Social media has evolved from a few guys with ponytails to a vital communication channel that is powerful and pervasive. It touches many parts of businesses like customer care, PR, IT, HR, and marketing. However, managing social media is complicated, nonlinear, and difficult. With billions of people using social media, companies need frameworks to measure their social media efforts, including the people, processes, technologies, and impact. Measuring returns on experience and influence can show the business value of social media interactions and word-of-mouth recommendations. Managing a successful social media presence requires coordinated efforts across an organization.

1. So, you
bought
the tux…

2. But, can you do the dance?
(Sony Pictures Television)

3. And, it looks different
too, depending on who you are.
(20th Century FOX)

4. Social media has evolved beyond three
guys with pony tails,
Into a vital communication channel that is
powerful and pervasive

5. And, now everyone is doing it
Customer Care PR IT HR R&D Marketing
Social Media touches all of these
(20th Century FOX)

6. But, it is complicated, non-linear, and
difficult to manage

7. Why, it matters:
Can you say,
billions
and
billions?
(New Line Cinema)

8. Of course, we need a framework…
• People
• Process
• Technology
• Measurement

9. People: So, where are you?
(Edelman 2011, edelmandigital.com)

11. Process: So, where are you?
CRAWL
Policy, Process, Pr
ocedure
WALK
Property
Management
RUN
Ecosystem
Engagement
FLY
Social Innovation
& Integration

12. Technology: So, where are you?
(Warner Bros. Pictures)

13. 22

14. 14
Now the challenge is to measure the
impact of each dimension
Metrics come in all shapes and
sizes
Measurement: So, where are you?

15. 15
Twitter Impression
Reach
Video / Slide Share Views
RT!
Retweet Rates Social Clicks
Socially-Referred
Site Traffic
Socially-Referred
Revenue
Total Reach
Socially-Referred
Leads
Engagement Rate
Chatter Levels
Talking About This
Social Page Views

16. HOLY GRAIL

17. Social ID Personal ID
(e.g., Customer File)

18. 18
Social ID – Customer ID
Mary searches for
“Small Business Help”
Earned Media
Paid Media
Owned Content
User Generated Content (UGC)
Follows on Twitter
E-mail Opt In
Joins Small Business Community
Friend asks about Small Business on Facebook,
Mary shares BofA content
Shared
Content
Mary’s post triggers
live chat
Mary chats with BofA Small
Business Consultant
Mary enrolls in
Online Business
Suite!

20. Customer
Behavior
$ Impact
of
Interaction
Interaction
(experience)
ROE
Customer
Behavior
WOM
Recom
and
Behavior
SROI
ROE + ROI
Return on Experience Return on Influence

21. It takes a village
(20th Century FOX)

22. Q & A
Mark Grindeland, Chief Marketing Officer
TeleTech Holdings
markgrindeland@teletech.com
@mark_grindeland