The social ecosystem model provides an effective organizational blueprint for social media adoption. Because social media marketing is inherently advocacy-based, it depends on authentic, two-way interactions, peer recommendations, and earned media to succeed. Employees are empowered under a social ecosystem framework to engage across channels as authentic brand ambassadors. This ecosystem has three pillars: (1) the social governance council (SGC), (2) the employee experience (EX), and (3) the customer experience (CX). Through a focus on guidance, listening, and learning by the SGC, employees become the bridge between brand and customer, resulting in improved business outcomes and greater brand value.
A consumer purchase map details the decision paths and key interactions customers encounter with a firm or brand as they move throughout the purchase process.
Producing reliable sales forecasts for new products is notoriously difficult. Traditional surveys have been popular for decades but they are relatively...