"why social media?" a trend report & by social media expert lesley scott of...

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Does the whole Social Media "thing" have you perplexed or wondering what the big deal-io is? Do you wish you knew why everyone is pushing you & your business to tweet more, Facebook frequently, tap on over to their Tumbr, pin stuff, LinkedIn with them? Whether you're looking to brush up a bit on why Social Media is all that or just like overview'y slideshows, "Why Social Media" by Lesley Scott, a longtime blogger (as in almost a decade) & EIC of the Fashiontribes.com blog will have you evangelizing all things Social Media in no time...or at least knowing why it matters so much, what's driving it & even finally get an answer to the burning question: what's the best way to measure ROI on it?

TRANSCRIPT

Page 1: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com
Page 2: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Is this you or someone you know?

(image: source)

Page 3: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Maybe Social Media just feels like a big “why?”

Is this you or someone you know? Does this whole Social Media juggernaut just feel like a big W-H-Y?

(image: source)

Page 4: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Yes, there’s a lot of chatter. But look beyond the “likes”, tweets, status updates (the jargon’y blah blah blah)

Yes, there’s a lot of chatter.

But look beyond the ubiquitous Likes, tweets, pins, status updates…the buzzy blah blah blah…

(image: source)

Page 5: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Like reading the tea leaves, it’s not about the leaves but what they reveal.

Like reading the tea leaves, it’s not about the leaves themselves (the blah blah blah) but what they reveal.(image: source)

Page 6: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

And what they reveal is…big drumroll…that the more things have seemed to change, the more they stay the same. & what they

reveal is…

B - I - G

drumroll, please…

that the more things

seemed to have

changed, the more they’ve

stayed the same.

(image: source)

Page 7: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

“Have you seen that new John Wayne movie that just came out?” “Wow, I just had this great new drink. It’s called Coca-Cola!”

“Have you seen that new John Wayne movie that just came out?”

(source: quotes; image)

“Wow, I just had this great new

drink. It’s called Coca-Cola!”

Page 8: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

“Make no mistake about it, media has always been ‘Social.’ It’s always been shared. he only difference today is that it’s so much easier to share content. And not just to your circle, but to the world.”

- Tony Chen, a Social Media Strategist for StudioNorth

“Make no mistake about it, media has always been ‘Social.’ It’s always been shared. The only difference today is that it’s so much easier to share content. And not just to your circle, but to the world.”(source: quote; images) - Tony Chen, a Social Media Strategist for

StudioNorth

Page 9: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

And as the world now turns, you can build a relationship with anyone anywhere.

And as the world now

turns, you can build a

relationship with anyone anywhere.

(source)

Page 10: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

“The tools we use to share (Facebook, Twitter, LinkedIn) get all the hype, but that’s all they are - tools that make it easier to share and listen to content/information you care about.”

“The tools we use to share (Facebook, Twitter, LinkedIn) get all the hype, but that’s all they are - tools that make it easier to share & listen to content / information you care about.” (source: quote; image)

Page 11: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

“At the end of the day, it’s really various types of content (i.e., media) that is shared (i.e., social) with people in our spheres of influence.”

“At the end of the day, it’s really various types of content (i.e., media) that is shared (i.e., social) with people in our spheres of influence.”

(source: quote; image)

Page 12: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

In other words: trust & relationships.

In other words: trust & relationships

(source: quote; image)

Page 13: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

(all except for joggers)

(source)

Page 14: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Trust is generated through relationships & it’s relationships that are driving Social Media.

Trust is generated through

relationships.

Relationships are driving

Social Media.(source: quotes; image)

Page 15: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Whether you’ve been diagnosed with a degenerative disease and are now able to tap into an entire community for information, support and trading notes; or are looking to connect with other social entrepreneurs by using the

Twitter hashtag #socialentrepreneur; or perhaps a LinkedIn group with of thousands of members all taking about your particular business or industry issue. Or even just finding the best sushi in the city by perusing the hundreds of reviews of the top-rated restaurants. With Social Media, there’s an active community for whatever

you need, want or find interesting - regardless of how common or unlikely the ensuing relationship(s).

