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April	
  2012	
  
Page 1 | © 2012 MINDJUMPERS. All rights reserved.
Discussion	
  
               Ques2ons	
  
                 Feedback	
  
                   Input	
  
       	
  

              #ITUSMM	
  
	
  




              Page 2 | © 2012 MINDJUMPERS. All rights reserved.
Social	
  Media	
  Management	
  
          Objec2ve	
  of	
  the	
  lecture	
  
To	
  share	
  how	
  Mindjumpers	
  work	
  with	
  
        social	
  media	
  management	
  




          Page 3 | © 2012 MINDJUMPERS. All rights reserved.
Two	
  business	
  units	
  under	
  the	
  Social	
  Media	
  Group	
  




                                   Page 4 | © 2012 MINDJUMPERS. All rights reserved.
Key	
  numbers	
  for	
  MINDJUMPERS	
  community	
  end	
  2011	
  




                              Page 5 | © 2012 MINDJUMPERS. All rights reserved.
Mindjumpers – Social Media Agency




•      The	
  agency	
  operates	
  in	
  Northern	
  Europe	
  with	
  a	
  main	
  presence	
  in	
  the	
  Nordic	
  	
  
	
  
•      Have	
  in	
  just	
  3	
  years	
  become	
  a	
  leading	
  full	
  service	
  social	
  media	
  agency	
  in	
  the	
  Nordics	
  
	
  
•      Profitable	
  and	
  based	
  on	
  organic	
  growth	
  
	
  
•      Key	
  offering	
  is	
  to	
  help	
  companies	
  and	
  brands	
  organize,	
  manage	
  and	
  engage	
  in	
  social	
  
       media	
  

	
  

                                                  Page 6 | © 2012 MINDJUMPERS. All rights reserved.
We	
  enable	
  companies	
  to	
  strategic	
  develop	
  and	
  execute	
  interna2onal	
  social	
  
 media	
  ini2a2ves	
  in	
  a	
  structured,	
  	
  quality	
  assured	
  and	
  cost	
  effec2ve	
  way	
  
            across	
  markets	
  with	
  focus	
  on	
  crea2ng	
  effect	
  and	
  value	
  



                                  Page 7 | © 2012 MINDJUMPERS. All rights reserved.
Securing	
  offering	
  through	
  proven	
  and	
  structured	
  process	
  


         Organize	
  
         •    Secure	
  quality	
  and	
  best	
  prac2ce	
  in	
  
              community	
  management	
  across	
  
              markets/countries	
  




         Manage	
  &	
  Measure	
  
         •    Secured	
  through	
  training,	
  procedures,	
  
              guides,	
  manuals	
  and	
  key	
  performance	
  
              measurement	
  




         Engage	
  
         •    Secure	
  	
  
                •  Brand	
  consistent	
  
                •  Social	
  media	
  authen2c	
  
                •  High	
  responsive	
  
                •  Na2ve	
  speaking	
  
                •  Quality	
  assured	
  
                …	
  Community	
  management	
  	
  

                                                     Page 8 | © 2012 MINDJUMPERS. All rights reserved.
Social	
  Brands	
  Build	
  Sustainable	
  Rela2onships	
  
     Why	
  not	
  take	
  advantage	
  of	
  the	
  impressions	
  you	
  have	
  already	
  made?	
  	
  
     Build	
  and	
  strengthen	
  the	
  rela2onships	
  you	
  have	
  already	
  established…	
  	
  




                                                                                         Inves2ng	
  resources	
  in	
  building	
  social	
  
            Spending	
  on	
  tradi2onal	
                                               communi2es.	
  Growth	
  in	
  fan-­‐base	
  as	
  
            media/campaigns.	
  You	
  create	
                                          fans	
  share	
  and	
  become	
  ambassadors	
  
            awareness	
  about	
  you	
  brand	
  or	
                                   	
  
            product	
  in	
  a	
  limited	
  period	
  	
                                Seed	
  through	
  your	
  fans	
  to	
  create	
  
                                                                                         engagement	
  in/spread	
  of	
  your	
  new	
  
                                                                                         campaigns.	
  	
