Comments on: How to Define Social Media Strategy and Business Objectives By Using the Customer Experience Lifecycle Model http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/ Ben Foster on Digital Strategy, Social Media, and the Corner Office Wed, 23 Jun 2010 19:36:33 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Should Your Brand Be on Facebook? The One Question You Should Ask – The Tee-Shirt Test | Ben Foster | @benphoster http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-905 Should Your Brand Be on Facebook? The One Question You Should Ask – The Tee-Shirt Test | Ben Foster | @benphoster Mon, 28 Sep 2009 23:33:43 +0000 http://www.benphoster.com/?p=991#comment-905 [...] Most brands are sophisticated enough now to ask the obvious strategic questions around business objectives.  Many also know to study the customer problems that their looking to Social Media to solve. [...] [...] Most brands are sophisticated enough now to ask the obvious strategic questions around business objectives.  Many also know to study the customer problems that their looking to Social Media to solve. [...]

]]> By: Social Media Strategy Execution – A How To Guide To New Media Success | By Ben Foster http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-882 Social Media Strategy Execution – A How To Guide To New Media Success | By Ben Foster Thu, 06 Aug 2009 17:22:45 +0000 http://www.benphoster.com/?p=991#comment-882 [...] a customer experience life- cycle model to prioritize your Social Media [...] [...] a customer experience life- cycle model to prioritize your Social Media [...]

]]> By: Digital Tip » the customer experience lifecycle of a social brand: http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-857 Digital Tip » the customer experience lifecycle of a social brand: Mon, 06 Jul 2009 14:13:49 +0000 http://www.benphoster.com/?p=991#comment-857 [...] With the definition of customer experience lifecycles, marketers can calculate the most strategic influence points on the path to purchase. What interests me is the multiple touchpoints in a customer’s lifecycle where brands who use social media marketing can make a difference to a customer’s experience. I found inspiration in this post on How to define social media strategies by using the customer experience lifecycle [...] [...] With the definition of customer experience lifecycles, marketers can calculate the most strategic influence points on the path to purchase. What interests me is the multiple touchpoints in a customer’s lifecycle where brands who use social media marketing can make a difference to a customer’s experience. I found inspiration in this post on How to define social media strategies by using the customer experience lifecycle [...]

]]> By: Social Media Strategy Case Studies Using the Customer Experience Lifecycle – Lego, Kraft Digiorno, and Comcast | By Ben Foster http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-840 Social Media Strategy Case Studies Using the Customer Experience Lifecycle – Lego, Kraft Digiorno, and Comcast | By Ben Foster Tue, 16 Jun 2009 15:30:28 +0000 http://www.benphoster.com/?p=991#comment-840 [...] = 'benphoster'; Previously, I presented the Customer Experience lifecycle as a framework for companies defining Social Media Strategy and Busine.... This model shows you where consumers are looking for information to meet their [...] [...] = 'benphoster'; Previously, I presented the Customer Experience lifecycle as a framework for companies defining Social Media Strategy and Busine…. This model shows you where consumers are looking for information to meet their [...]

]]> By: Social Media Strategy Case Studies Using the Customer Experience Lifecycle - Part 2 | By Ben Foster http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-831 Social Media Strategy Case Studies Using the Customer Experience Lifecycle - Part 2 | By Ben Foster Tue, 09 Jun 2009 02:39:38 +0000 http://www.benphoster.com/?p=991#comment-831 [...] Case Studies Using the Customer Experience Lifecycle - Part 2 // Previously, I presented the Customer Experience lifecycle as a framework for companies defining Social Media Strategy and Busine.... This model shows you where consumers are looking for information to meet their [...] [...] Case Studies Using the Customer Experience Lifecycle – Part 2 // Previously, I presented the Customer Experience lifecycle as a framework for companies defining Social Media Strategy and Busine…. This model shows you where consumers are looking for information to meet their [...]

]]> By: Social Media Strategy Case Studies Using the Customer Experience Lifecycle | By Ben Foster http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-825 Social Media Strategy Case Studies Using the Customer Experience Lifecycle | By Ben Foster Thu, 04 Jun 2009 15:48:46 +0000 http://www.benphoster.com/?p=991#comment-825 [...] my last post, I presented the Customer Experience lifecycle as a framework for companies defining Social Media Strategy and Busine....  This model shows you where consumers are looking for information to meet their [...] [...] my last post, I presented the Customer Experience lifecycle as a framework for companies defining Social Media Strategy and Busine….  This model shows you where consumers are looking for information to meet their [...]

]]> By: Alain Breillatt http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-950 Alain Breillatt Wed, 03 Jun 2009 02:55:59 +0000 http://www.benphoster.com/?p=991#comment-950 Here's another great example of the transition from evaluation to transaction cust lifecycle. <a href="http://is.gd/MChJ" rel="nofollow">http://is.gd/MChJ</a><br><br>You can't try out the books at Amazon if you want to see them in person - for some people and some books, you need to flip through the actual pages and feel that paper to finally pull the trigger. But if you want an ebook for your kindle, probably only Amazon can pull that off. We've reached the point where consumers are seeking to physically evaluate and then buying online from the best available vendor - but they're making that transaction right there in the store - not after they go home. How does a physical presence retailer survive there? B&N has a website but in this case, Amazon holds all but one of the cards with regards to social interaction leading to purchase. Here's another great example of the transition from evaluation to transaction cust lifecycle. http://is.gd/MChJ

You can't try out the books at Amazon if you want to see them in person – for some people and some books, you need to flip through the actual pages and feel that paper to finally pull the trigger. But if you want an ebook for your kindle, probably only Amazon can pull that off. We've reached the point where consumers are seeking to physically evaluate and then buying online from the best available vendor – but they're making that transaction right there in the store – not after they go home. How does a physical presence retailer survive there? B&N has a website but in this case, Amazon holds all but one of the cards with regards to social interaction leading to purchase.

