Post on 18-Nov-2014
description
THE COMPANY IS THE CONTENT
LECTURE 4: TACTICS, METRICS
REVIEW
FRAMEWORK
MeasureHow will you measure success?
VoicesHow do you want to speak?
ListenWhat is the market saying?
GoalWhat do you want to accomplish?
WORKSHEET
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
WORKSHEET
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
TacticsMetrics
TACTICS, METRICS
SOCIAL NETWORKS VS SOCIAL MEDIA
Social Networks• Audience• Conversations
Hybrid• Audience• Content
Social Media• Content
TACTICS FUNNELGeneral
ConversationSpecific
Conversations
Content
WORKSHEET
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
WORKSHEET- TACTICS
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
HOW DO YOU MEASURE ROI?
Depends
BRAND AWARENESS INFLUENCE THE MARKET• Abstract, hardest to measure
• Engagement
• Are messages resonating?• Getting response?• Being picked up in other media?
• User or customer surveys?
SURVEYS
Did you hear from• Print ad?• Tradeshow?• News article?• LinkedIn?
Which consulting company best understands IT?• Cap Gemini?
LEAD GEN• Compare cost of a lead
• Look at unit cost of lead
Conventional Social
Social
CUSTOMER SUPPORT• Compare cost of a support call
• Look at unit cost of support call
Conventional Social
Social
WORKSHEET
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
WORKSHEET- TACTICS
Informer Seller Worker “One-liner guy”
Brand awareness
Influence the market
Lead gen
Customer support
Goa
l
Voices
WORKSHEET- ROI
Informer Seller Worker “One-liner guy”
Brand awareness • User
surveys• Engage
• User surveys
• EngageInfluence the market
Lead gen • Cost of lead
Customer support
• Cost of support
Goa
l
Voices
FUNNEL IN ACTION
General Conversations
Specific Conversations
Goal: Branding
Metric: Brand research
Teaser about issues
Goal: Lead Gen
General explanation
Explanation Metric: email
CALCULATING BEST OPTION- BRANDING
TRADITIONAL
Costs
• Advertising
• PR agency
• Sponsorships
Metric
• Branding score
SOCIAL
Costs
• Content generation
• FB/G+ monitoring
Metric
• Branding score
What is the cost of each, to get to the same result
CALCULATING ROI- LEAD GEN
TRADITIONAL
Total Costs
• Inside sales
• Marketing collateral
Metric
• Expected leads
• Expected revenues
SOCIAL
Total Costs
• Content creation
• Social media monitoring
Metric
• Expected leads
• Expected revenues
RECOMMENDATION
Set Goals
Decide Metrics
Deploy Tools
MeasureKnow your businessGet finance to help with ROI
EMC QUESTIONS
Define EMC’s customer centric approach. Why is social media ideal to support customer centricity?
What is a “VAR”? How can social media help EMC maintain close customer relationships, despite its reliance on VARs?
Look at EMC’s website (www.emc.com) Find one example of inbound marketing, one example of customer listening.
CONVERSATION MODEL Press Analysts
Company
Channel
Customers
Influencer
Conversation Conversation
ConversationConversation
CUSTOMER CENTRIC CONVERSATION
Conversation Conversation
ConversationConversation
ALWAYS IN CONTACT
Conversation Conversation
ConversationConversation
VAR
EMC.COM
ASSIGNMENT: SOCIAL MEDIA PRODUCT LAUNCHFive slide preso:
• Slide 1: Explain company, product, competitive differentiator
• Slide 2, 3: Social media campaign for a product launch. Strategy for getting into the conversation:
• Before product launch• Launch date• After product launch
• Slide 5: What social tool will you use? Why?• Slide 5: Inspiration: How did you come up with this
idea? What company did you use for inspiration?
Must be B2B
ASSIGNMENT DUE APRIL 23
All requesting a grade must hand in their preso
• Email: ronpiovesan@gmail.com• Post on SlideShare
People will be chosen at random to present on April 28