2. I said I would talk about
• How many people should you hire and what roles should
they have?
• What business processes do you need to manage the
program?
• What are the KPIs you need to look at and how do you
troubleshoot when they are off from goal?
• What technologies do you need and what does it take to get
them in place?
• What specific metrics should you use to validate social
media projects and determine future investment?
2
5. Social Media Usage is Exploding
• 3 out of 4 Americans use social technology*
* Forrester, The Growth Of Social Technology Adoption, 2008
5
6. Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit social networks*
* Nielsen, Global Faces & Networked Places, 2009
6
7. Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit social networks
• Visiting social sites is ahead of personal email as the 4th
most popular online activity*
* Nielsen, Global Faces & Networked Places, 2009
7
8. Social Media Usage is Exploding
• 3 out of 4 Americans use social technology
• 2/3 of the global internet population visit social networks
• Visiting social sites is ahead of personal email as the 4th
most popular online activity
• And, it’s growing at 3X the rate of the overall Internet*
* Nielsen, Global Faces & Networked Places, 2009
8
23. How are the top brands staffed?
• 11 channels
• 6 people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
24. How are the top brands staffed?
• 11 channels
– 35 Twitter accounts
• 22+ people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf and http://www.dell.com/twitter
25. How are the top brands staffed?
• 10 channels
– 6 yr. old community with 1.7
MM users
• 35 people
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
26. How are the top brands staffed?
• 9+ channels
• 1,400+ people
Source: http://twitter.com/TWELPFORCE/status/3451116686
28. What return are they seeing?
• Activity x Channels = Engagement
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
29. What return are they seeing?
1. Mavens
– High activity, many channels
2. Butterflies
– Low activity, many channels
3. Selectives
– High activity, few channels
4. Wallflowers
– Low activity, few channels
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
30. What return are they seeing?
Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf
33. Example Structure
Leadership CMO/VP
Director Program
Director
Managers Social
Networking
Social
Indexing
Blogging Monitoring Measurement
Doers
Networkers Indexers Bloggers Monitors Analysts
33
34. Example Structure
Leadership CMO/VP
Director Program
Director
Managers Social
Networking
Social
Indexing
Blogging Monitoring Measurement
Doers
Networkers Indexers Bloggers Monitors Analysts
Smaller programs either won’t need this layer or
will have fewer in it
34
35. Example Structure
Leadership CMO/VP
Director Program
Director
Managers Social
Networking
Social
Indexing
Blogging Monitoring Measurement
Doers
Networkers Indexers Bloggers Monitors Analysts
You may need more or less people depending
how many channels you’re in.
35
36. Example Structure
Leadership CMO/VP
Director Program
Director
Managers Social
Networking
Social
Indexing
Blogging Monitoring Measurement
Doers
Networkers Indexers Bloggers Monitors Analysts
Supporting roles scale with channel staff
36
39. Operational Models
Call Center Model
Dedicated staff exclusively focused on social communication
39
40. Operational Models
Call Center Model
Pros Cons
• Focused staff • Relationship segregation
• Can be outsourced • Requires additional staff
• Highly scalable
40
41. Operational Models
Hub and Spoke Model
Marketing Support
Monitoring
Team
Sales Product
41
42. Operational Models
Hub and Spoke Model
Pros Cons
• Uses existing staff • Can be a distraction from
• Improves the relationship key priorities
customers, partners, media, • Response times can be
and others with core staff slow
• Staff is “plugged in” • May not be able to support
volume for large brands
42
43. Operational Models
• It’s not necessarily about hiring new people, it’s
reconsidering what they’re doing.
43
44. Operational Models
• It’s not necessarily about hiring new people, it’s
reconsidering what they’re doing.
• It’s not about eliminating conversation, it’s about generating
more activity. Remember, it’s the Mavens that see financial
performance gains.
44
81. Example Decision Making
• Measure which messages on which channels deliver value
• Requires an integration between social media monitoring
and analytics to close the loop
81
