Everything from final sale attribution, to number of touch points, to social’s influence on various aspects of the marketing and sales funnel, plays a role in companies benefiting from and measuring the results of social media.
Zappos engages in Social Activation by allowing customers to easily share their purchases across Facebook, Twitter, and Pinterest, which results in tangible monetary benefits. For each ‘Share’, Zappos earns $33.66 on Twitter, $2.08 on Facebook, and $0.75 on Pinterest in incremental revenue.
The brilliance of facilitating and promoting social endorsement comes from the fact that this revenue does not actually rely on Zappos’ social media presence, but rather it relies on the social graphs of their customers. When a customer ‘Shares’ a Zappos purchase, they post it to their own social network rather than a Zappos-owned presence, bypassing the need for a strong social following on Zappos’ part.
While a strong social presence is essential for overall success, what sets Zappos apart from other companies successful in social engagement is their ability to leverage consumers to sell products for them. Gartner believes that 50% of all web sales will soon come from social and mobile, and if the $33.66 Zappos earns for every purchase shared on Twitter is any indication of influence potential, they’re right on track.
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