2. Am I on the right path?
Resource: Social Media
Maturity Model
Today’s Learning Objectives:
Assess your listening program
Learn to engage at scale
Build a content plan
Measure across channels & brands
3. #1 Create Listening as a Process
Individual
Team
Process
Organisation
Comments: listening is a process not the output of a system, build a plan to
develop your listening capability and select the right type of resources
4. Listen
Publish /
Measure
Your Brand Your Competitors Your
Customer’s World
1 2 3
4 5 6
7 8 9
Engage
#2 Listen to Your Customers World
Comments: Your strategy needs to encompass all 9 boxes. Don’t get stuck in box (1)
and miss the opportunity to identify customer insights
6. #3 Am I ready for this?
Comments: We need to move beyond dependence on a single ninja or outsourcing
social entirely (to a guy in coloured socks). We need to create a sustainable
customer engagement process.
7. Don’t focus on social media sanitation, build processes to help you achieve
escape velocity Jeremiah Owyang, Altimeter: Prioritizing for Scale – #DF12
#4 Prepare to Engage at Scale
8. Comments: Your playbook is your foundation document for how you will execute in
social. Download our
#5 Compile Your Playbook
Resource: Build a Playbook
Business Objectives
Roles & Responsibilities
The Plays
The Workflow
Escalation
Reporting
11. Comments: A shared content calendar and plan is the key to executing integrated
campaigns across channels consistently, it starts with great pillars (themes) and a
kitbag of mechanics (tactics).
#6 Build Your Content Plan
Exec Summary
Goals, Objectives & Metrics
Target Audience Personas
Roles and Responsibilities
Theme, Topics and Types
Distribution & Optimization
Download ebook to Craft a Plan
13. Seek Opinions Activate Advocates Involve in Design
#8 Reusable Engagement Mechanics
Comments: build a library of mechanics by measuring your best content and
examining those of your competitors and peers, make sure they align to your
content pillars and goals, don’t just pump out TGIFs
15. #9 Align Measurement with Goals
A Framework for Social Media Analysis - susan_etlinger
Comments: First, identify how to measure success from a business
perspective before you approach it from a social perspective
Social Media Maturity Model: http://www.radian6.com/resources/library/follow-the-social-media-maturity-model-to-become-a-social-business/
Individual – Chase Bank started this way
Team – Broad Listening to the Brand
Process – Brand but also industry moves into the process centres
Organisation – Kraft / Mondelez uses social data in all parts of the organisation
photo credit: cc: http://www.flickr.com/photos/afagen/5133070639/
http://creativecommons.org/licenses/by-nc-sa/2.0/
Build a Playbook: http://www.radian6.com/resources/library/social-media-playbook/
Not every brand can be as prolific as American Express’s Open Forum right away. Acknowledge your strengths and weakness, know your limits, set realistic goals, and identify what success looks like.
If your business goal is to … … then you should measure …
Generate leads Number of leads generated through social media.
Increase customer satisfaction Positive sentiment around your company and brand.
Lower customer service costs Number of incidents resolved through social media.
Improve your brand’s awareness Share of voice
Improve product quality Number of product-related issues posted.
Looking for detailed guidance on how to build out your social media metrics? Download our ebook 5 Steps to Effective Social Media Measurement. It includes sections on some of the most common social media metrics, including: