1. Info-Tech Research Group1 Info-Tech Research Group, Inc. Is a global leader in providing IT research and advice. Info-Tech’s products and services combine actionable insight and relevant advice with ready-to-use tools and templates that cover the full spectrum of IT concerns. © 1997-2014 Info-Tech Research Group Inc. Social Media World Class Operations - Impact Workshop

2. Info-Tech Research Group2 Beyond Practical Research – Workshops Get You To Results Workshops: Leverage Best-Practices Research and Get to Action Unlike other Research firms, we believe it’s important to help our members implement improvements. We offer a 40-hour workshop, which allows you to make systematic improvements to your core processes. Workshops are designed to help focus attention, create alignment, and ensure best practices are put to work at your organization. Our workshops help you get to immediate impact and results and are tailored to your situation and needs. Workshops: Focused on You Implementing Improvements The goal of each Capability Optimization Workshop is to create tangible benefits and clear improvements as a direct result of the workshop. Specific deliverables, goals, metrics, and outcomes are established for each workshop. Successful workshops will leverage our years of analyst experience and written research to provide an engaging experience that focuses on implementing and getting to measurable results. Each workshop begins by diagnosing the current state, and then focuses on designing high-impact improvements based on best-practices research. Three- and six-month follow-up will occur to ensure benefit realization. Info-Tech Workshops provide the best-practices and implementation support necessary to help an IT leader build a World Class IT Operation. Capability Optimization Workshop Diagnose Current State Right- Sizing Process Process Design Measuring Benefits Implementation Support

3. Info-Tech Research Group3 Don’t be fooled into thinking social media is a fad: you need to be in the social space – your customers are already there! Social media facilitates the creation and sharing of user-generated content. Social media has rapidly displaced traditional e-channels as consumers’ preferred method of interacting with each another and organizations. Companies must fish where the fish are. If your customers are social media savvy, having a strategy for leveraging these channels is imperative. Social media channels should be used to complement and strengthen existing customer interaction channels. The “social revolution” isn’t a phrase: social media is huge, and it’s here to stay.

4. Info-Tech Research Group4 Engagement Listening The Social Cloud Brand Management Reputation Management Recruitment Market Intelligence Lead Management CRM Suites Social Media Management Platforms IT (Supporting) Marketing Public Relations Sales Customer Service Human Resources Technology Processes People Proactive Service The Organization Social Media Governance (e.g. Social Media Steering Committee or Command Center) Social Media Governance (e.g. Social Media Steering Committee or Command Center) Compliance The Social Media Concept Model

5. Info-Tech Research Group5 An Overview of the Social Media Workshop ModuleGoalsOutcomes Module 1: Setting Your Business Objectives for Social Media Understand the business case for using social media across the organization Inventory your current social media efforts Gauge your current social media maturity Identify and prioritize top goals Social Media Current State Assessment Rank-Ordered Social Media Objectives Module 2: Leveraging Social Media for Marketing and Sales Effectively map and embed social media into marketing and sales processes Apply best practices for each domain Marketing Assessment and Social Media Business Plan Sales Assessment and Social Media Business Plan Module 3: Enable Customer Service Using Social Media Effectively map and embed social media into customer service processes to proactively serve your customer base Apply best practices for customer service Customer Service Assessment and Social Business Plan Social Media Acceptable Use Policy for Service Reps Module 4: Technology Enablement for Your Social Media Strategy Select and deploy an SMM and/or social- enabled CRM platform Develop procedures for a world-class social analytics program SMMP RFP and Demo Script Social Analytics Maturity Assessment Module 5: Social Media Governance and Change Management Create the right social media governance structures (e.g. the SM Steering Committee) Understand how to communicate change initiatives involving social media Social Media Steering Committee Charter Social Media Usage Policies Change Management Plan

6. Info-Tech Research Group6 Module 1 – Setting Your Business Objectives for Social Media Understand the social technology landscape 1.1 Harness the Social Media Value Proposition 1.2 Assess Current Social Media Efforts Inventory current social media initiatives Assess the current state for social usage Chart the rise of social for customer interaction 1.3 Set Social Media Objectives Set objectives for marketing, PR, sales, customer service, and human resources Understand the goal- setting process Place the organization on the maturity model Listen and engage through social media Leverage the power of social influencers Prioritize business objectives

