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Impact of Social Data on the Marketing Funnel

By Bill Piwonka | Posted on May 21, 2013

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social data webinar

As marketers, we’re all familiar with the notion of the marketing funnel – the idea that there is a roughly linear journey one takes from an unaware-of-your-product prospective customer through to loyal consumer, one willing to be an advocate and re-purchase your offerings. Our goals have always been to improve performance throughout – generating more awareness, consideration, conversion, loyalty and re-purchase – in order to drive shareholder returns.

But the rise of social media and an ever-connected consumer is fundamentally changing the way we need to think about this customer journey. Consumers, prospects, advocates and detractors are interacting with your products and your brand(s) at scale in ways previously not possible. With all the digital touchpoints available to a consumer, we have to consider the notion of a linear journey obsolete, and move to a different model – one that understands this “journey” will take a different course for each consumer as she moves back and forth and between the various stages. This model needs to exploit the availability of social data and consider the implications or signals this data is sending us to better deliver the right content at the right time to the right consumer.

As an example, let’s look at the awareness stage. What we’re looking for here is an indication that the consumer is aware of the brand and the product, and could be a likely target to ultimately make a purchase. We can get these clues through certain actions – has she received ad impressions, sponsored posts or tweets, clicked on offers, viewed content, shared or had content shared with her etc.? At the same time, we can get valuable insight by understanding who she is through her social profile data – her age, gender, location, likes, interests, friends, colleagues, etc. By combining our analysis of the sentiment – what is being said about our brand in the stream , and first person, declared data – who our prospects are, and how they compare to our existing customers, we can significantly improve our marketing efforts.

If you’re interested in learning more about this dynamic customer journey and the role of social data within it, I encourage you to register for our upcoming webinar: Goodbye Marketing Funnel: Using Social Data to Build Deeper Customers Relationships in which Susan Etlinger, Principle Analyst with Altimeter Group will dive much more deeply into this subject. She’ll share recommendations on how to more effectively use social data and give examples of companies doing this well today.

Register Now! Thursday, May 30 – 10AM PT / 1PM ET

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About the author

Bill Piwonka

Bill Piwonka

VP of Marketing

Even after 25 years in the trenches, Bill remains fascinated, curious and passionate about the art and science of marketing. He's convinced that most people think they know how to effectively market, but few really know how to do it. At Janrain, he finds himself at the intersection of technology, metrics, process and the art of marketing and following his bliss.

View all posts by Bill Piwonka