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Most people think of social media tools as a function of marketing. Yet, social media is about two way communication and people connecting with people. In this presentation, you will see a different take on applying social media tools and strategy to internal communication challenges for Incept, a Canton Ohio-based contact center focused on blood donor recruitment. Significant return on investments (the real definition of ROI) have been seen in both revenue generation as well as reduced training and development costs.
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1
ROI VS Baseline MeasurementROI VS Baseline Measurement
A Case Study on Why You Need Both
2What is ROIWhat is ROI
Return On InvestmentReturn On InvestmentReturn On InvestmentReturn On Investment
the ratio of money gained or lost (whether realized or unrealized)
on an investment relative to the amount of money invested.
3Chris Penn on Social Media ROIChris Penn on Social Media ROI
4The Black BoxThe Black Box
Black Box $
$
5Case StudyCase Study
• Contact Center evolved into a Conversational Marketing Firm
• Canton Ohio
• Four months into our relationship
• Work in progress
• Contact Center evolved into a Conversational Marketing Firm
• Canton Ohio
• Four months into our relationship
• Work in progress
6Cost of Turnover for Call CentersCost of Turnover for Call Centers
• Up to 150% of someone’s annual salary
• Average call center turnover of 25%
• Up to 150% of someone’s annual salary
• Average call center turnover of 25%
100 employee call center = Average $250,000 100 employee call center = Average $250,000 in annual turnover costsin annual turnover costs
100 employee call center = Average $250,000 100 employee call center = Average $250,000 in annual turnover costsin annual turnover costs
7How Do We Address the ProblemHow Do We Address the Problem
Open lines of communication between management and rank and file employees
Facilitate and maximize organizational culture
Identify and empower your influencers - “Agent Zeros”
Increase organizational transparency
Expand the overall online presence
“Grow Bigger Ears”
8Sanity Process – Strategy BuildingSanity Process – Strategy Building
Facilitating consensus building on short & long term business objectives
Set baselines for measurement
Develop strategies that leverage social media tools
Select and train to social media tools
Build a Human Business Team
9Incept Business ObjectivesIncept Business Objectives
Internal Objectives for 2010Internal Objectives for 2010
Reduce employee turnover rate
Increase recruitment of new (targeted) CME’s
External Objectives for 2010External Objectives for 2010
Develop and train to a Business Development practice that targets National Blood Centers
Develop a Social Media Offering for National Blood Centers
10Measurable BaselinesMeasurable Baselines
Internal Baselines for 2010Internal Baselines for 2010
Increase employee satisfaction and engagement
Build and expand a fan base of active CME’s and potential recruits
External Baselines for 2010External Baselines for 2010
Increase opportunities in the business development pipeline
Reach EBIT Goal of $1 Million
11Social Media ToolsSocial Media Tools
Listening - GoogleListening - Google Dashboard Dashboard
Listening & Interaction - HootsuiteListening & Interaction - Hootsuite
User Benchmarking - TweetStatsUser Benchmarking - TweetStats
12Social Media ToolsSocial Media Tools
• LinkedIn Profile LinkedIn Profile DevelopmentDevelopment
• Social Media Social Media OptimizationOptimization
Business Development - LinkdedInBusiness Development - LinkdedIn
13Social Media ToolsSocial Media Tools
Collaborative Company Blog -Collaborative Company Blog -InnoblogsInnoblogs
14Social Media ToolsSocial Media Tools
Internally Focused Facebook Fan PageInternally Focused Facebook Fan Page
ApplicationsApplications
PollDaddy Discussion Board Reviews Promotion Gallery for Blood Center
Pages YouTube Channel Integration Events Networked Blog Targeted Facebook Fan Page
Advertising
15Human Business TeamHuman Business Team
An internal team of individuals, who possess the talents, passion and training to strategically and synergisticaly
utilize social media tools to achieve business objectives
16Measureable Results Measureable Results
Fan Base Growth & Engagement Fan Base Growth & Engagement
Total Fan Base has increased 417% in 4 weeks
Total Fan Base weekly interactions have increased 267 %
17Measureable Results Measureable Results
Conversation MetricsConversation Metrics
Receiving active employee feedback using polls and discussions
Data being used to drive company policy decisions, events, and evolving content strategy
Post quality is up 22.4 points in 4 weeks
18Measureable Results Measureable Results
Year Over Year Turnover Rate ComparisonYear Over Year Turnover Rate Comparison
19Measureable Results Measureable Results
New Business DevelopmentNew Business Development
20
Nate RiggsSocial Business Strategies
Thank YouThank You
