Data is of no use if you don’t know what to do with it. 2013 will see brands increasingly looking for social media data analysts who understand what to do with big data and how to use it for business results.

1. KINSHIP digital
Social Media Command Center Overview

2. “Big data is going to usher in an even more important
corollary industry - big interpretation. Our problem in
social media isn’t lack of data; it’s lack of understanding
how to make that data actionable. Most big data projects
and companies are only answering half the question, at
best.”
Jay Baer

3. Social Media Command Center
• KINSHIP
• Social Media Command Center
• Appendix
3

4. Our KINSHIP Values
1. Commitment: We care deeply about our employees, our customers,
our partners and our community. Our word is our commitment and
we will always act with integrity and transparency.
2. Creative Passion: Dedication and devotion are at the heart of every
great idea and we value creativity, not just productivity.
3. Relentless: An unparalleled focus on the success of our customers;
always working to co create value. The customer experience is at the
centre of everything we do.
4. Inspiration: Our greatest asset is our exceptional talent with a bias
for action. The ability to see solutions no one else sees, to dream of
innovations no else conceives, and to create a future no one else
can.
KINSHIPplaces its mission as "building successful social enterprises" for its clients and
pledges to use these values to guide that mission.
@Michae1Green

5. 5

6. 81% of consumers using social media say it's important for businesses to respond to
questions and complaints and within a reasonable amount of time.
• Most social customers don’t think of themselves as social customers
• Their behaviors are dynamic
• Conversations sprout everywhere – Twitter, Instagram, Pinterest, Facebook
• Social Customers are influential regardless of how many friends, fans and
followers they have
@Michae1Green

7. A Command Center is a physical space where Governments
and Companies coordinate to listen and engage their
citizens or market in social channels to achieve business
use cases in marketing engagement, customer care, risk
management [crisis management / ORM], or operational
efficiency of coordination and contact center deflection.
Jeremiah Owyang
Altimiter Group
@jowyang
@Michae1Green

8. CORE BUSINESS OBJECTIVES REMAIN THE SAME

9. OPERATIONAL
EXCELLENCE
INTERNAL
(employees)
EXTERNAL
(customers, partners, media)
THE SOCIAL BUSINESS
SALES/REVENUE
CUSTOMER ADVOCACY
PRODUCT FEEDBACK
COMMUNITY ENGAGEMENT
CUSTOMER/SALES SUPPORT
CUSTOMER SATISFACTION
COLLABORATION
KNOWLEDGE SHARING
SOCIAL ENABLEMENT
PROCESS
IMPROVEMENT
PRODUCT INNOVATION
EMPLOYEE ADVOCACY
SOCIALBRAND
1
2
4
3
@Michae1Green
The Stakeholder Ecosystem Value
Creation Model
@armano

10. Moving from Social Listening to Smart
Enterprise
10

11. @Michae1Green
Okay, Platforms, Process, People, Use Cases

12. Cross-Business Integration is Required
12

13. EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
CUSTOMER
SERVICE
• Rapid Social Support
Response
• Seamless Customer
Experience
• Peer-to-Peer Crowd-
sourced Support
DIGITAL
COMMUNICATIONS &
PR
• Online Reputation
Management
• Crisis Management
• Proactive PR/Comms
SOCIAL SALES
• Sales Insights
• Competitive Intelligence
• Lead Response Centre
DIGITAL MARKETING
• Social Marketing Insights
• Rapid Social Marketing
Response
• Social Campaign Tracking
• Social Event Management
@Michae1Green
Use Case Support

14. The Goal is Business Action
14

15. The 3 Pillars of the KINSHIP Command
Center Operations
PLATFORMS
Online Monitoring
Analytics Platform
Internal Collaboration
Community Platform
Social CRM PROCESS
Social Media Policies
Technology Integration
Support, Crisis & Sales Workflows
Measurement Framework & Rollout
Global & Enterprise Expansion PEOPLE
Behavior Change
Cross Silo Collaboration
Executive support & Participation
Organisational Models
Employee & Partner Participation
@Michae1Green

