This document discusses corporate social media management. It begins with an agenda that covers new media and intelligence, best practices in corporate social media management, a social media maturity model, and an outlook. It then discusses topics like social media monitoring, marketing, customer service, issue and reputation management, and provides examples from companies. Metrics for evaluating social media performance are presented. Throughout, it emphasizes the importance of developing social media strategies and managing social profiles in an integrated way to optimize business benefits.

1. Welcome to the real Business!
Management, Utilization and Integration
of Social Media for Businesses

2. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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3. Corporate Social Media Management
Loop: Turning social media into actions
Social Media Cockpit Listen
Influencer
1:1
Objective
Setting
Trends
Preferences
Insights
Products ….
Social Media
Scorecard
Act Analyze
Influencer Marketing Intervention
Social Commerce
Service Interaction Seeding
Testing Campaigning
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4. The true value of Social Media….
Facebook makes the difference…there seem to be different
likes, social graphs, ……
Person 1 Person 2
 Born 1948; grew up in  Born 1948; grew up in
England England
 Married the second time  Married the second time
 2 children  2 children
 successful in business  successful in business
 Wealthy  Wealthy
 Spend their winter  Spend their winter
holidays in the Alps holidays in the Alps
 Likes dogs  Likes dogs
Prince Charles Ozzy Osbourne
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5. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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6. Corporate Social Media Management:
Best Practices
Social Media Marketing
Social Media Service
Social Media Issue &
Reputation Management
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7. Social Media Marketing/
Recommendation Marketing

8. Analysis of product perception and quality
assessment by social swarm intelligence
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9. iBVS TOP: Social Media Monitoring
KPIs With RQ(s): Relevance of sources
n: number of sources
s: source
KPI Description Formula
n
R ( s)
mean ratings( Bosch )
Q
s 1 mean ratings( Bosch Competitors )
RQPproduct group n n (positive + neutral entries (Bosch))
mean ratings( Bosch )
Positive & Neutral How often is my brand/ my RQRQ) s )
(s (
Brand Share products mentioned in a positive s 1s 1 mean entries ((Bosch+Competitors) s )
total ratings Bosch Competitor
RQPproduct group n
or at least neutral way? PNBS=
n
mean ratings( Bosch )RQ ( s )
( screening of all relevant sources) RQ ( s ) s 1
s 1 mean ratings( Bosch Competitors )
RQPproduct
Net Promotor Score group
n
n
mean RRecommendation entries (Bosch)
ratings( Bosch )
Q ( s)
“Likelihood to recommend“ RQ ( s )
mean ratings( Bosch Competitors )
s 1
RQPproduct group
s 1
Social NPS= n -
( screening of all relevant sources) R Distracters Bosch ) (Bosch)
entries
n
meanQ ( s )
ratings(
RQ ( s ) s 1
s 1 mean ratings( Bosch Competitors )
RQP
Recommendation How often is my brand/ my product group n n recommendations((Bosch)
mean ratings Bosch )
Share products recommended for RQRQ) s ) total recos (Bosch+Competitors)
(s (
s 1s 1 mean ratings( Bosch Competitors )
purchase? RQPproduct group n
RS=
( screening of all relevant sources) RQ ( s )
n
mean ratings( Bosch )1
s
RQ ( s )
s 1 mean ratings( Bosch Competitors )
Product Quality How often is my brand/RQPproduct group
my n n mean-ratings (Bosch)
mean ratings( Bosch )
Perception Share products perceived as positive at RQRQ) s )
(s (
the POS? mean-ratings (Bosch+Competitors)
mean ratings( Bosch Competitors )
PQPSproduct-group s s 1
RQPproduct group = 1 n
(e.g. Amazon, other portals for product
assessment) RQ ( s )
s 1
Power Tools
0
0 Strictly PT/MKR | 20/10/2011 PT/MKR | 22/11/2011 | ©2011. All rights GmbH 2011. All rights reserved, also regarding any disposal,
confidential | PT/MK, | © Robert Bosch GmbH Robert Bosch reserved, also regarding any
exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights. property rights.
disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial

