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Radian6
Monitoring and
Engagement
Playbook
Table of Contents

                                       Slide
Introduction                           3-6
Objectives                             7
Topic Profile Setting and Details      8
Workflow                               9 -16
Macros in Engagement Console           17
Escalation                             18
Posts Assignment                       19 - 21
Engagement                             22 - 30
Reporting                              31


7/30/10   - Copyright © 2010 Radian6             2
Intro: Social Media, the Radian6 Way

The soul of engagement is quite simple: Connect with people to build
relationships that are mutually beneficial and emotionally fulfilling.
That’s not a hard concept to grasp; in fact, it’s in our very nature to do
this, as social beings. But when you put engagement in the context
of the social web, then tack business use onto the end, quite a few
questions and concerns pop up that can make the thought of
engagement on a company-wide – or even department-wide – scale
overwhelming at best.

In today’s world, though, online engagement can’t be ignored or
brushed under the rug. It needs to be welcomed with open arms, but
not without caution – it’s okay to put a microscope to engagement. In
fact, it’s necessary. Engagement is very much a personal thing, and
that means personal to your organization, too.



7/30/10   - Copyright © 2010 Radian6                                     3
Intro: Social Media, the Radian6 Way

In the business world, making sense of online engagement needs to
include discussions around employee engagement policies and
guidelines, the establishing of process around engagement that make
it scalable throughout your organization, and, most importantly, and
the framing up of what engagement actually means in the context of
your business.

This playbook is part of our own engagement strategy and is tailored
specifically to Radian6 internal processes that include the use of our
dashboard and Engagement Console. We wanted to share this with
you to a.) get you thinking about how your own engagement process
might come together, and b.) help you understand the real nuances
of company engagement on a very granular level.




7/30/10   - Copyright © 2010 Radian6                                     4
Intro: Social Media, the Radian6 Way

Before we let you dig in, though, it’s important we lay out some
additional context and caveats for this playbook:

•  As stated above, our internal process, and thus our playbook,
   leans heavily on the use of our own tools, and is tailored to make
   sure we’re meeting our own goals and objectives for social media
   engagement. Your goals and monitoring tools might differ, and
   that needs to be taken into consideration when planning your own
   engagement strategy. To that end, take this playbook as an
   example and inspiration for your own plans. We’ll be generalizing
   some of the playbook content on our blog throughout the next
   month, to offer up a different, perhaps easier perspective for our
   community to think on.




7/30/10   - Copyright © 2010 Radian6                                    5
Intro: Social Media, the Radian6 Way

•  A good chunk of our monitoring strategy is focused on Twitter,
   because of the real-time, fast-paced nature of the platform. We
   do, however, have processes for fielding, assessing, and
   responding to blog and forum posts and other media types, and
   we’ll be sharing those processes with you on our blog, as well.

Do keep these couple things in mind as you move through this
playbook, and please make sure you reach out to us with any
questions or comments, either on our upcoming blog posts or by
emailing us at community@radian6.com. So, without further ado –
take a look and see how we manage our engagement.




7/30/10   - Copyright © 2010 Radian6                                 6
Objectives

Alert your company of issues as they occur, with sufficient detail
to quickly identify how to respond.


Understand the amount and nature of conversation surrounding
your company in the digital communications space.


Report and track metrics over time to measure the impact of your
company’s reputation and engagement in social media.


Understand the Competitive Landscape




7/30/10   - Copyright © 2010 Radian6                                 7
Topic Profile Settings and Details

In your topic profile configuration screen, select the languages you
want to monitor and all media types to cover as much feedback as
possible.

Topic Profile name                     Purpose

Your TP Name                           To track online mentions of your company with associated
                                       spellings

Your Company Alerts                    To track online mentions of keywords you want to be alerted
                                       about regularly.

Competitive Reporting                  To track online mentions of competitors with associated
                                       spellings.




