Communications, Conversational Marketing, Customer Support, Facebook, Inbound Marketing, Lead Generation, Loyalty, Social Media, Social Networking, Twitter
3 More ROIs in Social Media – Conversations Leads and Advocates
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Great article Paul. I never considered lead generation in that sense of finding them in conversation, but I definitely will start to do so now. 🙂
@Robert – yes there is surely gold in those conversations!
Great article – however some of these are Non-Financial Metrics – It’s important to remember that ROI to your CFO means – how much revenue is social media bringing in… this is much more difficult to track 🙂
Ok fair enough – Lead and Advocates are more direct ROIs but I can see how you would say Conversations is more indirect of an ROI
Bang on Paul. Measurement abounds, we have so many more immediate measurement now than the direct marketers of the past just in web technology. Toll free DID’s,clicktocall,Google Analytics and they are free. We just have to be creative to drive the visitor to a measurable action. And we have to make sure people understand thatROI anywhere involves measurement metrics.
Thanks Rob and thanks for commenting!
Great article Paul; very informative!
thanks for the comment Jayme!
Agree with Danny. Problem of Marketing has been that CFOs do not understand clicks and conversations. The truth is in the funnel and this is where we need to link to if we talk ROI. One option would be to tag these conversations when forwarding to normal follow-up process – if appropriate – via Telemarketing.
@Lutz – good point – it only counts if you can get it into the pipeline = the truth about conversations is that it will take a longer time to get to the funnel. As you suggest you can assign a comment to someone in the org to follow up on and then graduate that to the funnel if they find an opportunity. Would be great if there was some software that could help with the tracking process!