10. iBVS TOP: Social Media Monitoring
Recommendations/ Product Quality Perception Score/ Social NPS
Bosch Black&Decke
Kumuliert
DE Gesamt
Total Bosch PT
Bosch Bosch green Bosch blue
green
Skil Dremel Ryobi Metabo Makita DeWalt Black&Decker
r
Amount
Anzahl Bewertungen
Recommendations
290
398 52
160 69
69 39 1 10 1 29 68 13 8
Shares on
Anteil an 100%
100% 18%
40% 24%
17% 13%
10 % 0,3%
<1% 3% 0,3%
<1% 10%
7% 23%
17% 4%
3% 3%
1%
Recommendations
Gesamtbewertungen
Recommendations
Marktanteil in % *
without 1-2-do.com 66,3%
271 34,8%**
46 19,8%
68 15,0%
31 1,1%
1 1,0%
10 0,5%
1 0,5%
26 14,3%
68 4,1%
12 2,2%
8
and Bob Community
Shares on
Recommendations
100% 17% 25% 11% 0,4% 4% 0,4% 10% 25% 4% 3%
(without 1-2-do.com and
Bob Community)
Market Share in % * 66,3% - 20% 15% 1% 1% 0,5% 0,5% 14% 4% 2%
US Total Bosch PT Skil Dremel Ryobi Makita DeWalt Black&Decker
Amount
Recommendations
950 151 30 183 42 145 210 189
Shares on
100% 16% 3% 19% 4% 15% 22% 20%
Recommendations
Market Share in % * 58% - 3% 4% 14% 8% 19% 10%
* Shares in whole market, not only competitors noticed in monitoring
Power Tools
1
00 Strictly confidential | PT/MK, PT/MKR | 22/11/2011 | © Robert Bosch GmbH 2011. All rights reserved, also regarding any disposal,
exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

11. Turning data into insight and insights
into actions
Recommendation
KPI Recommendation Share = Positive Own Brand Mentions made by Opinion Leaders e.g. Bosch > Makita
(weighted per source relevance) Positive Mentions of all brands made by Opinion Leaders 0,4 > 0,3
Action Standard Reality Check Target: Increase
Recommendation
Compare If own share smaller than share of main
Awareness competitors and underperforming
- = own share smaller
Share with according to actual market position:
share of main
actual Take measures:
competitors
Market
Position: e.g.
Am I Under- - Identification of power poster &
= own share bigger or Over- recommendation relevant topics!
+
share of main Performing? - Get in contact with opinion leaders!
competitors

12. Social Media Monitoring beyond Share of
Buzz and Tonality
Social NPS
Brand Perception Index
Product Quality Index
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13. Social Media Marketing triggered by
communication events
Welcome when checked Welcome of 100.000
in on fourthsquare Facebook Fan
User retention post
when user “unlikes”
Thank you post for
brand ambassador
Welcome/
Congratulation Post
Thank you becoming a
“Fan”
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14. Social Media Marketing Management Systems:
Smart and active communication based on
events and triggers
Detection of communication events Definition of events
 Action of users
– Retweets
– Likes, Shares
– App usage …
 Crossing a KPI
threshold
– Channel KPIs
– Authors KPIs
– Buzz KPI
– Sentiment
 combination
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15. Social Customer Service
and Interaction

16. Corporate Social Media Management
Listen Act
Analyze
B.I.G. Picture | Berlin | 30th September 2011 Deutsche Post DHL | Page 17

17. Social CRM@Deutsche Post/ DHL
Social Media Monitoring
PAGE 18 28/09/2011

18. Social CRM@Deutsche Post/ DHL
Interaction im Customer Service
BIG Customer Care 2.0 mit dem BIG SCREEN Framework
PAGE 19 28/09/2011

19. Shit happens!
PAGE 20 28/09/2011

20. Business Metrics for Social Media
Customer Service
Inquiries Complains
# Inquiries received # Complains received Customer
# Inquiries answered # Complains resolved Service
# Leads generated out of # Leads generated out of
answered inquiries resolved complains
# sales done out of the # sales done out of the Sales
triggered leads stemmed triggered leads stemmed
from inquiries from complains
Reach of inquiries Reach of complains
Marketing
Findability of inquiries Findability of complains
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21. Social Media Issue and Reputation
Monitoring and Measurement

22. Shitstorms – overhyped or realistic worst
case scenario?
 Emerging phenomenon
Daimler
ergo
Nestle
United
Airlines
British
Airways
Apple
WalMart
Jamba
KFC
2004 2005 2006 2007 2008 2009 2010 2011 2012

23. Corporate Social Media Intelligence:
Issue/ Early Warning Systems
room for action
Early Warning Indicator
Issue Likelihood Index
Virality Index
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24. Reputation management
Excerpts B.I.G. Shitstorm study
Classical crisis cycle
Example of the acute
phase
PAGE 25 11.07.2012

