kinship social media command center

KINSHIP digital

Social Media Command Center Overview

“Big data is going to usher in an even more important corollary industry - big interpretation. Our problem in social media isn’t lack of data; it’s lack of understanding how to make that data actionable. Most big data projects and companies are only answering half the question, at best.”

Jay Baer

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Social Media Command Center

• KINSHIP• Social Media Command Center• Appendix

Our KINSHIP Values

1. Commitment: We care deeply about our employees, our customers, our partners and our community. Our word is our commitment and we will always act with integrity and transparency.

2. Creative Passion: Dedication and devotion are at the heart of every great idea and we value creativity, not just productivity.

3. Relentless: An unparalleled focus on the success of our customers; always working to co create value. The customer experience is at the centre of everything we do.

4. Inspiration: Our greatest asset is our exceptional talent with a bias for action. The ability to see solutions no one else sees, to dream of innovations no else conceives, and to create a future no one else can.

KINSHIPplaces its mission as "building successful social enterprises" for its clients and pledges to use these values to guide that mission.

@Michae1Green

81% of consumers using social media say it's important for businesses to respond to questions and complaints and within a reasonable amount of time.

• Most social customers don’t think of themselves as social customers • Their behaviors are dynamic • Conversations sprout everywhere – Twitter, Instagram, Pinterest, Facebook • Social Customers are influential regardless of how many friends, fans and

followers they have

@Michae1Green

A Command Center is a physical space where Governments and 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

CORE BUSINESS OBJECTIVES REMAIN THE SAME

OPE

RATI

ON

ALEX

CELL

ENCE

INTERNAL(employees)

EXTERNAL (customers, partners, media)

THE SOCIAL BUSINESS

SALES/REVENUECUSTOMER ADVOCACYPRODUCT FEEDBACK

COMMUNITY ENGAGEMENTCUSTOMER/SALES SUPPORTCUSTOMER SATISFACTION

COLLABORATIONKNOWLEDGE SHARINGSOCIAL ENABLEMENT

PROCESS IMPROVEMENTPRODUCT INNOVATIONEMPLOYEE ADVOCACY

SOCI

AL B

RAN

D

1

2

4

3

@Michae1Green

The Stakeholder Ecosystem ValueCreation Model

@armano

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Moving from Social Listening to Smart Enterprise

@Michae1Green

Okay, Platforms, Process, People, Use Cases

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Cross-Business Integration is Required

EXECUTEOPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE

CUSTOMER SERVICE

• Rapid Social Support Response

• Seamless Customer Experience

• Peer-to-Peer Crowd-sourced Support

DIGITAL COMMUNICATIONS & PR

• Online Reputation Management

• Crisis Management

• Proactive PR/Comms

SOCIAL SALES

• Sales Insights

• Competitive Intelligence

• Lead Response Centre

DIGITAL MARKETING

• Social Marketing Insights

• Rapid Social Marketing Response

• Social Campaign Tracking

• Social Event Management

@Michae1Green

Use Case Support

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The Goal is Business Action

The 3 Pillars of the KINSHIP Command Center Operations

PLATFORMSOnline MonitoringAnalytics Platform

Internal CollaborationCommunity Platform

Social CRM PROCESSSocial Media Policies

Technology IntegrationSupport, Crisis & Sales Workflows

Measurement Framework & RolloutGlobal & Enterprise Expansion PEOPLE

Behavior ChangeCross Silo Collaboration

Executive support & ParticipationOrganisational Models

Employee & Partner Participation

@Michae1Green

EVALUATERESEARCH SOCIAL

LANDSCAPE

ESTABLISHA STRATEGY & TEAM


LISTEN

• Identify listening and CRM software

• Establish a social media listening center

• Determine internal & external topics

PLAN

• Create plan for employee and partner training

• Process and collaboration design

• Crisis coms and customers support escalation tree

ENGAGE

• Launch programs, events and campaigns

• Manage internal collaboration and communication projects

• Expand teams and channels globally

Kinship Process Models and Frameworks

• Define strategy (goals, actions, KPIs)

• Identify the right teams, stakeholders and emp

• Establish roles & responsibilities

• Achieve buy-in from senior leadership

• Establish Social Architecture & a measurement framework

• Conversation and sentiment analysis

• Surveys, polls and stakeholder interviews

• Data mining from social channels

• Intelligence gathering Market & Competitor)

• Social Architecture Review

• Identify Business Use Cases and Benchmarking

@Michae1Green

Engagement through Proven Models and Frameworks

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You DO NOT want ANOHER one of THESE!