7/30/10   - Copyright © 2010 Radian6                                                                 8
Workflow

Your company will monitor online conversations surrounding your
brand to determine if engagement/response is required.

On topic post is found



Operator reviews the content to answer the following questions:
•         What product are they discussing?
•         What is the theme of the conversation?
•         Can they be added to our CRM system as a contact/lead?
•         What is the source, and is it considered influential?
•         What is the general sentiment/tone?


7/30/10    - Copyright © 2010 Radian6                              9
Workflow

Engagement Stage Options
•  New Content Not reviewed – Default when an on topic post is
   found
•  Reviewed, Determining Best Response – Qualified post, assigned
   to appropriate employee for possible response
•  Recommend Follow up – To be managed by assignee
•  Commented, Awaiting Reply – To be managed by assignee
•  Commented Closed -- To be managed by assignee
•  Referred – To be managed by assignee
•  Resolved, no further action required – To be managed by
   assignee
•  Reviewed, Closed, no response needed – To be managed by
   assignee


7/30/10   - Copyright © 2010 Radian6                            10
Workflow

Priority Options
Rating                                 Definition

No Priority Specified                  Standard on-topic post, default setting


Low                                    Interesting blog/forum post, general comments


Medium                                 On-topic post about competitor’s business/complaints/
                                       compliments

High                                   Potentially damaging, crisis




7/30/10   - Copyright © 2010 Radian6                                                           11
Workflow

Classifications – Assignee to code appropriately

Classifications are selected by assignee/traffic coordinator to
track the nature of online conversations

Classification                         Definition

Product Review                         Product feedback/review, including RT’s


Gen. Product/                          Passing mention
Company

Industry Discussion                    Industry conversations, including competitive references


Company Events                         Conferences & webinars

                                                                                     MORE ON NEXT PAGE


7/30/10   - Copyright © 2010 Radian6                                                                 12
Workflow
Classifications – Assignee to code appropriately PART 2

Classification                         Definition

Product Review                         Product feedback/review, including RT’s

Gen. Product/                          Passing mention
Company

Industry Discussion                    Industry conversations, including competitive references

Company Outreach                       Mentions by an employee/partner

Support/                               Existing customer support/troubleshooting inquiry
Troubleshooting

Recommendation/Ref                     Positive reference to using your product or service

Sales Lead                             Possible/potential lead

Partner/Reseller                       Mention by a partner/resellers customer


7/30/10   - Copyright © 2010 Radian6                                                              13
Workflow

Notes & Tags – What are they?
Type                                   Definition

Notes                                  To enter interactions with the customer/contact


Post Tags                              Used to provide a summary of the content


Source Tag                             Used in Radian6 to track a source when discussing on topic
                                       content




7/30/10   - Copyright © 2010 Radian6                                                                14
Workflow

Post Tag Examples
Post Tags                              Definition

#brandbowl2010                         To track online company events


blogwell2010                           To track conferences and events


solvisconsulting                       To be used to track a mention regarding a partner/
(partner/resellers name)               reseller



 ** All post tags should follow the lower case format
 ** Any new conferences/events should follow the format of <eventnameyear>, i.e. blogwell2010
 ** Any new online (twitter) or interactive events will begin with a # , i.e. #mtv2009 #brandbowl2010




7/30/10   - Copyright © 2010 Radian6                                                                15
Workflow

Source Tags Examples
Source Tags                            References / Definitions

companyemployee                        To identify an employee or employee of a partner/reseller

businessline1customer                  To identify a customer of one individual line of your
                                       business

businessline2customer                  To identify a customer of a different business line
saleslead                              Possible customer in communication with Sales
prospect                               To identify a new contact you’ve never talked to before
Influential Twitter Names              To identify a person as an influencer
(i.e. @chrisbrogan)

twitteraccountname                     To identify tweets from your company’s Twitter account




7/30/10   - Copyright © 2010 Radian6                                                               16
Macros in the Engagement Console

