Content Marketing Institute

• http://www.jeffmolander.com Jeff Molander

  zzzz… more ‘do it because it’s quantitative’ noise.
  Why isn’t there a video that highlights the qualitative business outputs of social media?

• http://blog.junta42.com Joe Pulizzi

  Jeff…they are all over the place. I just talked with Paul Dunay at Avaya who got a $250,000 order by listening on Twitter – a total of a couple tweets. That’s just scratching the surface.

• faith dalton

  Joe, thanks for posting. I will definetly share with my folks.

• http://www.leawrites.com Lea Curtes-Swenson

  Great video – thanks for sharing, Joe! While this is great, I am also in need of results-oriented data for my doubting-Thomas clients… they want ROI measurements. Is anyone out there working on getting that info?

• http://blog.junta42.com Joe Pulizzi

  Hi Lea…I think ROI is overused because it’s different for everyone. Where Dell has used social media to land direct business, and Avaya as well (both well documented cases of sales growth through social), Comcast has used it to lower customer service costs and increase customer satisfaction. Social media ROI depends on the what the marketing goals are. Social media, in itself, does not have a specific goal independently outside of the marketing plan. I think that’s where most people run into trouble.

• http://www.jeffmolander.com Jeff Molander

  Hi, Joe…
  and thanks for mentioning Avaya. Is there a place where we can learn more about that case?
  What I’m commenting on here is the incessant use of “it’s big, it’s growing and it’s… really big…” as a business case (to invest in social media).
  My feeling is that Chief Officers need **anything but ** this kind of a video to build a case. Their skepticism is an under-appreciated asset by marketers who seem willing to follow anyone (ie. “social media gurus”) — even those who have a financial stake in the game.
  Thanks again,
  Jeff

• http://www.jeffmolander.com Jeff Molander

  Also, here’s my 2 minute video response to this post http://vimeo.com/11424809

• http://blog.junta42.com Joe Pulizzi

  Hi Jeff…good discussion. I’ll check out the video.
  Here is the details on Avaya’s social media sale through listening. http://www.socialmediaexaminer.com/it-pays-to-listen-avayas-250k-twitter-sale/
  I agree with you that “social media” is more gas than facts. Jeff Hayzlett from Kodak and I were talking to a workshop in LA today about this exact issue. Here was the point.
  - If your customers are hanging out somewhere, should you be there?
  If your business dictates that you don’t need to, then you don’t need a presence in social media. But if your customers are using social media, and more importantly, increasingly want to engage with you with social media or talk about you using social media sites, then what marketer in their right mind wouldn’t be there – at minimum to use these channels as listening posts.
  I talked to a CMO about six months ago about this – he said we have a website and an 800 number for our customers to contact us. I told him – the problem is, some customers want to contact you in different ways…and worse, they expect it.
  I don’t view social media as separate from marketing…I look at a marketing plan and how you can integrate social media tools to be more social.
  Thanks Jeff!