Building A Corporate Social Infrastructure.
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Sam Fiorella – Sensei
SENSEI MARKETING
Web: senseimarketing.com
Blog: SenseiWisdom.com
Twitter: @samfiorella
What’s the main reason corporations can’t create ROI from Social Media Engagement? #SMM2011
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Corporations fail to show SM ROI because they fail to align each dept’s SM strategies to the Corp strategy.
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BUSINESS PATH
BUSINESS GOALS
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DEPARTMENTAL PATH
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITEBUSINESS GOALS
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COMMON SOCIAL MEDIA PATH
BUSINESS GOALS
C-SUITE
MARKETING
SALES
CUSTO
MER
SERVICE
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Corporations measuring social media are like dogs chasing their tails
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
EFFECTIVE SOCIAL MEDIA PATH
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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
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
SUBJECT MATTER EXPERTISE
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
SUBJECT MATTER EXPERTISE
ACQUISITION OF TALENT
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
SUBJECT MATTER EXPERTISE
ACQUISITION OF TALENT
REPUTATION MANAGEMENT
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
SUBJECT MATTER EXPERTISE
ACQUISITION OF TALENT
REPUTATION MANAGEMENT
LEAD GENERATION & NUTURING
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
SUBJECT MATTER EXPERTISE
ACQUISITION OF TALENT
REPUTATION MANAGEMENT
LEAD GENERATION & NUTURING
REVENUE GENERATION
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
SUBJECT MATTER EXPERTISE
ACQUISITION OF TALENT
REPUTATION MANAGEMENT
LEAD GENERATION & NUTURING
REVENUE GENERATION
RETENTION
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
PROFITS
SUBJECT MATTER EXPERTISE
ACQUISITION OF TALENT
REPUTATION MANAGEMENT
LEAD GENERATION & NUTURING
REVENUE GENERATION
RETENTIONMetrics?
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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
CUSTOMER SERVICE
MARKETING
PUBLIC RELATIONS
SOCIAL MEDIA METRICS
REPUTATION MANAGEMENT
LEAD GENERATION & NUTURING
RETENTION
# of customer complaints found# of customer complaints resolved
# followers/fans# of blog comments/responses
% positive vs. negative commentsTrend in content tone on brand mentions
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CUSTOMER SERVICE
MEANINGFUL BUSINESS METRICS
RETENTION
# of customer complaints found PROFIT?
# of customer complaints resolved
PROFIT?
# fans/followers PROFIT?
# of blog comments/responses PROFIT?
MARKETING
LEAD GENERATION & NUTURING
BUSINESS GOALS
PROFITS
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CUSTOMER SERVICE
MEANINGFUL BUSINESS METRICS
RETENTION
customer complaints found METRIC
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CUSTOMER SERVICE
MEANINGFUL BUSINESS METRICS
RETENTION
customer complaints found
customer complaints rectified?
METRIC
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CUSTOMER SERVICE
MEANINGFUL BUSINESS METRICS
RETENTION
customer complaints found
customer complaints rectified?
WHY? RESULT?
ANALYTICS
METRIC
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CUSTOMER SERVICE
MEANINGFUL BUSINESS METRICS
RETENTION
customer complaints found
customer complaints rectified?
WHY? RESULT?
REFERRAL? UPSELL?
RETENTION?
SALES FUNNELPROFIT
ANALYTICS
METRIC
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AwarenessInterestDesire
PURCHASESupportLoyalty
Advocacy
METRICS
MEANINGFUL BUSINESS METRICS
METRICS
IMPACT ON BOTTOM LINE: MEASUREMENT
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA GOALS
SUBJECT MATTER EXPERTISE
ACQUISITION OF TALENT
REPUTATION MANAGEMENT
LEAD GENERATION & NUTURING
REVENUE GENERATION
RETENTION
©2011 Sensei Inc. No Duplication Permission Granted
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA METRICS
# OF EXECS QUOTES
# OF POTENTIAL HIRES IDENTIFIED
# OF POSITIVE MENTIONS
# OF FOLLOWERS/FRIENDS
# OF LEADS RECORDED
# OF COMPLAINTS RECTIFIED
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PROFIT
CUSTOMER SERVICE
SALES
MARKETING
PUBLIC RELATIONS
HUMAN RESOURCES
C-SUITE
BUSINESS GOALS
SOCIAL MEDIA MEASUREMENT
PROFIT
PROFIT
PROFIT
PROFIT
PROFIT
PROFIT
©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
CUSTOMERS VENDORS
MEDIA
SUPP
LIER
S
CUSTOMERSVENDORS
MED
IASUPPLIERS
©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
HR
FINANCE
SALES
MKTG
PR
CUST SERVICE
POST-SALES
SUPPORT
C-SUITE
CUSTOMERS VENDORS
MEDIA
SUPP
LIER
S
CUSTOMERSVENDORS
MED
IASUPPLIERS
©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
Process Resources Oversight Support
HR
FINANCE
SALES
MKTG
PR
CUST SERVICE
POST-SALES
SUPPORT
C-SUITE
CUSTOMERS VENDORS
MEDIA
SUPP
LIER
S
CUSTOMERSVENDORS
MED
IASUPPLIERS
©2011 Sensei Inc. No Duplication Permission Granted
Social Enterprise requires more than a new voice. It needs a new microphone.
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There’s a communication gap between Gen Y staff and Boomer Managers.
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PROCESS
Hierarchical organizational structures must shift to decentralized, matrix-like structures
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PROCESSPROCESS
BUSINESS
BUSINESS BUSINESSSOCIAL
?
BUSINESS BUSINESSSOCIAL
Cross-Silo Contextual Content Repositories: right content-right employee-right customer.
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RESOURCES
When solutions find employees, Enterprise become social
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RESOURCES
Corp Social Risk Mitigation should be proactive not reactive.
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OVERSIGHT
Create Social Media Enablement Policies vs. Policing Policies.
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OVERSIGHT
Community Mngrs have become a must-have job description in the corporate organizational chart
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SUPPORT
Social Training for employees is as req’d as Media Training is for Executives.
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SUPPORT
Focus.
©2011 Sensei Inc. No Duplication Permission Granted
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