  
                                                   Page 9 | © 2012 MINDJUMPERS. All rights reserved.
Brand	
  loyalty	
  increases	
  through	
  social	
  media	
  
    Due	
  to	
  the	
  sheer	
  volume	
  of	
  consumers	
  who	
  are	
  ac2ve	
  in	
  social	
  media,	
  it	
  presents	
  a	
  huge	
  
    opportunity	
  for	
  brands	
  and	
  marketers	
  to	
  engage	
  and	
  reach	
  out	
  to	
  consumers.	
  	
  
    	
  
    Nearly	
  half	
  of	
  internet	
  users	
  have	
  joined	
  a	
  brand	
  community	
  and	
  the	
  benefits	
  are	
  significant:	
  


                                                                                                    By	
  developing	
  and	
  maintaining	
  Social	
  
                                                                                                    Media	
  communi2es	
  brands	
  progress	
  
           58%                              76%	
  	
  
           Like a brand                                                                             through	
  the	
  customer	
  engagement	
  
           because they are                 Have	
  never	
  	
                                     funnel	
  at	
  a	
  higher	
  pace	
  than	
  previously	
  	
  
           customers                        “un-­‐liked”	
  a	
  brand	
  	
  


           56%                             51%	
  	
  
           Would recommend                 Are	
  more	
  likely	
  to	
  
           it to others                    buy	
  the	
  brand	
  	
  

           Source: Survey amongst Facebook users by Chadwick
           Martin Bailey, 2011


                    Primary	
  strengths	
  of	
  Social	
  Media	
  




                                                          Page 10 | © 2012 MINDJUMPERS. All rights reserved.
Page 11 | © 2012 MINDJUMPERS. All rights reserved.
Page 12 | © 2012 MINDJUMPERS. All rights reserved.
?	
  
Organize	
  
Manage	
  
 Engage	
  
Measure	
  



Page 13 | © 2012 MINDJUMPERS. All rights reserved.
Great	
  a	
  clear	
  strategy	
  for	
  social	
  media	
  (high-­‐level)	
  




                                       Page 14 | © 2012 MINDJUMPERS. All rights reserved.
Set	
  clear	
  objec2ves,	
  targets	
  and	
  KPI´s	
  




                                      Page 15 | © 2012 MINDJUMPERS. All rights reserved.
Get	
  in	
  forma2on	
  


     Organiza2on	
  models	
  




                    
                                  
                                 
                                  
                                  
                    
                                  
                                 
                                  
                                  
         Decentralized
                       Centralized
                         Hub and                        Multiple Hub                        Holistic or
                                                                                    Spoke
                        and Spoke or                      “Honeycomb”
                                                                                                                   “Dandelion”




       *Research study conducted by Altimeter Group in 2011 amongst 140 companies (http://www.altimetergroup.com/research/reports/how-corporations-should-prioritize-social-
       business-budgets)


                                                           Page 16 | © 2012 MINDJUMPERS. All rights reserved.
The	
  Hub	
  and	
  Spoke	
  model	
  is	
  scalable	
  

     Enabling a hub and spoke model within an organisation have been proven* as the best scalable and
     secured way to get an organisation to work with social media.

     *Research study conducted by Altimeter Group in 2011 amongst 140 companies (http://www.altimetergroup.com/research/reports/how-
     corporations-should-prioritize-social-business-budgets)




      Hub
      The hub acts as the central control that is
      responsible for creating and distributing
      guides, guidelines, tools and systems,
      enabling the spokes to use social media in
                                                                                       Spoke	
                     Spoke	
  
      compliance with the social media strategy.
      The hub will often be managing the central
      initiatives.

