Some benefits : a summary
1. Reach 2. Speed / Ease of use 3. Natural SEO 4. Insights (market and consumer) 5. Targeting 6. 1-to-1 communication (personalization) 7. Relationship building 8. Get a ‘face’ (branding)
Social Optimization 10 golden rules
: 1. Be ever present 2. Provide valuable content 3. Update often 4. Work cross channel 5. Make sharing easy 6. Participate 7. Encourage co-creation 8. Reward loyalty 9. Innovate 10. Be Human
A simple example : Let’s
say you are a telecom provider selling mobile subscriptions... 1) Define your customer value: • Product cost: €30/month • Annual value: €360 (12 x €30) 2) Define the lead value by dividing your customer value through the retention rate. Let’s say 70% of your customers remains loyal for a year. • Lead value: €252 (70% x €360) 3) Define the sales conversion rate. Let’s say 5% of leads converts to a sale. • Sale value: €12,6 (5% x €252) This means that every lead on your website is worth €12,6. Integrate this information in your Google Analytics Goals settings to automatically calulate the value. (HT @CSpenn)
There is NO standard but
you need to find a way to link performance to sales. Acceptance of management on the chosen way is all you need, no matter if it is perfect or not !