competitors.
Once the data has been captured and specific trends identified, it is
imported into excel files for manual manipulation and comparison to
other imported market research data to extract/make assumed
correlations
Ad hoc reports and graphics are then used to support brand
strategies as well as measure success/ROI
Once the data is collected from the platform it is manually assessed
by type, severity, requirements and “actionability” (flagged & tagged)
and routed to the appropriate owner for resolution
• Brands are deeply invested in digital/social technologies to plan, execute, manage and
measure marketing initiatives
– If designed & optimized correctly, these assets can maximize the brands efforts to meet/exceed
critical KPI’s
Designing the right
solution & capabilities to
meet customer needs
Opportunity
Designing the right
processes to get specific
data to the right end-
user
Designing the right set of
screens/dashboards to
meet specific needs
focused on KPI’s
Collaborating with clients
to create state of the art
trending analyses
abilities
Collaborating with clients
to create contextual
reports that provide 3
dimensional insights
Collaboration with clients
to design & execute
effective marketing
based on specific trends

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MARKETING INTELLIGENCE FUNNEL – HOW IT REALLY
WORKS
6
Brands use basic tools to listen, manage communities, engage and
publish data and collect basic quantitative data sorted by categories.
This is where most brands assume that the data they need (or can
access) is aggregated into basic graphs, word clouds, timelines etc. to
assess trends
Using the graphics available within the dashboards, brands make
visual correlations between their brand status, campaigns and market
trends in contrast to similar data captured about their competitors.
Once the data has been captured and specific trends identified, it is
imported into excel files for manual manipulation and comparison to
other imported market research data to extract/make assumed
correlations
Ad hoc reports and graphics are then used to support brand
strategies as well as measure success/ROI
This is a key layer that is ignored by 99% of all brands and social
technology providers because it is costly, requires manual
intervention and is resource/time intensive so they move directly to
the Presentation layer.
• In reality, brands do not have the experience/knowledge to know how to use these
platforms “contextually” or how to articulate to SaaS Partners how to design/customize
them specific to their needs
– At the same time, these Partners sales teams are not able to ask the right questions to get there
Data Filtering Layer
Analysis Layer
Measurement
Layer
Planning &
Activation
Presentation Layer
Routing Layer
Facebook Twitter YouTube Google Facebook WebsitesBlogs
Major gap between
clients and service
providers
Issues
Disconnect
between data and
client needs
Trends determined
on data that is not
contextual
Decisions made on
data that is not
contextual
Measurements
made on data that is
not contextual

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THE ROADMAP TO SUCCESS: MAPPING THE JOURNEY
• Before the SMP can be created, the Brand must create a map of what [they envision]
happens, what causes it, how it assessed and ultimately how it resolved & measured.
7
Efficiencies
Best
Practices
SWOT
Trend Identification Resources Solution Timelines Tracking Assessment Measurement OptimizationListening
Negative social
trending around
brand detected
Confirmation
that an issue
exists
Determining the
type and priority
of the issue
What is needed
to resolve the
problem
What is required
to execute a
remedy
Based on
severity, when it
will be resolved
Determining if
the solution is
working
Did the process
meet the
objectives.
How well did the
process work
What lessons
were learned to
improve
Who owns the
Issue? What is
the next step
Trend or
anomaly?
Alarms
triggered?
Pre-set
threshold?
Impacting
/ Valid?
Online? Offline? Positive? Negative? Value? ROI?
Actionable?
How
severe?
Support?SLA’s?
Resources
used well?
Care
PR
Legal
HR
Marketing
Skills? Budget?
Content? Process?
Engagement?
People?
Change?

