@AndrewMueller Oh that! #sm58 already?! Wow. Time flies.
@AndrewMueller what's #sm58?
This Town's Not Big Enough For The Two of Us: Social Media Marketing (SMM) vs. Traditional Marketing
RT @karimacatherine: fundamental problem w/moving forward with #smROI is that currently everyone's def of R.O.I. is different. #socialmedia
@davidhughan Thank you. :) #socialmedia #marketing #smm
RT @KrisColvin: For some great insights about a big biz using social media, check out @comcastcares stream from #sm42 chat right now.
@Oralisimo #betterlatethannever :D #Seriously #Constructive #SocialMedia #Certifications #LATISM
@karimacatherine @clayhebert The Baskin Robbins thing is by far the best one I've read yet. :) #socialmedia
RT @Marc_Meyer: The transcript for todays #socialmedia ROI tweetchat with @thebrandbuilder #sm39 http://bit.ly/5hhCMY
:D LMAO: RT @visualrhetor: My new Social Media Awesomeness Certification - http://twitpic.com/uo8kr @thebrandbuilder #sm39
@ericswain My fridge. ;) #sm39
And I'm a 100% zero-calorie treat. (Plus: Certified organic) You can't beat that. @dc2fla @clayhebert #sm39 :D
LOL. Wow. Thanks! RT @clayhebert: "Olivier is like the Baskin Robbins of #socialmedia - 31 Flavors of Genius!"
Thanks very much for everyone's input. If I missed your question, ask it again via DM. ;) #sm39 More info here: http://bit.ly/7L2Znt
@sharonmostyn @techguerilla Don't waste time with "controlling" anything. You can't. Set clear co. guidelines + educate employees. #sm39
@sharonmostyn @techguerilla Don't waste time with "controlling" anything. You can't. Set clear co. guidelines + educate employees. #sm39
#sm39 One last tip: Monitoring, measurement, calculation and analysis are 4 very different functions. ;) Don't get them mixed up.
#sm39 One last tip: Monitoring, measurement, calculation and analysis are 4 very different functions. ;) Don't get them mixed up.
Thanks very much, everyone. #sm39 was a lot of fun. We could do this all day, but we have to adjourn.
Right: measurement is... measurement. Thousands of metrics are available. R.O.I. is just one of them: $ impact. @visualrhetor #sm39
Yes. Thanks to @AndrewMueller's suggestion, you are all hereby certified in social media awesomeness. (Waving my magic wand.) #sm39
@zCrisan The trick is to make sure that you create conversion vehicles. You don't want to stop at the intermediate impact. #sm39
@zCrisan net new customers, increased buy rates (sales frequency), customer loyalty, increased yield ($ amount per transaction). #sm39
@zCrisan Increases in visits to your website(s), brick and mortar locations, etc. All of that positive attention can be converted into #sm39
@zCrisan Increases in visits to your website(s), brick and mortar locations, etc. All of that positive attention can be converted into #sm39
@zCrisan Increases in brand mention. Increases in % of positive sentiment within those mentions. Increases in searches for your brand, #sm39
@zCrisan ... allow fans to share their love and passion for your brand, you will start seeing a few things happen: ... #sm39
@zCrisan So if you use SM to speed up and improve customer service, enhance the shopping experience, give customers a voice... #sm39
@zCrisan I don't think it's too much of a stretch to infer that when customers have great experiences with a co., they talk about it. #sm39
@zCrisan I don't think it's too much of a stretch to infer that when customers have great experiences with a co., they talk about it. #sm39
@zCrisan Ideally, you want to use SM to solve a specific problem, or set of problems. Some are $$$ related, others are not. #sm39
@zCrisan Ideally, you want to use SM to solve a specific problem, or set of problems. Some are $$$ related, others are not. #sm39
@zCrisan How can I clarify that in 140 char. ... #sm39 Okay. Let's try.
@jacobm #sm39 Ah. Chronically discounting yourself into the red. Right. Increasing revenue while eroding your profit margins = brand suicide
@zCrisan How can I clarify that in 140 char. ... #sm39 Okay. Let's try.
