sxsw - so you have the tux but can you do the dance?
DESCRIPTION
Presentation I gave at SXSW 2012 - Social MediaTRANSCRIPT
So, you bought
the tux…
But, can you do the dance?
(Sony Pictures Television)
And, it looks different too, depending on who you are.
(20th Century FOX)
Social media has evolved beyond three guys with pony tails,
Into a vital communication channel that is powerful and pervasive
And, now everyone is doing it
Customer Care PR IT HR R&D Marketing
Social Media touches all of these
(20th Century FOX)
But, it is complicated, non-linear, and difficult to manage
Why, it matters:Can you say,
billionsand
billions?
(New Line Cinema)
Of course, we need a framework…
• People• Process• Technology• Measurement
People: So, where are you?
(Edelman 2011, edelmandigital.com)
Process: So, where are you?
CRAWL
Policy, Process, Procedure
WALK
Property Management
RUN
Ecosystem Engagement
FLY
Social Innovation & Integration
Technology: So, where are you?
(Warner Bros. Pictures)
22
14
Now the challenge is to measure the impact of each dimension
Metrics come in all shapes and sizes
Measurement: So, where are you?
15
Twitter Impression Reach
Video / Slide Share Views
RT!
Retweet Rates Social Clicks
Socially-Referred Site
Traffic
$Socially-Referred Revenue
Total Reach
Socially-Referred Leads
Engagement Rate
Chatter Levels
Talking About This
Social Page Views
HOLY GRAIL
Social ID Personal ID(e.g., Customer File)
18
Social ID – Customer ID
Mary searches for “Small Business Help”
Earned Media
Paid Media
Owned Content
User Generated Content (UGC)
Follows on Twitter
E-mail Opt In
Joins Small Business Community
Friend asks about Small Business on Facebook, Mary shares BofA content
Shared Content
Mary’s post triggers live chat
Mary chats with BofA Small Business Consultant
Mary enrolls in Online Business
Suite!
CustomerBehavior
$ Impactof
Interaction
Interaction(experience)
ROE
CustomerBehavior
WOM
Recomand
Behavior
SROI
ROE + ROI
Return on Experience Return on Influence
It takes a village
(20th Century FOX)
Q & AMark Grindeland, Chief Marketing Officer
TeleTech Holdings
@mark_grindeland