Social Media Management - Professional Services Overview

Social Media Management - Professional Services Overview

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  © 2015 AZBlue| www.AZblueinc.com AZ SOCIAL MEDIA MANAGEMENT SERIES PROFESSIONAL SERVICES OPPORTUNITIES 1
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  © 2015 AZBlue| www.AZblueinc.com AZ MARKETING INTELLIGENCE: THE GAP BETWEEN BRANDS & TECHNOLOGY 2 “gray area” Brand Investments Brand Strategy, Goals & KPI’s How to integrate the top layer and bottom layers in a way that allows the Enterprise, as a whole, to function as one and maximize both investments and results? Creation of strategies based on existing Marketing Intelligence Investments to drive & manage Marketing Intelligence to focus on results in-line with KPI’s • Brands are purchasing/using social marketing platforms without totally understanding their capabilities/limitations Marketing Intelligence tools are not currently designed to the specific needs of the brand end-user!
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  © 2015 AZBlue| www.AZblueinc.com AZ MARKETING INTELLIGENCE CAPABILITIES – TODAY The Gap between Brands and Partner Sales Teams
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  © 2015 AZBlue| www.AZblueinc.com AZ THE GAP BETWEEN CUSTOMERS AND PARTNER SALES The Gap • Brands today don’t know what they don’t know and are unable to articulate their needs relevant to the platforms they use • Partner Sales Teams do not understand their customers business and cannot ask the right questions to design specific to their needs The Reason • Brands buy tools with standard data capture and presentation capabilities (dashboards and data import) without know what they can actually do while at the same time sales teams do not know enough of their customers business to ask the questions needed to make recommendations that will meet their needs – Example – Customer Care has different needs than PR or Marketing and yet they all receive the same data. • More importantly the data they do receive is not contextual in that it does not have “three dimensional” capability to say whether results are good or bad in context to other data it is being compared to – Example – Comparing FB Likes or Engagements of two different brands doesn’t necessarily mean success…it only means more investment in one area of the larger marketing landscape The Opportunity • Strategic Platform Service Providers should create or expand their professional services capabilities to include workshops and audits to better understand customer needs to advise them on the right solution vs. cookie-cutter, one-screen-fits-all approach 4
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  © 2015 AZBlue| www.AZblueinc.com AZ MARKETING INTELLIGENCE FUNNEL – HOW IT CAN WORK 5 Data Filtering Layer Analysis Layer Measurement Layer Planning & Activation Presentation Layer Routing Layer Facebook Twitter YouTube Google Facebook WebsitesBlogs Platforms used to buy paid media, publish, manage social media and/or listen to conversations that provide basic quantitative data e.g. Radian6, Tracx, Brandwatch, Facebook, Google, Hootsuite, Sprout, Spredfast etc. At this layer data is presented via dashboards sorted by basic categories e.g. likes, posts, sentiment, shares, PTAT, geographic location, channel, or click thru. Using the graphics available within the dashboards, brands make visual correlations between their brand status, campaigns and market trends in contrast to similar data captured about their competitors. Once the data has been captured and specific trends identified, it is imported into excel files for manual manipulation and comparison to other imported market research data to extract/make assumed correlations Ad hoc reports and graphics are then used to support brand strategies as well as measure success/ROI Once the data is collected from the platform it is manually assessed by type, severity, requirements and “actionability” (flagged & tagged) and routed to the appropriate owner for resolution • Brands are deeply invested in digital/social technologies to plan, execute, manage and measure marketing initiatives – If designed & optimized correctly, these assets can maximize the brands efforts to meet/exceed critical KPI’s Designing the right solution & capabilities to meet customer needs Opportunity Designing the right processes to get specific data to the right end- user Designing the right set of screens/dashboards to meet specific needs focused on KPI’s Collaborating with clients to create state of the art trending analyses abilities Collaborating with clients to create contextual reports that provide 3 dimensional insights Collaboration with clients to design & execute effective marketing based on specific trends
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  © 2015 AZBlue| www.AZblueinc.com AZ MARKETING INTELLIGENCE FUNNEL – HOW IT REALLY WORKS 6 Brands use basic tools to listen, manage communities, engage and publish data and collect basic quantitative data sorted by categories. This is where most brands assume that the data they need (or can access) is aggregated into basic graphs, word clouds, timelines etc. to assess trends Using the graphics available within the dashboards, brands make visual correlations between their brand status, campaigns and market trends in contrast to similar data captured about their competitors. Once the data has been captured and specific trends identified, it is imported into excel files for manual manipulation and comparison to other imported market research data to extract/make assumed correlations Ad hoc reports and graphics are then used to support brand strategies as well as measure success/ROI This is a key layer that is ignored by 99% of all brands and social technology providers because it is costly, requires manual intervention and is resource/time intensive so they move directly to the Presentation layer. • In reality, brands do not have the experience/knowledge to know how to use these platforms “contextually” or how to articulate to SaaS Partners how to design/customize them specific to their needs – At the same time, these Partners sales teams are not able to ask the right questions to get there Data Filtering Layer Analysis Layer Measurement Layer Planning & Activation Presentation Layer Routing Layer Facebook Twitter YouTube Google Facebook WebsitesBlogs Major gap between clients and service providers Issues Disconnect between data and client needs Trends determined on data that is not contextual Decisions made on data that is not contextual Measurements made on data that is not contextual
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  © 2015 AZBlue| www.AZblueinc.com AZ THE ROADMAP TO SUCCESS: MAPPING THE JOURNEY • Before the SMP can be created, the Brand must create a map of what [they envision] happens, what causes it, how it assessed and ultimately how it resolved & measured. 7 Efficiencies Best Practices SWOT Trend Identification Resources Solution Timelines Tracking Assessment Measurement OptimizationListening Negative social trending around brand detected Confirmation that an issue exists Determining the type and priority of the issue What is needed to resolve the problem What is required to execute a remedy Based on severity, when it will be resolved Determining if the solution is working Did the process meet the objectives. How well did the process work What lessons were learned to improve Who owns the Issue? What is the next step Trend or anomaly? Alarms triggered? Pre-set threshold? Impacting / Valid? Online? Offline? Positive? Negative? Value? ROI? Actionable? How severe? Support?SLA’s? Resources used well? Care PR Legal HR Marketing Skills? Budget? Content? Process? Engagement? People? Change?