@jacobm #sm39 Ah. Chronically discounting yourself into the red. Right. Increasing revenue while eroding your profit margins = brand suicide
@jacobm @AndrewMueller Using SM to solve customer problems should improve customer experiences, which in turn improve pos. sentiment #sm39
@jacobm @AndrewMueller Using SM to solve customer problems should improve customer experiences, which in turn improve pos. sentiment #sm39
@jacobm @AndrewMueller Using SM to solve customer problems should improve customer experiences, which in turn improve pos. sentiment #sm39
@AndrewMueller @jacobm Remember that we're talking about solving business problems here, which ultimately are customer problems. #sm39
@AndrewMueller @jacobm Remember that we're talking about solving business problems here, which ultimately are customer problems. #sm39
@zCrisan Aha. Good question. Have you seen my basics of SM ROI presentation? The one with the UFO series slides? #sm39
@GetResults As long as R.O.I.doesn't turn into soft metrics and R.O.E. nonsense, yes. #sm39
(from an ROI perspective, RT @KathyHerrmann: The only real measure of business success is revenues & profitability. Bottom line. #sm39
(from an ROI perspective, RT @KathyHerrmann: The only real measure of business success is revenues & profitability. Bottom line. #sm39
#sm39 Wow. Time flies: Q3: What is the difference between measurement & ROI? (Anyone still not clear on this?)
@ericswain It always comes up. :D #sm39
@zCrisan "How does SM help me increase X?" (Revenue, loyalty, net new customers, positive sentiment, visitors, etc.) #sm39 #socialmedia
@clayhebert ... as social media becomes integrated into every facet of the business, much like the telephone, the computer, etc. #sm39
@clayhebert Ideally, after 12-18 months of Social Media usage, a company should be able to say goodbye to "social media" roles. #sm39
@GetResults Q2 Second, the way in which that problem is solved has to be measurable. R.O.I. may not be an objective every time. #sm39
@GetResults Q2 Right. The key in adoption is for #socialmedia to first solve a business problem. #sm39
@dc2fla I could see how each of these functions (the actual execution of a business function through SM) could work with certs. #sm39
@dc2fla The 3rd pillar in all of this is the management: community management, online reputation management, customer support, etc. #sm39
@dc2fla In terms of social media management though, I think that certification can be specific enough to be relevant. (cont.) #sm39
@clayhebert So this is a very collaborative role. This person has to be a hell of a problem solver, and s/he has to know their stuff. #sm39
@clayhebert That someone has to be able to navigate internal politics, perform training, understand how various depts. work, etc. #sm39
@clayhebert Second, you need someone with an operational background who can take on the INTEGRATION of SM into every department. #sm39
@clayhebert That someone has to be able to navigate internal politics, perform training, understand how various depts. work, etc. #sm39
@clayhebert So initially, you may need to bring in someone who can help the executive team identify goals and develop a strategy. #sm39
@jasonbreed Or at least keeps the workload the same, but shifts from one set of tasks to another. #socialmedia #sm39
Exactly. RT @jasonbreed: #socialmedia works best when it decreases work load not increase. Must add value not work if done right #sm39
@jasonbreed Or at least keeps the workload the same, but shifts from one set of tasks to another. #socialmedia #sm39
Exactly. RT @jasonbreed: #socialmedia works best when it decreases work load not increase. Must add value not work if done right #sm39
@clayhebert Q2 Good point - You need 4 knowledge platforms to get started: Strategy, Integration, management and measurement. #sm39
@cmwooll Realistically, you are looking at a revamp of their job description, even if it is subtle. #socialmedia #sm39
@cmwooll This may require a revamp of how employees are goaled. Expectations about their performance will have to change. #socialmedia #sm39
@cmwooll First, figure out how #socialmedia will help them do their job better instead of getting in their way. That's key. #sm39
Solid Q: RT @cmwooll: How do you integrate #socialmedia to employees that are already overwhelmed and performing multiple jobs? #sm39
RT @GetResults @andrewmueller: Q2 before a company begins w/ social media, realize that it will change co culture #sm39
#sm39 So the key isn't to hire "social media experts" or "certified social media specialists," but to start integrating SM operationally.
RT @Marc_Meyer: Q2 Want to look for a goal for 2010? It would be the goal to find multi-functional people who have the chops. :) #sm39
#sm39 Q2 Instead, Social Media is a discipline you want to INTEGRATE into your existing business functions.
