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Social media management_itu_20120418
- 2. Discussion
Ques2ons
Feedback
Input
#ITUSMM
Page 2 | © 2012 MINDJUMPERS. All rights reserved.
- 3. Social
Media
Management
Objec2ve
of
the
lecture
To
share
how
Mindjumpers
work
with
social
media
management
Page 3 | © 2012 MINDJUMPERS. All rights reserved.
- 4. Two
business
units
under
the
Social
Media
Group
Page 4 | © 2012 MINDJUMPERS. All rights reserved.
- 5. Key
numbers
for
MINDJUMPERS
community
end
2011
Page 5 | © 2012 MINDJUMPERS. All rights reserved.
- 6. Mindjumpers – Social Media Agency
• The
agency
operates
in
Northern
Europe
with
a
main
presence
in
the
Nordic
• Have
in
just
3
years
become
a
leading
full
service
social
media
agency
in
the
Nordics
• Profitable
and
based
on
organic
growth
• Key
offering
is
to
help
companies
and
brands
organize,
manage
and
engage
in
social
media
Page 6 | © 2012 MINDJUMPERS. All rights reserved.
- 7. We
enable
companies
to
strategic
develop
and
execute
interna2onal
social
media
ini2a2ves
in
a
structured,
quality
assured
and
cost
effec2ve
way
across
markets
with
focus
on
crea2ng
effect
and
value
Page 7 | © 2012 MINDJUMPERS. All rights reserved.
- 8. Securing
offering
through
proven
and
structured
process
Organize
• Secure
quality
and
best
prac2ce
in
community
management
across
markets/countries
Manage
&
Measure
• Secured
through
training,
procedures,
guides,
manuals
and
key
performance
measurement
Engage
• Secure
• Brand
consistent
• Social
media
authen2c
• High
responsive
• Na2ve
speaking
• Quality
assured
…
Community
management
Page 8 | © 2012 MINDJUMPERS. All rights reserved.
- 9. Social
Brands
Build
Sustainable
Rela2onships
Why
not
take
advantage
of
the
impressions
you
have
already
made?
Build
and
strengthen
the
rela2onships
you
have
already
established…
Inves2ng
resources
in
building
social
Spending
on
tradi2onal
communi2es.
Growth
in
fan-‐base
as
media/campaigns.
You
create
fans
share
and
become
ambassadors
awareness
about
you
brand
or
product
in
a
limited
period
Seed
through
your
fans
to
create
engagement
in/spread
of
your
new
campaigns.
Page 9 | © 2012 MINDJUMPERS. All rights reserved.
- 10. Brand
loyalty
increases
through
social
media
Due
to
the
sheer
volume
of
consumers
who
are
ac2ve
in
social
media,
it
presents
a
huge
opportunity
for
brands
and
marketers
to
engage
and
reach
out
to
consumers.
Nearly
half
of
internet
users
have
joined
a
brand
community
and
the
benefits
are
significant:
By
developing
and
maintaining
Social
Media
communi2es
brands
progress
58% 76%
Like a brand through
the
customer
engagement
because they are Have
never
funnel
at
a
higher
pace
than
previously
customers “un-‐liked”
a
brand
56% 51%
Would recommend Are
more
likely
to
it to others buy
the
brand
Source: Survey amongst Facebook users by Chadwick
Martin Bailey, 2011
Primary
strengths
of
Social
Media
Page 10 | © 2012 MINDJUMPERS. All rights reserved.
- 11. Page 11 | © 2012 MINDJUMPERS. All rights reserved.
- 12. Page 12 | © 2012 MINDJUMPERS. All rights reserved.
- 13. ?
Organize
Manage
Engage
Measure
Page 13 | © 2012 MINDJUMPERS. All rights reserved.
- 14. Great
a
clear
strategy
for
social
media
(high-‐level)
Page 14 | © 2012 MINDJUMPERS. All rights reserved.
- 16. Get
in
forma2on
Organiza2on
models
Decentralized
Centralized
Hub and Multiple Hub Holistic or
Spoke
and Spoke or “Honeycomb”
“Dandelion”
*Research study conducted by Altimeter Group in 2011 amongst 140 companies (http://www.altimetergroup.com/research/reports/how-corporations-should-prioritize-social-
business-budgets)
Page 16 | © 2012 MINDJUMPERS. All rights reserved.
- 17. The
Hub
and
Spoke
model
is
scalable
Enabling a hub and spoke model within an organisation have been proven* as the best scalable and
secured way to get an organisation to work with social media.
