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The process of becoming a Social Brand – Designing a Social Management Platform (SMP) Most brands today are faced with the task of creating a platform that not only grows their brand awareness externally, but drives their internal KPI's. Many, if not most have invested in the tools and resources to provide basic social media listening/engagement, however have little or no operational experience in integrating those assets across the Enterprise – connecting their investments to their Strategy – by creating an efficient Social Management Platform (SMP). This is the first of five presentations that walks the client [and or their strategic partners/technology providers] through the evolutionary process from a brand that listens to social…to a social brand/Center of Excellence via the SMP which encompasses Technology, Resources AND Process (management).
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azblue© 2014 AZBlue | www.azblueinc.com
SOCIAL MEDIA MANAGEMENT– PHASE 3BUILD
2.18.2014
azblue© 2014 AZBlue | www.azblueinc.com
THE EVOLUTIONARY PROCESS
1. Overview – Imagine!2. Social Management – Phase 1 (Design)3. Social Management – Phase 2 (Optimize)
– Deliverable: Operational Roadmap
4. Social Management – Phase 3 (Build)– Deliverable: Operational Management Document
5. Social Management – Phase 4 (Manage)– Deliverable: User Scenarios
6. Social Management – Phase 5 (Professional Brand-building)7. Social Management – Phase 6 (Sales)
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OPTIMIZE BUILD MANAGEDESIGN
azblue© 2014 AZBlue | www.azblueinc.com
THE EVOLUTION OF BRANDS & SOCIAL MEDIA MANAGEMENT
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Social Brand – Highly interactive and engaged brand uses social media to… • connect with consumers &
customers by anticipating their needs (based on previous)
• drive conversation with constant questions and engaging content
• provide a long-term platform to inspire advocacy and reward loyalty
• highlight the personality of the brand thru people & relationships (vs. corporations)
• connect consumer interaction to brand KPI’s/ROI
• continuously engages in dialog with consumers – not afraid to turn the power of thought to the community
• empower the consumer to speak • share information and provide
insider access• continuously understand the
changing landscape of their market, customer and competitor
• lead rather than follow the market
Social Marketer – Data driven brand uses social media to… • create, grow and manage user
communities• support paid media investment
through content calendars• measure marketing results thru
actions (clicks, likes, follows, shares)
• respond to issues that impact brand perception (Care & PR)
• occasionally start limited engagement with closed-ended comments
Social User – Activity-driven brand uses social media to… • measure traffic and sentiment• craft social tactics around user
generated actions (channels, clicks, sentiment)
• determine success metrics thru quantitative analysis
• reactively change tactics (rare to no engagement)
Social Monitoring Tools
Social Center of Excellence
Social Command Center
Profitability/Margin
No Risk/Reward - Safe Low Risk/Reward – Utilitarian High Risk/Reward – Interactive & Intuitive
Human
Technology
azblue© 2014 AZBlue | www.azblueinc.com
SOCIAL MANAGEMENT PLATFORM
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An integration of all Enterprise-wide social media technologies, processes and resources into a singular, social media management platform to
enhance the performance of the business, exceed KPI’s and maximize ROI in Social.
azblue© 2014 AZBlue | www.azblueinc.com
Before we start, a few questions first…
azblue© 2014 AZBlue | www.azblueinc.com
KEY DECISIONS NEED TO BE MADE BEFORE PROCEEDING…
• What is the function of the Center? – Lead or Support? – Issue Resolution or Read & Route?
• How will the SMP operate? – What is the standard “workflow” of the SMP (who and how are things managed?)– Will the Center be 7/24, 5/12 or 5/8?– What time zone will the Center be located?– If more than one Center, how they interoperate during shared hours?– What are the hand-off procedures?– Who “owns” the problem and is measured for completion/ success rates?– Are personnel full-time, shared or voluntary?– If shared, where does the budget come from?– Does the Center have Virtual capabilities?– What are the Business Continuity Processes required during outages (e.g. weather or physical
damage)?
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azblue© 2014 AZBlue | www.azblueinc.com
DEFINING ISSUES
• How is the Center going to be run? Internal, self-sustaining or as an outsourcing platform to individual Business Units?