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  © 2015 AZBlue| www.AZblueinc.com AZ CREATING THE RIGHT SOLUTION 8 OPTIMIZE BUILD MANAGE DESIGN Visualize the end-state Imagine • What is the purpose of the SMP? • What does success look like? • How will it work? • How will success meet/exceeds the needs of the Customer? • Who will run it on a day-to-day basis? • What assets do you have? • What assets do you need? • Who are the customers and what are their needs/expectations? • Will it be scalable to meet short-term and long-terms needs? Making it work! Creating the right platform • How does it work on Day 1+ ? • Is it running efficiently? • Are the customers happy? • Are they receiving value? • Can it be better? • What needs to be altered/added? • What is the growth plan? • Are the right skill sets in-place? • What technologies exist now? • Is there a workflow in-place? • How do you integrate existing investments into the platform? • What/who are the right complimentary tools & partners • What are the priorities in terms of Day 1 production? • Who owns the process? • Is it internal, external or matrix managed? What does it need to get there? Ideation Creation Activation • What is in-place today? • What are the brands SWOT? • What current assets are available – tools, technology, people, training & content? • What investments have been made? • How are things done now (process)? • Are the KPI’s & Metrics applicable and measureable? • How is [will] success measured? • What is realistic?
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  © 2015 AZBlue| www.AZblueinc.com AZ PROFESSIONAL SERVICES – SMP DESIGN SOLUTIONS 9 Co-Manage Manage Consult Support Perform a Social Assessment of Client: • Processes • Tools/Technology • Content • Personnel • Reports Audits Create a document on assessing their Social: • Processes • Tools/Technology • Content • Personnel • Reports Provide Monthly Feeds: • Required Data fields to build ad-hoc SMP Performance Reports Deliver Benchmarks: • Performance Metrics • KPI Metrics • Objectives Metrics • Competitive SWOT • Industry BIP/Trends Performance Reporting Create/Design Reports: • Performance Metrics • KPI Metrics • Objectives Metrics • Competitive SWOT • Industry BIP/Trends Client SMP: • 2 Week Live “In the Chair” Training – Customer Site Deliver Training Programs: • SMP Workflow • Platform Configuration Training Create Training Programs: • Social Marketing • Social Care • Social PR • Social Sales Service Provider SMP: • 2 Week Live “In the Chair” Training - NYC Command Center: • Daily Operations Command Center: • Planning • Design • Build • Integration • Evolution/Upgrade SMP/COE Create Recommendations: • Technology Needs • Staffing Needs • Operational Processes • Workflow • SMP Evolution to COE • Business Continuity Command Center: • Daily Operations Lead workshops on: • Social Processes & Enterprise Integration Optimization Create Recommendations: • Enterprise Social Strategy (SMP/COE) • Organizational Integration Remote SMP? Design, Build & Run SMP with Client Team: • Tools/Technology • Content • Personnel • Reports Design, Build & Run SMP: • Tools/Technology • Content • Personnel • Reports Technology/ Platform Design & Recommend SMP: • Tools/Technology • Content • Personnel • Reports Design, Build & Support SMP Client Team: • Tools/Technology • Content • Personnel • Reports
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  © 2015 AZBlue| www.AZblueinc.com AZ PROFESSIONAL SERVICES – MARKETING INTEL SOLUTIONS 10 • Tools • Social Impact • Operational Processes Training • Tools • Operational Processes • Tools • Operational Processes • Customization • Understanding Trends • Correlation of Platform and Brand Metrics/KPI’s • Correlation of Platform and Brand Metrics/KPI’s • Report Development • Customized to customer current needs • Process Review • Audits – Content, Resources, Metrics, Technology Optimization • Process Review • Process Design • Process Review • Process Design • Customized to customer current needs • Customized to customer current needs • Customized to customer current needs • Needs Assessments • Process Review Workshops • Needs Assessment • Process Review • Resource Audits • Needs Assessment • Process Review • Needs Assessment • Process Review • Needs Assessment • Process Review • Customized to customer current needs • Service Provider specific Sales • Service Provider specific • Service Provider specific • Service Provider specific Data Filtering Routing Presentation Analysis Measurement Planning & Activation Professional Services • Enterprise Needs & Solution Design Consulting • Enterprise Needs & Solution Design • Enterprise Needs & Solution Design • Enterprise Needs & Solution Design • Enterprise Needs & Solution Design • Customized to customer current needs
