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Peter Gentsch, Monte Carlo - July 12-13, 2011

How to implement a social media strategy

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http://www.social-media-excellence.com

Social Media Excellence-Initiative: Leading companies exchange best practices, benchmark their campaigns and work on governance and guideline issues

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How to implement a social media strategy

1.  Strategy/ Objective Setting

3.  Organization/ Governance

2.  Execution/ Interaction

4.  IT & Intelligence

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How to implement a social media strategy

3.  Organization/ Governance

2.  Execution/ Interaction

4.  IT & Intelligence

1.  Strategy/ Objective Setting

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

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Objectives Customer Service E-Postbrief

n  Reachability: customers can choose their preferred channel and get answers quickly regardless of the channel

n Reliability: the complete customer requests is managed at a constant level of high quality

n  Readiness : all requests will be processed as quick as possible

n Setting up a new quality of Customer Dialogue: engaging with customers in social media

n Optimization of Issue Management: identification and qualification of issues at an early stage/ react promptly, in a 'social media' appropriate way.

n  Increase in value : Optimization of products and processes

Service-Design-Toolchain

KundenserviceBRIEF

Service-Design-Toolchain

Service-Design-Toolchain

KundenserviceBRIEF

KundenserviceBRIEF

Cutosmer perspective Company perspective

Source: Müller vom Feld, 2010

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How to implement a social media strategy

3.  Organization/ Governance

2.  Execution/ Interaction

4.  IT & Intelligence

1.  Strategy/ Objective Setting

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Social Media Excecution/ Interaktion Value Loop

Monitor

Analyze Act

Seeding Campaigning

Intervention

Service Interaction

Testing

Social Commerce Influencer Marketing Action plan for other customer channel

Social Media Cockpit

Social Media Scorecard

Objective Setting

influencer 1:1

Insights

trends

products ….

preferences

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Social Media Excecution/ Interaktion Value Loop

Best Practice Customer Service

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Social Media outposts of „E-POSTBRIEF“

§  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

§  Team: 2 FTE (4 x 0,5 FTE) §  Sentiment: positive - neutral

27 videos | 40 subscribers | 20.000 views | 22500+ video views n 237  Follower n >500  Tweetsn 237  Follower n >500  Tweets500+ tweets | 237 follower

693 fans | 350 active users/week | 1400 visits/week | 58 posts/week

n 693 Fansn 1.400  visits/week

n 350  active user/weekn 20  posts/week

n 693 Fansn 1.400  visits/week

n 350  active user/weekn 20  posts/week

+

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Integration of social media into CRM-processes…

§  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

Monitoring Processing Posting/ Engagement

SMI - Process Process-Entry Information / Guidance

Suggestion / Praise

Complaint handling

Concluding customer

communication

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End-to-End Social Media Management: Real-time customer interaction via controlled processes

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Process-driven tools for:

§  integration into CRM and

§  direct reaction to customer complaints within customer care…

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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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Social Media Excecution/ Interaktion Value Loop

Best Practice Influencer Marketing

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Weitere Hinweise: Aktives Kundenservice-Management im Social Web Webinar to get a ideas for improvement: Dialogue between the product manager and 70 influencer as livestream

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Social Media Excecution/ Interaktion Value Loop

Best Practice Issue Management

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The „Gutjahr Issue“

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Issue Management aims towards issue detection in the earliest stages, where/when a topic develops virality

onlineattention

Zeit

Emerge Accelerate Spread inclassic media

Peak andoffline spread Decline

1 2 3 4 5

special interestboards &blogs

twitter &facebook

online mediaoffline media

loss of interest

Scope Krisenradar Issue zu spät erkannt

Methodology: •  B.I.G. Crisis Radar

permanently crawles special interest platforms (the information longtail)

•  If threads/posts are referred to on Twitter or Facebook it „locks on“

•  Daily reports inform a trained team at Deutsche Post of issues and assessments to catch potential issues before they get picked up by a bigger audience

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

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

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How to implement a social media strategy

3.  Organization/ Governance

2.  Execution/ Interaction

4.  IT & Intelligence

1.  Strategy/ Objective Setting

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Der Fall Gutjahr – Reaktionen auf die

Reaktionen der DP DHL

Dedicated processes and workflows for professional social media issue management

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CIO is entering the scene….

