"Blanchard is demanding. He won't allow you to flip through this book, nod your head, and leave. If you're in, you're going to have to invest to get your rewards."
--Chris Brogan, president of Human Business Works
"Social media isn't inexpensive; it's different expensive. The human effort required to do it right is significant, and not knowing precisely how social media helps your business and how to gauge that progress is a dereliction of duty. In Social Media ROI, Blanchard provides the missing playbook for sensible, sustainable, profitable social communication. It's about time."
--Jay Baer, coauthor of The NOW Revolution: 7 Shifts to Make Your Business Faster, Smarter, and More Social
"Social Media ROI gets down to the heart of the matter: How will social communications positively impact my organizational goals? Olivier takes us through a journey starting from the start, creating a strategy to achieve objectives, and in turn, the means to measure return on investment. If you want to get serious about online communications, you can't go wrong with Social Media ROI."
--Geoff Livingston, author of Welcome to the Fifth Estate and Now Is Gone
"Olivier explains the intricacies of building a social media-influenced company for every layman to understand. It is important to understand reach, attention, and influence for social media ROI. This is the book to help with that understanding."
--Kyle Lacy, principal at MindFrame (yourmindframe.com) and author of Branding Yourself
"Ladies and gentlemen, the social media code has officially been cracked. In Social Media ROI, Blanchard reveals how companies can apply the massive power of social media to achieve equally massive results. Incredibly practical, yet supremely enjoyable, this book offers a clear roadmap to growing your revenue in the dizzying world of tweets and retweets, likes and shares, connections and comments."
--Sally Hogshead, author of Fascinate: Your 7 Triggers to Persuasion and Captivation
"If you know Olivier, you know he goes beyond the bullshit. He 'gets it.' This book will put you in the mindset to successfully plan and achieve real business objectives with social media. It's a hard fact that good business decisions depend on real results. Olivier avoids the fluff with clear-cut ideas that will help you produce results."
--Brandon Prebynski, social media strategist
Use Social and Viral Technologies to Supercharge Your Customer Service!
Use this book to bring true business discipline to your social media program and align with your organization's goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media.
You'll learn how to:
Align social communications with broader business goals and functions
Plan for effective performance measurement
Establish clarity of vision, purpose, and execution
Implement guidelines and operations for effectively managing social media
Get started by "listening before talking"
Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives
Use social media to deliver real-time, optimized customer support
Leverage mobility and the "on-the-fly" social media culture
Measure FRY (Frequency, Reach, and Yield)
Includes a foreword by Brian Solis.
Reihe
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Maße
Höhe: 228 mm
Breite: 155 mm
Dicke: 18 mm
Gewicht
ISBN-13
978-0-7897-4741-9 (9780789747419)
Schweitzer Klassifikation
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.
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
