@cboudreaux
Business	
  Case	
  
Benefits	
   Costs	
  
Business	
  
Case	
  
•  Gaining 1M Fans •  Gaining 1M Fans at
half...
@cboudreaux
Misleading	
  Arguments	
  Against	
  Measuring	
  ROI	
  
What is the business
case for giving
employees
tele...
@cboudreaux
Plans	
  are	
  accountable	
  commitments	
  to	
  business	
  
outcomes.	
  
If we hold it accountable, it w...
@cboudreaux
Sources	
  of	
  ROI	
  From	
  Social	
  Media	
  
Customer Care
Sales and
Marketing
Recruiting
•  Cost per i...
@cboudreaux
Iden=fy	
  the	
  factors	
  that	
  may	
  impact	
  your	
  expected	
  
ROI	
  down	
  the	
  road.	
  
@cboudreaux
Social	
  Media	
  Plans	
  
Corporate	
  
Func2ons	
  
Business	
  
Units	
  
Business Units: How do I use so...
@cboudreaux
Elements	
  of	
  Corporate	
  Social	
  Plans	
  
•  How	
  we	
  will	
  coordinate	
  requirements	
  acros...
@cboudreaux
Connect	
  Your	
  Plan	
  to	
  the	
  Goals	
  of	
  the	
  Business	
  
•  What	
  are	
  your	
  Corporate...
@cboudreaux
Supercharge	
  Your	
  Brand:	
  
How	
  Companywide	
  Empowerment	
  
Drives	
  Social	
  Media	
  Advocacy	...
@cboudreaux
Before	
  a	
  revolu=on,	
  	
  
everyone	
  says	
  it’s	
  impossible.	
  	
  
	
  
ALerward,	
  everyone	
...
@cboudreaux
Trust	
  maNers	
  in	
  a	
  world	
  where	
  63%	
  of	
  people	
  need	
  to	
  
hear	
  a	
  message	
  ...
@cboudreaux
Trust	
  in	
  social	
  media	
  is	
  rapidly	
  increasing.	
  
“Trust a Great Deal”; Informed Publics ages...
@cboudreaux
Social	
  media	
  strongly	
  impact	
  organic	
  search	
  engine	
  
results.	
  
•  Facebook Shares
•  Ba...
@cboudreaux
Sales	
  correlate	
  with	
  the	
  total	
  number	
  of	
  people	
  who	
  
advocate	
  for	
  a	
  brand	...
@cboudreaux
Your	
  marke=ng	
  and	
  communica=ons	
  teams	
  can	
  not	
  
produce	
  enough	
  content.	
  
Two-­‐th...
@cboudreaux
People	
  trust	
  adver=sing	
  from	
  people	
  they	
  know.	
  
92%
70%
58%
50%
46 - 47%
40 - 42%
Survey	...
@cboudreaux
Your	
  professional	
  communicators	
  can	
  not	
  develop	
  
rela=onships	
  with	
  all	
  of	
  your	
...
@cboudreaux
People	
  trust	
  employees	
  more	
  than	
  official	
  brand	
  
sources.	
  
Survey Question
Respondents w...
@cboudreaux
Traffic	
  from	
  employee-­‐owned	
  social	
  media	
  converts	
  
at	
  a	
  significantly	
  higher	
  rate...
@cboudreaux
You	
  must	
  focus	
  on	
  more	
  than	
  select	
  Influencers.	
  
The	
  Reality	
  of	
  Online	
  Influ...
@cboudreaux
How	
  will	
  your	
  brand	
  empower	
  
employees	
  and	
  partner	
  to	
  nurture	
  
rela=onships	
  i...
@cboudreaux
Focus	
  on	
  Rela=onships	
  
People-­‐Centric	
  Rela=onships	
  
•  Social	
  strategies	
  focus	
  on	
 ...
@cboudreaux
Influencing	
  conversa=ons	
  online	
  requires	
  a	
  porZolio	
  
approach	
  that	
  leverages	
  employe...
@cboudreaux
Two	
  Important	
  Chapters	
  for	
  All	
  
•  Chapter	
  3:	
  	
  Influence.	
  	
  Its	
  Complicated.	
 ...
@cboudreaux
Connect	
  with	
  Chris	
  
The Most Powerful Brand On Earth:
How to Transform Teams, Empower Employees, Inte...
Webinar: Maximize Social Media ROI With a Strategic Plan
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Webinar: Maximize Social Media ROI With a Strategic Plan

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Webinar originally held on January 7, 2014

It's a new year, and it's time to kick-start your social media strategy and start showing a return on your investment.

Join Chris Boudreaux to learn how to create a social media plan that builds buy-in, empowers employees, and gets results.

Discover how to:

-Better understand and present the business case for creating a social media plan that delivers targeted, organization-wide results.