• If the former…– How will it be funded?– Who makes up the team?– Are they full-time or part-time between their day job?– Do they need to be in the Center or are they remote?– What are the required skill-sets?– What are the job titles and compensation plans for career growth?– Objectives for management?– What type of training will they receive?– Does it have a separate, autonomous budget?– Reporting requirements?– What is the support process with outside teams e.g. IT, Security, HR and Strategic Partners?
• If the latter…– Who owns the resolution?– What are the commitments levels?– How is it staffed and funded?– How will it be managed in terms of reporting and objectives?
• What technologies, processes and resources exist today?• How will they be integrated?• How will integration be funded?• Who owns the decision-making process?
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azblue© 2014 AZBlue | www.azblueinc.com
SMP COMPONENTS
• The following are the basic elements of a Social Center:
– Technology – Platform and tools required to purchase or integrate into a fully-meshed, interactive portal…
• Listening, engagement, measurement, dashboards, internal reporting, CRM, content storage & administration
– Operations – Organizing & aligning existing internal working processes to work/collaborate holistically across the brand and strategic partners (AOR, suppliers, resellers etc.)…
• Listening, engaging, prioritization, content routing & creation, approvals, escalations, training & reports
– Resources – Determining the appropriate internal/external players for staffing & management…
• Skill sets, SME’s, scheduling, reporting structure & management
– Budget – What it costs to build, manage and grow the center based on all of the above.
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azblue© 2014 AZBlue | www.azblueinc.com
ARCHITECTURE
azblue© 2014 AZBlue | www.azblueinc.com
SMP: TECHNOLOGY (PORTAL)
• Building & integrating a real-time social management platform that allows for…– Listening, engagement, content management/publishing, social care,
administrative management & tracking, social CRM data collection, brand & reputation management, measurement and reporting
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SOCIAL INTERACTION
Social Listening Engagement Platform
SMP – Integrated Suite of “Plug & Play” Technologies & ToolsSocial Media Marketing
azblue© 2014 AZBlue | www.azblueinc.com
SMP: PROCESS (MANAGEMENT)
• The end-to-end Social Management process…
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1 2 3
GATHER FILTER AUTOMATE TRACK
4
MANAGE
6
CLASSIFY
5
• Continuous collection of data based upon preset parameters specific to the brand including products, competitors, business units and leadership
• Segment data by content, post metadata, author and channel
•Automated tagging, prioritization, routing & sentiment
• The integration of technology, resources and management processes to identify and manage I/Es that have an impact on the brand, employees, community or customers
•Manual assessment of I/Es once Alerts have been raised to determine the validity of the issue and confirm it requires additional management
•Decision-making process to determine what Issue/Events require to complete the management process e.g. tags (owner) & flags (level of severity)
• The process of resolving the Issue/ Event successfully to completion
•Analysis and documentation of the results of the management process, the SMP and the impacts/value to the Enterprise
•Using intelligence gained during the process to enhance performance going forward (technology, resources & management)
Issue/Event(I/E)
Issue/Event
REPORT
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OPTIMIZE
8
• Closed – Resolved• Closed – Unresolved• Closed – Continue to Monitor• Open – Requires Follow-up• Open – Continue to Monitor
Phase 2 – Issue/Event Resolution(Process + Resource Driven)
Phase 1 – Issue/Event Identification(Technology Driven)
SMP
azblue© 2014 AZBlue | www.azblueinc.com
SMP: RESOURCES (ASSETS)
• The three components of the SMP do not work independently requiring highly customized integration, to ensure each function (team) enhances the overall operational success of the platform.
