Sam Fiorella

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  • Today’s Presentation:
    a)
    b)
  • VALUE OF EMOTIONAL RELEVANCE
    VALUE OF DISCUSSIONS
    VALUE OF SOCIAL AWARENESS VS TRADITITIONAL BRAND
    VALUE OF TRUST
  • These are all metrics – not measurements

    Metrics are insights

    Metrics are contributing factors that lead to a measurement.
  • So it’s about creating realtionships.

    Development Conftent

    Reach, Relevancy, Influence

    But how do you get the team to do this?
  • Social Media has not changed the basics of Business Economics.
  • Example: Best Buy

    Avg + 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 ”
  • IBM
    20,000 employees on FB
    25,000 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 blogs
    1000 employees have profile on connections
    15,000,000 in employee generated podcasts, video
    20,000,000 minutes in e-meeting recordings
  • Customers expect you to be available On- Demand so you must enable staff to be as well. #smm2011

    Content must find employee. Employee should not have to search.
  • Sam Fiorella

    1. 1. Building A Corporate Social Infrastructure. ©2011 Sensei Inc. No Duplication Permission Granted
    2. 2. What’s the main reason corporations can’t create ROI from Social Media Engagement? #SMM2011 ©2011 Sensei Inc. No Duplication Permission Granted
    3. 3. Corporations fail to show SM ROI because they fail to align each dept’s SM strategies to the Corp strategy. ©2011 Sensei Inc. No Duplication Permission Granted
    4. 4. BUSINESS PATH BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
    5. 5. DEPARTMENTAL PATH MARKETING BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
    6. 6. COMMON SOCIAL MEDIA PATH BUSINESS GOALS C-SUITE MARKETING ©2011 Sensei Inc. No Duplication Permission Granted
    7. 7. Corporations measuring social media are like dogs chasing their tails ©2011 Sensei Inc. No Duplication Permission Granted
    8. 8. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS EFFECTIVE SOCIAL MEDIA PATH ©2011 Sensei Inc. No Duplication Permission Granted
    9. 9. 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
    10. 10. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS ©2011 Sensei Inc. No Duplication Permission Granted
    11. 11. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS SUBJECT MATTER EXPERTISE ©2011 Sensei Inc. No Duplication Permission Granted
    12. 12. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS SUBJECT MATTER EXPERTISE ACQUISITION OF TALENT ©2011 Sensei Inc. No Duplication Permission Granted
    13. 13. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS SUBJECT MATTER EXPERTISE ACQUISITION OF TALENT REPUTATION MANAGEMENT ©2011 Sensei Inc. No Duplication Permission Granted
    14. 14. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS SUBJECT MATTER EXPERTISE ACQUISITION OF TALENT REPUTATION MANAGEMENT LEAD GENERATION & NUTURING ©2011 Sensei Inc. No Duplication Permission Granted
    15. 15. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS SUBJECT MATTER EXPERTISE ACQUISITION OF TALENT REPUTATION MANAGEMENT LEAD GENERATION & NUTURING REVENUE GENERATION ©2011 Sensei Inc. No Duplication Permission Granted
    16. 16. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS SUBJECT MATTER EXPERTISE ACQUISITION OF TALENT REPUTATION MANAGEMENT LEAD GENERATION & NUTURING REVENUE GENERATION RETENTION ©2011 Sensei Inc. No Duplication Permission Granted
    17. 17. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS PROFITS SUBJECT MATTER EXPERTISE ACQUISITION OF TALENT REPUTATION MANAGEMENT LEAD GENERATION & NUTURING REVENUE GENERATION RETENTION Metrics? ©2011 Sensei Inc. No Duplication Permission Granted
    18. 18. Metrics = logical & emotional connections between business and it’s customers. ©2011 Sensei Inc. No Duplication Permission Granted
    19. 19. Social Media Metrics do not equal Business ROI. Profits = ROI ©2011 Sensei Inc. No Duplication Permission Granted
    20. 20. CUSTOMER SERVICE MARKETING PUBLIC RELATIONS SOCIAL MEDIA METRICS REPUTATION MANAGEMENT LEAD GENERATION & NUTURING RETENTION # of customer complaints found # of customer complaints resolved # followers/fans # of blog comments/responses % positive vs. negative comments Trend in content tone on brand mentions ©2011 Sensei Inc. No Duplication Permission Granted
