CMO club summit
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CMO club summit






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    CMO club summit CMO club summit Presentation Transcript

    • Top questions to resolvebefore the Enterprise can ‘Scale’
      • What tools and technologies will I need to implement SM campaigns?
      • How will Social Media discipline be aligned with HR, Technology, Customer Service, Sales, etc.?
      • How will we integrate SM marketing campaigns with existing, more ‘traditional’ marketing efforts?
      • Why is the Enterprise different from individual Social Media efforts?
      • Is my organization and my executive management team ready for Social Media Marketing and Branding?
      • Who do I hire to manage Social Media?
      • Where in the organization will Social Media reside?
      • Will I be able to allocate/justify sufficient budget to Social Media efforts in our company?
      • Does everyone treat Social Media as a strategic effort or as an offshoot of Marketing or PR/Communications?
      • Will I be able to identify Social Media ROI to the C-level suite?
      • Are we going to use “social” for advertising and PR/Communications?
      • What about “disaster recovery” and
    • The Enterprise Social Value Chain
      CMO Club Summit
      New York April 2011
      Social Media Maturity Index Roadmap for the Enterprise Value Chain
      Social Media
      • Reputation management
      • Customer notices
      • Customer Service
      Customer satisfaction:
      Usability, performance/availability, recommendation behavior. Opinions, attitudes, reasons for defection, brand impact and churn.
      Social Media
      • Social profiles, Audience engagement, conversion
      • Community building
      • Branding & PR
      • Sales Support
      Marketing outcomes:
      Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value.
    • The Enterprise Social Value Chain
      CMO Club Summit
      New York April 2011
      Social Media Maturity Index Roadmap for the Enterprise Value Chain
      • Define the Social Media Campaign for each Value Chain component
      • Solve for the KPI & projections
      • Apply Enterprise Scorecard parameters, categories
      • Solve for risk, Enterprise cost, growth, etc.
      • Map to Social Media campaign cost
      • Solve for Enterprise Revenue Generation or Cost Savings thru Social Media
      • Shift $$$ to Social Media !!!
    • Social Media Exposure
      Examples of Social Media Exposure Metrics
      • Unique Visitors
      • Page Views
      • Search Engine Rankings
      • Sentiment
      • Message Inclusion
      • Share of Online Discussion
      • Net Positive Comments
      • ROI down to Tweet level
      Social Media Engagement
      Examples of Social Media Engagement Metrics
      • Click-thru’s
      • Repeat Visits
      • Comments on Posts
      • Time on Visit
      • Subscribes to Feeds
      • Retweet / @replies
      • Message recall
    • Social Media Influence
      Examples of Social Media Influence Metrics
      • Change in Awareness
      • Change in Attitude
      • Purchase Consideration
      • Association with Brand
      • Likelihood they will recommend to a friend
      • Advocacy
      • Reputation Management Toolset
      Social Media Action
      Examples of Social Media Action Metrics
      • Visit the store
      • Attend an event
      • Tell a friend
      • Contact the company
      • Purchase the product
      • Donate
      • Volunteer
      • Advocate
    • Social Media ROI
      Examples of Social Media ROI Metrics
      • Return on Investment
      • Return on Ignoring
      • Return on Influence
      • Social capital
      • Cost comparison for same Value Chain function
      • Traditional vs.
      • Social Media
      • Pro-forma ROI
      • Website vs.
      • Social Media platform
      • Media spend vs. ‘SM Campaign’ Spend
      • Brand Equity & Market Share or
      • “Influence over large numbers”
      • Segmentation ROI based on Social Media ‘pshychographics’
      • Map Social Media KPI’s to the Enterprise Balanced Scorecard
    • 9
      Enterprise Social Value Chain ROI
      Map to the Enterprise Scorecard
      • Every component of the Value Chain is Social!
      • Each has it’s own KPI’s, assumptions, metrics and measurements
      • Define the Social Media Maturity Index
      • Map to the Enterprise’s Scorecard or Business Goals
      • Solve for Social Media:
      Revenue Generation
      Cost Savings