Data is of no use if you don’t know what to do with it. 2013 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.
2. “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
4. 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
6. 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
7. 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 Owyang
Altimiter Group
@jowyang
@Michae1Green
9. OPERATIONAL
EXCELLENCE
INTERNAL
(employees)
EXTERNAL
(customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
CUSTOMER SATISFACTION
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS
IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOCIALBRAND
1
2
4
3
@Michae1Green
The Stakeholder Ecosystem Value
Creation Model
@armano
13. EXECUTE
OPERATIONALISE 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
15. The 3 Pillars of the KINSHIP Command
Center Operations
PLATFORMS
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform
Social CRM PROCESS
Social Media Policies
Technology Integration
Support, Crisis & Sales Workflows
Measurement Framework & Rollout
Global & Enterprise Expansion PEOPLE
Behavior Change
Cross Silo Collaboration
Executive support & Participation
Organisational Models
Employee & Partner Participation
@Michae1Green
16. EVALUATE
RESEARCH SOCIAL
LANDSCAPE
ESTABLISH
A STRATEGY & TEAM
EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
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
21. “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
24. 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
25. Evaluate the Social Landscape
@Michae1Green
EVALUATE
RESEARCH SOCIAL
LANDSCAPE
Four Quadrant Assessment Model
A 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 Model
The 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.
26. Establish Social Strategy & Team
@Michae1Green
ESTABLISH
A STRATEGY & TEAM
Strategy Hexagon
The 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 Framework
Social Media is primarily a state of mind – not a campaign
The 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
28. @Michae1Green
EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
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
29. How The Center of Excellence Integrates
Within The Organisation
STRATEGY & USE CASE DEFINITION EXECUTION MEASUREMENT
Marketing&OrganisationalReadiness
Training
Policies
Technology
Content Plan
SocialIntegration
MeasurementFramework&Reporting
Campaigns &
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
Social Media Center of Excellence
Knowledge Management & CMM Best Practice Sharing
@Michae1Green
Sales and
Revenue
Generation
The Challenge: Customers Want Timely RepliesIn an age of instant gratification, customers want to know you’re listening –and that you have an answer. In fact, 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.The Solution: Respond Immediately & Take ActionCustomers and prospects want to know that you care about their needs. So it’s extremely important to check your Facebook page and Twitter mentions frequently and respond to any customer issues or pertinent questions right away. Big brands like AT&T try to keep all responses within 15 minutes, since that type of active response is highly valued by their customers.If customers have an issue that can’t be resolved within the limitations of social media, you should provide an offline channel such as an email or phone number for the customer to speak with you directly, and so you get the complete information you need to best address their complaint. Then, filter any product or service issues to the correct person(s) within your business to improve your operations and prevent future problems.The Challenge: Customer Experience Impacts PerceptionOne key part of your customer service strategy is the overall experience you provide customers both offline and offline, whether or not they have a problem or complaint. Many businesses take advantage social media to deliver a great customer experience, but it can be challenging for local businesses to build trust and engagement on social media sites. The Solution: Humanize your Social StrategyIf you have social pages on Facebook and Twitter, make sure they contain a profile pic, bio, and frequent posts that showcase your brand personality and authority in order to establish trust with online consumers. While it’s important to listen to and respond to comments and complaints, it’s equally beneficial for you to interact with your fans and followers on a regular basis and show them the human side of your business. In addition to providing interesting and informative content, you can also create a positive experience by thanking and rewarding fans and followers, participating in customer-initiated conversations, and sharing news about an event or charity you are involved in. Listening to how your customers respond to you will help you determine the best types of content and conversations that will drive the most engagement on your social media pages.
The iGo2 leadership team created methods, models, frame works for a strategic and cross functional approach to social media for business. The overall philosophy is based on these pillars: Social Media is an alternative way of doing businesses where customer and brand develop mutual benefits whereas the brand getting faster to the market with a more intense and therefor more stable customer relationship and the customer having a higher degree of influence in the long term product or service evolution and a deeper level of trust in the respective organization.Social Media can’t be successful if only a hand full of people performing some social media activities for the social media sake and the rest of the company does business as usual. Customer engagement and advocacy is not stimulated by fancy campaigns but through a trustful and mutually beneficial collaboration.Empowering Product Management to crowd source feature requirements and involve advocates in a new product launch – and empowering sales in socially engage with any customer like the top sales people on a golf course – and empowering support organizations to integrate highly experienced customers in support activities – and empowering channel teams to leverage the large distribution channels to grow awareness and the level of mentions – that all together requires a thorough social engagement strategy. The methods, models and frameworks are designed to support teams in Sales, Marketing, Support, Product Management, Human Resources/Talents, Procurement and other departments in their engagement to better collaborate with their customers and drive advocacy in their respective ecosystem. iGo2 will evaluate the appropriate methodologies to utilize in the NAB engagement based on the initial workshop and project plan.
The iGo2 leadership team created methods, models, frame works for a strategic and cross functional approach to social media for business. The overall philosophy is based on these pillars: Social Media is an alternative way of doing businesses where customer and brand develop mutual benefits whereas the brand getting faster to the market with a more intense and therefor more stable customer relationship and the customer having a higher degree of influence in the long term product or service evolution and a deeper level of trust in the respective organization.Social Media can’t be successful if only a hand full of people performing some social media activities for the social media sake and the rest of the company does business as usual. Customer engagement and advocacy is not stimulated by fancy campaigns but through a trustful and mutually beneficial collaboration.Empowering Product Management to crowd source feature requirements and involve advocates in a new product launch – and empowering sales in socially engage with any customer like the top sales people on a golf course – and empowering support organizations to integrate highly experienced customers in support activities – and empowering channel teams to leverage the large distribution channels to grow awareness and the level of mentions – that all together requires a thorough social engagement strategy. The methods, models and frameworks are designed to support teams in Sales, Marketing, Support, Product Management, Human Resources/Talents, Procurement and other departments in their engagement to better collaborate with their customers and drive advocacy in their respective ecosystem. iGo2 will evaluate the appropriate methodologies to utilize in the NAB engagement based on the initial workshop and project plan.
Social Presence Model:The Social Presence Model aids brands and their teams to create a sustainable and trustful presence in the social web. Business teams have to be where their customers are. It isn’t the “legal entity represented through a logo” that needs to have a social presence, but the brand represented through their teams. The Social Presence Model is a methodical approach to present a presence in alignment with the strategy and a reflection to the market in accordance to the assessment. Changing environments, evolving technology and migrating customer groups need to be part of a presence strategy model.Social Media Planning Model: 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. Each initiative is “wired” into the strategy and assessment with a plausibility check, even if it is the wildest and most unexpected campaign.Understanding the “anatomy of a buzz” is part of creating highly effective initiatives. Even though most programs are not necessarily fancy campaigns but more robust initiatives to create a better customer experience get faster and near real time market feedback, customer integrated product evolution (crowd sourcing) and more.Advocacy Model: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. In today’s world the largest part of commercial decisions are so called “recommendation based purchase decisions”. Building a robust customer experience model that fuels advocacy is one of the key objective in social market engagement strategies. It goes hand in hand with having a presence strategy that empowers and inspires customers to have those conversations and an amplification strategy to amplify the content.Social media ROI calculation method:The iGo2 ROI model is a true financial ROI. The ROI model is calculating a social media ROI leveraging the above methods and principles. The ROI model takes incremental revenue from social engagement based interaction relative to the cost of those interactions. If the business is following a professional social engagement plan it can filter out accidental sales and non related purchase decisions.