From One to a Million: Managing Social Media at Scale
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From One to a Million: Managing Social Media at Scale Dave Fleet – Senior Vice President, Digital, Edelman #SocialScale
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What if you had to re-examine your assumptions around social media? What if, instead of thinking about conversations in ones and twos, you had to think about them in thousands and tens of thousands? What if you had to manage dozens or hundreds of properties, and millions of fans? What would change? This presentation looks at four challenging areas for companies engaging in social media at large scale - structure, community management, content and measurement - and offers tips on how to approach each of these at scale.
Transcript of From One to a Million: Managing Social Media at Scale
From One to a Million: Managing Social Media at Scale Dave Fleet – Senior Vice President, Digital, Edelman
#SocialScale
#SocialScale
What if…
…this...
...became this...
...became this...
...became this?
What if this...
...became this?
What if this...
Became this?
10,000
What if...
@replies/week
30,000
What if...
Facebook comments/week
Everything Changes. We’re not just blogging in the basement any more.
1. Structure for scale
2. Managing large communities
3. Content planning at scale
4. Measurement for insights
Structure Building a foundation for scale
Challenges STR
UC
TU
RE
Source: Altimeter Group, 2013
• Centralize vs Decentralize
• Corporate vs Business Unit
• Consistency vs Variation
• Specialized Software vs Large suites
• Enterprise Deployment vs Organic Growth
• Individual Disruptors vs Established Program
Managers
1. Core Team
STR
UC
TU
RE
2. Core/Local Hybrid STR
UC
TU
RE
3. Core/Regional/Local Hybrid STR
UC
TU
RE
Factors in the decision
• Objectives
• Business Structure
• Scale of Operations
• Business Culture
• Resources
STR
UC
TU
RE
Community Management From 1:1 to 1:1,000,000
Challenges CO
MM
UN
ITY
• Scaling 1:1 interactions
• Maintaining a focus on relationships
• Avoiding becoming a social media call centre
• Filtering the signal from the noise
“The Norms” CO
MM
UN
ITY
1. Moderate to deal with trolls CO
MM
UN
ITY
2. Embrace proactiveness
• Help people before they need help
• Win the search battle
• Dive into your analytics and identify new needs
to solve
CO
MM
UN
ITY
3. Recognize you can’t talk to everyone
Source: David Armano, Edelman 2011, edelmandigital.com
CO
MM
UN
ITY
4. Respond publicly when possible
• The Internet doesn’t forget
• Others see you responding
• Help others with the same issue
• REMEMBER: There are exceptions
CO
MM
UN
ITY
5. Help customers to help customers CO
MM
UN
ITY
CO
MM
UN
ITY
You
Advocates
Customers
Target Audience
Public
6. Build an army of advocates
6. Know your customer CO
MM
UN
ITY
Platforms
Behaviours
Technology
Demographics
Content Strategy Shiny!!!
Source: Timo Elliott
CO
NTE
NT
Challenges
1. Know your objectives CO
NTE
NT
Objectives: A quick refresher
Business
Objectives
Social Media
Goals
Program
Objectives
Strategy
Tactics
CO
NTE
NT
Source: Dave Fleet Edelman 2012, edelman.ca
2. Know your channels CO
NTE
NT
1. Demographics
2. Psychographics
3. Reactions
4. Global differences
3. Execute with rigor
• Optimize volume
• Balance business outcomes with engagement
• Determine the format mix
Measurement The eternal (?) challenge
Measurement IS a challenge for many ME
AS
UR
EM
EN
T
1. Focus on the right things ME
AS
UR
EM
EN
T
2. Connect metrics with objectives
Business Objective Key Performance
Indicator (KPI)
Foster Dialog Conversation Reach
Share of Voice
Promote Advocacy Active Advocates
Advocate Influence
Facilitate Support Resolution Rate
Resolution Time
Spur Innovation Topic Trends
Idea Impact
ME
AS
UR
EM
EN
T
3. Know what the numbers mean ME
AS
UR
EM
EN
T
“Right now you may only reach 16% of your fans each week.”
4. Generate and drive insights
ABANDONMENT VALLEY MANAGED COMMUNITY
BUILDS ON
EXISTING
COMMUNITY
EQUITY
CONSUMER CONVERSATIONS
ACTIVE
CAMPAIGN
SPIKE
ACTIVE
CAMPAIGN
SPIKE
ME
AS
UR
EM
EN
T
5. Full-program measurement
Strategy Planning Execution Assessment
Measurable objectives
Insight-fueled plans
Course correction Results
measurement
Business Objectives
ME
AS
UR
EM
EN
T
Source: Dave Fleet Edelman 2012, edelman.ca
Questions? Dave Fleet, SVP, Edelman
Edelman.ca
Dave.Fleet [at] edelman.com | Edelman.ca
