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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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Transcript

  • 1. SOCIALMEDIA ROI
  • 2. ROI?
  • 3. ROI?
  • 4. ROI?
  • 5. apocalypse
  • 6. community
  • 7. You wantwhat?
  • 8. The Social Inquisition
  • 9. If it has value…
  • 10. There’s an ROI for anything that generates value.©2011 Sensei Inc. No Duplication Permission Granted
  • 11. What’s the main reason corporations can’t create ROI from Social Media Engagement?©2011 Sensei Inc. No Duplication Permission Granted
  • 12. Misalignment of each department’s SM strategies to the Corp strategy = ROI fail©2011 Sensei Inc. No Duplication Permission Granted
  • 13. BUSINESS PATH BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • 14. DEPARTMENTAL PATH MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • 15. COMMON SOCIAL MEDIA PATH C-SUITE MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • 16. Corporations measuring social media are like dogs chasing their tails©2011 Sensei Inc. No Duplication Permission Granted
  • 17. 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
  • 18. EFFECTIVE SOCIAL MEDIA PATH CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • 19. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. Social Media Metrics do not equal Business ROI. Profits = ROI©2011 Sensei Inc. No Duplication Permission Granted
  • 28. 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
  • 29. 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
  • 30. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC©2011 Sensei Inc. No Duplication Permission Granted
  • 31. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified?©2011 Sensei Inc. No Duplication Permission Granted
  • 32. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS©2011 Sensei Inc. No Duplication Permission Granted
  • 33. 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
  • 34. MEANINGFUL measurementAwareness Support Interest PURCHASE Loyalty Desire Advocacy
  • 35. MEANINGFUL measurementMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy
  • 36. MEANINGFUL measurementMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON CUSTOMER VALUE: MEASUREMENT
  • 37. KPI mapping
  • 38. PROFIT is NOT a 4-letter word.
  • 39. Dear CEO… it’s your lead.
  • 40. Sam Fiorella – Senseiwww.senseiwisdom.com @samfiorella