{"id":6357,"date":"2017-04-16T14:01:11","date_gmt":"2017-04-16T17:01:11","guid":{"rendered":"https:\/\/www.ibtdi.com\/?p=6357"},"modified":"2017-04-16T14:01:11","modified_gmt":"2017-04-16T17:01:11","slug":"how-do-you-invest-more-in-your-companys-social-business","status":"publish","type":"post","link":"https:\/\/www.ibtdi.com\/en\/how-do-you-invest-more-in-your-companys-social-business\/","title":{"rendered":"How Can You Increase Your Company\u2019s Investment in Social Enterprises?"},"content":{"rendered":"

\"\u0646\u062a\u064a\u062c\u0629<\/a><\/p>\n

New companies should allocate a portion of their profits to social initiatives. Companies that have already factored the social moment into <\/span><\/p>\n

their plans should significantly increase their investment in this area, using specific metrics such as:<\/span><\/p>\n

Return on investment = (return \u2212 investment) \/ investment<\/span><\/p>\n

The social moment is defined as <\/strong>the moment when a company realizes that social initiatives are integral to the success of <\/span><\/p>\n

its future business.<\/span><\/p>\n

To generate a return on its investment in social business, the company should focus on directly increasing revenue; <\/span><\/p>\n

Activities are prioritized at each stage of the buying process, as customers consider purchasing its products.<\/span><\/p>\n

.<\/p>\n

The company\u2019s social business strategy is based on the following:<\/strong><\/span><\/p>\n

- Assess the number of visitors to its social media channels to identify purchasing journeys.<\/span><\/p>\n

- Create a separate channel to track key interactions.<\/span><\/p>\n

- Create and publish content that aligns with customer needs.<\/span><\/p>\n

- Measure the effectiveness of social media channels over time to determine how much they have improved.<\/span><\/p>\n

Here are some Categories and metrics for the company to consider including in its social business scorecard<\/a> :.<\/span><\/p>\n

.<\/p>\n

Social marketing metrics<\/strong><\/span><\/p>\n

The value of social marketing lies in the ability to communicate and engage with customers regularly, every day, for example:<\/strong><\/span><\/p>\n

- Using LinkedIn for social marketing by publishing content on leadership and blogging.<\/span><\/p>\n

- Hosting a webinar on SlideShare to give customers an overview of its products.<\/span><\/p>\n

- Using Blab to create and repurpose video clips, in line with an enhanced self-service experience for consumers and their <\/span><\/p>\n

online search behavior.<\/span><\/p>\n

Republishing this content on sites such as LinkedIn groups, local Google+ communities, and sharing <\/span><\/p>\n

it on Twitter and the company website\u2014or on other valuable sites such as Medium\u2014amplifies the return <\/span><\/p>\n

on the time and investment devoted to the company\u2019s brand messaging and content creation process.<\/span><\/p>\n

.<\/p>\n

\u00a0Metrics that take historical data into account include:<\/strong><\/span><\/p>\n

- Direct content creation costs (creation, hosting, etc.).<\/span><\/p>\n

- Engagement with product content when consumers go online to complete a purchase (new followers, link clicks <\/span><\/p>\n

Related to an update or post, mailing lists, newsletter subscribers, file downloads, offers, and time spent on <\/span><\/p>\n

the web page or other online interactions).<\/span><\/p>\n

- Cost per click \/ link (reach, traffic, and conversion rate).<\/span><\/p>\n

.<\/p>\n

Social sales metrics<\/strong><\/span><\/span><\/p>\n

Optimizing sales generated by increased engagement increases revenue per sale; sales growth is one of the <\/span><\/p>\n

key measures of social business investment.<\/span><\/p>\n

Key social sales metrics:<\/span><\/p>\n

-Forecasting and customer engagement (increased engagement).<\/span><\/p>\n

-Number of calls\/interactions needed to reach prospects.<\/span><\/p>\n

-Sales contribution (opportunities attributed to social selling).<\/span><\/p>\n

-Deal size (booking value).<\/span><\/p>\n

-Reliable velocity metrics (opportunity age and expected time to close).<\/span><\/p>\n

.<\/p>\n

Employee Engagement Metrics<\/strong><\/span><\/p>\n

There\u2019s no doubt that an engaged employee who is enthusiastic about their work gives the organization a positive outlook\u2014and, in turn, helps it achieve its goals. From here, <\/span><\/p>\n

The company must provide employees with regular training on social initiatives to earn their meaningful commitment, while paying attention <\/span><\/p>\n

to several metrics related to employees trained in social initiatives, including:<\/span><\/p>\n