Macro Name                             Settings

Company Content                        Engagement Level: Reviewed, closed, no engagement required
                                       Classification Level: Company Content

Content from Your                      Engagement Level: Reviewed, closed, no engagement required
Employees                              Classification Level: Company Outreach
                                       Priority Level: Green Flag (Low)

Webinars                               Engagement Level: Reviewed, closed, no engagement required
                                       Classification Level: Company Event
                                       Sentiment: Positive
                                       Priority: Green Flag (Low)
                                       Post Tag: webinar
Company Event                          Engagement Level: Reviewed, closed, no engagement required
                                       Classification Level: Other

Quick Close                            Engagement Level: Reviewed, closed, no engagement required
(one for General                       Classification: Other
and one for Spam)                      Post Tags: general or spam


7/30/10   - Copyright © 2010 Radian6                                                                17
Escalation

Alert appropriate internal contacts of escalated/critical issues as they
occur with sufficient detail to quickly identify whether to respond.

Severity              Immediate ( 1 day )                         7 Days Issue Trend

High                                                              10+ med-hot temp posts/comments on a
                      Influential Blog, negative tone
                                                                  high authority site
                      Post going viral via social networks, med
                                                                  10+ unique users have the issue
                      or hot temp
                      A med or high temp customer post that
                      draws media attention

Medium                Influencer or high visibility forum post,   5+ or more med-hot temp posts/comments
                      med or hot temp                             on a high authority site
                      Post that compels 3+ other commenters
                      to share their negative customer            6-9 unique users have the issue
                      experience

Low                   Low influencer, hot temp with 12+
                                                                  5 unique users have the issue
                      comments, or 5+ unique comments


7/30/10   - Copyright © 2010 Radian6                                                                     18
Post Assignments

List of sample post assignments provided below. These should
be updated for your company as appropriate

User – email address                   Topic                          Common Classification
Customer Service/                      Customer Support, Technical    Support/Troubleshooting
Support                                Support, Troubleshooting

Product Management                     Enhancement recommendation     Product Review
Team

Lead Gen Team                          Expressed need for a demo/to   Sales Lead
                                       buy

Director of Community                  Community and overarching      Industry Discussion,
                                       industry conversations         Company Content

Corporate Community                    Corporate and brand            Industry Discussion,
Managers                               communities, niche industry    Company Content
                                       conversations

                                                                                        MORE ON NEXT PAGE
7/30/10   - Copyright © 2010 Radian6                                                                    19
Post Assignments
These should be updated for your company as appropriate - PART 2

User – email address                   Topic                              Common Classification

Senior Community                       Higher ed, Analytics, CRM          Industry Discussion,
Manager                                spaces and social media            Company Content
                                       conversations

Training Team                          Training and education for         Support/Troubleshooting
                                       product users

Event Manager                          Company event-focused              Company Event
                                       conversations
Executive Team                         Financial, speculation of sale,    Industry Discussion
                                       high-level business
                                       conversations, industry analysis

Agency Community                       Agency customers                   Industry Discussion,
Manager                                                                   Company Content
Content and Product                    Webinars, website content          Company Events,
Marketing                                                                 Company Content



7/30/10   - Copyright © 2010 Radian6                                                                20
Post Assignments

What to do when you’re assigned a post

1.  Review post and ensure that you are the right person to be
    handling it. (if not, re-assign to appropriate person)
2.  If responding publicly, follow the guidelines laid out in the
    Engagement section of this playbook.
3.  Copy your response in to the notes section of the post you are
    responding to if applicable.
4.  Update “Engagement Level” to reflect the current status of the
    post after your response/review.
5.  Make sure to follow up on any posts assigned to yourself that
    have not closed.