Maybe you know someone who’s been diagnosed with a degenerative disease & wants to find others in the same predicament? Perhaps you’re looking to connect with other social entrepreneurs. Try a Twitter hashtag like #socialentrepreneur.

Wish you could discuss a particular industry issue? Join a LinkedIn group. Or even just take a gander at Yelp to see which top-rated restaurants are really worth it.

(source: text; image)

Page 16: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Tapping into an entire community for information, support and trading notes is now but a keyboard tap away.Tapping into a thriving community for information, support and trading notes - regardless of where anyone physically happens to be in the world - is now but a keyboard tap away.

(source: image)

Page 17: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

With Social Media, there’s an active community for whatever you need, want or find interesting - regardless of how common or unlikely the ensuing relationship(s).

With Social Media, there’s an active community for whatever you need, want or find interesting …

…regardless of how uncommon or

unlikely the ensuing

relationship(s).(image from “Unlikely Friendships” via source)

Page 18: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

“Relationships happen on the web through social media.”- Tony Chen, Social Media Strategist

“Relationships happen on the web through social media.”

- Tony Chen, Social Media Strategist

(source: quote; image)

Page 19: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Relationships are the business of Social Media

(image: source)

Relationships are the business of Social Media.

(image: source)

Page 20: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Except for one teensy problem…relationships are messy & have a way of taking on a life of their own.

Except for one teensy problem…relationships are messy & take on a life of their own.

(image: source)

Page 21: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Some interesting corporate Social Media experimentsBrands

large and small

are experimenting with ways to wrangle

the

Social Media beast

Page 22: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

73% of small businesses use Social Media 80% of Fortune 100 companies are active in one or more Social Media channels

73% of small businesses use Social Media

80% of Fortune 100 companies are active in one or more Social Media channels

(source: facts; image)

Page 23: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

(source)

Red Robin used a FB like approach to introduce a new burger, creating a video & doing status updates to teach managers the best way to make & sell the burgers. Fast-incoming customer feedback resulted in tweaks to the recipe within days of its launch.

Page 24: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

(source)

In choosing where to locate their own

franchises, BK closely follows McD’s tweets on future franchise

locations.

Page 25: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

(source)

Kellogg’s took a joking tweet from the lead singer of The Charltans who said he wanted a cereal called "Totes Amazeballs”…

…& actually made it a reality.

Page 26: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Walmart “Pinterest appeals to our customers who use the social media platforms to find and collect creative recipes, tips and how tos - helping their families save money and live better.”

- Andrea Thomas Walmart senior vice president of sustainability

5 people won $500 each to spend at Walmart for creating Pinterest boards featuring their merch that inspired them to be more eco-friendly.

Page 27: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Openview

(source)

Venture capital firm Openview defies the stiff corporate stereotype by showcasing their staff in professional yet relaxed photos. They convey confidence but still seem personable & approachable.

Page 28: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Sharpie used Social Media to garner almost 90% market share. How? Interesting art drawn with Sharpies on FB; highlighting their fans’ videos on YouTube; really engaging their fans love of customizing stuff.

Page 29: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Sharpie

“It’s not about us putting out branded content. It’s about us amplifying the passion that exists in our community.”

(source)

- Ryan Rouse, global director of Sharpie marketing at Newell

Rubbermaid

Page 30: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

…ongoing upheav

alIt takes about five years for a new technology to show its full impact on companies that deploy it. At most companies, social networking is about two or three years in.

- MIT's Erik Brynjolfsson 

(quote: source; image via source)

Page 31: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

(source)

44% of all internet users

are on

…something 1 billion people know how to use.

