tsc12 - thijs sprangers - krem
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The Social CompanyOntdek de kracht van het sociale web
The Social Hub
5 P model for organising your social operation
Amsterdam February 9th 2012
Dell Social Media Listening Command CenterLaunched Dec 2010 (source: Mashable)
Gatorade Social Mission Control CenterLaunched Jul 2010 (source: Digital Buzz)
NVIDIA Social Media Command Center Launched Nov 2011 (source: NVIDIA)
What did you think when you first saw this?
I WANT THIS TOO!
Why?
What is the social hub?
Metaphore for control over the outside world, a base for decision making
Metaphore for overview, providing the feeling of risk reduction in a dangerous mission.
What is the social hub?
The room where it all happens
The social media team
A center for experience and knowledge sharing
Front door for contact with the world outside
Hardware and software
Hub & Spoke model
“A cross-functional team, in a centralized position that helps various nodes such as business units”
The 5p model for organising your social
operation
Proces
People
PositionProgram
Platform The
Social Hub
Strategy
Strategy first!
• 5 p model assumes a strategy is defined
• Social strategy means defining:– People Who are you targeting?– Objectives What do you want to accomplish?– Strategy How will you do that?
• 5 p model assumes a company past experimental stage
Proces
People
PositionProgram
PlatformThe
Social Hub
Education Access
Roles Hierarchy
People
Roles
Bron: Survey of Corporate Social Strategists, Altimeter Group, November 2010
RolesRole Tasks and responsibilities
BU responsibility, contact person for the project phase. Operational responsibility (provisional sub task)
Actively manages central web care and informs business units.
Supports label managers, supervises cooperation. Supervises implementation and strategy updates.
› Social media manager (business unit level)
› Web care agents
› Social media manager (central)
› Social media analyst Gathers data, reports and shares trends and insights. Central role in monitoring and reporting.
› Programme manager
› Project managers & experts
› Social Media Board
Ultimate responsibility for timing and quality of project results. Overall project coordination.
Responsible for project performance, knowledge transfer and project results.
Decision making, verifies project results. Supervises cooperation between BU’s, corpcom and recruitment
After
pro
ject
ph
ase
Dur
ing
proj
ect
phas
e
Source: KREM The Social Company
Organisation
Board
Corporate Strategy
Corporate Finance ICT Recruitment Corporate
Communications
Social Hub
Business units
Source: KREM The Social Company
Hierarchy
• Being part of the social hub is an exciting and inspirational job
• But also a vulnerable and demanding job• Who is responsible for the team?• The team needs a sponsor that can protect
them and create conditions to help it get result
• Unsponsored teams tend to float … and can eventually sink
Source: KREM The Social Company
Education
• Training the team– Tooling– Engagement– Product knowledge– Safety– Crisis– Code of engagement
• Training the company– Basics of social– Code of conduct – Inspiration sessions– Best practice sharing– Learning center
What’s in a name
• “Code of conduct”
• “Social media policy”
• “Social media guidelines”
Source : Department of Justice, Victoria , Australia
Ecosystem Tooling
Outposts Community
Platform
Process
People
PositionProgramme
PlatformThe
Social Hub
Ecosystem
Source: Telligent
Ecosystem
Source: KREM The Social Company
Managed outposts
Community
Landscape of monitoring tools
Source: KREM The Social Company
Radian 6
MonitoringEngagement Twitter/FacebookWorkflow
Wildfire
• Full shot
Campaign management Reporting“CMS” Facebook page
Branding Organisation
Culture Location
Position
Process
People
PositionProgramme
PlatformThe
Social Hub
Branding
Source: http://www.flickr.com/photos/marketingfacts
Culture
Source: Vodafone
Organisation
Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010
Scalable organisation
Beginner/Experimental
Formalized/Intermediate
Mature/Advanced
Average Total Budget $66.000 $1.002.000 $1.364.000
Average Team Size
3,1 8,2 20,8
Organizational Model
Centralized
37%
Hub & Spoke
49%
Hub and Spoke
44%
Source : Survey of Corporate Social Strategists, Altimeter Group, November 2010
Organisation
Social Media
Board (mixed)
Stakeholders
Operation
Policy
Alignment
Content Planning
Online events Offline events
Program
Proces
People
PositionProgram
PlatformThe
Social Hub
Now Q1 2012 Q4 2012FOUNDATION TACTIC INTEGRATED
Q4 2014> SOCIAL
Programme: :
Platform
Positioning:
test
People:
Positioning:
Proces:
Programme:
Platform:
Positioning:
Programme:
Platform:
Positioning:
test test test
Planning
Business as usualBusiness development
People: social media manager
Proces:
Proces:
Proces: People: + social buiness analist
