Thus far we have covered the Strategy and Creativity portions of our social business process. Now we are going to cover the Results section. The Results section is what ties in everything that has been done up to this point and shows what has been accomplished. Results are really what companies are after and without the proper process and approach you won’t be able to provide companies with a solid understanding of what the results are. This is really where we try to show clients the justification for their social business investments.
Monitor Process and Analyze New Data
This is where we look at how the implementation process has been going thus far and make sure that everything is running properly, smoothly, and according to plan from both a technology and a business standpoint. We also take a look at new data that is being collected from customers and from internal business units. Data can include everything from conversations to changes in purchase behavior to feedback from employees on how they feel the social business efforts are progressing. We compare this data with the information we gathered at the beginning of the social business process so that we can see changes. We also address any issues or problems that might come up during implementation.
Calculate ROI and Impact
After we collect the new data and compare it to previous data that we have collected, we determine the ROI and impact of everything that has been implemented along the way. It’s important to note that the social business process itself doesn’t have a timeline attached to it so there can be a considerable gap in time from Creativity section to the Results section. Typically, we want to measure ROI and impact on a quarterly basis (continuously). The time-frame for ROI and impact measurement varies depending on the scope of work and the project for the client. However, you should start to see metrics moving in the right direction.
Insight Delivery
This is a report that we deliver to the client which covers everything from the initial point of engagement up until the report is created. The report includes everything from a summary of work and future recommendations to forward looking ideas/strategies and successes/challenges that came up during the engagement. The report is designed to be comprehensive and is customizable based on the clients needs. After the initial insight delivery report is delivered, it is necessary to continue with comprehensive insight delivery reports on a quarterly basis to follow the ROI and impact calculation process.
Adapt and Revise
As the final step in our social business process, we adapt the work that has been done and work on revisions to obtain better results. The process is continuous as there are always new learnings that can be applied from one quarter to the next. There are also new strategies and software solutions that are developed and we want to ensure we integrate these into our client’s business process.
And there you have it, along with Pt. 1 and 2, this is Chess Media Group’s social business process. What do you think? We’d love to get your feedback.
Tags: results, social business process, social media strategy
