Social Media ROI (Que Biz-Tech)De (autor) Olivier Blanchard
en Limba Engleză Carte Paperback – 22 Feb 2011
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 ROI shows 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 Fortune® 500.
Foreword by Brian Solis Part I: SOCIAL MEDIA PROGRAM DEVELOPMENT 1 Chapter 1: Creating the Social Company 3 Evolution, Human Nature, and the Inevitable Socialization of Business 4 Moving Beyond Channels: Social Media vs. Social Communications 7 Why Social Media Matters to Business 7 Influence and Media: Lateral vs.Vertical Forces 9 Chapter 2: Aligning Social Media to Business Goals 13 Social Media's Value to the Organization 14 Differentiating Between Strategy and Tactics 15 Differentiating Between Goals and Targets 15 Tying a Social Media Program to Business Objectives 16 How to Create a Roadmap by Turning Goals into Targets 17 The Top Five Business Functions That Can Be Easily Enhanced by a Social Media Program 18 Sales 18 Customer Support 20 Human Resources 22 Public Relations 23 Business Intelligence 24 Social Media for Nonprofits 24 Outcomes 24 Member Support 25 Human Resources 25 Public Relations 26 Member Loyalty 26 Chapter 3: Planning for Performance Measurement 29 Tools, Methodologies, and Purpose 30 Selecting Adequate Social Media Measurement Software for Your Program 30 Key Performance Indicator (KPI) 32 Social Media and Sales Measurement: F.R.Y. 35 Chapter 4: Establishing Clarity of Vision, Purpose, and Execution 41 Getting Top-Down and Bottom-Up Buy-In Throughout the Organization 42 Change Management, Social Media Style 48 Myth Number 1: Social Media Is a Waste of Time 49 Myth Number 2: Social Media Is Complicated 49 Myth Number 3: Anyone Can Do That Job 50 Myth Number 4: Social Media Is the Shiny New Thing. Two Years from Now, That Bubble Will Burst 50 Myth Number 5: I Am Going to Have to Change the Way I Work 51 Laying the Groundwork for Integrationand Management 52 Part II: SOCIAL MEDIA PROGRAM INTEGRATION 55 Chapter 5: Understanding How Social Media Plugs into the Organization 57 Creating Structure: Your First Social Media Process Mapping Draft 58 Understanding the Four Phases of Social Media Adoption 59 Phase One: Test Adoption 59 Phase Two: Focused Adoption 60 Phase Three: Operational Adoption .60 Phase Four: Operational Integration 61 Genesis vs. Pirate Ships: Social Media Integration Models 62 From Skunkworks to Full Deployment of a Social Media Structure 64 Centralized vs. Decentralized Social Media Management Models .67 Chapter 6: The People Principle 71 Hiring, Training, and Certifying for Social Media Activity 72 Hiring a Social Media Director (Strategic Role) 72 Hiring for Tactical Social Media Roles 76 HR and Social Media: The Need for Social Media Policies, Guidelines, and Training 78 The Value of Internal Certifications 81 Chapter 7: Establishing Social Media Guidelines for the Organization 83 Guidelines, Policies, and Purpose 84 1. The Employee Social Media Bill of Rights 85 2. Internal Social Media Usage Guidelines 86 3. External Social Media Usage Guidelines 87 4. Employment Disclosure Guidelines 89 5. Anti-Defamation Guidelines 90 6. Social Media Confidentiality and Nondisclosure (NDA) Guidelines 91 7. Official vs. Personal Communications Guidelines 91 8. The Employee Digital Citizenship Contract 92 9. Training Resources 93 10. Social Media Guidelines for Agency Partners, Contractors, and External Representatives 94 Chapter 8: Laying the Operational Groundwork for Effective Social Media Management 95 Establishing a Social Media Program's Organizational Structure: Leadership and Reporting 96 Establishing a Social Media Program's Organizational Structure: Cross-Functional Collaboration 100 Basic Technical Requirements 103 Chapter 9: The New Rules of Brand Communications in the Age of Social Media 113 Social Media's General Impact on Brand Communications 114 Transparency, Opacity, Confidentiality, and