People: + webcare + social marketeer Programme:
Platform:
Source: KREM The Social Company
Contentplan
Online event
Offline event
Workflow Monitoring
Reporting Social CRM
Proces
Proces
People
PositionProgram
PlatformThe
Social Hub
Workflow engagement
Source : David Arrmano (Edelman)
IMPACT
ACTION
ENGAGEMENT
INFLUENCE
REACH
Social Impact Model
REACH
“I’m listening
to you…”
Social Impact Model
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFLUENCE
“I’m talking
about you…”
Share of
Conversation,
Top influencers,
Sentiment analysis,
Share of Voice,
Net Promoter Score,
Advocates, …
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFLUENCE
“I’m talking
about you…”
Share of
Conversation,
Top influencers,
Sentiment analysis,
Share of Voice,
Net Promoter Score,
Advocates, …
ENGAGEMENT
“I’m talking
with you…”
Shares, Likes,
Comments,
Conversations, Time
on Site, Pages/Visit,
Check-in, Replies,
@mentions, DM’s,
RT ’s, …
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFLUENCE
“I’m talking
about you…”
Share of
Conversation,
Top influencers,
Sentiment analysis,
Share of Voice,
Net Promoter Score,
Advocates, …
ENGAGEMENT
“I’m talking
with you…”
Shares, Likes,
Comments,
Conversations, Time
on Site, Pages/Visit,
Check-in, Replies,
@mentions, DM’s,
RT ’s, …
ACTION
“I’m doing
something for
you…”
Net new followers,
Net new customers,
Leads, Orders,
Downloads,
Newsletter
subscriptions, Ideas
generated, …
REACH
“I’m listening
to you…”
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
Social Impact Model
INFLUENCE
“I’m talking
about you…”
Share of
Conversation,
Top influencers,
Sentiment analysis,
Share of Voice,
Net Promoter Score,
Advocates, …
ENGAGEMENT
“I’m talking
with you…”
Shares, Likes,
Comments,
Conversations, Time
on Site, Pages/Visit,
Check-in, Replies,
@mentions, DM’s,
RT ’s, …
ACTION
“I’m doing
something for
you…”
Net new followers,
Net new customers,
Leads, Orders,
Downloads,
Newsletter
subscriptions, Ideas
generated, …
IMPACT
“I’m adding value
to your
business…”
Cost-savings,
Insights,
Revenue,
Brand Value,
ROI, …
Social Impact Model
“I’m listening
to you…”
“I’m talking
about you…”
“I’m talking
with you…”
“I’m doing
something for
you…”
“I’m adding value
to your
business…”
REACH
Fans, Friends,
Subscriptions,
Followers, Listed,
Visitors, Views, …
INFLUENCE
Share of
Conversation,
Top influencers,
Sentiment analysis,
Share of Voice,
Net Promoter Score,
Advocates, …
ENGAGEMENT
Shares, Likes,
Comments,
Conversations, Time
on Site, Pages/Visit,
Check-in, Replies,
@mentions, DM’s,
RT ’s, …
ACTION
Net new followers,
Net new customers,
Leads, Orders,
Downloads,
Newsletter
subscriptions, Ideas
generated, …
IMPACT
Cost-savings,
Insights,
Revenue,
Brand Value,
ROI, …
Reporting metricsTwitter Facebook Website Linked In YouTube
REACH“I’m listening
to you…"
# tweets # posts # posts # updates # uploads# followers # fans # (unique) visitors # following # channel subscribers# listed # subscribed # visits # page views # video views# 2nd degree reach total reach # visitors # embedded videos
INFLUENCE"I’m talking
about you…"
# @mentions people talk about backlinks # groups share of conversationTop 10 influencers Top 10 influencers search keywords # group reactions likes vs dislikeshashtag cloud hashtag cloud page rank # (ex) employees tone of commentsshare of conversation share of conversation share of conversationshare of voice share of voice top influencers
ENGAGEMENT"I’m talking with you…"
# retweets like time on site # likes # likes / dislikes# @-replies # shares pages / visit # shares # comments# favorited # comments # returning visitors # comments # favorited# conversaties # engaged users in site searches # endorsements
ACTION"I’m doing
something for you…"
# click-throughs # click-throughs # RSVPs (inschrijvingen) # web visits via LinkedIn # web visits via YouTubebehavior on website behavior on website # subsribers newsletter behavior on website behavior on website… … # downloads # contact employees …
# contact/lead forms # promotional clicks… # sollicits
IMPACT"I’m adding
value to your business…"
Avg. order value, Avg. items per order, Avg. time between orders, Customer lifetime value, # cancelled orders, # returned items, # orders per customer, revenue, conversion %, # helpdesk calls, respons-time, # ideas generated, brand value, …
Social CRM - 2015
The ultimate CRM data:
The clients social profiles
Perm
issio
n?
Engagem
ent?
Inlfu
ence
?
Comm
unity
buildin
g?
What if the 5 p’s are not balanced?
Proces
People
PositionProgram
Platform The
Social Hub
Strategy
The 5p model: getting ready for social
business
Is your operation ready?
Questions?
Thijs SprangersPartner KREM020-6811500/06 - 24688439www.twitter.com/thijs_sprangerswww.linkedin.com/sprangersthijs.sprangers@krem.nl
www.twitter.com/kremsocialwww.krem.nl
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