sample smac assessment

SMAC ASSESSMENTFOR LEAF

DIGITAL SOLUTIONS FOR MARKET LEADERSHIP

© Ayantek, LLC Confidential

CHALLENGE SUMMARY

Challenge Summary

© Ayantek, LLC Confidential3

• Target markets are either inactive on social media or do not engage with posted content. Social is an important channel because it develops and maintains business relationships.

• Leaf needs to leverage social media channel to generate leads and retain customers

Customer’s Persona


Responsible for managing his restaurant, hiring staff, advertising, promoting, and is personally invested.

HOW HIS COLLEAGUES DESCRIBE HIM: High energy guy, always on the run Passionate about the restaurant business

KEY JOB REQUIREMENTS: Hire quality chefs and wait staff Oversees menu selection Promote the restaurant via web site and mobile outlets, other

advertising Oversees financial management of the business

KEY LEAF SITE TASKS: Read up on Leaf products and services Uses Leaf products in the restaurant Asks support questions Reads Leaf’s blog

Gary, 32, Small Business Owner

Personal InformationSelf-employedLives: San Jose, CA

Personal InformationSelf-employedLives: San Jose, CA

In his spare time:• Spends time with his family• Uses social media for personal

communication

In his spare time:• Spends time with his family• Uses social media for personal

communication

Leaf vs. Small Business Owners vs. Consumers


• Using social media for personal use.

• Interacting with personal stories.

• Takes multiple days to respond to messages

• On web and mobile channels, not social

• Blog, tips, news

• Company news/events

• Company news/events

• Interacting with blog posts

• Engages with brands on multiple social media channels

SMAC ASSESSMENT

SMAC Assessment Framework & Scoring


Framework Includes• Evaluation criteria for 5 levels for each of the SMAC elements• For each element, points are assigned (1 for Level 1, 2 for Level 2, etc.) – total

points determines overall score and level rating• Scoring range is the following:

• Level 1: 0-4 • Level 2: 5-8 • Level 3: 9-12 • Level 4: 13-15 • Level 5: 16-20

SMAC Assessment Framework & Scoring – Leaf Score = 3


Level 1 - Dormant Level 2 - Testing Level 3 - Coordinating Level 4 – Scaling & Optimizing

Level 5 - Empowering

Resistant to any use of SM No long-term SM strategy, strictly task-oriented, individuals test in isolated pockets

Coordination across all channels, includes qualitative measures

Shift toward growing social channels; One full-time dedicated resource, Takes action from social conversations

Core business applications have social feature, social elements are incorporated into key business processes

Level 1 – Limited Mobile Presence

Level 2 - Reactive & Experimental

Level 3 – Defined & Repeated Level 4 – Managed & Measured

Level 5 – Optimization & Innovation

Limited mobile presence, not considered core to the business

Organization is reacting to external pressures, need for improvement is acknowledged but overall vision is absent

Mobile is considered a core customer interaction channel, global vision drives investment in the mobile channel

Seamlessly integrated channel experience, mobile capabilities expanding beyond implementing the core business capabilities

Rich, dynamic, seamless, channel experience, focus on continuous improvement and optimization

Level 1 – Web Metrics

Level 2 - Behavior Optimization

Level 3 – E-Marketing

Level 4 – CRM

Level 5 – Corporate Performance Management

IT driven, few decisions, minimal value, "feel good" information (page views, visits)

Business driven, working on metrics, accuracy and process, path analysis, A/B testing/, KPIs are defined

Channel is optimized, Segmentation, SEO, personas are created

Analytics generate a holistic view of the customer, multichannel aggregation, cost-shifting analysis, analytics drive decisions

Strategic web, multichannel sales reports, strategic planning, predictive analytics are conducted

Level 1 – Performed Level 2 - Defined Level 3 – Managed Level 4 – Adapted

Level 5 – Optimization

Focus on functionality, isolated use of web-based applications, internal shift to basic programming platforms

Focus on competency, selected enterprise collaboration applications, utilize full-blown stack platform internally

Focus on effectiveness, spin off home grown apps into cloud service, Use of ERP

Focus on Responsiveness, customize cloud applications, revamp existing applications, employ on-demand public cloud services

Focus on Automation, Utility is a result of commoditization and industrialization

RECOMMENDATIONS

Identify KPI’s


Conduct customer research on use of social media Segment audiences Establish KPI’s for social channel Tighten up site content to speak to customer segments

Increase Mobility


Optimize site for mobile responsiveness Utilize web and mobile channel to communicate to small businesses & promote

social channel

Engage in Trial Campaigns


Leverage LinkedIn premium service to target small business owners LinkedIn Ads – social media offers Engage small business organizations to reach audience Establish analytics to track campaigns Promote use of Leaf through YouTube or Vine videos (e.g., testimonials)

Explore Partnerships


Explore partnerships with current customers to engage with business (e.g., restaurant)

Develop a Loyalty Program


Develop a program wherein customers earn discounts or other value add items such as points

Establish Advanced Analytics


Advanced analytics to measure sentiment - integrated with other marketing metrics

Leverage Social Media Platforms


Leverage social media tools (e.g., HootSuite) to further track campaigns Mass Relevance to create a unique social experience GaggleAmp to broadcast company and employee messages Continuous testing Modify organization to respond to social media input (e.g., product changes)

NEXT STEPS

Strategy Roadmap


Phase 1: Initial Improvements

– Identify KPI’s– Increase Mobility– Engage in Trial Campaigns

Phase 2: Expanding Capabilities

Explore partnerships Develop a Loyalty Program Establish Advanced Analytics

Phase 3 and Beyond: Integrated Marketing Capabilities

Leverage social platforms Continuous testing and

improvement for all digital channels

THANK YOU!

sample smac assessment

Business

social conversations

social ayantek

visits level

social elements

social feature

leaf ayantek

consumersusing social

business improvement