16. EVALUATE
RESEARCH SOCIAL
LANDSCAPE
ESTABLISH
A STRATEGY & TEAM
EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
LISTEN
• Identify listening and CRM
software
• Establish a social media
listening center
• Determine internal &
external topics
PLAN
• Create plan for employee
and partner training
• Process and collaboration
design
• Crisis coms and
customers support
escalation tree
ENGAGE
• Launch programs, events
and campaigns
• Manage internal
collaboration and
communication projects
• Expand teams and
channels globally
Kinship Process Models and Frameworks
• Define strategy (goals,
actions, KPIs)
• Identify the right teams,
stakeholders and emp
• Establish roles &
responsibilities
• Achieve buy-in from senior
leadership
• Establish Social
Architecture & a
measurement framework
• Conversation and
sentiment analysis
• Surveys, polls and
stakeholder interviews
• Data mining from social
channels
• Intelligence gathering Market
& Competitor)
• Social Architecture Review
• Identify Business Use
Cases and Benchmarking
@Michae1Green
Engagement through Proven Models and
Frameworks

17. You DO NOT want ANOHER one of THESE!
17

18. You DO want one of these: A team with style
18

19. KINSHIP digital command center
19

20. @Michae1Green
KINSHIP Real Time 24x7 Social Command Center

21. “Data is of no use if you don’t know what to do with it.
2012 will see brands increasingly looking for social media
data analysts who understand what to do with big data
and how to use it for business results.”
Marc Meyer

22. Kinship Digital Partnerships
@Michae1Green

23. @Michae1Green
Appendix
Additional information

24. Social Emergency Management Framework
• A holistic methodology
• Embraces all structures, people and technologies
• Thorough planning, practice and preparation for a crisis
• In partnership with Jane Jordan-Meier
 8 Phases
 Begins with Assessment
 Includes scaling & risk – phase 4
 Practice strategies – phase 5
 Virtual Operations Support Teams
 Continuous improvement loop
@Michae1Green

25. Evaluate the Social Landscape
@Michae1Green
EVALUATE
RESEARCH SOCIAL
LANDSCAPE
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 COE is to create an assessment, learning where (on what platforms)
a respective ecosystem is engaged.
KINSHIP four quadrant assessment methodology includes the following groups:
- Customer mapping and field assessment
- Brand analysis
- Partner and alliance analysis
- Competition analysis
The evidence based assessment identifies 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.
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.

26. Establish Social Strategy & Team
@Michae1Green
ESTABLISH
A STRATEGY & TEAM
Strategy Hexagon
The KINSHIP Strategy Framework for Center of Excellence. Unlike the traditional top down
corporate strategies, the social strategy framework KINSHIP leverages integrates 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 evidence based research assessment (see Four Quadrant Assessment
Model) and geared towards a cross functional social market engagement.
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 is based on the establishment of a Social
Media Center of excellence.
Decentralized Centralized Hub and Spoke Multiple Holistic
*Organization structure models from Altimeter Group
* Examples of Organizational Structures

27. @Michae1Green

28. @Michae1Green
EXECUTE
OPERATIONALISE THE SOCIAL BUSINESS CENTER OF EXCELLENCE
Social Presence Model Social Media Planning Model Advocacy Model Social media ROI calculation
method
The Social Presence Model
aids brands and their teams
to create a sustainable and
trustful presence in the social
web. Listening ensures
business teams are where
their customers are.
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.
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.
Effectively covering paid,
owned and earned initiatives.
The KINSHIP ROI model is a
true financial ROI. The ROI
model takes incremental
revenue from social
engagement based
interaction relative to the
cost of those interactions.
Execute
Listen Plan Engage

29. How The Center of Excellence Integrates
Within The Organisation
STRATEGY & USE CASE DEFINITION EXECUTION MEASUREMENT
Marketing&OrganisationalReadiness
Training
Policies
Technology
Content Plan
SocialIntegration
MeasurementFramework&Reporting
Campaigns &
Initiatives
General
Community
Management
Paid, Owned
and Earned
Media
Customer
Support
Competitor,
Market &
Campaign
Reporting
Maturity Model
(CMM)
Benchmarking
Customer
Management
Insights
PR and
Corporate
Communications
(ORM)
Customer
Support
Marketing &
Product/Service
Operations
Ecosystem
(Partners,
Influencers
Industry)
Engagement
Social Media Center of Excellence
Knowledge Management & CMM Best Practice Sharing
@Michae1Green
Sales and
Revenue
Generation

30. 30
CONTACT
Michael Green
mike@kinshipdigital.com
@michae1green
+61 422 300 296