-Use a proven framework for implementing your social media plan and put the right infrastructure in place.

-Use Boudreaux's recommendations to increase social media ROI for brands of any size.

CHRIS BOUDREAUX helps global brands transform their business operations through digital and social media. As an executive at a global technology and management consultancy, Chris is a globally recognized thought leader in social media technologies, operations, governance and analytics.

He is a governing member of the Word of Mouth Marketing Association; an iMedia Top 25 Marketing Innovator and Leader; and his site, SocialMediaGovernance.com, serves practitioners worldwide.

http://bit.ly/1bdfVwQ

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Webinar: Maximize Social Media ROI With a Strategic Plan

  1. 1. @cboudreaux Business  Case   Benefits   Costs   Business   Case   Value  Proposi2on  
  2. 2. @cboudreaux Business  Case   Benefits   Costs   Business   Case   •  Gaining 1M Fans •  Gaining 1M Fans at half the cost of existing processes •  Increasing customer lifetime value •  Increasing interactions per customer •  Decreasing costs per interaction •  Software and hardware •  Training •  Salaries
  3. 3. @cboudreaux Misleading  Arguments  Against  Measuring  ROI   What is the business case for giving employees telephones? This focuses on one tool, rather than a business capability or outcome. Better: What is the business case for hiring five more inside sales people. •  By the way, phones will be one of the costs.
  4. 4. @cboudreaux Plans  are  accountable  commitments  to  business   outcomes.   If we hold it accountable, it will never grow. The benefits are intangible. You just have to do it.
  5. 5. @cboudreaux Sources  of  ROI  From  Social  Media   Customer Care Sales and Marketing Recruiting •  Cost per interaction •  Cost per resolution •  Cost per conversion •  Cost per hire Example Functions Example Value Metrics
  6. 6. @cboudreaux Iden=fy  the  factors  that  may  impact  your  expected   ROI  down  the  road.  
  7. 7. @cboudreaux Social  Media  Plans   Corporate   Func2ons   Business   Units   Business Units: How do I use social media to achieve my P&L goals? Functions: How do I use social media to enable the Business Units to achieve their P&L goals? Corporate: How do I balance needs and goals across the organization?
  8. 8. @cboudreaux Elements  of  Corporate  Social  Plans   •  How  we  will  coordinate  requirements  across  business  units  and  func2ons.   •  Where  each  social  capability  will  live  within  the  organiza2on.   •  Who  will  build  each  capability.   •  How  we  will  hold  those  people  accountable  for  the  investment  dollars  we  give  them.  
  9. 9. @cboudreaux Connect  Your  Plan  to  the  Goals  of  the  Business   •  What  are  your  Corporate  Priori2es  for  2014?   •  Which  of  those  could  be  supported  or  enabled  by  social  media?   •  Who  owns  each  of  those  goals?   •  How  can  you  help  those  people  achieve  their  goals?  
  10. 10. @cboudreaux Supercharge  Your  Brand:   How  Companywide  Empowerment   Drives  Social  Media  Advocacy     By  the  authors  of  The  Most  Powerful  Brand  on  Earth   Susan Emerick @sfemerick Chris Boudreaux @cboudreaux
  11. 11. @cboudreaux Before  a  revolu=on,     everyone  says  it’s  impossible.       ALerward,  everyone  says  it  was   inevitable.    
  12. 12. @cboudreaux Trust  maNers  in  a  world  where  63%  of  people  need  to   hear  a  message  3-­‐5  =mes  to  believe  it.   Once 4% Twice 14% Three Times 35% Four or Five Times 29% Six to Nine Times 6% Ten or More Times 12% Survey  Ques2on   How  many  =mes  in  general  do  you  need  to  hear  something  about  a   specific  company  to  believe  that  informa=on  is  likely  to  be  true?   Survey Population: Informed Publics ages 25 – 64 in 25 countries Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
  13. 13. @cboudreaux Trust  in  social  media  is  rapidly  increasing.   “Trust a Great Deal”; Informed Publics ages 25 – 64 in 20 countries. Source: Nielsen Global Trust in Advertising Survey, Q3 2011. Survey  Ques2on   How  much  do  you  trust  each  of  the  following  places  as  a  source   of  informa=on  about  a  company?   29% 32% 22% 26% 8% 13% 14% 16% +10% +18% +75% +23%
  14. 14. @cboudreaux Social  media  strongly  impact  organic  search  engine   results.   •  Facebook Shares •  Backlinks •  Facebook Total •  Facebook Comments •  Facebook Likes •  Tweets Source: SearchMetrics. “Facebook and Twitter Shares Closely Linked with High Google Search Rankings”. 7 June 2012. www.searchmetrics.com. Most Influential Factors in Organic Search Performance
