THE !IM"POSSIBLE ROLE OF YOUR SOCIAL MEDIA MANAGER

How To Sta! for Social Media Success

Do you know this guy?

His job exists, but its ability to succeed does not.

$55,000$45,000-

Median pay for a Social Media Manager

Brands struggle with monitoring and measurements

said it’s due to lack of time

65%blamed lack of sta"ng

63%

78%of brands don’t plan to hire internally in

2013 for social media

Here’s why:

65%of companies use sta# to “do social media” on top of

their other duties.

When an employee works solely on social media, it’s on a team

of 3 or fewer.

57%don’t monitor the

competition

“We should be monitoring the competition but

don’t have the time.”

SOURCE: RAGAN & NASDAQ OMX CORPORATE SOLUTION SURVEY RESULTS, 2013

That role was born from a need... but is that need still the need?

Step back and take a look at your BUSINESS OBJECTIVES

More feedback on products before launch

Reduce customer service operational costs

Increase awareness/stickiness

of brand message

Change brand perception

Allow users to get more information before purchase

And what about the ones you haven’t thought of?

Increase morale within the company

Capitalize on real time events

Better understand the landscape of your

competition

Crisis management

It takes a village.

Introducing the SOCIAL MEDIA FORUM

SOCIAL MEDIA FORUM

StrategyrocessPctionAeviewRnowledgeK

The many skill sets needed for social media success:

SPARK across departmentsMarketing

GoalsTo increase awarenessof branding and marketing message

StrategyVP Marketing / Agency

ProcessCampaign Management, Content creation Voice, and Tone

ActionSM Communications Manager, Designers, Community Manager

Customer Service

GoalsTo reduce call volume to customer service / save costs

StrategyVP Customer Service

ProcessMonitoring tools,CS Schedules, FAQs,Training

ActionMonitoring tools,CS Schedules, FAQs,Training

Public Relations

GoalsTo improve the brand’s image

StrategyVP Marketing / Agency

ProcessSentiment Reports,SM Crisis Plan, Monitoring, Press lists

ActionPR Manager,Community Manager

C-Suite

GoalsTo show investorstremendous enthusiasmfrom consumers

StrategyCMO

ProcessExecutive Reports

ActionSM Communications Manager

HumanResources

GoalsTo connect employeesand improve morale

StrategyVP HR

ProcessMonitoring tools,CS Schedules, FAQs,Training

ActionMonitoring tools,CS Schedules, FAQs,Training

Research & Development

GoalsTo obtain feedback on current and futureproducts

StrategyVP Product Dev.

ProcessMonitoring tools,CS Schedules, FAQs,Training

ActionResearch Manager,Community Manager

Review Analysis can be done by a Business Analyst – looking at the intended goals and the tracking of success against those goals. Analysis can be done by examining back end data, social actions, and surveys.

Knowledge Using the key learnings from our initial e!orts, we will re"ne and perfect our upcoming SPARKs!

Marketing

GoalsTo increase awarenessof branding and marketing message

StrategyVP Marketing / Agency

ProcessCampaign Management, Content creation Voice, and Tone

ActionSM Communications Manager, Designers, Community Manager

Customer Service

GoalsTo reduce call volume to customer service / save costs

StrategyVP Customer Service

ProcessMonitoring tools,CS Schedules, FAQs,Training

ActionMonitoring tools,CS Schedules, FAQs,Training

Public Relations

GoalsTo improve the brand’s image

StrategyVP Marketing / Agency

ProcessSentiment Reports,SM Crisis Plan, Monitoring, Press lists

ActionPR Manager,Community Manager

C-Suite

GoalsTo show investorstremendous enthusiasmfrom consumers

StrategyCMO

ProcessExecutive Reports

ActionSM Communications Manager

HumanResources

GoalsTo connect employeesand improve morale

StrategyVP HR

ProcessMonitoring tools,CS Schedules, FAQs,Training

ActionMonitoring tools,CS Schedules, FAQs,Training

Research & Development

GoalsTo obtain feedback on current and futureproducts

StrategyVP Product Dev.

ProcessMonitoring tools,CS Schedules, FAQs,Training

ActionResearch Manager,Community Manager

Review Analysis can be done by a Business Analyst – looking at the intended goals and the tracking of success against those goals. Analysis can be done by examining back end data, social actions, and surveys.

Knowledge Using the key learnings from our initial e!orts, we will re"ne and perfect our upcoming SPARKs!

And now this poor guy becomes our hero!

But what about the costs?

To agency or not to agency?

Social media never sleeps... but your sta! needs to.

Thank You.

QUESTIONS?

Carrie KerpenCEOLikeable Media240 West 37th Street, 7th FlNew York, NY 10018P (212) 660-2458E carrie@likeable.com