Más contenido relacionado Similar a Sam fiorella (20) 3. What’s the main reason corporations can’t
create ROI from Social Media Engagement?
#SMM2011
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4. Corporations fail to show SM ROI because
they fail to align each dept’s SM strategies to
the Corp strategy.
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5. BUSINESS PATH
BUSINESS GOALS
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6. DEPARTMENTAL PATH
MARKETING
BUSINESS GOALS
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7. COMMON SOCIAL MEDIA PATH
C-SUITE
MARKETING
BUSINESS GOALS
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9. EFFECTIVE SOCIAL MEDIA PATH
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
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10. Corporate social media measurement can
only be achieved when each dept’s goals are
aligned with that of the Corp
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11. SOCIAL MEDIA GOALS
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
PROFITS
BUSINESS GOALS
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12. SOCIAL MEDIA GOALS
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
PROFITS
BUSINESS GOALS
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13. SOCIAL MEDIA GOALS
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
ACQUISITION OF TALENT
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
PROFITS
BUSINESS GOALS
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14. SOCIAL MEDIA GOALS
CUSTOMER SERVICE
SALES
MARKETING
REPUTATION MANAGEMENT
PUBLIC RELATIONS
ACQUISITION OF TALENT
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
PROFITS
BUSINESS GOALS
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15. SOCIAL MEDIA GOALS
CUSTOMER SERVICE
SALES
LEAD GENERATION & NUTURING
MARKETING
REPUTATION MANAGEMENT
PUBLIC RELATIONS
ACQUISITION OF TALENT
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
PROFITS
BUSINESS GOALS
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16. SOCIAL MEDIA GOALS
CUSTOMER SERVICE
REVENUE GENERATION
SALES
LEAD GENERATION & NUTURING
MARKETING
REPUTATION MANAGEMENT
PUBLIC RELATIONS
ACQUISITION OF TALENT
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
PROFITS
BUSINESS GOALS
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17. SOCIAL MEDIA GOALS
RETENTION
CUSTOMER SERVICE
REVENUE GENERATION
SALES
LEAD GENERATION & NUTURING
MARKETING
REPUTATION MANAGEMENT
PUBLIC RELATIONS
ACQUISITION OF TALENT
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
PROFITS
BUSINESS GOALS
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18. SOCIAL MEDIA GOALS
Metrics
RETENTION
CUSTOMER SERVICE
REVENUE GENERATION
SALES
LEAD GENERATION & NUTURING
MARKETING
REPUTATION MANAGEMENT
PUBLIC RELATIONS
ACQUISITION OF TALENT
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
PROFITS
BUSINESS GOALS
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19. Metrics = logical & emotional connections
between business and it’s customers.
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20. Social Media Metrics do not equal Business
ROI. Profits = ROI
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21. SOCIAL MEDIA METRICS
RETENTION
CUSTOMER SERVICE
# of customer complaints found
# of customer complaints resolved
LEAD GENERATION & NUTURING
MARKETING
# followers/fans
# of blog comments/responses
REPUTATION MANAGEMENT
PUBLIC RELATIONS
% positive vs. negative comments
Trend in content tone on brand mentions
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22. MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE
# of customer complaints found PROFIT?
# of customer complaints resolved PROFIT?
LEAD GENERATION & NUTURING
MARKETING
# fans/followers PROFIT?
# of blog comments/responses PROFIT?
PROFITS
BUSINESS GOALS
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23. MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE
customer complaints found METRIC
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24. MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE
customer complaints found METRIC
customer complaints rectified?
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25. MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE
customer complaints found METRIC
customer complaints rectified?
WHY? RESULT?
ANALYTICS
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26. MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE
customer complaints found METRIC
customer complaints rectified?
WHY? RESULT?
ANALYTICS REFERRAL? SALES FUNNEL
UPSELL?
