Social media has evolved from a few guys with ponytails to a vital communication channel that is powerful and pervasive. It touches many parts of businesses like customer care, PR, IT, HR, and marketing. However, managing social media is complicated, nonlinear, and difficult. With billions of people using social media, companies need frameworks to measure their social media efforts, including the people, processes, technologies, and impact. Measuring returns on experience and influence can show the business value of social media interactions and word-of-mouth recommendations. Managing a successful social media presence requires coordinated efforts across an organization.
11. Process: So, where are you?
CRAWL
Policy, Process, Pr
ocedure
WALK
Property
Management
RUN
Ecosystem
Engagement
FLY
Social Innovation
& Integration
14. 14
Now the challenge is to measure the
impact of each dimension
Metrics come in all shapes and
sizes
Measurement: So, where are you?
15. 15
Twitter Impression
Reach
Video / Slide Share Views
RT!
Retweet Rates Social Clicks
Socially-Referred
Site Traffic
Socially-Referred
Revenue
Total Reach
Socially-Referred
Leads
Engagement Rate
Chatter Levels
Talking About This
Social Page Views
18. 18
Social ID – Customer ID
Mary searches for
“Small Business Help”
Earned Media
Paid Media
Owned Content
User Generated Content (UGC)
Follows on Twitter
E-mail Opt In
Joins Small Business Community
Friend asks about Small Business on Facebook,
Mary shares BofA content
Shared
Content
Mary’s post triggers
live chat
Mary chats with BofA Small
Business Consultant
Mary enrolls in
Online Business
Suite!
22. Q & A
Mark Grindeland, Chief Marketing Officer
TeleTech Holdings
markgrindeland@teletech.com
@mark_grindeland
Notes de l'éditeur
75% of companies lack a holistic strategy (Altimeter)
CrawlInternal:Steering Committee IdentifiedGovernance models in placeInternal network deployedListening tools and process in placeKPI/Measurement framework establishedPolicy establishedCenter of Excellence identifedExternal:Public facing moderation policyCommunity coordinationContent developmentControlled Paid Media in SocialWalkInternal:Social Enterprise Architecture ConstructedRules of Engagement circulatedEarly adopter training initiatedMonitoring/Analytics inform policy, process and contentCommunity Management Plan activatedExternal:Social properties enhancedVoice and tone establishedInfluencers identifiedTest & learn pilots launchedContent published across multiple propertiesRUNInternal:Partners coordinated and connected to internal leadSocial CMS tools & internal staffing formalizedRegional additions to steering committeeTraining rolled out across the entire organizationExternal:Influencer partnerships formedPlatform partnerships solidifiedEngagement at scale establishedCoordination exists between social, owned, mainstream & Tra-digital propertiesMeasurement, KPIs formalized & standardized across organizationFLYInternal:Systems integrated on back endEmployees, partners and customers connectedCulture of organization more adaptablePeople, processes & platform maturity well establishedExternal:Ambassador programs operating globallyEmployees engaged systematicallySystems integrated on front endAll business functions integrate social layerProduct/service innovations result