Social Marketing Changes Everything Part 3 – Business Case

Continuation of Part 1 – Introduction & Part 2 – Theory

Unless your company does ecommnerce, Social Marketing generally does not have its own ROI. This has been a significant challenge for most companies thinking about how to leverage social media. How do you correlate social marketing activities with tangible business impact?

Most corporate social media participation has grown sporadically out of employee participation outside of their daily work life. Most of the participants in the social networks joined through invitation, but since there are not a structured way to use these networks, corporate planning has lagged on these networks. Many companies are now putting together structured social media plans as a part of their marketing efforts, but are finding a hard time building the social marketing business case.

The business case for social marketing really involves mapping your organization’s social activites back to your business objectives, strategies, and goals. Just because your team dabbles on Facebook, has linkedin profiles, and is playing on Twitter does not make a social marketing plan. The other side of the coin is that just because you can’t measure it, doesn’t mean it doesn’t have value. The remainder of the post will outline a process for building a business case around social marketing:

  • Identify Key Market Influencers
  • Align Business & Social Marketing Strategy
  • Develop Social Marketing Roadmap
  • Build the Social Marketing Business Case

Identify Key Market Influencers –  starts with a reorientation of the traditional view of marketing’s role away from traditional marketing channels of communication. Instead, the model below is reoriented around the core of the customer experience:

Social Marketing Reorients Marketing Activities

Social Marketing Reorients Marketing Activities

  • Reorients traditional marketing towards the online network, relationship-oriented, and influencer-driven social interactions.
  • Leverages a multi-channel, multi-directional approach towards building relationships with a transition away from the structured marketing roles.
  • Focused around enabling the key interactions that support the awareness, influence, interest, buying, and referral processes.

Align Business and Social Marketing Strategy

First Step is to understand the market from the company’s perspective

  • Collect company’s Market Research – get everything you can get your hands on to get a baseline of the market
  • Understand Value Proposition, Competition, Positioning, Differentiation, Key Description Words
  • Company’s Goals, Objectives, & Strategies
  • Industry Trending
  • Website, SEO, & Social Media Presence Review – figure out your strengths and weaknesses
  • Team Social Media Perceptions & Capabilities – you will need buy in. Additionally, you may find evangelists in people you would have never thought.

Next step is to perform online market research to understand  the following:

  • Competitor Analysis – messaging, positioning, website, social presence
  • Industry – associations, sites, news, blogs, industry communities (public access only)
  • People – influencers, industry executives, analysts, press, buyers, consultants, bloggers, partnerships

Develop Social Marketing Roadmap based upon identified audiences, influencers, and existing relationships.

  • Map audiences and objectives with the desired interactions.
  • Prioritize the Social Marketing Roadmap (crawl, walk, run) based upon 3 mo, 6 mo, and 12 mo activities, budget, and resource requirements
  • Proposed Social Marketing Editorial Calendar to leverage existing content, corporate development, and user generated content. Think bite-sized chunks of reusable, repurposed content that can be leveraged across many mediums. Spread the workload across a broad spectrum of people. Look for activities where you can reuse the content; ie a webinar (answer the questions from the webinar in a blog post)

Building and Presenting the Business Case

  • Hard and Soft Cost Analysis – You need to have an understanding of the time, resources, and money
  • Strategy Review – Make sure that you have buy-in and participation
  • Budget Refinement -Understand the Resource Limitations; make sure you prioritize your activities based upon an expected return
  • Program Measurement – How will the organization measure and report?
  • Performance Metrics & Estimated Business Impact Executive & Team Presentations – Recruit Internal Evangelism

 Part 4 of the series will explore the possible elements of a Social Marketing execution plan.

Part 5 of the series will explore how to measure Social Marketing activities more in depth.

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2 comments so far

  1. […] Part 3 – Business Case Possibly related posts: (automatically generated)Re: Will Corporate Websites Become Irrelevant?Decoding Marketing: BtoB CMOs Integrating SM, SEO,Lead Gen, CRM, MCM, and M…Corporate Social Media RoadmapBranding Illustrated […]

  2. […] Continued at Part 3 – Business Case […]


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