Kinship Social Media Command Center Expertise

Social Media Command Center

Strategy, Experience, Trends

March 2015

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Contents

Our Point of View

Our Social Media Command Centre Experience

Our Clients

Additional Content

• SMCC Roadmap

• International Trends

OP

ERA

TIO

NA

LEX

CEL

LEN

CE

INTERNAL(employees)

EXTERNAL (customer, partners, media)

THE SOCIAL BUSINESS

PRODUCT FEEDBACK

CUSTOMER SUPPORTCOLLABORATION

PRODUCT INNOVATION

SOC

IAL

BR

AN

D

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Our Point of ViewSMCC Must Align with Whole Social Business Objectives

SMCC

SMCC Part of Digital Transformation Journey

Being represented as a global and well integrated organisation on the internet via a single global social presence across the

business

Being promoted as a well integrated, global organisation via a consolidated digital presence that connects with

customers and suppliers

Social Media Command

Centre Governance Program

• Single strategy framework

• Architecture, Technologies,

and Analytics centrally

implemented

• Social assets governance

• Integrated into operational

processes

• Process based execution

• Managed content

Online Reputation

Management

Cause Marketing

Protect

Promote

Divisional Customer

SupportConnect

Connect staff, supply-

chain, customers and

their customers

Organisational-wide

customer support

inclusive of C-level

Targeted promotionOwned & Earned

Marketing

Crisis Management Proactive Protection

Increase advocacy

Integrated &

consolidated

transactional SCRM

capability

Incorporate Big Data

into sales

Establish Enhance Evolve

Transact

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Our Social Media Command Centre

Experience

We Operate Our Own For-Profit SMCCGlobal Customers

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We Build SMCCs for Others

BIDV Vice Manager of Retail Banking

Department and SMCC Project Ms Lê

Vũ Diễm Hằng (Ms Catty Hang)

highlights the key reason KINSHIP

outplaced other competitors to win this

bid:

“More than anything, we do believe that

SMCC and social media is not about a

fabulous and high-tech fad. Compared

to other vendors who mostly focus on

providing technology solutions,

KINSHIP’s competency in strategic

social media was seen as what we

need for this very early stage.”

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We Augment the SMCCs of Others

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• Social Analytics Reports

• Brand and Market Insights

• Social Media Services to Partners

• Engagement Centres & Pop-Ups

• Special Purpose Monitoring – Crisis

and Activism

We Provide Social Rallying Points & Pop-Ups

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Gartner Symposium - Orlando

• We choose tools selectively

• Keep abreast of developments

• Use the tools actively

Sole agents for:

• Hootsuite (ANZ)

• Zimbra (APAC)

• Insideview (ANZ)

• Mutualmind (ANZ)

However we remain tool agnostic.

We Are Expert in Social Technologies

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We Have Robust MethodologiesBuilding and Linking SMCC Strategy to the Business

1. Phase 1 Assessment & Discovery

• Phase 1.1 Social Media

Assessment

• Phase 1.2 Discovery – Business

Requirements

2. Phase 2 Functional Specification of

SMCC

3. Phase 3 Technical Selection and

SMCC Design

4. Phase 4 Implementation Plan

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Phase 1 Assessment &

Discovery

Phase 2 Functional

Specification

Phase 3 Technical

Selection & SMCC Design

Phase 4 Implementation

Plan

We Know How To Integrate WorkflowsDesigning Workflows and Escalation Procedures

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We Keep Abreast of Leading AnalyticsSocial Personality Profile Index by IBM Watson

In terms of content marketing, people with a

higher self-transcendence value may exhibit an

interest in reading articles about the

environment, whereas people with a higher self-

enhancement value may have an interest in

reading articles about work.

A customer making positive social mentions

about the brand who scores high on modesty,

openness, and friendliness may be more likely to

spread information and be a reliable and credible

brand ambassador.

KINSHIP clients include

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About KINSHIP digital

Being present in social and learning – social business intelligence.

KINSHIP digital integrates the social media with the enterprise, focused on

business strategy and leveraging strengths and cultures of specific social

platforms to enhance brand engagement and value, and to improve the value

exchange.

• Our vision is that our clients should have the optimum social architecture to

support their business objectives:

• Flowing awareness, information & engagement bi-directionally;

• Facilitating the most effective social footprint of their people;

• Fully enabling social selling;

• Optimally using the full value of social business intelligence;

• Building brand value, brand resilience and brand equity.