7/30/10   - Copyright © 2010 Radian6                                 21
Engagement

What to respond to:

•  Mentions of your company as part of presentations or events
•  Compliments of your product, service, or people
•  Recommendations or referrals to your products and/or
   services
•  Customer Service/Support issues or inquires
•  Sales leads of product inquires
•  Feature requests




7/30/10   - Copyright © 2010 Radian6                             22
Engagement

Examples of 140 character or less responses:

•  Thanks for the mention!
•  Glad we could help.
•  I’d be happy to to talk to you more about this.
•  Feel free to pass along any feedback you have.
•  Let me introduce you to our support/training team. They’ll be
   in touch to help you out.

** After a mention, compliment , etc. make sure to follow (if not following already) from your
   company account
** These are examples of what can be said, please do not resort to “copy/paste” answers as
   every response is different and should be treated that way.



7/30/10   - Copyright © 2010 Radian6                                                             23
Engagement

What you should not respond to:

•  Generic mentions among a sea of competitors, without
   commentary that’s positive or negative
•  Sarcastic, snarky or potentially inflammatory comments
•  Retweets of blog posts or news announcements, unless in low
   enough volume to respond individually
•  Tweets from webinars or other online events
•  Discussions/conversations between individuals that mention
   your company in passing in which your involvement could be
   perceived as intrusive

      MORE ON NEXT PAGE




7/30/10   - Copyright © 2010 Radian6                             24
Engagement

What you should not respond to: ( part 2 )

•  Posts in a language that you don’t have the appropriate
   understanding or resources to respond to
•  Posts/forum threads that require membership to respond to,
   unless it’s a customer service issue, negative post or
   misinformation you need to correct




7/30/10   - Copyright © 2010 Radian6                            25
Engagement

What not to say:

•  Unwarranted public apologies
•  Any details about future product enhancements
•  Any announcement regarding technical difficulties or service
   interruptions
•  Profanity or inappropriate subject matter
•  Reference to partners, customers, etc. that are not publicly
   known




7/30/10   - Copyright © 2010 Radian6                              26
Engagement

Twitter Favorites: What to favorite

•  Positive feedback/reviews from customers and prospects
•  Positive customer service comments

Twitter Favorites: What not to favorite

•  Profanity or inappropriate subject matter (even if it’s used positively)
•  Mentions from employee’s, partner’s, etc.

Twitter Favorites: How to favorite

•  Give a post tag of “favorite” and tag as favorite in your
   company’s Twitter account
7/30/10   - Copyright © 2010 Radian6                                          27
Engagement

Duties for “On-Duty” Employee:

•  Monitor “Alerts – Your Company” topic profile for all mentions
   of your company ** after hours/support shift to monitor for support/
          technical issues and high level inflammatory issues

•  Assign posts to appropriate team members for response and
   follow up
•  Email posts to partners & follow up on their engagement
•  Housekeep and close items (i.e. your own company posts)
•  Update Source Tags as needed
•  Ensure all users have reviewed/closed all posts they are
   assigned
•  Integrate information into your CRM system as needed

7/30/10    - Copyright © 2010 Radian6                                     28
Engagement

Monitoring Schedule

                           M               T           W           T           F          S         S
  9am-5pm           Community          Community   Community   Community   Community
                    Analyst            Analyst     Analyst     Analyst     Analyst

  5pm-9pm           Support            Support     Support     Support     Support     Support



 9pm-5am*           Support            Support     Support     Support     Support               Support




 * 9pm-5am monitoring if applicable to your company
** Community Analyst lunch time flexible depending on volume and day, community team
   members to provide support as needed




7/30/10   - Copyright © 2010 Radian6                                                                    29
Engagement
                                     Post
            Posted on Oct 20. 2009 at 10:02PM
            I’m trying to copy a widget and the recipient never receives it
                                                                                  Radian6support

                                                                                 Support Receives Post
                                                                                     assignment

                      Technical Support                                       Review Notes, source url, post
                                                                                        details
              Engagement stage- Reviewed
               determining best response                                        Edit Engagement stage as
                                                                                        necessary
            Classification- Customer Support
                                                                              Add notes/tags as necessary

