Social Media Management - Professional Services Overview

© 2015 AZBlue | www.AZblueinc.com

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SOCIAL MEDIA MANAGEMENT SERIES

PROFESSIONAL SERVICES OPPORTUNITIES

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MARKETING INTELLIGENCE: THE GAP BETWEEN BRANDS & TECHNOLOGY

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“gray area”

Brand Investments

Brand Strategy, Goals & KPI’s

How to integrate the top layer and bottom layers in a way that allows the Enterprise, as a whole, to function as one and maximize both investments

and results?

Creation of strategies based on existing Marketing Intelligence

Investments to drive & manage Marketing Intelligence to focus on results in-line with KPI’s

• Brands are purchasing/using social marketing platforms without totally understanding their capabilities/limitations

Marketing Intelligence tools are not currently designed to the specific needs of the

brand end-user!


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MARKETING INTELLIGENCE CAPABILITIES – TODAY

The Gap between Brands and Partner Sales Teams


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THE GAP BETWEEN CUSTOMERS AND PARTNER SALES

The Gap• Brands today don’t know what they don’t know and are unable to articulate their needs

relevant to the platforms they use• Partner Sales Teams do not understand their customers business and cannot ask the

right questions to design specific to their needs

The Reason• Brands buy tools with standard data capture and presentation capabilities (dashboards

and data import) without know what they can actually do while at the same time sales teams do not know enough of their customers business to ask the questions needed to make recommendations that will meet their needs– Example – Customer Care has different needs than PR or Marketing and yet they all receive the

same data.

• More importantly the data they do receive is not contextual in that it does not have “three dimensional” capability to say whether results are good or bad in context to other data it is being compared to– Example – Comparing FB Likes or Engagements of two different brands doesn’t necessarily

mean success…it only means more investment in one area of the larger marketing landscape

The Opportunity• Strategic Platform Service Providers should create or expand their professional services

capabilities to include workshops and audits to better understand customer needs to advise them on the right solution vs. cookie-cutter, one-screen-fits-all approach

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MARKETING INTELLIGENCE FUNNEL – HOW IT CAN WORK

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Data Filtering Layer

Analysis Layer

MeasurementLayer

Planning & Activation

Presentation Layer

Routing Layer

Facebook Twitter YouTube Google Facebook WebsitesBlogs

Platforms used to buy paid media, publish, manage social media and/or listen to conversations that provide basic quantitative data e.g. Radian6, Tracx, Brandwatch, Facebook, Google, Hootsuite, Sprout, Spredfast etc.

At this layer data is presented via dashboards sorted by basic categories e.g. likes, posts, sentiment, shares, PTAT, geographic location, channel, or click thru.

Using the graphics available within the dashboards, brands make visual correlations between their brand status, campaigns and market trends in contrast to similar data captured about their competitors.

Once the data has been captured and specific trends identified, it is imported into excel files for manual manipulation and comparison to other imported market research data to extract/make assumed correlations

Ad hoc reports and graphics are then used to support brand strategies as well as measure success/ROI

Once the data is collected from the platform it is manually assessed by type, severity, requirements and “actionability” (flagged & tagged) and routed to the appropriate owner for resolution

• Brands are deeply invested in digital/social technologies to plan, execute, manage and measure marketing initiatives– If designed & optimized correctly, these assets can maximize the brands efforts to meet/exceed

critical KPI’s

Designing the right solution & capabilities to

meet customer needs

Opportunity

Designing the right processes to get specific

data to the right end-user

Designing the right set of screens/dashboards to

meet specific needs focused on KPI’s

Collaborating with clients to create state of the art

trending analyses abilities

Collaborating with clients to create contextual

reports that provide 3 dimensional insights

Collaboration with clients to design & execute effective marketing

based on specific trends


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MARKETING INTELLIGENCE FUNNEL – HOW IT REALLY

WORKS

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Brands use basic tools to listen, manage communities, engage and publish data and collect basic quantitative data sorted by categories.

This is where most brands assume that the data they need (or can access) is aggregated into basic graphs, word clouds, timelines etc. to assess trends

Using the graphics available within the dashboards, brands make visual correlations between their brand status, campaigns and market trends in contrast to similar data captured about their competitors.

Once the data has been captured and specific trends identified, it is imported into excel files for manual manipulation and comparison to other imported market research data to extract/make assumed correlations

Ad hoc reports and graphics are then used to support brand strategies as well as measure success/ROI

This is a key layer that is ignored by 99% of all brands and social technology providers because it is costly, requires manual intervention and is resource/time intensive so they move directly to the Presentation layer.

