Webinar originally held on January 7, 2014 It's a new year, and it's time to kick-start your social media strategy and start showing a return on your investment. Join Chris Boudreaux to learn how to create a social media plan that builds buy-in, empowers employees, and gets results. Discover how to: -Better understand and present the business case for creating a social media plan that delivers targeted, organization-wide results. -Use a proven framework for implementing your social media plan and put the right infrastructure in place. -Use Boudreaux's recommendations to increase social media ROI for brands of any size. CHRIS BOUDREAUX helps global brands transform their business operations through digital and social media. As an executive at a global technology and management consultancy, Chris is a globally recognized thought leader in social media technologies, operations, governance and analytics. He is a governing member of the Word of Mouth Marketing Association; an iMedia Top 25 Marketing Innovator and Leader; and his site, SocialMediaGovernance.com, serves practitioners worldwide. http://bit.ly/1bdfVwQ

1. @cboudreaux
Business
Case
Benefits
Costs
Business
Case
Value
Proposi2on

2. @cboudreaux
Business
Case
Benefits
Costs
Business
Case
• Gaining 1M Fans • Gaining 1M Fans at
half the cost of
existing processes
• Increasing customer
lifetime value
• Increasing
interactions per
customer
• Decreasing costs per
interaction
• Software and
hardware
• Training
• Salaries

3. @cboudreaux
Misleading
Arguments
Against
Measuring
ROI
What is the business
case for giving
employees
telephones?
This focuses on one tool,
rather than a business
capability or outcome.
Better: What is the business
case for hiring five more
inside sales people.
• By the way, phones will be
one of the costs.

4. @cboudreaux
Plans
are
accountable
commitments
to
business
outcomes.
If we hold it accountable, it will never grow.
The benefits are intangible. You just have to do it.

5. @cboudreaux
Sources
of
ROI
From
Social
Media
Customer Care
Sales and
Marketing
Recruiting
• Cost per interaction
• Cost per resolution
• Cost per conversion
• Cost per hire
Example Functions Example Value Metrics

6. @cboudreaux
Iden=fy
the
factors
that
may
impact
your
expected
ROI
down
the
road.

7. @cboudreaux
Social
Media
Plans
Corporate
Func2ons
Business
Units
Business Units: How do I use social
media to achieve my P&L goals?
Functions: How do I use social media
to enable the Business Units to achieve
their P&L goals?
Corporate: How do I balance needs
and goals across the organization?

8. @cboudreaux
Elements
of
Corporate
Social
Plans
• How
we
will
coordinate
requirements
across
business
units
and
func2ons.
• Where
each
social
capability
will
live
within
the
organiza2on.
• Who
will
build
each
capability.
• How
we
will
hold
those
people
accountable
for
the
investment
dollars
we
give
them.

9. @cboudreaux
Connect
Your
Plan
to
the
Goals
of
the
Business
• What
are
your
Corporate
Priori2es
for
2014?
• Which
of
those
could
be
supported
or
enabled
by
social
media?
• Who
owns
each
of
those
goals?
• How
can
you
help
those
people
achieve
their
goals?

10. @cboudreaux
Supercharge
Your
Brand:
How
Companywide
Empowerment
Drives
Social
Media
Advocacy
By
the
authors
of
The
Most
Powerful
Brand
on
Earth
Susan Emerick
@sfemerick
Chris Boudreaux
@cboudreaux

11. @cboudreaux
Before
a
revolu=on,
everyone
says
it’s
impossible.
ALerward,
everyone
says
it
was
inevitable.

12. @cboudreaux
Trust
maNers
in
a
world
where
63%
of
people
need
to
hear
a
message
3-­‐5
=mes
to
believe
it.
Once
4%
Twice
14%
Three Times
35%
Four or Five
Times
29%
Six to Nine Times
6%
Ten or
More
Times
12%
Survey
Ques2on
How
many
=mes
in
general
do
you
need
to
hear
something
about
a
specific
company
to
believe
that
informa=on
is
likely
to
be
true?
Survey Population: Informed Publics ages 25 – 64 in 25 countries Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.

