1 Peter Gentsch, Monte Carlo - July 12-13, 2011 How to implement a social media strategy
Nov 01, 2014
1
Peter Gentsch, Monte Carlo - July 12-13, 2011
How to implement a social media strategy
2
3
http://www.social-media-excellence.com
Social Media Excellence-Initiative: Leading companies exchange best practices, benchmark their campaigns and work on governance and guideline issues
4
How to implement a social media strategy
1. Strategy/ Objective Setting
3. Organization/ Governance
2. Execution/ Interaction
4. IT & Intelligence
5
How to implement a social media strategy
3. Organization/ Governance
2. Execution/ Interaction
4. IT & Intelligence
1. Strategy/ Objective Setting
Deutsche Post DHL | Page CONFIDENTIAL Presentation title | Location | ## Month 2009
7
Objectives Customer Service E-Postbrief
n Reachability: customers can choose their preferred channel and get answers quickly regardless of the channel
n Reliability: the complete customer requests is managed at a constant level of high quality
n Readiness : all requests will be processed as quick as possible
n Setting up a new quality of Customer Dialogue: engaging with customers in social media
n Optimization of Issue Management: identification and qualification of issues at an early stage/ react promptly, in a 'social media' appropriate way.
n Increase in value : Optimization of products and processes
Service-Design-Toolchain
KundenserviceBRIEF
Service-Design-Toolchain
Service-Design-Toolchain
KundenserviceBRIEF
KundenserviceBRIEF
Cutosmer perspective Company perspective
Source: Müller vom Feld, 2010
8
How to implement a social media strategy
3. Organization/ Governance
2. Execution/ Interaction
4. IT & Intelligence
1. Strategy/ Objective Setting
9
Social Media Excecution/ Interaktion Value Loop
Monitor
Analyze Act
Seeding Campaigning
Intervention
Service Interaction
Testing
Social Commerce Influencer Marketing Action plan for other customer channel
Social Media Cockpit
Social Media Scorecard
Objective Setting
influencer 1:1
Insights
trends
products ….
preferences
10
Social Media Excecution/ Interaktion Value Loop
Best Practice Customer Service
11
Social Media outposts of „E-POSTBRIEF“
§ Start: July 14th, 2010 § Activity: Information on „E-Postbrief“ and positioning
of the product through pro- / reactive usage of social media monitoring and social media channels
§ Service: Monday- Saturday / 04:00 p.m. – 12:00 midnight
§ Team: 2 FTE (4 x 0,5 FTE) § Sentiment: positive - neutral
27 videos | 40 subscribers | 20.000 views | 22500+ video views n 237 Follower n >500 Tweetsn 237 Follower n >500 Tweets500+ tweets | 237 follower
693 fans | 350 active users/week | 1400 visits/week | 58 posts/week
n 693 Fansn 1.400 visits/week
n 350 active user/weekn 20 posts/week
n 693 Fansn 1.400 visits/week
n 350 active user/weekn 20 posts/week
+
12
Integration of social media into CRM-processes…
§ Social Media Engagement and Intervention is a core process § B.I.G. SMI Tracker provides entry- and exit-channel for processing of social media entries within
customer care § The SMI process is mapped onto the B.I.G. SMI Tracker, which contains the concluding customer
communication
Monitoring Processing Posting/ Engagement
SMI - Process Process-Entry Information / Guidance
Suggestion / Praise
Complaint handling
Concluding customer
communication
13
End-to-End Social Media Management: Real-time customer interaction via controlled processes
1
2
Process-driven tools for:
§ integration into CRM and
§ direct reaction to customer complaints within customer care…
3
14
A web-based tool provides Deutsche Post with an “Outlook Inbox” for related posts in Social Media
E-Postbrief Customer Care: • B.I.G. Monitoring searches
Social Media for relevant posts (relevance KPIs, search strings)
• Where suitable, agents answer directly, using the same tool
• Automatic tagging, sentiment analysis and classification boost the agent productivity
15
Social Media Excecution/ Interaktion Value Loop
Best Practice Influencer Marketing
16
Weitere Hinweise: Aktives Kundenservice-Management im Social Web Webinar to get a ideas for improvement: Dialogue between the product manager and 70 influencer as livestream
17
Social Media Excecution/ Interaktion Value Loop
Best Practice Issue Management
18
The „Gutjahr Issue“
19
Issue Management aims towards issue detection in the earliest stages, where/when a topic develops virality
onlineattention
Zeit
Emerge Accelerate Spread inclassic media
Peak andoffline spread Decline
1 2 3 4 5
special interestboards &blogs
twitter &facebook
online mediaoffline media
loss of interest
Scope Krisenradar Issue zu spät erkannt
Methodology: • B.I.G. Crisis Radar
permanently crawles special interest platforms (the information longtail)
• If threads/posts are referred to on Twitter or Facebook it „locks on“
• Daily reports inform a trained team at Deutsche Post of issues and assessments to catch potential issues before they get picked up by a bigger audience
Der Fall Gutjahr – Reaktionen auf den Blogbeitrag
Der besagte Blogbeitrag hatte überwiegende negative Auswirkungen auf Kaufentscheidungen für das Produkt, das Produktversprechen sowie das Image der DP DHL
Der Fall Gutjahr – Reaktionen auf die Reaktionen der DP DHL
Durch die aktive Kommunikation des Social Media Teams, konnte der entstandene Schaden wieder behoben und das Image aufgewertet werden
22
How to implement a social media strategy
3. Organization/ Governance
2. Execution/ Interaction
4. IT & Intelligence
1. Strategy/ Objective Setting
23
Der Fall Gutjahr – Reaktionen auf die
Reaktionen der DP DHL
Dedicated processes and workflows for professional social media issue management
24
CIO is entering the scene….
