Sam fiorella senseimarketing_socialmediamasters_toronto_oct72011

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Building The Social Enterprise by Sensei Marketing's Sam Fiorella at Social Media Masters Toronto

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Sam fiorella senseimarketing_socialmediamasters_toronto_oct72011

  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. #smm2011©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. #smm2011©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 #smm2011©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. #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  19. 19. Social Media Metrics do not equal Business ROI. Profits = ROI. #smm2011©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.#SMM2011
  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. #SMM2011©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. #smm2011©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. #smm2011©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. PROCESS There’s a communication gap between Gen Y staff and Boomer Managers. #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  39. 39. PROCESS PROCESS Hierarchical organizational structures must shift to decentralized, matrix-like structures #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  40. 40. BUSINESS
  41. 41. DECENTRALIZEDBUSINESS BUSINESS
  42. 42. SOCIALBUSINESS BUSINESS
  43. 43. RESOURCES Cross-Silo Contextual Content Repositories: right content-right employee-right customer. #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  44. 44. RESOURCES When solutions find employees, Enterprise become social. #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  45. 45. OVERSIGHT Corp Social Risk Mitigation should be proactive not reactive. #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  46. 46. OVERSIGHT Create Social Media Enablement Policies vs. Policing Policies. #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  47. 47. SUPPORT Community Mngrs have become a must-have job description in the corporate organizational chart #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  48. 48. SUPPORT Social Training for employees is as req’d as Media Training is for Executives. #smm2011©2011 Sensei Inc. No Duplication Permission Granted
  49. 49. Thanks Toronto! #YouRock©2011 Sensei Inc. No Duplication Permission Granted

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