25. KPI comparison of the Shitstorm
KPI Definition Wiesenhof Ergo Deutsche Deutsche
Bahn - ICE Post - E-
Postbrief
Number of storm days1 Emerging entries via normal Buzz, 10 39 30 32
however less than at peaks
Number of peak days2 Days with extreme Buzz 6 17 7 10
appearances
Peak timeframe3 Duration in days from the first to last 18 79 64 71
peak
Source increase Percentage increase in the number
(in comparison with pre-phase) KPI patterns reveal early -24%
+264%
of sources where the business is
+92% -42%
named
Author increase warning indicators!
Percentage increase in the number1.853% +153% +136% +8%
(in comparison with pre-phase) of users commenting above average
User-Participation-Rate4 Activation of the user mass media
(on the most important press / news report generator to distribute and
platforms) 0,05 0,17 0,10 0,58
comment (0 minimum activation up
to 1 maximum activation)
Sentiment development5 Tonality changes based on the -0,08 -0,02 -0,15 +0,01
(in comparison with pre-phase) normal value
Definition of critical virality KPIs which permit an early estimation.
(e.g. increase in websites, increase in authors, posts in the first 2 hours, tonality in the first 2 hours, etc.)
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26. Der Fall Gutjahr – Reaktionen auf die Reports and
Social Media Goverance: Processes,Reaktionen der
DP DHL
Guidelines
Standardized Process

27. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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28. Social Media Excellence Club – Powered by B.I.G.
http://www.social-media-excellence.com
Participating Companies
 Quarterly meetings since 2010
for corporate users about the
main topics of Social Media
 Goals: exchange of experience/
optimisation of the use of social
media applications in
companies
 Creating joint solutions for
critical issues and key
challenges
 Exclusive and confidential
exchange of information
 Participating companies include
German and international Blue
Chips
„Great event, highly interesting „The format was just great!“
„Today, I attended one of the best
discussions and people. Thank you
conferences ever: the meeting of the
B.I.G. for the invitation.“
Social Media Excellence Initiative“
Mirko Lange, Talkabout Emily Coley, E-Plus
Corinna Conradi, Deutsche Bank
29

29. Social Media Maturity Model: A systematic approach
to developing successful Social Media Management
Web 2.0
Integrated
Business
Enterprise 2.0
reactive active interactive adaptive
Explorer Optimizer Enabler Champion
$
tactical strategic
Business Impact
Investments
Customer Centricity
……
SEITE 30 11.07.2012 Viessmann WS1

30. Social Media Maturity Model:
Degree of maturity and phase models
No dedicated Social Media strategy Social Media strategy for individual Area holistic; goals exist; Social Company holistic: uses and goals are
areas; strategies are communicated Media as an enabler for stronger integrated into business
less; Social Media is operated in market oriented business design / planning, Social Media as an enabler
isolation management; strategy is for new business models;
communicated in a targeted way strategically wide communication
Fundamentally (event driven) single Sales based on the strategy; content Efficiency of implementation is Fast feedback system between
actions with other media is exchanges; tools
implemented Systematic as-it-is analysis
checked; fast reaction to new
specifications, systematic
implementation of IT tools & content
strategy and implementation for rapid
adjustment, integrated CMS with
integrated Social Media
through dynamic qustionaire
sharing
Improvised tasks and responsibilities; Individual employees assume Social Area holistic agreement of Company-wide and independent
no matched technical areas.. No Media activities (other responsibilities, dedicated Social Media Organization;
clear match with legal. channels), training offered. First personnel, areas & budgets; integration into performance
meetings with legal. guidelines /mandatory trainings management. Dedicated legal
implemented. Dedicated legal concept (with certification).
concept.
No monitoring system; possibly Professional monitoring system for Real time monitoring, campaigns and Systematic use of results for the
different freeware tools used continuous monitoring competitor monitoring; integration business; integration with other
(uncontrolled tool selection) with a focus on issue and brand with other applications systems
tracking
No analysis, no reporting Simple reports and analyses for Reporting is differentiated according Integrated scorecard reports;
technical departments to stakeholders; expanded business predictive Social Media Analytics;
characteristics; integration of KPIs Real time Analysis / Reporting;
into business scorecards; Social systematic use of Social Media
Media scorecard; expanded analysis results for
business decisions
Individual, non matched interactions Professional, tool supported Professional, tool supported Expansion of long tail; global
(fragmentation) interaction concentrated on customer interaction into other areas and interaction concept; automation of
service (Twitter and Facebook); channels; proactive interaction the interaction
passive interaction
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31. Social Media Readiness and Maturity:
Assessment and benchmark based on internal
and external perspective
Model Champion
Computer
Social Media MaturityEnabler (SM3)
Internal perspective
Retail
Utility
You?
Optimizer
? Automotive
Insurance
Explorer
Social Media Monitoring & Measurement (Basement Measurement)
Low Medium High
External perspective
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32. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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33. The data privacy debate – it
depends on the perspective!
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34. For feedback and further
information:
Prof. Dr. Peter Gentsch
Founder & CEO
Business Intelligence Group GmbH
Charlottenstr. 24
10117 Berlin
+49 (0) 30 896 778 87 0
+49 (0) 177 453 453 0
www.intelligence-group.com
gentsch@intelligence-group.com

35. Digital Media Excellence –
Empowering Companies for digital leadership!
dmEX –
Best of Breed Network
Research-
Akademie
Working-
Summit
Labs
Labs
& mehr
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