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Garner Management and Stakeholder Buy-In for Your Engagement Marketing Initiatives Online Engagement Marketing January 27-29, 2010 Washington, D.C. prebynski.com twitter.com/prebynski facebook.com/prebynski Brandon Prebynski
President of interactive media company Marketer at major publishing company Hi, I’m Brandon. Web Strategist, Tech Geek Web Strategy, Emerging Technology, Social Media, Mobile Marketing
Utilize dashboards to communicate information across a wide group of stakeholders Emphasize the importance of engagement marketing to top decision makers Encourage company-wide commitment to creating positive engagement opportunities Identify Buy-In Convince Who? Introduction Concepts
“ The visual aspects of a dashboard are important, but the real secrets to creating successful dashboards lie in understanding the purpose of the dashboards and having a comprehensive methodology for developing them.”
84% *2009 study by Mzinga and Babson Executive Education http://mashable.com/2010/01/26/maturation-social-media-roi/ of professionals do not measure ROI
http://mashable.com/2010/01/26/maturation-social-media-roi/ *study by Bazaarvoice and the CMO Club the bottom line CMO’S WANT MEASURABLE RESULTS
Sales Registrations Referrals Links (the currency of the social web) Votes Reduction in costs and processes Decrease in customer issues Lead generation Conversion Reduced sale cycles Inbound activity http://mashable.com/2010/01/26/maturation-social-media-roi/ (what can we measure?) define a clear strategy
http://mashable.com/2010/01/26/maturation-social-media-roi/ 400% increase in use of Twitter comments to inform decisions about products and services 59% increase in the use of customer ratings and reviews 24% increase in use of social media for pre-sales Q&A customer feedback ratings and reviews 2009:80%
http://mashable.com/2010/01/26/maturation-social-media-roi/ 2010: Social Media Revenue 80% predict upwards of 5% 15% hope for 5-10%
Metrics in 2010 - 333% surge in tracking revenue - 174% escalation in monitoring conversion - 150% increase in measuring average order value http://mashable.com/2010/01/26/maturation-social-media-roi/ metrics 3 CMOs will establish a connection between social media and business goals.
http://www.radian6.com/wp-content/uploads/2009/11/CaseForSocial_Engagement.pdf shorter attention spans information overload abundance of mobile technology our need for instant, personalized information “ the social web has massive power to connect people, to share relevant information faster, and to make irrelevant the “cast a wide net” approach we’ve used from everything from customer service to marketing to PR to recruiting for the last several decades.” Hey look! A bird!
understand the needs of the person/department http://www.freshnetworks.com/blog/category/authors/category/authors/category/series/category/authors/category/series/category/authors/category/series/category/authors/category/series/selling-social-media/
every department that buys into a solution has a different business case with different benefits
determine the needs (this is a good stage to utilize a dashboard)
propose the solution grow online revenue cut support costs enhance innovation build the brand grow customer service gain partner insight (for example) (this is also a good stage to utilize a dashboard)
management of expectations Image from The Office, NBC
http://www.searchengineguide.com/manoj-jasra/one-of-the-most-interesting.php Define the Opportunity Evangelize Sell all Stakeholders Find Allies Small Wins Money Words Education/Training Regular Meetings Bribes Internal Competition External Competition Show past Successes Past Failures for Not Implementing Ranking Reports Prioritize Projects Names on Projects Deadlines Accept No Excuses
takeaways Define your goals Develop dashboard based on goals Know the needs of who you are talking to Convince: Executives, Management, Others
http://www.radian6.com/presentations/the-anatomy-of-engagement-guidelines-part-1/ http://www.toprankblog.com/2009/04/social-media-marketing-tips/ resources http://www.stratigent.com/web-sight-newsletter/web-analytics-newsletter-archive/10-tips-for-great-charts-part1/default.html http://www.webdoctus.com/2010/01/25-mind-blowing-social-media-infographics/ Engage The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web 10 Tips For Great Charts 25 Mind Blowing Social Media Infographics 25 Must Read Social Media Marketing Tips The Anatomy of Engagement Guidelines