Page 32: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

TwitterWhen people follow a brand

on Twitter, almost 70% report being much more

likely buy whatever the

brand is selling.(text: source; image via source)

-Social Media Playbook for Business -by Tom Funk

Page 34: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

…so what makes a brand this loveable online?

(source)

Page 35: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

3 Things:

(image: source)

#1: $weet deals

#2: being a partner

#3: a riveting story

Page 36: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

What businesses think consumerswant from Social Media

What Marketers Think Consumers Want From Social Brands:

▪ info to help people decide what to buy (59%)

▪ customer service (58%)

▪ the dish on new products (53%)

▪ deals & promotions (53%)

(source: statistics; image)

Page 37: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

#1: people look to Social Media for shopping deals & discountsWhat Consumers

actually Want From Social Brands:▪ deals & promotions (83%)

▪ rewards programs (70%)

▪ exclusive content (58%)

▪ dish on new products (55%)

(source: statistics; image)

#1

Page 38: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

…but don’t overshare! Keep it simple.

(TMI is never a good thing.)

Page 39: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

“Marketers are

generally pushing out too much information,

causing people to over-think purchase

decisions and making them more likely to change their minds about a product, be

less confident in their choice and less likely

remain loyal to the brand.”

(source: quote; image)

Page 40: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

#2: people like online brands with personality that they can partner with

People tend to value brands

with personality & that they had

a hand in creating/making (think IKEA).

-THE IKEA EFFECT:

When Labor Leads to Love. Harvard Business School Working Paper (2011)

(source: fact; image)

#2

Page 42: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

For a brand to find its personality, its soul if you will, the first question to answer: what type of human would it be?

- Jeff Benjamin creative head of

JWT(source: quote; image)

Professor? Bestie? Cool uncle?

Page 43: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Once consumers like a brand’s personality, they want to team up with them in some way. They don’t want a one-way flow - they want a collaboration where they have input. Like assembling Ikea furniture. People like

consuming items with some assembly required, dubbed the Ikea effect.

After falling in love with a brand’s personality, people want a partner. “Someone” they can collaborate with. Just like Ikea furniture that arrives with some assembly required - part of the reason consumers love it so much - so brands that collaborate with their customers earn much love via the *Ikea effect*. (image: source)

Page 44: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

The Ikea effect in action

“When instant cake mixes were introduced in the 1950s as part of a broader trend to simplify the life of the American housewife by minimizing manual labor, housewives were initially resistant: The mixes made cooking too easy, making their labor and skill seem undervalued. As a result, manufacturers changed the recipe to require adding an egg…infusing the task with labor appeared to be a crucial ingredient.”

The Ikea Effect in action:

(source: quote; image)

Page 45: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

The Ikea effect in action

“Build-a-Bear offers people the

opportunity to construct their own

teddy bears, charging customers a premium even as they foist assembly costs onto them.”

- the Ikea Effect

“Build-a-Bear offers people the opportunity to construct their own teddy bears, charging customers a premium even as they foist assembly costs onto them.”

(source: quote; image)

Page 46: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

The Ikea effect in action

(source)

Farmers offer

“haycations” which

require vacationers

to harvest whatever they eat

during their stay on the

farm.

- the Ikea Effect

Page 47: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

#3 a good story

#3a riveting brand story

(image: source)

Page 48: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Being a riveting brand starts with asking the right questions.

Having a good brand story means asking the right questions.

What is your business about?

Why did you start it?

What do you dream

of making happen

for your customers?

(source: questions; image)

Page 49: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Compelling brand stories make the customer the hero of the story (not the brand)

By using/ consuming/ wearing the product, the customer is the story’s hero. Is it as…

…part of a jet-setting elite?

…a member of an insidery group of techno-types?

…one of a few select in-the-know style influencers? (source: questions; image)

Page 50: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Knowing how to make the customer the hero of your brand’s story makes them fall in love with a brand

Whatever the kind of hero, what matters for customer brand-love is that they play the central role in a brand’s story. And storytelling happens to be particularly suited to Social Media.

