Has Yelp Lost Its Social Value?
ROI in Social begins at the beginning there is just no way around that. Before you select the software and certainly before you turn it on. A great Social strategy and design must be at the core. There are 4 key points to include in the initial core discussion from which further strategy and design iterations evolve.
1. Answer why are we doing Social? (Needs & Reasons; each should have a desired goal as well as risks and is the basis for all KPIs)
2. How will this engage with /change our current business model or culture model?
(Begin to understand breath and depth of impact / transformation to the business)
3. Where are we today in relation to accomplishing that? (Identifying phases, easy gains, and defines needs)
4. Who does this impact? This identifies the extended team and core team--it ultimately outlines key departments, applications, and resources ((both hard and soft that should be added to the plan) customers and employees should be included in this—as well as anyone that Social may engage—Mapping impact /engage audience)
Usually the team discovers at this point there there is a Social Eco-System to address and engage. Internally this usually identifies cross-departmental impact that drives a collaboration effort. This collaboration effort should have at the core of its structure the Customer or potential customer. In addition, Social Eco-System leads to who needs empowerment and ability to engage and how. Out of this comes the HR, Legal, and Executive engagement that has to buy-in at the core or this plan for success to be on track.
Principal, Ready, Set, Go Social!
Noreen Poli is product manager and consultant at Ready, Set, Go Social! Her projects range from award winning methodologies to end-to-end mobile gamified applications. Her background in product management is enhanced by experience in user research, analytics, human behavior, and social giving her a unique skill-set custom made for this era of realtime analytics and personalized products.