I generally don’t read ‘marketing predictions for the new year’ type documents, but I did read the PDF put together by Valeria Maltoni at Conversation Agent. Shepulled together 12 different perspectives on Social Media/Marketing in 2009.

Frankly, some of them did not inspire me (no sense naming names and making enemies), but I was incredibly impressed by a few.

One  was by Olivier Blanchard

The metrics that he suggested for analyzing the impact of social media made a lot of sense to me.

He boiled it down to

1. Frequency and Feedback
   • Frequency of Touches
   • Frequency of Transactions
2. Reach
   • Breadth-how many net new customers?
   • Depth-do your current customers buy more of your product portfolio?
3. Yield
   • Does the average dollar/transaction increase?

Now, asking for this data and getting it are two different things, but as I build out the CDM ROI model, I expect to pull and build off of these.

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