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Social media monitoring and engagement playbook
1.
Radian6 Monitoring and Engagement Playbook
2.
Table of Contents 27/30/10
- Copyright © 2010 Radian6 Introduction Objectives Topic Profile Setting and Details Workflow Macros in Engagement Console Escalation Posts Assignment Engagement Reporting 3 - 6 7 8 9 -16 17 18 19 - 21 22 - 30 31 Slide
3.
Intro: Social Media,
the Radian6 Way 37/30/10 - Copyright © 2010 Radian6 The soul of engagement is quite simple: Connect with people to build relationships that are mutually beneficial and emotionally fulfilling. That’s not a hard concept to grasp; in fact, it’s in our very nature to do this, as social beings. But when you put engagement in the context of the social web, then tack business use onto the end, quite a few questions and concerns pop up that can make the thought of engagement on a company-wide – or even department-wide – scale overwhelming at best. In today’s world, though, online engagement can’t be ignored or brushed under the rug. It needs to be welcomed with open arms, but not without caution – it’s okay to put a microscope to engagement. In fact, it’s necessary. Engagement is very much a personal thing, and that means personal to your organization, too.
4.
Intro: Social Media,
the Radian6 Way 47/30/10 - Copyright © 2010 Radian6 In the business world, making sense of online engagement needs to include discussions around employee engagement policies and guidelines, the establishing of process around engagement that make it scalable throughout your organization, and, most importantly, and the framing up of what engagement actually means in the context of your business. This playbook is part of our own engagement strategy and is tailored specifically to Radian6 internal processes that include the use of our dashboard and Engagement Console. We wanted to share this with you to a.) get you thinking about how your own engagement process might come together, and b.) help you understand the real nuances of company engagement on a very granular level.
5.
Intro: Social Media,
the Radian6 Way 57/30/10 - Copyright © 2010 Radian6 Before we let you dig in, though, it’s important we lay out some additional context and caveats for this playbook: • As stated above, our internal process, and thus our playbook, leans heavily on the use of our own tools, and is tailored to make sure we’re meeting our own goals and obe 1 yive for tscial Mmdia,
6.
Intro: Social Media,
the Radian6 Way 67/30/10 - Copyright © 2010 Radian6 • A good chunk of our monitoring strategy is focused on Twitter, because of the real-time, fast-paced nature of the platform. We do, however, have processes for fielding, assessing, and responding to blog and forum posts and other media types, and we’ll be sharing those processes with you on our blog, as well. Do keep these couple things in mind as you move through this playbook, and please make sure you reach out to us with any questions or comments, either on our upcoming blog posts or by emailing us at community@radian6.com. So, without further ado – take a look and see how we manage our engagement.
7.
Objectives 77/30/10 - Copyright
© 2010 Radian6 Alert your company of issues as they occur, with sufficient detail to quickly identify how to respond. Understand the amount and nature of conversation surrounding your company in the digital communications space. Report and track metrics over time to measure the impact of your company’s reputation and engagement in social media. Understand the Competitive Landscape
8.
Topic Profile Settings
and Details 87/30/10 - Copyright © 2010 Radian6 In your topic profile configuration screen, select the languages you want to monitor and all media types to cover as much feedback as possible. Topic Profile name Purpose Your TP Name To track online mentions of your company with associated spellings Your Company Alerts To track online mentions of keywords you want to be alerted about regularly. Competitive Reporting To track online mentions of competitors with associated spellings.
9.
Workflow 97/30/10 - Copyright
© 2010 Radian6 Your company will monitor online conversations surrounding your brand to determine if engagement/response is required. On topic post is found Operator reviews the content to answer the following questions: • What product are they discussing? • What is the theme of the conversation? • Can they be added to our CRM system as a contact/lead? • What is the source, and is it considered influential? • What is the general sentiment/tone?
10.
Workflow 107/30/10 - Copyright
© 2010 Radian6 Engagement Stage Options • New Content Not reviewed – Default when an on topic post is found • Reviewed, Determining Best Response – Qualified post, assigned to appropriate employee for possible response • Recommend Follow up – To be managed by assignee • Commented, Awaiting Reply – To be managed by assignee • Commented Closed -- To be managed by assignee • Referred – To be managed by assignee • Resolved, no further action required – To be managed by assignee • Reviewed, Closed, no response needed – To be managed by assignee
11.
Workflow 117/30/10 - Copyright
© 2010 Radian6 Priority Options Rating Definition No Priority Specified Standard on-topic post, default setting Low Interesting blog/forum post, general comments Medium On-topic post about competitor’s business/complaints/ compliments High Potentially damaging, crisis
12.
