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Rethinking Social Relationships and Business Growth

By Sam Fiorella | Social Enterprise | 0 comment | 11 October, 2011 | 0

In preparation for the last event on the Social Media Masters 2011 Tour (Kansas City, Oct 21st 2011),  discussion leader Shelly Kramer, CEO of V3 Integrated Marketing has me thinking about social media and sales.  It’s my opinion that many organizations fail to leverage the power of “social” because they equate it to marketing and relationship building.

Certainly engaging through social media channels does market your business and does build stronger customer relationships but they must be a means to an end, not the end goal. Social marketing must support the entire customer lifecycle, which goes beyond marketing. Social relationships without the intent and strategy to drive sales will only result in an empty business wallet. Understanding how to connect the dots from engagement to sales is step one.

Social Media = Dialogue.
Creating a social ecosystem that connects your employees to the business’ audiences as well as connecting the customers with each other, is step one in a social lead generation effort. Lead Generation through social media channels does not end at “dialogue”. It starts there.
Dialogue = Data.
Customer lifecycle monitoring, scoring and analysis allows the marketing team to data mine the social dialogue between the business’s silos and their customers, which can set benchmarks, monitor trend currents and predict future needs.
Data = Knowledge.
The results of advanced customer lifecycle social analysis creates a knowledge center from which all the business’ silos can build better products, branding strategies, key messaging and sales tactics that have a higher response rate that those based on traditional market research programs.
Knowledge = Sales.
This “social knowledge” is what creates the new marketing intelligence, which enhances prospect nurturing programs, sales force automation processes and increases the likelihood of conversions.
A business can only prosper through sale and profit and so marketers must realign their social media engagement planning to shift from building relationship to closing sales.

Please join the #bizforum weekly Twitter debate: Wed October 12th, 2011 from 8 to 9 PM Eastern where we will debate: Relationship Building and Business Growth. Follow along on TweetChat or your favorite Twitter App.   Add your thoughts below – they will help shape the debate!
Sam Fiorella
Feed Your Community, Not Your Ego
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#bizforum, Corporate Social Planning, Demand Generation, Sales & Marketing, social media

Sam Fiorella

Sam Fiorella is a Partner here at Sensei Marketing, a consulting and technology firm focused on aiding global companies grow their business value through improved customer experiences. Professionally, Sam has also co-authored: Influence Marketing: How To Create, Manage and Measure Brand Advocates and is a Professor of Marketing at Seneca College and an Adjunct Professor at Rutgers Center for Management Development. Sam is also the co-founder of YellowIsForHello, a not-for-profit corporation that seeks to decrease the rate of suicide among students through peer-to-peer connections.

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