Newton, Mass.
August 23, 2011

Neolane Shares the Secrets to Unlocking Social Marketing ROI

New White Paper Details How to Convert Anonymous Fans and Followers Into Profitable Relationships

What's the value of a Facebook fan? What are consumers getting in return for "Liking" a brand? Where's the tipping point between loyalty and revenues in social marketing? Conversational marketing technology provider Neolane, Inc. examines these questions and suggests a social marketing adoption roadmap in a new white paper, "The Real Secret to Unlocking Social Marketing ROI."

Social media has forever changed the way brands interact with customers and prospects. Yet, few organizations are maximizing the revenue potential of these captive audiences. Neolane's white paper reveals the secret to unlocking social media ROI: applying proven direct marketing techniques to social channels in order to convert anonymous fans and followers into personal, sustainable and profitable relationships. By moving from basic listening and mass marketing to interactive, one-to-one dialogues, social marketing programs can be more in line with consumer expectations and ultimately contribute directly to increasing corporate revenue.

"While many brands have succeeded in building large communities of fans and followers on social networks like Facebook, too much time has been spent listening instead of trying to derive meaningful information from those interactions, which has contributed to ROI remaining elusive and difficult to assess," said Mathieu Hannouz, senior product marketing manager, Neolane, Inc. "Organizations must transition away from ineffective mass marketing approaches that have become the norm in social marketing. They should start by applying direct marketing techniques focused on delivering consistent, personalized messages that are coordinated across all channels, not just social media."

The Social Marketing Roadmap: New Rules of Engagement
To successfully engage fans in a sustainable commercial relationship, beyond simply moderating communities and listening to consumer opinions, marketers must adapt their rules of engagement to the fundamental values of social media: permission, transparency and relevancy. Neolane has devised a four-step roadmap to enable brands to drive successful social marketing strategies and maximize revenue potential. This roadmap, broken into phases, can help marketers prove the ROI of their social media efforts. For example, social opt-in is a critical step to gaining individual permissions that enable better personalization, which ultimately leads to more valuable long-term customer engagement.

If you are interested in learning how to blend social networks with other direct marketing channels, build dynamic one-to-one personalized relationships with fans and followers, and accelerate ROI, please download "The Real Secret to Unlocking Social Marketing ROI" white paper today.

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