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28. SOCIAL MEDIA GOALS
RETENTION
CUSTOMER SERVICE
REVENUE GENERATION
SALES
LEAD GENERATION & NUTURING
MARKETING
REPUTATION MANAGEMENT
PUBLIC RELATIONS
ACQUISITION OF TALENT
HUMAN RESOURCES
SUBJECT MATTER EXPERTISE
C-SUITE
BUSINESS GOALS
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29. SOCIAL MEDIA METRICS
# OF COMPLAINTS RECTIFIED
CUSTOMER SERVICE
# OF LEADS RECORDED
SALES
# OF FOLLOWERS/FRIENDS
MARKETING
# OF POSITIVE MENTIONS
PUBLIC RELATIONS
# OF POTENTIAL HIRES IDENTIFIED
HUMAN RESOURCES
# OF EXECS QUOTES
C-SUITE
BUSINESS GOALS
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30. SOCIAL MEDIA MEASUREMENT
PROFIT
CUSTOMER SERVICE
PROFIT
SALES
PROFIT
MARKETING
PROFIT
PUBLIC RELATIONS
PROFIT
HUMAN RESOURCES
PROFIT
C-SUITE
PROFIT
BUSINESS GOALS
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32. Building A Corporate
Social Media Infrastructure.
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33. In the absence of a social strategy, customers will
bridge the communication gap for you.
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35. In the absence of a consolidated SM
plan, individual managers execute individual
strategies.
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36. C-SUITE
POST-
SALES HR
SUPPORT
CUST
FINANCE
SERVICE
PR SALES
MKTG
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37. Social engagement is not a tactical execution
but a cross-functional business strategy.
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38. C-SUITE
POST-
SALES HR
SUPPORT
Process
CUST Resources
FINANCE
SERVICE Oversight
Support
PR SALES
MKTG
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39. Social Enterprise requires more than a new
voice. It needs a new microphone.
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40. PROCESS
There’s a communication gap between
Gen Y staff and Boomer Managers.
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41. PROCESS
PROCESS
Hierarchical organizational structures
must shift to decentralized, matrix-like
structures
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45. RESOURCES
Cross-Silo Contextual Content Repositories:
right content-right employee-right customer.
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46. RESOURCES
When solutions find employees,
Enterprise become social
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47. OVERSIGHT
Corp Social Risk Mitigation should
be proactive not reactive.
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48. OVERSIGHT
Create Social Media Enablement
Policies vs. Policing Policies.
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49. SUPPORT
Community Mngrs have become a must-have
job description in the corporate
organizational chart
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50. SUPPORT
Social Training for employees is as req’d as
Media Training is for Executives.
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Notas del editor Today’s Presentation:a) b) VALUE OF EMOTIONAL RELEVANCEVALUE OF DISCUSSIONSVALUE OF SOCIAL AWARENESS VS TRADITITIONAL BRANDVALUE OF TRUST These are all metrics – not measurementsMetrics are insightsMetrics are contributing factors that lead to a measurement. So it’s about creating realtionships. Development ConftentReach, Relevancy, InfluenceBut how do you get the team to do this? Social Media has not changed the basics of Business Economics. Example: Best BuyAvg + 1% of engagement leads directly to $100,000 in new sales. WHAT ARE METRIC? IBM Social Business Case Study: Search satisfaction has increased by 50% with the productivity driven saving of $4.5 MM per year$799K savings per month in reduced travel Significant reductions in phone mail, email server costrs. Why do we try to align our customers around our business? Align your business processes around the customer lifecycle. Customers Expect Businesses to be On-Demand. So Businesses Must Enable Employees to be On-Demand ” IBM20,000 employees on FB25,000 employees on Twitter Internal Corporate Social Network will bridge corporate communication gaps. #smm2011 Example: IBM Connections, IBM Expert Search Example: IBM Connections, IBM Expert Search Example: IBM Connections, IBM Expert Search In fact, people working at strategically social companies were twelve times more likely to predict an increase of twenty percent in 2011 revenues over last year, compared to more informal social media users (12% vs. 1%). And employees from companies who don’t use social media are twice as likely to expect a decrease in revenues this year compared to strategic users. KAT Belong to different “groups” – Employee generated groups!!1700 internal blogs1000 employees have profile on connections15,000,000 in employee generated podcasts, video20,000,000 minutes in e-meeting recordings Customers expect you to be available On- Demand so you must enable staff to be as well. #smm2011Content must find employee. Employee should not have to search.