                            Edit Notes/Tags
                                                                                      Resolve post
                   Somewhat Neg Sentiment
                                                                              Change engagement stage to
          Post assignment to Customer Support                                    closed when resolved




7/30/10    - Copyright © 2010 Radian6                                                                          30
Reporting

Escalation scenario – as required, based on Severity Alert Guidelines
•         Through post assignment and e-mails if need be


Weekly reports to give a quick summary of top issues and
competitor stance
•         In the form of an e-mail summary & copied dashboard available to anyone who
          expresses an interest


Monthly reporting to ensure Managed Listening Objectives are met
•         In the form of a slide deck complete with insight and summary points


Ad hoc reporting for topics of interest or after specific company
events
•         In either slide deck or dashboard format



7/30/10    - Copyright © 2010 Radian6                                                   31

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Radian6 Monitoring and Engagement Playbook

  • 2. Table of Contents Slide Introduction 3-6 Objectives 7 Topic Profile Setting and Details 8 Workflow 9 -16 Macros in Engagement Console 17 Escalation 18 Posts Assignment 19 - 21 Engagement 22 - 30 Reporting 31 7/30/10 - Copyright © 2010 Radian6 2
  • 3. Intro: Social Media, the Radian6 Way The soul of engagement is quite simple: Connect with people to build relationships that are mutually beneficial and emotionally fulfilling. That’s not a hard concept to grasp; in fact, it’s in our very nature to do this, as social beings. But when you put engagement in the context of the social web, then tack business use onto the end, quite a few questions and concerns pop up that can make the thought of engagement on a company-wide – or even department-wide – scale overwhelming at best. In today’s world, though, online engagement can’t be ignored or brushed under the rug. It needs to be welcomed with open arms, but not without caution – it’s okay to put a microscope to engagement. In fact, it’s necessary. Engagement is very much a personal thing, and that means personal to your organization, too. 7/30/10 - Copyright © 2010 Radian6 3
  • 4. Intro: Social Media, the Radian6 Way In the business world, making sense of online engagement needs to include discussions around employee engagement policies and guidelines, the establishing of process around engagement that make it scalable throughout your organization, and, most importantly, and the framing up of what engagement actually means in the context of your business. This playbook is part of our own engagement strategy and is tailored specifically to Radian6 internal processes that include the use of our dashboard and Engagement Console. We wanted to share this with you to a.) get you thinking about how your own engagement process might come together, and b.) help you understand the real nuances of company engagement on a very granular level. 7/30/10 - Copyright © 2010 Radian6 4
  • 5. Intro: Social Media, the Radian6 Way Before we let you dig in, though, it’s important we lay out some additional context and caveats for this playbook: •  As stated above, our internal process, and thus our playbook, leans heavily on the use of our own tools, and is tailored to make sure we’re meeting our own goals and objectives for social media engagement. Your goals and monitoring tools might differ, and that needs to be taken into consideration when planning your own engagement strategy. To that end, take this playbook as an example and inspiration for your own plans. We’ll be generalizing some of the playbook content on our blog throughout the next month, to offer up a different, perhaps easier perspective for our community to think on. 7/30/10 - Copyright © 2010 Radian6 5
  • 6. Intro: Social Media, the Radian6 Way •  A good chunk of our monitoring strategy is focused on Twitter, because of the real-time, fast-paced nature of the platform. We do, however, have processes for fielding, assessing, and responding to blog and forum posts and other media types, and we’ll be sharing those processes with you on our blog, as well. Do keep these couple things in mind as you move through this playbook, and please make sure you reach out to us with any questions or comments, either on our upcoming blog posts or by emailing us at community@radian6.com. So, without further ado – take a look and see how we manage our engagement. 7/30/10 - Copyright © 2010 Radian6 6