70% predictability

Governance Guidelines  &  PoliciesGovernance ComplianceGovernance Data  Privacy  &  SecurityGovernance IT  Standards  Governance Quality  StandardsService Project  Coordination  Service IT  Coordination  Service Infrastructure  SupportService Supportive  FunctionStrategy Social  Media  Agenda  SettingStrategy Subject  Matter  Expert  KnowledgeStrategy Business  Potential  Assessment

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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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How to implement a social media strategy

3.  Organization/ Governance

2.  Execution/ Interaction

4.  IT & Intelligence

1.  Strategy/ Objective Setting

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Deutsche Post monitors buzz development, sentiment and upcoming topics regarding their branches and target groups

Example: Tracking of gathering Amazon customers, who demand

shipping by DHL instead of Hermes

Illustrative

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Social Media Scorecard

Illustrative

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Global Listening

Illustrative

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Social Media Interaction

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Social Media I& & Intelligence Infrastructure for managing and monetization of Social Media:

Brand Management

Competitive Intelligence

Market Research

Sales

Service

Communication

Innovation Management

…. S

ocia

l Med

ia M

anag

emen

t Inf

rast

ruct

ure

Trend

Mon

itorin

g

Integrated Social Media Management Infrastructure for Monitoring and Engagement:

• Cross-functional domain models (taxonomy, ontology)

• Consistent data • Quality ensured data • Synergies and cost efficiency • Comparable metrics/ benchmarks • Systematic data enrichment

Issue

Insight

Complaint

Campaign

Answer

Advice

Service

Enga

gem

ent

Social Media Warehouse Data Warehouse Social Media Warehouse

Social Media Intelligence: Reporting/ Analytics

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Corporate Social Media Management @ Post comprises several Use Cases

onlineattention

Zeit

Emerge Accelerate Spread inclassic media

Peak andoffline spread Decline

1 2 3 4 5

special interestboards &blogs

twitter &facebook

online mediaoffline media

loss of interest

Scope Krisenradar Issue zu spät erkannt

Issue Management Analytics &

Reporting

Engagement &

Feedback Management

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How to implement a social media strategy

3.  Organization/ Governance

2.  Execution/ Interaction

4.  IT & Intelligence

1.  Strategy/ Objective Setting

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Social Media Management Maturity Model

Explorer Optimizer Enabler

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Champion

3 2 1

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Social Media Management Maturity Model Strategy: No Social Media Strategy Organization: Off-the-wall organization, no dedicated ownerships

Execution: Separate actions Interaction: Individual, not coordinates interaction

Monitoring & Measurement: No professional system in place, freeware tools Analytics & Reporting: No reporting and analytics

Explorer

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Champion

Strategy: Corporate wide social media strategy, Objectives integrated into the corporate planning, Social Media as enabler to realize new business models; strategy is widely communicated Execution: Feedback system between strategy and execution, quick adoption to changes Integration of CMS with Social Media

Organization: Corporate wide social media organization Social Media as fundamental pillar; Integration in Performance Management Monitoring & Measurement: Systematic monetarization of social media Integration into other systems, Social Media Command Center

Analytics & Reporting: Integrated Scorecards and reports, predictive Social Media analytics; real-time analytics and reporting; Systematic usage of Social Media for business decisions

Interaction: Enlarged to long tail, global Interaction conception; automatization of interaction

Enabler

Strategy: Cross functional social media strategy Objectives are defined; Social Media as enabler for customer and market focused communication; strategy is not actively communicated

Execution: Efficiency of execution is audited, quick reaction to changes, systematic use of professional Tools, systematic content sharing

Organization: Cross functional alignment Dedicated employees/ department and budgets; guidelines und mandatory trainings Monitoring & Measurement: Real-time Monitoring; campaign and competitive Monitoring; integration into other application

Analytics & Reporting: Reporting with regard to different stakeholders, enhanced business metrics; Integration of KPIs in Business Scorecards; Social Media Scorecard; enhanced analytics

Interaction: Tool based customer interaction expanded to further departments and channels; proactive interaction

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Optimizer

Strategy: Social Media Strategy for dedicated departments; strategy is not actively communicated down the line, it is used separately Execution: Execution derived from strategy Content exchange between different media

Organization: Single employees are in charge of dedicated social media activities Social Media as further channel, Social Media Trainings are offered

Monitoring & Measurement: Professional systems established for on going monitoring focusing on Issue und Brand Tracking Analytics & Reporting: Simple reports and analytics are established for selected departments

Interaction: Tool based customer interaction with focus on Customer Service and dedicated channels (twitter und Facebook); passive interaction

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time

Required Budget

organizational anchoring

Support by professional tools and systems

Strategic Business Impact

ROI leverage

Social Media Maturity Model – Evolutional impact over the time

Explorer Optimizer Enabler

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Champion

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Confidential Die Prof. Vögele Dialogmethode® 2.0 | Meeting mit B.I.G. | Königstein | 04.07.2011 Seite 37

"It's about conversations, and the best communicators start as the best listeners." Brian Solis, the Social Media Manifesto

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Thank you very much!

Prof. Dr. Peter Gentsch CEO Business Intelligence Group Schützenstr. 6 10117 Berlin +49 (0) 30 89677887 0 +49 (0) 177 4534530 gentsch@intelligence-group.com www.social-media-excellence.com www.intelligence-group.com

Berlin Business Intelligence Group Schützenstraße 6

10117 Berlin

Frankfurt Business Intelligence Group Friedberger Anlage 22 60316 Frankfurt/ Main