      Spokes
      Spokes are the different departments or                              Spoke	
                    Hub	
                    Spoke	
  
      business units within the company that are
      either managing a social media initiative,
      content contributing or providing
      responses to community users.
                                                                                                       Spoke	
  




                                               Page 17 | © 2012 MINDJUMPERS. All rights reserved.
Start	
  with	
  the	
  essen2al	
  building	
  blocks..	
  


 Social Media Business Program




                                     Page 18 | © 2012 MINDJUMPERS. All rights reserved.
A	
  Social	
  Media	
  Manager	
  needs	
  great	
  organiza2onal	
  skills	
  



                                  Social Media Channel                                          Business Units
                                                                                                             Sales	
  Team	
  


                                                                                                              HR	
  
                                                    •  Publish
       Community                                    •  Monitor
        Members                                                                                           Marke2ng,	
  PA	
  and	
  
                                 Engage             •  Manage                                            PR/	
  Communica2on	
  


                                                                    •  Inform,
                                                                    •  Coordinate
                                                                                                          Legal,	
  Regulatory	
  
                                                                    •  Escalate Post
                                          Social Media              •  Content creation
        Listen and monitor the              Manager                                                         R&D	
  Team	
  	
  
        network, stakeholders
                                                                           •  Inform,
        and topics.                                   •  Plan                                                Customer	
  
                                                      •  Create                                             support	
  and	
  
                                                      •  Release                                           product	
  team	
  



                                                                                        Management	
  

                                  External Content
                                                                                19
                                    Contributors
                                   Page 19 | © 2012 MINDJUMPERS. All rights reserved.
Rolls	
  and	
  Responsibili2es	
  




                                     Social Media/   Marke2ng	
     PA	
  and	
  PR/	
       Customer	
  
                                                                                                                   Legal	
  
                                   Community Manager  Team	
      Communica2on	
             support/	
  
         Main Tasks                                                    Team	
              Product	
  Team	
  
         Listen

         Conversational Calendar

         Content Management


         Response Management

         Escalation Management

         Member & User Management


         Required Resources                 Daily            Weekly           Weekly        Weekly               Monthly




                                                                                 20
                                    Page 20 | © 2012 MINDJUMPERS. All rights reserved.
Planning,	
  Planning,	
  Planning	
  

                   Conversa9onal	
  Calendar	
  


         The communication activities on social media must be planned well in advance and at least 6 months
         ahead and should cover campaigns, competitions, events, or marketing themes/initiatives. As calendar
         will help you as a social media manager to align marketing efforts from marketing and communication
         and ensure that these are implemented in your online communication.

   Benefits:
   §      Ensures consistent communication
   §      Gives an overview of the activities planned
           throughout the year
   §      Ensures that all marketing activities are integrated
           to the extent that is intended
   §      Enables you to plan conversations around
           stakeholder passion points in advance – save
           resources

   In order to ensure synergy and avoid possible conflicts each
   department should deliver their individual activity calendars to
   the community manager, who will monitor all activities. The full
   calendar will be shared internally with departments to provide
   everyone with an overview.

                                           Page 21 | © 2012 MINDJUMPERS. All rights reserved.
Planning,	
  Planning,	
  Planning	
  

      Content Calendar

      •    Plan carefully how frequently messages should be posted; the rule of thumb is 2-4 status
           updates a week on a Facebook page.

      •    A great tool for content planning is a Content Calendar, which should always be planned two
           weeks ahead, and proofread by the community management team.




                                                                                             i.e.	
  
                                                    Post:	
                                  Spark	
  discussion	
  
                                          Text,	
  Image,	
  Video	
                         Go	
  viral	
  
                                            Ads,	
  Tab,	
  App	
                            Get	
  opinion	
  
                                                                                             Gather	
  insights	
  

                             Reference	
  to	
  
                                                                   Link	
  to	
  asset	
                    Internal	
  (FB	
  Tab,	
  Youtube)	
  	
  
                             Conversa2on	
  
                                                                      source	
                              External	
  (i.e.	
  Website)	
  
