Social Media ROI Managing and Measuring Social Media Efforts in Your Organization
by Blanchard, OlivierEdition: 1st
Format: Paperback
Pub. Date: 2011-02-22
Publisher(s): Que Publishing
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Summary
Discover exactly how to manage and measure your social media efforts, understand your true ROI - and maximize it The first book about social media written by a business executive for executives Connects the dots between program development, integration, management, and business impact Clearly explains how to effectively integrate Social Media into long-term business programs, short-term campaigns, and brand initiatives Foreword by Chris Brogan, afterword by Guy Kawasaki Social Media ROIshows exactly how to make social media work for business, measure the results, and optimize them. Globally renowned brand strategist and marketing executive Olivier Blanchard shows how to connect the dots between social media strategy, program development, integration with other short- and long-term initiatives, execution, and business impact - both financial and non-financial. Both a practical social media training tutorial and an A-Z desk reference, this book is organized to provide fast answers to specific questions -- ranging from defining metrics and organizational guidelines to earning followers and managing crises. Coverage includes: " Getting started: "listening before talking" " Aligning social communications to business goals " Planning for performance measurement " Managing F.R.Y. (Frequency, Reach and Yield) " Laying the operational groundwork for effective social media management " Integrating Social Media into long-term programs, short-term marketing campaigns, and any brand initiative " Using social media to deliver real-time customer support " Leveraging mobility and the "on-the-fly" social media culture Blanchard presents proven solutions and techniques for everyone with social media responsibilities in companies of all kinds, from startups and small businesses to the Fortunereg; 500.
Author Biography
Olivier Blanchard is a brand strategist with 15 years of B-to-B and B-to-C marketing management experience ranging from manufacturing and distribution to new media and consumer goods. He manages BrandBuilder Marketing, a brand consulting and marketing management firm that helps companies combine traditional and new/ social media; and the Red Chair Group, which delivers executive social media training worldwide. He is well known for his popular BrandBuilder blog.
Table of Contents
| Social Media Program Development | p. 1 |
| Creating the Social Company | p. 3 |
| Evolution, Human Nature, and the Inevitable Socialization of Business | p. 4 |
| Moving Beyond Channels: Social Media vs. Social Communications | p. 7 |
| Why Social Media Matters to Business | p. 7 |
| Influence and Media: Lateral vs. Vertical Forces | p. 9 |
| Aligning Social Media to Business Goals | p. 13 |
| Social Media's Value to the Organization | p. 14 |
| Differentiating Between Strategy and Tactics | p. 15 |
| Differentiating Between Goals and Targets | p. 15 |
| Tying a Social Media Program to Business Objectives | p. 16 |
| How to Create a Roadmap by Turning Goals into Targets | p. 17 |
| The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Program | p. 18 |
| Sales | p. 18 |
| Customer Support | p. 20 |
| Human Resources | p. 22 |
| Public Relations | p. 23 |
| Business Intelligence | p. 24 |
| Social Media for Nonprofits | p. 24 |
| Outcomes | p. 24 |
| Member Support | p. 25 |
| Human Resources | p. 25 |
| Public Relations | p. 26 |
| Member Loyalty | p. 26 |
| Planning for Performance Measurement | p. 29 |
| Tools, Methodologies, and Purpose | p. 30 |
| Selecting Adequate Social Media Measurement Software for Your Program | p. 30 |
| Key Performance Indicator (KPI) | p. 32 |
| Social Media and Sales Measurement: F.R.Y. | p. 35 |
| Establishing Clarity of Vision, Purpose, and Execution | p. 41 |
| Getting Top-Down and Bottom-Up Buy-In Throughout the Organization | p. 42 |
| Change Management, Social Media Style | p. 48 |
| Social Media Is a Waste of Time | p. 49 |
| Social Media Is Complicated | p. 49 |
| Anyone Can Do That Job | p. 50 |
| Social Media Is the Shiny New Thing. Two Years from Now, That Bubble Will Burst | p. 50 |
| I Am Going to Have to Change the Way I Work | p. 51 |
| Laying the Groundwork for Integrationand Management | p. 52 |
| Social Media Program Integration | p. 55 |
| Understanding How Social Media Plugs into the Organization | p. 57 |
| Creating Structure: Your First Social Media Process Mapping Draft | p. 58 |
| Understanding the Four Phases of Social Media Adoption | p. 59 |
| Test Adoption | p. 59 |
| Focused Adoption | p. 60 |
| Operational Adoption | p. 60 |
| Operational Integration | p. 61 |
| Genesis vs. Pirate Ships: Social Media Integration Models | p. 62 |
| From Skunkworks to Full Deployment of a Social Media Structure | p. 64 |
| Centralized vs. Decentralized Social Media Management Models | p. 67 |
| The People Principle | p. 71 |
| Hiring, Training, and Certifying for Social Media Activity | p. 72 |
| Hiring a Social Media Director (Strategic Role) | p. 72 |
| Hiring for Tactical Social Media Roles | p. 76 |
| HR and Social Media: The Need for Social Media Policies, Guidelines, and Training | p. 78 |
