By: John McIndoe
With the increasing presence of social media and online promotions, marketing budgets are seeing a transfer of funds from traditional to digital. However, it is important for these funds to be spent strategically. Analytics can now help measure the impact of online marketing efforts to ensure marketing dollars are not being wasted.
Detailing this subject, our very own Phil Ripperger, vice president of New Media Solutions for SymphonyIRI, will be co-hosting “The Roadmap from Social Listening to Integrated Social Intelligence” webinar with Elizabeth Morgan, Visible Technology’s SVP of Business Development and Zach Hofer-Shall, Forrester Research analyst.
Elizabeth Morgan notes, “With today’s social commerce boom it’s even more critical to help businesses monitor and analyze the success of their social media efforts. During the webinar, I’ll discuss how businesses can use social media in conjunction with CRM efforts to ultimately add to their bottom line.”
As most companies which have employed social media strategies can attest, going beyond a collection of “likes” or followers is key, but can be complicated. A follower base is important, but how many actually act on their “like” and purchase your product? A high number of followers can reflect a positive brand perception, but for sales, the old adage “quality over quantity” rings true.
To address this challenge, SymphonyIRI’s New Media Solutions group identifies select “high opportunity” customers and their profiles, so retailers and manufacturers can connect with them on a more personal level and activate a sale. This is done by engaging customers in one-on-one dialogue and tailoring content that speaks to shoppers’ specific strategies, behaviors and needs.
Phil Ripperger adds, “SymphonyIRI works with media partners to build and optimize digital campaigns for CPG marketers. We then analyze data results from ‘test’ and ‘control’ groups to show the campaign’s impact on sales and its effect on competitors. The impact of buzz, whether positive or negative, can now be quantified, and used to measure campaign success or failure.”
Please sign up to join us on Thursday Dec. 1 at 12:30 p.m. CT for “The Roadmap from Social Listening to Integrated Social Intelligence” webinar.
Tags: cpg, CRM, Digital Media, Elizabeth Morgan, Facebook, Forrester Research, Groupon, John McIndoe, LivingSocial, manufacturers, New Media Solutions, Phil Ripperger, Retailers, social commerce, Social Media, Twitter, Visible Technology, Woot!, Zach Hofer-Shall
3 Responses for "So, your brand’s on Facebook. Now what?"
What a fascinating and timely subject. Many brands and online retailers have jumped on the social media bandwagon and created a Facebook page. They take the next step to put the Facebook link in their emails and on their website but they stop there. What’s the next step? You’ve got to keep the consumer’s attention.
I definitely see the tred growing with a large number of brands hoping that I’ll “like” them on FB and exposure through Groupon. What I like about Groupon (and similar) is the action that’s attached to it. A retailer or business that gets a response does so in real dollars not “likes” or something else abstract. I’m not suggesting that a positive perception on Facebook is a bad thing, its just not the same as revenue.
How does a brand like Tide or Pepsi go from “likes” on FB to some kind of activation — e.g. a purchase of their product from a local retailer? That’s the $64 question.
Another thing I’ve seen lately is negative PR via the web. The internet has made it relatve cheap ad easy to disiminate information to a consumer and just as cheap easy for an unhappy consumer to post something unflatering. Retailers and manufacturers need a strategy to deal with this too.
This is definitely an interesting topic and one that I think more companies need to be passionate about. Does anyone know if there is a link to this webinar to be able to watch it still? I’d really like to hear what it was all about!
Leave a reply