• In reality, brands do not have the experience/knowledge to know how to use these platforms “contextually” or how to articulate to SaaS Partners how to design/customize them specific to their needs– At the same time, these Partners sales teams are not able to ask the right questions to get there

Data Filtering Layer

Analysis Layer

MeasurementLayer


Presentation Layer

Routing Layer

Facebook Twitter YouTube Google Facebook WebsitesBlogs

Major gap between clients and service

providers

Issues

Disconnect between data and

client needs

Trends determined on data that is not

contextual

Decisions made on data that is not

contextual

Measurements made on data that is

not contextual


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THE ROADMAP TO SUCCESS: MAPPING THE JOURNEY

• Before the SMP can be created, the Brand must create a map of what [they envision] happens, what causes it, how it assessed and ultimately how it resolved & measured.

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EfficienciesBest

Practices

SWOT

Trend Identification Resources Solution Timelines Tracking Assessment Measurement OptimizationListening

Negative social trending around brand detected

Confirmation that an issue

exists

Determining the type and priority

of the issue

What is needed to resolve the

problem

What is required to execute a

remedy

Based on severity, when it will be resolved

Determining if the solution is

working

Did the process meet the

objectives.

How well did the process work

What lessons were learned to

improve

Who owns the Issue? What is the next step

Trend or

anomaly?

Alarms

triggered?

Pre-set

threshold?

Impacting

/ Valid?Online? Offline? Positive? Negative? Value? ROI?

Actionable?How

severe?Support?SLA’s?

Resources

used well?

Care

PR

Legal

HR

Marketing

Skills? Budget?

Content? Process?

Engagement?

People?

Change?


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CREATING THE RIGHT SOLUTION

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OPTIMIZE

BUILD

MANAGE

DESIGN

Visualize the end-state

Imagine

• What is the purpose of the SMP?• What does success look like?• How will it work?• How will success meet/exceeds the needs of the Customer?

• Who will run it on a day-to-day basis?• What assets do you have?• What assets do you need?• Who are the customers and what are

their needs/expectations?• Will it be scalable to meet short-term

and long-terms needs?

Making it work!

Creating the right platform

• How does it work on Day 1+ ?• Is it running efficiently?• Are the customers happy?• Are they receiving value?• Can it be better?• What needs to be altered/added?• What is the growth plan?• Are the right skill sets in-place?

• What technologies exist now?• Is there a workflow in-place?• How do you integrate existing

investments into the platform?• What/who are the right

complimentary tools & partners• What are the priorities in terms

of Day 1 production?• Who owns the process?• Is it internal, external or matrix

managed?

What does it need to get there?

Ideation

Creation

Activation

• What is in-place today?• What are the brands SWOT?• What current assets are available –

tools, technology, people, training & content?

• What investments have been made?• How are things done now (process)?• Are the KPI’s & Metrics applicable

and measureable?• How is [will] success measured?• What is realistic?


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PROFESSIONAL SERVICES – SMP DESIGN SOLUTIONS

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Co-Manage

Manage

Consult

Support

Perform a Social Assessment of Client:• Processes• Tools/Technology• Content• Personnel• Reports

Audits

Create a document on assessing their Social:• Processes• Tools/Technology• Content• Personnel• Reports

Provide Monthly Feeds:• Required Data fields to

build ad-hoc SMP Performance Reports

Deliver Benchmarks:• Performance Metrics• KPI Metrics• Objectives Metrics• Competitive SWOT• Industry BIP/Trends

Performance Reporting

Create/Design Reports:• Performance Metrics• KPI Metrics• Objectives Metrics• Competitive SWOT• Industry BIP/Trends

Client SMP:• 2 Week Live “In the

Chair” Training –Customer Site

Deliver Training Programs:• SMP Workflow• Platform Configuration

Training

Create Training Programs:• Social Marketing• Social Care• Social PR• Social Sales

Service Provider SMP:• 2 Week Live “In the

Chair” Training - NYC

Command Center:• Daily Operations

Command Center:• Planning• Design• Build• Integration• Evolution/Upgrade

SMP/COE

Create Recommendations:• Technology Needs• Staffing Needs• Operational Processes• Workflow• SMP Evolution to COE• Business Continuity

Command Center:• Daily Operations

Lead workshops on:• Social Processes &

Enterprise Integration

Optimization

Create Recommendations:• Enterprise Social

Strategy (SMP/COE)• Organizational

Integration

Remote SMP?

