What is the real promise of     the social web?
NOT Social.(kind of embarrassing actually)
“How do we improve thecustomer experience with ourbrand…
…or just improve the life of ourcustomers…
…in a way that also adds valueto our business’ bottom line?”
…in a way that also adds valueto our business’ bottom line?”                Promise of Social Media
Rethinking Your Social Goals.©2011 Sensei Inc. No Duplication Permission Granted
What’s the main reason businesses can’t                  create ROI from Social Media Engagement?©2011 Sensei Inc. No Dupl...
BUSINESS PATH                            BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
DEPARTMENTAL PATH                                MARKETING                            BUSINESS GOALS©2011 Sensei Inc. No D...
COMMON SOCIAL MEDIA PATH                                     C-SUITE                                                      ...
SocialMedia ROI
Selling Social Media to the Boss
PROFIT is NOT a 4-letter word.
Corporate social media measurement can                               only be achieved when each dept’s goals are          ...
SOCIAL MEDIA GOALS                             CUSTOMER SERVICE                             SALES                         ...
SOCIAL MEDIA GOALS                             CUSTOMER SERVICE                             SALES                         ...
SOCIAL MEDIA GOALS                             CUSTOMER SERVICE                             SALES                         ...
SOCIAL MEDIA GOALS                             CUSTOMER SERVICE                             SALES                         ...
SOCIAL MEDIA GOALS                             CUSTOMER SERVICE                             SALES                         ...
SOCIAL MEDIA GOALS                             CUSTOMER SERVICE                                                           ...
SOCIAL MEDIA GOALS                                                                         RETENTION                      ...
SOCIAL MEDIA GOALS                                                                               Metrics                  ...
Social Media Metrics do not equal Business                               ROI. Profits = ROI©2011 Sensei Inc. No Duplicatio...
SOCIAL MEDIA METRICS                                                                              RETENTION               ...
MEANINGFUL BUSINESS METRICS                                                                      RETENTION     CUSTOMER SE...
MEANINGFUL BUSINESS METRICS                                                         RETENTION     CUSTOMER SERVICE        ...
MEANINGFUL BUSINESS METRICS                                                         RETENTION     CUSTOMER SERVICE        ...
MEANINGFUL BUSINESS METRICS                                                           RETENTION     CUSTOMER SERVICE      ...
MEANINGFUL BUSINESS METRICS                                                             RETENTION     CUSTOMER SERVICE    ...
MEANINGFUL BUSINESS METRICSMETRICS                             METRICSAwareness                             Support Intere...
SOCIAL MEDIA GOALS                                                                         RETENTION                      ...
SOCIAL MEDIA METRICS                                                             # OF COMPLAINTS RECTIFIED                ...
SOCIAL MEDIA MEASUREMENT                                                      PROFIT                             CUSTOMER ...
Rethinking Your Social Structure.©2011 Sensei Inc. No Duplication Permission Granted
In the absence of a social strategy, customers will                               bridge the communication gap for you.©20...
©2011 Sensei Inc. No Duplication Permission Granted
EXECS                                                      POST-                                                      SALE...
EXECS                                                      POST-                                                      SALE...
?          $$        ?               $                $                     ?    Let’s Connect.
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Sam Fiorella - The End of Business As Usual
Upcoming SlideShare
Loading in …5
×

Sam Fiorella - The End of Business As Usual

2,635 views
2,573 views

Published on

Published in: Business, Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
2,635
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Today’s Presentation:a) b)
  • VALUE OF EMOTIONAL RELEVANCEVALUE OF DISCUSSIONSVALUE OF SOCIAL AWARENESS VS TRADITITIONAL BRANDVALUE OF TRUST
  • 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.
  • These are all metrics – not measurementsMetrics are insightsMetrics are contributing factors that lead to a measurement.
  • 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?
  • Why do we try to align our customers around our business? Align your business processes around the customer lifecycle.
  • IBM20,000 employees on FB25,000 employees on Twitter
  • Sam Fiorella - The End of Business As Usual

    1. 1. What is the real promise of the social web?
    2. 2. NOT Social.(kind of embarrassing actually)
    3. 3. “How do we improve thecustomer experience with ourbrand…
    4. 4. …or just improve the life of ourcustomers…
    5. 5. …in a way that also adds valueto our business’ bottom line?”
    6. 6. …in a way that also adds valueto our business’ bottom line?” Promise of Social Media
    7. 7. Rethinking Your Social Goals.©2011 Sensei Inc. No Duplication Permission Granted
    8. 8. What’s the main reason businesses can’t create ROI from Social Media Engagement?©2011 Sensei Inc. No Duplication Permission Granted
    9. 9. BUSINESS PATH BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    10. 10. DEPARTMENTAL PATH MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    11. 11. COMMON SOCIAL MEDIA PATH C-SUITE MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    12. 12. SocialMedia ROI
    13. 13. Selling Social Media to the Boss
    14. 14. PROFIT is NOT a 4-letter word.
    15. 15. Corporate social media measurement can only be achieved when each dept’s goals are aligned with that of the Corp©2011 Sensei Inc. No Duplication Permission Granted
    16. 16. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    17. 17. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    18. 18. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    19. 19. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING REPUTATION MANAGEMENT PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    20. 20. 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©2011 Sensei Inc. No Duplication Permission Granted
    21. 21. 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©2011 Sensei Inc. No Duplication Permission Granted
    22. 22. 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©2011 Sensei Inc. No Duplication Permission Granted
    23. 23. 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©2011 Sensei Inc. No Duplication Permission Granted
    24. 24. Social Media Metrics do not equal Business ROI. Profits = ROI©2011 Sensei Inc. No Duplication Permission Granted
    25. 25. 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©2011 Sensei Inc. No Duplication Permission Granted
    26. 26. 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©2011 Sensei Inc. No Duplication Permission Granted
    27. 27. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC©2011 Sensei Inc. No Duplication Permission Granted
    28. 28. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified?©2011 Sensei Inc. No Duplication Permission Granted
    29. 29. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS©2011 Sensei Inc. No Duplication Permission Granted
    30. 30. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS REFERRAL? SALES FUNNEL UPSELL?©2011 Sensei Inc. No Duplication Permission Granted RETENTION? PROFIT
    31. 31. MEANINGFUL BUSINESS METRICSMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON BOTTOM LINE: MEASUREMENT
    32. 32. 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©2011 Sensei Inc. No Duplication Permission Granted
    33. 33. 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©2011 Sensei Inc. No Duplication Permission Granted
    34. 34. SOCIAL MEDIA MEASUREMENT PROFIT CUSTOMER SERVICE PROFIT SALES PROFIT MARKETING PROFIT PUBLIC RELATIONS PROFIT HUMAN RESOURCES PROFIT C-SUITE PROFIT BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    35. 35. Rethinking Your Social Structure.©2011 Sensei Inc. No Duplication Permission Granted
    36. 36. In the absence of a social strategy, customers will bridge the communication gap for you.©2011 Sensei Inc. No Duplication Permission Granted
    37. 37. ©2011 Sensei Inc. No Duplication Permission Granted
    38. 38. EXECS POST- SALES HR SUPPORT CUST FINANCE SERVICE PR SALES MKTG©2011 Sensei Inc. No Duplication Permission Granted
    39. 39. EXECS POST- SALES HR SUPPORT CUST SOCIAL FINANCE SERVICE BUSINESS PR SALES MKTG©2011 Sensei Inc. No Duplication Permission Granted
    40. 40. ? $$ ? $ $ ? Let’s Connect.

    ×