The Social CompanyOntdek de kracht van het sociale web

The Social Hub

5 P model for organising your social operation

Amsterdam February 9th 2012

Dell Social Media Listening Command CenterLaunched Dec 2010 (source: Mashable)

Gatorade Social Mission Control CenterLaunched Jul 2010 (source: Digital Buzz)

NVIDIA Social Media Command Center Launched Nov 2011 (source: NVIDIA)

What did you think when you first saw this?

I WANT THIS TOO!

Why?

What is the social hub?

Metaphore for control over the outside world, a base for decision making

Metaphore for overview, providing the feeling of risk reduction in a dangerous mission.

What is the social hub?

The room where it all happens

The social media team

A center for experience and knowledge sharing

Front door for contact with the world outside

Hardware and software

Hub & Spoke model

“A cross-functional team, in a centralized position that helps various nodes such as business units”

The 5p model for organising your social

operation

Proces

People

PositionProgram

Platform The

Social Hub

Strategy

Strategy first!• 5 p model assumes a strategy is defined

• Social strategy means defining:– People Who are you targeting?– Objectives What do you want to accomplish?– Strategy How will you do that?

• 5 p model assumes a company past experimental stage

Proces

People

PositionProgram

Platform The Social Hub

Education Access

Roles Hierarchy

People

Roles

Bron: Survey of Corporate Social Strategists, Altimeter Group, November 2010

RolesRole Tasks and responsibilities

BU responsibility, contact person for the project phase. Operational responsibility (provisional sub task)

Actively manages central web care and informs business units.

Supports label managers, supervises cooperation. Supervises implementation and strategy updates.

› Social media manager (business unit level)

› Web care agents

› Social media manager (central)

› Social media analyst Gathers data, reports and shares trends and insights. Central role in monitoring and reporting.

› Programme manager

› Project managers & experts

› Social Media Board

Ultimate responsibility for timing and quality of project results. Overall project coordination.

Responsible for project performance, knowledge transfer and project results.

Decision making, verifies project results. Supervises cooperation between BU’s, corpcom and recruitment

After

pro

ject

ph

ase

Durin

g pr

ojec

t ph

ase

Source: KREM The Social Company

Organisation

Board

Corporate Strategy

Corporate Finance ICT Recruitment Corporate

Communications

Social Hub

Business units

Source: KREM The Social Company

Hierarchy• Being part of the social hub is an exciting

and inspirational job • But also a vulnerable and demanding job• Who is responsible for the team?• The team needs a sponsor that can protect

them and create conditions to help it get result

• Unsponsored teams tend to float … and can eventually sink

Source: KREM The Social Company

Education• Training the team

– Tooling– Engagement– Product knowledge– Safety– Crisis– Code of engagement

• Training the company– Basics of social– Code of conduct – Inspiration sessions– Best practice sharing– Learning center

What’s in a name• “Code of conduct”

• “Social media policy”

• “Social media guidelines”

Source : Department of Justice, Victoria , Australia

Ecosystem Tooling

Outposts Community

Platform

Process

People

PositionProgramme

PlatformThe

Social Hub

Ecosystem

Source: Telligent

Ecosystem

Source: KREM The Social Company

Managed outposts

Community

Landscape of monitoring tools

Source: KREM The Social Company

Radian 6

MonitoringEngagement Twitter/FacebookWorkflow

Wildfire• Full shot

Campaign management Reporting“CMS” Facebook page

Branding Organisation

Culture Location

Position

Process

People

PositionProgramme

PlatformThe

Social Hub

Branding

Source: http://www.flickr.com/photos/marketingfacts

Culture

Source: Vodafone

Organisation

Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010

Scalable organisationBeginner/

ExperimentalFormalized/Intermediate

Mature/Advanced

Average Total Budget $66.000 $1.002.000 $1.364.000

Average Team Size

3,1 8,2 20,8

Organizational Model

Centralized

37%

Hub & Spoke

49%

Hub and Spoke

44%

Source : Survey of Corporate Social Strategists, Altimeter Group, November 2010

Organisation

Social Media

Board (mixed)

Stakeholders

Operation

Policy

Alignment

Content Planning

Online events Offline events

Program

Proces

People

PositionProgram

Platform The Social Hub

Now Q1 2012 Q4 2012FOUNDATION TACTIC INTEGRATED

Q4 2014> SOCIAL

Programme: :

Platform

Positioning:

test

People:

Positioning:

Proces:

Programme:

Platform:

Positioning:

Programme:

Platform:

Positioning:

test test test

Planning

Business as usualBusiness development

People: social media manager

Proces:

Proces:

Proces: People: + social buiness analist

People: + webcare + social marketeer Programme:

Platform:

Source: KREM The Social Company

Contentplan

Online event

Offline event

WorkflowMonitorin

g

Reporting Social CRM

Proces

Proces

People

PositionProgram

Platform The Social Hub

Workflow engagement

Source : David Arrmano (Edelman)

Workflow

Source: KREM The Social Company

IMPACT

ACTION

ENGAGEMENT

INFLUENCE

REACH

Social Impact Model

REACH

“I’m listening to you…”

Social Impact Model

Fans, Friends, Subscriptions,

Followers, Listed, Visitors, Views, …

REACH

“I’m listening to you…”

