SOURCE: Awareness, Inc

Awareness, Inc

July 27, 2011 08:30 ET

New eBook From Awareness, Inc. Introduces 'Social Marketing Funnel' Framework to Generate Demand and Capture Customer Insights Earlier in the Buying Cycle

Identifies Scalable Approach to Social Media Marketing, Helping Marketers Strategically Allocate Resources and Derive Measurable Value

BURLINGTON, MA--(Marketwire - Jul 27, 2011) - A new eBook from Awareness, Inc., provider of on-demand social marketing management software (SMMS), establishes a framework to help marketers derive meaningful value from brand engagement in the social media realm through use of a "Social Marketing Funnel" approach.

In "The Social Marketing Funnel: Driving Business Value with Social Marketing" released today by Awareness, Inc., the company presents an insightful analysis of aggregate user data from its social media platform and draws on the experience of more than a dozen nationally and internationally recognized marketing experts such as David Meerman Scott, Paul Gillin, Erik Qualman, and Jason Falls, as well as representatives from social marketing's top-performing brands such as Major League Baseball, Demandware, Carlsberg and Starwood Hotels.

"There's no longer any question that social media marketing has reached a tipping point in terms of acceptance," observes Mike Lewis, vice president of marketing & sales at Awareness, Inc. "Yet meaningful strategies to measure progress and allocate resources have remained elusive. Our research revealed that leading experts and top-performing social media marketers are beginning to coalesce around a set of processes and metrics that guide their social marketing efforts. This eBook captures and organizes that insight into a practical, scalable framework."

"The Social Marketing Funnel: Driving Business Value with Social Marketing" advocates use of social media marketing to capture customer insights and demand sooner with a 'Social Marketing Funnel' that feeds the traditional marketing and sales funnel. The framework of processes and metrics identified in the eBook aims to help marketers build and manage the 'Social Marketing Funnel.' The eBook includes in-depth discussion and commentary on how to measure and grow social reach, monitor social conversations, manage social content, continually optimize search, and ways to measure and analyze social activity.

The eBook identifies, for example, the following metrics and offers instructive examples of how to use them in practice to drive value:

  • Social Reach Velocity: gauging a brand's ability to attract new social profiles across social media platforms over time.
  • Social Reach-to-Traditional Lead Ratio: measuring a brand's ability to move social profiles into your traditional marketing funnel.
  • Social Profile-to-Sales Ratio: tracking social profiles that turn into customers over time.
  • Content-to-Contact Ratio: understanding the impact of content on generating new contacts and inquiries.
  • Share of Social Conversations: measuring a brand's ability to dominate social conversations.

The eBook also reveals a number of best practices based on analysis of Awareness user data and interviews with leading experts and social media marketers. For example:

  • On average, companies generate one new contact for every four new pieces of content published. Best in class companies operated closer to 1:1 or below.
  • Top-performing companies have at least 13 Facebook Fan pages and 10+ Twitter accounts, allowing them to better target the needs of niche communities.
  • B2C brands lead social profile engagement, driving close to 40 comments per content published in social channels, followed by best-in-class B2B brands with an impressive 20+ comments per piece of content.

"The Social Marketing Funnel: Driving Business Value with Social Marketing" eBook is available as a complimentary download from Awareness, Inc. website

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About Awareness, Inc.
Awareness is the leading provider of enterprise-class, on-demand social marketing management software (SMMS) for marketers to publish and manage social content, engage with their audience and measure the effectiveness their social media activities across multiple social media channels. The Awareness Social Marketing Hub is built upon Awareness' expertise with some of the world's leading brands and marketing agencies including MLB, Sony Pictures, Comcast, Likeable Media, Associated Press, Cox Communications, Mindjumpers and American Cancer Society.

Backed by NorthBridge Venture Partners, Awareness is headquartered in Burlington, Massachusetts.

About The Awareness Social Marketing Hub
The Awareness Social Marketing Hub is built to address the challenges marketers face managing multiple social channels. The Social Marketing Hub is the first enterprise-class application for serious marketers who want to plan, implement and measure meaningful social media strategies across the organization.

Contact Information

  • Media Contact
    Mike Lewis
    Phone: 781-270-2410
    Email Contact
    Twitter: @awarenessinc & @bostonmike

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