RT @Marc_Meyer: Q2 Want to look for a goal for 2010? It would be the goal to find multi-functional people who have the chops. :) #sm39
#sm39 Okay, so back to Q2: Social Media is not a discipline like Marketing or sales, that will eventually create a new department.
@mvacondios Adjustments can be made on the fly, if intermediate metrics aren't tracking in the desired direction. #sm39
@mvacondios Adjustments can be made on the fly, if intermediate metrics aren't tracking in the desired direction. #sm39
@mvacondios In terms of generating new revenue, you have to anticipate a long engagement to hit the principal target. The big number. #sm39
@mvacondios Reaching R.O.I. objectives/targets can be extremely quick if you use SM to cut costs. #sm39
RT @nigellegg: marketing function goes beyond advertising and PR. social media is no different. Do research first #sm39
@Marc_Meyer Perfect segue into Q2: What are the steps to integrate SM across a business? #sm39
Yes: RT @dc2fla: @thebrandbuilder An objective should be stated in terms of timeframe for achievement. X delta or X $ by date. #sm39
@GetResults The question isn't just a $$$ one, but also a "when should we actually hit target A, target B, target C?" #sm39
@GetResults Good point: When dealing with expectations and goal setting, TIMEFRAMES are pretty crucial. ;) #sm39
@cmwooll Yep. And tactics are how you actually execute on the strategy to achieve your objectives. #sm39
@DemitrisMemos By numbers, do you mean the outcome? Or how much of the budget is allocated to SM specifically? #sm39
@AndrewMueller It's an in vs. out equation, yes. You put 1 dollar in the machine, and you expect at least 1 dollar to come out. #sm39
RT @smurdoff: Cos can take months (analysis paralysis) to develop the perfect strategy b4 starting. U can start listening in parallel #sm39
@elhoust Excellent point. R.O.I. tends to be silo-agnostic, vs. other types of metrics that may belong to digital, B&M, etc. #sm39
:D RT @ratpack: SM Han Solo says SM targets, even ones no bigger than a womp rat, can still take down a Death Star when achieved. #sm39
#sm39 A1: So yes, if R.O.I. is a factor, again, start at the end. With a desired outcome. With a net number and a % growth.
RT @bluehornetemail: Marketing 101: Setting achievable, measurable goals ahead of time is crucial to determining ROI #sm39
RT @CoryOBrien: A big part of soc media strategy + planning should be to decide if ROI will will even be a goal of the campaign #sm39
Very good point about "targets." RT @nigellegg: with planning and targets, can measure what is happening at least #sm39
#sm39 A1: Assuming that R.O.I. is a factor, everything a business does is geared towards improving the bottom line in some way.
Very good point about "targets." RT @nigellegg: with planning and targets, can measure what is happening at least #sm39
#sm39 A1: Right, so you have to start at the end. With the goal. (The desired outcome, if you will.)
#sm39 A1: Right, so you have to start at the end. With the goal. (The desired outcome, if you will.)
#sm39 A1: Right, so you have to start at the end. With the goal. (The desired outcome, if you will.)
Another good answer RT @ericswain: Without a strategy how can how can you really measure anything, let alone ROI #sm39
@ericswain I am just using a search column in Tweetdeck. You can also go here: http://bit.ly/hxYFo #sm39
#sm39 Should I start answering, or do you guys want to take a crack at it? ;)
#sm39 Q1: How do strategy & planning impact ROI?
Thanks to @Marc_Meyer and @jasonbreed for inviting me to host #sm39. This is going to be fun.
Today's topic: Advancing the Discussion of Social Media & ROI #sm39
Hi everyone, and welcome to this week's #socialmedia chat. #sm39. Let's get started.
Just a few minutes before we start with this week's #socialmedia chat. Follow #sm39 today.
