Structuring a Social Media Team

1. How Organizations Structure Social Media Teams Depending on your company’s size, one person or a group of people will lead your social media efforts.

2. Customer Insight Group, Inc. Insight Strategy Execution • Systematic New Loyalty Program • Loyalty Audit • Loyalty Navigator • Custom Loyalty Workshop • Cause Marketing Exploration • Social Media Roadmap • Social Media Navigator • Custom Social Media Workshop • Data mining • Market research • Modeling • Profiling • Response analysis • Segmentation • Social media monitoring • Usage and attitudes • Audience targeted creative • Blogs • Content • Direct mail • E-mail design • Landing pages • Manage online conversations • Mobile marketing • Program management • Social media • Website design and content Customer Relationships – Engage. Keep. Grow.

3. Your Presenter Today Strategist. Leader. Innovator. • President of Customer Insight Group, a leading strategic social media agency • Digital Marketing Professor • 2009 Direct Marketer of the Year

4. Client Experience

5. What is social media marketing? • Social media marketing helps companies capitalize on cutting edge marketing techniques. • Allows marketers to utilize and profit from the use of web 2.0 platforms, such as blogs, podcasts, social networking sites, and other emerging marketing tools. • Social media differs from traditional media in that it involves two-way communication, where users are empowered to generate content. • Consumers today are social, and want to have conversations with your brand.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

9. Your social media team is crucial for achieving your social business goals.

11. How big is the team? Source: Ragan/NASDAQ Omx Corporate Solutions’ Report, Structuring a Social Media Team 82% work on teams of 3 82% work on teams of 3 or fewer. or fewer.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

13. What roles do you need team members to play? Role Primary Duty Job Social Strategist Leader and program manager. Responsible for the overall vision and accountability towards achieving business goals. Dedicated Community Managers Primarily outbound and customers facing. Serves as a liaison between community and brand. Dedicated Business Unit Liaison Primary duty of reaching out to business units and getting them to collaborate. Dedicated Education Manager Helps plan and organize social media education, practices, policies and resources. This is often a part-time role. Added to Existing Job Social Media Manager This team member manages several projects that may include launching programs, managing campaigns, and keeping teams on timelines. Straddles internal and external communications, directs resources and formulates program plans. Dedicated Social Analyst Uses brand monitoring, social analytics, web analytics and traditional marketing. Responsible for measurement and reporting. Dedicated Web Developer Provides dedicated assistance to help plan, brand, configure and integrate social technologies. Added to Existing Job Content Strategist Coordinates content strategies across the enterprise, customers, partners, advertising, corporate and social media content. Dedicated Digital Strategist Integrate social into all digital channels, both online, TV, and mobile. Added to Existing Job Agency Partners Agencies provide services for education, strategy, creative, content, management, community management, analytics, etc. Dedicated

14. How do companies integrate social media into organizational structure?

15. Organic • No one department manages or coordinates efforts. • No formalized structure • Employees efforts are not connected to others. Advantages Disadvantages • Looks authentic. • Employees across the company are involved. • Erratic customer experience. • Inconsistency in branded messages. • Social media efforts not tied to companies overall business objectives.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

16. Centralized • Centralized is often called the “tower” — a standalone group within a company that’s responsible for social media programs. • Social strategy is funneled up to one group for execution and management. Advantages Disadvantages • Consistent customer experience. • Coordinated resources. • Rapid response. • Regulated industries can implement and control the message. • Team sets the direction for the organization, schedules posts, oversees responses. • Message may appear as more “corporate” and less authentic. • May not capture the “voice” of employees. • Difficult to scale.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

17. Hub and Spoke • Cross-functional team represents multiple stakeholders across the company. • Hub is the enabler and not social “police”. Advantages Disadvantages • Consistent customer experience. • Facilitates resource sharing. • Central team is aware of what each department is doing and provides holistic experience. • Provides autonomy to business units. • Executive support is required. • More costly.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

18. Multiple Hub & Spoke “Dandelion” • Used in large multi-companies. • Companies within companies’ act nearly autonomously from each other under a common brand. Advantages Disadvantages • Business units have individual freedom to deploy. • Common experience is shared. • Hub is the enabler and sets guidelines for technology, measurement, training, workflow design and policies. • Requires constant communications from all teams to be coordinated. • Connecting lines to the hub maybe severed and information sharing not achieved.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

19. Holistic • All employees can participate. • Very few companies have the culture to be a social company. • Examples are Zappos and Dell. Advantages Disadvantages • Empowers work force to provide customer service and showcases company culture. • Each employees is empowered. • Organized and consistent branded voice. • Requires extensive employee training programs and internal support resources. • Complete commitment to being a social business is required.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

20. 10 tips to maximize results of your social media marketing 1. Shift thinking from having a “Social Presence” to supporting actual business objectives and engaging customers. 2. Align social media objectives with business objectives. 3. Develop a strategy to grow your community. 4. Develop a plan to manage and engage customers. 5. Encourage discussions and sharing. 6. Develop a content calendar and publish consistently. 7. Promote your social media presence. 8. Make it easy for customers to share. 9. Recognize and reward customer engagement. 10. Identify social interactions generating the most traffic.  2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

21. Questions? Sallie Burnett Customer Insight Group, Inc. Email: sallie@customerinsightgroup.com Website: www.customerinsightgroup.com Twitter: @sallieburnett LinkedIn Group: Customer Relationships — Engage. Keep. Grow

22. Resources LinkedIn Group http://linkd.in/LinkedInDiscussion InternetHowTo on Twitter http://twitter.com/internethowto Social Media Library http://www.customerinsightgroup.com/marketinglibrary Infographics http://www.customerinsightgroup.com/infographs Social Media Grader http://www.customerinsightgroup.com/marketinglibrary/social-media-grader How to Use Facebook for Business http://www.customerinsightgroup.com/facebook-pocket-guide