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« Social Business in Atlanta: The Opening Gun Fired by Brent Leary | Main | Glass 4/5 Full: Life, Business and the Narcissism of Small Things »

January 24, 2012

Comments

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ResponsePoint: B2B Lead Generation

If you’re in a business-to-business marketplace using social media for B2B Lead Generation, following a blueprint established for a more socially prevalent business-to-consumer (B2C) company can be an expensive, time-consuming exercise in futility. The challenge you face is to develop a B2B social marketing strategy that is appropriate for your business. This article: http://www.responsepoint.com/topics/b2b-social-marketing-strategies/ can help clarify how to do that.

CRMJen

I love the way you break it down! The idea of ROI being two pronged (or evolutionary) is so dead on. The short sighted organization is :still: looking for the transaction (the immediate gratification. The more evolved organization understands this relationship with the consumer is like any other relationship. An evolution. And as with any relationship, as it deepens between the original parties - in this case, the organization with the customer - there may be a sharing of influencers.

The goal here is to connect with the (profitable) consumer in a way that extends your original relationship to now include other profitable customers as a result of the delight of your original transactor. Two things are key to this actually working: 1) that your organization can differentiate between a profitable customer and a non-profitable customer (and they do exist) and from there the organization can effectively incite the original (profitable) customer to promote. It ain't easy but a core of good ol' fashioned effective customer service and CRM goes a long long way here.

Thanks again for getting me excited about this special moment we're in - great for the customer and FABULOUS for the forward-thinking organizations.

Dan Wain

Paul,

I enjoyed the high points from this..Since we are discussing advocacy and customer referral value, I'm curious what your thoughts are for the nonprofit shop? A customer in this sense is either:

A) a donor to the organization who gives for altruistic or moral reasons
B) a donor to the organization who has been directly affected by the org. programs/services
C) a prospect who shows affinity to the org. but has never donated

I can foresee many customers in the nonprofit community having, ultimately, a very high CRV--as philanthropic tendencies with many smaller donors and 'prospects' include telling friends and other potential donors about the organization. We see many brand advocates in this sense, as volunteers are a huge function of nonprofit marketing and organization (literally).

Nonprofits could truely measure the power of their social messaging in this way. For events (walks, runs, athons) as well as for standard annual giving. My question to you is what metrics do you suggest analyzing once the 4 question set has been asked and answered?

Ed Shepherdson

Paul, excellent overview of the importance of Social Media CRV.

I agree 100% with your points about connecting the social media channel to your CRM system to that you can make measuring the ROI for social media. I would like to point out that if you do integrate your social media into your CRM system you can start to measure direct influence (peer to peer) however if you also use text analytics to generate themes from unstructured content of these interactions you can start to measure group influence by a number of like minded customers. The combination of these two influences could have a significant reach and impact on your business.

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