How to implement a Social Media Strategy by Peter Gentsch @SMiCS2011 in Monte Carlo.

1. How to implement a social
media strategy
Peter Gentsch, Monte Carlo - July 12-13, 2011
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2. 2

3. Social Media Excellence-Initiative: Leading companies
exchange best practices, benchmark their campaigns and
work on governance and guideline issues
http://www.social-media-excellence.com
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4. How to implement a social media strategy
1. Strategy/ Objective Setting
2. Execution/ Interaction
3. Organization/ Governance
4. IT & Intelligence
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5. How to implement a social media strategy
1. Strategy/ Objective Setting
2. Execution/ Interaction
3. Organization/ Governance
4. IT & Intelligence
5

6. Presentation title | Location | ## Month 2009 CONFIDENTIAL Deutsche Post DHL | Page

7. Objectives Customer Service E-Postbrief
Company perspective Cutosmer perspective
n Setting up a new quality of n Reachability: customers can
Customer Dialogue: engaging choose their preferred channel and
with customers in social media get answers quickly regardless of
Service-
Kundenservice the channel
n Optimization of Issue BRIEF
Design-
Management: identification Toolchain n Reliability: the complete customer
and qualification of issues at an requests is managed at a constant
early stage/ react promptly, in a level of high quality
'social media' appropriate way.
n Readiness : all requests will be
n Increase in value : processed as quick as possible
Optimization of products and
processes
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Source: Müller vom Feld, 2010

8. How to implement a social media strategy
1. Strategy/ Objective Setting
2. Execution/ Interaction
3. Organization/ Governance
4. IT & Intelligence
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9. Social Media Excecution/ Interaktion
Value Loop
Monitor
Social Media Cockpit
1:1 influencer
Objective
Setting
trends
preferences
Insights products ….
Social Media
Scorecard
Act Analyze
Intervention
Influencer Marketing Social Commerce
Testing Action plan for other
Seeding Campaigning customer channel
Service Interaction 9

10. Social Media Excecution/ Interaktion
Value Loop
Best Practice
Customer Service
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11. Social Media outposts of „E-POSTBRIEF“
27 videos | 40 subscribers | 20.000 views | 22500+ video views n 500+
237
Fo llo w er tweets | 237 follower eets
n > 500
Tw
+
§ Start: July 14th, 2010
§ Activity: Information on „E-Postbrief“ and positioning
of the product through pro- / reactive usage of social
media monitoring and social media channels
§ Service: Monday- Saturday / 04:00 p.m. – 12:00
midnight
n 693 Fa n s n 350
a ctive u ser/w eek § Team: 2 FTE (4 x 0,5 FTE)
n 1.400
visits/w eek n 20
p o sts/w eek
693 fans | 350 active users/week | 1400 visits/week | 58 posts/week § Sentiment: positive - neutral
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12. Integration of social media into CRM-processes…
Suggestion / Praise
Concluding
Process-
SMI - Process Information / Guidance customer
Entry
communication
Complaint handling
Monitoring Processing Posting/ Engagement
§ Social Media Engagement and Intervention is a core process
§ B.I.G. SMI Tracker provides entry- and exit-channel for processing of social media entries within
customer care
§ The SMI process is mapped onto the B.I.G. SMI Tracker, which contains the concluding customer
communication 12

13. End-to-End Social Media Management: Real-time
customer interaction via controlled processes
1
2
3
Process-driven tools for:
§ integration into CRM and
§ direct reaction to customer
complaints within customer
care…
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14. A web-based tool provides Deutsche Post with an “Outlook
Inbox” for related posts in Social Media
E-Postbrief Customer Care:
• B.I.G. Monitoring searches
Social Media for relevant
posts (relevance KPIs, search
strings)
• Where suitable, agents
answer directly, using the
same tool
• Automatic tagging, sentiment
analysis and classification
boost the agent productivity
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15. Social Media Excecution/ Interaktion
Value Loop
Best Practice
Influencer Marketing
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16. Webinar to get a ideas for improvement: Dialogue between the product
manager and 70 influencer as livestream
Aktives Hinweise:
Weitere Kundenservice-Management im Social Web
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17. Social Media Excecution/ Interaktion
Value Loop
Best Practice Issue
Management
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18. The „Gutjahr Issue“
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19. Issue Management aims towards issue detection in the
earliest stages, where/when a topic develops virality
Methodology:
Spread in Peak and
Emerge Accelerate
classic media offline spread
Decline • B.I.G. Crisis Radar
online permanently crawles special
attention 1 2 3 4 5
interest platforms (the
twitter &
information longtail)
facebook loss of interest • If threads/posts are referred
special online media
to on Twitter or Facebook it
interest
offline media „locks on“
boards &
blogs • Daily reports inform a trained
team at Deutsche Post of
issues and assessments to
Zeit
catch potential issues before
they get picked up by a
Scope Krisenradar Issue zu spät erkannt
bigger audience
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20. Der Fall Gutjahr – Reaktionen auf den Blogbeitrag
Der besagte Blogbeitrag hatte überwiegende negative Auswirkungen auf
Kaufentscheidungen für das Produkt, das Produktversprechen sowie das
Image der DP DHL

21. Der Fall Gutjahr – Reaktionen auf die Reaktionen der DP DHL
Durch die aktive Kommunikation des Social Media Teams, konnte der
entstandene Schaden wieder behoben und das Image aufgewertet werden

