Social media center of excellence
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Transcript of Social media center of excellence
Social Media Center of Excellence
Presented to: Social Media Advisory Council, September 2012 Presented by: Kim Snedaker, ACP Social Media Strategist
In 2012, built foundational
infrastructure for social
business.
Altimeter
Since the beginning of 2012 we have worked to create a unified set of:
What has the Center of Excellence (CoE) done?
Social Media Policies Training and Education
Programs Social Media Response
Processes (Triage)
Social Strategy Measurement
Requirements and Accountability
Vendor Selection and Training
Social Media Readiness Score increased by nearly 2 points in only 8 months (Jan – Aug, 2012)
June 2011 August 2012
Social Readiness rescore shows program maturity compared to other companies
Source: 12 initial SRR scores and two rescores; average initial score is 2.56.
Most companies are regulated and tech.
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0.5
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1.5
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2.5
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3.5
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4.5
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SRR
sco
re
Duration of program (in years)
Score
Rescore
0.5 0.5 1 1 1 1 1 1 1.5 2 3.5 5
Aug 2012: 3.65
June 2011: 1.78
Value of increased SRR to Clubs/IE • Club/IE Associates have/will received Club social media policy
– An educated employee presents less risk to the Club/IE for creating a social media crisis
• Club/IE Associates will be required to take Social Media Education compliance course; some in
2012; others in 2013
• 4 domain experts working on the Club/IE social programs
– Kim Snedaker, Social Media Strategist
– Leonard Rhone, Community Manager
– Kati Driscoll, Social Media Analyst
– Club/NCNU IE Community Lead
• We provide Club/IE social programs with Social Strategy, Content Strategy, Analytics & Reporting
and Club/IE-specific promotional and campaign needs
• Increased Social Reach & Engagement
• Social Amplification of your other marketing campaigns
• Long-Term
– Creating awareness of everyday value
– Developing relationships and building engagement for sales and marketing opportunities
Reach
Engagement
GOAL : Increase Reach & Engagement from 7/1/2012 - 12/31/2012 How do we define Reach? = Followers + Followers of those who RT & Mention
= Unique people who have seen any content associated with the Page
How do we define Engagement?
= (RTs + Mentions + Clicks) / Total Followers = (Daily Engaged Users) / Total Fans
SOCIAL MEDIA PERFORMANCE REPORT: Overall Program
ENGAGEMENT • Facebook: On track to Exceed Target Goal
• Twitter: Average Engagement Rate of 19%
required to meet Threshold Goal
REACH • Facebook: Exceeding Target Goal • Twitter: 31% to Threshold Goal
Jan Feb Mar Apr May Jun July
Facebook 2% 5% 1% 3% 3% 2% 19%
Twitter 15% 12% 13% 6% 14% 10% 13%
Social Media: Engagement
Jan Feb Mar Apr May Jun July
Facebook 34,773 53,603 33,433 51,719 101,991 102,169 1,967,044
Twitter 88,440 88,465 82,473 88,206 2,256,787 1,593,846 886,989
Social Media: Reach
AUG 2012
Social Media Policies & Education Curriculum
WE WILL CONTINUE TO USE SOCIAL MEDIA TO LISTEN
60% of people like brands to Interact with other customers & share experiences
Social Media Monitoring (moving beyond reactive to pro-active) • Spredfast and Scoutlabs tools • Find Advocate conversations and invite them to join our hosted social pages • Find Detractors and join those external conversations to correct any false information or perceptions
WE WILL CONTINUE TO USE SOCIAL MEDIA TO HAVE A DIALOG
Social Media lives at the very beginning of the sales funnel, like your Brand & PR campaigns. Social Media Objectives are to: Create awareness, answer questions,
motivate interest and trial Then drive leads further down the sales
funnel – through your Online Community Finally ending on your website for
transactions
Social Media should be measured as ROE: RETURN ON ENGAGEMENT
We will, however, increase our use of Campaign Tracking Codes to: • Ensure that social content for sales/promotions can be tracked
WE WILL CONTINUE TO USE SOCIAL MEDIA TO MOTIVATE ADVOCACY
67% of consumer purchase decisions primarily influenced by word of mouth
Tagged in post = word of mouth
Sharing experiences with community
WE WILL CONTINUE TO USE SOCIAL MEDIA TO PROVIDE SUPPORT
50% of people like a brand to find service and support
WE WILL USE SOCIAL MEDIA TO ENCOURAGE INNOVATION
47% of people like brands to share ideas for new products and features
“I LOVE your TripTik...love that I can plan my trip then download it to my iPod... now if only it would go right into my Garmin Nuvi.”
“I am trying to renew my membership by phone and your website makes it virtually impossible. is it that hard to put a phone number somewhere?”
“The error is when you are in safari or Firefox and try to lookup an airport on the car rental area. it throws a geo string error”
Customer insights such as this are gathered organically on our social pages: • The Lead team shares these insights back with Product Management
Content Strategy
Calendar accounts for Twitter, Facebook, Email, Text Alerts, Community and Events
Weekly Calendar
SOCIAL – LOCAL - MOBILE
SO-LO-MO
Paid Promotion Campaigns on Facebook & Twitter
Align Social Content with Business Plans
Social Media Center of Excellence 2013-2015 Roadmap
2011 2012 2013 2014 2015
Altimeter
Social Media Center of Excellence 2013-2015 Roadmap
2011 2012 2013 2014 2015
Altimeter
Executive Summary
In 2013, Focus on demonstrating
business value, become a proactive leader for
the enterprise, and focus on long-term strategy
aligned with overall corporate goals.