7. Info-Tech Research Group7 Module 2 (part 1) – Leveraging Social Media for Marketing Build awareness and capture insights 2.1.1 Leverage Social Media for Marketing 2.1.2 Build a Social Channel Market Coverage Model Set brand-level objectives and prioritize Determine social-savvy target markets Engage and listen to your customers 2.1.3 Optimize Your Brand Message for Social Media Optimize your message by segment Tips for creating shareable messages Understand social media messaging Build the market coverage model Assess marketing’s maturity for social 2.1.4 Capture Market Insights through Social Channels Leverage social media for public relations Craft product insight workflows with social Use social media for marketing analytics

8. Info-Tech Research Group8 Module 2 (part 2) – Leveraging Social Media for Sales Assess sales’ maturity for social media 2.2.1 Use Social Media to Sell to Prospects and Customers Review objectives for selling with social media 2.2.3 Embed Social Media Channels into the Sales Process 2.2.4 Capture Data Across the Customer Life Cycle Identify points to embed social media Adapt messages for different decision makers Use social media to upsell DMs Keep CRM data fresh using social media Use social analytics for sales enablement Leverage social media across the sales lifecycle

9. Info-Tech Research Group9 Module 3 – Enable Customer Service Using Social Media Build a response plan 3.2 Incorporate Social Media into Customer- Initiated Service 3.3 Scan the Social Cloud for Proactive Service Opportunities Take advantage of proactive service Determine keywords and service coverage Improve customer- initiated service 3.4 Help Your Customers Help Each Other Rewards and recognition for peer-to- peer Set your peer-to-peer use case scenarios Use peer-to-peer support to manage costs Map proactive CS workflows Determine escalation policies and rules Promote your customer-initiated social media service Set a policy for CSKM Train customer service reps on social media 3.1 Execute Customer Service in a Social World Gauge current service maturity for social media Leverage social for different service types Examine different use cases for social media

10. Info-Tech Research Group10 Module 4 – Technology Enablement for Social Media Integrate SMMP with your CRM 4.1 Making the Case for an SMMP 4.2 Select a Social Media Management Platform Vendor Review Vendor Landscape Review RFP template and vendor scoring tool Understand the value of an SMMP Complete vendor demonstration scripts Select an SMMP deployment model 4.3 Develop a Social Analytics Business Plan Assess your social analytics maturity Select your social media KPIs Complete the social analytics business plan

11. Info-Tech Research Group11 Module 5 – Govern Social Media and Manage Change Efforts Build a Social Media Steering Committee 5.1 Put Strong Governance in Place for Social Media 5.2 Mitigate the Risks of Social Media Catalog social media risks to the organization Conduct a social media threat assessment Identify and inventory role changes 5.3 Communicating Change around Social Media Initiatives Develop a role-based training plan Identify and nullify detractors Understand the failure points for change mgmt Establish measures to mitigate high-priority social media threats Determine end-user access policies Create a framework for ongoing communication Draft a Steering Committee Charter

12. Info-Tech Research Group12 Social Media Workshop Primary Deliverable: Develop a comprehensive social media business plan Assess the internal and external landscape for opportunities and risks. Determine which social media channels should be used by each department. Identify any IT investments and ongoing costs associated with social media projects. Establish roles and responsibilities as well as a governance framework. Ensure Maturity and Readiness Optimize Social Media Channel Mix Create a Social Media Governance Framework

13. Info-Tech Research Group13 Social Media Workshop Core Deliverables Five key deliverables will be completed during the workshop: 1 2 3 4 Social Media Maturity Assessment Tool Assess your current social media efforts Examine social media maturity across marketing, sales, and customer service Gauge your readiness to track social media analytics Receive customized feedback for specific areas of improvement Social Media Service Selection Identify the optimal social media services for marketing, sales, customer service, human resources, and public relations Compare the social media services currently being used to the optimal services Prioritize the top tools for your organization as a whole IT Social Media Acceptable Use Policy Utilize a pre-written social media acceptable use policy to outline appropriate social media behavior Communicate the consequences for inappropriate behavior and policy violations Social Analytics Business Plan Establish metrics and targets to track social media success Determine investments required to collect social media data Social Media Job Descriptions Utilize pre-written job descriptions for social media representative, manager, and analytics specialist positions 5

14. Info-Tech Research Group14 Social Media Workshop: Built on world class research, experience, and standards Tools & Templates Team with over 30 years of experience 100-page research report Based on primary, secondary, and in-field research More than six months of research Over 40 in-depth activities and exercises Social Media Business Plan Template Social Media Maturity Assessment Social Media Service Selection Tool Social Media Management Platform Vendor Shortlist Tool Social Analytics Business Plan Social Analytics Specialist Job Description Social Media Steering Committee Charter Template Social Media Acceptable Use Policy Blogging and Microblogging Guidelines Template Social Media Representative Job Description Social Media Manager Job Description