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SMP Rep(Reports)
SMP Rep(Care)
SMP Rep(PR)
SMP Rep(Marketing)
PlatformManagement
Conversation Routing
Business Intelligence
Channel Support
Vendors AgenciesStrategic Partners
Suppliers
Marketing
BusinessUnits
Legal
Care
HR
PR
Product
Business Intelligence
Sales
Security
Finance
Operations
SOCIAL MANAGEMENT TEAM
TECHNOLOGY TEAM
RESOURCE TEAM
azblue© 2014 AZBlue | www.azblueinc.com
SMP: DEVELOPING THE INTEGRATED LAYERS
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1. Classification Standards (Severity, Priority & Functionality)
2. Conversation Routing Process
3. Workload Management (Management and distribution of posts as received
4. Event Response & Escalation
5. Center Activity & Coordination (Product or Press Release) Proactive Planning
6. SME Acceptance & Resolution
7. Response Follow-up
RESOURCES (PEOPLE, ASSETS & BUDGET)
TECHNOLOGY (PLATFORM & TOOLS)
PROCESS (MANAGEMENT)
Level 1 Level 2 Level 3 Level 4 Level 5
azblue© 2014 AZBlue | www.azblueinc.com
OPERATIONAL WORKFLOW PROCESS
azblue© 2014 AZBlue | www.azblueinc.com
SMP: DAILY WORKFLOW
• SMP Management starts with the creation of a standardized, step-by-step workflow process that allows the customer to turn every Issue/Event into a simple, and cost effective management process
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azblue© 2014 AZBlue | www.azblueinc.com
PHASE 1: ISSUE/EVENT IDENTIFICATION
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1 2 3
GATHER FILTER AUTOMATE
Description on gathering process & tools
Description on filtering process & tools
Description on automation process & tools
Normal-mode Listening Issue/Event-mode Tracking
Issue/Event
Description on the Alert process when a threshold is crossed
An Issue/Event (I/E) is an occurrence that impacts the Enterprise that begins, is amplified or can be contained/resolved within social media channels. An I/E can be any of the following occurrences that that impact the brand, employees, customers, competitors and the community:• social media conversations about a products or• paid media events (Facebook or advertising)• man-made events (crime/terrorism/politics)• natural events (weather, fire)
When a threshold has been crossed for a predetermined period of time
(e.g. more than 15 minutes) or a keyword is triggered, Alerts are
issued instructing the SMP Team that I/E-mode Tracking (manual checking
& verification) begins
SMP
azblue© 2014 AZBlue | www.azblueinc.com
PHASE 2: ISSUE/EVENT RESOLUTION
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SMPR verifies the I/E as a trend (vs. anomaly) through a series of searches and cross-checks to
Description of resources required to complete this stage
SMPR checks the I/E to ensure it has been resolved, met the guidelines of the process (e.g. SLA) and reports final metrics
Description of resources required to complete this stage
SMPR uses the business intelligence gained through the I/E to enhance the SMP identification & resolution processes for similar events
Description of resources required to complete this stage
Issue/Event-mode Tracking
Issue/ Event
Standard
Non-Standard
TRACK MANAGE REPORT
7
OPTIMIZE
8
CLASSIFY
5
SMP
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azblue© 2014 AZBlue | www.azblueinc.com
TRACK: VERIFICATION
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4
2
Pre-defined Machine Alerts (see Technology Guideline Section below)1
Pre-defined Threshold (see Technology Guideline Section below)
Resources Required:
C
B
TBDA
TBD
TBD
Management Steps:
DTBD
TRACK
4
Issue/ Event
azblue© 2014 AZBlue | www.azblueinc.com
CLASSIFY: STANDARD ISSUE/EVENTS
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5
CLASSIFY
VALUEN
Y
ROUTE
MANAGE
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Level – 5
Level – 4
Level - 3
Standard
C
Pre-defined Management Alerts (see Technology Guideline Section below)A
Pre-defined Tags & Flags (examples in Management Guidelines below)
Resources Required:
No furtheraction
Pre-defined criteria on Standard vs. Non-standard I/Es based on SMP resourcesB
C
D
E
B
The I/E is evaluated as low severity and/or manageable in-house (using existing resources) and is labeled standard
A
Managing the I/E (commitment of resources) is deemed valuable to the brand to move on
Assign the Tag in the Admin section of the tool to ensure the appropriate action-owner is notified
Assign the Flag in the Admin section of the tool to ensure that the I/E is properly prioritized and handled based upon pre-set protocols