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  © 2015 AZBlue| www.AZblueinc.com AZ PERFORMANCE REPORTS 11 Ad-Hoc Reports Trend Analysis – Ad-hoc report on specific issues that are trending and require resolution Event Timeline – Event timeline reviewing start and end of events and actions taken and timeframes each step of workflow occurred and was completed. Resolution Case Study – Detailed version of Timeline report with narrative for Enterprise-wide analysis and public sharing SMP Value Analysis – A comparative analysis of the issues (sentiment) before and after the issue has been resolved to determine the impact of the SMP process on the overall solution SMP Workload Measurements (Benchmarks) Sentiment Rate – Normal Mode Sentiment Levels to establish Alert Thresholds Alert Rate – Total Alerts raised Tracking Rate – Total Posts Tracked/Confirmed Qualification Rate – Total Posts Qualified by Standard & Non-standard) Value Rate – Total Posts Accepted & Not Accepted Categorization Rate – Total Posts Categorized by each Tag (e.g. Care, Brand etc.) Triage Rate – Total Posts Categorized by each Flag (e.g. Level 1, 2 etc.) Routing Rate – Total Posts Routed Escalations Rate – Total Number of Posts Escalated Follow Up Rate – Total Posts Confirmed & Tracked Engagement Rate – Total Posts Requiring Engagement Completion Rate – Total Posts Closed Non-Completion Rate – Total Posts Still Open SMP Performance/ MBO Metrics Confirmation Ratio - Ratio of posts Tracked & Confirmed vs. Total Alerts = % of the total Qualification Ratio – Ratio of posts qualified as Standard and Non-standard = % of the total Value Ratio – Ratio of posts qualified by each Value Assignment (Work/Don’t Work) = % of the total Categorization Ratio – Ratio of posts qualified by each Tag (e.g. Brand, Customer Care etc.) and expressed as a % of the total Triage Ratio – Ratio of posts qualified by each Flag (Level 1 - 5) = % of the total Routing Ratio – Total Number of Issues Routed by day or Category = % of the total Response Time (Avg.) – Average time per response to a) receipt, b) acknowledgement and c) resolution Escalation Ratio – Total number of posts escalated vs. normal routing and resolution posts expressed as a % of the total. Commitment Ratio – Total number of commitments met (Triage Level) vs. not met Commitment Scorecard – Total number of commitments met (by Priority and SLA) vs. not met expressed by a grade of “Fully Met,” “Partially Met” and “Missed.”
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  © 2015 AZBlue| www.AZblueinc.com AZ PERFORMANCE REPORTS 12 Ad-Hoc Reports SMP Workload Measurements (Benchmarks) SMP Performance/ MBO Metrics Completion Ratio – Total number of posts Closed vs. Open = % of the total Completion Scorecard – Grading System/Scorecard – Showing percentages of each of the five categories with A=Close Resolved and F= Open Unresolved First Post Resolution (FPR) – Total number of Issues resolved on first engagement vs. required follow-up = % of the total Resource Utilization – Ratio of Total Hours expressed as a percentage of each of the 5 Post Status’ (e.g. 32 Hours/Closed – Resolved Issues) Resource Productivity – Ratio of Total Expense/Budget expressed as a percentage of each of the 5 Post Status’ (e.g. $57/Closed – Resolved Issues) SMP Productivity – Ratio of Total Hours expressed as a percentage of Total Posts Tracked vs. Resolved (e.g. 32 Hours/Non-standard Issues or Engagements etc.) SMP ROI – Ratio of Total Expense/Budget expressed as a percentage of Total Posts Tracked vs. Resolved (e.g. $57/Non-standard Issues or Engagements etc.)
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  © 2015 AZBlue| www.AZblueinc.com AZ Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat – General Sun Tzu azurite blue inc. - we are a consulting firm that has the experience and ability to help clients articulate their needs with regards to “all things social,” and create an operational roadmap to get there! More importantly, we help design strategies that are based upon executable tactics and tactics that support achievable strategies! Contact: Jim Clark – 908-305-8475 [email protected] www.linkedin.com/in/azblue/