  • 7. Objectives Alert your company of issues as they occur, with sufficient detail to quickly identify how to respond. Understand the amount and nature of conversation surrounding your company in the digital communications space. Report and track metrics over time to measure the impact of your company’s reputation and engagement in social media. Understand the Competitive Landscape 7/30/10 - Copyright © 2010 Radian6 7
  • 8. Topic Profile Settings and Details In your topic profile configuration screen, select the languages you want to monitor and all media types to cover as much feedback as possible. Topic Profile name Purpose Your TP Name To track online mentions of your company with associated spellings Your Company Alerts To track online mentions of keywords you want to be alerted about regularly. Competitive Reporting To track online mentions of competitors with associated spellings. 7/30/10 - Copyright © 2010 Radian6 8
  • 9. Workflow Your company will monitor online conversations surrounding your brand to determine if engagement/response is required. On topic post is found Operator reviews the content to answer the following questions: •  What product are they discussing? •  What is the theme of the conversation? •  Can they be added to our CRM system as a contact/lead? •  What is the source, and is it considered influential? •  What is the general sentiment/tone? 7/30/10 - Copyright © 2010 Radian6 9
  • 10. Workflow Engagement Stage Options •  New Content Not reviewed – Default when an on topic post is found •  Reviewed, Determining Best Response – Qualified post, assigned to appropriate employee for possible response •  Recommend Follow up – To be managed by assignee •  Commented, Awaiting Reply – To be managed by assignee •  Commented Closed -- To be managed by assignee •  Referred – To be managed by assignee •  Resolved, no further action required – To be managed by assignee •  Reviewed, Closed, no response needed – To be managed by assignee 7/30/10 - Copyright © 2010 Radian6 10
  • 11. Workflow Priority Options Rating Definition No Priority Specified Standard on-topic post, default setting Low Interesting blog/forum post, general comments Medium On-topic post about competitor’s business/complaints/ compliments High Potentially damaging, crisis 7/30/10 - Copyright © 2010 Radian6 11
  • 12. Workflow Classifications – Assignee to code appropriately Classifications are selected by assignee/traffic coordinator to track the nature of online conversations Classification Definition Product Review Product feedback/review, including RT’s Gen. Product/ Passing mention Company Industry Discussion Industry conversations, including competitive references Company Events Conferences & webinars MORE ON NEXT PAGE 7/30/10 - Copyright © 2010 Radian6 12
  • 13. Workflow Classifications – Assignee to code appropriately PART 2 Classification Definition Product Review Product feedback/review, including RT’s Gen. Product/ Passing mention Company Industry Discussion Industry conversations, including competitive references Company Outreach Mentions by an employee/partner Support/ Existing customer support/troubleshooting inquiry Troubleshooting Recommendation/Ref Positive reference to using your product or service Sales Lead Possible/potential lead Partner/Reseller Mention by a partner/resellers customer 7/30/10 - Copyright © 2010 Radian6 13
  • 14. Workflow Notes & Tags – What are they? Type Definition Notes To enter interactions with the customer/contact Post Tags Used to provide a summary of the content Source Tag Used in Radian6 to track a source when discussing on topic content 7/30/10 - Copyright © 2010 Radian6 14
  • 15. Workflow Post Tag Examples Post Tags Definition #brandbowl2010 To track online company events blogwell2010 To track conferences and events solvisconsulting To be used to track a mention regarding a partner/ (partner/resellers name) reseller ** All post tags should follow the lower case format ** Any new conferences/events should follow the format of <eventnameyear>, i.e. blogwell2010 ** Any new online (twitter) or interactive events will begin with a # , i.e. #mtv2009 #brandbowl2010 7/30/10 - Copyright © 2010 Radian6 15
