Lecture 4 tactics metrics

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Lecture 4: BUS94 Company is the Content

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Lecture 4 tactics metrics

  1. 1. THE COMPANY IS THE CONTENT LECTURE 4: TACTICS, METRICS
  2. 2. REVIEW
  3. 3. FRAMEWORK Measure How will you measure success? Voices How do you want to speak? Listen What is the market saying? Goal What do you want to accomplish?
  4. 4. WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices
  5. 5. WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices Tactics Metrics
  6. 6. TACTICS, METRICS
  7. 7. SOCIAL NETWORKS VS SOCIAL MEDIA Social Networks • Audience • Conversations Hybrid • Audience • Content Social Media • Content
  8. 8. TACTICS FUNNEL General Conversation Specific Conversations Content
  9. 9. WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices
  10. 10. WORKSHEET- TACTICS Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices
  11. 11. HOW DO YOU MEASURE ROI? Depends
  12. 12. BRAND AWARENESS INFLUENCE THE MARKET • Abstract, hardest to measure • Engagement • Are messages resonating? • Getting response? • Being picked up in other media? • User or customer surveys?
  13. 13. SURVEYS Did you hear from • Print ad? • Tradeshow? • News article? • LinkedIn? Which consulting company best understands IT? • Cap Gemini?
  14. 14. LEAD GEN • Compare cost of a lead • Look at unit cost of lead Conventional Social Social
  15. 15. CUSTOMER SUPPORT • Compare cost of a support call • Look at unit cost of support call Conventional Social Social
  16. 16. WORKSHEET Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices
  17. 17. WORKSHEET- TACTICS Informer Seller Worker “One-liner guy” Brand awareness Influence the market Lead gen Customer support Goal Voices
  18. 18. WORKSHEET- ROI Informer Seller Worker “One-liner guy” Brand awareness • User surveys • Engage • User surveys • EngageInfluence the market Lead gen • Cost of lead Customer support • Cost of support Goal Voices
  19. 19. FUNNEL IN ACTION General Conversations Specific Conversations Goal: Branding Metric: Brand research Teaser about issues Goal: Lead Gen General explanation Explanation Metric: email
  20. 20. CALCULATING BEST OPTION- BRANDING TRADITIONAL Costs • Advertising • PR agency • Sponsorships Metric • Branding score SOCIAL Costs • Content generation • FB/G+ monitoring Metric • Branding score What is the cost of each, to get to the same result
  21. 21. CALCULATING ROI- LEAD GEN TRADITIONAL Total Costs • Inside sales • Marketing collateral Metric • Expected leads • Expected revenues SOCIAL Total Costs • Content creation • Social media monitoring Metric • Expected leads • Expected revenues
  22. 22. RECOMMENDATION Set Goals Decide Metrics Deploy Tools MeasureKnow your business Get finance to help with ROI
  23. 23. EMC QUESTIONS Define EMC’s customer centric approach. Why is social media ideal to support customer centricity? What is a “VAR”? How can social media help EMC maintain close customer relationships, despite its reliance on VARs? Look at EMC’s website (www.emc.com) Find one example of inbound marketing, one example of customer listening.
  24. 24. CONVERSATION MODEL Press Analysts Company Channel Customers Influencer
  25. 25. CUSTOMER CENTRIC CONVERSATION
  26. 26. ALWAYS IN CONTACT VAR
  27. 27. EMC.COM
  28. 28. ASSIGNMENT: SOCIAL MEDIA PRODUCT LAUNCH Five slide preso: • Slide 1: Explain company, product, competitive differentiator • Slide 2, 3: Social media campaign for a product launch. Strategy for getting into the conversation: • Before product launch • Launch date • After product launch • Slide 5: What social tool will you use? Why? • Slide 5: Inspiration: How did you come up with this idea? What company did you use for inspiration? Must be B2B
  29. 29. ASSIGNMENT DUE APRIL 23 All requesting a grade must hand in their preso • Email: ronpiovesan@gmail.com • Post on SlideShare People will be chosen at random to present on April 28

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