This document discusses corporate social media management. It begins with an agenda that covers new media and intelligence, best practices in corporate social media management, a social media maturity model, and an outlook. It then discusses topics like social media monitoring, marketing, customer service, issue and reputation management, and provides examples from companies. Metrics for evaluating social media performance are presented. Throughout, it emphasizes the importance of developing social media strategies and managing social profiles in an integrated way to optimize business benefits.
Peter Gentsch - Welcome to the real business: Management, Utilization and Integration of Social Media for business
1. Welcome to the real Business!
Management, Utilization and Integration
of Social Media for Businesses
2. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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3. Corporate Social Media Management
Loop: Turning social media into actions
Social Media Cockpit Listen
Influencer
1:1
Objective
Setting
Trends
Preferences
Insights
Products ….
Social Media
Scorecard
Act Analyze
Influencer Marketing Intervention
Social Commerce
Service Interaction Seeding
Testing Campaigning
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4. The true value of Social Media….
Facebook makes the difference…there seem to be different
likes, social graphs, ……
Person 1 Person 2
Born 1948; grew up in Born 1948; grew up in
England England
Married the second time Married the second time
2 children 2 children
successful in business successful in business
Wealthy Wealthy
Spend their winter Spend their winter
holidays in the Alps holidays in the Alps
Likes dogs Likes dogs
Prince Charles Ozzy Osbourne
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5. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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6. Corporate Social Media Management:
Best Practices
Social Media Marketing
Social Media Service
Social Media Issue &
Reputation Management
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11. Turning data into insight and insights
into actions
Recommendation
KPI Recommendation Share = Positive Own Brand Mentions made by Opinion Leaders e.g. Bosch > Makita
(weighted per source relevance) Positive Mentions of all brands made by Opinion Leaders 0,4 > 0,3
Action Standard Reality Check Target: Increase
Recommendation
Compare If own share smaller than share of main
Awareness competitors and underperforming
- = own share smaller
Share with according to actual market position:
share of main
actual Take measures:
competitors
Market
Position: e.g.
Am I Under- - Identification of power poster &
= own share bigger or Over- recommendation relevant topics!
+
share of main Performing? - Get in contact with opinion leaders!
competitors
12. Social Media Monitoring beyond Share of
Buzz and Tonality
Social NPS
Brand Perception Index
Product Quality Index
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13. Social Media Marketing triggered by
communication events
Welcome when checked Welcome of 100.000
in on fourthsquare Facebook Fan
User retention post
when user “unlikes”
Thank you post for
brand ambassador
Welcome/
Congratulation Post
Thank you becoming a
“Fan”
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14. Social Media Marketing Management Systems:
Smart and active communication based on
events and triggers
Detection of communication events Definition of events
Action of users
– Retweets
– Likes, Shares
– App usage …
Crossing a KPI
threshold
– Channel KPIs
– Authors KPIs
– Buzz KPI
– Sentiment
combination
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20. Business Metrics for Social Media
Customer Service
Inquiries Complains
# Inquiries received # Complains received Customer
# Inquiries answered # Complains resolved Service
# Leads generated out of # Leads generated out of
answered inquiries resolved complains
# sales done out of the # sales done out of the Sales
triggered leads stemmed triggered leads stemmed
from inquiries from complains
Reach of inquiries Reach of complains
Marketing
Findability of inquiries Findability of complains
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22. Shitstorms – overhyped or realistic worst
case scenario?
Emerging phenomenon
Daimler
ergo
Nestle
United
Airlines
British
Airways
Apple
WalMart
Jamba
KFC
2004 2005 2006 2007 2008 2009 2010 2011 2012
23. Corporate Social Media Intelligence:
Issue/ Early Warning Systems
room for action
Early Warning Indicator
Issue Likelihood Index
Virality Index
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25. KPI comparison of the Shitstorm
KPI Definition Wiesenhof Ergo Deutsche Deutsche
Bahn - ICE Post - E-
Postbrief
Number of storm days1 Emerging entries via normal Buzz, 10 39 30 32
however less than at peaks
Number of peak days2 Days with extreme Buzz 6 17 7 10
appearances
Peak timeframe3 Duration in days from the first to last 18 79 64 71
peak
Source increase Percentage increase in the number
(in comparison with pre-phase) KPI patterns reveal early -24%
+264%
of sources where the business is
+92% -42%
named
Author increase warning indicators!
Percentage increase in the number1.853% +153% +136% +8%
(in comparison with pre-phase) of users commenting above average
User-Participation-Rate4 Activation of the user mass media
(on the most important press / news report generator to distribute and
platforms) 0,05 0,17 0,10 0,58
comment (0 minimum activation up
to 1 maximum activation)
Sentiment development5 Tonality changes based on the -0,08 -0,02 -0,15 +0,01
(in comparison with pre-phase) normal value
Definition of critical virality KPIs which permit an early estimation.
