RPM is a strategy for managing a company’s interactions with buyers through the entire purchase process to enable dramatically more predictable, rapid and profitable revenue growth. Using RPM principles, businesses can identify the drivers and impediments to revenue, rigorously measure them, and then pull the economic levers that will optimize revenue production.
5. STEPONE:FIRST,DO
NOHARM
STEPTHREE:
DETERMINE
REASONABLEKPIs
STEPTWO:MARSHAL
SUPPORTERS
Multiple hub & spoke“Dandelion”notice how
OPERATIONALMODELS
ORGANIC CENTRALIZED COORDINATED MULTIPLEHUB&SPOKE
“DANDELION”
HOLISTIC“HONEYCOMB”
Organic: Notice that the dots (those using
social tools) are inconsistent in size and one
set of employees are not directly connected
to others.
Centralized: Notice that a central group
initiates and represents business units,
funneling up the social strategy to one group.
Coordinated: Notice how a central group will
help to provide an equal experience to other
business units.
Multiple hub & spoke “Dandelion”: Notice
how each business unit may have semi-
autonomy with an over arching tie back to a
central group.
Holistic “Honeycomb”: Notice how each
individual in the organization is social enabled,
yet in a consistent, organized pattern.
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6. YOU’VE MANAGED TO STRIKE THAT
RARE BALANCE BETWEEN YOUR
PERSONAL BRAND AND THE FORD
BRAND. HOW DO YOU DO IT? IS IT
ART OR SCIENCE?
WHAT’S YOUR VISION FOR THE ROLE
SOCIAL MEDIA PLAYS AT FORD - IN
ONE SENTENCE?
YOU OBVIOUSLY LOVE THE FORD
BRAND AND THE COMPANY’S
PRODUCTS. CAN A SOCIAL MEDIA
PRO SUCCEED WITHOUT FEELING
PASSION FOR HIS OR HER COMPANY?
IF A SOCIAL STRATEGY CANNOT BE
DIRECTLY TIED TO REVENUE, IS IT
WORTH CONTINUING?
DO YOU FEEL SOCIAL MEDIA IS A
SUBSET OF PR, OR HAS PR BECOME A
SUBSET OF SOCIAL?
SCOTT
MONTY
WHAT’S THE QUESTION YOU GET
ASKED MOST OFTEN, AND HOW DO
YOU ANSWER IT?
IS THERE ONE SOCIAL CHANNEL
THAT’S DISPROPORTIONATELY
IMPORTANT TO FORD? IF SO, WHICH
IS IT?
ADayInTheLifeOf...TWEETTHIS!
8. IS THERE AN 80/20 RULE FOR THE HEAD OF DIGITAL
IN AGENCIES? THAT IS, DO 80% OF THE QUESTIONS
YOU GET FROM CLIENTS FOCUS ON THE SAME 20% OF
PROBLEMS?
IDC REPORTED THAT IN A STAGGERING NUMBER OF
COMPANIES, HR OWNS SOCIAL MEDIA. DO YOU FIND
THAT DEPARTMENTS OTHER THAN PR AND MARCOM ARE
REACHING OUT FOR YOUR DIGITAL MEDIA ADVICE?
WHAT ABOUT FOR YOUR PERSONAL
USE? IF YOU HAD TO MAKE THE
UNTHINKABLE CHOICE OF EITHER
TWITTER OF FACEBOOK, WHICH
WOULD YOU PICK?
ADAM
SINGER
YOUR SPECIALTY SEEMS TO BE THE
NEXUS OF SOCIAL AND SEARCH.
TO ME, THOSE WORLDS CONVERGE
AROUND CONTENT. WHAT PERCENT
OF YOUR DAY IS SPENT CREATING
CONTENT – EITHER FOR YOUR
PERSONAL BRAND, LEWIS OR YOUR
CLIENTS’ BRANDS?
WHO GETS YOUR VOTE FOR THE
SOCIAL MEDIA SUPERSTAR NOBODY
HAS HEARD OF?
ADayInTheLifeOf...
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10. WHAT IS THE FIRST APPLICATION YOU
LAUNCH WHEN YOU GET TO WORK?