  • 16. Workflow Source Tags Examples Source Tags References / Definitions companyemployee To identify an employee or employee of a partner/reseller businessline1customer To identify a customer of one individual line of your business businessline2customer To identify a customer of a different business line saleslead Possible customer in communication with Sales prospect To identify a new contact you’ve never talked to before Influential Twitter Names To identify a person as an influencer (i.e. @chrisbrogan) twitteraccountname To identify tweets from your company’s Twitter account 7/30/10 - Copyright © 2010 Radian6 16
  • 17. Macros in the Engagement Console Macro Name Settings Company Content Engagement Level: Reviewed, closed, no engagement required Classification Level: Company Content Content from Your Engagement Level: Reviewed, closed, no engagement required Employees Classification Level: Company Outreach Priority Level: Green Flag (Low) Webinars Engagement Level: Reviewed, closed, no engagement required Classification Level: Company Event Sentiment: Positive Priority: Green Flag (Low) Post Tag: webinar Company Event Engagement Level: Reviewed, closed, no engagement required Classification Level: Other Quick Close Engagement Level: Reviewed, closed, no engagement required (one for General Classification: Other and one for Spam) Post Tags: general or spam 7/30/10 - Copyright © 2010 Radian6 17
  • 18. Escalation Alert appropriate internal contacts of escalated/critical issues as they occur with sufficient detail to quickly identify whether to respond. Severity Immediate ( 1 day ) 7 Days Issue Trend High 10+ med-hot temp posts/comments on a Influential Blog, negative tone high authority site Post going viral via social networks, med 10+ unique users have the issue or hot temp A med or high temp customer post that draws media attention Medium Influencer or high visibility forum post, 5+ or more med-hot temp posts/comments med or hot temp on a high authority site Post that compels 3+ other commenters to share their negative customer 6-9 unique users have the issue experience Low Low influencer, hot temp with 12+ 5 unique users have the issue comments, or 5+ unique comments 7/30/10 - Copyright © 2010 Radian6 18
  • 19. Post Assignments List of sample post assignments provided below. These should be updated for your company as appropriate User – email address Topic Common Classification Customer Service/ Customer Support, Technical Support/Troubleshooting Support Support, Troubleshooting Product Management Enhancement recommendation Product Review Team Lead Gen Team Expressed need for a demo/to Sales Lead buy Director of Community Community and overarching Industry Discussion, industry conversations Company Content Corporate Community Corporate and brand Industry Discussion, Managers communities, niche industry Company Content conversations MORE ON NEXT PAGE 7/30/10 - Copyright © 2010 Radian6 19
  • 20. Post Assignments These should be updated for your company as appropriate - PART 2 User – email address Topic Common Classification Senior Community Higher ed, Analytics, CRM Industry Discussion, Manager spaces and social media Company Content conversations Training Team Training and education for Support/Troubleshooting product users Event Manager Company event-focused Company Event conversations Executive Team Financial, speculation of sale, Industry Discussion high-level business conversations, industry analysis Agency Community Agency customers Industry Discussion, Manager Company Content Content and Product Webinars, website content Company Events, Marketing Company Content 7/30/10 - Copyright © 2010 Radian6 20
  • 21. Post Assignments What to do when you’re assigned a post 1.  Review post and ensure that you are the right person to be handling it. (if not, re-assign to appropriate person) 2.  If responding publicly, follow the guidelines laid out in the Engagement section of this playbook. 3.  Copy your response in to the notes section of the post you are responding to if applicable. 4.  Update “Engagement Level” to reflect the current status of the post after your response/review. 5.  Make sure to follow up on any posts assigned to yourself that have not closed. 7/30/10 - Copyright © 2010 Radian6 21
  • 22. Engagement What to respond to: •  Mentions of your company as part of presentations or events •  Compliments of your product, service, or people •  Recommendations or referrals to your products and/or services •  Customer Service/Support issues or inquires •  Sales leads of product inquires •  Feature requests 7/30/10 - Copyright © 2010 Radian6 22
