sample smac assessment
DESCRIPTION
This is a sample SMAC Assessment that provides you with an optimized digital roadmap and marketing priorities around your key business goals.TRANSCRIPT
SMAC ASSESSMENTFOR LEAF
DIGITAL SOLUTIONS FOR MARKET LEADERSHIP
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CHALLENGE SUMMARY
Challenge Summary
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• Target markets are either inactive on social media or do not engage with posted content. Social is an important channel because it develops and maintains business relationships.
• Leaf needs to leverage social media channel to generate leads and retain customers
Customer’s Persona
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Responsible for managing his restaurant, hiring staff, advertising, promoting, and is personally invested.
HOW HIS COLLEAGUES DESCRIBE HIM: High energy guy, always on the run Passionate about the restaurant business
KEY JOB REQUIREMENTS: Hire quality chefs and wait staff Oversees menu selection Promote the restaurant via web site and mobile outlets, other
advertising Oversees financial management of the business
KEY LEAF SITE TASKS: Read up on Leaf products and services Uses Leaf products in the restaurant Asks support questions Reads Leaf’s blog
Gary, 32, Small Business Owner
Personal InformationSelf-employedLives: San Jose, CA
Personal InformationSelf-employedLives: San Jose, CA
In his spare time:• Spends time with his family• Uses social media for personal
communication
In his spare time:• Spends time with his family• Uses social media for personal
communication
Leaf vs. Small Business Owners vs. Consumers
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• Using social media for personal use.
• Interacting with personal stories.
• Takes multiple days to respond to messages
• On web and mobile channels, not social
• Blog, tips, news
• Company news/events
• Company news/events
• Interacting with blog posts
• Engages with brands on multiple social media channels
SMAC ASSESSMENT
SMAC Assessment Framework & Scoring
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Framework Includes• Evaluation criteria for 5 levels for each of the SMAC elements• For each element, points are assigned (1 for Level 1, 2 for Level 2, etc.) – total
points determines overall score and level rating• Scoring range is the following:
• Level 1: 0-4 • Level 2: 5-8 • Level 3: 9-12 • Level 4: 13-15 • Level 5: 16-20
SMAC Assessment Framework & Scoring – Leaf Score = 3
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Level 1 - Dormant Level 2 - Testing Level 3 - Coordinating Level 4 – Scaling & Optimizing
Level 5 - Empowering
Resistant to any use of SM No long-term SM strategy, strictly task-oriented, individuals test in isolated pockets
Coordination across all channels, includes qualitative measures
Shift toward growing social channels; One full-time dedicated resource, Takes action from social conversations
Core business applications have social feature, social elements are incorporated into key business processes
Level 1 – Limited Mobile Presence
Level 2 - Reactive & Experimental
Level 3 – Defined & Repeated Level 4 – Managed & Measured
Level 5 – Optimization & Innovation
Limited mobile presence, not considered core to the business
Organization is reacting to external pressures, need for improvement is acknowledged but overall vision is absent
Mobile is considered a core customer interaction channel, global vision drives investment in the mobile channel
Seamlessly integrated channel experience, mobile capabilities expanding beyond implementing the core business capabilities
Rich, dynamic, seamless, channel experience, focus on continuous improvement and optimization
Level 1 – Web Metrics
Level 2 - Behavior Optimization
Level 3 – E-Marketing
Level 4 – CRM
Level 5 – Corporate Performance Management
IT driven, few decisions, minimal value, "feel good" information (page views, visits)
Business driven, working on metrics, accuracy and process, path analysis, A/B testing/, KPIs are defined
Channel is optimized, Segmentation, SEO, personas are created
Analytics generate a holistic view of the customer, multichannel aggregation, cost-shifting analysis, analytics drive decisions
Strategic web, multichannel sales reports, strategic planning, predictive analytics are conducted
Level 1 – Performed Level 2 - Defined Level 3 – Managed Level 4 – Adapted
Level 5 – Optimization
Focus on functionality, isolated use of web-based applications, internal shift to basic programming platforms
Focus on competency, selected enterprise collaboration applications, utilize full-blown stack platform internally
Focus on effectiveness, spin off home grown apps into cloud service, Use of ERP
Focus on Responsiveness, customize cloud applications, revamp existing applications, employ on-demand public cloud services
Focus on Automation, Utility is a result of commoditization and industrialization
RECOMMENDATIONS
Identify KPI’s
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Conduct customer research on use of social media Segment audiences Establish KPI’s for social channel Tighten up site content to speak to customer segments
Increase Mobility
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Optimize site for mobile responsiveness Utilize web and mobile channel to communicate to small businesses & promote
social channel
Engage in Trial Campaigns
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Leverage LinkedIn premium service to target small business owners LinkedIn Ads – social media offers Engage small business organizations to reach audience Establish analytics to track campaigns Promote use of Leaf through YouTube or Vine videos (e.g., testimonials)
Explore Partnerships
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Explore partnerships with current customers to engage with business (e.g., restaurant)
Develop a Loyalty Program
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Develop a program wherein customers earn discounts or other value add items such as points
Establish Advanced Analytics
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Advanced analytics to measure sentiment - integrated with other marketing metrics
Leverage Social Media Platforms
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Leverage social media tools (e.g., HootSuite) to further track campaigns Mass Relevance to create a unique social experience GaggleAmp to broadcast company and employee messages Continuous testing Modify organization to respond to social media input (e.g., product changes)
NEXT STEPS
Strategy Roadmap
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Phase 1: Initial Improvements
– Identify KPI’s– Increase Mobility– Engage in Trial Campaigns
Phase 2: Expanding Capabilities
Explore partnerships Develop a Loyalty Program Establish Advanced Analytics
Phase 3 and Beyond: Integrated Marketing Capabilities
Leverage social platforms Continuous testing and
improvement for all digital channels
THANK YOU!