Benefits -> Dollar figure
将无形的好处，转化为可以用金钱来衡量的收益。可以向高层更好的争取在社交营销上的投资。
- Customer engagement 客户投入
- Market Awareness 市场认知
- Feedback 反馈
- Professional Development 专业发展
- Thought leadership 领导力
Measurement
做到这点，你必须要测量很多因素，以建立更坚定的认知。
- Variables 各种变量
- Correlations 相关性（在excel里面建个模型玩一下）
- Creativity 要有点创意
Historical Data
要想建个模，你必须得有大量的历史数据，因为它们是测量变化，和确定变化原因的“基线”。
- Baseline to measure change
- Time & Patient 要花时间来收集数据，得有耐心
- Discipline 坚持下去
CRM -Saas
要收集数据，你可以利用一些CRM软件。因为你可别指望你的销售团队能向你汇报出关于客户的各种细节，就是在客户量较少的B2B行业也是一样。
- When 时间是横轴的重要性无需赘述
- Action (Query, email-link, Referral, Event) leads是怎么来的，看仔细
- Sequence of actions 一系列行为发生的顺序也非常重要
Value vs Measurement
价值与衡量方法的对接
| Value | Measurement |
|---|---|
| Customer Satisfaction | Customer surveys, renewal rates, referrals, incremental business, testimonials, NPS |
| Customer loyalty | Renewal rates, incremental business, response rates, event attendance, testimonials, NPS |
| Customer Engagement | Newsletter subscriptions, online community activity, response rates, event attendance, testimonials, feedback volume |
| Reputation | Market share research, awareness research, media citations, analyst research |
| Market influence | Market share research, life studies, media/social media citations, speaking invitations, analyst research |
| Leadership | Attitudinal research, growth rate, media citations, copycat competitors |
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