Justin KistnerSr. Manager of Social Media Marketing

Resource Planning Considerations for Social Media

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?

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That is too much to cover in detail

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Why do we care?

Social Media Usage is Exploding

• 3 out of 4 Americans use social technology*

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* Forrester, The Growth Of Social Technology Adoption, 2008

Social Media Usage is Exploding

• 3 out of 4 Americans use social technology• 2/3 of the global internet population visit social networks*

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* Nielsen, Global Faces & Networked Places, 2009

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*

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* Nielsen, Global Faces & Networked Places, 2009

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*

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* Nielsen, Global Faces & Networked Places, 2009

It’s changing your customers expectations

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93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA

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CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS

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CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

You should know it’s not media

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It’s communication

Every department uses communication

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But, I’m going to focus on marketing

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Specifically I’ll discuss

• Staffing

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Specifically I’ll discuss

• Staffing• Business Processes

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Specifically I’ll discuss

• Staffing• Business Processes• Technology

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Specifically I’ll discuss

• Staffing• Business Processes• Technology• Measurement and Decision Making

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Specifically I’ll discuss

• Staffing• Business Processes• Technology• Measurement and Decision Making

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Comes with

Examples!

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Staffing

How are the top brands staffed?

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How are the top brands staffed?

• 11 channels• 6 people

Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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

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

How are the top brands staffed?

• 9+ channels• 1,400+ people

Source: http://twitter.com/TWELPFORCE/status/3451116686

What return are they seeing?

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What return are they seeing?

• Activity x Channels = Engagement

Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

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

What return are they seeing?

Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

Example Structure

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Example Structure

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Example Structure

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Networkers Indexers Bloggers Monitors Analysts

Example Structure

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Networkers Indexers Bloggers Monitors Analysts

Smaller programs either won’t need this layer orwill have fewer in it

Example Structure

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Networkers Indexers Bloggers Monitors Analysts

You may need more or less people dependinghow many channels you’re in.

Example Structure

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Networkers Indexers Bloggers Monitors Analysts

Supporting roles scale with channel staff

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Business Processes

Operational Models

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Operational Models

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Call Center Model

Dedicated staff exclusively focused on social communication

Operational Models

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Call Center Model

Pros Cons

• Focused staff• Can be outsourced• Highly scalable

• Relationship segregation• Requires additional staff

Operational Models

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Hub and Spoke Model

MonitoringTeam

Marketing Support

Sales Product

Operational Models

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Hub and Spoke Model

Pros Cons

• Uses existing staff• Improves the relationship

customers, partners, media, and others with core staff

• Staff is “plugged in”

• Can be a distraction from key priorities

• Response times can be slow

• May not be able to support volume for large brands

Operational Models

• It’s not necessarily about hiring new people, it’s reconsidering what they’re doing.

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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.

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Common Processes

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Common Processes

• Publishing

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Common Processes

• Publishing• Response

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Common Processes

• Publishing• Response• Outreach

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Common Processes

• Publishing• Response• Outreach• Networking

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Common Processes

• Publishing• Response• Outreach• Networking• Monitoring

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Common Processes

• Publishing• Response• Outreach• Networking• Monitoring• Governance

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Example Workflow

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Example Workflow

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Technology

Types of Tools

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Types of Tools

• Aggregation• Filtering/Sorting• NLP• Analysis

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Types of Tools

• Collection• Processing• Visualization

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Types of Tools

• Contacts• Context

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Types of Tools

• Delegation• Supervision• Coordination

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Types of Tools

• Editing• Storage• Delivery

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Example Configuration

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Example Configuration

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Measurement &Decision Making

High-Level KPIs

High-Level KPIs

Mentions

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High-Level KPIs

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Mentions

Traffic

High-Level KPIs

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Mentions

Conversions

Traffic

High-Level KPIs

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Mentions

Conversions

Traffic

Leads

High-Level KPIs

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Mentions

Conversions

Opps

Traffic

Leads

High-Level KPIs

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Mentions

Conversions

Opps

Traffic

Leads

Sales

High-Level KPIs

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Mentions

Conversions

Opps

Traffic

Leads

Sales

Channel Health Indicators

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Channel Health Indicators

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Channel Health Indicators

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• It goes much deeper– Group behavior– Social dynamics

Property Health Indicators

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Property Health Indicators

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Example Decision Making

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Example Decision Making

• Measure which messages on which channels deliver value

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Example Decision Making

• Measure which messages on which channels deliver value• Requires an integration between social media monitoring

and analytics to close the loop

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Example Decision Making

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Mentions ConversionsTraffic

Thank you!

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© 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.

JUSTIN KISTNER

@justinkistnerhttp://blogs.webtrends.com/