(e.g. increase in websites, increase in authors, posts in the first 2 hours, tonality in the first 2 hours, etc.)
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26. Der Fall Gutjahr – Reaktionen auf die Reports and
Social Media Goverance: Processes,Reaktionen der
DP DHL
Guidelines
Standardized Process
27. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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28. Social Media Excellence Club – Powered by B.I.G.
http://www.social-media-excellence.com
Participating Companies
Quarterly meetings since 2010
for corporate users about the
main topics of Social Media
Goals: exchange of experience/
optimisation of the use of social
media applications in
companies
Creating joint solutions for
critical issues and key
challenges
Exclusive and confidential
exchange of information
Participating companies include
German and international Blue
Chips
„Great event, highly interesting „The format was just great!“
„Today, I attended one of the best
discussions and people. Thank you
conferences ever: the meeting of the
B.I.G. for the invitation.“
Social Media Excellence Initiative“
Mirko Lange, Talkabout Emily Coley, E-Plus
Corinna Conradi, Deutsche Bank
29
29. Social Media Maturity Model: A systematic approach
to developing successful Social Media Management
Web 2.0
Integrated
Business
Enterprise 2.0
reactive active interactive adaptive
Explorer Optimizer Enabler Champion
$
tactical strategic
Business Impact
Investments
Customer Centricity
……
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30. Social Media Maturity Model:
Degree of maturity and phase models
No dedicated Social Media strategy Social Media strategy for individual Area holistic; goals exist; Social Company holistic: uses and goals are
areas; strategies are communicated Media as an enabler for stronger integrated into business
less; Social Media is operated in market oriented business design / planning, Social Media as an enabler
isolation management; strategy is for new business models;
communicated in a targeted way strategically wide communication
Fundamentally (event driven) single Sales based on the strategy; content Efficiency of implementation is Fast feedback system between
actions with other media is exchanges; tools
implemented Systematic as-it-is analysis
checked; fast reaction to new
specifications, systematic
implementation of IT tools & content
strategy and implementation for rapid
adjustment, integrated CMS with
integrated Social Media
through dynamic qustionaire
sharing
Improvised tasks and responsibilities; Individual employees assume Social Area holistic agreement of Company-wide and independent
no matched technical areas.. No Media activities (other responsibilities, dedicated Social Media Organization;
clear match with legal. channels), training offered. First personnel, areas & budgets; integration into performance
meetings with legal. guidelines /mandatory trainings management. Dedicated legal
implemented. Dedicated legal concept (with certification).
concept.
No monitoring system; possibly Professional monitoring system for Real time monitoring, campaigns and Systematic use of results for the
different freeware tools used continuous monitoring competitor monitoring; integration business; integration with other
(uncontrolled tool selection) with a focus on issue and brand with other applications systems
tracking
No analysis, no reporting Simple reports and analyses for Reporting is differentiated according Integrated scorecard reports;
technical departments to stakeholders; expanded business predictive Social Media Analytics;
characteristics; integration of KPIs Real time Analysis / Reporting;
into business scorecards; Social systematic use of Social Media
Media scorecard; expanded analysis results for
business decisions
Individual, non matched interactions Professional, tool supported Professional, tool supported Expansion of long tail; global
(fragmentation) interaction concentrated on customer interaction into other areas and interaction concept; automation of
service (Twitter and Facebook); channels; proactive interaction the interaction
passive interaction
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31. Social Media Readiness and Maturity:
Assessment and benchmark based on internal
and external perspective
Model Champion
Computer
Social Media MaturityEnabler (SM3)
Internal perspective
Retail
Utility
You?
Optimizer
? Automotive
Insurance
Explorer
Social Media Monitoring & Measurement (Basement Measurement)
Low Medium High
External perspective
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32. Agenda: Management, Utilization and
Integration of Social Media for Businesses
00 New Media – New Intelligence?
01 Corporate Social Media Management - Best Practices
02 SM3 Model: Roadmap and Social Media Maturity Model
03 Summary & Outlook
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33. The data privacy debate – it
depends on the perspective!
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34. For feedback and further
information:
Prof. Dr. Peter Gentsch
Founder & CEO
Business Intelligence Group GmbH
Charlottenstr. 24
10117 Berlin
+49 (0) 30 896 778 87 0
+49 (0) 177 453 453 0
www.intelligence-group.com
gentsch@intelligence-group.com
35. Digital Media Excellence –
Empowering Companies for digital leadership!
dmEX –
Best of Breed Network
Research-
Akademie
Working-
Summit
Labs
Labs
& mehr
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