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CMO club summit
1.
2.
3.
How will Social
Media discipline be aligned with HR, Technology, Customer Service, Sales, etc.?
4.
How will we
integrate SM marketing campaigns with existing, more ‘traditional’ marketing efforts?
5.
Why is the
Enterprise different from individual Social Media efforts?
6.
Is my organization
and my executive management team ready for Social Media Marketing and Branding?
7.
Who do I
hire to manage Social Media?
8.
Where in the
organization will Social Media reside?
9.
Will I be
able to allocate/justify sufficient budget to Social Media efforts in our company?
10.
Does everyone treat
Social Media as a strategic effort or as an offshoot of Marketing or PR/Communications?
11.
Will I be
able to identify Social Media ROI to the C-level suite?
12.
Are we going
to use “social” for advertising and PR/Communications?
13.
What about “disaster
recovery” and “reputation management”? 2 www.social2b.com
14.
15.
Customer notices
16.
17.
Community building
18.
Branding & PR
19.
Sales SupportMarketing outcomes:
Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value. www.social2b.com
20.
21.
Solve for the
KPI & projections
22.
Apply Enterprise Scorecard
parameters, categories
23.
Solve for risk,
Enterprise cost, growth, etc.
24.
Map to Social
Media campaign cost
25.
Solve for Enterprise
Revenue Generation or Cost Savings thru Social Media
26.
Shift $$$ to
Social Media !!!www.social2b.com
27.
28.
29.
Page Views
30.
Search Engine Rankings
31.
Sentiment
32.
Message Inclusion
33.
Share of Online
Discussion
34.
Net Positive Comments
35.
36.
Repeat Visits
37.
Comments on Posts
38.
Time on Visit
39.
Subscribes to Feeds
40.
Retweet / @replies
41.
Message recallwww.social2b.com
42.
43.
Change in Attitude
44.
Purchase Consideration
45.
Association with Brand
46.
Likelihood they will
recommend to a friend
47.
Advocacy
48.
49.
Attend an event
50.
Tell a friend
51.
Contact the company
52.
Purchase the product
53.
Donate
54.
Volunteer
55.
Advocatewww.social2b.com
56.
57.
Return on Ignoring
58.
Return on Influence
59.
Social capital
60.
Cost comparison for
same Value Chain function
61.
Traditional vs.
62.
Social Media
63.
Pro-forma ROI
64.
Website vs.
65.
Social Media platform
66.
Media spend vs.
‘SM Campaign’ Spend
67.
Brand Equity &
Market Share or
68.
“Influence over large
numbers”
69.
Segmentation ROI based
on Social Media ‘pshychographics’
70.
Map Social Media
KPI’s to the Enterprise Balanced Scorecardwww.social2b.com
71.
72.
Each has it’s
own KPI’s, assumptions, metrics and measurements
73.
Define the Social
Media Maturity Index
74.
Map to the
Enterprise’s Scorecard or Business Goals
75.
Solve for Social
Media:Revenue Generation Cost Savings www.social2b.com
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