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Questions of us?

walter@kinshipdigital.com +61 403 345 632

thomas@kinshipdigital.com +61 487 151 269

@kinshipd

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Social Media Command Centre Roadmap

What is a Social Media Command Centre?

A Command Center is a physical space where Companies coordinate to listen and engage their citizens or market in social channels to achieve business use cases in marketing

engagement, customer care, risk management [crisis management / ORM], or operational efficiency of

coordination and contact center deflection.

Jeremiah OwyangAltimiter Group@jowyang

@Michae1Green

SMCC Organisational Options

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SMCC Roadmap - 4 to 6 years

Stage 1COMMUNITY

Engage & Support

Build Brand Presence

Stage 2STRATEGY

Centre of Excellence

Strong Internal

Communities

Stage 3INSIGHT &

ACTION

Insights & Innovation

Data Analytics

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In our experience social technologies, and social media, and social data analytics evolve through the three stages above.

SM Monitoring Maturity AssessmentOrganisation scored on 8 elements

The eight integrated elements reflect capability and culture:

1. Assess & Align

2. Prevent & Promote

3. Context & Culture

4. Organize & Oversee

5. Monitor & Measure

6. Engage & Resolve

7. Inform & Integrate

8. Detect & Discern

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The Social Ecosystem

ParticipatingListening, establishing reputation(I’m one of you)

ManagedListening, supporting, building reputation, marketing

OwnedListening, supporting, building relationships, collaborating

External Communities

Closed Network

Internal Communities

Example: customer communities

Example: channels, members

Example: Intranets, communities of practice

Wikis

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International Trends in SMCC

Trends in SMCC International Practices

The three biggest trends internationally in social media command centres are:

1. They are becoming more integrated with business units – more integrated into

marketing, the contact centre, customer insights, product development and more

employees are expecting to be able to interact with customers in social media and to

use social media to attract and retain customers e.g. NAB

2. Teams are focusing on discovering content which is highly relevant to the brand and

its audience and “amplifying” this content in social media e.g. finding content that really

interests their customers and potential customers.

3. Advanced social data analytics and “cognitive intelligence” is being applied to social

data and this is starting to be linked to internal customer insights and business

intelligence data and new customer lead generation

e.g. IBM Engagement Centre

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1. International Trends – NABBusiness Customer Acquisition

NAB uses social analysis as part of marketing to new business customers:

• To demonstrate their understanding of the customer’s industry

• To throw up some insights into the customer’s business

• To give some insights which might surprise the customer

• To demonstrate that NAB is innovative.

Demand from NAB business bankers

exceeds the current capacity of the

NAB SMCC and they are outsourcing

this to KINSHIP.

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2. Citi Social Media Marketing

By promoting pop stars Citi amplified marketing message and earned new customers.

By forming relationships with music artists and performing venues, Citi is able to offer

its card members access to concert tickets via Facebook before they go on sale, which

earns major social buzz—especially when they involve popular bands.

Results

1. Improving brand reputation among target audience;

2. Amplification of brand messages; and

3. Acquisition of new customers.

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3. Future Evolution to Centre of Excellence

As social media matures within an organisation and the SMCC matures they migrate to a

Social Media Centre of Excellence:

1. The SMCC then focuses on operations and special projects.

2. Business functions and departments become social media capable.

The CoE focuses on:

• Overall company social media strategy

• Standards and governance

• Social media competence and adoption

• Innovation

• Technology and standards

• Agency management and contracts.

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X

STRATEGY & USE CASE DEFINITION EXECUTION MEASUREMENT

Mark

eti

ng

& O

rgan

isati

on

al R

ead

iness

Training

Policies

Technology

Content Plan So

cia

lIn

teg

rati

on

Measu

rem

en

t F

ram

ew

ork

& R

ep

ort

ingCampaigns &

Initiatives

General

Community

Management

Paid, Owned

and Earned

Media

Customer

Support

Competitor,

Market &

Campaign

Reporting

Maturity Model

(CMM)

Benchmarking

Customer

Management

Insights

PR and

Corporate

Communications

(ORM)

Customer

Support

Marketing &

Product/Service

Operations

Ecosystem

(Partners,

Influencers

Industry)

Engagement

Digital Media Center of Excellence

Repeatable Framework for Use Cases

Sales and

Revenue

Generation

The Social Media Centre of ExcellenceTraining, Policies, Technology, Content Plan, Culture

Quick “1-Click” Social Rallying Points

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