  • 23. Engagement Examples of 140 character or less responses: •  Thanks for the mention! •  Glad we could help. •  I’d be happy to to talk to you more about this. •  Feel free to pass along any feedback you have. •  Let me introduce you to our support/training team. They’ll be in touch to help you out. ** After a mention, compliment , etc. make sure to follow (if not following already) from your company account ** These are examples of what can be said, please do not resort to “copy/paste” answers as every response is different and should be treated that way. 7/30/10 - Copyright © 2010 Radian6 23
  • 24. Engagement What you should not respond to: •  Generic mentions among a sea of competitors, without commentary that’s positive or negative •  Sarcastic, snarky or potentially inflammatory comments •  Retweets of blog posts or news announcements, unless in low enough volume to respond individually •  Tweets from webinars or other online events •  Discussions/conversations between individuals that mention your company in passing in which your involvement could be perceived as intrusive MORE ON NEXT PAGE 7/30/10 - Copyright © 2010 Radian6 24
  • 25. Engagement What you should not respond to: ( part 2 ) •  Posts in a language that you don’t have the appropriate understanding or resources to respond to •  Posts/forum threads that require membership to respond to, unless it’s a customer service issue, negative post or misinformation you need to correct 7/30/10 - Copyright © 2010 Radian6 25
  • 26. Engagement What not to say: •  Unwarranted public apologies •  Any details about future product enhancements •  Any announcement regarding technical difficulties or service interruptions •  Profanity or inappropriate subject matter •  Reference to partners, customers, etc. that are not publicly known 7/30/10 - Copyright © 2010 Radian6 26
  • 27. Engagement Twitter Favorites: What to favorite •  Positive feedback/reviews from customers and prospects •  Positive customer service comments Twitter Favorites: What not to favorite •  Profanity or inappropriate subject matter (even if it’s used positively) •  Mentions from employee’s, partner’s, etc. Twitter Favorites: How to favorite •  Give a post tag of “favorite” and tag as favorite in your company’s Twitter account 7/30/10 - Copyright © 2010 Radian6 27
  • 28. Engagement Duties for “On-Duty” Employee: •  Monitor “Alerts – Your Company” topic profile for all mentions of your company ** after hours/support shift to monitor for support/ technical issues and high level inflammatory issues •  Assign posts to appropriate team members for response and follow up •  Email posts to partners & follow up on their engagement •  Housekeep and close items (i.e. your own company posts) •  Update Source Tags as needed •  Ensure all users have reviewed/closed all posts they are assigned •  Integrate information into your CRM system as needed 7/30/10 - Copyright © 2010 Radian6 28
  • 29. Engagement Monitoring Schedule M T W T F S S 9am-5pm Community Community Community Community Community Analyst Analyst Analyst Analyst Analyst 5pm-9pm Support Support Support Support Support Support 9pm-5am* Support Support Support Support Support Support * 9pm-5am monitoring if applicable to your company ** Community Analyst lunch time flexible depending on volume and day, community team members to provide support as needed 7/30/10 - Copyright © 2010 Radian6 29
  • 30. Engagement Post Posted on Oct 20. 2009 at 10:02PM I’m trying to copy a widget and the recipient never receives it Radian6support Support Receives Post assignment Technical Support Review Notes, source url, post details Engagement stage- Reviewed determining best response Edit Engagement stage as necessary Classification- Customer Support Add notes/tags as necessary Edit Notes/Tags Resolve post Somewhat Neg Sentiment Change engagement stage to Post assignment to Customer Support closed when resolved 7/30/10 - Copyright © 2010 Radian6 30
  • 31. Reporting Escalation scenario – as required, based on Severity Alert Guidelines •  Through post assignment and e-mails if need be Weekly reports to give a quick summary of top issues and competitor stance •  In the form of an e-mail summary & copied dashboard available to anyone who expresses an interest Monthly reporting to ensure Managed Listening Objectives are met •  In the form of a slide deck complete with insight and summary points Ad hoc reporting for topics of interest or after specific company events •  In either slide deck or dashboard format 7/30/10 - Copyright © 2010 Radian6 31