An Investigation into the relationship between objectives of each business unit using social media, the strategies they use and the measures to define success

1. Social Business Value Mapping: Departmental Objectives > Key Strategies > Primary Measures
Customer Service PR Direct marketing Brand Marketing Sales Search Product Development
Primary goals Develop sCRM capability to better
Develop relationships with key Create positive mentions of product at
Develop relevant topics of Increase sales in all non brand Support natural search through
Influence marketing
Increase customers participation in
(by business department) channels and individuals to manage consideration and purchase phase to Build, maintain and develop advocates
service customers and reduce costs conversation to grow brand territory networks, platforms and channels improved keyword ranking product development
information flows drive sales
Develop Develop real Develop f,s,m
Develop Develop Develop Develop / Develop
Strategies Develop p2p customer time Develop Develop social Develop data Establish Curate and g Develop closed
presence on presence on Place polls and presence on incorporate relevant
(relevancy by brand) support service conversation presence on content and web marketing presence in relevant 3rd commerce community
social geo location surveys vouchering reviews across crowd source
mechanics capability for intervention AR platforms applications capability social games party content capabilities research group
networks services platforms product range NPD mechanic
social channels capability where relevant
Strategy Measures Number of queries Number of successful Specific platform Traffic from seeded Specific platform Specific platform Content engagement Specific platform Content engagement Numbers writing Number of
(specific tactic related not included) API usage & revenue # answers Redemptions Visitor numbers Usage numbers
resolved interventions metrics links metrics metrics metrics metrics metrics reviews suggestions
Measures Number of
(specific tactic related Share of Voice on Direct sales by Sentiment by Natural search
Cost to serve relevant topics on Visitor Numbers
not included) key URLs product topic on key URLs rankings
key URLs
Priority
High Medium Low
All © Mark Bjornsgaard EM3 Ltd 2011 http://strategicdigitalthinking.blogspot.com/