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CREATING THE RIGHT SOLUTION
8
OPTIMIZE
BUILD
MANAGE
DESIGN
Visualize the end-state
Imagine
• What is the purpose of the SMP?
• What does success look like?
• How will it work?
• How will success meet/exceeds the needs of the Customer?
• Who will run it on a day-to-day basis?
• What assets do you have?
• What assets do you need?
• Who are the customers and what are
their needs/expectations?
• Will it be scalable to meet short-term
and long-terms needs?
Making it work!
Creating the right platform
• How does it work on Day 1+ ?
• Is it running efficiently?
• Are the customers happy?
• Are they receiving value?
• Can it be better?
• What needs to be altered/added?
• What is the growth plan?
• Are the right skill sets in-place?
• What technologies exist now?
• Is there a workflow in-place?
• How do you integrate existing
investments into the platform?
• What/who are the right
complimentary tools & partners
• What are the priorities in terms
of Day 1 production?
• Who owns the process?
• Is it internal, external or matrix
managed?
What does it need to get there?
Ideation
Creation
Activation
• What is in-place today?
• What are the brands SWOT?
• What current assets are available –
tools, technology, people, training &
content?
• What investments have been made?
• How are things done now (process)?
• Are the KPI’s & Metrics applicable
and measureable?
• How is [will] success measured?
• What is realistic?

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PROFESSIONAL SERVICES – SMP DESIGN SOLUTIONS
9
Co-Manage
Manage
Consult
Support
Perform a Social
Assessment of Client:
• Processes
• Tools/Technology
• Content
• Personnel
• Reports
Audits
Create a document on
assessing their Social:
• Processes
• Content
• Personnel
• Reports
Provide Monthly
Feeds:
• Required Data fields to
build ad-hoc SMP
Performance Reports
Deliver Benchmarks:
• Performance Metrics
• KPI Metrics
• Objectives Metrics
• Competitive SWOT
• Industry BIP/Trends
Performance
Reporting
Create/Design
Reports:
• Performance Metrics
• KPI Metrics
• Objectives Metrics
• Competitive SWOT
• Industry BIP/Trends
Client SMP:
• 2 Week Live “In the
Chair” Training –
Customer Site
Deliver Training
Programs:
• SMP Workflow
• Platform Configuration
Training
Create Training
Programs:
• Social Marketing
• Social Care
• Social PR
• Social Sales
Service Provider SMP:
• 2 Week Live “In the
Chair” Training - NYC
Command Center:
• Daily Operations
Command Center:
• Planning
• Design
• Build
• Integration
• Evolution/Upgrade
SMP/COE
Create
Recommendations:
• Technology Needs
• Staffing Needs
• Operational Processes
• Workflow
• SMP Evolution to COE
• Business Continuity
Command Center:
• Daily Operations
Lead workshops on:
• Social Processes &
Enterprise Integration
Optimization
Create
Recommendations:
• Enterprise Social
Strategy (SMP/COE)
• Organizational
Integration
Remote
SMP?
Design, Build & Run
SMP with Client Team:
• Content
• Personnel
• Reports
Design, Build & Run
SMP:
• Content
• Personnel
• Reports
Technology/
Platform
Design &
Recommend SMP:
• Content
• Personnel
• Reports
Design, Build &
Support SMP Client
Team:
• Content
• Personnel
• Reports

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PROFESSIONAL SERVICES – MARKETING INTEL SOLUTIONS
10
• Tools
• Social Impact
Training
• Tools
• Tools
• Customization
• Understanding Trends
• Correlation of
Platform and Brand
Metrics/KPI’s
• Correlation of
Platform and Brand
Metrics/KPI’s
• Report Development
• Customized to
customer current
needs
• Process Review
• Audits – Content,
Resources, Metrics,
Technology
Optimization
• Process Review
• Process Design
• Process Review
• Process Design
• Customized to
customer current
needs
• Customized to
customer current
needs
• Customized to
customer current
needs
• Needs Assessments
• Process Review
Workshops
• Needs Assessment
• Process Review
• Resource Audits
• Process Review
• Process Review
• Process Review
• Customized to
customer current
needs
• Service Provider
specific
Sales
specific
specific
specific
Data Filtering
Routing
Presentation
Analysis
Measurement
Planning &
Activation
Professional Services
• Enterprise Needs &
Solution Design
Consulting
Solution Design
Solution Design
Solution Design
Solution Design
• Customized to
customer current
needs

