Social media center of excellence

Social Media Center of Excellence

Presented to: Social Media Advisory Council, September 2012 Presented by: Kim Snedaker, ACP Social Media Strategist

In 2012, built foundational

infrastructure for social

business.

Altimeter

Since the beginning of 2012 we have worked to create a unified set of:

What has the Center of Excellence (CoE) done?

Social Media Policies Training and Education

Programs Social Media Response

Processes (Triage)

Social Strategy Measurement

Requirements and Accountability

Vendor Selection and Training

Social Media Readiness Score increased by nearly 2 points in only 8 months (Jan – Aug, 2012)

June 2011 August 2012

Social Readiness rescore shows program maturity compared to other companies

Source: 12 initial SRR scores and two rescores; average initial score is 2.56.

Most companies are regulated and tech.

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0.5

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1.5

2

2.5

3

3.5

4

4.5

0 1 2 3 4 5 6 7 8 9 10 11 12 13

SRR

sco

re

Duration of program (in years)

Score

Rescore

0.5 0.5 1 1 1 1 1 1 1.5 2 3.5 5

Aug 2012: 3.65

June 2011: 1.78

Value of increased SRR to Clubs/IE • Club/IE Associates have/will received Club social media policy

– An educated employee presents less risk to the Club/IE for creating a social media crisis

• Club/IE Associates will be required to take Social Media Education compliance course; some in

2012; others in 2013

• 4 domain experts working on the Club/IE social programs

– Kim Snedaker, Social Media Strategist

– Leonard Rhone, Community Manager

– Kati Driscoll, Social Media Analyst

– Club/NCNU IE Community Lead

• We provide Club/IE social programs with Social Strategy, Content Strategy, Analytics & Reporting

and Club/IE-specific promotional and campaign needs

• Increased Social Reach & Engagement

• Social Amplification of your other marketing campaigns

• Long-Term

– Creating awareness of everyday value

– Developing relationships and building engagement for sales and marketing opportunities

Reach

Engagement

GOAL : Increase Reach & Engagement from 7/1/2012 - 12/31/2012 How do we define Reach? = Followers + Followers of those who RT & Mention

= Unique people who have seen any content associated with the Page

How do we define Engagement?

= (RTs + Mentions + Clicks) / Total Followers = (Daily Engaged Users) / Total Fans

SOCIAL MEDIA PERFORMANCE REPORT: Overall Program

ENGAGEMENT • Facebook: On track to Exceed Target Goal

• Twitter: Average Engagement Rate of 19%

required to meet Threshold Goal

REACH • Facebook: Exceeding Target Goal • Twitter: 31% to Threshold Goal

Jan Feb Mar Apr May Jun July

Facebook 2% 5% 1% 3% 3% 2% 19%

Twitter 15% 12% 13% 6% 14% 10% 13%

Social Media: Engagement

Jan Feb Mar Apr May Jun July

Facebook 34,773 53,603 33,433 51,719 101,991 102,169 1,967,044

Twitter 88,440 88,465 82,473 88,206 2,256,787 1,593,846 886,989

Social Media: Reach

AUG 2012

Social Media Policies & Education Curriculum

WE WILL CONTINUE TO USE SOCIAL MEDIA TO LISTEN

60% of people like brands to Interact with other customers & share experiences

Social Media Monitoring (moving beyond reactive to pro-active) • Spredfast and Scoutlabs tools • Find Advocate conversations and invite them to join our hosted social pages • Find Detractors and join those external conversations to correct any false information or perceptions

WE WILL CONTINUE TO USE SOCIAL MEDIA TO HAVE A DIALOG

Social Media lives at the very beginning of the sales funnel, like your Brand & PR campaigns. Social Media Objectives are to: Create awareness, answer questions,

motivate interest and trial Then drive leads further down the sales

funnel – through your Online Community Finally ending on your website for

transactions

Social Media should be measured as ROE: RETURN ON ENGAGEMENT

We will, however, increase our use of Campaign Tracking Codes to: • Ensure that social content for sales/promotions can be tracked

WE WILL CONTINUE TO USE SOCIAL MEDIA TO MOTIVATE ADVOCACY

67% of consumer purchase decisions primarily influenced by word of mouth

Tagged in post = word of mouth

Sharing experiences with community

WE WILL CONTINUE TO USE SOCIAL MEDIA TO PROVIDE SUPPORT

50% of people like a brand to find service and support

WE WILL USE SOCIAL MEDIA TO ENCOURAGE INNOVATION

47% of people like brands to share ideas for new products and features

“I LOVE your TripTik...love that I can plan my trip then download it to my iPod... now if only it would go right into my Garmin Nuvi.”

“I am trying to renew my membership by phone and your website makes it virtually impossible. is it that hard to put a phone number somewhere?”

“The error is when you are in safari or Firefox and try to lookup an airport on the car rental area. it throws a geo string error”

Customer insights such as this are gathered organically on our social pages: • The Lead team shares these insights back with Product Management

Content Strategy

Calendar accounts for Twitter, Facebook, Email, Text Alerts, Community and Events

Weekly Calendar

SOCIAL – LOCAL - MOBILE

SO-LO-MO

Paid Promotion Campaigns on Facebook & Twitter

Align Social Content with Business Plans

Social Media Center of Excellence 2013-2015 Roadmap

2011 2012 2013 2014 2015

Altimeter

Executive Summary

In 2013, Focus on demonstrating

business value, become a proactive leader for

the enterprise, and focus on long-term strategy

aligned with overall corporate goals.

