Presentation at the 6th European CMO Conference in Zurich, 4th October 2013, focused on the theme ''Hardwire: marketing that delivers against goals''. The presentation focused on how marketing teams should link social media initiatives to business goals for sustainable returns.

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Gain sustainable business value from
social media
Kamales Lardi, Lardi & Partner Consulting GmbH
@kamlardi
4th October 2013

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Social media killed
the marketing star…
…not really!

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Social media is a
different way to
reach, engage &
interact with
customers Social
media
Media
Advertising
Direct
Marketing
Personal
Selling
Event
Marketing
Mobile
Web /
Digital
Search
Sales &
Promotion

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Social Media
has become an integrated part of marketing
Source: BIA/Kelsey
Source: Neilsen & Media Bistro

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Social Media
is applicable across the business value chain
• Collaboration and communication
• Competitive intelligence
• Knowledge capture & transfer
• Project management
• Process transparency & distribution
• Crowdsource quality control
Business Support
Operations
• Innovation management
• New product /servie ideas
• Crowdsource feedback
• Co-creation
• New product reviews
Product
Development
• Forecast & monitoring
• Distribution or supplier engagement
• Transparent sourcing
Operations &
Distribution
• JIT purchasing system
• Transparent procurement
Procurement
• Social customer relationship
management
• Customer support
• Community building
• Customer feedback
Customer Service
• Lead generation
• Social media marketing
• Online customer insights
• Ambassador or custoemr engagement
• Social branding
• After-sales experience enhancements
• Social sales
• Crowdsource research
• Crisis management
• Reputation risk management
• JIT pricing
Sales & Marketing
• Innovative talent acquisition
• Talent management
• Social recruiting
• Research
• Employee engagement
Human Resources

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Social Media
does this sound familiar to you?
Company X Social Media
 Social media accounts set up
 Decent # of followers / likes
 Content calendar for next 6
months
 Metrics measured: Engagement,
likes, retweets, views




…. Now what??
Business
value?
Potential vs.
risks?
RoI?
Next steps?

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Social Media
addressing your challenges
As a result, social media initiatives…
• have no impact on business goals
• demonstrate poor sustainable RoI
• do not secure leadership buy-in
• are unable to secure investment
• stay at exploration stage
Business Goals
Departmental Goals
Social Media Goals
Social Media Tactics
Social Media Metrics
Strategic Metrics
...but they
should be
here!
Many
companies
are here...
Social Media Strategy Funnel

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Social Media
create sustainable value for your business
Social Media
Initiatives
Business
Goals

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Social Media Strategy Framework

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Social Media
how ready is your company?
Stages of Maturity
ValueCreation
• Aware of Social
Media but not used
for business
• No or only
information
monitoring
• Aware of Social
Media & impact on
business
• Monitor relevant
online conversations
& analyze for key
messages
• Able to participate in
customer online
conversations
• Identified key Social
Media channels to
communicate brand
message
• Brand message tells
company story
• Structure to respond
to customers set up
• Embedded in existing
customer service
channels
• Employees actively
involved or
encouraged
• Actively participating
in Social Media
• Contribute value
through content
• Social Media channels
contribute to
strategic objectives
Maturity Assessment Tool:
http://www.lardipartner.com/smma/
Source: LPC point of view, 2012

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Social Media
hardwiring social media initiatives to business goals
Source: LPC point of view, 2013
Business Goals
Departmental Goals
Social Media Goals
Social Media Tactics
Social Media Metrics
Strategic Metrics
• Share a mix of relevant links, engaging content, videos on Facebook
• Identify LinkedIn groups to follow & participate
• Update bloggers regularly on new thought leadership & products
• Generate revenue
• Generate new leads
EXAMPLES
• Total new net revenue
• # new customer acquisition
• # new leads generated
• # of page visits
• # of followers / retweets / posts / views
• # of clicks-throughs / referrals to website
• Understand, identify & engage potential customers
• Expand reach of thought leadership & products
• Engage & excite key influencers

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Define
business goals
Define social
media goals
Link social
media goals to
business goals
Define social
media tactical
plan
Determine
social media
adoption
Determine
target social
media
adoption
Gap
assessment &
focus areas
Section 2: Visioning
Section 1: Tying to business goals
DETERMINE OBJECTIVES
& READINESS
IDENTIFY INITIATIVES
& PRIORITISE
PHASE 1 – DEVELOP STRATEGY
Activity
hardwiring social media initiatives to business goals
This is a simplified view of some steps in the Social Media Strategy framework. Today, we will cover the first three steps in
Section 1, as above. A complete description of the approach can be found in the Social Media Strategy book.

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‘’We don’t have a choice on
whether we DO social media,
the question is how well we
DO it’’
- Erik Qualman, Author of Socialnomics

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Thank you
@KamLardi
ch.linkedin.com/in/kamaleslardi
slideshare.net/kamalesn
xing.com/profiles/Kamales_Lardi
lardistrategy.com

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