I’ve been referencing the below graphics at a few conferences I’ve spoken at, and realized that its worth a post.   Being involved in the space intimately, I obviously hear about the challenges related to ROI, the social web’s impact on direct business, actionable data, etc.  And  although I speak, teach, work with social campaigns, I realize that the social web is one of several digital elements that come into play.  Applying a holistic digital marketing campaign helps in addressing direct leads, branding, prospect follow up, etc.  The graphic, which I have already modified twice, is how I view search and social currently, but would imagine this can change in the near future.  Although I could include other media like display, ad networks, affiliate, for simplicity, Im sticking to the elements below.  And yes, the social elements on the left of the marketing funnel in the last 3 labeled graphics are worthy of being considered media or marketing.

In the graphic below (search impact), I would include all search engine optimization efforts, as well as PPC marketing in these engines.  When we research key words for our PPC campaigns and SEO efforts, we evaluate them by keyword intent.  The highly desirable terms are words that will most likely lead to a conversion.  Although key terms can impact any phase of the marketing funnel, I think they primarily impact “consideration” and “intent to purchase”.

Search Impact

Up until a few years ago, the social web has primarily impacted brand awareness.  Although I have worked on campaigns that actually impacted prospects deeper into the marketing funnel, on a whole, most of the social web is not addressing those with the intent to purchase, but rather are impacting conversations and creating brand awareness.

Social Web Impact

When I wrote my first post, and even second post on Groupon, I had no idea that Google would actually offer billions to acquire it earlier this year.   Of course, as we now know, they have gone with plan B, with Google Offers.

Deal sites (Deal Sites below) like Groupon, Tippr, Living social, etc.  have made their mark.  It may not be as impactful as search in the marketing funnel when it comes to a purchasing decision, but with smart email marketing and evaluation of past purchase history, it is obvious why Groupon is making money quicker than any social site in a such a short amount of time.

Just a note, facebook places, facebook’s version of deals is available in five cities and will play a bigger role when it rolls out nationwide.

Deal Sites

Last, but not least, location based services are becoming a formidable competitor to traditional search when it comes to its impact in the marketing funnel.  When you can potentially target someone by their checkin history, or provide a special to someone who has checked in near by, you have a potential to really drive purchases.  Its still early on, but its no surprise that facebook, google, yelp, etc. have all scrambled to provide some checkin feature to their overall offering.

Location Based Services

In conclusion, we are starting to see a shift in some elements of the social web and they are impacting all phases of the marketing funnel.  And although social media is a fraction of overall media spending, it deserves its own piece of the pie, and that slice looks to grow bigger over time.  Still waiting on the updated version on this spend chart that Forrester put out in 2009, it shows the increase up until 2015.

I still remember those times I used to talk about “Brands”, “power of branding” and the importance of a competitive edge to sustain in the rather turbulent, uncertain business world. A few names always used to be on top of my mind when writing/talking/discussing these issues and Starbucks never missed the list; it was usually up there, among really very few other brands, that seem to go all out tugging at caffeine-addicted hearts of some millions of people.

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With a check in each second and counting, check-ins at various locations, and most interesting a sense of virtual achievement by winning badges for everything you do. I am talking about foursquare Now, talking about foursquare is really incomplete if we don’t discuss the different kinds of badges that are awarded to users based on their activity levels, achievements, etc. Most of the badges are obviously offered by foursquare, but rumor has it that very soon users will be able to create their own badges (this can only lead to chaos – 52 badges and counting?). Here’s a short take on different badges and what they mean to you:

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Credit: Fast Company

Last year only “tweetups” could do this.  A social network that would bring people together to meet each other in person.  I did meet people via twitter, but one on one, not an actual party.  Yesterday morning, I was reminded that it was four square day, as some kids in Tampa last month saw the opportunity of creating a buzz around the math of the calendar, foursquare = 4/16.

I was working yesterday, but did learn of a meetup that was happening a few blocks away at a prominent digital agency, 360i.  The purpose of that get together was to earn a “swarm badge”, earned when at least 50 people check via foursquare at the same location.  So since it was so close, a chance to meet David Berkowitz, and just experience one of these meetups, I made the two block trek.  My colleague Michael Stearne joined me.  Turns out that we were the only outsiders as we kind of “crashed” the get together.  I did alert them that their foursquare meetup was on the foursquare blog.  They were polite and hosted us as we lounged in their “tweetie bar” sipping on some beer.  Thanks 360i for hosting us, even if it was unexpected. 

I contemplated about going to the official foursquare party later that night, which happened to be where I grew up in the Lower East Side, the Rivington Hotel to be exact.  I ended up not going, and after reading the blow below, Im glad I didnt as people were being turned away.  Even Digg founder Kevin Rose had trouble getting in!  No wonder Dennis is not able to return my request for an interview.

The excerpt below says it all when it comes to the mainstream understanding of these online social driven meetups.

“The only people dancing are two girls near the wall. And they’re going at it with reckless abandon. It turns out they’re crashers who have no clue what Foursquare is. “Hang on,” one says after hearing an explanation of the smartphone app that uses GPS to reward people for reporting their locations — checking in — with freebies, boy scout-style virtual badges, or titles such as “mayor.” “So no one here knows each other, but they came here because they all have an iPhone app?” She asks. Exactly.”

Oh, only 116 of the 500 or so people actually checked in, a few were checkins at Gowalla. 

Read the full blog post here, from Fast Company

I don’t embed too many external videos, but I just had to give Hubspot some play.  With the craze foursquare has created, my foursquare buddies would appreciate this video,   Enjoy!