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Sam fiorella senseimarketing_socialmediamasters_toronto_oct72011

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Sam Fiorella
Sam Fiorella

Building The Social Enterprise by Sensei Marketing's Sam Fiorella at Social Media Masters Toronto

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Building A Corporate Social Infrastructure. ©2011 Sensei Inc. No Duplication Permission Granted
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. #smm2011 ©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. #smm2011 ©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 #smm2011 ©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. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
Social Media Metrics do not equal Business ROI. Profits = ROI. #smm2011 ©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. #SMM2011
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. #SMM2011 ©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. #smm2011 ©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. #smm2011 ©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
PROCESS There’s a communication gap between Gen Y staff and Boomer Managers. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
PROCESS PROCESS Hierarchical organizational structures must shift to decentralized, matrix-like structures #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
BUSINESS
DECENTRALIZED BUSINESS BUSINESS
SOCIAL BUSINESS BUSINESS
RESOURCES Cross-Silo Contextual Content Repositories: right content-right employee-right customer. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
RESOURCES When solutions find employees, Enterprise become social. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
OVERSIGHT Corp Social Risk Mitigation should be proactive not reactive. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
OVERSIGHT Create Social Media Enablement Policies vs. Policing Policies. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
SUPPORT Community Mngrs have become a must-have job description in the corporate organizational chart #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
SUPPORT Social Training for employees is as req’d as Media Training is for Executives. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
Thanks Toronto! #YouRock ©2011 Sensei Inc. No Duplication Permission Granted

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Sam fiorella senseimarketing_socialmediamasters_toronto_oct72011

  • 1. Building A Corporate Social Infrastructure. ©2011 Sensei Inc. No Duplication Permission Granted
  • 2.
  • 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. #smm2011 ©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. #smm2011 ©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 #smm2011 ©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. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 20. Social Media Metrics do not equal Business ROI. Profits = ROI. #smm2011 ©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. #SMM2011
  • 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. #SMM2011 ©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. #smm2011 ©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. #smm2011 ©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. PROCESS There’s a communication gap between Gen Y staff and Boomer Managers. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 40. PROCESS PROCESS Hierarchical organizational structures must shift to decentralized, matrix-like structures #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 43. SOCIAL BUSINESS BUSINESS
  • 44. RESOURCES Cross-Silo Contextual Content Repositories: right content-right employee-right customer. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 45. RESOURCES When solutions find employees, Enterprise become social. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 46. OVERSIGHT Corp Social Risk Mitigation should be proactive not reactive. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 47. OVERSIGHT Create Social Media Enablement Policies vs. Policing Policies. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 48. SUPPORT Community Mngrs have become a must-have job description in the corporate organizational chart #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 49. SUPPORT Social Training for employees is as req’d as Media Training is for Executives. #smm2011 ©2011 Sensei Inc. No Duplication Permission Granted
  • 50. Thanks Toronto! #YouRock ©2011 Sensei Inc. No Duplication Permission Granted