IMS Social Media Panel Presentation
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Slides from my involvement in a panel on social media from the December 2, 2010 Integrated Marketing Summit event in Dallas, Texas.
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Social media is a two-way channel, but over the last ten years marketers have increasingly shifted to focus activities on one-way interruption - applying old techniques to new channels.
Communities form post-purchase, but most marketers currently focus social media activities on the pre-purchase funnel. When you force a community to act as an acquisition channel, you dilute it.
There is a significant opportunity to drive post-purchase loyalty, advocacy and re-purchase through social media, and responsibility for functions that drive this are increasingly falling to the CMO. The potential for ROI in this area is significant.
Given those points, we need to re-assess our approach to social media – especially for consumer and SMB audiences. In particular, we need to shift to focus our on-channel activities on existing customers (versus new acquisitions) through:
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- Off-channel content and paid (posts promoted outside brands’ communities)
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There is a significant opportunity to drive post-purchase loyalty, advocacy and re-purchase through social media, and responsibility for functions that drive this are increasingly falling to the CMO. The potential for ROI in this area is significant.
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- On-channel content – both planned and real-time
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Time and again, the business group has taken up new business ventures, each of which has allowed it to expand its horizons further and reach new heights. Even amidst the Adani CBI Investigation, the firm has always focused on improving its cement business.
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Best Competitive Marble Pricing in Dubai - ☎ 9928909666
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- 1. Brand Community Engagement December 2, 2010 Presenter: Christopher Baccus AT&T, Executive Director of Digital & Social Media Twitter: @cbaccus
- 2. A lot of “Community Engagement” still looks like this
- 3. Engagement is the act of fostering communication within a community Marketing Messages Product News Response to Fans Randomness
- 5. Engagement is not just broadcasting. It’s answering, clarifying, exceeding expectations
- 6. Fans want respect and value engagement with meaning
- 7. Without dialoging with your fans, you are losing a stronger connection
- 8. 99% of Engagement ROI is measured in Impressions. http://evaluator.vitrue.com/ Export to evaluate daily stream impressions
- 9. Yes. Transactions (sales) matter.