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Moving Beyond Social EngagementPUT ARINGON IT                     @adriandparker
In a perfect businessworld all relationships   would fit into a         sales       funnel
In a perfect business    world all relationships       would fit into a             sales           funnelWhat if my marri...
April 2007AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy     @adriandparker
August 2007 – November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy                      @adriandparker
November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy        @adriandparker
November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy        @adriandparker
January 2009AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy       @adriandparker
July 2009AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy     @adriandparker
February 2010AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy        @adriandparker
October 2010AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy       @adriandparker
March 2013AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy     @adriandparker
How do you measure the ROI of each activity?               Awareness                 InterestPre-purchase                 ...
Option 1: Last Touch Attribution Model ROI %      0% Awareness          0% Interest          100% EvaluationPre-purchasePo...
Option 2: First Touch Attribution Model ROI %   100% Awareness          0% Interest                0% EvaluationPre-purcha...
Option 3: Multi-Touch Attribution Model ROI %   33.3% Awareness      33.3% Interest          33.3% EvaluationPre-purchaseP...
Social Commerce ChallengeLast Touch              Awarene     Pre-      Post-                ss      Purchase   PurchaseFir...
Social Commerce ChallengeHow do we translate subjectivesocial interactions into objectivebusiness outcomes?               ...
4 Ways To Put A Ring On It     Relationship Tools                 Business Tools                  Memories        1     Sy...
Put A Ring On It: Moving Beyond Social Engagement
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Put A Ring On It: Moving Beyond Social Engagement

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Social media has changed business but business is also changing the way we do social media. How do you measure, monetize and optimize social interactions in a business environment? Look no further than your marriage. This presentation from the WCG Social Commerce event at SXSW 2013 explores how ROI can come from the most important places.

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  • Image: http://photos.posh24.com/p/1262842/z/beyonce/beyonce_put_a_ring_on_it.jpg
  • Image: http://photos.posh24.com/p/1262842/z/beyonce/beyonce_put_a_ring_on_it.jpg
  • Image: http://photos.posh24.com/p/1262842/z/beyonce/beyonce_put_a_ring_on_it.jpg
  • Transcript of "Put A Ring On It: Moving Beyond Social Engagement "

    1. 1. Moving Beyond Social EngagementPUT ARINGON IT @adriandparker
    2. 2. In a perfect businessworld all relationships would fit into a sales funnel
    3. 3. In a perfect business world all relationships would fit into a sales funnelWhat if my marriagewas a sales funnel?
    4. 4. April 2007AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    5. 5. August 2007 – November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    6. 6. November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    7. 7. November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    8. 8. January 2009AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    9. 9. July 2009AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    10. 10. February 2010AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    11. 11. October 2010AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    12. 12. March 2013AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
    13. 13. How do you measure the ROI of each activity? Awareness InterestPre-purchase EvaluationPost-purchase Commitment Loyalty Advocacy @adriandparker
    14. 14. Option 1: Last Touch Attribution Model ROI % 0% Awareness 0% Interest 100% EvaluationPre-purchasePost-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
    15. 15. Option 2: First Touch Attribution Model ROI % 100% Awareness 0% Interest 0% EvaluationPre-purchasePost-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
    16. 16. Option 3: Multi-Touch Attribution Model ROI % 33.3% Awareness 33.3% Interest 33.3% EvaluationPre-purchasePost-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
    17. 17. Social Commerce ChallengeLast Touch Awarene Pre- Post- ss Purchase PurchaseFirst Touch Awarene Pre- Post- ss Purchase PurchaseMulti-Touch Awarene Pre- Post- ss Purchase PurchaseStandard attribution modelsdiscount value of social andpost-purchase interactions @adriandparker
    18. 18. Social Commerce ChallengeHow do we translate subjectivesocial interactions into objectivebusiness outcomes? @adriandparker
    19. 19. 4 Ways To Put A Ring On It Relationship Tools Business Tools Memories 1 Systems Celebrations & Milestones SEE Enhanced CRM & Tracking Tools Listening 2 Feedback Spousal Feedback SAY Surveys, Net Promoter Observations 3 ResearchPeer Observation & Testimonials DO Marketing Mix Modeling, CBA Trust 4 Recommendations Partner Collaboration BELIEVE Ratings, Reviews & Referrals “Care and Converse” “Care and Convert” @adriandparker
    20. 20. THANKS Will you marry me? @adriandparker

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