- A significant improvement in employee retention rates.<\/span><\/p>\n

- The ability to attract qualified employees.<\/span><\/p>\n

- Lower costs for recruiting new employees.<\/span><\/p>\n

- The number of times the company\u2019s positive image was shared on social channels.<\/span><\/p>\n

- The number of referrals a customer has made to invite new potential customers.<\/span><\/p>\n

- Customer experience (customer satisfaction survey results\/final results).<\/span><\/p>\n

According to Bazaarvoice: \u201cCustomers are 105% more likely to make a purchase and spend 11% more per transaction after engaging <\/span><\/p>\n

with other customers online.\u201d<\/span><\/p>\n

.<\/p>\n

\u0646\u0642\u0627\u0637 \u0645\u0647\u0645\u0629<\/strong><\/span><\/p>\n

- An employee-driven content culture strategy is essential to helping a company attract customers; it leads to an increased <\/span><\/p>\n

return on investment (ROI) by increasing user-generated content.<\/span><\/p>\n

-Set goals for social channels, and make the necessary adjustments based on indicators that measure the success or failure of social commerce activities <\/span><\/p>\n

and content publishing.<\/span><\/p>\n

-Your company\u2019s social impact, reputation, and ability to grow depend on the integrity and transparency of its intentions.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

\u064a\u0646\u0628\u063a\u064a \u0639\u0644\u0649 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0623\u0646 \u062a\u062d\u062f\u062f \u062c\u0632\u0621\u064b\u0627 \u0645\u0646 \u0623\u0631\u0628\u0627\u062d\u0647\u0627 \u0644\u0644\u0623\u0639\u0645\u0627\u0644 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629\u061b \u0623\u0645\u0627 \u0627\u0644\u0634\u0631\u0643\u0627\u062a \u0627\u0644\u062a\u064a \u0631\u0627\u0639\u062a \u0627\u0644\u0644\u062d\u0638\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0641\u064a \u062e\u0637\u0637\u0647\u0627\u060c \u0641\u0639\u0644\u064a\u0647\u0627 \u0632\u064a\u0627\u062f\u0629 \u0627\u0644\u0627\u0633\u062a\u062b\u0645\u0627\u0631 \u0641\u064a \u0647\u0630\u0627 \u0627\u0644\u0645\u062c\u0627\u0644 \u0628\u0634\u0643\u0644 [\u2026]<\/span><\/p>\n","protected":false},"author":3,"featured_media":6379,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_ibtdi_aa_focus_keyword":"","_ibtdi_aa_secondary_keywords":"","_ibtdi_aa_audience":"","_ibtdi_aa_tone":"","_ibtdi_aa_summary":"","_ibtdi_aa_reviewer_name":"","_ibtdi_aa_reviewer_bio":"","_ibtdi_aa_reviewer_url":"","_ibtdi_aa_reviewed_date":"","_ibtdi_aa_service_id":"","_ibtdi_aa_related_ids":"","_ibtdi_aa_human_reviewed":"","_ibtdi_aa_disable":"","_ibtdi_aa_disable_links":"","_ibtdi_aa_sources":"","_ibtdi_aa_update_notes":"","footnotes":""},"categories":[491],"tags":[883,1778,10477,10478,10479,1073,6246,2,777,7548,7813,1027,5258,10480,5835,10481,2028,2031,284,783,1083,4560,10482,10483,6914,10484,2106,10485,6197,10,373,21,374,226,42,240,411,415,790,132,5072,146,10486,793,24,48,18,798,2448,2552,10487,5483,1487,10488,10489,10490],"class_list":["post-6357","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-491","tag-google","tag-linkedin","tag-medium","tag-roi","tag-slideshare","tag-twitter","tag-6246","tag-2","tag-777","tag-7548","tag-7813","tag-1027","tag-5258","tag-10480","tag-5835","tag-10481","tag-2028","tag-2031","tag-284","tag-783","tag-1083","tag-4560","tag-10482","tag-10483","tag-6914","tag-10484","tag-2106","tag-10485","tag-6197","tag-10","tag-373","tag-21","tag-374","tag-226","tag-42","tag-240","tag-411","tag-415","tag-790","tag-132","tag-5072","tag-146","tag-10486","tag-793","tag-24","tag-48","tag-18","tag-798","tag-2448","tag-2552","tag-10487","tag-5483","tag-1487","tag--bazaar-voice","tag--blab","tag-10490"],"_links":{"self":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/6357","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/comments?post=6357"}],"version-history":[{"count":0,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/posts\/6357\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media\/6379"}],"wp:attachment":[{"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/media?parent=6357"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/categories?post=6357"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ibtdi.com\/en\/wp-json\/wp\/v2\/tags?post=6357"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}