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An Investigation into the relationship between objectives of each business unit using social media, the strategies they use and the measures to define success
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Customer ServiceDevelop sCRM capability to better service customers and reduce costs
Develop p2p support
mechanics
Develop customer service
capability for social channels
Develop presence on
social networks
Develop real time
conversation intervention capability
PRDevelop relationships with key
channels and individuals to manage information flows
Develop presence on AR platforms
Develop presence on geo location services
Develop social content and applications
Brand MarketingDevelop relevant topics of
conversation to grow brand territory
Develop data web marketing
capability
Establish presence in social games
Curate relevant 3rd party content
Place polls and surveys
Develop presence on vouchering platforms
SalesIncrease sales in all non brand
networks, platforms and channels
SearchSupport natural search through improved keyword ranking
Product DevelopmentIncrease customers participation in
product development
Direct marketingCreate positive mentions of product at consideration and purchase phase to
drive sales
Influence marketingBuild, maintain and develop advocates
High
Social Business Value Mapping: Departmental Objectives > Key Strategies > Primary Measures
Priority
Primary goals(by business department)
Strategies(relevancy by brand)
Develop f,s,mand g
commerce capabilities
where relevant
Develop / incorporate
reviews across product range
Develop relevant
crowd source NPD mechanic
Develop closed community
research group
Medium Low
Strategy Measures(specific tactic related not included)
Sentiment by topic on key URLs
Share of Voice on key URLs
Number of relevant topics on
key URLs
Direct sales by product
Natural search rankings
Measures(specific tactic related
not included) Cost to serve Visitor Numbers
Number of queries resolved
Number of successful interventions
Specific platform metrics
Traffic from seeded links
Specific platform metrics
Specific platform metrics
Content engagement metrics API usage & revenue Specific platform
metricsContent engagement
metrics # answers Redemptions Visitor numbers Numbers writing reviews
Number of suggestions Usage numbers
All © Mark Bjornsgaard EM3 Ltd 2011 http://strategicdigitalthinking.blogspot.com/