Just Published! Social IMC – Social Strategies with Bottom-line ROI
While there are many books talking about engaging people on social media like Facebook, Twitter, PInterest, LinkedIn and hundreds more, all describe the return you will get in general terms. Usually, the discussion first informs you social ROI [return on investment] doesn’t exist as a financial calculation but, instead, rests on the influence and intangible benefits you receive from social engagement; however, nothing could be further from the truth. The key to social success is to stop focusing on specific site strategies and, instead, focus on engaging your highest value markets and build strong, measurable, 1-to-1 relationships with them. That is the goal of Social IMC – Social Strategies with Bottom-line ROI.
Why I wrote the book
I teach social and mobile marketing at Northwestern University. About 9 years ago, one of my graduate students who worked at a major retail company said that while she understood the power of social media, she could not justify staff because she could not prove the bottom-line impact of a social strategy. She asked me the question which plagues many companies…”What is the profit impact of developing a social strategy”. While I did not have a good answer for her, it started me on a mission to find the social strategies which drive profitable, measurable social programs. In talking with CEOs and CMOs across the world, I found 3 strategies companies were using and – good news – 2 had proven bottom-line impacts. In other words, these 2 strategies link your social investment to your sales and marketing systems. These strategies allow you to grow market share and increase the lifetime value of your high value markets using KPIs, relationship funnels, and the same metrics you use to justify and measure all of your business metrics. Social IMC shows you how to use social to achieve provable business results.
What’s in the book
Many books focus on the theories behind the use of social media and mobile applications in marketing—but this is not one of them. Social IMC provides strategies based on proven business models that have produced real-world results. Each strategy has been taught, tested, and developed by the author himself, and all are thoroughly explained in an easy-to-follow format that includes references to exemplary businesses from around the world. By the time you finish reading this book, you will be able to identify which strategy is best to use for each of your company’s high-value markets. You will know what steps you need to take to successfully design, develop, deploy—and maintain—your business’ social and mobile approach. A veritable “how-to” guide for using social and mobile technologies to propel business profit and growth, Social IMC is sure to appeal to business leaders and entrepreneurs worldwide. The strategies discussed in the text have been proven effective in a wide variety of models, including both for-profit and not-for-profit organizations and companies targeting businesses or consumers on international, national, local, and hyper-local scales.
Special Introduction Offer
It’s time for you to develop KPI driven, 1-to-1 relationships with your high value customers using proven social strategies. Learn what IBM, the NorthFace, American Express, ONE.org and companies throughout the world are learning about developing bottom-line driven social strategies. Click on the icons to the right and get a $5 off discount!