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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 …

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

  • 1. Moving Beyond Social EngagementPUT ARINGON IT @adriandparker
  • 2. In a perfect businessworld all relationships would fit into a sales funnel
  • 3. In a perfect business world all relationships would fit into a sales funnelWhat if my marriagewas a sales funnel?
  • 4. April 2007AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 5. August 2007 – November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 6. November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 7. November 2008AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 8. January 2009AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 9. July 2009AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 10. February 2010AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 11. October 2010AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 12. March 2013AwarenessInterestEvaluationCommitmentLoyaltyAdvocacy @adriandparker
  • 13. How do you measure the ROI of each activity? Awareness InterestPre-purchase EvaluationPost-purchase Commitment Loyalty Advocacy @adriandparker
  • 14. Option 1: Last Touch Attribution Model ROI % 0% Awareness 0% Interest 100% EvaluationPre-purchasePost-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
  • 15. Option 2: First Touch Attribution Model ROI % 100% Awareness 0% Interest 0% EvaluationPre-purchasePost-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
  • 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. 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. Social Commerce ChallengeHow do we translate subjectivesocial interactions into objectivebusiness outcomes? @adriandparker
  • 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. THANKS Will you marry me? @adriandparker