Who Needs Customers When You Have Fans

Who Needs Customers When You Have Fans
Image by Intersection Consulting <a href="http://www.intersectionconsulting.com" rel="nofollow">www.intersectionconsulting.com</a>This visual was inspired by a tweet from marketing cartoonist extraordinaire Tom Fishburne It’s pretty easy to get caught up in the numbers game. Increases in the number of fans, friends or followers are easy to measure but they might merely be hinting at success. A few thoughts when it comes to measuring fans, friends or followers: * Measure active fans vs. totals. What percentage are active? Establish a baseline so you can gauge growth. * Define which fan activities are important and how they connect back to business objectives. Social media engagement connected to sales funnel activity might be the ultimate example – but other less linear ROI engagement can also be important. For example, understanding the value of awareness building activities like retweets, mentions, shared content, etc. * Set objectives around fan activity and experiment (and A/B test) tactics, content, etc. to see if any patterns develop. * Bridge online/offline – Try to Connect social media fan activity with measurable in-store behaviour

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