Marketing and Customer Service
Here are my thoughts and ideas about the first 46 pages in the book, “Social Media Marketing: An Hour A Day” by Dave Evans.
People participate in conversations that interest them.
Citizen journalism at NowPublic; their blog
The content of this article on ROI of social media shows SM can work if done right
Do you ever leave a review of a product or a service on a blog or forum?
Where do you get information about products / services you are interested in purchasing?
I’m trying to figure out what Dave Evans means by “talk-worthy events.”
I think this is powerful: Dave Evans states that each one of us is emerging as a “source of content used to inform a purchase decision.”
I almost always read book and movie reviews to make a purchase / viewing decision.
Advertising that interrupts is unwelcome, thus pop-up ad blockers and Do Not Call registries and similar control options are now available and widely used. Advertising within conversations offers the best chance of information about a product / service being delivered to the right people – individuals who are looking for or sharing reviews, good and bad. By using traditional advertising AND social media (conversations), sales of good products / services will benefit. Will advertisers need to spend less on traditional advertising? Think Amazon and their free-shipping policy.
If you can trust the source of information – a consumer who has used the product / service – then word-of-mouth via social media becomes an important venue for advertising. These conversations can be tracked to show ROI (BlogPulse, Nielsen, BuzzMetrics p. 29). Transparency is important. No one likes to be duped. Don’t pretend to be a consumer when you are really the advertiser. Disclosure p. 25.
Members create the content, per Evans p. 19. Think of YouTube.
Communities grow through networking. Sally, who has 50 online friends, tells Sarah, who has a different set of 50 online friends, about a product/service. One of Sarah’s online friends shares this information with her network of friends. Each time this information is shared, the network it reaches grows and grows. LinkedIn.com p.27. Influence p. 36.
As a college student, my professors would not accept anything from Wikipedia as a source for research papers. (Fall 2007 to present)
I agree with the updated version of the purchase funnel. It is important to add social feedback to the cycle. p. 40-41.
I highlighted important sections in the first 46 pages, but I actually wrote in the book on p. 43. Marketing and customer service must come together.
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