You’re connecting with influencers, reach is spiking, the brand is receiving lots of messages. Perfect, right? Actually, no. Social media has become increasingly data-driven which means that Social Media Managers (SMMs) today must prove social ROI to their boss. Businesses use ROI to calculate dollar/cents return on a dollar/cents investment and social media is no different. Let’s add another layer of complexity. Your boss probably isn’t up to date with the latest social media developments, obsessively cares about high costs needed to play the game and you’re likely on the verge of a nervous breakdown if you explain that not everything gets immediate conversion one more time instead of exploring the many new marketing opportunities out there. That's why to kick us off, the SMM and CMO face off in this first session to highlight the challenges of the SMM and why most CMOs are justified in raising the ROI question. You’ll learn: The challenges SMMs and CMOs face. The three different types of bosses and what each care about. How to ensure social media is top of mind Watch On-Demand: https://www.falcon.io/cmp/roi-resources/

2. Uh Oh, I Need to
Talk to the Boss
About ROI: Part I
Welcome to:
With:
• Victoria Miller, VP Global Comms & Brand Marketing at Brandwatch
• Camilla Christensen, Enterprise Customer Success Manager at Falcon.io

3. Typical challenges
of a SMM
Presenting the
• Proving, arguing and presenting more than testing, learning and improving
• The organisation’s maturity does not match the expectations and level of ambition
• Not reaching goals can seem like failure and be overwhelming and stressful
@FalconIO
@Brandwatch
#MeasuringWhatMatters
#growwithsocial

4. Typical challenges
of a CMO
Presenting the
• Pressure from above
• A lack of understanding about the true scope and value of social
• Social is just one piece of the puzzle that a CMO is overseeing
@FalconIO
@Brandwatch
#MeasuringWhatMatters
#growwithsocial

5. Cast your vote on-screen.
Q: What characteristics do you see
in your boss?

6. The three
boss types
These are
The doubter
• Sees social media as a nice-to-have
• Does not fully trust social to bring value
• Might disregard due to a lack of social knowledge
The lead gen obsessor
• Pipeline first and focused on just hard numbers
• Struggles to convey the value of social to top execs
The expects a lot from social
• High demands which can be unrealistic
• Only recognises value at extreme performance levels
@FalconIO
@Brandwatch
#MeasuringWhatMatters
#growwithsocial

7. So..
Concluding
Summary of what we have covered
There is no one set boss type, but understanding
different styles can help you communicate the value
of social.
Whoever you’re reporting to on ROI it’s key to:
• Set clear goals aligned with strategy
• Set expectations
• Track and report regularly
Join us for Part II to learn more about practical tips
for effectively communicating ROI
@FalconIO
@Brandwatch
#MeasuringWhatMatters
#growwithsocial

8. @FalconIO
@Brandwatch
#MeasuringWhatMatters
#growwithsocial

9. @falconIO
falcon.io events@falcon.io