• http://www.zoeyjordanwrites.com Zoey Jordan

    Your strategy is intriguing, and your graphics really help make your point. I use the bare basics of social media (primarily Twitter and FaceBook) but haven’t really been promoting a revenue based product as much as I’ve been using social media tools to connect with interesting people, and learn the landscape. Thank you for starting the conversation and sharing your insights.

  • http://budurl.com/squaredroot Steve Golab

    I really like how you have sorted it all out for the laymen like me. That is a really awesome before-after diagram. Would you mind if I share it with others?

  • http://conversionscientist.com/ The Conversion Scientist

    Steve,

    Please feel free to use the graphics, but be sure to reference Dave’s book, from whom I stole the basic funnel (pp 41-42).

    Brian

  • http://conversionscientist.com/ The Conversion Scientist

    Zoey,

    Thanks for the comment. In my day job, I recommend specific strategies for Web marketing, but have been reluctant to offer social strategies. I’ve learned a lot from collaborating with Dave Evans. Now I have the start of a framework in which to recommend specific social strategies for specific goals.

    –Brian

  • http://www.mcgrawmarketing.com patmcgraw

    Brian,

    You are definitely asking the right questions – it’s not about traffic or prospects, it’s about engaging people.

    But I am not sure I get the diagrams – are you suggesting that [ex] video is most appropriate for purchase, and social bookmarking is more appropriate for awareness?

  • http://conversionscientist.com/ The Conversion Scientist

    Pat,

    Your question about the placement of social strategies in the diagram is a good one. They are really littered about with regard to the drawing I did in the post. Each business will apply different social strategies to different parts of the funnel based on what their audience wants and what they have the resources to support. So, using video to increase usage is just one application of video in the post-purchase part of the funnel. PLUS, video can still be used as a raw traffic generator.

    The key difference is that we are applying social strategies to more specific goals, and that focus, in my experience, will make them more effective.

    –Brian

  • Matt Hammond

    Broken image at the bottom of the post.

    • http://conversionscientist.com Brian Massey

      Fixed! Thanks, Matt.