PUT ARINGON IT

@adriandparker

Moving Beyond Social Engagement

In a perfect business world all

relationships would fit into a

sales funnel

In a perfect business world all

relationships would fit into a

sales funnel

What if my marriage was a sales funnel?

April 2007

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy @adriandparker

Identified contact at Ovation Jazz Club in Fort Worth, Texas

August 2007 – November 2008

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy @adriandparker

Qualified lead into prospect through series of light weight interactions

November 2008

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy

Prospect converted into high potential opportunity with start of trial period

@adriandparker

November 2008

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy @adriandparker

Initial product demo

January 2009

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy @adriandparker

Consideration continued with significant funnel milestones achieved

July 2009

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy @adriandparker

Desire for purchase intent continued to peak through various engagements

February 2010

Awareness

Interest

EvaluationCommitmentLoyalty

Advocacy @adriandparker

Successful conversion via verbal commitment: end of acquisition campaign

October 2010

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy @adriandparker

Contract executed

March 2013

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy @adriandparker

Renewal campaigns successful:Creating ambassadors

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy

How do you measure the ROI of each activity?

Pre-purchase

Post-purchase

@adriandparker

Pre-purchase

Post-purchase

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy

Option 1: Last Touch Attribution Model ROI %

0%

0%

100%

0%

0%

0%

@adriandparker

Pre-purchase

Post-purchase

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy

Option 2: First Touch Attribution Model ROI %100%

0%

0%

0%

0%

0%

@adriandparker

Pre-purchase

Post-purchase

Awareness

Interest

Evaluation

Commitment

Loyalty

Advocacy

Option 3: Multi-Touch Attribution Model ROI %33.3%

33.3%

33.3%

0%

0%

0%

@adriandparker

Social Commerce ChallengeLast Touch First Touch Multi-Touch

Awareness

Pre-Purchase

Post-Purchase

Awareness

Pre-Purchase

Post-Purchase

Awareness

Pre-Purchase

Post-Purchase

Standard attribution models discount value of social and post-purchase interactions @adriandparker

How do we translate subjective social interactions into objective business outcomes?

Social Commerce Challenge

@adriandparker

4 Ways To Put A Ring On ItRelationship

ToolsBusiness Tools

SystemsEnhanced CRM & Tracking Tools

MemoriesCelebrations & Milestones

1

SEE

2ListeningSpousal Feedback

FeedbackSurveys, Net Promoter

SAY

3 ResearchMarketing Mix Modeling, CBA

ObservationsPeer Observation & Testimonials

DO

4 RecommendationsRatings, Reviews & Referrals

TrustPartner Collaboration

BELIEVE

“Care and Converse”

“Care and Convert”@adriandparker

THANKS

@adriandparker

Will you marry me?