Neolane Shares the Secrets to Unlocking Social Marketing ROI – SYS

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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
enables 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.

About Neolane

Neolane provides the only conversational
marketing technology that empowers organizations to build and
sustain one-to-one lifetime dialogues, dramatically increasing revenue
and marketing efficiency. Born digital, with best-in-class email and
inbound-outbound channel fusion capabilities architected into a single
code-based platform, marketers achieve results in record time. Neolane
is easy to use for both power and casual users, but powerful enough to
drive the most sophisticated marketing strategies. Future proof, Neolane
has a track record of enabling its customers to adapt to new customer
engagement challenges and exploit opportunities more quickly than their
competition. Neolane is used by more than 300 of the world’s leading
companies including Alcatel Lucent, barnesandnoble.com, Orange, Sears
Canada, Sephora and Sony Music. Visit www.neolane.com
and read our blog The
Cross-Channel Conversation.

Copyright © 2011 Neolane, Inc. All Rights Reserved. All other
brand names, product names, or trademarks belong to their respective
holders.

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