    21. 21. CUSTOMER SERVICE MEANINGFUL BUSINESS METRICS RETENTION # of customer complaints found PROFIT? # of customer complaints resolved PROFIT? # fans/followers PROFIT? # of blog comments/responses PROFIT? MARKETING LEAD GENERATION & NUTURING BUSINESS GOALS PROFITS ©2011 Sensei Inc. No Duplication Permission Granted
    22. 22. CUSTOMER SERVICE MEANINGFUL BUSINESS METRICS RETENTION customer complaints found METRIC ©2011 Sensei Inc. No Duplication Permission Granted
    23. 23. CUSTOMER SERVICE MEANINGFUL BUSINESS METRICS RETENTION customer complaints found customer complaints rectified? METRIC ©2011 Sensei Inc. No Duplication Permission Granted
    24. 24. CUSTOMER SERVICE MEANINGFUL BUSINESS METRICS RETENTION customer complaints found customer complaints rectified? WHY? RESULT? ANALYTICS METRIC ©2011 Sensei Inc. No Duplication Permission Granted
    25. 25. CUSTOMER SERVICE MEANINGFUL BUSINESS METRICS RETENTION customer complaints found customer complaints rectified? WHY? RESULT? REFERRAL? UPSELL? RETENTION? SALES FUNNEL PROFIT ANALYTICS METRIC ©2011 Sensei Inc. No Duplication Permission Granted
    26. 26. Awareness Interest Desire PURCHASE Support Loyalty Advocacy METRICS MEANINGFUL BUSINESS METRICS METRICS IMPACT ON BOTTOM LINE: MEASUREMENT
    27. 27. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA GOALS SUBJECT MATTER EXPERTISE ACQUISITION OF TALENT REPUTATION MANAGEMENT LEAD GENERATION & NUTURING REVENUE GENERATION RETENTION ©2011 Sensei Inc. No Duplication Permission Granted
    28. 28. CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA METRICS # OF EXECS QUOTES # OF POTENTIAL HIRES IDENTIFIED # OF POSITIVE MENTIONS # OF FOLLOWERS/FRIENDS # OF LEADS RECORDED # OF COMPLAINTS RECTIFIED ©2011 Sensei Inc. No Duplication Permission Granted
    29. 29. PROFIT CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS SOCIAL MEDIA MEASUREMENT PROFIT PROFIT PROFIT PROFIT PROFIT PROFIT ©2011 Sensei Inc. No Duplication Permission Granted
    30. 30. PROFIT is NOT a 4-letter word.
    31. 31. Building A Corporate Social Media Infrastructure. ©2011 Sensei Inc. No Duplication Permission Granted
    32. 32. In the absence of a social strategy, customers will bridge the communication gap for you. ©2011 Sensei Inc. No Duplication Permission Granted
    33. 33. ©2011 Sensei Inc. No Duplication Permission Granted
    34. 34. In the absence of a consolidated SM plan, individual managers execute individual strategies. ©2011 Sensei Inc. No Duplication Permission Granted
    35. 35. HR FINANCE SALES MKTG PR CUST SERVICE POST- SALES SUPPORT C-SUITE ©2011 Sensei Inc. No Duplication Permission Granted
    36. 36. Social engagement is not a tactical execution but a cross-functional business strategy. ©2011 Sensei Inc. No Duplication Permission Granted
    37. 37. Process Resources Oversight Support HR FINANCE SALES MKTG PR CUST SERVICE POST- SALES SUPPORT C-SUITE ©2011 Sensei Inc. No Duplication Permission Granted
    38. 38. Social Enterprise requires more than a new voice. It needs a new microphone. ©2011 Sensei Inc. No Duplication Permission Granted
    39. 39. There’s a communication gap between Gen Y staff and Boomer Managers. ©2011 Sensei Inc. No Duplication Permission Granted PROCESS
    40. 40. Hierarchical organizational structures must shift to decentralized, matrix-like structures ©2011 Sensei Inc. No Duplication Permission Granted PROCESSPROCESS
    41. 41. BUSINESS
    42. 42. BUSINESS BUSINESS SOCIAL ?
    43. 43. BUSINESS BUSINESS SOCIAL
    44. 44. Cross-Silo Contextual Content Repositories: right content-right employee-right customer. ©2011 Sensei Inc. No Duplication Permission Granted RESOURCES
    45. 45. When solutions find employees, Enterprise become social ©2011 Sensei Inc. No Duplication Permission Granted RESOURCES
    46. 46. Corp Social Risk Mitigation should be proactive not reactive. ©2011 Sensei Inc. No Duplication Permission Granted OVERSIGHT
    47. 47. Create Social Media Enablement Policies vs. Policing Policies. ©2011 Sensei Inc. No Duplication Permission Granted OVERSIGHT
    48. 48. Community Mngrs have become a must-have job description in the corporate organizational chart ©2011 Sensei Inc. No Duplication Permission Granted SUPPORT
    49. 49. Social Training for employees is as req’d as Media Training is for Executives. ©2011 Sensei Inc. No Duplication Permission Granted SUPPORT
    50. 50. Focus. ©2011 Sensei Inc. No Duplication Permission Granted

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