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Part II: Chapter 05 "The Social Feedback Cycle"

For the past fifty years media spending has been focused largely on awareness -- where it drives demand -- and point-of-sale -- affirming pending

purchases or shifting them to a competing brand. Under-utilized by too many marketers has been the consideration process through which consumers evaluate purchase options.

The consideration phase -- in the middle ofthe purchase funnel -- turns out to be the central link between the Social Web and Marketing. This

is the Operations connection of social media based marketing, where conversations between consumers based on experiences carry further and with
greater trust than traditional media.

Social Media - Chapter 5The Social Feedback Cycle and how social media intergrates into the classic purchase funnel.

The Main Points

  • Social media plays a significant role in marketing: The conversations that take place on the Social Web determine how easy -- or difficult -- your task in driving conversion will be.
  • The social feedback cycle is built on the post-purchase feedback and conversational loop that augments your traditional purchase funnel activities.
  • Consumer-generated media, and in particular photos, audio, and video that supplement text (blogs), are in mainstream use now, even if concentrated in the Millennial and Gen X segments.
  • The determined detractor is an individual who plays an important role in the evolution of markets but nonetheless will not (normally) be "won over" and therefore is generally best viewed as a participant with whom you will "respectfully agree to disagree." Your best response is to simply ensure that your story is also being told.
  • Your social feedback cycle, developed and maintained over time, is a key planning tool as you develop your social media plan.

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