CEOs (and almost C levels decision makers) need to ask certain high-level but tough questions of their digital marketing team and agency. This can be a hard task when new digital programs involve something they may not have direct experience with or when the language employed is often a tangle of acronyms and terms for which they have no context. So, on behalf of all the CEOs out there – here is a starting primer on what you might ask your teams responsible for digital strategy and execution: Why should you approve that budget for the social media campaign ? Don’t be bamboozled by meaningless vanity metrics such as the number of Facebook likes or Twitter followers (those can be cheaply purchased). Instead We will give you the tools to be able to suss and and ask the right questions to make sure you are not throwing Money Away!!

1. Is Your Social Media Manager
lying to you ?

2. Ethel Cofie
CEO Edel Technology Consulting
omen in Tech

3. Super Bowl 2013
Powercut
Retweeted 10,000x in an
hour
Won the superbowl

4. The question in a CEO’s
mind is Great , did it help
us meet our Strategic
objectives?
Technology Partner To The World

5. You are CEO,CFO ,C Level you want to
•Grow sales,
•Provide service to your customers
•Be a loved brand with preferably with the cult following of
Steve jobs
So I am here to give you the tools, and help you ask the right
questions when your team comes to ask for a budget for social
media
Technology Partner To The World

6. What questions should you be Asking
Technology Partner To The World
What business objectives are
we trying to achieve?
Who is the audience we
want to reach and
influence?
Social Media Goals
•Increase referral traffic to their website
•Drive lead generation or e-commerce
purchases
•Increase company credibility

7. What questions should you be Asking
Technology Partner To The World
What are we trying to
persuade them to do – what
are the needs or wants we
are trying to satisfy?
What are our
competitors doing and
how will our approach
differ?

8. What questions should you be Asking
Technology Partner To The World
Where will we find our target
audience – what channels do
they use?
How much is it going to
cost to get the results we
need?

9. What questions should you be Asking
Technology Partner To The World
How are we measuring success ? KPI’s
1) Channel Reports: Are we spending our time and
money in the right places?

10. What questions should you be Asking
Technology Partner To The World
How are we measuring success ? KPI’s
2. ROI Data: Is social media generating leads and
customers for us?
According to Adobe, 52% of marketers cite
difficulties in accurately measuring ROI as
their biggest source of frustration in social
marketing.
To achieve it, you have to be able to plug
your marketing analytics into a contact
database or CRM. Doing so allows you to
connect marketing activity directly to sales
activity and achieve a full-funnel view of
your efforts.
This is Hard !!!!

11. What questions should you be Asking
Technology Partner To The World
How are we measuring success ? KPI’s
3. Customer Response Rates: Are we responding to customers
in social media?
How often customers are mentioning our brand and how many of
those inquiries receive responses.
Depending on your volume of activity, it can be hard to catch every
single inquiry, but companies must strive for a 100% connect rate.
There's little else more frustrating for a customer than a question
ignored, even if it's unintentional.

12. What questions should you be Asking ?
Technology Partner To The World
How are we measuring success ? KPI’s
2. Opportunity Response Rates: Is our sales team finding and
responding to opportunities in social media?
How many interactions are you having with prospects and leads in
social media?
How many mentions of your company are you responding to?
How many closed deals have involved social media interactions?

13. What questions should you be Asking
Technology Partner To The World
How can Social media derail our business and what is the
crisis management plan for it
Examples:#AskJPM

14. What questions should you be Asking
Technology Partner To The World
How can Social media derail our business and what is the
crisis management plan for it Examples:#MyNYPD

15. What questions should you be Asking
Technology Partner To The World
How can Social media derail our business and what is the
crisis management plan for it Examples:##McDstories

16. May the Force be with you ?
Technology Partner To The World
May your Social Media Campaigns be like this !
The Project For Awesome is an online, non-profit fund raising drive organized by
YouTube creators John and Hank Green on December 12-13. Fans of their YouTube
community, affectionately called Nerdfighters, are encouraged to submit videos
advocating for their favorite charities at projectforawesome.com and donate
money on indiegogo.com.
The brothers created a 48 hour livestream of internet celebrities to raise awareness
of the event, and the hashtag, #p4a, which generated upwards of 100
tweets/minute during the event.
P4A has received 1000 videos and raised over $1.2 million. All
proceeds will be donated to Save the Children, Partners in Health, and
other user-voted charities.

17. Thank you
Ethel Cofie
Email :
ethel.cofie@edelitconsult.com
Website : www. edelitconsult.com
Technology Partner To The World’s Non-profits
Sources
HubSpot