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You DO want one of these: A team with style

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KINSHIP digital command center

@Michae1Green

KINSHIP Real Time 24x7 Social Command Center

“Data is of no use if you don’t know what to do with it. 2012 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.”

Marc Meyer

Kinship Digital Partnerships

@Michae1Green

@Michae1Green

Appendix

Additional information

Social Emergency Management Framework

• A holistic methodology• Embraces all structures, people and technologies• Thorough planning, practice and preparation for a crisis• In partnership with Jane Jordan-Meier

8 Phases

Begins with Assessment

Includes scaling & risk – phase 4

Practice strategies – phase 5

Virtual Operations Support Teams

Continuous improvement loop

@Michae1Green

Evaluate the Social Landscape

@Michae1Green

EVALUATERESEARCH SOCIAL

LANDSCAPE

Four Quadrant Assessment ModelA model to efficiently assess a market or customer base from a social point of view. The first strategic step in a social media COE is to create an assessment, learning where (on what platforms) a respective ecosystem is engaged. KINSHIP four quadrant assessment methodology includes the following groups:

- Customer mapping and field assessment- Brand analysis- Partner and alliance analysis- Competition analysis

The evidence based assessment identifies where people are in the social web, sentiment analysis, key interests and reflections. Only once a team is clear about what’s on top of the customer’s mind, it is able to adequately respond.

The NCP ModelThe NCP model is a foundation methodology to social media engagement: Network – Contribution – Participation

- Network provides the reach- Contribution is the active engagement and content contribution over such networks- Participation is the positive or negative reflection of the contribution and the actual conversation.

Conversation is the currency in social media.Once the NCP model is implemented in a company’s market engagement strategy, it provides a self adjusting mechanism to all social initiatives.

Establish Social Strategy & Team

@Michae1Green

ESTABLISHA STRATEGY & TEAM

Strategy HexagonThe KINSHIP Strategy Framework for Center of Excellence. Unlike the traditional top down corporate strategies, the social strategy framework KINSHIP leverages integrates key constituencies of a market into the strategy development. The strategy is based on six (hexagon) core elements:

- Goal & Mission- Benefits- Actions- Presence- Resources- Reporting

The strategy is based on a evidence based research assessment (see Four Quadrant Assessment Model) and geared towards a cross functional social market engagement.

Cross Functional Engagement FrameworkSocial Media is primarily a state of mind – not a campaignThe cross functional social media engagement framework provides the basis for a company wide social business engagement. It helps structure the social media leverage within a company so that the teams in sales, marketing, service & support, product management, HR, procurement and all other market facing departments are able to work in a concerted manner in the interest of the brand to the benefit of the customer. The SMS Team model is based on the establishment of a Social Media Center of excellence.

Decentralized Centralized Hub and Spoke Multiple Holistic

*Organization structure models from Altimeter Group

* Examples of Organizational Structures

@Michae1Green

@Michae1Green


Social Presence Model Social Media Planning Model Advocacy Model Social media ROI calculation method

The Social Presence Model aids brands and their teams to create a sustainable and trustful presence in the social web. Listening ensures business teams are where their customers are.

The Social Media Planning model we developed is a way to build social media initiatives that bridge the oxymoron between creating highly creative and unique initiatives while remaining to be structured in a way that even a global team can use and adopt it, manage it and ensure its alignment with a strategy.

Creating positive sentiments and an increasing level of conversations as well as recommendations, is the ultimate KPI (Key Performance Indicator) for a social business engagement. Effectively covering paid, owned and earned initiatives.

The KINSHIP ROI model is a true financial ROI. The ROI model takes incremental revenue from social engagement based interaction relative to the cost of those interactions.

Execute

Listen Plan Engage

How The Center of Excellence IntegratesWithin The Organisation

STRATEGY & USE CASE DEFINITION EXECUTION MEASUREMENT

Mar

keti

ng

& O

rgan

isat

ion

al R

ead

ines

s

Training

Policies

Technology

Content Plan So

cial

Inte

gra

tio

n

Mea

sure

men

t F

ram

ewo

rk &

Rep

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)

CustomerSupport

Marketing &Product/Service

Operations

Ecosystem(Partners, InfluencersIndustry)

Engagement

Social Media Center of Excellence

Knowledge Management & CMM Best Practice Sharing

@Michae1Green

Sales and Revenue

Generation

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CONTACT

Michael [email protected]@michae1green+61 422 300 296

mailto:[email protected]

mailto:[email protected]