Companies Still Struggle with Social Media 10 Years after "The Cluetrain Manifesto"

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Social media usage is exploding with 57.5 percent of web users expected to visit networking sites in 2010. Businesses are failing to capitalize on this trend because conversations lack the call-to-action required to convert browsers into buyer. The "Social Media 4 Direct Marketers" guide is a smart start introduction to effective implementation and measurement of an integrated marketing strategy that generates sales and customer satisfaction.

Social Media 4 Direct Marketers eBook

The people using social media successfully understand that it takes more than conversations to generate sales or satisfaction. Action is required by both the company and the consumer.

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Challenging the primary thesis of "The Cluetrain Manifesto" that "markets are conversations", a new guide from Wilson & Ellis Consulting provides practical social media strategies for companies more interested in conversions than conversations. "Social Media 4 Direct Marketers" (SM4DM) is a smart start introduction to effective implementation and measurement of an integrated marketing strategy.

In a recent survey by Omniture, 80 percent of the marketers think that return on investment (ROI) is an important measurement, but only 31% can effectively measure it. SM4DM includes detailed steps for identifying the metrics that matter for bottom line performance, how to deal with discrepancies, and measuring the unknown.

"The appearance of social media as a free or inexpensive marketing channel is very misleading," said Debra Ellis, President of Wilson & Ellis Consulting and author of the guide. "It is extremely labor intensive and requires a comprehensive strategic plan to generate a positive ROI."

It may be tempting for some companies to ignore the Web 2.0 world, but they do so at their own risk. Recent events from the Southwest Air seating fiasco to Nestlé's brand hijack to the current BP feeding frenzy remind executives that they need to participate. If that isn't enough motivation, add in the ability to create life-long relationships with individual customers that increase lifetime value and satisfaction.

Social media doesn't replace traditional marketing; it enhances it by providing the interactive communication that was missing. Some companies are doing it well. SM4DM includes specific examples of companies that are using the new channel to improve relationships, sales, and profitability. The detailed information on what they are doing well helps others follow their lead.

According to Ellis, "The people using social media successfully understand that it takes more than conversations to generate sales or satisfaction. Action is required by both the company and the consumer. "Social Media 4 Direct Marketers" is a guidebook that streamlines the implementation process saving time and money.

"Social Media 4 Direct Marketers" is available as a PDF ebook at http://sm4dm.com.    

About Debra Ellis

Debra Ellis is a business strategist and founder of Wilson & Ellis Consulting. She advises companies on the best integrated strategies for creating sustainable growth and profitability. Her expertise includes integrating direct marketing, social media, and customer service for exceptional shopping experiences. Prior to founding her boutique firm in 1995, she was the Chief Operating Officer for Ballard Designs in Atlanta, GA.

About Wilson & Ellis Consulting

Wilson & Ellis Consulting (WEC) provides comprehensive marketing and operational strategies for B2B, retail, and non-profit organizations. Specializing in the integration of channels, departments, and divisions, WEC has assisted dozens of companies in improving growth and profitability.

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