Workflow 127/30/10 - Copyright
© 2010 Radian6 Classifications – Assignee to code appropriately Classification Definition Product Review Product feedback/review, including RT’s Gen. Product/ Company Passing mention Industry Discussion Industry conversations, including competitive references Company Events Conferences & webinars Classifications are selected by assignee/traffic coordinator to track the nature of online conversations MORE ON NEXT PAGE
13.
Workflow 137/30/10 - Copyright
© 2010 Radian6 Classification Definition Product Review Product feedback/review, including RT’s Gen. Product/ Company Passing mention Industry Discussion Industry conversations, including competitive references Company Outreach Mentions by an employee/partner Support/ Troubleshooting Existing customer support/troubleshooting inquiry Recommendation/Ref Positive reference to using your product or service Sales Lead Possible/potential lead Partner/Reseller Mention by a partner/resellers customer Classifications – Assignee to code appropriately PART 2
14.
Workflow 147/30/10 - Copyright
© 2010 Radian6 Notes & Tags – What are they? Type Definition Notes To enter interactions with the customer/contact Post Tags Used to provide a summary of the content Source Tag Used in Radian6 to track a source when discussing on topic content
15.
Workflow 157/30/10 - Copyright
© 2010 Radian6 Post Tag Examples Post Tags Definition #brandbowl2010 To track online company events blogwell2010 To track conferences and events solvisconsulting (partner/resellers name) To be used to track a mention regarding a partner/ reseller ** All post tags should follow the lower case format ** Any new conferences/events should follow the format of <eventnameyear>, i.e. blogwell2010 ** Any new online (twitter) or interactive events will begin with a # , i.e. #mtv2009 #brandbowl2010
16.
Workflow 167/30/10 - Copyright
© 2010 Radian6 Source Tags Examples Source Tags References / Definitions companyemployee To identify an employee or employee of a partner/reseller businessline1customer To identify a customer of one individual line of your business businessline2customer To identify a customer of a different business line saleslead Possible customer in communication with Sales prospect To identify a new contact you’ve never talked to before Influential Twitter Names (i.e. @chrisbrogan) To identify a person as an influencer twitteraccountname To identify tweets from your company’s Twitter account
17.
Macros in the
Engagement Console 177/30/10 - Copyright © 2010 Radian6 Macro Name Settings Company Content Engagement Level: Reviewed, closed, no engagement required Classification Level: Company Content Content from Your Employees Engagement Level: Reviewed, closed, no engagement required Classification Level: Company Outreach Priority Level: Green Flag (Low) Webinars Engagement Level: Reviewed, closed, no engagement required Classification Level: Company Event Sentiment: Positive Priority: Green Flag (Low) Post Tag: webinar Company Event Engagement Level: Reviewed, closed, no engagement required Classification Level: Other Quick Close (one for General and one for Spam) Engagement Level: Reviewed, closed, no engagement required Classification: Other Post Tags: general or spam
18.
Escalation 187/30/10 - Copyright
© 2010 Radian6 Severity Immediate ( 1 day ) 7 Days Issue Trend High Influential Blog, negative tone 10+ med-hot temp posts/comments on a high authority site Post going viral via social networks, med or hot temp 10+ unique users have the issue A med or high temp customer post that draws media attention Medium Influencer or high visibility forum post, med or hot temp 5+ or more med-hot temp posts/comments on a high authority site Post that compels 3+ other commenters to share their negative customer experience 6-9 unique users have the issue Low Low influencer, hot temp with 12+ comments, or 5+ unique comments 5 unique users have the issue Alert appropriate internal contacts of escalated/critical issues as they occur with sufficient detail to quickly identify whether to respond.
19.
Post Assignments 197/30/10 -
Copyright © 2010 Radian6 User – email address Topic Common Classification Customer Service/ Support Customer Support, Technical Support, Troubleshooting Support/Troubleshooting Product Management Team Enhancement recommendation Product Review Lead Gen Team Expressed need for a demo/to buy Sales Lead Director of Community Community and overarching industry conversations Industry Discussion, Company Content Corporate Community Managers Corporate and brand communities, niche industry conversations Industry Discussion, Company Content List of sample post assignments provided below. These should be updated for your company as appropriate MORE ON NEXT PAGE
20.
Post Assignments 207/30/10 -
Copyright © 2010 Radian6 These should be updated for your company as appropriate - PART 2 User – email address Topic Common Classification Senior Community Manager Higher ed, Analytics, CRM spaces and social media conversations Industry Discussion, Company Content Training Team Training and education for product users Support/Troubleshooting Event Manager Company event-focused conversations Company Event Executive Team Financial, speculation of sale, high-level business conversations, industry analysis Industry Discussion Agency Community Manager Agency customers Industry Discussion, Company Content Content and Product Marketing Webinars, website content Company Events, Company Content
21.
