KINSHIP digital Company Overview

Company Overview

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KINSHIP  digital  is  a  social  consultancy  that  specialises  in  understanding,  developing  and  protec:ng  its  clients’  reputa:on,  brands,  businesses  and  people  in  Social  Media.    

CORE  VALUES  REMAIN  THE  SAME  

1.   Commitment: We care deeply about our employees, our customers, our partners and our community. Our word is our commitment and we will always act with integrity and transparency.

2.   Creative Passion: Dedication and devotion are at the heart of every great idea and we value creativity, not just productivity.

3.   Relentless: An unparalleled focus on the success of our customers; always working to co create value. The customer experience is at the centre of everything we do.

4.   Inspiration: Our greatest asset is our exceptional talent with a bias for action. The ability to see solutions no one else sees, to dream of innovations no else conceives, and to create a future no one else can.

 Kinship  places  its  mission  as  "building  successful  social  enterprises"  for  its  clients  and  pledges  to  use  these  values  to  guide  that  mission.    

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Our Values

Our Playground"

OPERA

TIONAL  

EXCE

LLEN

CE  

INTERNAL (employees)

EXTERNAL (customers, partners, media)

THE SOCIAL BUSINESS

SALES/REVENUE CUSTOMER ADVOCACY PRODUCT FEEDBACK

COMMUNITY ENGAGEMENT CUSTOMER/SALES SUPPORT CUSTOMER SATISFACTION

COLLABORATION KNOWLEDGE SHARING SOCIAL ENABLEMENT

PROCESS IMPROVEMENT PRODUCT INNOVATION EMPLOYEE ADVOCACY

SOCIAL  BRA

ND  

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2

4

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The Stakeholder Ecosystem Value Creation Model

Take control. Succeed. Lead. It’s time to ask more of your Social Media.

•  Is your Social strategy actively increasing the value of your business? •  Is it measureable? Predictable? Responsive? •  Do you know exactly what’s working, and what isn’t? •  Do you have a clear view of who’s talking about your business, and what’s

being said? •  Do you have an accurate, comprehensive and up-to-the-minute view of what

your competitors are up to?

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Our Game"Platform, Process, People, Infrastructure

Introduction KINSHIP digital is a social consultancy specialising in understanding, developing and protecting its clients’ reputation, brands, businesses and people in Social Media. We help our clients to: •  Develop a set of proven rules and frameworks for Social success •  Reap measurable, predictable results and significant ROI from their Social activity •  Stay connected to their customers in a way that is both time and budget -efficient •  Gain up-to-the-minute customer insights for increased sales, improved service, faster

product development and more effective marketing •  Listen, understand and act on Social conversations on a large scale •  Harness the power of Social to understand their customers, competitors, and their

market •  Transform their existing operational systems and infrastructure into a differentiated

customer experience

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EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE

CUSTOMER SERVICE ü  Rapid Social

Support Response ü  Seamless Customer

Experience ü  Peer-to-Peer

Crowd-sourced Support

DIGITAL PR & COMMS ü Online Reputation

Management ü Crisis

Management ü  Proactive PR/

Comms

SOCIAL SALES ü  Sales Insights ü Competitive

Intelligence ü  Lead Response

Centre

SOCIAL MARKETING ü  Social Marketing

Insights ü  Rapid Social

Marketing Response

ü  Social Campaign Tracking

ü  Social Event Management

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Services

Social Marketing Are you finding it difficult to gather proper, solid marketing intelligence? Are you still viewing Social as a ‘soft’ marketing channel?

How about campaign tracking? Do you know exactly what ROI your Social efforts are delivering?

