DFW Executive CPE Forum

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DFW Executive CPE Forum

  1. 1. Is social media a fad or the biggest thing since the Industrial Revolution?<br />Christopher N Baccus<br />AT&T<br />Executive Director of Digital & Social Media<br />
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  8. 8. What’s the business response?<br />8<br />
  9. 9. 9<br />You spent how much money on “engagement” and you can’t tell me what the value is?<br />
  10. 10. 10<br />ReturnOnEngagement<br />$<br />
  11. 11. 11<br />
  12. 12. 12<br />A Facebook comment from my co-worker<br />
  13. 13. 13<br />How does one measure value?<br />Use as much terminology as is relevant in your organization today.<br /><ul><li>Talk about sales conversions or drive to .com
  14. 14. Talk about impressions served
  15. 15. Talk about brand reputation measures</li></li></ul><li>14<br />
  16. 16. Don’t forget your website<br />15<br />
  17. 17. Are you being seen as a leader?<br />16<br />
  18. 18. Check your organizational egos at the door<br />17<br />Social Media is not owned by any one organization<br />Consumer Issues: Customer Care leads issue response and resolution<br />Marketing Tabs: Marketing leads offers, sweeps, messaging,<br />Purchase: eCommerce leads social shopping and purchase intent planning<br />Wall: Communications leads dialog, status updates and conversation<br />
  19. 19. Let’s Talk Shop… Shopping<br />18<br />
  20. 20. 19<br />Your ex-girlfriend from middle school just bought diapers<br />
  21. 21. 20<br />Give Advice<br />Advice Seeking<br />
  22. 22. 21<br />Loyalty<br />Sales<br />Advocacy<br />
  23. 23. It’s Ultimately Not About You<br />22<br />
  24. 24. 23<br />
  25. 25. 24<br />

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