  15. 15. @cboudreaux Sales  correlate  with  the  total  number  of  people  who   advocate  for  a  brand  -­‐-­‐  across  industries.   •  On  average,  53%  of  changes  in   online  and  offline  sales  can  be   aTributed  to  changes  in  the   number  of  people  advoca2ng  for   a  brand  online   •  Not  the  number  of  online   messages  or  posts  about  a  brand   Monthly  Change  in  Online  Promoters  v.  Monthly   Change  in  Sales     Monthly  Change  in  Total  Online  Promoters   Monthly  Change  in  Sales   Sources:
  16. 16. @cboudreaux Your  marke=ng  and  communica=ons  teams  can  not   produce  enough  content.   Two-­‐thirds  of  B2B  content  marketers  find   it  difficult  to  produce  enough  content.     Half  struggle  with  producing  the  kind  of   content  that  engages.   Source: Bob Pulizzi and Ann Handley.“B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends — North America. Marketing Profs and Content Marketing Institute, 2013. http://bit.ly/B2BBench.
  17. 17. @cboudreaux People  trust  adver=sing  from  people  they  know.   92% 70% 58% 50% 46 - 47% 40 - 42% Survey  Ques2on   To  what  extent  do  you  trust   the  following  forms  of   adver=sing?   Source: Nielsen Global Trust in Advertising Survey, Q3 2011. Trust Don’t Trust 92% 70% 58% 50% 47% 40% 33% 30%
  18. 18. @cboudreaux Your  professional  communicators  can  not  develop   rela=onships  with  all  of  your  customers.   Your Marketing Team Your Experts Your Employees Your Customers Engage  the   Influencers!!!  
  19. 19. @cboudreaux People  trust  employees  more  than  official  brand   sources.   Survey Question Respondents who replied “extremely credible” or “very credible” to the following question: If you heard information about a company from one of these people, how credible would that information be? Employees Non- Employees Source: Edelman. “2012 Edelman Trust Barometer.” http://bit.ly/Edelman-2012.
  20. 20. @cboudreaux Traffic  from  employee-­‐owned  social  media  converts   at  a  significantly  higher  rate.   Source: Susan Emerick, “IBM Select Social Eminence Program, 3Q 2012 Measurement Framework Pilot”. September 2012. Conversion Rate by Traffic Source IBM - 2012 ConversionRate
  21. 21. @cboudreaux You  must  focus  on  more  than  select  Influencers.   The  Reality  of  Online  Influence   1.  Past  influence  ≠  Future  influence   2.  50%  of  product  adop2on  is  explained   by  homophily  (people  like  me),  not   influence   3.  Influencers  may  be  tough  to  find  (e.g.,   Velvet  rope  communi2es)   Implica=ons  for  Influencer  Management   The  most  successful  influencer   rela2onship  programs     1.  Spread  their  efforts  across  a  wider   por`olio  of  influencers     2.  Help  employees  establish  their  own   influence,  at  mul2ple  levels  
  22. 22. @cboudreaux How  will  your  brand  empower   employees  and  partner  to  nurture   rela=onships  in  social  media?  
  23. 23. @cboudreaux Focus  on  Rela=onships   People-­‐Centric  Rela=onships   •  Social  strategies  focus  on  people   and  rela2onships   •  Create  opportuni2es  for  audiences   to  establish  rela2onships  with   “people  like  me”   •  Employees  and  partners  extend   their  reputa2on  online  for  the   benefit  of  the  brand   Typical  Approach  to  Social  Media   •  Venues  and  technologies   •  Brand  presence   •  Difficult  to  show  empathy  and   passion  
  24. 24. @cboudreaux Influencing  conversa=ons  online  requires  a  porZolio   approach  that  leverages  employees.   INFLUENCE   People  trust  experts  and  employees   Experts  and  real  employees  earn  more   trust  than  corporate  voices  and  execu2ves   HOMOPHILY   Shared  interests   We  all  form  rela2onships  with  people  we   perceive  to  be  like  ourselves   EMPLOYEE  DIVERSITY   This  is  how  you  scale…   But  it  conflicts  with  tradi2onal  marketer  mentality  of  control  
  25. 25. @cboudreaux Two  Important  Chapters  for  All   •  Chapter  3:    Influence.    Its  Complicated.   •  Chapter  5:  You  Will  Measure  New  Things   in  New  Ways  
  26. 26. @cboudreaux Connect  with  Chris   The Most Powerful Brand On Earth: How to Transform Teams, Empower Employees, Integrate Partners, and Mobilize Customers to Beat the Competition in Digital and Social Media socialmediagovernance.com                  @cboudreaux                  linkedin.com/in/chrisboudreaux                  bit.ly/cboudreaux  

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