There is much discussion about social media tactics, strategy, and ROI. However there is little talk about operations. This deck touches on staffing, business processes, technology, measurement and decision making. Slides 5-11 were inspired by Ben Parr's http://bit.ly/41AcAD

1. Justin Kistner Sr. Manager of Social Media Marketing Resource Planning Considerations for Social Media

3. That is too much to cover in detail

4. Why do we care?

9. It’s changing your customers expectations

10. 93% OF SOCIAL MEDIA USERS BELIEVE A COMPANY SHOULD HAVE A PRESENCE IN SOCIAL MEDIA CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

11. 85% BELIEVE THAT A COMPANY SHOULD GO FURTHER AND ALSO INTERACT WITH ITS CUSTOMERS CONE, BUSINESS IN SOCIAL MEDIA STUDY, SEPTEMBER 2008

12. You should know it’s not media

13. It’s communication

14. Every department uses communication

15. But, I’m going to focus on marketing

21. Staffing

22. How are the top brands staffed?

27. What return are they seeing?

30. What return are they seeing? Source: http://www.engagementdb.com/downloads/ENGAGEMENTdb_Report_2009.pdf

31. Example Structure

32. Example Structure

33. Example Structure Networkers Indexers Bloggers Monitors Analysts

34. Example Structure Networkers Indexers Bloggers Monitors Analysts Smaller programs either won’t need this layer or will have fewer in it

35. Example Structure Networkers Indexers Bloggers Monitors Analysts You may need more or less people depending how many channels you’re in.

36. Example Structure Networkers Indexers Bloggers Monitors Analysts Supporting roles scale with channel staff

37. Business Processes

38. Operational Models

39. Operational Models Call Center Model Dedicated staff exclusively focused on social communication

41. Operational Models Hub and Spoke Model Monitoring Team Marketing Support Sales Product

45. Common Processes

52. Example Workflow

53. Example Workflow

56. Technology

57. Types of Tools

63. Example Configuration

64. Example Configuration

65. Measurement & Decision Making

66. High-Level KPIs

67. High-Level KPIs Mentions

68. High-Level KPIs Mentions Traffic

69. High-Level KPIs Mentions Conversions Traffic

70. High-Level KPIs Mentions Conversions Traffic Leads

71. High-Level KPIs Mentions Conversions Opps Traffic Leads

72. High-Level KPIs Mentions Conversions Opps Traffic Leads Sales

73. High-Level KPIs Mentions Conversions Opps Traffic Leads Sales

74. Channel Health Indicators

75. Channel Health Indicators

77. Property Health Indicators

78. Property Health Indicators

79. Example Decision Making

82. Example Decision Making Mentions Conversions Traffic

83. Thank you!

84. JUSTIN KISTNER @justinkistner http://blogs.webtrends.com/ © 2009 WEBTRENDS INC. ALL RIGHTS RESERVED.