The Sales Funnel and Social Media, Part II

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This post addresses more concepts from this presentation.

When one enters a culture and behaves in ways that contradict norms and expectations, ostracization is a likely outcome. In order to gain influence, one’s conduct must reinforce the accepted and established culture of the group. Contributing value to the group results in a net gain in “social capital.”

In Internet social networks, social capital is earned through content. The linked presentation provides tools that businesses can employ to structure their success in a social media campaign:

Goals that align with the medium (and goals that do not)
An illustration of where social media fits in the marketing and sales process
Ratios and an approach that provide for self-promotion within the decidedly soft sell culture of social networks
A framework–the “CISCO” method–for guiding the creation of content
The two aspects of social marketing that are sublimated at the expense of the success of the effort
The three–okay, four–R’s of social media

The next few Swift Kicks will address the aspects listed above not addressed in earlier posts. We’ll also talk about advertising on social networks using yet another lesson I received from my 9-year-old.

To get a more complete story, follow Mike Hanbery’s speaking schedule and stay tuned for longer-format products.