Route appropriate contacts based upon pre-set protocols and contact list (see next page) internally or externally
FOther steps taken include:– Management Alerts issued
– Log I/E accordingly to include timestamps, actions taken and contacts assigned
Management Steps:
azblue© 2014 AZBlue | www.azblueinc.com
CLASSIFY: NON-STANDARD ISSUE/EVENTS
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5
Brand
Competitive
Marketing
LEVEL - 3
Corporate
No furtheraction
Care
Disruptive/Threat
CLASSIFY
LEVEL - 2
FLAG TAG
VALUEN
Y
ROUTE
5
Non-Standard
MANAGE
6
Management Steps:
C
D
E
B
The I/E is evaluated as high-medium severity, requires support from outside the SMP (resource commitment) and is labeled non-standard
A
Managing the I/E (commitment of resources) is deemed valuable to the brand to move on
Assign the Tag in the Admin section of the tool to ensure the appropriate action-owner is notified
Assign the Flag in the Admin section of the tool to ensure that the I/E is properly prioritized and handled based upon pre-set protocols
Route appropriate contacts based upon pre-set protocols and contact list (see next page) internally or externally
FOther steps taken include:– Management Alerts issued
– Log I/E accordingly to include timestamps, actions taken and contacts assigned
LEVEL - 1
E
D
Pre-defined Risk/Reward (value) assessment guidelines and corporate buy-inC
Pre-defined Tags & Flags (examples in Management Guidelines below)
Pre-set process to obtain Senior Leadership approvals and Legal approvals where required/appropriate
Resources Required:
Pre-defined Management Alerts (see Technology Guideline Section below)A
Pre-defined criteria on Standard vs. Non-standard I/Es based on SMP resourcesB
azblue© 2014 AZBlue | www.azblueinc.com
CLASSIFY: ROUTING
• The next phase of the SMPs management responsibility is to route the issue (based on the set tags & flags) to the appropriate group contact (inside or outside of the SMP) based upon the predetermined protocols assigned during classification.
– Once the I/E has been classified the following steps are taken to route to the appropriate action owner:
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6
Non-Standard
MANAGE
6
CLASSIFY
5
3
2
Updated Contact List (see example in Resource Guideline section below) 1
Required Administrative rights
Required IT capabilities to complete Routing task (e.g. Telephone, Email, Skype Account, Teleconference equipment, Fax etc.)
Resources Required:
ROUTE
5
Standard
5
C
B
SMPR determines the appropriate contact (based on Tag) from the SMP Contact List (Example provided in Resource Guidelines Section below)
A
SMPR notifies the contact via pre-set guidelines (e.g. Email, Telephone, Fax etc.)
SMPR confirms I/E was routed appropriate and receipt confirmation obtained
DSMPR logs I/E accordingly to include timestamps, actions taken and contacts assigned
Management Steps:
azblue© 2014 AZBlue | www.azblueinc.com
MANAGE: STANDARD ISSUE/EVENTS
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6
6
MANAGE
6
CLASSIFY
5Engage
C
B
I/E is received and acknowledgedA
The SMPR engages appropriately using the SMMS/Engagement platform using pre-approved content
The actions are logged with date, time and steps taken
Management Steps:
Pre-approved content stored in a Data-vault or easily accessed online libraryA
Resources Required:
Administrative approval to engage from SMP Manager (SMPM)B
Notification process set up to alert SMPM that there are engagements requiring review and approval prior to release
C
Approval process set up in the tool to review, edit, approve and release the engagementD
Standard
azblue© 2014 AZBlue | www.azblueinc.com
MANAGE: NON-STANDARD ISSUE/EVENTS
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6
6
Non-Standard
MANAGE
6
CLASSIFY
5
PRIORITIZE
Escalate
SLA
Follow Up
C
D
E
B
TBDA
TBD
TBD
TBD
TBD
Management Steps:
C
B
TBDA
TBD
TBD
Resources Required:
azblue© 2014 AZBlue | www.azblueinc.com
MANAGE: ENGAGE
• Description
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6
Non-Standard
Engage
C
B
TBDA
TBD
TBD
Resources Required:
CLASSIFY
5Standard
C
D
E
B
TBDA
TBD
TBD
TBD
TBD
Management Steps:
MANAGE
6
azblue© 2014 AZBlue | www.azblueinc.com
REPORT: SMP PERFORMANCE RESULTS
• The final stage of the SMPs role in the I/E resolution management process (standard or non-standard) is to provide the resolution team/lead with progress, status and results of the issue until cataloged as closed or unresolvable.
