Sam Fiorella

Building A Corporate Social Infrastructure.

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Sam Fiorella – Sensei

SENSEI MARKETING

Web: senseimarketing.com

Blog: SenseiWisdom.com

Twitter: @samfiorella

What’s the main reason corporations can’t create ROI from Social Media Engagement? #SMM2011

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Corporations fail to show SM ROI because they fail to align each dept’s SM strategies to the Corp strategy.

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BUSINESS PATH

BUSINESS GOALS

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DEPARTMENTAL PATH

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITEBUSINESS GOALS

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COMMON SOCIAL MEDIA PATH

BUSINESS GOALS

C-SUITE

MARKETING

SALES

CUSTO

MER

SERVICE

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Corporations measuring social media are like dogs chasing their tails

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

EFFECTIVE SOCIAL MEDIA PATH

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Corporate social media measurement can only be achieved when each dept’s goals are aligned with that of the Corp

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE

ACQUISITION OF TALENT

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE

ACQUISITION OF TALENT

REPUTATION MANAGEMENT

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE

ACQUISITION OF TALENT

REPUTATION MANAGEMENT

LEAD GENERATION & NUTURING

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE

ACQUISITION OF TALENT

REPUTATION MANAGEMENT

LEAD GENERATION & NUTURING

REVENUE GENERATION

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE

ACQUISITION OF TALENT

REPUTATION MANAGEMENT

LEAD GENERATION & NUTURING

REVENUE GENERATION

RETENTION

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE

ACQUISITION OF TALENT

REPUTATION MANAGEMENT

LEAD GENERATION & NUTURING

REVENUE GENERATION

RETENTIONMetrics?

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Metrics = logical & emotional connections between business and it’s customers.

©2011 Sensei Inc. No Duplication Permission Granted

Social Media Metrics do not equal Business ROI. Profits = ROI

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

MARKETING

PUBLIC RELATIONS

SOCIAL MEDIA METRICS

REPUTATION MANAGEMENT

LEAD GENERATION & NUTURING

RETENTION

# of customer complaints found# of customer complaints resolved

# followers/fans# of blog comments/responses

% positive vs. negative commentsTrend in content tone on brand mentions

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CUSTOMER SERVICE

MEANINGFUL BUSINESS METRICS

RETENTION

# of customer complaints found PROFIT?

# of customer complaints resolved

PROFIT?

# fans/followers PROFIT?

# of blog comments/responses PROFIT?

MARKETING

LEAD GENERATION & NUTURING

BUSINESS GOALS

PROFITS

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CUSTOMER SERVICE

MEANINGFUL BUSINESS METRICS

RETENTION

customer complaints found METRIC

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CUSTOMER SERVICE

MEANINGFUL BUSINESS METRICS

RETENTION

customer complaints found

customer complaints rectified?

METRIC

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CUSTOMER SERVICE

MEANINGFUL BUSINESS METRICS

RETENTION

customer complaints found

customer complaints rectified?

WHY? RESULT?

ANALYTICS

METRIC

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CUSTOMER SERVICE

MEANINGFUL BUSINESS METRICS

RETENTION

customer complaints found

customer complaints rectified?

WHY? RESULT?

REFERRAL? UPSELL?

RETENTION?

SALES FUNNELPROFIT

ANALYTICS

METRIC

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AwarenessInterestDesire

PURCHASESupportLoyalty

Advocacy

METRICS

MEANINGFUL BUSINESS METRICS

METRICS

IMPACT ON BOTTOM LINE: MEASUREMENT

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

SUBJECT MATTER EXPERTISE

ACQUISITION OF TALENT

REPUTATION MANAGEMENT

LEAD GENERATION & NUTURING

REVENUE GENERATION

RETENTION

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA METRICS

# OF EXECS QUOTES

# OF POTENTIAL HIRES IDENTIFIED

# OF POSITIVE MENTIONS

# OF FOLLOWERS/FRIENDS

# OF LEADS RECORDED

# OF COMPLAINTS RECTIFIED

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PROFIT

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA MEASUREMENT

PROFIT

PROFIT

PROFIT

PROFIT

PROFIT

PROFIT

©2011 Sensei Inc. No Duplication Permission Granted

PROFIT is NOT a 4-letter word.

Building A Corporate Social Media Infrastructure.

©2011 Sensei Inc. No Duplication Permission Granted

In the absence of a social strategy, customers will bridge the communication gap for you.

©2011 Sensei Inc. No Duplication Permission Granted

CUSTOMERS VENDORS

MEDIA

SUPP

LIER

S

CUSTOMERSVENDORS

MED

IASUPPLIERS

©2011 Sensei Inc. No Duplication Permission Granted

In the absence of a consolidated SM plan, individual managers execute individual strategies.

©2011 Sensei Inc. No Duplication Permission Granted

HR

FINANCE

SALES

MKTG

PR

CUST SERVICE

POST-SALES

SUPPORT

C-SUITE

CUSTOMERS VENDORS

MEDIA

SUPP

LIER

S

CUSTOMERSVENDORS

MED

IASUPPLIERS

©2011 Sensei Inc. No Duplication Permission Granted

Social engagement is not a tactical execution but a cross-functional business strategy.

©2011 Sensei Inc. No Duplication Permission Granted

Process Resources Oversight Support

HR

FINANCE

SALES

MKTG

PR

CUST SERVICE

POST-SALES

SUPPORT

C-SUITE

CUSTOMERS VENDORS

MEDIA

SUPP

LIER

S

CUSTOMERSVENDORS

MED

IASUPPLIERS

©2011 Sensei Inc. No Duplication Permission Granted

Social Enterprise requires more than a new voice. It needs a new microphone.

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There’s a communication gap between Gen Y staff and Boomer Managers.

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PROCESS

Hierarchical organizational structures must shift to decentralized, matrix-like structures

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PROCESSPROCESS

BUSINESS

BUSINESS BUSINESSSOCIAL

?

BUSINESS BUSINESSSOCIAL

Cross-Silo Contextual Content Repositories: right content-right employee-right customer.

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RESOURCES

When solutions find employees, Enterprise become social

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RESOURCES

Corp Social Risk Mitigation should be proactive not reactive.

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OVERSIGHT

Create Social Media Enablement Policies vs. Policing Policies.

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OVERSIGHT

Community Mngrs have become a must-have job description in the corporate organizational chart

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SUPPORT

Social Training for employees is as req’d as Media Training is for Executives.

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SUPPORT

Focus.

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