                               Calendar	
  




                                         Page 22 | © 2012 MINDJUMPERS. All rights reserved.
Create	
  a	
  flow	
  for	
  high	
  responsiveness	
  




                        Social Media channel                                Network, stakeholders and topics.
                                                        Monitor,	
  analyse	
  and	
  
                                                     evaluate	
  conversa2ons	
  and	
  
                                                               dialogues	
  




                                                       Social Media/
                                                     Community Manager
              Community
                                                                                                                    Moderation &
               Members
                                                                                                                    Response Protocols
                            Engage	
  and	
  Respond	
                                 Follow	
  and	
  Apply	
  




                                                                                              23
                                         Page 23 | © 2012 MINDJUMPERS. All rights reserved.
Create	
  clear	
  modera2on	
  and	
  response	
  protocals	
  

   You need to develop a moderation and response protocol for your initiative when engaging with
   community members. Use these guidelines to develop your own.




                                                                                 24
                                    Page 24 | © 2012 MINDJUMPERS. All rights reserved.
There	
  is	
  a	
  million	
  of	
  different	
  tools	
  out	
  there	
  –	
  what	
  is	
  right	
  for	
  your	
  
organiza2on?	
  




                                           Page 25 | © 2012 MINDJUMPERS. All rights reserved.
Social	
  Media	
  Management	
  tools	
  




                                Page 26 | © 2012 MINDJUMPERS. All rights reserved.
Inspira2on	
  on	
  how	
  to	
  use	
  sonware	
  and	
  services..	
  




            hkp://www.slideshare.net/jeremiah_owyang/smms-­‐report-­‐010412finaldran	
  




                                    Page 27 | © 2012 MINDJUMPERS. All rights reserved.
Enable	
  a	
  training	
  program	
  –	
  no	
  maker	
  how	
  difficult	
  it	
  might	
  seem	
  




                                    Page 28 | © 2012 MINDJUMPERS. All rights reserved.
jum p e rs
              om/Mind
       bo ok.c
Face
                    ump ers
 @Mindj
                 om/blog
            ers.c
   ind jump
  M

                                               @Klit_Nielsen	
  
                                               jonas@mindjumpers.com	
  

       Page 29 | © 2012 MINDJUMPERS. All rights reserved.

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Social media management_itu_20120418

