Sam Fiorella - The End of Business As Usual

•

0 likes•2,575 views

Jessie_Power

Business Education

What is the real promise of
the social web?

NOT Social.

(kind of embarrassing actually)

…or just improve the life of our
customers…

…in a way that also adds value
to our business’ bottom line?”

…in a way that also adds value
to our business’ bottom line?”

Promise of Social Media

Rethinking Your Social Goals.

©2011 Sensei Inc. No Duplication Permission Granted

What’s the main reason businesses can’t
create ROI from Social Media Engagement?

©2011 Sensei Inc. No Duplication Permission Granted

BUSINESS PATH

BUSINESS GOALS

©2011 Sensei Inc. No Duplication Permission Granted

DEPARTMENTAL PATH

MARKETING

BUSINESS GOALS

©2011 Sensei Inc. No Duplication Permission Granted

COMMON SOCIAL MEDIA PATH
C-SUITE

MARKETING

BUSINESS GOALS

©2011 Sensei Inc. No Duplication Permission Granted

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

SOCIAL MEDIA GOALS
CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE
PROFITS
BUSINESS GOALS

©2011 Sensei Inc. No Duplication Permission Granted

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

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

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

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

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

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

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

Social Media Metrics do not equal Business
ROI. Profits = ROI

©2011 Sensei Inc. No Duplication Permission Granted

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

MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE

customer complaints found METRIC

©2011 Sensei Inc. No Duplication Permission Granted

MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE

customer complaints found METRIC

customer complaints rectified?

©2011 Sensei Inc. No Duplication Permission Granted

MEANINGFUL BUSINESS METRICS
RETENTION
CUSTOMER SERVICE

customer complaints found METRIC

customer complaints rectified?

WHY? RESULT?

ANALYTICS

©2011 Sensei Inc. No Duplication Permission Granted

MEANINGFUL BUSINESS METRICS

METRICS METRICS
Awareness Support
Interest PURCHASE Loyalty
Desire Advocacy

IMPACT ON BOTTOM LINE: MEASUREMENT

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

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

Rethinking Your Social Structure.

©2011 Sensei Inc. No Duplication Permission Granted

In the absence of a social strategy, customers will
bridge the communication gap for you.

©2011 Sensei Inc. No Duplication Permission Granted

©2011 Sensei Inc. No Duplication Permission Granted

EXECS
POST-
SALES HR
SUPPORT

CUST
FINANCE
SERVICE

PR SALES
MKTG

©2011 Sensei Inc. No Duplication Permission Granted

EXECS
POST-
SALES HR
SUPPORT

CUST SOCIAL
FINANCE
SERVICE BUSINESS

PR SALES
MKTG

©2011 Sensei Inc. No Duplication Permission Granted

Sam Fiorella - The End of Business As Usual

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Sam Fiorella - The End of Business As Usual

10.

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14. What is the real promise of the social web?

15.

16. NOT Social. (kind of embarrassing actually)

17. “How do we improve the customer experience with our brand…

18. …or just improve the life of our customers…

19. …in a way that also adds value to our business’ bottom line?”

20. …in a way that also adds value to our business’ bottom line?” Promise of Social Media

26. Social Media ROI

27. Selling Social Media to the Boss

28. PROFIT is NOT a 4-letter word.

32. 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

33. 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

34. 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

35. 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

36. 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

37. 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

39. 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

40. 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

44. 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

45. MEANINGFUL BUSINESS METRICS METRICS METRICS Awareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON BOTTOM LINE: MEASUREMENT

46. 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

47. 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

48. 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

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Editor's Notes

Today’s Presentation:a) b)
VALUE OF EMOTIONAL RELEVANCEVALUE OF DISCUSSIONSVALUE OF SOCIAL AWARENESS VS TRADITITIONAL BRANDVALUE OF TRUST
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.
These are all metrics – not measurementsMetrics are insightsMetrics are contributing factors that lead to a measurement.
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?
Why do we try to align our customers around our business? Align your business processes around the customer lifecycle.
IBM20,000 employees on FB25,000 employees on Twitter

Sam Fiorella - The End of Business As Usual

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Editor's Notes