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Social Media ROI at AIMSCda by @samfiorella
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Sam Fiorella
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Keynote presentation at AIMS Canada Social Media Conference in Toronto, June 12th, 2012
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Social Media ROI at AIMSCda by @samfiorella
1.
SOCIAL MEDIA ROI
2.
ROI?
3.
ROI?
4.
ROI?
5.
apocalypse
6.
community
7.
8.
You want what?
9.
The Social Inquisition
10.
If it has
value…
11.
There’s an ROI
for anything that generates value. ©2011 Sensei Inc. No Duplication Permission Granted
12.
13.
What’s the main
reason corporations can’t create ROI from Social Media Engagement? ©2011 Sensei Inc. No Duplication Permission Granted
14.
Misalignment of each
department’s SM strategies to the Corp strategy = ROI fail ©2011 Sensei Inc. No Duplication Permission Granted
15.
BUSINESS PATH
BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
16.
DEPARTMENTAL PATH
MARKETING BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
17.
COMMON SOCIAL MEDIA
PATH C-SUITE MARKETING BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
18.
Corporations measuring social
media are like dogs chasing their tails ©2011 Sensei Inc. No Duplication Permission Granted
19.
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
20.
EFFECTIVE SOCIAL MEDIA
PATH CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
21.
SOCIAL MEDIA GOALS
CUSTOMER SERVICE SALES MARKETING PUBLIC RELATIONS HUMAN RESOURCES C-SUITE PROFITS BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
22.
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
23.
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
24.
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
25.
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
26.
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
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 PROFITS BUSINESS GOALS ©2011 Sensei Inc. No Duplication Permission Granted
28.
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
29.
Social Media Metrics
do not equal Business ROI. Profits = ROI ©2011 Sensei Inc. No Duplication Permission Granted
30.
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
31.
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
32.
MEANINGFUL BUSINESS METRICS
RETENTION CUSTOMER SERVICE customer complaints found METRIC ©2011 Sensei Inc. No Duplication Permission Granted
33.
MEANINGFUL BUSINESS METRICS
RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? ©2011 Sensei Inc. No Duplication Permission Granted
34.
MEANINGFUL BUSINESS METRICS
RETENTION CUSTOMER SERVICE customer complaints found METRIC customer complaints rectified? WHY? RESULT? ANALYTICS ©2011 Sensei Inc. No Duplication Permission Granted
35.
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
36.
MEANINGFUL measurement Awareness
Support Interest PURCHASE Loyalty Desire Advocacy
37.
MEANINGFUL measurement METRICS
METRICS Awareness Support Interest PURCHASE Loyalty Desire Advocacy
38.
MEANINGFUL measurement METRICS
METRICS Awareness Support Interest PURCHASE Loyalty Desire Advocacy IMPACT ON CUSTOMER VALUE: MEASUREMENT
39.
KPI mapping
40.
PROFIT is NOT
a 4-letter word.
41.
Dear CEO…
it’s your lead.
42.
Sam Fiorella –
Sensei www.senseiwisdom.com @samfiorella