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| Stage |
Get Started Right |
Leverage Investments |
Perform to Target Metrics |
Deliver Positive ROI |
| Example Activities |
- Set up enterprise system to track brands, competitors, executives and issues relevant to key consumers.
- Establish a framework for different departments to participate and coordinate social activities.
- Establish policies and procedures as guideposts for social practices.
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- Review listening & community platforms investments across the enterprise to reduce duplication of effort.
- Determine if activities and analysis in one department can be helpful to others.
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- Establish social media specialists with specific responsibilities to drive performance.
- Build and support social media assets.
- Incorporate social media data in executive reports.
- Establish quarterly business reviews around social activity.
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- Correlate social metrics to other business performance metrics.
- Set business performance criteria or social activity and expected results.
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| Sample Goals & Objectives |
- Have a written GamePlan that can be shared through organization
- Establish baseline metrics for share of voice.
- A social leadership council is established with representatives of key depts.
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- Coordinated reporting across divisions so each group can get data relevant to their needs.
- Set a long-term social media enterprise strategy with specific goals and metrics.
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- Set targets for Facebook friends and Twitter followers.
- Built a community with 10,000 members that regularly participate.
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- Support each division with an ROI calculator.
- Deliver two transformative business changes through social media insights.
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| Sample Evaluation Metrics |
- Brand A is mentioned in 15% of the overall conversations and Competitor A is mentioned 10% and Competitor B is mentioned 5%.
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- Reduced enterprise investment in listening technologies by 10% while increasing the usefulness of the information.
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- Increased Companies share of voice in social media by 20%.
- Increase positive brand exposure by 50%.
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- Ideas from social media led to two separate ideas that added $25 million to the bottom line. The total investment was $10 million.
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