| The Value of Internal Certifications | p. 81 |
| Establishing Social Media Guidelines for the Organization | p. 83 |
| Guidelines, Policies, and Purpose | p. 84 |
| The Employee Social Media Bill of Rights | p. 85 |
| Internal Social Media Usage Guidelines | p. 86 |
| External Social Media Usage Guidelines | p. 87 |
| Employment Disclosure Guidelines | p. 89 |
| Anti-Defamation Guidelines | p. 90 |
| Social Media Confidentiality and Nondisclosure (NDA) Guidelines | p. 91 |
| Official vs. Personal Communications Guidelines | p. 91 |
| The Employee Digital Citizenship Contract | p. 92 |
| Training Resources | p. 93 |
| Social Media Guidelines for Agency Partners, Contractors, and External Representatives | p. 94 |
| Laying the Operational Groundwork for Effective Social Media Management | p. 95 |
| Establishing a Social Media Program's Organizational Structure: Leadership and Reporting | p. 96 |
| Establishing a Social Media Program's Organizational Structure: Cross-Functional Collaboration | p. 100 |
| Basic Technical Requirements | p. 103 |
| The New Rules of Brand Communications in the Age of Social Media | p. 113 |
| Social Media's General Impact on Brand Communications | p. 114 |
| Transparency, Opacity, Confidentiality, and Disclosure | p. 119 |
| Confidentiality and Data Protection in the Age of Social Media | p. 122 |
| Social Media Program Management | p. 125 |
| Listening Before Talking | p. 127 |
| Business Intelligence and Search | p. 128 |
| The Power of Real-Time Situational Awareness | p. 130 |
| New Avenues of Market Research: From ôI Don't Knowö to ôLet's Find Outö | p. 133 |
| Social Media and Digital Brand Management | p. 135 |
| Introduction to the New Paradigm in Digital Brand Management | p. 136 |
| Community Management | p. 137 |
| Marketing | p. 140 |
| Advertising | p. 143 |
| Product Management | p. 144 |
| Digital | p. 145 |
| Corporate Communications and PR | p. 146 |
| Online Reputation Management | p. 151 |
| Crisis Management | p. 152 |
| Putting It All Together | p. 156 |
| Real-Time Digital Support: Fixing Customer Service Once and for All | p. 157 |
| The Superhero Principle | p. 160 |
| The Basic Social Media Customer Service Model | p. 162 |
| The New Digital Concierge Service and Customer Service 3.0 | p. 166 |
| Digital Conflict Resolution | p. 168 |
| From Risk to Opportunity: Turning Anger on Its Head and Other Considerations | p. 171 |
| Social Media Program Management-Putting It All Together | p. 173 |
| Social Media Management: In-House, Outsourced, or Somewhere in Between? | p. 174 |
| Monitoring and Measurement | p. 176 |
| Campaign Management | p. 176 |
| Eleven Key Best Practices for Social Media Program Management | p. 179 |
| Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Program | p. 183 |
| Final Thoughts on Social Media Program Management | p. 188 |
| Social Media Program Measurement | p. 191 |
| Creating a Measurement Practice for Social Media Programs | p. 193 |
| Before the How, the Why: Keeping an Eye on Objectives and Targets | p. 194 |
| A Word of Caution Regarding Measurement in the Social Media Space | p. 195 |
| The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reporting | p. 195 |
| Monitoring | p. 196 |
| Measurement | p. 196 |
| Analysis | p. 196 |
| Reporting | p. 197 |
| Best Practices for Performance Measurement | p. 197 |
| Maintain a List of Everything You Can Measure | p. 198 |
| Maintain a List of Everything You Must Measure | p. 200 |
| Stay Current on the Best Measurement Tools | p. 202 |
| Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Program | p. 203 |
| Tie Everything You Measure to Business Objectives | p. 203 |
| Test, Measure, Learn, Adapt, Repeat | p. 203 |
| Building Velocity and Specificity into Your Social Media Measurement Practice | p. 204 |
| ROI and Other Social Media Outcomes | p. 207 |
| ROI and Business Justification | p. 208 |
| Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversions | p. 210 |
| What ROI Is and Isn't | p. 215 |
| Tying Social Media to the P&L | p. 220 |
| Tying Nonfinancial Outcomes to Social Media Performance | p. 223 |
| Establish a Baseline | p. 227 |
| Create Activity Timelines | p. 227 |
| Monitor the Volume of Mentions | p. 228 |
| Measure Transactional Precursors | p. 230 |
| Look at Transactional Data | p. 231 |
| Overlay All Your Data (Steps 1-5) onto a Single Timeline | p. 233 |
| Look for Patterns | p. 233 |
| Prove and Disprove Relationships | p. 235 |
| F.R.Y. (Frequency, Reach, and Yield) and Social Media | p. 239 |
| The Importance of Finding the Right Words in the Language of Business | p. 240 |
| Financial vs. Nonfinancial Aspects of Frequency | p. 243 |
| Financial vs. Nonfinancial Aspects of Reach | p. 248 |
| The Financial Value of Yield | p. 253 |
| Social Media Program Analysis and Reporting | p. 257 |
| Shattering the Vacuum: The Need for Collaborative Analysis | p. 258 |
| Best Practices in Data Reporting for Social Media | p. 260 |
| Lateral Reporting | p. 260 |
| Vertical Reporting | p. 262 |
| Program Validation by the Numbers | p. 268 |
| Looking at Performance Data as Actionable Intelligence | p. 271 |
| Afterword | p. 277 |
| Index | p. 281 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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