3. FRAMEWORK
Measure
How will you measure success?
Voices
How do you want to speak?
Listen
What is the market saying?
Goal
What do you want to accomplish?
12. BRAND AWARENESS
INFLUENCE THE MARKET
• Abstract, hardest to measure
• Engagement
• Are messages resonating?
• Getting response?
• Being picked up in other media?
• User or customer surveys?
13. SURVEYS
Did you hear from
• Print ad?
• Tradeshow?
• News article?
• LinkedIn?
Which consulting company
best understands IT?
• Cap Gemini?
14. LEAD GEN
• Compare cost of a lead
• Look at unit cost of lead
Conventional Social
Social
15. CUSTOMER SUPPORT
• Compare cost of a support call
• Look at unit cost of support call
Conventional Social
Social
18. WORKSHEET- ROI
Informer Seller Worker “One-liner
guy”
Brand
awareness • User
surveys
• Engage
• User
surveys
• EngageInfluence
the market
Lead gen • Cost of
lead
Customer
support
• Cost of
support
Goal
Voices
20. CALCULATING BEST
OPTION- BRANDING
TRADITIONAL
Costs
• Advertising
• PR agency
• Sponsorships
Metric
• Branding score
SOCIAL
Costs
• Content
generation
• FB/G+ monitoring
Metric
• Branding score
What is the cost of each, to get to the same result
21. CALCULATING ROI-
LEAD GEN
TRADITIONAL
Total Costs
• Inside sales
• Marketing collateral
Metric
• Expected leads
• Expected revenues
SOCIAL
Total Costs
• Content creation
• Social media
monitoring
Metric
• Expected leads
• Expected revenues
24. EMC QUESTIONS
Define EMC’s customer centric approach. Why is social
media ideal to support customer centricity?
What is a “VAR”? How can social media help EMC maintain
close customer relationships, despite its reliance on VARs?
Look at EMC’s website (www.emc.com) Find one example of
inbound marketing, one example of customer listening.
29. ASSIGNMENT: SOCIAL
MEDIA PRODUCT LAUNCH
Five slide preso:
• Slide 1: Explain company, product, competitive
differentiator
• Slide 2, 3: Social media campaign for a product
launch. Strategy for getting into the conversation:
• Before product launch
• Launch date
• After product launch
• Slide 5: What social tool will you use? Why?
• Slide 5: Inspiration: How did you come up with this
idea? What company did you use for inspiration?
Must be B2B
30. ASSIGNMENT DUE
APRIL 23
All requesting a grade must hand in their preso
• Email: ronpiovesan@gmail.com
• Post on SlideShare
People will be chosen at random to present on April 28