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Social Risk or “Consulting:Impossible?”
The Reveal
Upside
Explained
acquire and
serve customers
improve collaboration
and
in new ways
passing up opportunities to
Major Risk with Social Technologies?
Recognition
(Initial)
Engagement
(Repeatable)
Friendship
(Defined)
Collaboration
(Managed)
Social Media (Content-Based)
Community (Relationship-Based) Engagement
Direct Engagement
Everything we do
needs to advance a
relationship…or we
shouldn’t bother.
Relationships Take Time and Resources
The Role of Social in Strengthening Relationships
Inexpensive and Fast
Cost Effective and Faster
Expensive and Slow
What’s the
rule?
Recognition
(Initial)
Engagement
(Repeatable)
Friendship
(Defined)
Collaboration
(Managed)
Social Media (Content-Based)
Everything we do
needs to advance a
relationship…or we
shouldn’t bother.
Inexpensive and Fast
Use platforms for their intended
purpose and choose platforms that are
most likely to reach your intended
audience.
Consulting: Impossible...Downside creates Upside?
• Employees
• Community Managers
• Financial Advisors
• Crisis Managers
• Metrics Experts
Appalling– might as well re-title it:
“how Not to embed social into your
company culture”
• Employees
• Community Managers
• Financial Advisors
• Crisis Managers
• Metrics Experts
Consulting: Impossible...Downside creates Upside?
Community Management Playbook
Let’s cross paths with our customers
Social media is a path to achieving a valuable
information exchange with our customers —
To unveil patterns of customer
interactions, build commonality
of interests, and deepen our
relationships with them.
• Employees
• Community Managers
• Financial Advisors
• Crisis Managers
• Metrics Experts
Consulting: Impossible...Downside creates Upside?
• Employees
• Community Managers
• Financial Advisors
• Crisis Managers
• Metrics Experts
Consulting: Impossible...Downside creates Upside?
Crises Science of Social
When and How Should We Respond?
Decide
Decide
Always
Always
Always
Always
Emergency, Serious, Important
Serious, Important
Serious
Important
Important
Important
Inappropriate content
Attack on social property
Potential social/media/PR disaster
Complaint
Guideline issue
General inquiry
• Employees
• Community Managers
• Financial Advisors
• Crisis Managers
• Analytics
Experts
Consulting: Impossible...Downside creates Upside?
Relationships Take Time and Resources
Metrics Find Risk of Wasted Resources….
• # of Followers / Friends
• # of Posts / Tweets
• # of Policy Violations
• # of Links Visited
• # of Inquiries / Response
• # of Downloads
• Effort Spent Learning
• Effectiveness of Training
• Effort Building Initial Properties • # of Mentions
• # of Re-tweets
• # of Links
• # of Shares
• # of Comments
• # of Registrations
• Types of content that drives the
most interest
• Employee activity and use patterns
• # of Referrals
• # of Prospects identified
• % of Reach (Share of Voice)
• Pilot Success
• Customer Feedback
• Customer Sentiment
• # of prospects converted into
customers
• Cost Savings Realized
Qualitative
Quantitative
Recognition
(Initial)
Engagement
(Repeatable)
Friendship
(Defined)
Collaboration
(Managed)
Q & A

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Loras College 2014 Business Analytics Symposium | Greg Hedges: Social Risk or Consulting Impossible

  • 1. Social Risk or “Consulting:Impossible?”
  • 4. acquire and serve customers improve collaboration and in new ways passing up opportunities to Major Risk with Social Technologies?
  • 5. Recognition (Initial) Engagement (Repeatable) Friendship (Defined) Collaboration (Managed) Social Media (Content-Based) Community (Relationship-Based) Engagement Direct Engagement Everything we do needs to advance a relationship…or we shouldn’t bother. Relationships Take Time and Resources The Role of Social in Strengthening Relationships Inexpensive and Fast Cost Effective and Faster Expensive and Slow
  • 7. Recognition (Initial) Engagement (Repeatable) Friendship (Defined) Collaboration (Managed) Social Media (Content-Based) Everything we do needs to advance a relationship…or we shouldn’t bother. Inexpensive and Fast
  • 8. Use platforms for their intended purpose and choose platforms that are most likely to reach your intended audience.
  • 9. Consulting: Impossible...Downside creates Upside? • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts
  • 10. Appalling– might as well re-title it: “how Not to embed social into your company culture”
  • 11. • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts Consulting: Impossible...Downside creates Upside?
  • 12. Community Management Playbook Let’s cross paths with our customers Social media is a path to achieving a valuable information exchange with our customers — To unveil patterns of customer interactions, build commonality of interests, and deepen our relationships with them.
  • 13. • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts Consulting: Impossible...Downside creates Upside?
  • 14. • Employees • Community Managers • Financial Advisors • Crisis Managers • Metrics Experts Consulting: Impossible...Downside creates Upside?
  • 15. Crises Science of Social When and How Should We Respond? Decide Decide Always Always Always Always Emergency, Serious, Important Serious, Important Serious Important Important Important Inappropriate content Attack on social property Potential social/media/PR disaster Complaint Guideline issue General inquiry
  • 16. • Employees • Community Managers • Financial Advisors • Crisis Managers • Analytics Experts Consulting: Impossible...Downside creates Upside?
  • 17. Relationships Take Time and Resources Metrics Find Risk of Wasted Resources…. • # of Followers / Friends • # of Posts / Tweets • # of Policy Violations • # of Links Visited • # of Inquiries / Response • # of Downloads • Effort Spent Learning • Effectiveness of Training • Effort Building Initial Properties • # of Mentions • # of Re-tweets • # of Links • # of Shares • # of Comments • # of Registrations • Types of content that drives the most interest • Employee activity and use patterns • # of Referrals • # of Prospects identified • % of Reach (Share of Voice) • Pilot Success • Customer Feedback • Customer Sentiment • # of prospects converted into customers • Cost Savings Realized Qualitative Quantitative Recognition (Initial) Engagement (Repeatable) Friendship (Defined) Collaboration (Managed)
  • 18.
  • 19. Q & A

Notes de l'éditeur

  1. Social media is the topic – 300 of themFlash in the metrics