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Top questions to resolvebefore the Enterprise can ‘Scale’
Are we going to use “social” for advertising and PR/Communications?
What about “disaster recovery” and
“reputation management”?
Why is the Enterprise different from individual Social Media efforts?
Is my organization and my executive management team ready for Social Media Marketing and Branding?
Who do I hire to manage Social Media?
Where in the organization will Social Media reside?
Will I be able to allocate/justify sufficient budget to Social Media efforts in our company?
Does everyone treat Social Media as a strategic effort or as an offshoot of Marketing or PR/Communications?
Will I be able to identify Social Media ROI to the C-level suite?
What tools and technologies will I need to implement SM campaigns?
How will Social Media discipline be aligned with HR, Technology, Customer Service, Sales, etc.?
How will we integrate SM marketing campaigns with existing, more ‘traditional’ marketing efforts?
www.social2b.com
Social Media Social profiles, Audience engagement, conversion Community building Branding & PR Sales SupportMarketing outcomes:
Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value.
Social Media Reputation management Customer notices Customer ServiceCustomer satisfaction:
Usability, performance/availability, recommendation behavior. Opinions, attitudes, reasons for defection, brand impact and churn.
The Enterprise Social Value ChainCMO Club SummitNew York April 2011
Social Media Maturity Index Roadmap for the Enterprise Value Chain
www.social2b.com
The Enterprise Social Value ChainCMO Club SummitNew York April 2011
Social Media Maturity Index Roadmap for the Enterprise Value Chain
www.social2b.com
Define the Social Media Campaign for each Value Chain component
Solve for the KPI & projections Apply Enterprise Scorecard parameters, categories Solve for risk, Enterprise cost, growth, etc. Map to Social Media campaign cost Solve for Enterprise Revenue Generation or Cost
Savings thru Social Media Shift $$$ to Social Media !!!
Social Media Exposure
Examples of Social Media Exposure Metrics
Unique Visitors Page Views Search Engine Rankings Sentiment
Message Inclusion Share of Online Discussion Net Positive Comments ROI down to Tweet level
Social Media Engagement
Examples of Social Media Engagement Metrics
Click-thru’s Repeat Visits Comments on Posts
Time on Visit Subscribes to Feeds
Retweet / @replies Message recall
www.social2b.com
Social Media Influence
Examples of Social Media Influence Metrics
Change in Awareness Change in Attitude Purchase Consideration Association with Brand
Likelihood they will recommend to a friend
Advocacy Reputation Management Toolset
Social Media Action
Examples of Social Media Action Metrics
Visit the store Attend an event Tell a friend Contact the company
Purchase the product Donate Volunteer Advocate
www.social2b.com
Social Media ROIExamples of Social Media ROI Metrics
Return on Investment Return on Ignoring Return on Influence Social capital Cost comparison for same
Value Chain function Traditional vs. Social Media
Pro-forma ROI Website vs. Social Media platform
Media spend vs. ‘SM Campaign’ Spend
Brand Equity & Market Share or “Influence over large numbers” Segmentation ROI based on
Social Media ‘pshychographics’ Map Social Media KPI’s to the
Enterprise Balanced Scorecard
www.social2b.com
Every component of the Value Chain is Social!
Each has it’s own KPI’s, assumptions, metrics and measurements
Define the Social Media Maturity Index
9www.social2b.com
Enterprise Social Value Chain ROIMap to the Enterprise Scorecard
Map to the Enterprise’s Scorecard or Business Goals
Solve for Social Media:1. Revenue Generation2. Cost Savings