Methodologies

A methodical approach to a success oriented social media engagement

The Society3 Academy leadership team created methods, models, frame works for a strategic and cross functional approach to social media for business. The overall philosophy is based on these pillars:

– Social Media is an alternative way of doing businesses where customer and brand develop mutual benefits whereas the brand getting faster to the market with a more intense and therefor more stable customer relationship and the customer having a higher degree of influence in the long term product or service evolution and and a deeper level of trust in the respective organization.

– Social Media can’t be successful if only a hand full of people performing some social media activities for the social media sake and the rest of the company does business as usual. Customer engagement and advocacy is not stimulated by fancy campaigns but through a trustful and mutually beneficial collaboration.

– Empowering Product Management to crowd source feature requirements and involve advocates in a new product launch – and empowering sales in socially engage with any customer like the top sales people on a golf course – and empowering support organizations to integrate highly experienced customers in support activities – and empowering channel teams to leverage the large distribution channels to grow awareness and the level of mentions – that all together requires a thorough social engagement strategy.

The methods, models and frameworks are designed to support teams in Sales, Marketing, Support, Product Management, Human Resources/Talents, Procurement and other departments in their engagement to better collaborate with their customers and drive advocacy in their respective ecosystem.

Method

Description

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Four Quadrant Assessment Model

A model to efficiently assess a market or customer base from a social point of view. The first strategic step in a social media engagement is to create an assessment, learning where (on what platforms) a respective ecosystem is engaged. Our four quadrant assessment methodology includes the following groups:

– Customer mapping and field assessment
– Brand analysis
– Partner and alliance analysis
– Competition analysis

The assessment concerns about where people are in the social web, sentiment analysis, key interests and reflections. Only once a team is clear about what’s on top of the customer’s mind, it is able to adequately respond.

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The NCP Model

The NCP model is a foundation methodology to social media engagement: Network – Contribution – Participation
Network provides the reach
Contribution is the active engagement and content contribution over such networks
Participation is the positive or negative reflection of the contribution and the actual conversation. Conversation is the currency in social media.

Once the NCP model is implemented in a company’s market engagement strategy, it provides a self adjusting mechanism to all social initiatives.

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Strategy Hexagon

The Society3 Academy Strategy Framework. Unlike the traditional top down corporate strategies, developed in a small group and then rolled out to the market – hoping it works out, the social strategy framework of the Society3 Academy suggests integrating key constituencies of a market into the strategy development. The strategy is based on six (hexagon) core elements:
– Goal & Mission
– Benefits
– Actions
– Presence
– Resources
– Reporting

The strategy is based on a previous assessment (see Four Quadrant Assessment Model) and geared towards a cross functional social market engagement.

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Social Presence Model

The Social Presence Model is helping brands and their teams to create a sustainable and trustful presence in the social web. Business teams have to be where their customers are. It isn’t the “legal entity represented through a logo” that needs to have a social presence, but the brand represented through their teams. The Social Presence Model is a methodical approach to present a presence in alignment with the strategy and a reflection to the market in accordance to the assessment. Changing environments, evolving technology and migrating customer groups need to be part of a presence strategy model.

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Social Media Planning Model

The Social Media Planning model we developed is a way to build social media initiatives that bridge the oxymoron between creating highly creative and unique initiatives while remaining to be structured in a way that even a global team can use and adopt it, manage it and ensure its alignment with a strategy. Each initiative is “wired” into the strategy and assessment with a plausibility check, even if it is the wildest and most unexpected campaign.

Understanding the “anatomy of a buzz” is part of creating highly effective initiatives. Even though most programs are not necessarily fancy campaigns but more robust inititaives to create a better customer experience get faster and near real time market feedback, customer integrated product evolution (crowd sourcing) and more.

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Cross Functional Engagement Framework

Social Media is primarily a state of mind – not a campaign
The cross functional social media engagement framework provides the basis for a company wide social business engagement. It helps structure the social media leverage within a company so that the teams in sales, marketing, service & support, product management, HR, procurement and all other market facing departments are able to work in a concerted manner in the interest of the brand to the benefit of the customer. The SMS Team model suggest a social media service team based organization structure.

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Advocacy Model

Creating positive sentiments and an increasing level of conversations as well as recommendations, is the ultimate KPI (Key Performance Indicator) for a social business engagement. In today’s world the largest part of commercial decisions are so called “recommendation based purchase decisions”. Building a robust customer experience model that fuels advocacy is one of the key objective in social market engagement strategies. It goes hand in hand with having a presence strategy that empowers and inspires customers to have those conversations and an amplification strategy to amplify the content.

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Social media ROI calculation method

The SMACAD ROI model is a true financial ROI. The ROI model is calculating a social media ROI leveraging the above methods and principles. The ROI model takes incremental revenue from social engagement based interaction relative to the cost of those interactions. If the business is following a professional social engagement plan it can filter out accidental sales and non related purchase decisions.

Standardized Methods

The key benefits of the Society3 Academy methodologies

For Consultants:
– Based on experience (since 2003)
– Well thought out and structured so they are not difficult to apply
– Easy collaboration with other certified consultants
– The most comprehensive methodology foundation in the industry

For Project Owner
– A scalable model as many certified strategists can join a project and start collaborating with others
– Any SMACAD certified graduate can be integrated in a project and is productive right away
– Long term methodology maintenance and development through SMACAD certified strategists around the world.
– Industry independent methods applied by industry specific practitioner