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Building A Corporate
                 Social Infrastructure.
©2011 Sensei Inc. No Duplication Permission Granted
Sam fiorella
What’s the main reason corporations can’t
                  create ROI from Social Media Engagement?
                  #SMM2011

©2011 Sensei Inc. No Duplication Permission Granted
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
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
Corporations measuring social media are like
                               dogs chasing their tails


©2011 Sensei Inc. No Duplication Permission Granted
EFFECTIVE SOCIAL MEDIA PATH
                             CUSTOMER SERVICE


                             SALES


                             MARKETING


                             PUBLIC RELATIONS


                             HUMAN RESOURCES


                             C-SUITE


                            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
Metrics = logical & emotional connections
                               between business and it’s customers.


©2011 Sensei Inc. No Duplication Permission Granted
Social Media Metrics do not equal Business
                               ROI. Profits = ROI


©2011 Sensei Inc. No Duplication Permission Granted
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
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
                                                             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
MEANINGFUL BUSINESS METRICS


METRICS                             METRICS
Awareness                             Support
 Interest        PURCHASE             Loyalty
 Desire                              Advocacy



       IMPACT ON BOTTOM LINE: MEASUREMENT
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
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
PROFIT is NOT a 4-letter word.
Building A Corporate
                 Social Media Infrastructure.
©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
In the absence of a consolidated SM
                               plan, individual managers execute individual
                               strategies.

©2011 Sensei Inc. No Duplication Permission Granted
C-SUITE
                                                      POST-
                                                      SALES               HR
                                                      SUPPORT


                                                CUST
                                                                            FINANCE
                                               SERVICE



                                                        PR                SALES
                                                                MKTG




©2011 Sensei Inc. No Duplication Permission Granted
Social engagement is not a tactical execution
                               but a cross-functional business strategy.


©2011 Sensei Inc. No Duplication Permission Granted
C-SUITE
                                                      POST-
                                                      SALES                 HR
                                                      SUPPORT

                                                                 Process
                                                CUST            Resources
                                                                              FINANCE
                                               SERVICE          Oversight
                                                                 Support


                                                        PR                  SALES
                                                                 MKTG




©2011 Sensei Inc. No Duplication Permission Granted
Social Enterprise requires more than a new
                               voice. It needs a new microphone.


©2011 Sensei Inc. No Duplication Permission Granted
PROCESS



                               There’s a communication gap between
                               Gen Y staff and Boomer Managers.


©2011 Sensei Inc. No Duplication Permission Granted
PROCESS
  PROCESS



                               Hierarchical organizational structures
                               must shift to decentralized, matrix-like
                               structures
©2011 Sensei Inc. No Duplication Permission Granted
BUSINESS
SOCIAL
BUSINESS   BUSINESS?
SOCIAL
BUSINESS   BUSINESS
RESOURCES



                               Cross-Silo Contextual Content Repositories:
                               right content-right employee-right customer.


©2011 Sensei Inc. No Duplication Permission Granted
RESOURCES



                               When solutions find employees,
                               Enterprise become social


©2011 Sensei Inc. No Duplication Permission Granted
OVERSIGHT



                               Corp Social Risk Mitigation should
                               be proactive not reactive.

©2011 Sensei Inc. No Duplication Permission Granted
OVERSIGHT



                               Create Social Media Enablement
                               Policies vs. Policing Policies.

©2011 Sensei Inc. No Duplication Permission Granted
SUPPORT



                               Community Mngrs have become a must-have
                               job description in the corporate
                               organizational chart

©2011 Sensei Inc. No Duplication Permission Granted
SUPPORT



                               Social Training for employees is as req’d as
                               Media Training is for Executives.


©2011 Sensei Inc. No Duplication Permission Granted
Focus.



