The right structure and leadership for social media at your organization is critical to achieving your social business goals. Now, after viewing this presentation, do you think your social media team is structured properly? If not, shoot me some questions and let’s discuss the ways you can organize resources and team members to maximize your success. Resources: LinkedIn Group - http://linkd.in/LinkedInDiscussion @InternetHowTo Twitter - http://twitter.com/internethowto Social Media Library - http://www.customerinsightgroup.com/marketinglibrary Infographics - http://www.customerinsightgroup.com/infographs Social Media Workshops - http://www.customerinsightgroup.com/custom-social-media-workshops Content Marketing - http://www.customerinsightgroup.com/content-marketing All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

1. How Organizations
Structure Social Media
Teams
Depending on your company’s size, one person or a group
of people will lead your social media efforts.

2. Customer Insight Group, Inc.
Insight Strategy Execution
• Systematic New Loyalty Program
• Loyalty Audit
• Loyalty Navigator
• Custom Loyalty Workshop
• Cause Marketing Exploration
• Social Media Roadmap
• Social Media Navigator
• Custom Social Media Workshop
• Data mining
• Market research
• Modeling
• Profiling
• Response analysis
• Segmentation
• Social media monitoring
• Usage and attitudes
• Audience targeted creative
• Blogs
• Content
• Direct mail
• E-mail design
• Landing pages
• Manage online conversations
• Mobile marketing
• Program management
• Social media
• Website design and content
Customer Relationships – Engage. Keep. Grow.

3. Your Presenter Today
Strategist. Leader. Innovator.
• President of Customer Insight Group, a
leading strategic social media agency
• Digital Marketing Professor
• 2009 Direct Marketer of the Year

4. Client Experience

5. What is social media marketing?
• Social media marketing helps companies capitalize on cutting
edge marketing techniques.
• Allows marketers to utilize and profit from the use of web 2.0
platforms, such as blogs, podcasts, social networking sites,
and other emerging marketing tools.
• Social media differs from traditional media in that it involves
two-way communication, where users are empowered to
generate content.
• Consumers today are social, and want to have conversations
with your brand.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

6. Where do buyers/influencers get
information about products?
6
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

7. What are the benefits of social
media for marketers?
7
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

8. How effective is social media in
achieving business objectives?
8
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

9. Your social media team is
crucial for achieving your social
business goals.

10. Who’s doing the work?
65% do social media on top
of their other duties.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

11. How big is the team?
Source: Ragan/NASDAQ Omx Corporate Solutions’ Report, Structuring a Social Media Team
82% work on teams of 3
82% work on teams of 3
or fewer.
or fewer.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

12. Who does the social media
team report to?
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

13. What roles do you need team
members to play?
Role Primary Duty Job
Social Strategist Leader and program manager. Responsible for the overall vision and accountability
towards achieving business goals.
Dedicated
Community
Managers
Primarily outbound and customers facing. Serves as a liaison between community
and brand.
Dedicated
Business Unit
Liaison
Primary duty of reaching out to business units and getting them to collaborate. Dedicated
Education
Manager
Helps plan and organize social media education, practices, policies and resources.
This is often a part-time role.
Added to
Existing Job
Social Media
Manager
This team member manages several projects that may include launching programs,
managing campaigns, and keeping teams on timelines. Straddles internal and
external communications, directs resources and formulates program plans.
Dedicated
Social Analyst Uses brand monitoring, social analytics, web analytics and traditional marketing.
Responsible for measurement and reporting.
Dedicated
Web Developer Provides dedicated assistance to help plan, brand, configure and integrate social
technologies.
Added to
Existing Job
Content
Strategist
Coordinates content strategies across the enterprise, customers, partners,
advertising, corporate and social media content.
Dedicated
Digital Strategist Integrate social into all digital channels, both online, TV, and mobile. Added to
Existing Job
Agency Partners Agencies provide services for education, strategy, creative, content, management,
community management, analytics, etc.
Dedicated

14. How do companies integrate
social media into organizational
structure?

15. Organic
• No one department
manages or coordinates
efforts.
• No formalized structure
• Employees efforts are not
connected to others.
Advantages Disadvantages
• Looks authentic.
• Employees across the company are
involved.
• Erratic customer experience.
• Inconsistency in branded messages.
• Social media efforts not tied to
companies overall business
objectives.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

16. Centralized
• Centralized is often called
the “tower” — a standalone
group within a company
that’s responsible for
social media programs.
• Social strategy is funneled
up to one group for
execution and management.
Advantages Disadvantages
• Consistent customer experience.
• Coordinated resources.
• Rapid response.
• Regulated industries can implement
and control the message.
• Team sets the direction for the
organization, schedules posts,
oversees responses.
• Message may appear as more
“corporate” and less authentic.
• May not capture the “voice” of
employees.
• Difficult to scale.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

17. Hub and Spoke
• Cross-functional team
represents multiple
stakeholders across the
company.
• Hub is the enabler and not
social “police”.
Advantages Disadvantages
• Consistent customer experience.
• Facilitates resource sharing.
• Central team is aware of what each
department is doing and provides
holistic experience.
• Provides autonomy to business units.
• Executive support is required.
• More costly.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

18. Multiple Hub & Spoke
“Dandelion”
• Used in large multi-companies.
• Companies within
companies’ act nearly
autonomously from each
other under a common
brand.
Advantages Disadvantages
• Business units have individual freedom
to deploy.
• Common experience is shared.
• Hub is the enabler and sets guidelines
for technology, measurement, training,
workflow design and policies.
• Requires constant communications
from all teams to be coordinated.
• Connecting lines to the hub maybe
severed and information sharing
not achieved.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

19. Holistic
• All employees can
participate.
• Very few companies have
the culture to be a social
company.
• Examples are Zappos and
Dell.
Advantages Disadvantages
• Empowers work force to provide
customer service and showcases
company culture.
• Each employees is empowered.
• Organized and consistent branded voice.
• Requires extensive employee
training programs and internal
support resources.
• Complete commitment to being a
social business is required.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

20. 10 tips to maximize results of
your
social media marketing
1. Shift thinking from having a “Social Presence” to supporting
actual business objectives and engaging customers.
2. Align social media objectives with business objectives.
3. Develop a strategy to grow your community.
4. Develop a plan to manage and engage customers.
5. Encourage discussions and sharing.
6. Develop a content calendar and publish consistently.
7. Promote your social media presence.
8. Make it easy for customers to share.
9. Recognize and reward customer engagement.
10. Identify social interactions generating the most traffic.
 2014 Customer Insight Group, Inc. All rights reserved. • www.customerinsightgroup.com • +1 303.422.9758

21. Questions?
Sallie Burnett
Customer Insight Group, Inc.
Email: sallie@customerinsightgroup.com
Website: www.customerinsightgroup.com
Twitter: @sallieburnett
LinkedIn Group: Customer Relationships — Engage. Keep. Grow

22. Resources
LinkedIn Group
http://linkd.in/LinkedInDiscussion
InternetHowTo on Twitter
http://twitter.com/internethowto
Social Media Library
http://www.customerinsightgroup.com/marketinglibrary
Infographics
http://www.customerinsightgroup.com/infographs
Social Media Grader
http://www.customerinsightgroup.com/marketinglibrary/social-media-grader
How to Use Facebook for Business
http://www.customerinsightgroup.com/facebook-pocket-guide