Sam fiorella

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  • Today’s Presentation:a) b)
  • VALUE OF EMOTIONAL RELEVANCEVALUE OF DISCUSSIONSVALUE OF SOCIAL AWARENESS VS TRADITITIONAL BRANDVALUE OF TRUST
  • These are all metrics – not measurementsMetrics are insightsMetrics are contributing factors that lead to a measurement.
  • So it’s about creating realtionships. Development ConftentReach, Relevancy, InfluenceBut how do you get the team to do this?
  • Social Media has not changed the basics of Business Economics.
  • Example: Best BuyAvg + 1% of engagement leads directly to $100,000 in new sales.
  • WHAT ARE METRIC?
  • IBM Social Business Case Study: Search satisfaction has increased by 50% with the productivity driven saving of $4.5 MM per year$799K savings per month in reduced travel Significant reductions in phone mail, email server costrs.
  • Why do we try to align our customers around our business? Align your business processes around the customer lifecycle.
  • Customers Expect Businesses to be On-Demand. So Businesses Must Enable Employees to be On-Demand ”
  • IBM20,000 employees on FB25,000 employees on Twitter
  • Internal Corporate Social Network will bridge corporate communication gaps. #smm2011
  • Example: IBM Connections, IBM Expert Search
  • Example: IBM Connections, IBM Expert Search
  • Example: IBM Connections, IBM Expert Search In fact, people working at strategically social companies were twelve times more likely to predict an increase of twenty percent in 2011 revenues over last year, compared to more informal social media users (12% vs. 1%). And employees from companies who don’t use social media are twice as likely to expect a decrease in revenues this year compared to strategic users.
  • KAT Belong to different “groups” – Employee generated groups!!1700 internal blogs1000 employees have profile on connections15,000,000 in employee generated podcasts, video20,000,000 minutes in e-meeting recordings
  • Customers expect you to be available On- Demand so you must enable staff to be as well. #smm2011Content must find employee. Employee should not have to search.
  • Sam fiorella