13. @cboudreaux
Trust
in
social
media
is
rapidly
increasing.
“Trust a Great Deal”; Informed Publics ages 25 – 64 in 20 countries. Source: Nielsen Global Trust in Advertising Survey, Q3 2011.
Survey
Ques2on
How
much
do
you
trust
each
of
the
following
places
as
a
source
of
informa=on
about
a
company?
29%
32%
22%
26%
8%
13%
14%
16%
+10%
+18%
+75%
+23%

14. @cboudreaux
Social
media
strongly
impact
organic
search
engine
results.
• Facebook Shares
• Backlinks
• Facebook Total
• Facebook Comments
• Facebook Likes
• Tweets
Source: SearchMetrics. “Facebook and Twitter Shares Closely Linked with High Google Search Rankings”. 7 June 2012.
www.searchmetrics.com.
Most Influential Factors in Organic Search Performance

15. @cboudreaux
Sales
correlate
with
the
total
number
of
people
who
advocate
for
a
brand
-­‐-­‐
across
industries.
• On
average,
53%
of
changes
in
online
and
offline
sales
can
be
aTributed
to
changes
in
the
number
of
people
advoca2ng
for
a
brand
online
• Not
the
number
of
online
messages
or
posts
about
a
brand
Monthly
Change
in
Online
Promoters
v.
Monthly
Change
in
Sales
Monthly
Change
in
Total
Online
Promoters
Monthly
Change
in
Sales
Sources:

16. @cboudreaux
Your
marke=ng
and
communica=ons
teams
can
not
produce
enough
content.
Two-­‐thirds
of
B2B
content
marketers
find
it
difficult
to
produce
enough
content.
Half
struggle
with
producing
the
kind
of
content
that
engages.
Source: Bob Pulizzi and Ann Handley.“B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America.
Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench.

17. @cboudreaux
People
trust
adver=sing
from
people
they
know.
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey
Ques2on
To
what
extent
do
you
trust
the
following
forms
of
adver=sing?
Source: Nielsen Global Trust in Advertising Survey, Q3 2011.
Trust Don’t
Trust
92%
70%
58%
50%
47%
40%
33%
30%

18. @cboudreaux
Your
professional
communicators
can
not
develop
rela=onships
with
all
of
your
customers.
Your
Marketing
Team
Your
Experts
Your
Employees
Your
Customers
Engage
the
Influencers!!!

19. @cboudreaux
People
trust
employees
more
than
official
brand
sources.
Survey Question
Respondents who replied “extremely credible” or “very credible” to the following question:
If you heard information about a company from one of these people, how credible would
that information be?
Employees
Non-
Employees
Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.

20. @cboudreaux
Traffic
from
employee-­‐owned
social
media
converts
at
a
significantly
higher
rate.
Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012.
Conversion Rate by Traffic Source
IBM - 2012
ConversionRate

21. @cboudreaux
You
must
focus
on
more
than
select
Influencers.
The
Reality
of
Online
Influence
1. Past
influence
≠
Future
influence
2. 50%
of
product
adop2on
is
explained
by
homophily
(people
like
me),
not
influence
3. Influencers
may
be
tough
to
find
(e.g.,
Velvet
rope
communi2es)
Implica=ons
for
Influencer
Management
The
most
successful
influencer
rela2onship
programs
1. Spread
their
efforts
across
a
wider
por`olio
of
influencers
2. Help
employees
establish
their
own
influence,
at
mul2ple
levels

22. @cboudreaux
How
will
your
brand
empower
employees
and
partner
to
nurture
rela=onships
in
social
media?

23. @cboudreaux
Focus
on
Rela=onships
People-­‐Centric
Rela=onships
• Social
strategies
focus
on
people
and
rela2onships
• Create
opportuni2es
for
audiences
to
establish
rela2onships
with
“people
like
me”
• Employees
and
partners
extend
their
reputa2on
online
for
the
benefit
of
the
brand
Typical
Approach
to
Social
Media
• Venues
and
technologies
• Brand
presence
• Difficult
to
show
empathy
and
passion

24. @cboudreaux
Influencing
conversa=ons
online
requires
a
porZolio
approach
that
leverages
employees.
INFLUENCE
People
trust
experts
and
employees
Experts
and
real
employees
earn
more
trust
than
corporate
voices
and
execu2ves
HOMOPHILY
Shared
interests
We
all
form
rela2onships
with
people
we
perceive
to
be
like
ourselves
EMPLOYEE
DIVERSITY
This
is
how
you
scale…
But
it
conflicts
with
tradi2onal
marketer
mentality
of
control

25. @cboudreaux
Two
Important
Chapters
for
All
• Chapter
3:
Influence.
Its
Complicated.
• Chapter
5:
You
Will
Measure
New
Things
in
New
Ways

26. @cboudreaux
Connect
with
Chris
The Most Powerful Brand On Earth:
How to Transform Teams, Empower Employees, Integrate
Partners, and Mobilize Customers to Beat the Competition in
Digital and Social Media
socialmediagovernance.com
@cboudreaux
linkedin.com/in/chrisboudreaux
bit.ly/cboudreaux