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Top questions to resolvebefore the Enterprise can ‘Scale’<br /><ul><li>What tools and technologies will I need to implemen...
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?
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CMO club summit

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Transcript of "CMO club summit"

  1. 1.
  2. 2. Top questions to resolvebefore the Enterprise can ‘Scale’<br /><ul><li>What tools and technologies will I need to implement SM campaigns?
  3. 3. How will Social Media discipline be aligned with HR, Technology, Customer Service, Sales, etc.?
  4. 4. How will we integrate SM marketing campaigns with existing, more ‘traditional’ marketing efforts?
  5. 5. Why is the Enterprise different from individual Social Media efforts?
  6. 6. Is my organization and my executive management team ready for Social Media Marketing and Branding?
  7. 7. Who do I hire to manage Social Media?
  8. 8. Where in the organization will Social Media reside?
  9. 9. Will I be able to allocate/justify sufficient budget to Social Media efforts in our company?
  10. 10. Does everyone treat Social Media as a strategic effort or as an offshoot of Marketing or PR/Communications?
  11. 11. Will I be able to identify Social Media ROI to the C-level suite?
  12. 12. Are we going to use “social” for advertising and PR/Communications?
  13. 13. What about “disaster recovery” and </li></ul> “reputation<br /> management”?<br />2<br />www.social2b.com<br />
  14. 14. The Enterprise Social Value Chain<br />CMO Club Summit<br />New York April 2011<br />Social Media Maturity Index Roadmap for the Enterprise Value Chain<br />Social Media<br /><ul><li>Reputation management
  15. 15. Customer notices
  16. 16. Customer Service</li></ul>Customer satisfaction:<br /> Usability, performance/availability, recommendation behavior. Opinions, attitudes, reasons for defection, brand impact and churn.<br />Social Media<br /><ul><li>Social profiles, Audience engagement, conversion
  17. 17. Community building
  18. 18. Branding & PR
  19. 19. Sales Support</li></ul>Marketing outcomes: <br /> Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value. <br />www.social2b.com<br />
  20. 20. The Enterprise Social Value Chain<br />CMO Club Summit<br />New York April 2011<br />Social Media Maturity Index Roadmap for the Enterprise Value Chain<br /><ul><li>Define the Social Media Campaign for each Value Chain component
  21. 21. Solve for the KPI & projections
  22. 22. Apply Enterprise Scorecard parameters, categories
  23. 23. Solve for risk, Enterprise cost, growth, etc.
  24. 24. Map to Social Media campaign cost
  25. 25. Solve for Enterprise Revenue Generation or Cost Savings thru Social Media
  26. 26. Shift $$$ to Social Media !!!</li></ul>www.social2b.com<br />
  27. 27.
  28. 28. Social Media Exposure<br />Examples of Social Media Exposure Metrics<br /><ul><li>Unique Visitors
  29. 29. Page Views
  30. 30. Search Engine Rankings
  31. 31. Sentiment
  32. 32. Message Inclusion
  33. 33. Share of Online Discussion
  34. 34. Net Positive Comments
  35. 35. ROI down to Tweet level</li></ul>Social Media Engagement<br />Examples of Social Media Engagement Metrics<br /><ul><li>Click-thru’s
  36. 36. Repeat Visits
  37. 37. Comments on Posts
  38. 38. Time on Visit
  39. 39. Subscribes to Feeds
  40. 40. Retweet / @replies
  41. 41. Message recall</li></ul>www.social2b.com<br />
  42. 42. Social Media Influence<br />Examples of Social Media Influence Metrics<br /><ul><li>Change in Awareness
  43. 43. Change in Attitude
  44. 44. Purchase Consideration
  45. 45. Association with Brand
  46. 46. Likelihood they will recommend to a friend
  47. 47. Advocacy
  48. 48. Reputation Management Toolset</li></ul>Social Media Action<br />Examples of Social Media Action Metrics<br /><ul><li>Visit the store
  49. 49. Attend an event
  50. 50. Tell a friend
  51. 51. Contact the company
  52. 52. Purchase the product
  53. 53. Donate
  54. 54. Volunteer
  55. 55. Advocate</li></ul>www.social2b.com<br />
  56. 56. Social Media ROI<br />Examples of Social Media ROI Metrics<br /><ul><li>Return on Investment
  57. 57. Return on Ignoring
  58. 58. Return on Influence
  59. 59. Social capital
  60. 60. Cost comparison for same Value Chain function
  61. 61. Traditional vs.
  62. 62. Social Media
  63. 63. Pro-forma ROI
  64. 64. Website vs.
  65. 65. Social Media platform
  66. 66. Media spend vs. ‘SM Campaign’ Spend
  67. 67. Brand Equity & Market Share or
  68. 68. “Influence over large numbers”
  69. 69. Segmentation ROI based on Social Media ‘pshychographics’
  70. 70. Map Social Media KPI’s to the Enterprise Balanced Scorecard</li></ul>www.social2b.com<br />
  71. 71. 9<br />Enterprise Social Value Chain ROI<br />Map to the Enterprise Scorecard<br /><ul><li>Every component of the Value Chain is Social!
  72. 72. Each has it’s own KPI’s, assumptions, metrics and measurements
  73. 73. Define the Social Media Maturity Index
  74. 74. Map to the Enterprise’s Scorecard or Business Goals
  75. 75. Solve for Social Media:</li></ul>Revenue Generation<br />Cost Savings<br />www.social2b.com<br />
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