A McKinsey survey found that only 15% of marketers could quantitatively prove the impact of social media on their business. While social media spending continues to rise, measuring its effect remains a challenge. Studies show that engaged Facebook fans were 20 times more likely to purchase products than non-engaged fans. Marketers need to understand how to move customers through the sales funnel from awareness to consideration to purchase using engagement tactics on social media. Data and optimizing the customer experience across channels is key to measuring results.

1. cONNECT
TO SELL
E.Life Group

2. McKinsey’s
CMOSURVEY
When McKinsey’s CMO Survey asked
marketers how they show the impact of
social media on their business, only 15%
cited they have been able to prove the
impact quantitatively. This low percentage
is not completely surprising given that social
media is a recent innovation that companies
are quickly trying to understand and direct
to the most profitable ends.
15%
85%
Can prove the impact Can't prove the impact
Source:McKinsey’s CMOSurvey 2015

3. SPENDING ON SOCIAL MEDIA
CONTINUES TO SOAR, BUT
MEASURING ITS IMPACT
REMAINS A CHALLENGE FOR
MOST COMPANIES.

4. DO DIGITAL ENGAGED
CUSTOMERS MEAN BUSINESS?

5. FACEBOOK ENGAGED FANS
WERE 20 TIMES MORE LIKELY
TO BUY.
Source:Alchemy Social, 2012

6. USERS WHO FOLLOW
FACEBOOK PAGES BUT DIDN’T
INTERACT WITH THEM WERE
4 TIMES MORE LIKELY TO BUY.
Source:Alchemy Social, 2012

7. WHATDOESTHATMEAN?Part of your fan base can be regular shoppers, but the more you connect to them, the more they impact
your business.

8. That’s
NOTNEW
If you take a look at the typical sales funnel,
you’ll that’s not new. To move from
awareness to consideration you need
engagement.
AWARENESS
CONSIDERATION
CONVERSION
Reach
Engagment
Decision

9. THE
TOOLS

11. • CONTENT
• NATIVE ADS
• PROGRAMMATIC MEDIA
• INFLUENCE

12. • CONTENT
• NATIVE ADS
• PROGRAMMATIC MEDIA
• INFLUENCE
• CREATIVITY
• DATA
• CONSUMER CENTERED
MONITORING

13. • CONTENT
• NATIVE ADS
• PROGRAMMATIC MEDIA
• INFLUENCE
• CREATIVITY
• DATA
• CONSUMER CENTERED
MONITORING
• SITE VISITS
• POS VISITS
• ACQUISITION
• BUY

14. • CONTENT
• NATIVE ADS
• PROGRAMMATIC MEDIA
• INFLUENCE
• CREATIVITY
• DATA
• CONSUMER CENTERED
MONITORING
• SITE VISITS
• POS VISITS
• ACQUISITION
• BUY
• BUZZ
• SCRM

15. THE
PATH

16. UNDERSTANDYOURSALESFUNNELWhat motivates your shoppers to move from digital content to checkout?

17. OPTIMIZEYOURCONVERSIONPATHHelp people to help your business.

18. PROGRAMMATIC MEDIA IS A
GREAT WAY TO GENERATE
FLOW ADVERTISING.

19. Optimize your
ConverSionpath
Sees the new
car ad on TV
Starts to
search about
the car
Starts to
search prices
Decides to
wait and
maybe travel
this month
Searches car
features and
price again
Buys the car
Media about
features on sites
about cars
Media about
POS on news
portal/Facebook
Media about
offer on travel
sites
Programmatic media based on individual needs
and not media channel profile.

20. KNOWCONTENTCONVERSIONProvide stories to create a relationship with customers.

21. NURTUREDIGITALLEADAnd do that differently, probably one by one.

22. The 4Ps
REVISITED

23. MEASUREYOURRESULTSThere is often a disconnection between goals and metrics.

24. WITHOUT DATA, YOU’RE JUST
A PERSON WITH AN OPINION.
W. EDWARDS DEMING

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