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7
Standard
REPORT
6
Non-Standard
MANAGE
6
CLASSIFY
5
• Closed – Resolved• Closed – Unresolved• Closed – Continue to Monitor• Open – Requires Follow-up• Open – Continue to Monitor
C
B
TBDA
TBD
TBD
Resources Required:
REPORT
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C
D
B
Track the issue through the management process to determine I/E resolvedA
Provide Alerts & Notifications if issue has not changed
Assess the I/E to determine status and log the status when completed
Provide a daily, weekly, monthly and quarterly reports on aggregate results to each group as needed to measure success.
Management Steps:
azblue© 2014 AZBlue | www.azblueinc.com
OPTIMIZE: IMPROVING SMP FUNCTIONALITY & RESULTS
• As part of the continuous intelligent learning process, the SMP Team uses the data & lessons learned from each I/E resolution by incorporating it back into all three components to improve both performance and ROI.
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8
C
B
TBDA
TBD
TBD
Resources Required:
OPTIMIZE
83
AUTOMATE SMP
C
B
TBDA
TBD
TBD
Management Steps:
azblue© 2014 AZBlue | www.azblueinc.com
CLASSIFICATION STANDARDS
azblue© 2014 AZBlue | www.azblueinc.com
CLASSIFICATION STANDARDS
What• Create standards in which conversations are managed and assigned based on Severity/
Priority Flags and Functional Tags (e.g. Care vs. PR)
How• Conversations to be reviewed by overall traffic volumes and broken down into
percentages of totals by:– Type of severity, priority, ownership (e.g. Care or PR), actionability, time frame requires for
response
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• Conversations are then assigned a Level in which the following resolution process would take place– Needs immediate attention and escalation– Needs resolution in-house (Standard) or by SME Network (Non-Standard)
• KPI’s assigned to manage process
• Conversations are then tagged or assigned into folders within platform for management and assignment
azblue© 2014 AZBlue | www.azblueinc.com
FUNCTIONAL FLAGS – DEFINED
• What is the level of impact on the brand and the priority it should be assigned to resolve?
• Severity levels are assigned from 1-5 (from highest to lowest priority) and determine a specific protocol to follow, need for resource assignment and assists in support including escalation, follow up and executive sponsorship
• Function Flags– Severity 1 – Very High– Severity 2 – Medium High– Severity 3 - Average– Severity 4 - Low– Severity 5 – Little to none
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azblue© 2014 AZBlue | www.azblueinc.com
I/E CLASSIFICATION: FLAGGING
• The most important factor in determining next steps is to understand the severity/necessity or priority of the issue based on both negative and/or positive impacts:
Extremely high visibility or impact on people, brand or the corporation. Can either be negative issue (threat or loss) or positive issue (opportunity for Client)
High visibility or impact on people, brand or the corporation. Can either be negative issue (threat or loss) or positive issue (opportunity for Client)
Medium visibility or impact on people, brand or the corporation. Can either be negative issue (threat or loss) or positive issue (opportunity for Client)
Low to Medium impact on people, brand or the corporation. Can either be negative issue (threat or loss) or positive issue (opportunity for Client)
Low to no visibility or impact on people, brand or the corporation. Can either be negative issue (threat or loss) or positive issue (opportunity for Client)
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LEVEL - 3
LEVEL - 2
LEVEL - 1
LEVEL - 4
LEVEL - 5
azblue© 2014 AZBlue | www.azblueinc.com
FUNCTIONAL TAGS – DEFINED
• Is the conversation “ACTIONABLE”?• What is the nature of the conversation which determines which
resource will own and resolve?• Function Tags
– Products & Services– Offers– Account issues or Customer Management– Advocacy Programs
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azblue© 2014 AZBlue | www.azblueinc.com
I/E CLASSIFICATION: TAGGING
• Which of the following categories does the event align with:Disruptive Events/Threats – The I/E is specific to a Disruption or Threat to Client employees, facilities, assets or properties including the SMP and range from outages to Terrorist/Criminal threats.
