SXSW - So you have the tux but can you do the dance?
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Social media has evolved from a few guys with ponytails to a vital communication channel that is powerful and pervasive. It touches many parts of businesses like customer care, PR, IT, HR, and marketing. However, managing social media is complicated, nonlinear, and difficult. With billions of people using social media, companies need frameworks to measure their social media efforts, including the people, processes, technologies, and impact. Measuring returns on experience and influence can show the business value of social media interactions and word-of-mouth recommendations. Managing a successful social media presence requires coordinated efforts across an organization.
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SXSW - So you have the tux but can you do the dance?
- 2. But, can you do the dance? (Sony Pictures Television)
- 3. And, it looks different too, depending on who you are. (20th Century FOX)
- 4. Social media has evolved beyond three guys with pony tails, Into a vital communication channel that is powerful and pervasive
- 5. And, now everyone is doing it Customer Care PR IT HR R&D Marketing Social Media touches all of these (20th Century FOX)
- 6. But, it is complicated, non-linear, and difficult to manage
- 7. Why, it matters: Can you say, billions and billions? (New Line Cinema)
- 8. Of course, we need a framework… • People • Process • Technology • Measurement
- 9. People: So, where are you? (Edelman 2011, edelmandigital.com)
- 11. Process: So, where are you? CRAWL Policy, Process, Pr ocedure WALK Property Management RUN Ecosystem Engagement FLY Social Innovation & Integration
- 12. Technology: So, where are you? (Warner Bros. Pictures)
- 13. 22
- 14. 14 Now the challenge is to measure the impact of each dimension Metrics come in all shapes and sizes Measurement: So, where are you?
- 15. 15 Twitter Impression Reach Video / Slide Share Views RT! Retweet Rates Social Clicks Socially-Referred Site Traffic Socially-Referred Revenue Total Reach Socially-Referred Leads Engagement Rate Chatter Levels Talking About This Social Page Views
- 16. HOLY GRAIL
- 17. Social ID Personal ID (e.g., Customer File)
- 18. 18 Social ID – Customer ID Mary searches for “Small Business Help” Earned Media Paid Media Owned Content User Generated Content (UGC) Follows on Twitter E-mail Opt In Joins Small Business Community Friend asks about Small Business on Facebook, Mary shares BofA content Shared Content Mary’s post triggers live chat Mary chats with BofA Small Business Consultant Mary enrolls in Online Business Suite!
- 20. Customer Behavior $ Impact of Interaction Interaction (experience) ROE Customer Behavior WOM Recom and Behavior SROI ROE + ROI Return on Experience Return on Influence
- 21. It takes a village (20th Century FOX)
- 22. Q & A Mark Grindeland, Chief Marketing Officer TeleTech Holdings markgrindeland@teletech.com @mark_grindeland
Notas do Editor
- 75% of companies lack a holistic strategy (Altimeter)
- CrawlInternal:Steering Committee IdentifiedGovernance models in placeInternal network deployedListening tools and process in placeKPI/Measurement framework establishedPolicy establishedCenter of Excellence identifedExternal:Public facing moderation policyCommunity coordinationContent developmentControlled Paid Media in SocialWalkInternal:Social Enterprise Architecture ConstructedRules of Engagement circulatedEarly adopter training initiatedMonitoring/Analytics inform policy, process and contentCommunity Management Plan activatedExternal:Social properties enhancedVoice and tone establishedInfluencers identifiedTest & learn pilots launchedContent published across multiple propertiesRUNInternal:Partners coordinated and connected to internal leadSocial CMS tools & internal staffing formalizedRegional additions to steering committeeTraining rolled out across the entire organizationExternal:Influencer partnerships formedPlatform partnerships solidifiedEngagement at scale establishedCoordination exists between social, owned, mainstream & Tra-digital propertiesMeasurement, KPIs formalized & standardized across organizationFLYInternal:Systems integrated on back endEmployees, partners and customers connectedCulture of organization more adaptablePeople, processes & platform maturity well establishedExternal:Ambassador programs operating globallyEmployees engaged systematicallySystems integrated on front endAll business functions integrate social layerProduct/service innovations result