Lecture 4 tactics metrics

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


Brand awareness


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


Brand awareness


Lead gen

Customer support

Goa

l

Voices

WORKSHEET- TACTICS


Brand awareness


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


Brand awareness


Lead gen

Customer support

Goa

l

Voices

WORKSHEET- TACTICS


Brand awareness


Lead gen

Customer support

Goa

l

Voices

WORKSHEET- ROI


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.

http://www.emc.com/

CONVERSATION MODEL Press Analysts

Company

Channel

Customers

Influencer

Conversation Conversation

ConversationConversation

CUSTOMER CENTRIC CONVERSATION



ALWAYS IN CONTACT



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: [email protected]• Post on SlideShare

People will be chosen at random to present on April 28

mailto:[email protected]

Lecture 4 tactics metrics

Business

Transcript of Lecture 4 tactics metrics