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Resource Planning for Social Media Marketing - EBriks Infotech
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Resource Planning Considerations for
Social Media
I said I would talk about
• How many people should you hire and what roles should
they have?
• What business processes do you need to manage the
program?
• What are the KPIs you need to look at and how do you
troubleshoot when they are off from goal?
• What technologies do you need and what does it take to get
them in place?
• What specific metrics should you use to validate social
media projects and determine future investment?
2
That is too much to cover in detail
3
4
Why do we care?
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology*
5
* Forrester, The Growth Of Social Technology Adoption, 2008
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit social networks*
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* Nielsen, Global Faces & Networked Places, 2009
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit social networks
• Visiting social sites is ahead of personal email as the 4th
most popular online activity*
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* Nielsen, Global Faces & Networked Places, 2009
Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit social networks
• Visiting social sites is ahead of personal email as the 4th
most popular online activity
• And, it’s growing at 3X the rate of the overall Internet*
8
* Nielsen, Global Faces & Networked Places, 2009
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
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CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
85% BELIEVE THAT A COMPANY
SHOULD GO FURTHER AND ALSO
INTERACT WITH ITS CUSTOMERS
11
CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008
You should know it’s not media
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It’s communication
Every department uses communication
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But, I’m going to focus on marketing
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Specifically I’ll discuss
• Staffing
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Specifically I’ll discuss
• Staffing
• Business Processes
17
Specifically I’ll discuss
• Staffing
• Business Processes
• Technology
18
Specifically I’ll discuss
• Staffing
• Business Processes
• Technology
• Measurement and Decision Making
19
Specifically I’ll discuss
• Staffing
• Business Processes
• Technology
• Measurement and Decision Making
20
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Staffing
How are the top brands staffed?
22
How are the top brands staffed?
• 11 channels
• 6 people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
How are the top brands staffed?
• 11 channels– 35 Twitter accounts
• 22+ people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf and http://www.dell.com/twitter
How are the top brands staffed?
• 10 channels– 6 yr. old community with 1.7
MM users
• 35 people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
How are the top brands staffed?
• 9+ channels
• 1,400+ people
Source: http://twitter.com/TWELPFORCE/status/3451116686
What return are they seeing?
27
What return are they seeing?
• Activity x Channels = Engagement
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
What return are they seeing?
1. Mavens– High activity, many channels
2. Butterflies– Low activity, many channels
3. Selectives– High activity, few channels
4. Wallflowers– Low activity, few channels
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
What return are they seeing?
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
Example Structure
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Example Structure
32
Example Structure
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Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
Networkers Indexers Bloggers Monitors Analysts
Example Structure
34
Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
Networkers Indexers Bloggers Monitors Analysts
Smaller programs either won’t need this layer or
will have fewer in it
Example Structure
35
Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
Networkers Indexers Bloggers Monitors Analysts
You may need more or less people depending
how many channels you’re in.
Example Structure
36
Doers
Managers
Director
Leadership CMO/VP
Program Director
Social Networking
Social Indexing
Blogging Monitoring Measurement
Networkers Indexers Bloggers Monitors Analysts
Supporting roles scale with channel staff
37
Business Processes
Operational Models
38
Operational Models
39
Call Center Model
Dedicated staff exclusively focused on social communication
Operational Models
40
Call Center Model
Pros Cons
• Focused staff
• Can be outsourced
• Highly scalable
• Relationship segregation
• Requires additional staff
Operational Models
41
Hub and Spoke Model
Monitoring
Team
Marketing Support
Sales Product
Operational Models
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Hub and Spoke Model
Pros Cons
• Uses existing staff
• Improves the relationship
customers, partners, media,
and others with core staff
• Staff is “plugged in”
• Can be a distraction from
key priorities
• Response times can be
slow
• May not be able to support
volume for large brands
Operational Models
• It’s not necessarily about hiring new people, it’s
reconsidering what they’re doing.
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Operational Models
• It’s not necessarily about hiring new people, it’s
reconsidering what they’re doing.
• It’s not about eliminating conversation, it’s about generating
more activity. Remember, it’s the Mavens that see financial
performance gains.
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Common Processes
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Common Processes
• Publishing
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Common Processes
• Publishing
• Response
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Common Processes
• Publishing
• Response
• Outreach
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Common Processes
• Publishing
• Response
• Outreach
• Networking
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Common Processes
• Publishing
• Response
• Outreach
• Networking
• Monitoring
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Common Processes
• Publishing
• Response
• Outreach
• Networking
• Monitoring
• Governance
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Example Workflow
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Example Workflow
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Technology
Types of Tools
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Types of Tools
Monitoring
• Aggregation
• Filtering/Sorting
• NLP
• Analysis
58
Types of Tools
Measurement
• Collection
• Processing
• Visualization
59
Types of Tools
Relationship Management
• Contacts
• Context
60
Types of Tools
Workflow
• Delegation
• Supervision
• Coordination
61
Types of Tools
Publishing
• Editing
• Storage
• Delivery
62
Example Configuration
63
Example Configuration
64
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Measurement &
Decision Making
High-Level KPIs
High-Level KPIs
Mentions
67
High-Level KPIs
68
Mentions
Traffic
High-Level KPIs
69
Mentions
Conversions
Traffic
High-Level KPIs
70
Mentions
Conversions
Traffic
Leads
High-Level KPIs
71
Mentions
Conversions
Opps
Traffic
Leads
High-Level KPIs
72
Mentions
Conversions
Opps
Traffic
Leads
Sales
High-Level KPIs
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Mentions
Conversions
Opps
Traffic
Leads
Sales
Channel Health Indicators
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Channel Health Indicators
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Channel Health Indicators
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• It goes much deeper
– Group behavior
– Social dynamics
Property Health Indicators
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Property Health Indicators
78
Example Decision Making
79
Example Decision Making
• Measure which messages on which channels deliver value
80
Example Decision Making
• Measure which messages on which channels deliver value
• Requires an integration between social media monitoring
and analytics to close the loop
81
Example Decision Making
82
Mentions ConversionsTraffic
Thank you!
83
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