Does liking a brand drive loyalty?

54% of Facebook users who “liked” the page of a brand or company that sell a product or service said they were somewhat or much more likely to purchase from that brand.

SOCIAL IMPACTS THE BOTTOM LINE

90 Times per week the average person mentions a brand to family and friends

90% Consumers trust recommendations from someone they know; 70% trust a total stranger

74% Consumers who bought a competing product after hearing a negative recommendation

53% People on Twitter recommend brands in their Tweets with 48% making purchases

“I wish they would start reading these boards.... It might occur to them that the failure of their agents to have a CLUE is

driving some of us away from them for ALL travel.... I figure if they can't do Disney

where they have a relationship and a LOT of travel bookings, I would be TERRIFIED to

give them something complicated!”

Epsilon Social Media Beyond Likes & Follows

Building Business Value

Travel Where in the World- Alaska featured on

Wednesday Cruise sale email sent out next day First banner image on Travel landing page

Roadside Featuring a service we offer in

trivia context

Car Care Guess the location of the new CCIT

Membership - Positive Brand Sentiment

FACEBOOK: Sentiment

Twitter >> Reach

Advocacy

Car Care

Discounts 0%

Membership

Insurance

Roadside

Travel

Positive Sentiment Negative Sentiment

Roadside

Travel

Discounts

Membership

Travel

Neutral Sentiment

Advocacy

Car Care

Discounts 14%

Membership

Insurance

Roadside

Travel

Share of Conversation

ANALYTICS: The Road Ahead

Working with technology partners to track & analyze: • Social Media response rates • Sentiment (across all channels) • Share of Conversation (across all channels)

Content Marketing Builds Stronger Brands

Awareness

Trust

Purchase Intent

Word-of-mouth

Customer Engagement

Lower Acquisition Costs

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Amplify: Slice ‘n’ Dice For Greater Impact

Speech

PowerPoint Deck on

Slideshare

Video Speech on YouTube

Transcribe for Blog

Post

Extract Charts and

Infographics

Turn Into a Whitepaper,

eBook or Column

Create a Webinar

or Training

Altimeter

Conduct a Content Audit to Assess Assets

Page/Sub-

Section

Page Name

Type of Content

Source of Content

Owner/Approver/Pub

lisher

What’s It About?

Support User/Business Goals?

Findable & Used?

Analytics

Clean, Professional,

Logically Organized?

Keyword/Metadata/

SEO

1.1 Home xxxxxx xxxxxxx xxxxxx

xxxxxx

xxxxxx

xxxxxx

xxxxxx

xxxxxx

1.2 Widget Page

xxxxxxx xxxxxxx xxxxxx

xxxxxx

xxxxxx

xxxxxx

xxxxxx

xxxxxx

1.3 About Acme Corp

xxxxxx xxxxxx xxxxxx

xxxxxx

xxxxxx

xxxxxx

xxxxxx

xxxxxx

Altimeter

How Successful Brands Deploy Converged Media

Altimeter

Creating branded ‘surround sound’: how media types influence and enable each other

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PAID

OWNED

EARNED Drives volume

Instructs where to amplify

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Corporate Roadmap

Develop and socialize the long-term (3-year) corporate road-map:

Advance beyond social business readiness and align social business strategy with overall corporate strategy

Altimeter

Policies/Fire Drills

Further protect the enterprise by updating key social media policies/processes:

Community Policy and Privacy Policy

• Formalize and standardize policies across social channels and sites

Social Media Crises Drills

• Quarterly fire drills to practice response for worst-case scenarios

Altimeter

Research

Develop rigor in research to make data-driven

business decisions:

Customer Hot Topics and Competitive

Analysis:

• Use this data to lead conversations rather than wait for

clubs to come to the Hub

• Aggregate research and provide a dashboard for entire

company for overall vision. This drives conversation at

the highest level of the organization.

Altimeter

Social Media Education

Now that Associates have a formalized education program, focus on:

Associates (Green Belt): Provide ongoing education starting in 2013

SMPs (Black Belt): Formalize curriculum and ongoing training schedule, and/or partner with agencies

Business Units: Provide BUs with an ongoing curriculum for greater consistency within clubs

Altimeter

Stakeholders

Actively involve business stakeholders in the strategy and deployment of social efforts:

Formalize relationships – meet on a regular basis for consensus and buy-in

Altimeter

Customer Advocates

Formalize relationships with customer advocates with ongoing program:

Have already begun this process – by identifying influencers on a weekly basis

In 2013, build a formalized advocacy program

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System Integration

Lead coordination of social integration processes into existing Marketing, Support, and Product Innovation systems (MRM, Member Experience, etc.)

Caveat: There is no “silver bullet” solution – processes will remain a patchwork of manual and automated in mid-term

Initiate discussions to:

• Understand existing processes, challenges – and additional requirements

• Identify goals, gaps and develop a coordinated strategy across clubs

• Long term? Aggregate data to get a holistic view of customer

Altimeter

Questions

Social media center of excellence

Documents

Transcript of Social media center of excellence