We will: •  Gather useful, relevant, real-time market intelligence •  Track returns on online marketing spend •  Interact, generate interest and engagement with potential customers •  Execute, monitor and track your digital campaigns •  Manage your Social events •  Identify influential customers - Find the core group of customers who you

really need to be talking to: allowing you to do more for less •  Get real time market insights for marketing campaigns •  Generate – and maintain - buzz around upcoming events

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Social Sales Kinship’s sales-via-social services delivers in-depth market insights, real-time competitor intelligence and water-tight leads. We will: •  Gain valuable insights into your potential customers

•  Accumulate important intelligence about your competition

•  Bring in leads that are ready to buy

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81%  of  consumers  using  social  media  say  it's  important  for  businesses  to  respond  to  ques9ons  and  complaints  and  within  

a  reasonable  amount  of  9me.  

•  Most social customers don’t think of themselves as social customers •  Their behavior is dynamic •  Conversations sprout everywhere – Twitter, Instagram, Pinterest,

Facebook •  Social Customers are influential regardless of how many friends, fans

and followers they have

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Social Customer Service The web is widely used as a forum for people to discuss, interact with and comment on products and brands. Customer service is about listening and responding to customers in a timely and appropriate manner. Online customer service inquiries can often be seen by hundreds of thousands of people, which means that an ill-considered response (or none at all) will have a huge impact – both positive and negative – on your brand. We will: •  Look after your customers via cost-effective, ‘real’ and appropriate channels •  Showcase your best-in-class service to potential customers. •  Improve customer satisfaction •  Increase referrals •  Reduce costs (on many levels) •  Boost brand perception

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Digital Communications and PR There used to be a clear distinction between marketing and public relations. The line is now blurred by the impact of the web – leading to a 24/7 news cycle that is immediate and viral – and sometimes hard to keep up with. It’s all too easy for a small spark to turn into a full-blown forest fire. We will: •  Track your brand sentiment 24/7, meaning no surprises •  Understand – in real time – what is being said about your brand, people,

executives and products or services and be able to respond appropriately •  Identify real-time threats and opportunities •  Identify which channels are the most appropriate for action •  Benefit from measurable, replicable and customised frameworks to manage

your public relations and online brand reputation •  Successfully identify the appropriate channels and influencers for Social PR

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Our Methods…"

EVALUATERESEARCH SOCIAL

LANDSCAPE

ESTABLISHA STRATEGY & TEAM

EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE

LISTEN • Identify listening and CRM software • Establish a social media listening center

• Determine internal & external topics

PLAN • Create plan for employee and partner training • Process and collaboration design

• Crisis coms and customers support escalation tree

ENGAGE • Launch programs, events and campaigns • Manage internal collaboration and communication projects

• Expand teams and channels globally

• Define strategy (goals, actions, KPIs)

• Identify the right teams, stakeholders and emp

• Establish roles & responsibilities • Achieve buy-in from senior leadership

• Establish Social Architecture & a measurement framework

• Conversation and sentiment analysis

• Surveys, polls and stakeholder interviews

• Data mining from social channels • Intelligence gathering Market

& Competitor)

• Social Architecture Review

• Identify Business Use Cases and Benchmarking

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Engagement Process

EVALUATERESEARCH SOCIAL

LANDSCAPE

ESTABLISHA STRATEGY & TEAM

EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE

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Engagement Models and Frameworks

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LISTEN

PLAN

ENGAGE

A  Command  Center  is  a  physical  space  where  Governments  and  Companies  coordinate  to  listen  and  engage  their  

ci:zens  or  market  in  social  channels  to  achieve  business  use  cases  in  marke:ng  engagement,  customer  care,  risk  management  [crisis  management  /  ORM],  or  opera:onal  efficiency  of  coordina:on  and  contact  center  deflec:on.  

Jeremiah  Owyang  Al:miter  Group  @jowyang  

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24x7 Social Command Center

Kinship Digital Partnerships

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Kinship Digital Clients

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Appendix"Additional information

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EVALUATERESEARCH SOCIAL

LANDSCAPE!