EMAIL NOTWITHSTANDING, DO YOU
TRY TO KEEP A LINE BETWEEN YOUR
PROFESSIONAL AND PERSONAL LIFE
ONLINE, OR HAVE YOU GIVEN UP
ENTIRELY?
DO YOU USE YOUR HANDHELD TO TWEET,
PARTICIPATE IN COMMUNITIES OR BLOG
ON BEHALF OF HP?
COMPLETE THIS SENTENCE: I WOULD
IMPRESS MY BOSSES IF I PROVED SOCIAL
MEDIA POSITIVELY IMPACTED ______?
HAVE YOU EVER GOTTEN UP IN THE
MIDDLE OF THE NIGHT TO TWEET OR
EMAIL?
DO YOU HAVE AN APP THAT YOU
CONSIDER YOUR “SECRET WEAPON”?
OTHER THAN FACEBOOK AND TWITTER,
WHAT IS YOUR FAVORITE SOCIAL
NETWORK FOR PROFESSIONAL
PURPOSES? FOR PERSONAL PURPOSES?
LIZ
PHILIPS
WHAT CAN’T YOU MEASURE THAT YOU
WISH YOU COULD?
WHAT WAS YOUR PREVIOUS ROLE?
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12. WHAT’S THE DIFFERENCE BETWEEN
A SOCIAL STRATEGIST AND A
COMMUNITY MANAGER?
WHAT ARE THE “BIG PILLARS” OF A
SOCIAL STRATEGIST’S ROLE?
WHAT IS THE GREATEST CHALLENGE
YOU FACE IN YOUR DAY-TO-DAY ROLE?
SALESFORCE.COM CMO KENDALL
COLLINS HAS SAID THAT VIDEO IS A
KEY COMPONENT TO YOUR COMPANY’S
MARKETING PROGRAMS. WHAT ROLE
DOES VIDEO PLAY IN SOCIAL?
ASIDE FROM CHATTER, WHAT’S THE
SINGLE SOCIAL APP OR NETWORK
YOU CAN’T LIVE WITH OUT - ON A
PERSONAL LEVEL?
IF A SOCIAL STRATEGY CANNOT BE
DIRECTLY TIED TO REVENUE, IS IT
WORTH CONTINUING?
JAMIE
GRENNEY
ADayInTheLifeOf...TWEETTHIS!
14. TYPESOF
INFOGRAPHICS
The “buying” process begins long
before a sales person contacts a
prospect. The fuel that drives a
prospect from latent interest to
active demand is created, curated
or procured by a brand, distributed
over social channels and measured
against business objectives. The
Content Grid v2 is a framework for
the process of Content Marketing.
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15. Left: Providing a
Resource for Viewers,
The Blog Tree
Below: Comparing
“A” to “B”
Left: Making
Something Complex,
Simple
Above: Capturing the
“State of” an Industry
or Trend
Above: Showing the Evolution of a Concept or
Industry
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16. IS SUPPORT THE “KILLER APP” FOR SOCIAL MEDIA?
“INFLUENCER” MARKETING HAS BECOME A HOT NICHE. YET
YOU ARE AN AMBASSADOR FOR “REGULAR” CUSTOMERS.
WHAT ROLE DO INFLUENCERS PLAY IN YOUR MARKETING
EFFORTS?
FRANK
ELIASON
YOU RUN SOCIAL MEDIA FOR A
MAJOR FINANCIAL SERVICES BRAND.
WHAT DO YOU KNOW NOW THAT YOU
WISH YOU KNEW GOING INTO THAT
VERTICAL?
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WHAT MARKETER HAVE YOU LEARNED
THE MOST FROM?
YOU ALSO SERVE ON THE BOARD
FOR THE COUNSEL OF THE BETTER
BUSINESS BUREAUS AND SOCIETY OF
CONSUMER AFFAIRS PROFESSIONALS.
WHAT ARE THE MOST COMMON
MISTAKES MARKETERS MAKE THAT
GET THEM IN HOT WATER WITH THOSE
ORGANIZATIONS?
ARE THERE ANY SOCIAL CHANNELS
THAT YOU “MEASURE BY ANECDOTE,”
THAT IS, YOU PARTICIPATE IN
PROFESSIONALLY DESPITE LIMITED
DATA TO PROVE IT’S EFFECTIVE?
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