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Your social media team is falling short -- and it's not their fault. It's time to reevaluate your business objectives and SPARK across departments. Learn how to create a Social Media Forum that staffs for success.
THE !IM"POSSIBLE ROLE OF YOUR SOCIAL MEDIA MANAGER
How To Sta! for Social Media Success
Do you know this guy?
His job exists, but its ability to succeed does not.
$55,000$45,000-
Median pay for a Social Media Manager
Brands struggle with monitoring and measurements
said it’s due to lack of time
65%blamed lack of sta"ng
63%
78%of brands don’t plan to hire internally in
2013 for social media
Here’s why:
65%of companies use sta# to “do social media” on top of
their other duties.
When an employee works solely on social media, it’s on a team
of 3 or fewer.
57%don’t monitor the
competition
“We should be monitoring the competition but
don’t have the time.”
SOURCE: RAGAN & NASDAQ OMX CORPORATE SOLUTION SURVEY RESULTS, 2013
That role was born from a need... but is that need still the need?
Step back and take a look at your BUSINESS OBJECTIVES
More feedback on products before launch
Reduce customer service operational costs
Increase awareness/stickiness
of brand message
Change brand perception
Allow users to get more information before purchase
And what about the ones you haven’t thought of?
Increase morale within the company
Capitalize on real time events
Better understand the landscape of your
competition
Crisis management
It takes a village.
Introducing the SOCIAL MEDIA FORUM
SOCIAL MEDIA FORUM
StrategyrocessPctionAeviewRnowledgeK
The many skill sets needed for social media success:
SPARK across departmentsMarketing
GoalsTo increase awarenessof branding and marketing message
StrategyVP Marketing / Agency
ProcessCampaign Management, Content creation Voice, and Tone
ActionSM Communications Manager, Designers, Community Manager
Customer Service
GoalsTo reduce call volume to customer service / save costs
StrategyVP Customer Service
ProcessMonitoring tools,CS Schedules, FAQs,Training
ActionMonitoring tools,CS Schedules, FAQs,Training
Public Relations
GoalsTo improve the brand’s image
StrategyVP Marketing / Agency
ProcessSentiment Reports,SM Crisis Plan, Monitoring, Press lists
ActionPR Manager,Community Manager
C-Suite
GoalsTo show investorstremendous enthusiasmfrom consumers
StrategyCMO
ProcessExecutive Reports
ActionSM Communications Manager
HumanResources
GoalsTo connect employeesand improve morale
StrategyVP HR
ProcessMonitoring tools,CS Schedules, FAQs,Training
ActionMonitoring tools,CS Schedules, FAQs,Training
Research & Development
GoalsTo obtain feedback on current and futureproducts
StrategyVP Product Dev.
ProcessMonitoring tools,CS Schedules, FAQs,Training
ActionResearch Manager,Community Manager
Review Analysis can be done by a Business Analyst – looking at the intended goals and the tracking of success against those goals. Analysis can be done by examining back end data, social actions, and surveys.
Knowledge Using the key learnings from our initial e!orts, we will re"ne and perfect our upcoming SPARKs!
Marketing
GoalsTo increase awarenessof branding and marketing message
StrategyVP Marketing / Agency
ProcessCampaign Management, Content creation Voice, and Tone
ActionSM Communications Manager, Designers, Community Manager
Customer Service
GoalsTo reduce call volume to customer service / save costs
StrategyVP Customer Service
ProcessMonitoring tools,CS Schedules, FAQs,Training
ActionMonitoring tools,CS Schedules, FAQs,Training
Public Relations
GoalsTo improve the brand’s image
StrategyVP Marketing / Agency
ProcessSentiment Reports,SM Crisis Plan, Monitoring, Press lists
ActionPR Manager,Community Manager
C-Suite
GoalsTo show investorstremendous enthusiasmfrom consumers
StrategyCMO
ProcessExecutive Reports
ActionSM Communications Manager
HumanResources
GoalsTo connect employeesand improve morale
StrategyVP HR
ProcessMonitoring tools,CS Schedules, FAQs,Training
ActionMonitoring tools,CS Schedules, FAQs,Training
Research & Development
GoalsTo obtain feedback on current and futureproducts
StrategyVP Product Dev.
ProcessMonitoring tools,CS Schedules, FAQs,Training
ActionResearch Manager,Community Manager
Review Analysis can be done by a Business Analyst – looking at the intended goals and the tracking of success against those goals. Analysis can be done by examining back end data, social actions, and surveys.
Knowledge Using the key learnings from our initial e!orts, we will re"ne and perfect our upcoming SPARKs!
And now this poor guy becomes our hero!
But what about the costs?
To agency or not to agency?
Social media never sleeps... but your sta! needs to.
Thank You.
QUESTIONS?
Carrie KerpenCEOLikeable Media240 West 37th Street, 7th FlNew York, NY 10018P (212) 660-2458E [email protected]