]]> By: benphoster http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-951 benphoster Tue, 02 Jun 2009 21:04:31 +0000 http://www.benphoster.com/?p=991#comment-951 @Alain - I wrestled a lot with transaction/decision, and the <a href="http://twitter.com/delloutlet" rel="nofollow">Dell Outlet twitter account</a> was what I was thinking.<br><br>I think books are another good example. An obvious fundamental consumer experience difference in purchase, time to consumption (shipping), and recommendations (trust person behind counter or strangers on Amazon?) I believe I heard of an iPhone app that lets you scan the book's barcode and find the cheapest price online. <br><br>I look forward to your post on the subject. What metrics would you use? Total sales? Can you tie it to incremental sales? @Alain – I wrestled a lot with transaction/decision, and the Dell Outlet twitter account was what I was thinking.

I think books are another good example. An obvious fundamental consumer experience difference in purchase, time to consumption (shipping), and recommendations (trust person behind counter or strangers on Amazon?) I believe I heard of an iPhone app that lets you scan the book's barcode and find the cheapest price online.

I look forward to your post on the subject. What metrics would you use? Total sales? Can you tie it to incremental sales?

]]> By: Alain Breillatt http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-824 Alain Breillatt Tue, 02 Jun 2009 20:55:59 +0000 http://www.benphoster.com/?p=991#comment-824 Here's another great example of the transition from evaluation to transaction cust lifecycle. <a href="http://is.gd/MChJ" rel="nofollow">http://is.gd/MChJ</a><br><br>You can't try out the books at Amazon if you want to see them in person - for some people and some books, you need to flip through the actual pages and feel that paper to finally pull the trigger. But if you want an ebook for your kindle, probably only Amazon can pull that off. We've reached the point where consumers are seeking to physically evaluate and then buying online from the best available vendor - but they're making that transaction right there in the store - not after they go home. How does a physical presence retailer survive there? B&N has a website but in this case, Amazon holds all but one of the cards with regards to social interaction leading to purchase. Here's another great example of the transition from evaluation to transaction cust lifecycle. http://is.gd/MChJ

You can't try out the books at Amazon if you want to see them in person – for some people and some books, you need to flip through the actual pages and feel that paper to finally pull the trigger. But if you want an ebook for your kindle, probably only Amazon can pull that off. We've reached the point where consumers are seeking to physically evaluate and then buying online from the best available vendor – but they're making that transaction right there in the store – not after they go home. How does a physical presence retailer survive there? B&N has a website but in this case, Amazon holds all but one of the cards with regards to social interaction leading to purchase.

]]> By: benphoster http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-823 benphoster Tue, 02 Jun 2009 15:04:31 +0000 http://www.benphoster.com/?p=991#comment-823 @Alain - I wrestled a lot with transaction/decision, and the <a href="http://twitter.com/delloutlet" rel="nofollow">Dell Outlet twitter account</a> was what I was thinking.<br><br>I think books are another good example. An obvious fundamental consumer experience difference in purchase, time to consumption (shipping), and recommendations (trust person behind counter or strangers on Amazon?) I believe I heard of an iPhone app that lets you scan the book's barcode and find the cheapest price online. <br><br>I look forward to your post on the subject. What metrics would you use? Total sales? Can you tie it to incremental sales? @Alain – I wrestled a lot with transaction/decision, and the Dell Outlet twitter account was what I was thinking.

I think books are another good example. An obvious fundamental consumer experience difference in purchase, time to consumption (shipping), and recommendations (trust person behind counter or strangers on Amazon?) I believe I heard of an iPhone app that lets you scan the book's barcode and find the cheapest price online.

I look forward to your post on the subject. What metrics would you use? Total sales? Can you tie it to incremental sales?

]]> By: Alain Breillatt http://www.benphoster.com/how-to-define-social-media-strategy-and-business-objectives-by-using-the-customer-experience-lifecycle-model/comment-page-1/#comment-822 Alain Breillatt Tue, 02 Jun 2009 14:37:25 +0000 http://www.benphoster.com/?p=991#comment-822 Ben, without a doubt you need a decision/transaction step since this is highly impacted by the sales channels you sell through. If you sell through stores - then which are the best and offer the most in line with your overall strategy for connecting with the customer? If you sell online - does it happen from your website or do you push to other retailers? Look at Dell's Outlet - from my experiences with purchasing a Dell Mini 9 to turn into a Hackintosh, their Twitter stream is a key means of knowing what's available in the outlet - some deals/coupons are only available through their twitter stream - and that drives my decision for making the purchase. Dell holds sales at certain times of the month/quarter - it's critical to let customers know when those sales are happening if you want to take full advantage of your campaign efforts. Ben, without a doubt you need a decision/transaction step since this is highly impacted by the sales channels you sell through. If you sell through stores – then which are the best and offer the most in line with your overall strategy for connecting with the customer? If you sell online – does it happen from your website or do you push to other retailers? Look at Dell's Outlet – from my experiences with purchasing a Dell Mini 9 to turn into a Hackintosh, their Twitter stream is a key means of knowing what's available in the outlet – some deals/coupons are only available through their twitter stream – and that drives my decision for making the purchase. Dell holds sales at certain times of the month/quarter – it's critical to let customers know when those sales are happening if you want to take full advantage of your campaign efforts.

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