Managing Social Media at Scale from One to a Million
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This document summarizes the challenges of managing social media at scale. It discusses moving from managing one account to millions, and outlines strategies for structure, community management, content, and measurement. Structure requires deciding on centralized vs decentralized control. Community management involves scaling one-on-one interactions while maintaining relationships. Content requires understanding objectives, channels, and executing rigorously. Measurement focuses on the right metrics and connecting them to objectives to generate insights. The key is having a full-program approach that ties measurement to objectives, plans, execution, and assessment.
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Managing Social Media at Scale from One to a Million
- 1. #SocialScale From One to a Million: Managing Social Media at Scale Dave Fleet – Senior Vice President, Digital, Edelman
- 2. #SocialScale
- 3. What if…
- 4. …this...
- 10. What if this...
- 11. Became this?
- 12. What if... 10,000 @replies/week
- 13. What if... 30,000 Facebook comments/week
- 14. Everything Changes. We’re not just blogging in the basement any more.
- 15. 1. Structure for scale 2. Managing large communities 3. Content planning at scale 4. Measurement for insights
- 16. Structure Building a foundation for scale
- 17. Challenges STRUCTURE • Centralize vs Decentralize • Corporate vs Business Unit • Consistency vs Variation • Specialized Software vs Large suites • Enterprise Deployment vs Organic Growth • Individual Disruptors vs Established Program Managers Source: Altimeter Group, 2013
- 18. 1. Core Team STRUCTURE
- 19. 2. Core/Local Hybrid STRUCTURE
- 20. 3. Core/Regional/Local Hybrid STRUCTURE
- 21. Factors in the decision STRUCTURE • Objectives • Business Structure • Scale of Operations • Business Culture • Resources
- 22. Community Management From 1:1 to 1:1,000,000
- 23. Challenges COMMUNITY • Scaling 1:1 interactions • Maintaining a focus on relationships • Avoiding becoming a social media call centre • Filtering the signal from the noise
- 24. “The Norms” COMMUNITY
- 25. 1. Moderate to deal with trolls COMMUNITY
- 26. 2. Embrace proactiveness COMMUNITY • Help people before they need help • Win the search battle • Dive into your analytics and identify new needs to solve
- 27. 3. Recognize you can’t talk to everyone COMMUNITY Source: David Armano, Edelman 2011, edelmandigital.com
- 28. 4. Respond publicly when possible COMMUNITY • The Internet doesn’t forget • Others see you responding • Help others with the same issue • REMEMBER: There are exceptions
- 29. 5. Help customers to help customers COMMUNITY
- 30. 6. Build an army of advocates COMMUNITY Public Target Audience Customers Advocates You
- 31. 6. Know your customer COMMUNITY Platforms Behaviours Technology Demographics
- 33. Challenges CONTENT Source: Timo Elliott
- 34. 1. Know your objectives CONTENT
- 35. Objectives: A quick refresher CONTENT Business Objectives Social Media Goals Program Objectives Strategy Source: Dave Fleet Tactics Edelman 2012, edelman.ca
- 36. 2. Know your channels CONTENT 1. Demographics 2. Psychographics 3. Reactions 4. Global differences
- 37. 3. Execute with rigor • Optimize volume • Balance business outcomes with engagement • Determine the format mix
- 38. Measurement The eternal (?) challenge
- 39. Measurement IS a challenge for many MEASUREMENT
- 40. 1. Focus on the right things MEASUREMENT
- 41. 2. Connect metrics with objectives MEASUREMENT Key Performance Business Objective Indicator (KPI) Conversation Reach Foster Dialog Share of Voice Active Advocates Promote Advocacy Advocate Influence Resolution Rate Facilitate Support Resolution Time Topic Trends Spur Innovation Idea Impact
- 42. 3. Know what the numbers mean MEASUREMENT “Right now you may only reach 16% of your fans each week.”
- 43. 4. Generate and drive insights MEASUREMENT BUILDS ON EXISTING COMMUNITY EQUITY ACTIVE ACTIVE CAMPAIGN CAMPAIGN SPIKE SPIKE ABANDONMENT VALLEY MANAGED COMMUNITY CONSUMER CONVERSATIONS
- 44. 5. Full-program measurement MEASUREMENT Business Objectives Measurable Insight-fueled Results Course correction objectives plans measurement Strategy Planning Execution Assessment Source: Dave Fleet Edelman 2012, edelman.ca
- 45. Questions? Dave Fleet, SVP, Edelman Dave.Fleet [at] edelman.com | Edelman.ca Edelman.ca