@jeffmello Let's hope 2010 will be the year of common sense and sound business decisions. I like that better. :D #socialmedia #marketing
@xybrewer Not just your agency, but any contractor. (A hired blogger, etc.) Companies can't blame the proxy anymore. #sm37
@xybrewer Yep. The FTC is pretty clear about that: If your agency mis-speaks or misbehaves, the client is responsible now. #sm37
@rosskimbarovsky Customer service, tech support, product management, marketing, sales, management... everybody. #sm37
@smashadv Right. I think it can be done, but the agency model has to change if it's going to work properly. :) #sm37
@amandachapel Oh, I thought you were joking. #sm37
@david_wiggs Of course, yes. customers rule. The question is: Who in the org owns the conversation, operationally speaking? #sm37
@MacswellHouse Agreed on the approval process. There's also disclosure, and the potential for confusion on the customer side. #sm37
@MacswellHouse Agreed on the approval process. There's also disclosure, and the potential for confusion on the customer side. #sm37
@rosskimbarovsky There's also the issue of transparency and disclosure. You don't want to confuse or mislead customers. #sm37
@victorseo #sm37 Yeah, the agency "team" can't act like an outsourced entity. It has to be brought closer to the client's org.
@rosskimbarovsky There's also the issue of transparency and disclosure. You don't want to confuse or mislead customers. #sm37
@amandachapel Those are the best kind. #sm37
@MacswellHouse Customers can't be responsible for understanding the difference.Comms have to be pretty seamless. ;) #sm37
@incentintel #sm37 "own" from an operational standpoint. ;)
#sm37 They have to be embedded in the client's organization: Product management, customer support, etc.
#sm37 In order for agencies to own the convo with a client's customers, their relationship with clients have to significantly change.
#sm37 In order for agencies to own the convo with a client's customers, their relationship with clients have to significantly change.
@rosskimbarovsky Do you think agencies, not the clients themselves, should be doing the talking with customers? #sm37
RT @Ed_Sullivan: Survey shows social networking sites are costing U.K. firms $2.3B a year http://bit.ly/Ogr80 #socialmedia
RT @Ed_Sullivan: Survey shows social networking sites are costing U.K. firms $2.3B a year http://bit.ly/Ogr80 #socialmedia
In case you missed it last week, the Social Media Snake Oil post: http://bit.ly/4CTfJy #SocialMedia
@ConversationAge Though the ideal candidate has both, I'll hire street smarts over book smarts any day. #socialmedia
RT @BethHarte: Not sure I agree with younger folks being SM savvy. They understand Facebook etc, but they don't understand biz #socialmedia
RT @KeithBurtis: "[You] must be able to speak traditional business and social media fluently." #socialmedia
RT @Marc_Meyer: "I can teach you how to use our platform for social, but I can't teach you how to be social on our platform." #socialmedia
@cloudspark Some CEOs have a short memory. Remember the bank execs testifying in Washington this fall? Trainwreck. #socialmedia
RT @cloudspark: "The phrase 'fail to plan, plan to fail' is a good mantra for crisis comm prep." Exactly. #socialmedia
@sforzley The execution is company wide, sure, but don't you think that PR should own the crisis management planning? #socialmedia
@chuckhemann Well, it never matters until it suddenly does. Then it's too late. A CEO without a solid crisis plan is negligent. #socialmedia
RT @juliewright: "PR needs to train, coach CEO IN ADVANCE of crisis so he/she knows how to respond." Absolutely. Yes. #socialmedia
@sforzley :D Tell me about it! Poor planning is definitely an issue these days. Though the planning team shouldn't be 100% PR. #socialmedia
@sforzley :D Tell me about it! Poor planning is definitely an issue these days. Though the planning team shouldn't be 100% PR. #socialmedia
RT @sforzley: Internal crisis planning team? if i had a dime for each company that did not have one, i'd be swimming in money #socialmedia
@dannybrown It's part of the CEO's job to be the face of the biz. when the fit hits the shan. They should be receptive to this. #socialmedia
It is the internal crisis planning team's responsibility to get the CEO ramped-up and involved in their program. #socialmedia
@amandagbeals Great question about SM-illiterate CEOs. Check out point No. 2 in this post: http://bit.ly/i8rc5 #socialmedia
@M641 4 out of 5 HR managers, yes. I happened to run into the one who had barely heard of it. :D #socialmedia
RT @naomimimi: "Customer interaction is a given. HOW you interact is the big variable." Bingo. #socialmedia
@dariasteigman The fastest growing segment of people adopting Social Media now is over the age of 55. ;) #socialmedia
@dariasteigman I agree that B2B businesses have to be smarter in this space. But in the US, everyone is online. #socialmedia
RE: @dariasteigman: "Is SM right for my company?" Always, yes. The real question is "is my company READY for SM?" ;) #socialmedia
