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Scoop.it!
Slides taken from Toby Desforges "Decoding The Path To Purchase" workshop at the Path To Purchase Summit in Sydney, February 24th 2012 
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Scoop.it!
![Don't Follow GoofyStupid Or Truly Clueless On Social Media ROI [Marty Note] | Curation Revolution | Scoop.it](https://img.scoop.it/GCIRQmeFdXYsG9ZxbmNetDl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Marty Note "Contrary to popular belief, it doesn't look like social networks do a whole lot to drive sales, according to a recent report by Sucharita Mulpuru at Forrester Research. Less than 1 percent of the online transactions she tracked could be traced to a social media post, Mulpuru told us. With those kind of numbers, it seems like a waste to invest in selling products via social media." The GoofyStupids No matter how good your quants are they aren't inside Google and if they get inside Google they won't live long enough to tell that story, so turn off your social this Christmas and report back. Here are a few metrics you want to be sure to watch: * Conversion Rate. Turn social off and I predict uniques soften. Repeat visits may decline too. Repeat goes down because the traffic net is smaller so some erosion across the base could happen. Repeat is about how many people love your website enough to come back. Since repeat visits is a ratio it could stay constant even as traffic weakens. Bet Forrester didn't think about the impct of those little counters in their study :). I used to be an Ecommerce Director and there is NOTHING more powerful than social signals to increase conversion (video runs a close 2nd). Here are examples of social signals that help e-commerce conversion: * The number of Likes and Shares, from whom and how fast they trend. So let's think about a typical and important ecommerce action. A user comes on your site and writes a review. Since there are no social signals, no Tweets or Likes, they leave and DON'T SHARE their review with anyone. Tell me Forrester How did you calculate the lost sales? A: Forrester didn't and couldn't. Forrester looked at a multi-dimensional problem with linear one way glasses. Internet marketing is highly relevant and I mean that in a E=MC2 way. Since modeling actions NOT taken for reasons Forrester clearly doesn't understand is impossible, the Forrester SMM ROI study is clueless.
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"Everywhere Marketing"
I'm not going to pay Forrester the $500 they want for their Fragmented Path To Purchase Demands Everywhere Marketing report, but I bet I can guess what it says.
When I was a Director of Ecommerce 2 years ago it drove me crazy that customers would leave our shopping cart looking for deals on RetailMeNot.com. The solution was to reduce the friction and make it easy to find our coupons on our website.
Life was QUIET then compared to now. Social shopping is great when it is working in your favor, when friends and friends of friends are acting as a Greek Chorus and helping you move visitors into customers.
The shifting sands of social media and real time marketing (see Expion panel from 2 days ago: http://sco.lt/68DJj7 for more on real time marketing) mean your brands are only as strong as their weakest point.
What Forrester calls "everywhere marketing" I think of as "Tapestry Marketing" - the idea that the more tapestry you weave the more fish you catch (to mix a metaphor). The elements of Internet marketing play best TOGETHER so you are only as strong as your weakest link and your brand, messaging and campaigns need to be everywhere.
Here's the rub, YOU can't get anything everywhere. The only way to achieve the spread you need, something marketing teams used to just BUY, is to create advocacy, to have a supportive tribe willing to carry your message across their social nets.
The even trickier part is you can't pay for true advocacy. Advocacy, for all but the 30% of mercenaries you can buy, is an issue of intrinsic not extrinsic motivation. Your tribe will help you because they LOVE you and are willing to sacrifice to help.
Wow, if that felt like your marketing just got CHANGED you are getting the idea. No matter WHAT you sell from the dry cleaner on the corner to an Internet only B2C play generating millions you depend on the kindness of strangers (http://scenttrail.blogspot.com/2013/03/the-kindness-of-strangers-and-new.html ).
This slide deck provides good "everywhere marketing" supporting facts. If you can't sell social media to your C level, drop back and see if you can pass Everywhere Marketing by them.