3. How will Social Media discipline be aligned with HR, Technology, Customer Service, Sales, etc.?

4. How will we integrate SM marketing campaigns with existing, more ‘traditional’ marketing efforts?

5. Why is the Enterprise different from individual Social Media efforts?

6. Is my organization and my executive management team ready for Social Media Marketing and Branding?

7. Who do I hire to manage Social Media?

8. Where in the organization will Social Media reside?

9. Will I be able to allocate/justify sufficient budget to Social Media efforts in our company?

10. Does everyone treat Social Media as a strategic effort or as an offshoot of Marketing or PR/Communications?

11. Will I be able to identify Social Media ROI to the C-level suite?

12. Are we going to use “social” for advertising and PR/Communications?

13. What about “disaster recovery” and “reputation management”? 2 www.social2b.com

15. Customer notices

17. Community building

18. Branding & PR

19. Sales SupportMarketing outcomes: Customers, leads, sales, service contacts, conversion, retention, winback and response efficiencies. Acquisition cost, Avg. order, Avg. profit, Lifetime Value. www.social2b.com

21. Solve for the KPI & projections

22. Apply Enterprise Scorecard parameters, categories

23. Solve for risk, Enterprise cost, growth, etc.

24. Map to Social Media campaign cost

25. Solve for Enterprise Revenue Generation or Cost Savings thru Social Media

26. Shift $$$ to Social Media !!!www.social2b.com

29. Page Views

30. Search Engine Rankings

31. Sentiment

32. Message Inclusion

33. Share of Online Discussion

34. Net Positive Comments

36. Repeat Visits

37. Comments on Posts

38. Time on Visit

39. Subscribes to Feeds

40. Retweet / @replies

41. Message recallwww.social2b.com

43. Change in Attitude

44. Purchase Consideration

45. Association with Brand

46. Likelihood they will recommend to a friend

47. Advocacy

49. Attend an event

50. Tell a friend

51. Contact the company

52. Purchase the product

53. Donate

54. Volunteer

55. Advocatewww.social2b.com

57. Return on Ignoring

58. Return on Influence

59. Social capital

60. Cost comparison for same Value Chain function

61. Traditional vs.

62. Social Media

63. Pro-forma ROI

64. Website vs.

65. Social Media platform

66. Media spend vs. ‘SM Campaign’ Spend

67. Brand Equity & Market Share or

68. “Influence over large numbers”

69. Segmentation ROI based on Social Media ‘pshychographics’

70. Map Social Media KPI’s to the Enterprise Balanced Scorecardwww.social2b.com

72. Each has it’s own KPI’s, assumptions, metrics and measurements

73. Define the Social Media Maturity Index

74. Map to the Enterprise’s Scorecard or Business Goals

75. Solve for Social Media:Revenue Generation Cost Savings www.social2b.com