Four Quadrant Assessment Model A model to efficiently assess a market or customer base from a social point of view. The first strategic step in a social media COE is to create an assessment, learning where (on what platforms) a respective ecosystem is engaged. iGo2 four quadrant assessment methodology includes the following groups:

- Customer mapping and field assessment- Brand analysis- Partner and alliance analysis- Competition analysis

The evidence based assessment identifies where people are in the social web, sentiment analysis, key interests and reflections. Only once a team is clear about what’s on top of the customer’s mind, it is able to adequately respond.

The NCP Model The NCP model is a foundation methodology to social media engagement: Network – Contribution – Participation

- Network provides the reach- Contribution is the active engagement and content contribution over such networks- Participation is the positive or negative reflection of the contribution and the actual conversation.

Conversation is the currency in social media. Once the NCP model is implemented in a company’s market engagement strategy, it provides a self adjusting mechanism to all social initiatives.

Evaluate the Social Landscape

Establish Social Strategy ESTABLISH A STRATEGY & TEAM!

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Strategy Hexagon The KINSHIP digital Strategy Framework for Center of Excellence. Unlike the traditional top down corporate strategies, the social strategy framework KINSHIP digital leverages integrates key constituencies of a market into the strategy development. The strategy is based on six (hexagon) core elements:

- Goal & Mission- Benefits- Actions- Presence - Resources- Reporting

The strategy is based on a evidence based research assessment (see Four Quadrant Assessment Model) and geared towards a cross functional social market engagement.

Establish Social Team ESTABLISH A STRATEGY & TEAM!

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Cross Functional Engagement Framework Social Media is primarily a state of mind – not a campaignThe cross functional social media engagement framework provides the basis for a company wide social business engagement. It helps structure the social media leverage within a company so that the teams in sales, marketing, service & support, product management, HR, procurement and all other market facing departments are able to work in a concerted manner in the interest of the brand to the benefit of the customer. The SMS Team model is based on the establishment of a Social Media Centre of excellence.

Decentralized Centralized Hub and Spoke Multiple Holistic

*Organization structure models from Altimeter Group

Examples of Organizational Structures

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EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE!

Social  Presence  Model   Social  Media  Planning  Model   Advocacy  Model   Social  media  ROI  calcula9on  method  

The  Social  Presence  Model  aids  brands  and  their  teams  to  create  a  sustainable  and  trusYul  presence  in  the  social  web.  Listening  ensures  business  teams  are  where  their  customers  are.    

The  Social  Media  Planning  model  we  developed  is  a  way  to  build  social  media  ini:a:ves  that  bridge  the  oxymoron  between  crea:ng  highly  crea:ve  and  unique  ini:a:ves  while  remaining  to  be  structured  in  a  way  that  even  a  global  team  can  use  and  adopt  it,  manage  it  and  ensure  its  alignment  with  a  strategy.    

Crea:ng  posi:ve  sen:ments  and  an  increasing  level  of  conversa:ons  as  well  as  recommenda:ons,  is  the  ul:mate  KPI  (Key  Performance  Indicator)  for  a  social  business  engagement.  Effec:vely  covering  paid,  owned  and  earned  ini:a:ves.  

The  KINSHIP  digital  ROI  model  is  a  true  financial  ROI.  The  ROI  model  takes  incremental  revenue  from  social  engagement  based  interac:on  rela:ve  to  the  cost  of  those  interac:ons.    

Execute

Listen   Plan   Engage  

Community Management Marketing

Customer Service Communications

Events Campaigns Advocacy

Crisis

SOCIAL BRAND (External)

SOCIAL BUSINESS(Internal)

RESULTS

Training Process

Collaboration Organization Models

Research & Development Policies & Guidelines Knowledge Sharing

Culture

Programs  

Infrastructure  

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Understanding The Social Brand VersusSocial Business

Social Maturity Journey

1. From reporting to curating and embedding

2. From analysis and synthesis to structuring and mining

3. From data gathering to engaging and tracking

4. From identifying data to mapping people and conversation

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WHY!SOCIAL SERVICES!

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