*Research study conducted by Altimeter Group in 2011 amongst 140 companies (http://www.altimetergroup.com/research/reports/how-
corporations-should-prioritize-social-business-budgets)
Hub
The hub acts as the central control that is
responsible for creating and distributing
guides, guidelines, tools and systems,
enabling the spokes to use social media in
Spoke
Spoke
compliance with the social media strategy.
The hub will often be managing the central
initiatives.
Spokes
Spokes are the different departments or Spoke
Hub
Spoke
business units within the company that are
either managing a social media initiative,
content contributing or providing
responses to community users.
Spoke
Page 17 | © 2012 MINDJUMPERS. All rights reserved.
- 18. Start
with
the
essen2al
building
blocks..
Social Media Business Program
Page 18 | © 2012 MINDJUMPERS. All rights reserved.
- 19. A
Social
Media
Manager
needs
great
organiza2onal
skills
Social Media Channel Business Units
Sales
Team
HR
• Publish
Community • Monitor
Members Marke2ng,
PA
and
Engage • Manage PR/
Communica2on
• Inform,
• Coordinate
Legal,
Regulatory
• Escalate Post
Social Media • Content creation
Listen and monitor the Manager R&D
Team
network, stakeholders
• Inform,
and topics. • Plan Customer
• Create support
and
• Release product
team
Management
External Content
19
Contributors
Page 19 | © 2012 MINDJUMPERS. All rights reserved.
- 20. Rolls
and
Responsibili2es
Social Media/ Marke2ng
PA
and
PR/
Customer
Legal
Community Manager Team
Communica2on
support/
Main Tasks Team
Product
Team
Listen
Conversational Calendar
Content Management
Response Management
Escalation Management
Member & User Management
Required Resources Daily Weekly Weekly Weekly Monthly
20
Page 20 | © 2012 MINDJUMPERS. All rights reserved.
- 21. Planning,
Planning,
Planning
Conversa9onal
Calendar
The communication activities on social media must be planned well in advance and at least 6 months
ahead and should cover campaigns, competitions, events, or marketing themes/initiatives. As calendar
will help you as a social media manager to align marketing efforts from marketing and communication
and ensure that these are implemented in your online communication.
Benefits:
§ Ensures consistent communication
§ Gives an overview of the activities planned
throughout the year
§ Ensures that all marketing activities are integrated
to the extent that is intended
§ Enables you to plan conversations around
stakeholder passion points in advance – save
resources
In order to ensure synergy and avoid possible conflicts each
department should deliver their individual activity calendars to
the community manager, who will monitor all activities. The full
calendar will be shared internally with departments to provide
everyone with an overview.
Page 21 | © 2012 MINDJUMPERS. All rights reserved.
- 22. Planning,
Planning,
Planning
Content Calendar
• Plan carefully how frequently messages should be posted; the rule of thumb is 2-4 status
updates a week on a Facebook page.
• A great tool for content planning is a Content Calendar, which should always be planned two
weeks ahead, and proofread by the community management team.
i.e.
Post:
Spark
discussion
Text,
Image,
Video
Go
viral
Ads,
Tab,
App
Get
opinion
Gather
insights
Reference
to
Link
to
asset
Internal
(FB
Tab,
Youtube)
Conversa2on
source
External
(i.e.
Website)
Calendar
Page 22 | © 2012 MINDJUMPERS. All rights reserved.
- 23. Create
a
flow
for
high
responsiveness
Social Media channel Network, stakeholders and topics.
Monitor,
analyse
and
evaluate
conversa2ons
and
dialogues
Social Media/
Community Manager
Community
Moderation &
Members
Response Protocols
Engage
and
Respond
Follow
and
Apply
23
Page 23 | © 2012 MINDJUMPERS. All rights reserved.
- 24. Create
clear
modera2on
and
response
protocals
You need to develop a moderation and response protocol for your initiative when engaging with
community members. Use these guidelines to develop your own.
24
Page 24 | © 2012 MINDJUMPERS. All rights reserved.
- 25. There
is
a
million
of
different
tools
out
there
–
what
is
right
for
your
organiza2on?
Page 25 | © 2012 MINDJUMPERS. All rights reserved.
- 27. Inspira2on
on
how
to
use
sonware
and
services..
hkp://www.slideshare.net/jeremiah_owyang/smms-‐report-‐010412finaldran
Page 27 | © 2012 MINDJUMPERS. All rights reserved.
- 28. Enable
a
training
program
–
no
maker
how
difficult
it
might
seem
Page 28 | © 2012 MINDJUMPERS. All rights reserved.
- 29. jum p e rs
om/Mind
bo ok.c
Face
ump ers
@Mindj
om/blog
ers.c
ind jump
M
@Klit_Nielsen
jonas@mindjumpers.com
Page 29 | © 2012 MINDJUMPERS. All rights reserved.