Design, Build & Run SMP with Client Team:• Tools/Technology• Content• Personnel• Reports

Design, Build & Run SMP:• Tools/Technology• Content• Personnel• Reports

Technology/ Platform

Design & Recommend SMP:• Tools/Technology• Content• Personnel• Reports

Design, Build & Support SMP Client Team:• Tools/Technology• Content• Personnel• Reports


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PROFESSIONAL SERVICES – MARKETING INTEL SOLUTIONS

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• Tools• Social Impact• Operational Processes

Training

• Tools• Operational Processes

• Tools• Operational Processes• Customization

• Understanding Trends• Correlation of

Platform and Brand Metrics/KPI’s

• Correlation of Platform and Brand Metrics/KPI’s

• Report Development

• Customized to customer current needs

• Process Review• Audits – Content,

Resources, Metrics, Technology

Optimization

• Process Review• Process Design

• Process Review• Process Design




• Needs Assessments• Process Review

Workshops

• Needs Assessment• Process Review• Resource Audits

• Needs Assessment• Process Review




• Service Provider specific

Sales




Data Filtering

Routing

Presentation

Analysis

Measurement


Professional Services

• Enterprise Needs & Solution Design

Consulting







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PERFORMANCE REPORTS

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Ad-Hoc Reports

Trend Analysis – Ad-hoc report on specific issues that are trending and require resolution

Event Timeline – Event timeline reviewing start and end of events and actions taken and timeframes each step of workflow occurred and was completed.

Resolution Case Study – Detailed version of Timeline report with narrative for Enterprise-wide analysis and public sharing

SMP Value Analysis – A comparative analysis of the issues (sentiment) before and after the issue has been resolved to determine the impact of the SMP process on the overall solution

SMP Workload Measurements (Benchmarks)

Sentiment Rate – Normal Mode Sentiment Levels to establish Alert Thresholds

Alert Rate – Total Alerts raised

Tracking Rate – Total Posts Tracked/Confirmed

Qualification Rate – Total Posts Qualified by Standard & Non-standard)

Value Rate – Total Posts Accepted & Not Accepted

Categorization Rate – Total Posts Categorized by each Tag (e.g. Care, Brand etc.)

Triage Rate – Total Posts Categorized by each Flag (e.g. Level 1, 2 etc.)

Routing Rate – Total Posts Routed

Escalations Rate – Total Number of Posts Escalated

Follow Up Rate – Total Posts Confirmed & Tracked

Engagement Rate – Total Posts Requiring Engagement

Completion Rate – Total Posts Closed

Non-Completion Rate – Total Posts Still Open

SMP Performance/MBO Metrics

Confirmation Ratio - Ratio of posts Tracked & Confirmed vs. Total Alerts = % of the total

Qualification Ratio – Ratio of posts qualified as Standard and Non-standard = % of the total

Value Ratio – Ratio of posts qualified by each Value Assignment (Work/Don’t Work) = % of the total

Categorization Ratio – Ratio of posts qualified by each Tag (e.g. Brand, Customer Care etc.) and expressed as a % of the total

Triage Ratio – Ratio of posts qualified by each Flag (Level 1 - 5) = % of the total

Routing Ratio – Total Number of Issues Routed by day or Category = % of the total

Response Time (Avg.) – Average time per response to a) receipt, b) acknowledgement and c) resolution

Escalation Ratio – Total number of posts escalated vs. normal routing and resolution posts expressed as a % of the total.

Commitment Ratio – Total number of commitments met (Triage Level) vs. not met

Commitment Scorecard – Total number of commitments met (by Priority and SLA) vs. not met expressed by a grade of “Fully Met,” “Partially Met” and “Missed.”


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PERFORMANCE REPORTS

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Ad-Hoc ReportsSMP Workload Measurements

(Benchmarks)SMP Performance/

MBO Metrics

Completion Ratio – Total number of posts Closed vs. Open = % of the total

Completion Scorecard – Grading System/Scorecard – Showing percentages of each of the five categories with A=Close Resolved and F= Open Unresolved

First Post Resolution (FPR) – Total number of Issues resolved on first engagement vs. required follow-up = % of the total

Resource Utilization – Ratio of Total Hours expressed as a percentage of each of the 5 Post Status’ (e.g. 32 Hours/Closed – Resolved Issues)

Resource Productivity – Ratio of Total Expense/Budget expressed as a percentage of each of the 5 Post Status’ (e.g. $57/Closed – Resolved Issues)

SMP Productivity – Ratio of Total Hours expressed as a percentage of Total Posts Tracked vs. Resolved (e.g. 32 Hours/Non-standard Issues or Engagements etc.)

SMP ROI – Ratio of Total Expense/Budget expressed as a percentage of Total Posts Tracked vs. Resolved (e.g. $57/Non-standard Issues or Engagements etc.)


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Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat – General Sun Tzu

azurite blue inc. - we are a consulting firm that has the

experience and ability to help clients articulate their needs

with regards to “all things social,” and create an operational

roadmap to get there!

More importantly, we help design strategies that are based upon executable

tactics and tactics that support achievable strategies!

Contact: Jim Clark – 908-305-8475

[email protected]

www.linkedin.com/in/azblue/

mailto:[email protected]

http://www.linkedin.com/in/azblue/

Date post:	16-Jul-2015
Category:	Social Media
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