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Social Media ROI at AIMSCda  by @samfiorella
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Social Media ROI at AIMSCda by @samfiorella

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Keynote presentation at AIMS Canada Social Media Conference in Toronto, June 12th, 2012

Keynote presentation at AIMS Canada Social Media Conference in Toronto, June 12th, 2012

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Social Media ROI at AIMSCda  by @samfiorella Social Media ROI at AIMSCda by @samfiorella Presentation Transcript

  • SOCIALMEDIA ROI
  • ROI?
  • ROI?
  • ROI?
  • apocalypse
  • community
  • You wantwhat?
  • The Social Inquisition
  • If it has value…
  • There’s an ROI for anything that generates value.©2011 Sensei Inc. No Duplication Permission Granted
  • What’s the main reason corporations can’t create ROI from Social Media Engagement?©2011 Sensei Inc. No Duplication Permission Granted
  • Misalignment of each department’s SM strategies to the Corp strategy = ROI fail©2011 Sensei Inc. No Duplication Permission Granted
  • BUSINESS PATH BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • DEPARTMENTAL PATH MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • COMMON SOCIAL MEDIA PATH C-SUITE MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • Corporations measuring social media are like dogs chasing their tails©2011 Sensei Inc. No Duplication Permission Granted
  • 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
  • EFFECTIVE SOCIAL MEDIA PATH CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Social Media Metrics do not equal Business ROI. Profits = ROI©2011 Sensei Inc. No Duplication Permission Granted
  • 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
  • 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
  • MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC©2011 Sensei Inc. No Duplication Permission Granted
  • MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified?©2011 Sensei Inc. No Duplication Permission Granted
  • MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS©2011 Sensei Inc. No Duplication Permission Granted
  • 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
  • MEANINGFUL measurementAwareness Support Interest PURCHASE Loyalty Desire Advocacy
  • MEANINGFUL measurementMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy
  • MEANINGFUL measurementMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON CUSTOMER VALUE: MEASUREMENT
  • KPI mapping
  • PROFIT is NOT a 4-letter word.
  • Dear CEO… it’s your lead.
  • Sam Fiorella – Senseiwww.senseiwisdom.com @samfiorella