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Social Networks Are Touch Points for Customer Acquisition and Retention

Social Networks Are Touch Points for Customer Acquisition and Retention

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Published by Brian Solis
Touchpoints serve as the point of contact between a buyer and a seller. As the race to socialize commerce escalates, these touchpoints represent the nodes that define the human network, connecting people across the social Web and uniting them around common interests, themes, and movements.
Touchpoints serve as the point of contact between a buyer and a seller. As the race to socialize commerce escalates, these touchpoints represent the nodes that define the human network, connecting people across the social Web and uniting them around common interests, themes, and movements.

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Published by: Brian Solis on May 30, 2010
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05/12/2014

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Social Networks are Touchpoints forCustomer Acquisition and Retention
By Brian Solis, blogger at BrianSolis.comand principal of FutureWorks, Author of the new book 
Engage! ,
Co-Author 
,Putting the Public Back in Public Relations
and 
Now Is Gone
Touchpoints serve as the point of contact between a buyer and a seller. As therace to socialize commerce escalates, these touchpoints represent the nodes thatdefine thehuman network , connecting people across the social Web and unitingthem around common interests, themes, and movements. While the technology to connect buyers and sellers on the social Web is universal,the architecture for true engagement is antiquated. Customers areflockingto thesocial web to not only connect with friends, family, and peers, but also the brandsthat attract their attention. However, there is a tremendous disconnect betweenthe volume of potential customers and the brands who truly understand how to
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
find and more importantly, how to establish mutually beneficial connections withthem.The roadblocks that contribute to the absence of traffic on the bridges built between consumers and brands are trivial once brands understand the dynamicsof social engineering and the allure of content in order to stimulate transactions.Everything starts with an acute awareness of where existing and potentialcustomers are discovering and sharing information today combined with agenuine appreciation for what moves them. The moment we have the insightnecessary where to construct our presences, we can thenengagewith influencers,peers, and consumers based on a transparent foundation of contributing value,direction and resolution to each interaction. According to research conducted by ForeSee, the opportunity for online retailersis profound. In the2010 Social Media Report, ForeSee observed that 60% of online shoppers already use social media sites and networks regularly. And, 56%of those online shoppers friend or follow retailers, but they can only do so, if theretailer is actively engaging within those networks. The study found that only one-fourth of the top 100 e-tailers (e-retailers) has yet to create a Facebook page.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
ForeSee found that of all the social networks frequented by online shoppers,Facebook consistently earned the top spot.56% of online shoppers frequented Facebook, followed by YouTube at 22%.MySpace, believe it or not, ranked third with 15% and actually edged out Twitter by 4%.However, pay attention to the real opportunity. While existing users areimportant, over 30% reported that they do not use social sites...at least not yet.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

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