  • 1. April  2012   Page 1 | © 2012 MINDJUMPERS. All rights reserved.
  • 2. Discussion   Ques2ons   Feedback   Input     #ITUSMM     Page 2 | © 2012 MINDJUMPERS. All rights reserved.
  • 3. Social  Media  Management   Objec2ve  of  the  lecture   To  share  how  Mindjumpers  work  with   social  media  management   Page 3 | © 2012 MINDJUMPERS. All rights reserved.
  • 4. Two  business  units  under  the  Social  Media  Group   Page 4 | © 2012 MINDJUMPERS. All rights reserved.
  • 5. Key  numbers  for  MINDJUMPERS  community  end  2011   Page 5 | © 2012 MINDJUMPERS. All rights reserved.
  • 6. Mindjumpers – Social Media Agency •  The  agency  operates  in  Northern  Europe  with  a  main  presence  in  the  Nordic       •  Have  in  just  3  years  become  a  leading  full  service  social  media  agency  in  the  Nordics     •  Profitable  and  based  on  organic  growth     •  Key  offering  is  to  help  companies  and  brands  organize,  manage  and  engage  in  social   media     Page 6 | © 2012 MINDJUMPERS. All rights reserved.
  • 7. We  enable  companies  to  strategic  develop  and  execute  interna2onal  social   media  ini2a2ves  in  a  structured,    quality  assured  and  cost  effec2ve  way   across  markets  with  focus  on  crea2ng  effect  and  value   Page 7 | © 2012 MINDJUMPERS. All rights reserved.
  • 8. Securing  offering  through  proven  and  structured  process   Organize   •  Secure  quality  and  best  prac2ce  in   community  management  across   markets/countries   Manage  &  Measure   •  Secured  through  training,  procedures,   guides,  manuals  and  key  performance   measurement   Engage   •  Secure     •  Brand  consistent   •  Social  media  authen2c   •  High  responsive   •  Na2ve  speaking   •  Quality  assured   …  Community  management     Page 8 | © 2012 MINDJUMPERS. All rights reserved.
  • 9. Social  Brands  Build  Sustainable  Rela2onships   Why  not  take  advantage  of  the  impressions  you  have  already  made?     Build  and  strengthen  the  rela2onships  you  have  already  established…     Inves2ng  resources  in  building  social   Spending  on  tradi2onal   communi2es.  Growth  in  fan-­‐base  as   media/campaigns.  You  create   fans  share  and  become  ambassadors   awareness  about  you  brand  or     product  in  a  limited  period     Seed  through  your  fans  to  create   engagement  in/spread  of  your  new   campaigns.     Page 9 | © 2012 MINDJUMPERS. All rights reserved.
  • 10. Brand  loyalty  increases  through  social  media   Due  to  the  sheer  volume  of  consumers  who  are  ac2ve  in  social  media,  it  presents  a  huge   opportunity  for  brands  and  marketers  to  engage  and  reach  out  to  consumers.       Nearly  half  of  internet  users  have  joined  a  brand  community  and  the  benefits  are  significant:   By  developing  and  maintaining  Social   Media  communi2es  brands  progress   58% 76%     Like a brand through  the  customer  engagement   because they are Have  never     funnel  at  a  higher  pace  than  previously     customers “un-­‐liked”  a  brand     56% 51%     Would recommend Are  more  likely  to   it to others buy  the  brand     Source: Survey amongst Facebook users by Chadwick Martin Bailey, 2011 Primary  strengths  of  Social  Media   Page 10 | © 2012 MINDJUMPERS. All rights reserved.
  • 11. Page 11 | © 2012 MINDJUMPERS. All rights reserved.
  • 12. Page 12 | © 2012 MINDJUMPERS. All rights reserved.
  • 13. ?   Organize   Manage   Engage   Measure   Page 13 | © 2012 MINDJUMPERS. All rights reserved.
  • 14. Great  a  clear  strategy  for  social  media  (high-­‐level)   Page 14 | © 2012 MINDJUMPERS. All rights reserved.
  • 15. Set  clear  objec2ves,  targets  and  KPI´s   Page 15 | © 2012 MINDJUMPERS. All rights reserved.
  • 16. Get  in  forma2on   Organiza2on  models   Decentralized Centralized Hub and Multiple Hub Holistic or Spoke and Spoke or “Honeycomb” “Dandelion” *Research study conducted by Altimeter Group in 2011 amongst 140 companies (http://www.altimetergroup.com/research/reports/how-corporations-should-prioritize-social- business-budgets) Page 16 | © 2012 MINDJUMPERS. All rights reserved.
  • 17. The  Hub  and  Spoke  model  is  scalable   Enabling a hub and spoke model within an organisation have been proven* as the best scalable and secured way to get an organisation to work with social media. *Research study conducted by Altimeter Group in 2011 amongst 140 companies (http://www.altimetergroup.com/research/reports/how- corporations-should-prioritize-social-business-budgets) Hub The hub acts as the central control that is responsible for creating and distributing guides, guidelines, tools and systems, enabling the spokes to use social media in Spoke   Spoke   compliance with the social media strategy. The hub will often be managing the central initiatives. Spokes Spokes are the different departments or Spoke   Hub   Spoke   business units within the company that are either managing a social media initiative, content contributing or providing responses to community users. Spoke   Page 17 | © 2012 MINDJUMPERS. All rights reserved.
