May 10, 2013: Didit’s Kevin Lee recently attended the second annual Goldman Sachs Social Media Forum. Among the speakers was Coca-Cola’s Wendy Clark, who weighed in on the issue of how highly engaged social media participants can shift to higher consumption patterns.
Kevin wrote up his notes for eConsultancy.com. He quotes Clark as saying that”not only are Facebook fans twice as likely to consume and ten times as likely to purchase, but when those fans are activated and marketing efforts are put towards them, the sales needle can be moved significantly. Consumption rose by 7%, and purchases rose by 10%t off of the already higher baseline.”
Kevin writes: “Other major marketers I spoke with had varied thoughts regarding the ease by which social media disconnects could be measured, with some preferring to use sentiment analysis and other ways to monitor complaints rather than focus on disconnects (the final straw). Alexandra Wheeler, vice president of global digital marketing at Starbucks, spoke at the AdAge Digital Summit, and we chatted after her session. Her words of wisdom regarding social media KPIs focused on engagement. She indicated that she far prefers highly engaged and authentic social media followers to larger numbers of less motivated fans and followers.”
Read complete article on eConsultancy.com
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