Post Assignments 217/30/10 -
Copyright © 2010 Radian6 What to do when you’re assigned a post 1. Review post and ensure that you are the right person to be handling it. (if not, re-assign to appropriate person) 2. If responding publicly, follow the guidelines laid out in the Engagement section of this playbook. 3. Copy your response in to the notes section of the post you are responding to if applicable. 4. Update “Engagement Level” to reflect the current status of the post after your response/review. 5. Make sure to follow up on any posts assigned to yourself that have not closed.
22.
Engagement 227/30/10 - Copyright
© 2010 Radian6 What to respond to: • Mentions of your company as part of presentations or events • Compliments of your product, service, or people • Recommendations or referrals to your products and/or services • Customer Service/Support issues or inquires • Sales leads of product inquires • Feature requests
23.
Engagement 237/30/10 - Copyright
© 2010 Radian6 Examples of 140 character or less responses: • Thanks for the mention! • Glad we could help. • I’d be happy to to talk to you more about this. • Feel free to pass along any feedback you have. • Let me introduce you to our support/training team. They’ll be in touch to help you out. ** After a mention, compliment , etc. make sure to follow (if not following already) from your company account ** These are examples of what can be said, please do not resort to “copy/paste” answers as every response is different and should be treated that way.
24.
Engagement 247/30/10 - Copyright
© 2010 Radian6 What you should not respond to: • Generic mentions among a sea of competitors, without commentary that’s positive or negative • Sarcastic, snarky or potentially inflammatory comments • Retweets of blog posts or news announcements, unless in low enough volume to respond individually • Tweets from webinars or other online events • Discussions/conversations between individuals that mention your company in passing in which your involvement could be perceived as intrusive MORE ON NEXT PAGE
25.
Engagement 257/30/10 - Copyright
© 2010 Radian6 What you should not respond to: ( part 2 ) • Posts in a language that you don’t have the appropriate understanding or resources to respond to • Posts/forum threads that require membership to respond to, unless it’s a customer service issue, negative post or misinformation you need to correct
26.
Engagement 267/30/10 - Copyright
© 2010 Radian6 What not to say: • Unwarranted public apologies • Any details about future product enhancements • Any announcement regarding technical difficulties or service interruptions • Profanity or inappropriate subject matter • Reference to partners, customers, etc. that are not publicly known
27.
Engagement 277/30/10 - Copyright
© 2010 Radian6 Twitter Favorites: What to favorite • Positive feedback/reviews from customers and prospects • Positive customer service comments Twitter Favorites: What not to favorite • Profanity or inappropriate subject matter (even if it’s used positively) • Mentions from employee’s, partner’s, etc. Twitter Favorites: How to favorite • Give a post tag of “favorite” and tag as favorite in your company’s Twitter account
28.
Engagement 287/30/10 - Copyright
© 2010 Radian6 Duties for “On-Duty” Employee: • Monitor “Alerts – Your Company” topic profile for all mentions of your company ** after hours/support shift to monitor for support/ technical issues and high level inflammatory issues • Assign posts to appropriate team members for response and follow up • Email posts to partners & follow up on their engagement • Housekeep and close items (i.e. your own company posts) • Update Source Tags as needed • Ensure all users have reviewed/closed all posts they are assigned • Integrate information into your CRM system as needed
29.
Engagement 297/30/10 - Copyright
© 2010 Radian6 Monitoring Schedule M T W T F S S 9am-5pm Community Analyst Community Analyst Community Analyst Community Analyst Community Analyst 5pm-9pm Support Support Support Support Support Support 9pm-5am* Support Support Support Support Support Support * 9pm-5am monitoring if applicable to your company ** Community Analyst lunch time flexible depending on volume and day, community team members to provide support as needed
30.
Engagement 307/30/10 - Copyright
© 2010 Radian6
31.
Reporting 317/30/10 - Copyright
© 2010 Radian6 Escalation scenario – as required, based on Severity Alert Guidelines • Through post assignment and e-mails if need be Weekly reports to give a quick summary of top issues and competitor stance • In the form of an e-mail summary & copied dashboard available to anyone who expresses an interest Monthly reporting to ensure Managed Listening Objectives are met • In the form of a slide deck complete with insight and summary points Ad hoc reporting for topics of interest or after specific company events • In either slide deck or dashboard format
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