The document discusses how social interactions and relationships do not always fit neatly into traditional sales funnel models. It explores using different attribution models like last touch, first touch, and multi-touch to measure ROI from various activities like awareness, interest, evaluation, commitment, loyalty, and advocacy. However, it notes standard models may discount the value of social interactions and post-purchase behaviors. The document then proposes four ways to translate subjective social interactions into objective business outcomes through using relationship tools that focus on things like memories, listening, observations, and trust paired with complementary business tools focused on systems, feedback, research, and recommendations.

1. Moving Beyond Social Engagement
PUT A
RING
ON IT
@adriandparker

2. In a perfect business
world all relationships
would fit into a
sales
funnel

3. In a perfect business
world all relationships
would fit into a
sales
funnel
What if my marriage
was a sales funnel?

4. April 2007
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

5. August 2007 – November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

6. November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

7. November 2008
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

8. January 2009
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

9. July 2009
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

10. February 2010
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

11. October 2010
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

12. March 2013
Awareness
Interest
Evaluation
Commitment
Loyalty
Advocacy @adriandparker

13. How do you measure the ROI of each activity?
Awareness
Interest
Pre-purchase
Evaluation
Post-purchase
Commitment
Loyalty
Advocacy
@adriandparker

14. Option 1: Last Touch Attribution Model ROI %
0% Awareness
0% Interest
100% Evaluation
Pre-purchase
Post-purchase
0% Commitment
0% Loyalty
0% Advocacy
@adriandparker

15. Option 2: First Touch Attribution Model ROI %
100% Awareness
0% Interest
0% Evaluation
Pre-purchase
Post-purchase
0% Commitment
0% Loyalty
0% Advocacy
@adriandparker

16. Option 3: Multi-Touch Attribution Model ROI %
33.3% Awareness
33.3% Interest
33.3% Evaluation
Pre-purchase
Post-purchase
0% Commitment
0% Loyalty
0% Advocacy
@adriandparker

17. Social Commerce Challenge
Last Touch
Awarene Pre- Post-
ss Purchase Purchase
First Touch
Awarene Pre- Post-
ss Purchase Purchase
Multi-Touch
Awarene Pre- Post-
ss Purchase Purchase
Standard attribution models
discount value of social and
post-purchase interactions
@adriandparker

18. Social Commerce Challenge
How do we translate subjective
social interactions into objective
business outcomes?
@adriandparker

19. 4 Ways To Put A Ring On It
Relationship Tools Business Tools
Memories 1 Systems
Celebrations & Milestones SEE Enhanced CRM & Tracking Tools
Listening 2 Feedback
Spousal Feedback SAY Surveys, Net Promoter
Observations 3 Research
Peer Observation & Testimonials DO Marketing Mix Modeling, CBA
Trust 4 Recommendations
Partner Collaboration BELIEVE Ratings, Reviews & Referrals
“Care and Converse” “Care and Convert”
@adriandparker

20. THANKS
Will you marry me?
@adriandparker