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