sxsw - so you have the tux but can you do the dance?

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

markgrindeland@teletech.com

@mark_grindeland