Disclosure 119 Confidentiality and Data Protection in the Age of Social Media 122 Part III: SOCIAL MEDIA PROGRAM MANAGEMENT 125 Chapter 10: Listening Before Talking 127 Business Intelligence and Search 128 The Power of Real-Time Situational Awareness 130 New Avenues of Market Research: From "I Don't Know" to "Let's Find Out" 133 Chapter 11: Social Media and Digital Brand Management 135 Introduction to the New Paradigm in Digital Brand Management 136 Community Management 137 Marketing 140 Advertising 143 Product Management 144 Digital 145 Corporate Communications and PR 146 Online Reputation Management 151 Crisis Management 152 Putting It All Together 156 Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All 157 The Superhero Principle 160 The Basic Social Media Customer Service Model 162 The New Digital Concierge Service and Customer Service 3.0 166 Digital Conflict Resolution 168 From Risk to Opportunity: Turning Anger on Its Head and Other Considerations 171 Chapter 13: Social Media Program Management--Putting It All Together 173 Social Media Management: In-House, Outsourced, or Somewhere in Between? 174 Monitoring and Measurement 176 Campaign Management 176 Eleven Key Best Practices for Social Media Program Management 179 Staying Focused on Business Objectives: How Marketing Campaigns Should Fit into Your Social Media Program 183 Final Thoughts on Social Media Program Management 188 IV SOCIAL MEDIA PROGRAM MEASUREMENT 191 Chapter 14: Creating a Measurement Practice for Social Media Programs 193 Before the How, the Why: Keeping an Eye on Objectives and Targets 194 A Word of Caution Regarding Measurement in the Social Media Space 195 The Cornerstones of Your Measurement Practice: Monitoring, Measurement, Analysis, and Reporting 195 Monitoring 196 Measurement 196 Analysis 196 Reporting 197 Best Practices for Performance Measurement 197 Maintain a List of Everything You Can Measure 198 Maintain a List of Everything You Must Measure 200 Stay Current on the Best Measurement Tools 202 Ensure the Neutrality of the Employee(s) Tasked with the Measurement of Your Social Media Program 203 Tie Everything You Measure to Business Objectives 203 Test, Measure, Learn, Adapt, Repeat 203 Building Velocity and Specificity into Your Social Media Measurement Practice 204 Chapter 15: ROI and Other Social Media Outcomes 207 ROI and Business Justification 208 Financial Outcomes vs. Nonfinancial Outcomes and a Word About Conversions 210 What ROI Is and Isn't 215 Tying Social Media to the P&L 220 Tying Nonfinancial Outcomes to Social Media Performance 223 Step 1: Establish a Baseline 227 Step 2: Create Activity Timelines 227 Step 3: Monitor the Volume of Mentions 228 Step 4: Measure Transactional Precursors 230 Step 5: Look at Transactional Data 231 Step 6: Overlay All Your Data (Steps 1-5) onto a Single Timeline 233 Step 7: Look for Patterns 233 Step 8: Prove and Disprove Relationships 235 Chapter 16: F.R.Y. (Frequency, Reach, and Yield) and Social Media 239 The Importance of Finding the Right Words in the Language of Business 240 Financial vs. Nonfinancial Aspects of Frequency 243 Financial vs. Nonfinancial Aspects of Reach 248 The Financial Value of Yield 253 Chapter 17: Social Media Program Analysis and Reporting 257 Shattering the Vacuum: The Need for Collaborative Analysis 258 Best Practices in Data Reporting for Social Media 260 Lateral Reporting 260 Vertical Reporting 262 Program Validation by the Numbers 268 Looking at Performance Data as Actionable Intelligence 271 Afterword 277 Index 281
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.When he isn't writing, speaking, or consulting, he can be found on his blog at www.thebrandbuilder.wordpress.com or on Twitter at www.twitter.com/thebrandbuilder. An avid triathlete, photographer, and travel junkie, Olivier lives in South Carolina with his wife, two children, and their roving pack of wild Chihuahuas.