22. How to implement a social media strategy
1. Strategy/ Objective Setting
2. Execution/ Interaction
3. Organization/ Governance
4. IT & Intelligence
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23. Dedicated processes and workflows for professional social
Der Fall Gutjahr –
media issue management
Reaktionen auf die
Reaktionen der DP DHL
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24. CIO is entering the scene….
Governance Guidelines
&
Policies
Governance Compliance
Governance Data
Privacy
&
Security
Governance IT
Standards
Governance Quality
Standards
70% predictability
Service Project
Coordination
Service IT
Coordination
Service Infrastructure
Support
Service Supportive
Function
Strategy Social
Media
Agenda
Setting
Strategy Subject
Matter
Expert
Knowledge
Strategy Business
Potential
Assessment
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25. The BIG Picture: Putting together the different profiles to a
comprehensive corporate social media picture
CIO Profile CMO Profile CCO Profile
Corporate Social Media Profile
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26. How to implement a social media strategy
1. Strategy/ Objective Setting
2. Execution/ Interaction
3. Organization/ Governance
4. IT & Intelligence
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27. Deutsche Post monitors buzz development, sentiment and
upcoming topics regarding their branches and target groups
Illus
trative
Example: Tracking of gathering
Amazon customers, who demand
shipping by DHL instead of Hermes
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28. Social Media Scorecard
Illust
rat ive
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29. Global Listening
Illus
tra tive
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30. Social Media Interaction
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31. Social Media I& & Intelligence Infrastructure for
managing and monetization of Social Media:
Trend Brand Management
Monitoring
Issue Competitive Intelligence
Social Media Management Infrastructure
Insight Market Research
Integrated Social Media Complaint Sales
Management Infrastructure for
Engagement
Monitoring and Engagement: Campaign Service
• Cross-functional domain models
Answer Communication
(taxonomy, ontology)
• Consistent data Innovation Management
Advice
• Quality ensured data
• Synergies and cost efficiency Service ….
• Comparable metrics/ benchmarks
• Systematic data enrichment
Social Media Warehouse Data Warehouse
Social Media Intelligence:
Reporting/ Analytics
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32. Corporate Social Media Management @ Post
comprises several Use Cases
Analytics & Engagement &
Issue Management
Reporting Feedback Management
Spread in Peak and
Emerge Accelerate Decline
classic media offline spread
online
attention 1 2 3 4 5
twitter &
facebook loss of interest
special online media
interest
offline media
boards &
blogs
Zeit
Scope Krisenradar Issue zu spät erkannt
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33. How to implement a social media strategy
1. Strategy/ Objective Setting
2. Execution/ Interaction
3. Organization/ Governance
4. IT & Intelligence
33

34. Social Media Management Maturity Model
1 2 3 4
Explorer Optimizer Enabler Champion 34

35. Social Media Management Maturity Model
1 2 3 4
Strategy: Strategy: Strategy:
Strategy: Cross functional social media strategy
No Social Media Strategy Social Media Strategy for dedicated Corporate wide social media strategy,
Objectives are defined; Social Media as Objectives integrated into the corporate
departments; strategy is not actively
enabler for customer and market focused planning, Social Media as enabler to
Organization: communicated down the line, it is used
communication; strategy is not actively realize new business models; strategy is
Off-the-wall organization, no separately
communicated widely communicated
dedicated ownerships
Execution: Execution:
Execution: Execution derived from strategy Efficiency of execution is audited, quick Execution:
Separate actions Content exchange between different reaction to changes, systematic use of Feedback system between strategy and
media professional Tools, systematic content execution, quick adoption to changes
Interaction: sharing Integration of CMS with Social Media
Individual, not coordinates interaction Organization:
Organization: Organization:
Single employees are in charge of
Cross functional alignment Corporate wide social media organization
Monitoring & Measurement: dedicated social media activities
Dedicated employees/ department and Social Media as fundamental pillar;
No professional system in place, Social Media as further channel, Social
budgets; guidelines und mandatory Integration in Performance Management
freeware tools Media Trainings are offered
trainings
Monitoring & Measurement: Monitoring & Measurement:
Analytics & Reporting: Professional systems established for Monitoring & Measurement: Systematic monetarization of social media
No reporting and analytics on going monitoring focusing on Issue Real-time Monitoring; campaign and Integration into other systems, Social
und Brand Tracking competitive Monitoring; integration into Media Command Center
other application
Analytics & Reporting: Analytics & Reporting: Analytics & Reporting:
Simple reports and analytics are Integrated Scorecards and reports,
Reporting with regard to different
established for selected departments predictive Social Media analytics;
stakeholders, enhanced business
real-time analytics and reporting;
metrics; Integration of KPIs in Business
Interaction: Systematic usage of Social Media for
Scorecards; Social Media Scorecard;
Tool based customer interaction with business decisions
enhanced analytics
focus on Customer Service and
dedicated channels (twitter und
Interaction:
Interaction: Enlarged to long tail, global Interaction
Facebook); passive interaction
Tool based customer interaction conception; automatization of interaction
expanded to further departments and
channels; proactive interaction
Explorer Optimizer Enabler Champion 35

36. Social Media Maturity Model –
Evolutional impact over the time
1 2 3 4
Explorer Optimizer Enabler Champion
time
Required Budget
organizational anchoring
Support by professional tools and systems
Strategic Business Impact
ROI leverage
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37. "It's about conversations, and the best
communicators start as the best listeners."
Brian Solis, the Social Media Manifesto
Confidential
Die Prof. Vögele Dialogmethode® 2.0 | Meeting mit B.I.G. | Königstein | 04.07.2011 Seite 37

38. Thank you very much!
Prof. Dr. Peter Gentsch
CEO
Berlin
Business Intelligence Group Business Intelligence Group
Schützenstr. 6 Schützenstraße 6
10117 Berlin
10117
+49 (0) 30 89677887 0 Berlin
+49 (0) 177 4534530
gentsch@intelligence-group.com Frankfurt
www.social-media-excellence.com
www.intelligence-group.com Business Intelligence Group
Friedberger Anlage 22
60316 Frankfurt/ Main
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