Measure the value of the resulting conversations and relationships qualitatively not on moment-in-time transactions, such as traffic hits or you may find yourselves employing much less effective social media tactics for the sake of measurability.
Tuesday, 17 February 2009
Most Effective Social Media Tactics
Social media is difficult to measure quantitatively so hard to calculate ROI which acts a a barrier to adoption. However, the value of qualitative factors to gauge effectiveness should not be ignored.
Measure the value of the resulting conversations and relationships qualitatively not on moment-in-time transactions, such as traffic hits or you may find yourselves employing much less effective social media tactics for the sake of measurability.
Measure the value of the resulting conversations and relationships qualitatively not on moment-in-time transactions, such as traffic hits or you may find yourselves employing much less effective social media tactics for the sake of measurability.
Thursday, 5 February 2009
Product tours and overviews
Pictures, video and interactive elements can explain complex products much more effectively than text.
- Format
Video, Flash animation, or slides with audio are ways to provide an overview of the customer experience.
- Content
Use voice-overs, images and text that walk prospects through the basics of your service model, concentrating on:o Approach or methodologyo Significant steps and stages of the customer/service provider experienceo Qualifications of company expertso Unique benefits or services offeredo Customer testimonials
- Call to action
Prompt prospects to take the next step to learn more, such as:o Offering a white paper or other piece of marketing collateral to downloado Providing contact information to ask additional questionso Highlighting links to additional sections of your website for more information
- Format
Video, Flash animation, or slides with audio are ways to provide an overview of the customer experience.
- Content
Use voice-overs, images and text that walk prospects through the basics of your service model, concentrating on:o Approach or methodologyo Significant steps and stages of the customer/service provider experienceo Qualifications of company expertso Unique benefits or services offeredo Customer testimonials
- Call to action
Prompt prospects to take the next step to learn more, such as:o Offering a white paper or other piece of marketing collateral to downloado Providing contact information to ask additional questionso Highlighting links to additional sections of your website for more information
White papers can work for any stage of the buying cycle
Different specific subjects or concerns arise at different stages of the buying cycle so it's important to have a different white papers to address them. You should also target your white papers to different members of the decision making unit, who tend to be engaged at different stages of the cycle.
- Awareness stage - addresses major concerns of end users of your product or service; they tend to be highly engaged in the beginning of the buying process e.g. provide research or insights into a broad industry trend or your prospects’ operational challenge which your product or service helps manage.
- Research and negotiation stage - answers questions for influencers on the buying committee, such as IT personnel who install or manage new software e.g. overview of the implementation process of the specific technology with existing enterprise systems.
- Purchase stage - speaks to the economic decision makers e.g. outline cost savings, efficiency improvements or increased revenue customers have experienced.
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