Comments on: Your Customers STILL Don’t Care About Your Social Media Strategy – But They Do Love a Bargain

By: Netmedia Blog : We Know IT – 4 videos infallibles para convencer a su jefe de invertir en medios electrónicos y redes sociales

Thu, 19 Nov 2009 17:55:19 +0000

[...] media ROI can be entertainment (nevillehobson.com) The Basics of Social Media ROI (futurelab.net) Your Customers STILL Don’t Care About Your Social Media Strategy – But They Do Love a Bargain (siliconangle.net) Is Social Media ROI Unmeasurable? (mt-soft.com.ar) November 10th #Socialmedia [...]

By: Chris Selland

Chris Selland — Wed, 18 Nov 2009 20:59:04 +0000

Great comments – thanks all. As a few of you (John, Paul, Aaron) have said, it’s not that having a Social Media strategy is a bad thing. It just needs to connect to something beyond ‘attention’.

It’s impossible to connect ALL of the dots, but one way or another, Social Media advocates need to find a way to connect their strategies to revenue. If they don’t, they shouldn’t complain when their employers & clients are less than enthusiastic about funding them.

By: Aaron Savage

Aaron Savage — Tue, 17 Nov 2009 19:14:16 +0000

Interesting article. I do think that social media is useful but it needs to be seen in the context of an overall digital marketing strategy, and that is where I think your point stands up very well. Most people who talk about strategies (whether social media or otherwise) are simply looking at tactics to grab people's attention. It is a few steps further down the line before that becomes cash in, but it is the first step and an important one in the journey so I wouldn't discredit it completely. I also wouldn’t hold it up as anything more than the first step either. My big issue with most digital marketing agencies is that they focus on tactics and don't see ROI in tangible terms, which is why I formed my own interactive marketing agency this time last year. It is my assertion that digital, across the various channels, is capable of delivering a strategy that begins with first contact and leads a customer through to regular and repeat purchase and that is where we should be focusing our attention. The big picture starts with a crowd that has never heard of your client and leads them through to cash in the client's bank account. The various sides of this argument are currently being had all over the web at the moment. There is one looking at how agencies need to develop of Forrester blogs and we posted our own blog post about digital marketing strategy needing to grow up earlier today. I think that everyone is going to end up in the same place and realise that digital marketing isn’t about tactical disciplines like search, web design, email, social media, display ads and analytics. It is about providing a mechanism that enables customers to purchase and leads them through that journey online.

By: 4 videos infallibles para convencer a su jefe de invertir en medios electrónicos y redes sociales | Viralogía

Tue, 17 Nov 2009 13:53:04 +0000

[...] Your Customers STILL Don’t Care About Your Social Media Strategy – But They Do Love a Ba… (siliconangle.net) [...]

By: Take A Breath and Be Human | Kyle Lacy, Social Media - Indianapolis

Take A Breath and Be Human | Kyle Lacy, Social Media - Indianapolis — Tue, 17 Nov 2009 12:29:17 +0000

[...] Your Customers STILL Don’t Care About Your Social Media Strategy – But They Do Love a Ba… (siliconangle.net) [...]

By: Paul Gillin

Paul Gillin — Mon, 16 Nov 2009 18:49:37 +0000

Great post, Chris. While I supposed I’m one of those consultants who is occasionally guilty of cheerleading, I also believe that ANY business strategy must start with the final goal and work back from there. In many cases, the same metrics that apply to traditional marketing and PR work just as well in new channels, but the metrics and tactics are different. People are smitten with these new tools and will quickly hit Gartner’s famous “trough of disillusionment” if they don’t prepare themselves for the reality that marketing is hard and getting harder.

By: Jeff Schwartz, disrupter@large

Jeff Schwartz, disrupter@large — Mon, 16 Nov 2009 18:40:35 +0000

plus ça change, plus c’est la même chose ‘member web 0.1 when companies poured unaccountable $$ into plain old websites with no perceptible ROI? And then the bubble burst…

By: John Furrier

John Furrier — Mon, 16 Nov 2009 18:11:30 +0000

As you know my opinion’s Chris – we are so on the same page here. Most social media strategies are cheerleaders because the initiatives are all based in “mentions” ROI – that is an old PR metric like clippings. So most optimize on the wrong metric.

As I’ve been saying for sometime the new user behavior online where social media is relevent is:
Three core elements: 1) attention .. 2) discovery … and 3) action

Most are only doing attention nothing else.