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Put A Ring On It: Moving Beyond Social Engagement
The document discusses how social interactions and relationships do not always fit neatly into traditional sales funnel models. It explores using different attribution models like last touch, first touch, and multi-touch to measure ROI from various activities like awareness, interest, evaluation, commitment, loyalty, and advocacy. However, it notes standard models may discount the value of social interactions and post-purchase behaviors. The document then proposes four ways to translate subjective social interactions into objective business outcomes through using relationship tools that focus on things like memories, listening, observations, and trust paired with complementary business tools focused on systems, feedback, research, and recommendations.
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Put A Ring On It: Moving Beyond Social Engagement
- 1. Moving Beyond SocialEngagement PUT A RING ON IT @adriandparker
- 2. In a perfectbusiness world all relationships would fit into a sales funnel
- 3. In a perfectbusiness world all relationships would fit into a sales funnel What if my marriage was a sales funnel?
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- 5. August 2007 –November 2008 Awareness Interest Evaluation Commitment Loyalty Advocacy @adriandparker
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- 13. How do youmeasure the ROI of each activity? Awareness Interest Pre-purchase Evaluation Post-purchase Commitment Loyalty Advocacy @adriandparker
- 14. Option 1: LastTouch Attribution Model ROI % 0% Awareness 0% Interest 100% Evaluation Pre-purchase Post-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
- 15. Option 2: FirstTouch Attribution Model ROI % 100% Awareness 0% Interest 0% Evaluation Pre-purchase Post-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
- 16. Option 3: Multi-TouchAttribution Model ROI % 33.3% Awareness 33.3% Interest 33.3% Evaluation Pre-purchase Post-purchase 0% Commitment 0% Loyalty 0% Advocacy @adriandparker
- 17. Social Commerce Challenge LastTouch Awarene Pre- Post- ss Purchase Purchase First Touch Awarene Pre- Post- ss Purchase Purchase Multi-Touch Awarene Pre- Post- ss Purchase Purchase Standard attribution models discount value of social and post-purchase interactions @adriandparker
- 18. Social Commerce Challenge Howdo we translate subjective social interactions into objective business outcomes? @adriandparker
- 19. 4 Ways ToPut 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 Research Peer 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 youmarry me? @adriandparker