Customer Issues – The I/E is specific to a customer problem, concern or opinion (Retention)
Corporate Issues – The I/E is specific to clients Corporate policies (e.g. Regulatory, Earnings, Leadership issues)
Competitive Issues – The I/E is specific to a clients competitors that provide an opportunity to drive new business
Marketing Issues – The I/E is specific to a clients marketing efforts (media and/or product)
Brand Trends – The issue/event are specific to a clients products & services (questions, problems and inquiries – Acquisition)
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Brand
Competitive
Marketing
Corporate
Care
Disruptive/Threat
azblue© 2014 AZBlue | www.azblueinc.com
CONVERSATION ROUTING PROCESS
What• Manage traffic per client Prioritization Classification standards.How• Posts are monitored real-time via the Social Media Portal (monitoring platform & tools)• Conversations are tracked and routed to appropriate folder • SMP Associate is notified via email that post has been assigned.• SMP Associate responds:
– Via direct response in Engagement Manager
– Use of pre-written/approved responses in Vault
– Cut and past URL to links
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• SMP Manager is notified and checks response and approves to release post.
• Reports Manager tracks daily/weekly results and produces snapshot reports
• Results are measured against KPI’s on monthly basis
azblue© 2014 AZBlue | www.azblueinc.com
RESPONSE FOLLOW-UP
What• Tracking resolution and measuring change
How• Responses are tagged for follow-up by SMP Associate when responding.• SMP Associate tracks based upon Prioritization assignment (e.g. Level 1 every 2-4 hours;
Level 2 every 4-8 hours etc.) • If continued conversation is monitored by Social Management (Conversation Routing)
Team post is reassigned back through process and SMP Associate is notified
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azblue© 2014 AZBlue | www.azblueinc.com
RESOURCES
azblue© 2014 AZBlue | www.azblueinc.com
CENTER ACTIVITY & COORDINATION
What• Develop an operational plan for resources and day-to-day functionality
How• Engagement Manager based upon client priority level standards.• SMP Manager reviews and categorizes as “Standard” • SRMC Associate receives posts (email notification or system flag) and takes action within
prescribed time period based upon Service Level of Prioritization assignment• SRMC Associate engages appropriate SME Network Support resource• SMP Associate completes engagement within allotted time and follows up as appropriate
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azblue© 2014 AZBlue | www.azblueinc.com
WHAT IS THE FUNCTION OF SMP FTES?
• Do-it-all– Classify and prioritize inbound posts– Respond directly to posts– Collect responses from SME network for posting– Ongoing monitoring and follow up
• Traffic control– Classify and prioritize inbound posts– Route to SME network for posting and resolution– Managing process to ensure SLAs met
• Hybrid
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azblue© 2014 AZBlue | www.azblueinc.com
SMP – BUDGET
• Developing a cost structure that covers building & day-to-day management of the center, processes and physical elements from power to content
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# SMP Associate[s] x # Hours x $X/HR = $X/Year
# SMP Manager[s] x # Hours x $X/HR = $X/Year
Resources x Unit Costs x $X/YR = $X/Year
Training x # Hours x $X/HR = $X/Year
Technology x 12 Months x $X/YR = $X/Year
Operational Overhead x 12 Months x $X/YR = $X/Year
Services (Optimization) x Fee Cost x $X/YR = $X/Year
Content Development x # Pieces x $X/YR = $X/Year
Total = $X/Year
azblue© 2014 AZBlue | www.azblueinc.com
WHAT ELSE???
• How many resources are required to perform “Day 1” based upon traffic loads?– Are there existing resources we can leverage on Day 1?– Should additional resources be hired to perform this function?
• Who provides back up for support?• Who has ownership/lead on specific posts?• What are the hours of the SMP? 5x9, 7x24?• What are the standards that the Center can measure in terms of daily volumes
(e.g. if the center creates KPI’s to address “X” percentage of Level’s 1-6, do they have the appropriate resources and escalation processes set up to be measured to those standards?
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azblue© 2014 AZBlue | www.azblueinc.com
NEXT STEPS…
azblue© 2014 AZBlue | www.azblueinc.com
WHAT’S NEXT?
• Begin testing each component of the SMP to ensure that they a) work and b) integrate well into the technology as well as the culture of the Enterprise!
• Phase 4 – Begin day-to-day operations incrementally to allow for adjustments and grow over time based on actual operational “lessons learned.”
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azblue© 2014 AZBlue | www.azblueinc.com
AZURITE BLUE INC.
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We are a consulting firm that has the experience and ability to help clients articulate their needs with regards to “all things social” from marketing to
operational design to management. Our strength is to analyze your need, assess your strengths and create an operational roadmap to get there!
Contact: Jim Clark – 908-305-8475
www.linkedin.com/in/azblue/
https://www.facebook.com/azblueinc