Does liking a brand drive loyalty?
54% of Facebook users who “liked” the page of a brand or company that sell a product or service said they were somewhat or much more likely to purchase from that brand.
SOCIAL IMPACTS THE BOTTOM LINE
90 Times per week the average person mentions a brand to family and friends
90% Consumers trust recommendations from someone they know; 70% trust a total stranger
74% Consumers who bought a competing product after hearing a negative recommendation
53% People on Twitter recommend brands in their Tweets with 48% making purchases
“I wish they would start reading these boards.... It might occur to them that the failure of their agents to have a CLUE is
driving some of us away from them for ALL travel.... I figure if they can't do Disney
where they have a relationship and a LOT of travel bookings, I would be TERRIFIED to
give them something complicated!”
Epsilon Social Media Beyond Likes & Follows
Building Business Value
Travel Where in the World- Alaska featured on
Wednesday Cruise sale email sent out next day First banner image on Travel landing page
Roadside Featuring a service we offer in
trivia context
Car Care Guess the location of the new CCIT
Membership - Positive Brand Sentiment
FACEBOOK: Sentiment
Twitter >> Reach
Advocacy
Car Care
Discounts 0%
Membership
Insurance
Roadside
Travel
Positive Sentiment Negative Sentiment
Roadside
Travel
Discounts
Membership
Travel
Neutral Sentiment
Advocacy
Car Care
Discounts 14%
Membership
Insurance
Roadside
Travel
Share of Conversation
ANALYTICS: The Road Ahead
Working with technology partners to track & analyze: • Social Media response rates • Sentiment (across all channels) • Share of Conversation (across all channels)
Content Marketing Builds Stronger Brands
Awareness
Trust
Purchase Intent
Word-of-mouth
Customer Engagement
Lower Acquisition Costs
Altimeter
© 2012 Altimeter Group Content is like leftover turkey. Altimeter
Amplify: Slice ‘n’ Dice For Greater Impact
Speech
PowerPoint Deck on
Slideshare
Video Speech on YouTube
Transcribe for Blog
Post
Extract Charts and
Infographics
Turn Into a Whitepaper,
eBook or Column
Create a Webinar
or Training
Altimeter
Conduct a Content Audit to Assess Assets
Page/Sub-
Section
Page Name
Type of Content
Source of Content
Owner/Approver/Pub
lisher
What’s It About?
Support User/Business Goals?
Findable & Used?
Analytics
Clean, Professional,
Logically Organized?
Keyword/Metadata/
SEO
1.1 Home xxxxxx xxxxxxx xxxxxx
xxxxxx
xxxxxx
xxxxxx
xxxxxx
xxxxxx
1.2 Widget Page
xxxxxxx xxxxxxx xxxxxx
xxxxxx
xxxxxx
xxxxxx
xxxxxx
xxxxxx
1.3 About Acme Corp
xxxxxx xxxxxx xxxxxx
xxxxxx
xxxxxx
xxxxxx
xxxxxx
xxxxxx
Altimeter
How Successful Brands Deploy Converged Media
Altimeter
Creating branded ‘surround sound’: how media types influence and enable each other
41
PAID
OWNED
EARNED Drives volume
Instructs where to amplify
Altimeter
Corporate Roadmap
Develop and socialize the long-term (3-year) corporate road-map:
Advance beyond social business readiness and align social business strategy with overall corporate strategy
Altimeter
Policies/Fire Drills
Further protect the enterprise by updating key social media policies/processes:
Community Policy and Privacy Policy
• Formalize and standardize policies across social channels and sites
Social Media Crises Drills
• Quarterly fire drills to practice response for worst-case scenarios
Altimeter
Research
Develop rigor in research to make data-driven
business decisions:
Customer Hot Topics and Competitive
Analysis:
• Use this data to lead conversations rather than wait for
clubs to come to the Hub
• Aggregate research and provide a dashboard for entire
company for overall vision. This drives conversation at
the highest level of the organization.
Altimeter
Social Media Education
Now that Associates have a formalized education program, focus on:
Associates (Green Belt): Provide ongoing education starting in 2013
SMPs (Black Belt): Formalize curriculum and ongoing training schedule, and/or partner with agencies
Business Units: Provide BUs with an ongoing curriculum for greater consistency within clubs
Altimeter
Stakeholders
Actively involve business stakeholders in the strategy and deployment of social efforts:
Formalize relationships – meet on a regular basis for consensus and buy-in
Altimeter
Customer Advocates
Formalize relationships with customer advocates with ongoing program:
Have already begun this process – by identifying influencers on a weekly basis
In 2013, build a formalized advocacy program
Altimeter
System Integration
Lead coordination of social integration processes into existing Marketing, Support, and Product Innovation systems (MRM, Member Experience, etc.)
Caveat: There is no “silver bullet” solution – processes will remain a patchwork of manual and automated in mid-term
Initiate discussions to:
• Understand existing processes, challenges – and additional requirements
• Identify goals, gaps and develop a coordinated strategy across clubs
• Long term? Aggregate data to get a holistic view of customer
Altimeter
Questions