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  • Copyright purple spinnaker Ltd. 2014

    PURPLE SPINNAKER SOCIAL BUSINESS

    FRAMEWORKS

  • Copyright purple spinnaker Ltd. 2014

    CONVERSATION STRATEGY

  • Copyright purple spinnaker Ltd. 2014

    conversations identify common interests common interests are the foundation of communities communities develop a sense of purpose a sense of purpose is a catalyst for change change creates and delivers growth

    From conversations to communities with purpose

  • Copyright purple spinnaker Ltd. 2014

    What do we Create + Build

    How do we Inform + Sell To

    How do we Service + Support

    Products

    Buyers

    Customers

    conversations identify common interests

    Companies

    What should I buy?

    Who sells it?

    Who provides aftersales care?

    Customers

    companies have 3 primary conversation topics they discuss internally customers have 3 topics they are interested in relation to a company

    4

  • Copyright purple spinnaker Ltd. 2014

    Client Social Conversation Matrix Copyright Purple Spinnaker Ltd 2013

    The Social Conversation Matrix maps the primary social channels used by Client India employees and their customers for marketing efforts and customer issue and complaint resolution.

  • Copyright purple spinnaker Ltd. 2014

    Media Co - Employee & Customer Conversation Matrix

    There are a diverse range of conversations taking place online about Media Co, across a wide range of channels and platforms. These conversations are on a range of topics from products, to service to content and involve customers, employees and non-customers.

    Brand, Content & TV Experience

    Customer Experience

    Product

    Independent Public Social Communities

    Media Co Managed Public Social Channels

    Internal Intranet

    Media Co Websites

    Brand, Content & TV Experience No presence

    Independent Public Social Channels

    Emp To Cust Cust To Cus Customer To Customer, Employee to Customer Employee To Employee Customer To Customer, Employees Listen

    Non-Media Co Channels Facilitating Media Co Conversations

    Media Co Owned and Managed Public Social Channels Facilitating Media Co Conversations

    Internal Media Co Communities

    Private Communities

    Platform Insight Tools

    Real Time Social Media Monitoring and Historical Social Data Insight Tools

    Beta Trials

    VOICE

    LOUNGELAB

    Employee Only Independent Customer Led, facilitated

    and managed conversations Employee Led

    Copyright Purple Spinnaker Ltd 2013

    Customer Conversations guided, facilitated and managed by employees

    Help Forum with product conversations

  • Copyright purple spinnaker Ltd. 2014

    Social Conversation Sphere The social conversation sphere provides a model to identify different layers of social conversations which can be used when developing a social insight strategy for different teams within an organisation.

  • Copyright purple spinnaker Ltd. 2014

    Media Co Social Customer Conversation Sphere

    Based on Purple Spinnaker - Social Conversation Sphere

    Billions Of Online CONVERSATIONS

    All Media Co related Online Conversations

    Media Co Help & IPTV Website Communities

    296k members

    Product Development Private Online

    Hosted Community 300 engaged socially active

    members

    Media Co Ecosystem FB, Twitter, Youtube...

    Facebook Likes Media Co 285k Media Cosports 2.37m Media CoFantasyFootball 64.6k Media CoNews 408k Media CoMoviesHD 35.6k

    Set Top Box Beta Private Forums

    50-300 members

    MR online panel 7k members

    Twitter Followers

    Media CoTV BB & Talk Media CoHD 36k Media Cosports 1.79m Media CosportsCL 46.6k Media CoNews 990k Media CoMoviesHD 44.4k Media CoHelpTeam 37.2k

    You Tube Subs Views Media Cosports 18,818 3.7m Media CoFantasyFootball 404 295k Media CoNews 31.3k 71.5m Media CoMovies 2,133 3.5m Media Co One HD 11,039 14.1m

    34.6 million online conversations in the UK between 1st March 2012 and Jan31st 2013.

    1.2 million online conversations relevant to Media Co in the UK between 1st March 2012 and Jan31st 2013.

    Media Co Store Private Forums

    50-7000 members

    Generic conversations across all subjects & all consumer groups.

    All conversations associated to Media Co, stakeholders and products, across ALL social channels.

