Digital Influence Mapping Project: B2B (or B2C) Using Social Med. When I think of how many B2B organizations are using social media, you can group those uses into essentially five buckets.
Before I could get to that in detail, I felt I needed to clarify and share a view on a revised sales/advocacy funnel. The Funnel Lives! Despite rumours regarding its death, the sales or advocacy funnel remains very much alive. It still serves as a logical way to organize your planning as far as it goes. What do you want people to do or know? Awareness + Evaluation = Relevant Awareness One suggestion - let's collapse the funnel one layer for the sake of social media marketing. Because we can identify relevant conversations online, we know where to reach a more qualified participant (audience, customer, consumer - all the names don't do justice to the multiple roles we have all become).
Let's call it "Relevant Awareness" - combining awareness and evaluation, the top two layers of the funnel. A lot of folks have tried to re-mix the funnel. What Social Media Can and Can't Do for You - ClickZ. Bryan Eisenberg | July 17, 2009 | 2 Comments inShare5 Social media isn't everything people are hoping it will be, yet.
Still, there's value in being a part of the online 2.0 conversation. Unless you've been living under a rock, you don't need me to tell you that social media has legs. And it's getting leggier by the minute. Many companies don't fully understand what to do with social media. Most of us are somewhere in between. Social media is at its best when used as a tool to listen and interact with buyers in the early-to-middle stages of their buying cycle. What It Can Do Relationship building, goodwill, and improved customer service are what social media can do for you. Help your company communicate with early- and middle-stage buyers more effectively and push them closer to a sale.
What It Can't Do If you think putting up a Twitter account or a Facebook fan page will build huge gobs of closable traffic overnight, you're kidding yourself. More on Buying Stages Where's the Value for You? Digital Influence Mapping Project: 6 Directions on Social Media. There are lots of interesting efforts to make sense of Social Media Marketing which I often refer to as Word of Mouth Marketing since that is the outcome of most social media-based efforts.
We are somewhere in the second third of our journey towards meaningful, shared measurement. We are in that part where we wrestle with credible yet cimbersome models and pine fo rthe simplicity that came before. Don't we all wish we had "reach and frequency" goals? Doesn't it seem like social media marketing is being held to ahigher standard than the disciplines that came before?
Recently, I have been drawn into or tracking at least 6 different efforts to make sense of soaicl media marketing measurement. IAB Social Media Measurement The IAB recently releasedtheir social media metrics guidelines. "Ad campaigns can target a single blog or multiple blogs by category using traditionalinteractive reach and audience metrics. Their general social media metrics are nothing new.
Our model is open.