  • 18. Start  with  the  essen2al  building  blocks..   Social Media Business Program Page 18 | © 2012 MINDJUMPERS. All rights reserved.
  • 19. A  Social  Media  Manager  needs  great  organiza2onal  skills   Social Media Channel Business Units Sales  Team   HR   •  Publish Community •  Monitor Members Marke2ng,  PA  and   Engage •  Manage PR/  Communica2on   •  Inform, •  Coordinate Legal,  Regulatory   •  Escalate Post Social Media •  Content creation Listen and monitor the Manager R&D  Team     network, stakeholders •  Inform, and topics. •  Plan Customer   •  Create support  and   •  Release product  team   Management   External Content 19 Contributors Page 19 | © 2012 MINDJUMPERS. All rights reserved.
  • 20. Rolls  and  Responsibili2es   Social Media/ Marke2ng   PA  and  PR/   Customer   Legal   Community Manager Team   Communica2on   support/   Main Tasks Team   Product  Team   Listen Conversational Calendar Content Management Response Management Escalation Management Member & User Management Required Resources Daily Weekly Weekly Weekly Monthly 20 Page 20 | © 2012 MINDJUMPERS. All rights reserved.
  • 21. Planning,  Planning,  Planning   Conversa9onal  Calendar   The communication activities on social media must be planned well in advance and at least 6 months ahead and should cover campaigns, competitions, events, or marketing themes/initiatives. As calendar will help you as a social media manager to align marketing efforts from marketing and communication and ensure that these are implemented in your online communication. Benefits: §  Ensures consistent communication §  Gives an overview of the activities planned throughout the year §  Ensures that all marketing activities are integrated to the extent that is intended §  Enables you to plan conversations around stakeholder passion points in advance – save resources In order to ensure synergy and avoid possible conflicts each department should deliver their individual activity calendars to the community manager, who will monitor all activities. The full calendar will be shared internally with departments to provide everyone with an overview. Page 21 | © 2012 MINDJUMPERS. All rights reserved.
  • 22. Planning,  Planning,  Planning   Content Calendar •  Plan carefully how frequently messages should be posted; the rule of thumb is 2-4 status updates a week on a Facebook page. •  A great tool for content planning is a Content Calendar, which should always be planned two weeks ahead, and proofread by the community management team. i.e.   Post:   Spark  discussion   Text,  Image,  Video   Go  viral   Ads,  Tab,  App   Get  opinion   Gather  insights   Reference  to   Link  to  asset   Internal  (FB  Tab,  Youtube)     Conversa2on   source   External  (i.e.  Website)   Calendar   Page 22 | © 2012 MINDJUMPERS. All rights reserved.
  • 23. Create  a  flow  for  high  responsiveness   Social Media channel Network, stakeholders and topics. Monitor,  analyse  and   evaluate  conversa2ons  and   dialogues   Social Media/ Community Manager Community Moderation & Members Response Protocols Engage  and  Respond   Follow  and  Apply   23 Page 23 | © 2012 MINDJUMPERS. All rights reserved.
  • 24. Create  clear  modera2on  and  response  protocals   You need to develop a moderation and response protocol for your initiative when engaging with community members. Use these guidelines to develop your own. 24 Page 24 | © 2012 MINDJUMPERS. All rights reserved.
  • 25. There  is  a  million  of  different  tools  out  there  –  what  is  right  for  your   organiza2on?   Page 25 | © 2012 MINDJUMPERS. All rights reserved.
  • 26. Social  Media  Management  tools   Page 26 | © 2012 MINDJUMPERS. All rights reserved.
  • 27. Inspira2on  on  how  to  use  sonware  and  services..   hkp://www.slideshare.net/jeremiah_owyang/smms-­‐report-­‐010412finaldran   Page 27 | © 2012 MINDJUMPERS. All rights reserved.
  • 28. Enable  a  training  program  –  no  maker  how  difficult  it  might  seem   Page 28 | © 2012 MINDJUMPERS. All rights reserved.
  • 29. jum p e rs om/Mind bo ok.c Face ump ers @Mindj om/blog ers.c ind jump M @Klit_Nielsen   jonas@mindjumpers.com   Page 29 | © 2012 MINDJUMPERS. All rights reserved.