Using Social Media to Drive Business Objectives
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Even though it’s social media, it can still drive business objectives. 3 ways that social media drives business objectives at Toro and what social metrics in social media are important to pay attention to.
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Using Social Media to Drive Business Objectives
- 1. DRIVING BUSINESS OBJECTIVES THROUGH SOCIAL MEDIA Eric Ellis, Sr. Specialist, Digital & Social Media @ericjohnellis
- 2. How do I fit?
- 3. It’s Not All Glamourous
- 4. Efficient
- 5. Effective
- 6. Innovative
- 7. Easier
- 8. Productive
- 9. Powerful
- 10. Smarter
- 11. And, we have the experience
- 12. When It Was Much Easier
- 14. What’s Changed? Avg. 10.4 Sources Previously Today E The Customer Journey http://www.thinkwithgoogle.com/collections/zero-moment-truth.html
- 15. What Does This Mean? mfgmatters.com
- 20. Measuring Brand Awareness via Social Media blog.instant.ly
- 21. Measuring Traffic Drivers via Social Media www.wix.com
- 23. Grow Revenue - Drive to Experience Click Though Rate (CTR) Cost Per Click (CPC) Cost Per Impression (CPM) razorleaf.com
- 24. Reduce Cost – Brand Awareness
- 25. Decrease Risk - Brand Awareness www.linkedin.com
- 26. Grow Revenue - Brand Awareness
- 27. Driving Business Objectives through Measuring Social KPI’s
Editor's Notes
- And we know it’s not all glamourous. But we take the un-glamourous…
- But we make our products to be more: Efficient. The Reelmaster® 5010-H is the industry’s first and only fairway mower with a true hybrid drive system.
- But we make our products to be more: Effective
- But we make our products to be more: Innovative/Space. The Toro® Recycler with SmartStow is a first-of-its-kind, space-saving mower.
- But we make our products to make things: Easier. Toro’s new all-wheel-drive Recycler® takes the muscle out of mowing hills and other tough mowing conditions.
- But we make our products to make things: Durable and Faster. Toro's new SnowMaster™ snowblower has the impressive power of a two-stage to handle the deep, end-of-driveway snow, yet handles like a lightweight, single-stage snowblower.
- But we make our products to make things: Powerful. Rated operating capacity over 1,000-lbs to lift more than any compact utility loader on the market
- But we make our products to be: Smarter. Soil Sensor reduces water waste by continuously measuring moisture levels in the soil and determining when to allow your controller to water.
- And we have the know-how and experience to build it with 101 years under our belts!
- It used to be easier. We could just film a commercial, do some media buys, and wah-la. We’d see sales lift.
- But things have changed. The ZMOT, by Google in 2011 really changed companies perception and realization of how consumers buy product.
- The ZMOT, Zero Moment of Truth is a new take on the New Customer Journey. In the past, a consumer would see a commercial on TV, a print ad or in the very beginning, something on the internet. Then that person would go to the store, buy it off the shelf, and come home to buy and, then tell others. Now, a customer will see the ad in any number of places, still could be TV or print, but now the ever expanding digital and social world. From there, there’s now another step. A customer instead of going to the store, will now jump online to find more out about the product. On average, they will check out 10 sources before going to the store to see it at shelf. What’s really interesting, is that now, when that customer brings their product home and experiences it. They talk about it, not only in person, but now in digital formats like social media. This step, now becomes that next potential customer’s zero moment of truth by showing up as reviews, or posts on social media… or even video experiences on Youtube. It’s really become powerful!
- So what does this mean? It’s become Complicated. And what really drives the needle? (Toro’s first plant, in St. Paul)
- But, even though it’s social, it can still drive business objectives
- Even though it’s social, businesses can still drive objectives like: Grow Revenue. While we haven’t, at other companies I’ve worked for, we looked at social attribution models. What I found, was that while social media may not be the first-touch of the customer, or the last touch, but there is a social media touch throughout the digital customer journey. This really gave light to the digital customer journey at these companies and truly proved social media as valued marketing channel.
- Even though it’s social, businesses can still drive objectives like: Reduce Costs What if you could reduce company costs? A lot of companies don’t feel that social can help drive down costs. How you might ask? One way is customer care support. What if you could offset customer call center activity by being proactive? I’ll show you an example later.
- Even though it’s social, businesses can still drive objectives like: Decrease Risk If you could read what everyone was saying about your brand, in real time, how would that affect your brand? What could you do with it? I’ll share a way that we use social media listening to decrease company risk.
- Now I can’t help you pick the digital channels to pursue. However, I can help you measure and understand digital KPI’s and which one’s matter. (Awareness)
- Now I can’t help you pick the digital channels to pursue. However, I can help you measure and understand digital KPI’s and which one’s matter. (Drive to Experiences)
- Depending on your goal… Awareness or Traffic, your KPI’s may be different. Now here is a listing of the most common metrics out of Facebook advertising that can show success.
- We tested a few tactics when we launched Z-Builder. CPM: How much did it cost to be seen? CPC: How much did it cost to get someone to click? CTR: Of the people that saw, how many clicked to the site? Carts:
- How many listen on a regular basis on how your company is being mentioned in social media? At Toro, we decrease risk by regularly listening to what people are saying out there. We have a regular email alert setup that come to us, in External communications, but also certain people within Toro like Marketing Managers, Legal teams, and even our safety teams. We listen for things like emergencies… where people may have gotten hurt while using our products. Which can decrease risk by allowing us to reach out to find out more and even remedy the situation before it hits media. We listen for unhappy customers… where people have had a bad experience, and we can get ahead of the implications by reaching out directly to the customer. And we look at anything else out there on social and even websites where we are mentioned. And it’s not always bad, but social listening helps us stave off brand risk by listening to what people are saying before our brand is affected.
- Brand Awareness
- While I’ve highlighted 3 common areas businesses look to leverage social media, there are other ways to leverage social media as well. For instance, do you have a business unit or function your business is looking to increase. Whether you’re driving awareness or driving traffic look for engagement metrics or web traffic metrics to gauge your success.