Benefits -> Dollar figure
將無(wú)形的好處，轉(zhuǎn)化為可以用金錢來(lái)衡量的收益“懵耄可以向高層更好的爭(zhēng)取在社交營(yíng)銷上的投資。
- Customer engagement 客戶投入
- Market Awareness 市場(chǎng)認(rèn)知
- Feedback 反饋
- Professional Development 專業(yè)發(fā)展
- Thought leadership 領(lǐng)導(dǎo)力
Measurement
做到這點(diǎn)乱顾，你必須要測(cè)量很多因素板祝，以建立更堅(jiān)定的認(rèn)知。
- Variables 各種變量
- Correlations 相關(guān)性（在excel里面建個(gè)模型玩一下）
- Creativity 要有點(diǎn)創(chuàng)意
Historical Data
要想建個(gè)模走净，你必須得有大量的歷史數(shù)據(jù)券时，因?yàn)樗鼈兪菧y(cè)量變化，和確定變化原因的“基線”伏伯。
- Baseline to measure change
- Time & Patient 要花時(shí)間來(lái)收集數(shù)據(jù)橘洞，得有耐心
- Discipline 堅(jiān)持下去
CRM -Saas
要收集數(shù)據(jù)，你可以利用一些CRM軟件说搅。因?yàn)槟憧蓜e指望你的銷售團(tuán)隊(duì)能向你匯報(bào)出關(guān)于客戶的各種細(xì)節(jié)炸枣，就是在客戶量較少的B2B行業(yè)也是一樣。
- When 時(shí)間是橫軸的重要性無(wú)需贅述
- Action (Query, email-link, Referral, Event) leads是怎么來(lái)的弄唧，看仔細(xì)
- Sequence of actions 一系列行為發(fā)生的順序也非常重要
Value vs Measurement
價(jià)值與衡量方法的對(duì)接
| Value | Measurement |
|---|---|
| Customer Satisfaction | Customer surveys, renewal rates, referrals, incremental business, testimonials, NPS |
| Customer loyalty | Renewal rates, incremental business, response rates, event attendance, testimonials, NPS |
| Customer Engagement | Newsletter subscriptions, online community activity, response rates, event attendance, testimonials, feedback volume |
| Reputation | Market share research, awareness research, media citations, analyst research |
| Market influence | Market share research, life studies, media/social media citations, speaking invitations, analyst research |
| Leadership | Attitudinal research, growth rate, media citations, copycat competitors |
