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Top questions to resolvebefore the Enterprise can ‘Scale’

Are we going to use “social” for advertising and PR/Communications?

What about “disaster recovery” and

“reputation management”?

Why is the Enterprise different from individual Social Media efforts?

Is my organization and my executive management team ready for Social Media Marketing and Branding?

Who do I hire to manage Social Media?

Where in the organization will Social Media reside?

Will I be able to allocate/justify sufficient budget to Social Media efforts in our company?

Does everyone treat Social Media as a strategic effort or as an offshoot of Marketing or PR/Communications?

Will I be able to identify Social Media ROI to the C-level suite?

What tools and technologies will I need to implement SM campaigns?

How will Social Media discipline be aligned with HR, Technology, Customer Service, Sales, etc.?

How will we integrate SM marketing campaigns with existing, more ‘traditional’ marketing efforts?

www.social2b.com

Social Media Social profiles, Audience engagement, conversion Community building Branding & PR Sales SupportMarketing outcomes:

Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value.

Social Media Reputation management Customer notices Customer ServiceCustomer satisfaction:

Usability, performance/availability, recommendation behavior. Opinions, attitudes, reasons for defection, brand impact and churn.

The Enterprise Social Value ChainCMO Club SummitNew York April 2011

Social Media Maturity Index Roadmap for the Enterprise Value Chain

www.social2b.com

The Enterprise Social Value ChainCMO Club SummitNew York April 2011

Social Media Maturity Index Roadmap for the Enterprise Value Chain

www.social2b.com

Define the Social Media Campaign for each Value Chain component

Solve for the KPI & projections Apply Enterprise Scorecard parameters, categories Solve for risk, Enterprise cost, growth, etc. Map to Social Media campaign cost Solve for Enterprise Revenue Generation or Cost

Savings thru Social Media Shift $$$ to Social Media !!!

Social Media Exposure

Examples of Social Media Exposure Metrics

Unique Visitors Page Views Search Engine Rankings Sentiment

Message Inclusion Share of Online Discussion Net Positive Comments ROI down to Tweet level

Social Media Engagement

Examples of Social Media Engagement Metrics

Click-thru’s Repeat Visits Comments on Posts

Time on Visit Subscribes to Feeds

Retweet / @replies Message recall

www.social2b.com

Social Media Influence

Examples of Social Media Influence Metrics

Change in Awareness Change in Attitude Purchase Consideration Association with Brand

Likelihood they will recommend to a friend

Advocacy Reputation Management Toolset

Social Media Action

Examples of Social Media Action Metrics

Visit the store Attend an event Tell a friend Contact the company

Purchase the product Donate Volunteer Advocate

www.social2b.com

Social Media ROIExamples of Social Media ROI Metrics

Return on Investment Return on Ignoring Return on Influence Social capital Cost comparison for same

Value Chain function Traditional vs. Social Media

Pro-forma ROI Website vs. Social Media platform

Media spend vs. ‘SM Campaign’ Spend

Brand Equity & Market Share or “Influence over large numbers” Segmentation ROI based on

Social Media ‘pshychographics’ Map Social Media KPI’s to the

Enterprise Balanced Scorecard

www.social2b.com

Every component of the Value Chain is Social!

Each has it’s own KPI’s, assumptions, metrics and measurements

Define the Social Media Maturity Index

9www.social2b.com

Enterprise Social Value Chain ROIMap to the Enterprise Scorecard

Map to the Enterprise’s Scorecard or Business Goals

Solve for Social Media:1. Revenue Generation2. Cost Savings