Posts Tagged ‘Social Strategies’

CMO: Time for Social Programs with Provable Profits

Just Published!  Social IMC – Social Strategies with Bottom-line ROI

While there are many books talking about engaging people on social media like Facebook, Twitter, PInterest, LinkedIn and hundreds more, all describe the return you will get in general terms.  Usually, the discussion first informs you social ROI [return on investment] doesn’t exist as a financial calculation but, instead, rests on the influence and intangible benefits you receive from social engagement; however, nothing could be further from the truth.   The key to social success is to stop focusing on specific site strategies and, instead, focus on engaging your highest value markets and build strong, measurable, 1-to-1 relationships with them.  That is the goal of Social IMC – Social Strategies with Bottom-line ROI.

How it started

I teach social and mobile marketing at Northwestern University.   About 9 years ago, one of my graduate students who worked at a major retail company said that while she understood the power of social media, she could not justify staff because she could not prove the bottom-line impact of a social strategy.  She asked me the question which plagues many companies…”What is the profit impact of developing a social strategy”.  While I did not have a good answer for her, it started me on a mission to find the social strategies which drive profitable, measurable social programs.  In talking with CEOs and CMOs across the world, I found 3 strategies companies were using and – good news – 2 had proven bottom-line impacts.  In other words, these 2 strategies link your social investment to your sales and marketing systems.  These strategies allow you to grow market share and increase the lifetime value of your high value markets using KPIs, relationship funnels, and the same metrics you use to justify and measure all of your business metrics.  Social IMC shows you how to use social to achieve provable business results.

What’s in the book

Many books focus on the theories behind the use of social media and mobile applications in marketing—but this is not one of them. Social IMC provides strategies based on proven business models that have produced real-world results.  Each strategy has been taught, tested, and developed by the author himself, and all are thoroughly explained in an easy-to-follow format that includes references to exemplary businesses from around the world. By the time you finish reading this book, you will be able to identify which strategy is best to use for each of your company’s high-value markets.  You will know what steps you need to take to successfully design, develop, deploy—and maintain—your business’ social and mobile approach.  A veritable “how-to” guide for using social and mobile technologies to propel business profit and growth, Social IMC is sure to appeal to business leaders and entrepreneurs worldwide. The strategies discussed in the text have been proven effective in a wide variety of models, including both for-profit and not-for-profit organizations and companies targeting businesses or consumers on international, national, local, and hyper-local scales.

Special Introductionary Offer

It’s time for you to develop KPI driven, 1-to-1 relationships with your high value customers using proven social strategies.  Learn what IBM, the NorthFace, American Express, ONE.org and companies throughout the world are learning about developing bottom-line driven social strategies.  Get a copy of the new book Social IMC available on Amazon.  Click here for a special $5 off discount!

 

Randy Hlavac

 

Randy Hlavac teaches social and mobile market at Northwestern University in Chicago IL.  He is also CEO of Marketing Synergy, Inc – a consulting company helping companies develop their social and integrated marketing strategies and tactics.  His new book – Social IMC – shows companies how to best design, develop, deploy, justify and measure their social marketing and mobile marketing programs.  It add business metrics and proven strategies to your social marketing programs.  Randy can be found on Twitter @randyhlavac

 

Start 2014 off right with a FREE MOOC on Content Strategy by Northwestern University

On January 13, 2014, Northwestern University will add to its record of designing learning systems for the future by offering a unique new MOOC (massive open online course). It is entitled Content Strategy for Professionals – Engaging Audiences for Your Organization and can be found on the Coursera platform. Enrollment is free and open now at: http://bit.ly/1iPXyba

Northwestern produced the MOOC because professionals in every organization – for-profit, non-profit, volunteer, and government – face an enormous challenge. With ever-more information competing for people’s limited time, they need to know how to develop and deploy more engaging content to reach key individuals inside and outside their organization with important information.

The Content Strategy MOOC has been developed to meet this challenge. In the MOOC, 10 expert Northwestern professors share their new insights and actionable advances. The faculty come from the Medill School of Journalism, Media, Integrated Marketing Communications and the Kellogg School of Management. They are led by John Lavine, professor and director of Northwestern’s Media Management Center.

Content MOOC

“Content strategy is a conversation that provides thought-leadership.” Lavine explained. “Regardless of their level, area of work, or expertise, professionals who use content strategy have new knowledge that enables them to be far more effective with words, graphics, video, social and mobile media. They learn how to give their most important stakeholders trustable, transparent, actionable information that those individuals will value and use.”

The MOOC is divided into six modules with each broken into a number of succinct, easy to complete sessions that will easily fit each user’s schedule. It is a rigorous program, but because it is for professionals, there are no exams or term papers.  There is, however, a case study that weaves throughout the MOOC, allowing the participants to build their content strategy skills and receive feedback on them.

In addition, the MOOC features videos and multimedia from companies and organizations around the world. They are best practice examples of what an effective content strategy looks like in action. The MOOC also has an electronic toolkit for the participants to use in the future to help them and their colleagues as they encounter new challenges in their organization.

“The goal of the MOOC,” Lavine concluded, “is to give those who take it the content strategy knowledge and skills to advance their enterprise and their own careers. It is free, and we welcome those who are interested to join us on January 13th.”

For more information, view a short video at:  http://bit.ly/18wZ65n

 

 

Randy HlavacRandy Hlavac is a Professor of Integrated Marketing at Northwestern’s Medill IMC program.  His course on Social and Mobile Marketing has been featured in the Wall Street Journal and has produced strong social marketers who now work for business and Not-for-Profit companies throughout the world.  In addition to his teaching at Northwestern, Randy is also the founder of Marketing Synergy Inc – an integrated and social marketing consulting company located in Naperville IL.  Randy works with B2B and B2C companies to help them justify, design, develop and deploy their social & mobile programs linked to the company’s bottom-line.  Randy is also finalizing his new book “Social IMC – Social Marketing with Bottom-line ROI” which will be released early in 2014.  Dialog with Randy on Twitter @randyhlavac or discuss social issues with this hash tag #NUSocialIMC.  Randy can also be reached through Marketing Synergy website.

 

 

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