(image: source)

Page 51: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

& as with a good story, a relationship builds. It’s not instant.Social Media, like storytelling, has a lot in common with relationships:

…good ones are built gradually & organically.

(Source: image)

Page 52: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Social Media savvy brands know that building solid relationships means not pushing too quickly.

“One of the biggest mistakes I see is that when brands think about building relationships, they think of heavy things, like building a very rich experience that people will share with friends. The way relationships form in real life is through many lightweight interactions over time. You meet the first time, chitchat. You're not suddenly best friends."

- Paul Adams, former global head of brand design at

Facebook (source: quote; image)

Page 53: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Social Media savvy brands not only keep it light,but demonstrate some flair.

But they do wanna be friends! :)

"Consumers [just] don't want to have…a relationship & a conversation with…this

cold logo.

- Jeff Benjamin, JWT(source: quote; image)

Page 54: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Research has found that Social Media usershave larger social circles & social ties than non-users.

The fact is, Social Media users tend to be more relationship-minded & social in real life as well. They aren’t replacing offline friends with online ones, they’re looking to expand their social circle as a whole.(image: source)

Page 55: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Social media users tend to have larger social circles and more close social ties than non- users

“Recent research suggests that social media users tend to have larger social circles and more close social ties than non users. They are also more likely to perceive their networks as socially supportive and more likely to be politically engaged than non users.”

-Brooke Foucault Welles,

assistant professor of communication studies in the College of Arts, Media & Design at Northeastern University

(source: quote; image)

Page 56: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Consumers like to engage brands in conversation on Social Media provided it’s relevant.

The trick to being an engaging

Social Media conversationalist is keeping

the convo relevant to the brand loyalists.

(image: source)

(Knowing how to fly & sprinkle Spam dust doesn’t hurt, either.)

Page 57: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Relevance is the key to getting consumersto engage with brands in Social Media

"We've begun to realize we have to engage them [social media users] in a relevant way so they want to

engage with us."

- Mark O'Brien, president of DDB

North America(source: quote; image)

Page 58: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Relevance is relative.

Of course, relevance is relative…

(image: source)

Page 59: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Dr. Pepper & their 8.5 million strong Facebook fan page.Just ask Dr. Pepper how they managed to accumulate more than 8.5 million fans which love their Facebook page.

(image: source)

Page 60: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Dr. Pepper uses Facebook to find outwhat its fans want. Specifically.

Combined, these Social Media metrics provide really accurate feedback on what the brand’s fans find relevant.

Dr. Pepper blasts out a few messages daily on its Facebook fan page & then tracks how many times each message is viewed & shared and how fans respond.

(source)

Page 61: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

"We mine the data to understand what is appreciated, and what is not…And they dislike messages that focus on prices and special offers. It just isn't relevant to their passion about the brand.”- Robert Stone, director of interactive media services for Dr. Pepper Snapple Group Inc.

"We mine the data to understand what is appreciated & what is not…And they dislike messages that focus on prices & special offers. It just isn't relevant to their passion about the brand."

- Robert Stone, director of interactive media services

for Dr. Pepper Snapple Group Inc.

(source: quote; image)

Page 62: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

One of the best-performing Dr. Pepper brand messages

on Facebook: "If liking you is wrong, we don't want to be right."

One of the best-performing Dr. Pepper brand messages on Facebook: "If liking you is

wrong, we don't want to be right."

(source: quote; image)

Page 63: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Language-learning company Rosetta Stoneused Social Media to evolve their corporate mission.

Language learning

company Rosetta Stone used

Social Media feedback to evolve their corporate mission.

(source: fact; image)

Page 64: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Evaluating Facebook ad metrics helpedRosetta Stone discover a new group of customers.

In addition to customers wanting to learn a foreign language for business or practical reasons, Rosetta Stone also discovered a new group of customers via a series of Facebook tests. They targeted ads at people interested in mental fitness and found they performed exceptionally well.