©2011 Sensei Inc. No Duplication Permission Granted

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Sam fiorella

  • 1. Building A Corporate Social Infrastructure. ©2011 Sensei Inc. No Duplication Permission Granted
  • 3. What’s the main reason corporations can’t create ROI from Social Media Engagement? #SMM2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 4. 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
  • 5. BUSINESS PATH BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
  • 6. DEPARTMENTAL PATH MARKETING BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
  • 7. COMMON SOCIAL MEDIA PATH C-SUITE MARKETING BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
  • 8. Corporations measuring social media are like dogs chasing their tails ©2011 Sensei Inc. No Duplication Permission Granted
  • 9. EFFECTIVE SOCIAL MEDIA PATH CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
  • 10. 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
  • 11. SOCIAL MEDIA GOALS CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE PROFITS BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. Metrics = logical & emotional connections between business and it’s customers. ©2011 Sensei Inc. No Duplication Permission Granted
  • 20. Social Media Metrics do not equal Business ROI. Profits = ROI ©2011 Sensei Inc. No Duplication Permission Granted
  • 21. 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
  • 22. 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
  • 23. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC ©2011 Sensei Inc. No Duplication Permission Granted
  • 24. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? ©2011 Sensei Inc. No Duplication Permission Granted
  • 25. MEANINGFUL BUSINESS METRICS RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS ©2011 Sensei Inc. No Duplication Permission Granted
  • 26. 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
  • 27. MEANINGFUL BUSINESS METRICS METRICS METRICS Awareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON BOTTOM LINE: MEASUREMENT
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. PROFIT is NOT a 4-letter word.
  • 32. Building A Corporate Social Media Infrastructure. ©2011 Sensei Inc. No Duplication Permission Granted
  • 33. In the absence of a social strategy, customers will bridge the communication gap for you. ©2011 Sensei Inc. No Duplication Permission Granted
  • 34. ©2011 Sensei Inc. No Duplication Permission Granted
  • 35. In the absence of a consolidated SM plan, individual managers execute individual strategies. ©2011 Sensei Inc. No Duplication Permission Granted
  • 36. C-SUITE POST- SALES HR SUPPORT CUST FINANCE SERVICE PR SALES MKTG ©2011 Sensei Inc. No Duplication Permission Granted
  • 37. Social engagement is not a tactical execution but a cross-functional business strategy. ©2011 Sensei Inc. No Duplication Permission Granted
  • 38. C-SUITE POST- SALES HR SUPPORT Process CUST Resources FINANCE SERVICE Oversight Support PR SALES MKTG ©2011 Sensei Inc. No Duplication Permission Granted
  • 39. Social Enterprise requires more than a new voice. It needs a new microphone. ©2011 Sensei Inc. No Duplication Permission Granted
  • 40. PROCESS There’s a communication gap between Gen Y staff and Boomer Managers. ©2011 Sensei Inc. No Duplication Permission Granted
  • 41. PROCESS PROCESS Hierarchical organizational structures must shift to decentralized, matrix-like structures ©2011 Sensei Inc. No Duplication Permission Granted
  • 43. SOCIAL BUSINESS BUSINESS?
  • 44. SOCIAL BUSINESS BUSINESS
  • 45. RESOURCES Cross-Silo Contextual Content Repositories: right content-right employee-right customer. ©2011 Sensei Inc. No Duplication Permission Granted
  • 46. RESOURCES When solutions find employees, Enterprise become social ©2011 Sensei Inc. No Duplication Permission Granted
  • 47. OVERSIGHT Corp Social Risk Mitigation should be proactive not reactive. ©2011 Sensei Inc. No Duplication Permission Granted
  • 48. OVERSIGHT Create Social Media Enablement Policies vs. Policing Policies. ©2011 Sensei Inc. No Duplication Permission Granted
  • 49. SUPPORT Community Mngrs have become a must-have job description in the corporate organizational chart ©2011 Sensei Inc. No Duplication Permission Granted
  • 50. SUPPORT Social Training for employees is as req’d as Media Training is for Executives. ©2011 Sensei Inc. No Duplication Permission Granted
  • 51. Focus. ©2011 Sensei Inc. No Duplication Permission Granted

Notes de l'éditeur

  1. Today’s Presentation:a) b)
  2. VALUE OF EMOTIONAL RELEVANCEVALUE OF DISCUSSIONSVALUE OF SOCIAL AWARENESS VS TRADITITIONAL BRANDVALUE OF TRUST
  3. These are all metrics – not measurementsMetrics are insightsMetrics are contributing factors that lead to a measurement.
  4. So it’s about creating realtionships. Development ConftentReach, Relevancy, InfluenceBut how do you get the team to do this?
  5. Social Media has not changed the basics of Business Economics.
  6. Example: Best BuyAvg + 1% of engagement leads directly to $100,000 in new sales.
  7. WHAT ARE METRIC?
  8. 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.
  9. Why do we try to align our customers around our business? Align your business processes around the customer lifecycle.
  10. Customers Expect Businesses to be On-Demand. So Businesses Must Enable Employees to be On-Demand ”
  11. IBM20,000 employees on FB25,000 employees on Twitter
  12. Internal Corporate Social Network will bridge corporate communication gaps. #smm2011
  13. Example: IBM Connections, IBM Expert Search
  14. Example: IBM Connections, IBM Expert Search
  15. 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.
  16. 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
  17. 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.