Social Media ROI at AIMSCda by @samfiorella

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Keynote presentation at AIMS Canada Social Media Conference in Toronto, June 12th, 2012

Published in: Business, Education

Social Media ROI at AIMSCda by @samfiorella

  1. 1. SOCIALMEDIA ROI
  2. 2. ROI?
  3. 3. ROI?
  4. 4. ROI?
  5. 5. apocalypse
  6. 6. community
  7. 7. You wantwhat?
  8. 8. The Social Inquisition
  9. 9. If it has value…
  10. 10. There’s an ROI for anything that generates value.©2011 Sensei Inc. No Duplication Permission Granted
  11. 11. What’s the main reason corporations can’t create ROI from Social Media Engagement?©2011 Sensei Inc. No Duplication Permission Granted
  12. 12. Misalignment of each department’s SM strategies to the Corp strategy = ROI fail©2011 Sensei Inc. No Duplication Permission Granted
  13. 13. BUSINESS PATH BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  14. 14. DEPARTMENTAL PATH MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  15. 15. COMMON SOCIAL MEDIA PATH C-SUITE MARKETING BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  16. 16. Corporations measuring social media are like dogs chasing their tails©2011 Sensei Inc. No Duplication Permission Granted
  17. 17. 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
  18. 18. EFFECTIVE SOCIAL MEDIA PATH CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  19. 19. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE PROFITS BUSINESS GOALS©2011 Sensei Inc. No Duplication Permission Granted
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. Social Media Metrics do not equal Business ROI. Profits = ROI©2011 Sensei Inc. No Duplication Permission Granted
  28. 28. 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
  29. 29. 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
  30. 30. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC©2011 Sensei Inc. No Duplication Permission Granted
  31. 31. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified?©2011 Sensei Inc. No Duplication Permission Granted
  32. 32. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS©2011 Sensei Inc. No Duplication Permission Granted
  33. 33. 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
  34. 34. MEANINGFUL measurementAwareness Support Interest PURCHASE Loyalty Desire Advocacy
  35. 35. MEANINGFUL measurementMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy
  36. 36. MEANINGFUL measurementMETRICS METRICSAwareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON CUSTOMER VALUE: MEASUREMENT
  37. 37. KPI mapping
  38. 38. PROFIT is NOT a 4-letter word.
  39. 39. Dear CEO… it’s your lead.
  40. 40. Sam Fiorella – Senseiwww.senseiwisdom.com @samfiorella

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