    All conversations which take place on any social channels owned or managed by Media Co, across public social channels.

    All conversations which take place on any public social channel hosted and managed by Media Co, on their own domains.

    Private product conversations taking place on communities owned and managed by Media Co, where clients are under a NDA. Conversations are on-going and managed by a permanent internal team.

    Private online customer panel for market and product research tactical projects, outsourced to 3rd party agency.

  • Copyright purple spinnaker Ltd. 2014

    PRODUCT DEVELOPMENT

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    Customer Centric Product Development The customer centric product development model provides a framework for product development teams to integrate their customers throughout the product development lifecycle, from conception to beta trials to product launch, through an always on customer community.

  • Copyright purple spinnaker Ltd. 2014

    CUSTOMER LOYALTY

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    Social conversation and Loyalty Model The social conversation and loyalty model provides a framework for mapping your current loyalty programs and initiatives to a model which encompasses online and social activities.

  • Copyright purple spinnaker Ltd. 2014

    Purple Spinnaker - customer loyalty & social loyalty initiatives framework The customer loyalty & social initiatives framework maps the different types of loyalty programs and buyer behaviour to the different types of social customer loyalty.

  • Copyright purple spinnaker Ltd. 2014

    SOCIAL MEDIA CUSTOMER SERVICE

  • Copyright purple spinnaker Ltd. 2014

    Develop a Social Business Context Model

    Social Media HUB Team

    Listen Prioritise Action Resolve Respond

    Support Community

    Engagement Community

    Public

    Private Market

    Research

    On-Domain Communities

    Product Development

    Support Community

    Engagement Community

    Public

    Off-Domain Communities

    PR & Reputation

    Marketing Campaigns

    Customer Experience

    Product Development

    Customer Support

    Central to a successful social media business is a social media hub team whose role it is to be the focal point for all social media listening, prioritising, resolving, responding and managing social activities by both employees and customers alike.

    The Social Media Hub provides the guidelines, house rules and internal training to ensure employees have the right understanding and skills to be effective in their use of social media.

  • Copyright purple spinnaker Ltd. 2014

    Identify Core Components of TELCO BRAND Social Customer Service

    Central Contact Centre workflows & analytics

    Social Channels/Mobile/Email On-Domain Communities Customer Service/ Brand Engagement

    API integration to: - Business systems - Social Channels - Workflow

    Social Media Command Centre

    There are 5 primary components of a social media operational model which enables an organisation to listen, respond and measure an organisations interactions with their social customers.

  • Copyright purple spinnaker Ltd. 2014

    BEST PRACTICE MAPPING

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    Social Media Maturity Roadmap

    Ad Hoc No management No budget No structure No resources Experimental

    Engaged Executive Awareness Managed Engagement Pilot Projects Part time Resources

    Structured Dedicated Budget Mgmnt Responsibility Formal Projects High-level formal roles

    Managed Active Exec Sponsorship Daily Management Program Office Professional Staff Well defined roles & responsibilities Requirements Driven

    Optimised Strategic Exec Focus Significant budget Multi-channel initiatives Social Media Centre of Excellence Guided by Business Intelligence

  • Copyright purple spinnaker Ltd. 2014

    Engaged to Optimised Engaged Structured Managed Optimised

    Executive Awareness Managed Engagement Pilot Projects Part time Resources

    Dedicated Budget Mgmt. Responsibility Formal Projects High-level formal roles

    Active Exec Sponsorship Daily Management Program Office Professional Staff Defined roles & responsibilities Requirements Driven

    Strategic Exec Focus Significant budget Multi-channel initiatives SM Centre of Excellence Guided by Bus Intelligence

    Operational Ad hoc part time team Small team of dedicated resource with key tools and external specialist partners

    Development of internal team skills and responsibilities. Additional support layers and involve more internal teams.

    Established multidiscipline team, with integration to other teams across the organisation. Established business KPIs

    Listen Ad Hoc listening & monitoring channels and mentions

    Develop initial benchmarks for key social listening measures to be defined with customer

    Map changes to initial benchmarks, refine and adapt based

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