Since some marketers still need to understand ROI around familiar metrics, I am spending lots of time thinking about the right "Social Marketing Funnel." Social visionary, David Armano has pulled together some insights, and in an Armano-like brilliance created a great visualization of his "marketing spiral."
Messing with the traditional funnel is like treading on sacred ground. But I don't think the "Spiral" is that far off. Think about it: Often times our first interaction with a brand is through a digital touch point like a site. Maybe we heard about it from a friend or somewhere else. We interact with it—we give it a try. If we like it—that leads to deeper levels of engagement. Maybe this repeats itself adding more "cycles" to the spiral. We continue to engage. Some of us even begin to participate. We transition from downloading to uploading our media. We talk about how great the experience is. To our peers, to each other. We become evangelists—the spiral actually expands as we engage with multiple touchpoints—not only the digital ones
Since KPI's, quantification and specific values are increasingly available at each stage of the funnel (the big missing part is a solid influence/brand advocate metric, I am on a quest - What do you think the best marketing funnel is for social media?