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CMO club summit

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Transcript

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

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