Corporate Social Media Infrastructure by @samfiorella

Building A Corporate Social Media Infrastructure.
©2011 Sensei Inc. No Duplication Permission Granted

Hello! My Name is Sam FiorellaChief Strategy Sensei | Sensei Marketingwww.senseimarketing.com#SMM2011

Corporations fail to show SM ROI because they fail to align each dept’s SM strategies to the corp strategy. #smm2011

DEPARTMENTAL PATH
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS

COMMONSOCIAL MEDIA PATH
C-SUITE
BUSINESS GOALS
CUSTOMER SERVICE
SALES
MARKETING

Corporations measuring social media are like dogs chasing their tails. #smm2011

EFFECTIVE SOCIAL MEDIA PATH
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS

Corporate social media measurement can only be achieved when each dept’s goals are aligned with that of the Corp#smm2011

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

SOCIAL MEDIA GOALS
Metrics?
RETENTION
CUSTOMER SERVICE
REVENUE GENERATION
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
PROFITS
BUSINESS GOALS

Social Media Metrics do not equal Business ROI. Profits = ROI. #smm2011

SOCIAL MEDIA METRICS
RETENTION
CUSTOMER SERVICE
# of customer complaints found
# of customer complaints resolved
MARKETING
# followers/fans
# of blog comments/responses
PUBLIC RELATIONS
% positive vs. negative comments
Trend in content tone on brand mentions

MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE
PROFIT?
# of customer complaints found
PROFIT?
# of customer complaints resolved
MARKETING
PROFIT?
# fans/followers
PROFIT?
# of blog comments/responses
PROFITS
BUSINESS GOALS

RETENTION
CUSTOMER SERVICE
customer complaints found
METRIC

RETENTION
CUSTOMER SERVICE
METRIC
customer complaints rectified?

RETENTION
CUSTOMER SERVICE
METRIC
WHY?
RESULT?
ANALYTICS

RETENTION
CUSTOMER SERVICE
METRIC
WHY?
RESULT?
ANALYTICS
SALES FUNNEL
REFERRAL?
UPSELL?
PROFIT
RETENTION?

SOCIAL MEDIA GOALS
RETENTION
CUSTOMER SERVICE
REVENUE GENERATION
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS

SOCIAL MEDIA METRICS
# OF COMPLAINTS RECTIFIED
CUSTOMER SERVICE
# OF LEADS RECORDED
SALES
# OF FOLLOWERS/FRIENDS
MARKETING
# OF POSITIVE MENTIONS
PUBLIC RELATIONS
# OF POTENTIAL HIRES IDENTIFIED
HUMAN RESOURCES
# OF EXECS QUOTES
C-SUITE
BUSINESS GOALS

SOCIAL MEDIA MEASUREMENT
PROFIT
CUSTOMER SERVICE
PROFIT
SALES
PROFIT
MARKETING
PROFIT
PUBLIC RELATIONS
PROFIT
HUMAN RESOURCES
PROFIT
C-SUITE
PROFIT
BUSINESS GOALS

If SM's value is relationships, applying “measure” is like determining the angle of a circle. #smm2011

In the absence of a social strategy, customers will bridge the communication gap for you. #SMM2011

CUSTOMERS
CUSTOMERS
VENDORS
VENDORS
MEDIA
MEDIA
SUPPLIERS
SUPPLIERS

In the absence of a consolidated SM plan, individual managers execute individual strategies. #smm2011

CUSTOMERS
CUSTOMERS
VENDORS
VENDORS
C-SUITE
HR
POST-SALES SUPPORT
MEDIA
MEDIA
SUPPLIERS
SUPPLIERS
FINANCE
CUST SERVICE
SALES
PR
MKTG

Social engagement is not a tactical execution but a cross-functional business strategy. #smm2011

CUSTOMERS
CUSTOMERS
VENDORS
VENDORS
C-SUITE
HR
POST-SALES SUPPORT
MEDIA
MEDIA
SUPPLIERS
SUPPLIERS
Process Resources Oversight Support
FINANCE
CUST SERVICE
SALES
PR
MKTG

Corporate SM PROS team enables cross-silo: Processes, Resources, Oversight & Support. #smm2011

Social Media Success = Encourage & Enable the Corporate silos, don’t Police them. #SMM2011

More info: www.senseiwisdom.comwww.senseimarketing.com

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Corporate Social Media Infrastructure by @samfiorella

by Sam Fiorella on Aug 28, 2011

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Corporate Social Media Infrastructure by @samfiorella — Presentation Transcript