2. Social Media Offering Ecosystem
Social Media Strategy & Consulting
Services Software Integration Custom Development Media
• SM Outposts - • eCommerce • Gage Genesis platform - • Cross-channel
Content, follower (BazaarVoice) Loyalty / campaign design
strategy/tactics, daily • B2B CRM (Salesforce) Sweepstakes, Contests, Pr and execution
conversation omotions, Training, Comm • Social Media
management / • Loyalty and Community unity
building (Pluck, Lithium) Advertising
moderation • Custom Facebook
• Content Curation • Sponsored Tweets
• Social CRM - Applications:
Community (Magnify, Curation • Facebook
Station) • Photo and Video
Monitoring Contest – native • LinkedIn
, Measurement, Engag • Collaborative and cross- • YouTube
ement channel marketing • Internationalization
(Spredfast, Sprinklr) • Facebook OpenGraph • Others
• Thought Leadership
Marketing • Monitoring / Social CRM API integration
• Event Marketing (Radian6, Visible • Dynamic live/social
(microblogging, video Technologies) content display widgets
capture / • Viral tracking/ Earned • Social Media-technology
publishing, SlideShare) Media Measurement mashups (Crimson
• SEO media asset (Meteor) Hexagon, Google/Bing
development, publishi • Profiling / Retargeting / Maps, etc)
ng, tagging Advocacy modeling
• Social Media Brand (Rapleaf, Flowtown)
Identity Protection
• SM Analytics /
Dashboards
3. A Truly Integrated Social Media Agency
Enterprise Custom Strategy &
Definition Services Integration Development Media Consulting
R Those who do the work to • Social Media • Technology • Technology • Social Media • Dir - New Media
achieve the task specialist Team Team specialist • VP - New Media
• Dir - New • Dir - New
Media Media
A Those who are ultimately • Account • Project • Project • Account Team • Account Team
accountable for the Team Manager Manager Assignee Assignee
correct and thorough Assignee
completion of the
deliverable or task; the one
to whom Responsible is
accountable
S Resources allocated to • Outsource • Social Media • Social Media • Outsource • Social Media
Responsible. Support will Vendors Team Team Vendors Specialist
assist in completing the • Analytics • Analytics Team • Analytics Team (Media2, etc.) • Analytics Team
task team • Creative Team • Creative Team • Analytics Team • Creative Team
• Creative • UX/IA Team • UX/IA Team • UX/IA Team
Team
• UX/IA Team
C Opinions are sought; and • VP - New • Social Media • VP - New • VP - New • Exec Team
with whom there is 2-way Media specialist Media Media
communication • Dir - New • Dir – New
Media Media
I Kept up-to-date on • EVP - • EVP - • EVP - • EVP - • President
progress, one-way Operations Operations Operations Operations
communication
Responsible Those who do the work to achieve the task. There is typically one role with a participation type of Responsible, although others can be delegated to assist in the work required (see also RASCI below for separately identifying those who participate in a supporting role). Accountable (also Approver or final Approving authority) Those who are ultimately accountable for the correct and thorough completion of the deliverable or task, and the one to whom Responsible is accountable. In other words, an Accountable must sign off (Approve) on work that Responsible provides. There must be only one Accountable specified for each task or deliverable. Support Resources allocated to Responsible. Unlike Consulted, who may provide input to the task, Support will assist in completing the task.Consulted Those whose opinions are sought; and with whom there is two-way communication. Informed Those who are kept up-to-date on progress, often only on completion of the task or deliverable; and with whom there is just one-way communication.
Building Advocacy One Relationship at a Time.Online relationships are not built solely on the quality of the user experience on yourwebsite. More importantly, meaningful connections are based on the authenticityand transparency of one-on-one interactions with people who have a personalconnection or experience with your brand. These interactions can occur in a varietyof social communities -- social networks, online forums, blogs and micro-blogs, videosites, niche communities, etc. Social Advocacy Modeling overlays existing customer and prospectdatabases with social profile data and segment them into various audiences rangingfrom super advocates to brand terrorists.