The Social Media Center of Excellence has established foundational infrastructure for social business in 2012. It created unified social media policies, training programs, response processes, measurement requirements, vendor selection, and increased the organization's social media readiness score. Going forward in 2013, it will focus on demonstrating business value, being a proactive leader, and aligning long-term social media strategy with overall corporate goals. This includes conducting research, educating associates, formalizing advocacy and stakeholder programs, and integrating social processes with existing systems. The goal is to mature social media use and maximize its impact on key business metrics.

1. Social Media Center of Excellence
Presented to: Social Media Advisory Council, September 2012
Presented by: Kim Snedaker, ACP Social Media Strategist

2. In 2012, built foundational
infrastructure for social
business.
ter

3. What has the Center of Excellence (CoE) done?
Since the beginning of 2012 we have worked to create a unified set of:
Training and Education Social Media Response
Social Media Policies
Programs Processes (Triage)
Measurement
Vendor Selection and
Social Strategy Requirements and
Training
Accountability

4. Social Media Readiness Score increased by nearly 2
points in only 8 months (Jan – Aug, 2012)
June 2011 August 2012

5. Social Readiness rescore shows program
maturity compared to other companies
4.5
Aug 2012:
4 3.65
3.5
3
June 2011:
SRR score
2.5
1.78
Score
2
Rescore
1.5
1
0.5
0
0 0.5
1 0.5
2 13 1 4 1 51 61 17 1.5 8 2 9 3.5 105 11 12 13
Duration of program (in years)
Source: 12 initial SRR scores and two rescores; average initial score is 2.56.
Most companies are regulated and tech.

6. 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

7. Reach
Engagement

8. 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

9. SOCIAL MEDIA PERFORMANCE REPORT: Overall Program
Social Media: Engagement
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: Reach
Jan Feb Mar Apr May Jun July
Facebook 34,773 53,603 33,433 51,719 101,991 102,169 1,967,044 AUG
Twitter 88,440 88,465 82,473 88,206 2,256,787 1,593,846 886,989
2012

10. Social Media Policies & Education Curriculum

11. WE WILL CONTINUE TO USE SOCIAL MEDIA
TO LISTEN
60% of people like brands to Interact with other customers & share experiences

12. 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

13. WE WILL CONTINUE TO USE SOCIAL MEDIA TO HAVE A DIALOG

14. Social Media should be measured as ROE: RETURN ON ENGAGEMENT
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
We will, however, increase our use of Campaign Tracking Codes to:
• Ensure that social content for sales/promotions can be tracked

15. WE WILL CONTINUE TO USE SOCIAL MEDIA TO
MOTIVATE ADVOCACY
67% of consumer purchase decisions primarily influenced by word of mouth

16. Sharing experiences with community
Tagged in post = word of mouth

17. WE WILL CONTINUE TO USE SOCIAL MEDIA TO PROVIDE SUPPORT
50% of people like a brand to find service and support

18. WE WILL USE SOCIAL MEDIA TO ENCOURAGE INNOVATION
47% of people like brands to share ideas for new products and features

19. “I LOVE your TripTik...love
that I can plan my trip “I am trying to “The error is when you
then download it to my renew my are in safari or Firefox
iPod... now if only membership by
it would go right
phone and your and try to lookup an
into my Garmin
Nuvi.” website makes it airport on the car rental
virtually impossible. area. it throws a geo
is it that hard to put
a phone number string error”
somewhere?”
ustomer insights such as this are gathered organically on our social pages:
The Lead team shares these insights back with Product Management

20. Content Strategy

21. Calendar accounts for Twitter, Facebook, Email, Text Alerts, Community
and Events

22. Weekly Calendar

23. SO-LO-MO
SOCIAL – LOCAL - MOBILE

24. Paid Promotion Campaigns on Facebook & Twitter

25. Align Social Content with Business Plans

26. Social Media Center of Excellence
2013-2015 Roadmap
2011 2012 2013 2014 2015
Altimeter

27. Social Media Center of Excellence
2013-2015 Roadmap
2011 2012 2013 2014 2015
Altimeter

28. 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.

29. 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.

30. SOCIAL IMPACTS THE BOTTOM LINE
“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!”
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
Epsilon
Social Media Beyond Likes & Follows

31. Building Business Value

32. Travel
 Where in the World- Alaska featured on
Wednesday
 Cruise sale email sent out next day
 First banner image on Travel landing page

33. Membership - Positive Brand Sentiment
Car Care
Guess the location of the new CCIT
Roadside
Featuring a service we offer in
trivia context

34. FACEBOOK: Sentiment
Positive Sentiment Negative Neutral Sentiment
Sentiment
Twitter >> Reach
Travel Travel
Travel Advocacy
Discounts
Car Care
Roadside Membership
Roadside
Membership Discounts
Insurance 0%
Share of Conversation
Car Care
Advocacy
Travel
Discounts
14%
Roadside
Membership
Insurance

35. 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)

36. Content Marketing Builds Stronger Brands
 Awareness
 Trust
 Purchase Intent
 Word-of-mouth
 Customer Engagement
 Lower Acquisition Costs
Altimeter

37. Content is like leftover turkey.
© 2012 Altimeter Group
Altimeter

38. Amplify: Slice ‘n’ Dice For Greater Impact
PowerPoint Video
Deck on Speech on
Slideshare YouTube
Create a Transcribe
Webinar
or Training
Speech for Blog
Post
Turn Into a
Extract
Whitepaper,
Charts and
eBook or
Infographics
Column
Altimeter

39. Conduct a Content Audit to Assess Assets
Page/Su Page Type of Source of Owner/Ap What’s It Support Findable & Clean, Keyword/
b- Name Content Content prover/Pub About? User/Busin Used? Professional, Metadata/
Section lisher ess Goals? Analytics Logically SEO
Organized?
1.1 Home xxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx
1.2 Widget xxxxxxx xxxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx
Page
1.3 About xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx xxxxxx
Acme
Corp
Altimeter

40. How Successful Brands Deploy
Converged Media
Altimeter

41. Creating branded ‘surround sound’: how
media types influence and enable each other
OWNED
PAID Instructs where to amplify EARNED
Drives volume
41
Altimeter

42. 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

43. 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

44. 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

45. 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

46. 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

47. 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

48. 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

49. Questions