(source: fact; image)

Page 65: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

"This type of messaging allows us to move from a language company to a learning company," says Eric Ludwig,

senior director of online marketing at Rosetta Stone."This type of messaging allowed us to move from a language company to a learning company."

Eric Ludwig, senior director

of online marketing at Rosetta Stone

(source: quote)

Page 66: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Ok, so Social Media rocks. How can brandsentice people to engage with them in the space?

Okay, I get it. Social Media rocks. So how can brands entice people to engage with them in the space?

(image: source)

Page 67: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

According to Paul Adams, global head of brand design at Facebook, only three factors will induce people to consider

chatting with a brand and sharing the experience with others.

According to Paul Adams, former global head of brand design at Facebook, only 3 things will induce people to consider chatting with a brand & sharing the experience with others:

(quote via source; image: Annie Leibovitz/Vogue 12/09; source)

Page 68: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

#1: The Social Media encounter will help them express themselves.

#1: The Social Media

encounter will help them express

themselves.

(image: source)

Page 69: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

#2: The Social Media encounter will help them help someone else.

#2:

The Social Media

encounter will help them

help someone else.

(image: source)

Page 70: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

#3: The Social Media encounter will help them forge a relationship & then maintain it.

#3:

The Social Media encounter will help

them forge a relationship & then

maintain it.(image: source)

Page 71: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

All good & well, but when it comes to getting people to interact with brands online,

there’s also a more basic drive at work more commonly associated with drugs & gambling… Which is all good & well, but when it comes to

getting people to interact with brands online, there’s also a basic drive at

work more commonly

associated with drugs &

gambling…

(image: source)

Page 72: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

"Social media is nothing more than a huge dopamine machine of likes and shares. And it's our job to feed the machine.”

- Tyler Fonda, strategy director at Gotham, Denny’s ad agency

"Social media is nothing more than a huge dopamine

machine of likes & shares. And it's

our job to feed the machine.”- Tyler Fonda, strategy director at

Gotham, Denny’s ad agency(quote: source)

Page 73: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

And what is the best way for brands to measure the return on time & resource$ spent on Social Media?

And what is the best way for

brands to measure the return on any

time & resource$ invested in Social

Media?

(image: source)

Page 74: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

For now? Fuhgiddaboudit!

For now, best

Fuhgiddaboudit.(image: source)

Page 75: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

“Measuring ROI in social media is like measuring air-conditioning. I say instead, What is the ROI of not being there? It's kind of like walking into a store and having the sales associate not talk to you. The cost of not being part of the conversation

outweighs the uncertainty over the value of the conversation.”- Lisa Gavales, CMO of Express (The Limited)

“Measuring ROI in social media is like measuring air-conditioning…It's kind of like walking into a store and having the sales associate not talk to you. The cost of not being part of the conversation outweighs the uncertainty over the value of the conversation.”

- Lisa Gavales, CMO of Express (The Limited)

(source: quote; image)

Page 76: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

"I say instead, What is the ROI of not being there?” - Lisa Gavales, CMO of Express (The Limited)"I say

instead, What is the ROI of not

being there?" - Lisa Gavales, CMO of Express (The

Limited)(source: quote; image)

Page 77: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

About Lesley ScottLesley is the EIC of

Fashiontribes.com. She harbors a raccoon-like

love of all things shiny & purdy & has been blogging about it for the last decade (yes, there was an Internet 10 years ago). Her latest book, How to Work with Bloggers, covers the Dark Arts of corralling cats for fame, fortune & fabulousne$$.

Page 78: "Why Social Media?" A Trend Report & by Social Media Expert Lesley Scott of Fashiontribes.com

Stalk me!

Really, I don’t bite. (My puppyboo, Cassandra, though is another matter.) & I’m all over the usual Social Media suspects every day so please reach out.

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