70% predictability
Governance Guidelines & PoliciesGovernance ComplianceGovernance Data Privacy & SecurityGovernance IT Standards Governance Quality StandardsService Project Coordination Service IT Coordination Service Infrastructure SupportService Supportive FunctionStrategy Social Media Agenda SettingStrategy Subject Matter Expert KnowledgeStrategy Business Potential Assessment
25
The BIG Picture: Putting together the different profiles to a comprehensive corporate social media picture
CIO Profile CMO Profile CCO Profile
Corporate Social Media Profile
26
How to implement a social media strategy
3. Organization/ Governance
2. Execution/ Interaction
4. IT & Intelligence
1. Strategy/ Objective Setting
27
Deutsche Post monitors buzz development, sentiment and upcoming topics regarding their branches and target groups
Example: Tracking of gathering Amazon customers, who demand
shipping by DHL instead of Hermes
Illustrative
28
Social Media Scorecard
Illustrative
29
Global Listening
Illustrative
30
Social Media Interaction
31
Social Media I& & Intelligence Infrastructure for managing and monetization of Social Media:
Brand Management
Competitive Intelligence
Market Research
Sales
Service
Communication
Innovation Management
…. S
ocia
l Med
ia M
anag
emen
t Inf
rast
ruct
ure
Trend
Mon
itorin
g
Integrated Social Media Management Infrastructure for Monitoring and Engagement:
• Cross-functional domain models (taxonomy, ontology)
• Consistent data • Quality ensured data • Synergies and cost efficiency • Comparable metrics/ benchmarks • Systematic data enrichment
Issue
Insight
Complaint
Campaign
Answer
Advice
Service
Enga
gem
ent
Social Media Warehouse Data Warehouse Social Media Warehouse
Social Media Intelligence: Reporting/ Analytics
32
Corporate Social Media Management @ Post comprises several Use Cases
onlineattention
Zeit
Emerge Accelerate Spread inclassic media
Peak andoffline spread Decline
1 2 3 4 5
special interestboards &blogs
twitter &facebook
online mediaoffline media
loss of interest
Scope Krisenradar Issue zu spät erkannt
Issue Management Analytics &
Reporting
Engagement &
Feedback Management
33
How to implement a social media strategy
3. Organization/ Governance
2. Execution/ Interaction
4. IT & Intelligence
1. Strategy/ Objective Setting
34
Social Media Management Maturity Model
Explorer Optimizer Enabler
4
Champion
3 2 1
35
Social Media Management Maturity Model Strategy: No Social Media Strategy Organization: Off-the-wall organization, no dedicated ownerships
Execution: Separate actions Interaction: Individual, not coordinates interaction
Monitoring & Measurement: No professional system in place, freeware tools Analytics & Reporting: No reporting and analytics
Explorer
4
Champion
Strategy: Corporate wide social media strategy, Objectives integrated into the corporate planning, Social Media as enabler to realize new business models; strategy is widely communicated Execution: Feedback system between strategy and execution, quick adoption to changes Integration of CMS with Social Media
Organization: Corporate wide social media organization Social Media as fundamental pillar; Integration in Performance Management Monitoring & Measurement: Systematic monetarization of social media Integration into other systems, Social Media Command Center
Analytics & Reporting: Integrated Scorecards and reports, predictive Social Media analytics; real-time analytics and reporting; Systematic usage of Social Media for business decisions
Interaction: Enlarged to long tail, global Interaction conception; automatization of interaction
Enabler
Strategy: Cross functional social media strategy Objectives are defined; Social Media as enabler for customer and market focused communication; strategy is not actively communicated
Execution: Efficiency of execution is audited, quick reaction to changes, systematic use of professional Tools, systematic content sharing
Organization: Cross functional alignment Dedicated employees/ department and budgets; guidelines und mandatory trainings Monitoring & Measurement: Real-time Monitoring; campaign and competitive Monitoring; integration into other application
Analytics & Reporting: Reporting with regard to different stakeholders, enhanced business metrics; Integration of KPIs in Business Scorecards; Social Media Scorecard; enhanced analytics
Interaction: Tool based customer interaction expanded to further departments and channels; proactive interaction
3
Optimizer
Strategy: Social Media Strategy for dedicated departments; strategy is not actively communicated down the line, it is used separately Execution: Execution derived from strategy Content exchange between different media
Organization: Single employees are in charge of dedicated social media activities Social Media as further channel, Social Media Trainings are offered
Monitoring & Measurement: Professional systems established for on going monitoring focusing on Issue und Brand Tracking Analytics & Reporting: Simple reports and analytics are established for selected departments
Interaction: Tool based customer interaction with focus on Customer Service and dedicated channels (twitter und Facebook); passive interaction
2 1
36
time
Required Budget
organizational anchoring
Support by professional tools and systems
Strategic Business Impact
ROI leverage
Social Media Maturity Model – Evolutional impact over the time
Explorer Optimizer Enabler
4
Champion
321
Confidential Die Prof. Vögele Dialogmethode® 2.0 | Meeting mit B.I.G. | Königstein | 04.07.2011 Seite 37
"It's about conversations, and the best communicators start as the best listeners." Brian Solis, the Social Media Manifesto
38
Thank you very much!
Prof. Dr. Peter Gentsch CEO Business Intelligence Group Schützenstr. 6 10117 Berlin +49 (0) 30 89677887 0 +49 (0) 177 4534530 [email protected] www.social-media-excellence.com www.intelligence-group.com
Berlin Business Intelligence Group Schützenstraße 6
10117 Berlin
Frankfurt Business Intelligence Group Friedberger Anlage 22 60316 Frankfurt/ Main