Sam Fiorella

Building A Corporate Social Infrastructure.

©2011 Sensei Inc. No Duplication Permission Granted

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


Corporations fail to show SM ROI because they fail to align each dept’s SM strategies to the Corp strategy.


BUSINESS PATH

BUSINESS GOALS


DEPARTMENTAL PATH

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITEBUSINESS GOALS


COMMON SOCIAL MEDIA PATH

BUSINESS GOALS

C-SUITE

MARKETING

SALES

CUSTO

MER

SERVICE


Corporations measuring social media are like dogs chasing their tails


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

EFFECTIVE SOCIAL MEDIA PATH


Corporate social media measurement can only be achieved when each dept’s goals are aligned with that of the Corp


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS

SUBJECT MATTER EXPERTISE


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS


ACQUISITION OF TALENT


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS



REPUTATION MANAGEMENT


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS




LEAD GENERATION & NUTURING


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS





REVENUE GENERATION


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS





REVENUE GENERATION

RETENTION


CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS

PROFITS





REVENUE GENERATION

RETENTIONMetrics?


Metrics = logical & emotional connections between business and it’s customers.


Social Media Metrics do not equal Business ROI. Profits = ROI


CUSTOMER SERVICE

MARKETING

PUBLIC RELATIONS

SOCIAL MEDIA METRICS



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


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


BUSINESS GOALS

PROFITS


CUSTOMER SERVICE


RETENTION

customer complaints found METRIC


CUSTOMER SERVICE


RETENTION

customer complaints found

customer complaints rectified?

METRIC


CUSTOMER SERVICE


RETENTION



WHY? RESULT?

ANALYTICS

METRIC


CUSTOMER SERVICE


RETENTION



WHY? RESULT?

REFERRAL? UPSELL?

RETENTION?

SALES FUNNELPROFIT

ANALYTICS

METRIC


AwarenessInterestDesire

PURCHASESupportLoyalty

Advocacy

METRICS


METRICS

IMPACT ON BOTTOM LINE: MEASUREMENT

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA GOALS





REVENUE GENERATION

RETENTION


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


PROFIT

CUSTOMER SERVICE

SALES

MARKETING

PUBLIC RELATIONS

HUMAN RESOURCES

C-SUITE

BUSINESS GOALS

SOCIAL MEDIA MEASUREMENT

PROFIT

PROFIT

PROFIT

PROFIT

PROFIT

PROFIT


PROFIT is NOT a 4-letter word.

Building A Corporate Social Media Infrastructure.


In the absence of a social strategy, customers will bridge the communication gap for you.


CUSTOMERS VENDORS

MEDIA

SUPP

LIER

S

CUSTOMERSVENDORS

MED

IASUPPLIERS


In the absence of a consolidated SM plan, individual managers execute individual strategies.


HR

FINANCE

SALES

MKTG

PR

CUST SERVICE

POST-SALES

SUPPORT

C-SUITE

CUSTOMERS VENDORS

MEDIA

SUPP

LIER

S

CUSTOMERSVENDORS

MED

IASUPPLIERS


Social engagement is not a tactical execution but a cross-functional business strategy.


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


Social Enterprise requires more than a new voice. It needs a new microphone.


There’s a communication gap between Gen Y staff and Boomer Managers.


PROCESS

Hierarchical organizational structures must shift to decentralized, matrix-like structures


PROCESSPROCESS

BUSINESS

BUSINESS BUSINESSSOCIAL

?

BUSINESS BUSINESSSOCIAL

Cross-Silo Contextual Content Repositories: right content-right employee-right customer.


RESOURCES

When solutions find employees, Enterprise become social


RESOURCES

Corp Social Risk Mitigation should be proactive not reactive.


OVERSIGHT

Create Social Media Enablement Policies vs. Policing Policies.


OVERSIGHT

Community Mngrs have become a must-have job description in the corporate organizational chart


SUPPORT

Social Training for employees is as req’d as Media Training is for Executives.


SUPPORT

Focus.


Sam Fiorella

Business

duplication permission

smm20112011 sensei

tails2011 sensei

corp2011 sensei

social media engagement

depts goals

sm roi

depts sm strategies