    1. 1. Building A Corporate Social Infrastructure.©2011 Sensei Inc. No Duplication Permission Granted
    2. 2. What’s the main reason corporations can’t create ROI from Social Media Engagement? #SMM2011©2011 Sensei Inc. No Duplication Permission Granted
    3. 3. Corporations fail to show SM ROI because they fail to align each dept’s SM strategies to the Corp strategy.©2011 Sensei Inc. No Duplication Permission Granted
    4. 4. BUSINESS PATH BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    5. 5. DEPARTMENTAL PATH MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    6. 6. COMMON SOCIAL MEDIA PATH C-SUITE MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    7. 7. Corporations measuring social media are like dogs chasing their tails©2011 Sensei Inc. No Duplication Permission Granted
    8. 8. EFFECTIVE SOCIAL MEDIA PATH CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    9. 9. Corporate social media measurement can only be achieved when each dept’s goals are aligned with that of the Corp©2011 Sensei Inc. No Duplication Permission Granted
    10. 10. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    11. 11. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    12. 12. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    13. 13. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING REPUTATION MANAGEMENT PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    14. 14. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES LEAD GENERATION & NUTURING MARKETING REPUTATION MANAGEMENT PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    15. 15. SOCIAL MEDIA GOALS CUSTOMER SERVICE REVENUE GENERATION SALES LEAD GENERATION & NUTURING MARKETING REPUTATION MANAGEMENT PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    16. 16. SOCIAL MEDIA GOALS RETENTION CUSTOMER SERVICE REVENUE GENERATION SALES LEAD GENERATION & NUTURING MARKETING REPUTATION MANAGEMENT PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    17. 17. SOCIAL MEDIA GOALS Metrics RETENTION CUSTOMER SERVICE REVENUE GENERATION SALES LEAD GENERATION & NUTURING MARKETING REPUTATION MANAGEMENT PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    18. 18. Metrics = logical & emotional connections between business and it’s customers.©2011 Sensei Inc. No Duplication Permission Granted
    19. 19. Social Media Metrics do not equal Business ROI. Profits = ROI©2011 Sensei Inc. No Duplication Permission Granted
    20. 20. SOCIAL MEDIA METRICS RETENTION CUSTOMER SERVICE # of customer complaints found # of customer complaints resolved LEAD GENERATION & NUTURING MARKETING # followers/fans # of blog comments/responses REPUTATION MANAGEMENT PUBLIC RELATIONS % positive vs. negative comments Trend in content tone on brand mentions©2011 Sensei Inc. No Duplication Permission Granted
    21. 21. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE # of customer complaints found PROFIT? # of customer complaints resolved PROFIT? LEAD GENERATION & NUTURING MARKETING # fans/followers PROFIT? # of blog comments/responses PROFIT? PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    22. 22. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC©2011 Sensei Inc. No Duplication Permission Granted
    23. 23. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified?©2011 Sensei Inc. No Duplication Permission Granted
    24. 24. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS©2011 Sensei Inc. No Duplication Permission Granted
    25. 25. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS REFERRAL? SALES FUNNEL UPSELL?©2011 Sensei Inc. No Duplication Permission Granted RETENTION? PROFIT
    26. 26. MEANINGFUL BUSINESS METRICSMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON BOTTOM LINE: MEASUREMENT
    27. 27. SOCIAL MEDIA GOALS RETENTION CUSTOMER SERVICE REVENUE GENERATION SALES LEAD GENERATION & NUTURING MARKETING REPUTATION MANAGEMENT PUBLIC RELATIONS ACQUISITION OF TALENT HUMAN RESOURCES SUBJECT MATTER EXPERTISE C-SUITE BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    28. 28. SOCIAL MEDIA METRICS # OF COMPLAINTS RECTIFIED CUSTOMER SERVICE # OF LEADS RECORDED SALES # OF FOLLOWERS/FRIENDS MARKETING # OF POSITIVE MENTIONS PUBLIC RELATIONS # OF POTENTIAL HIRES IDENTIFIED HUMAN RESOURCES # OF EXECS QUOTES C-SUITE BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    29. 29. SOCIAL MEDIA MEASUREMENT PROFIT CUSTOMER SERVICE PROFIT SALES PROFIT MARKETING PROFIT PUBLIC RELATIONS PROFIT HUMAN RESOURCES PROFIT C-SUITE PROFIT BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
    30. 30. PROFIT is NOT a 4-letter word.
    31. 31. Building A Corporate Social Media Infrastructure.©2011 Sensei Inc. No Duplication Permission Granted
    32. 32. In the absence of a social strategy, customers will bridge the communication gap for you.©2011 Sensei Inc. No Duplication Permission Granted
    33. 33. ©2011 Sensei Inc. No Duplication Permission Granted
    34. 34. In the absence of a consolidated SM plan, individual managers execute individual strategies.©2011 Sensei Inc. No Duplication Permission Granted
    35. 35. C-SUITE POST- SALES HR SUPPORT CUST FINANCE SERVICE PR SALES MKTG©2011 Sensei Inc. No Duplication Permission Granted
    36. 36. Social engagement is not a tactical execution but a cross-functional business strategy.©2011 Sensei Inc. No Duplication Permission Granted
    37. 37. C-SUITE POST- SALES HR SUPPORT Process CUST Resources FINANCE SERVICE Oversight Support PR SALES MKTG©2011 Sensei Inc. No Duplication Permission Granted
    38. 38. Social Enterprise requires more than a new voice. It needs a new microphone.©2011 Sensei Inc. No Duplication Permission Granted
    39. 39. PROCESS There’s a communication gap between Gen Y staff and Boomer Managers.©2011 Sensei Inc. No Duplication Permission Granted
    40. 40. PROCESS PROCESS Hierarchical organizational structures must shift to decentralized, matrix-like structures©2011 Sensei Inc. No Duplication Permission Granted
    41. 41. BUSINESS
    42. 42. SOCIALBUSINESS BUSINESS?
    43. 43. SOCIALBUSINESS BUSINESS
    44. 44. RESOURCES Cross-Silo Contextual Content Repositories: right content-right employee-right customer.©2011 Sensei Inc. No Duplication Permission Granted
    45. 45. RESOURCES When solutions find employees, Enterprise become social©2011 Sensei Inc. No Duplication Permission Granted
    46. 46. OVERSIGHT Corp Social Risk Mitigation should be proactive not reactive.©2011 Sensei Inc. No Duplication Permission Granted
    47. 47. OVERSIGHT Create Social Media Enablement Policies vs. Policing Policies.©2011 Sensei Inc. No Duplication Permission Granted
    48. 48. SUPPORT Community Mngrs have become a must-have job description in the corporate organizational chart©2011 Sensei Inc. No Duplication Permission Granted
    49. 49. SUPPORT Social Training for employees is as req’d as Media Training is for Executives.©2011 Sensei Inc. No Duplication Permission Granted
    50. 50. Focus.©2011 Sensei Inc. No Duplication Permission Granted

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