Fans, Friends, Subscriptions,

Followers, Listed, Visitors, Views, …

Social Impact Model

INFLUENCE

“I’m talking about you…”

Share of Conversation,

Top influencers,Sentiment analysis,

Share of Voice, Net Promoter Score,

Advocates, …

REACH

“I’m listening to you…”

Fans, Friends, Subscriptions,

Followers, Listed, Visitors, Views, …

Social Impact Model

INFLUENCE

“I’m talking about you…”

Share of Conversation,

Top influencers,Sentiment analysis,

Share of Voice, Net Promoter Score,

Advocates, …

ENGAGEMENT

“I’m talking with you…”

Shares, Likes, Comments,

Conversations, Time on Site, Pages/Visit,Check-in, Replies, @mentions, DM’s,

RT ’s, …

REACH

“I’m listening to you…”

Fans, Friends, Subscriptions,

Followers, Listed, Visitors, Views, …

Social Impact Model

INFLUENCE

“I’m talking about you…”

Share of Conversation,

Top influencers,Sentiment analysis,

Share of Voice, Net Promoter Score,

Advocates, …

ENGAGEMENT

“I’m talking with you…”

Shares, Likes, Comments,

Conversations, Time on Site, Pages/Visit,Check-in, Replies, @mentions, DM’s,

RT ’s, …

ACTION

“I’m doing something for

you…”

Net new followers, Net new customers,

Leads, Orders, Downloads, Newsletter

subscriptions, Ideas generated, …

REACH

“I’m listening to you…”

Fans, Friends, Subscriptions,

Followers, Listed, Visitors, Views, …

Social Impact Model

INFLUENCE

“I’m talking about you…”

Share of Conversation,

Top influencers,Sentiment analysis,

Share of Voice, Net Promoter Score,

Advocates, …

ENGAGEMENT

“I’m talking with you…”

Shares, Likes, Comments,

Conversations, Time on Site, Pages/Visit,Check-in, Replies, @mentions, DM’s,

RT ’s, …

ACTION

“I’m doing something for

you…”

Net new followers, Net new customers,

Leads, Orders, Downloads, Newsletter

subscriptions, Ideas generated, …

IMPACT

“I’m adding value to your

business…”

Cost-savings,Insights,Revenue,

Brand Value, ROI, …

Social Impact Model

“I’m listening to you…”

“I’m talking about you…”

“I’m talking with you…”

“I’m doing something for

you…”

“I’m adding value to your

business…”

REACH

Fans, Friends, Subscriptions,

Followers, Listed, Visitors, Views, …

INFLUENCE

Share of Conversation,

Top influencers,Sentiment analysis,

Share of Voice, Net Promoter Score,

Advocates, …

ENGAGEMENT

Shares, Likes, Comments,

Conversations, Time on Site, Pages/Visit,Check-in, Replies, @mentions, DM’s,

RT ’s, …

ACTION

Net new followers, Net new customers,

Leads, Orders, Downloads, Newsletter

subscriptions, Ideas generated, …

IMPACT

Cost-savings,Insights,Revenue,

Brand Value, ROI, …

Reporting metricsTwitter Facebook Website Linked In YouTube

REACH“I’m listening

to you…"

# tweets # posts # posts # updates # uploads# followers # fans # (unique) visitors # following # channel subscribers# listed # subscribed # visits # page views # video views# 2nd degree reach total reach # visitors # embedded videos

INFLUENCE"I’m talking

about you…"

# @mentions people talk about backlinks # groups share of conversationTop 10 influencers Top 10 influencers search keywords # group reactions likes vs dislikeshashtag cloud hashtag cloud page rank # (ex) employees tone of commentsshare of conversation share of conversation share of conversationshare of voice share of voice top influencers

ENGAGEMENT"I’m talking with you…"

# retweets like time on site # likes # likes / dislikes# @-replies # shares pages / visit # shares # comments# favorited # comments # returning visitors # comments # favorited# conversaties # engaged users in site searches # endorsements

ACTION"I’m doing

something for you…"

# click-throughs # click-throughs # RSVPs (inschrijvingen) # web visits via LinkedIn # web visits via YouTubebehavior on website behavior on website # subsribers newsletter behavior on website behavior on website… … # downloads # contact employees …

# contact/lead forms # promotional clicks… # sollicits

IMPACT"I’m adding

value to your business…"

Avg. order value, Avg. items per order, Avg. time between orders, Customer lifetime value, # cancelled orders, # returned items, # orders per customer, revenue, conversion %, # helpdesk calls, respons-time, # ideas generated, brand value, …

Social CRM - 2015

The ultimate CRM data:

The clients social profiles

Perm

ission

?

Engagem

ent?

Inlfuen

ce?

Community

building?

What if the 5 p’s are not balanced?

Proces

People

PositionProgram

Platform The

Social Hub

Strategy

The 5p model: getting ready for social

business

Is your operation ready?

Questions?

Thijs SprangersPartner KREM020-6811500/06 - 24688439www.twitter.com/thijs_sprangerswww.linkedin.com/sprangersthijs.sprangers@krem.nl

www.twitter.com/kremsocialwww.krem.nl