Social Media Book launch event ''Business Strategy and Social Media: Strenthening the Ties'' on 17th Sept 2013 http://build-your-social-business.eu/

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Linking social media to
business goals
Kamales Lardi, Lardi & Partner Consulting GmbH
September 2012

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Social Media
has created a new kind of customer
Trusts in
advice
from
network
Buys more
online
Proactively
provides
feedback
Expects
better
customer
experience
Reviews &
ranks
Seeks to
connect
with peers
The ‘Social Customer’
Communicates
online

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Social Media
does this sound familiar to you?
Company X Social Media Lead
 Social media accounts set up
 Decent # of followers / likes
 Content calendar for next 6
months
 Metrics measured: Engagement,
likes, retweets, views




…. Now what??
Business
value?
Potential vs.
risks?
RoI?
Next steps?

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Social Media
to create sustainable value for your business
Social Media
Initiatives
Business
Goals

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Social Media Strategy Framework
5

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• Identify business goals / challenges
• Determine vision for social media
• Explore social media direct or indirect
impact
• Define key strategic metrics
• Consider internal organisational
elements

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Social Media
linking social media to business goals
Business
Goals
Business
Drivers
Social Media
Opportunity
Opportunity
Type
Social Media
Tactics
Example 1 -
Private bank
Generate increased
revenue for wealth
management
business
Increase inbound
leads by 10% for
customer segment
35 – 50 years
Create presence on
social media
focused on
providing
investment advice
and online portfolio
risk profiling
Business 2.0 Defined in Phase 2
Example 2 –
Technology
developer
Improve efficiency
of product
innovation cycle
Reduce cycle time
from idea
generation to
prototype by 20%
Create employee
crowdsourcing
platform to assess,
feeback & rank new
product ideas
Enterprise
Collaboration
Defined in Phase 2

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Social Media
how ready is your company?
Stages of Maturity
ValueCreation
• Aware of Social
Media but not used
for business
• No or only
information
monitoring
• Aware of Social
Media & impact on
business
• Monitor relevant
online conversations
& analyze for key
messages
• Able to participate in
customer online
conversations
• Identified key Social
Media channels to
communicate brand
message
• Brand message tells
company story
• Structure to respond
to customers set up
• Embedded in existing
customer service
channels
• Employees actively
involved or
encouraged
• Actively participating
in Social Media
• Contribute value
through content
• Social Media channels
contribute to
strategic objectives
Maturity Assessment Tool:
http://www.lardipartner.com/smma/
Source: LPC point of view, 2012

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Source: LPC point of view, 2012
Social Media
C-Level management buy-in
• Speak the C-level language
• Use data to convince
• Highlight outcomes achieved
• Educate
• Create an urgency

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• Determine the focus area(s)
• Identify target audience
• Define use cases
• Plan content and channels (or tools)
• Employee training & education

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Thank you
@KamLardi
ch.linkedin.com/in/kamaleslardi
slideshare.net/kamalesn
xing.com/profiles/Kamales_Lardi
lardistrategy.com

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Source: LPC point of view, 2012
Book Video
http://youtu.be/AXj7Hv2w62Q

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