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PERFORMANCE REPORTS
11
Ad-Hoc Reports
Trend Analysis – Ad-hoc report on specific issues
that are trending and require resolution
Event Timeline – Event timeline reviewing start and
end of events and actions taken and timeframes
each step of workflow occurred and was
completed.
Resolution Case Study – Detailed version of
Timeline report with narrative for Enterprise-wide
analysis and public sharing
SMP Value Analysis – A comparative analysis of the
issues (sentiment) before and after the issue has
been resolved to determine the impact of the SMP
process on the overall solution
SMP Workload Measurements
(Benchmarks)
Sentiment Rate – Normal Mode Sentiment Levels to
establish Alert Thresholds
Alert Rate – Total Alerts raised
Tracking Rate – Total Posts Tracked/Confirmed
Qualification Rate – Total Posts Qualified by
Standard & Non-standard)
Value Rate – Total Posts Accepted & Not Accepted
Categorization Rate – Total Posts Categorized by
each Tag (e.g. Care, Brand etc.)
Triage Rate – Total Posts Categorized by each Flag
(e.g. Level 1, 2 etc.)
Routing Rate – Total Posts Routed
Escalations Rate – Total Number of Posts Escalated
Follow Up Rate – Total Posts Confirmed & Tracked
Engagement Rate – Total Posts Requiring
Engagement
Completion Rate – Total Posts Closed
Non-Completion Rate – Total Posts Still Open
SMP Performance/
MBO Metrics
Confirmation Ratio - Ratio of posts Tracked &
Confirmed vs. Total Alerts = % of the total
Qualification Ratio – Ratio of posts qualified as
Standard and Non-standard = % of the total
Value Ratio – Ratio of posts qualified by each Value
Assignment (Work/Don’t Work) = % of the total
Categorization Ratio – Ratio of posts qualified by
each Tag (e.g. Brand, Customer Care etc.) and
expressed as a % of the total
Triage Ratio – Ratio of posts qualified by each Flag
(Level 1 - 5) = % of the total
Routing Ratio – Total Number of Issues Routed by
day or Category = % of the total
Response Time (Avg.) – Average time per response
to a) receipt, b) acknowledgement and c) resolution
Escalation Ratio – Total number of posts escalated
vs. normal routing and resolution posts expressed
as a % of the total.
Commitment Ratio – Total number of commitments
met (Triage Level) vs. not met
Commitment Scorecard – Total number of
commitments met (by Priority and SLA) vs. not met
expressed by a grade of “Fully Met,” “Partially Met”
and “Missed.”

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PERFORMANCE REPORTS
12
Ad-Hoc Reports
SMP Workload Measurements
(Benchmarks)
SMP Performance/
MBO Metrics
Completion Ratio – Total number of posts Closed
vs. Open = % of the total
Completion Scorecard – Grading System/Scorecard
– Showing percentages of each of the five
categories with A=Close Resolved and F= Open
Unresolved
First Post Resolution (FPR) – Total number of Issues
resolved on first engagement vs. required follow-up
= % of the total
Resource Utilization – Ratio of Total Hours
expressed as a percentage of each of the 5 Post
Status’ (e.g. 32 Hours/Closed – Resolved Issues)
Resource Productivity – Ratio of Total
Expense/Budget expressed as a percentage of each
of the 5 Post Status’ (e.g. $57/Closed – Resolved
Issues)
SMP Productivity – Ratio of Total Hours expressed
as a percentage of Total Posts Tracked vs. Resolved
(e.g. 32 Hours/Non-standard Issues or Engagements
etc.)
SMP ROI – Ratio of Total Expense/Budget
expressed as a percentage of Total Posts Tracked
vs. Resolved (e.g. $57/Non-standard Issues or
Engagements etc.)

AZ
Strategy without tactics is the slowest route to victory. Tactics without
strategy is the noise before defeat – General Sun Tzu
azurite blue inc. - we are a consulting firm that has the
experience and ability to help clients articulate their needs
with regards to “all things social,” and create an operational
roadmap to get there!
More importantly, we help design strategies that are based upon executable
tactics and tactics that support achievable strategies!
Contact:
Jim Clark – 908-305-8475
jim@azblueinc.com
www.linkedin.com/in/azblue/

Social Media Management - Professional Services Overview

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