Creating A Social Management Platform (SMP) - Imagine

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SOCIAL [MEDIA] MANAGEMENTOVERVIEW

1.22.2014


THE EVOLUTIONARY PROCESS

1. Overview – Imagine!2. Social Management – Phase 1 (Design)3. Social Management – Phase 2 (Optimize)

– Deliverable: Operational Roadmap

4. Social Management – Phase 3 (Build)– Deliverable: Operational Management Document

5. Social Management – Phase 4 (Manage)– Deliverable: User Scenarios

6. Social Management – Phase 5 (Professional Brand-building)7. Social Management – Phase 6 (Sales)

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OPTIMIZE BUILD MANAGEDESIGN


THE EVOLUTION OF BRANDS & SOCIAL MEDIA MANAGEMENT

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Social Brand – Highly interactive and engaged brand uses social media to… • connect with consumers &

customers by anticipating their needs (based on previous)

• drive conversation with constant questions and engaging content

• provide a long-term platform to inspire advocacy and reward loyalty

• highlight the personality of the brand thru people & relationships (vs. corporations)

• connect consumer interaction to brand KPI’s/ROI

• continuously engages in dialog with consumers – not afraid to turn the power of thought to the community

• empower the consumer to speak • share information and provide

insider access• continuously understand the

changing landscape of their market, customer and competitor

• lead rather than follow the market

Social Marketer – Data driven brand uses social media to… • create, grow and manage user

communities• support paid media investment

through content calendars• measure marketing results thru

actions (clicks, likes, follows, shares)

• respond to issues that impact brand perception (Care & PR)

• occasionally start limited engagement with closed-ended comments

Social User – Activity-driven brand uses social media to… • measure traffic and sentiment• craft social tactics around user

generated actions (channels, clicks, sentiment)

• determine success metrics thru quantitative analysis

• reactively change tactics (rare to no engagement)

Social Monitoring Tools

Social Center of Excellence

Social Command Center

Profitability/Margin

No Risk/Reward - Safe Low Risk/Reward – Utilitarian High Risk/Reward – Interactive & Intuitive

Human

Technology


SOCIAL MEDIA MANAGEMENT 101

• What is a Social Brand? An Enterprise-wide philosophy/strategy that digitally connects every facet of its business together, from leadership to employee to marketer to customer.

• What is the advantage of being a Social Brand? The ability to quickly reach, touch, share and communicate with a global consumer marketplace to…

Grow brand positive brand perception and sales opportunities

Build a relationship with customers and reward loyalty

Incentivize and motivate employee satisfaction

Ability to drive Corporate KPI’s and maximize ROI

• Where are most brands today? There is a vast difference between using social to drive and measure paid media campaigns and being a brand that is transparent about their actions and empowering consumers to drive their actions

A majority of brands today are somewhere between reactive listening and regular engagement in friendly channels with known influencers…this is not actually social, it’s just using social to push campaign tactics.

Very few are truly social…have created an honest, and identifiable persona with the digital landscape that empowers people to participate and contribute!

• What is Social Media Management? The ability for a business to evolve into a Social Brand.

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DEFINITIONS: THE BASIC BUILDING BLOCKS

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social media management Creation of a strategy to utilize all available social media elements both external

(communities, influencers & advocacy) and internal technology, processes & resources) to evolve into a Social Brand.

social management optimizationCreation of a highly efficient social management platform by a) determining the

long-term needs of the business, b) assessing the current assets/processes of the business and c) building a roadmap to becoming a Social Media Center of

Excellence

social management platformAn integration of all Enterprise-wide social media technologies, processes and resources into a singular, social media management platform to enhance the

performance of the business, exceed KPI’s and maximize ROI in Social.


SMP: WHERE MOST BRANDS ARE TODAY…

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“gray area”Only a handful of brands have the experience,

knowledge & assets in-place, to actually operationalize their strategy!

• It’s one thing to have a social media tool that generates dashboards and reports…but how do you use that platform and the data to craft, drive and measure the success of Social Management?• Who does what? • What types of workflows,

processes and resources are needed?

• How are things prioritized?

• How are issues resolved?

• Who is responsible for

resolving?

• What types of SLA’s are in

place to ensure issues are

resolved on time?

• How are internal platforms &

databases integrated with

external tools and suppliers?

Most brands today have some basic process (tool) for monitoring social media to gauge brand perceptions, listen to sentiment and

enhance marketing campaigns (paid media).

Many top brands have an Enterprise-level understanding of the value of Social

Management and the impact that real-time listening, engagement and content delivery has on driving their KPI’s. Several of them

even have a strategic plan on how what/how they intend to use Social Management to get

there…


SOCIAL MEDIA MANAGEMENT

• Q – What is the long-term strategy of the Enterprise?

• A – Create a cross-organizational working team to develop a social management strategy that will determine how the SMP will…– drive and manage campaign effectiveness– maximize marketing spend by using best-in-class tools to deliver to highest ROI

targets– drive down marketing & operational costs by reducing redundancy and expanding

reach– the type of platform it will be short- (reactive SMCC) and long-term (Center of

Excellence)

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• and what the SMP will be…– will it be a fully operational internal resolution

center or a “read & route” platform

If the former, who will run the center and who will support it (e.g. Care? PR? Marketing?)

If the latter, who are the action-owners and the support teams/processes?

– how it will operate in terms budget, staffing, reporting, hours, tools and processes


NEXT [FIRST] STEPS…


THE JOURNEY: CREATING THE RIGHT SOLUTION

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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?


THE JOURNEY BEGINS WITH…

• Imagining what the future of the Enterprise will look like and what part Social Management will play in that goal

• Assembling an SMP Leadership Team• Creating an Overall Mission Statement and Strategy• Breaking the team down into groups focused on

– Technology– Process– Resources

• Inviting strategic partners/suppliers (internal & external) to participate• Conducting workshop[s] and audits to assess assets and needs• Designing an integrated [scalable] SMP Roadmap• Starting with short-term, realistic & achievable goals and steps

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AZURITE BLUE INC.

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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!

Contact: Jim Clark – 908-305-8475

[email protected]

www.linkedin.com/in/azblue/

mailto:[email protected]

http://www.linkedin.com/in/azblue/