So, youboughtthe tux…
But, can you do the dance?(Sony Pictures Television)
And, it looks differenttoo, depending on who you are.(20th Century FOX)
Social media has evolved beyond threeguys with pony tails,Into a vital communication channel that ispowerful and pervasive
And, now everyone is doing itCustomer Care PR IT HR R&D MarketingSocial Media touches all of these(20th Century FOX)
But, it is complicated, non-linear, anddifficult to manage
Why, it matters:Can you say,billionsandbillions?(New Line Cinema)
Of course, we need a framework…• People• Process• Technology• Measurement
People: So, where are you?(Edelman 2011, edelmandigital.com)
Process: So, where are you?CRAWLPolicy, Process, ProcedureWALKPropertyManagementRUNEcosystemEngagementFLYSocial Innovation...
Technology: So, where are you?(Warner Bros. Pictures)
22
14Now the challenge is to measure theimpact of each dimensionMetrics come in all shapes andsizesMeasurement: So, where are...
15Twitter ImpressionReachVideo / Slide Share ViewsRT!Retweet Rates Social ClicksSocially-ReferredSite TrafficSocially-Refe...
HOLY GRAIL
Social ID Personal ID(e.g., Customer File)
18Social ID – Customer IDMary searches for“Small Business Help”Earned MediaPaid MediaOwned ContentUser Generated Content (...
CustomerBehavior$ ImpactofInteractionInteraction(experience)ROECustomerBehaviorWOMRecomandBehaviorSROIROE + ROIReturn on E...
It takes a village(20th Century FOX)
Q & AMark Grindeland, Chief Marketing OfficerTeleTech Holdingsmarkgrindeland@teletech.com@mark_grindeland
SXSW -  So you have the tux but can you do the dance?
SXSW -  So you have the tux but can you do the dance?
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SXSW - So you have the tux but can you do the dance?

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Presentation I gave at SXSW 2012 - Social Media

Published in: Business, Technology
  • Mark nice preso. Would love to see mobile incorporated into your thinking as well.
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SXSW - So you have the tux but can you do the dance?

  1. 1. So, youboughtthe tux…
  2. 2. But, can you do the dance?(Sony Pictures Television)
  3. 3. And, it looks differenttoo, depending on who you are.(20th Century FOX)
  4. 4. Social media has evolved beyond threeguys with pony tails,Into a vital communication channel that ispowerful and pervasive
  5. 5. And, now everyone is doing itCustomer Care PR IT HR R&D MarketingSocial Media touches all of these(20th Century FOX)
  6. 6. But, it is complicated, non-linear, anddifficult to manage
  7. 7. Why, it matters:Can you say,billionsandbillions?(New Line Cinema)
  8. 8. Of course, we need a framework…• People• Process• Technology• Measurement
  9. 9. People: So, where are you?(Edelman 2011, edelmandigital.com)
  10. 10. Process: So, where are you?CRAWLPolicy, Process, ProcedureWALKPropertyManagementRUNEcosystemEngagementFLYSocial Innovation& Integration
  11. 11. Technology: So, where are you?(Warner Bros. Pictures)
  12. 12. 22
  13. 13. 14Now the challenge is to measure theimpact of each dimensionMetrics come in all shapes andsizesMeasurement: So, where are you?
  14. 14. 15Twitter ImpressionReachVideo / Slide Share ViewsRT!Retweet Rates Social ClicksSocially-ReferredSite TrafficSocially-ReferredRevenueTotal ReachSocially-ReferredLeadsEngagement RateChatter LevelsTalking About ThisSocial Page Views
  15. 15. HOLY GRAIL
  16. 16. Social ID Personal ID(e.g., Customer File)
  17. 17. 18Social ID – Customer IDMary searches for“Small Business Help”Earned MediaPaid MediaOwned ContentUser Generated Content (UGC)Follows on TwitterE-mail Opt InJoins Small Business CommunityFriend asks about Small Business on Facebook,Mary shares BofA contentSharedContentMary’s post triggerslive chatMary chats with BofA SmallBusiness ConsultantMary enrolls inOnline BusinessSuite!
  18. 18. CustomerBehavior$ ImpactofInteractionInteraction(experience)ROECustomerBehaviorWOMRecomandBehaviorSROIROE + ROIReturn on Experience Return on Influence
  19. 19. It takes a village(20th Century FOX)
  20. 20. Q & AMark Grindeland, Chief Marketing OfficerTeleTech Holdingsmarkgrindeland@teletech.com@mark_grindeland

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