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

Put A Ring On It: Moving Beyond Social Engagement Presentation 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