Community Management, Guest Posts, Social Media Case Studies, Social Media Strategy, Brand Communities, Social Media Marketing

6 Degrees of Influence – The Value of Customer-to-Customer Connections

Yael Davidowitz Neusnall 6 Degrees of Influence   The Value of Customer to Customer ConnectionsGuest post by Yael Davidowitz-Neu, a Sales Strategy Analyst at Google responsible for analyzing consumer behavior, search trends and market dynamics.  She is deeply curious, loves all things marketing and blogs less frequently than she would like at Stickystimuli.com.

While many businesses are excited about opportunities to reach their customers on the social web, few actually believe they have done so successfully. According to a recent Social Media and Online PR Report from Econsultancy, 86% of companies surveyed planned to spend more on social media marketing in 2010, but only 25% say they have gained “real, tangible value” from the medium.

While the willingness to invest indicates that businesses recognize the potential to develop deeper connections with their consumers in the social sphere, many are still uncertain as to how to best join the conversation. To improve performance, firms may benefit from looking at the medium through a broader lens, recognizing that expanding their influence by enabling customers to connect with one another may be as effective, if not more so, than interacting with them directly.

Building Long Term Relationships

While it’s true that the web has made building individual relationships cheaper and easier than it used to be, this doesn’t mean that businesses can necessarily expect to build deep connections with their entire customer base; in many cases, this is neither feasible nor cost effective. However, if a firm focuses on building brand loyalty with a small subset of customers, they may find that it has an exponential impact.

Let’s look at a few examples of companies that have done this successfully:

eliteTrio 192x294 6 Degrees of Influence   The Value of Customer to Customer Connections

Yelp’s Elite Squad: Yelp operates a social networking, user review, and local search website for members to post reviews and get user feedback on local businesses and restaurants. The Elite Program is a way for the Yelp to reward its most passionate users for making their site “funny, useful and cool” by providing them with exclusive offers and members only events. This allows Yelp to strengthen loyalty among Elite Squad members, offers an impetus for wanna-be-members to post additional reviews; and, makes the site content stronger – keeping the broader community active and engaged.

curpart image main 6 Degrees of Influence   The Value of Customer to Customer Connections

The Leukemia & Lymphoma Society’s Team In Training (TNT) Program: The Leukemia & Lymphoma Society is a charitable organization focused on fighting blood cancers. To raise funding, they developed a variety of programs to expand their outreach, including The Team in Training Program, which offers group training to those interesting in running a marathon to raise money for the cause. TNT encourages trainees to leverage the power of their personal networks, by providing participants with a personal, customizable microsite for reaching their fundraising goals by getting donations from friends and family. The microsite functions much like a Facebook Page – marathon participants can share their goals, visitors are able offer supportive messaging on the participant’s wall, and donations can happen directly on site.

Lion Brand’s Lion Brand Notebook: Lion Brand is a yarn company that has been in business for over a century. To build their online presence and appeal to passionate knitters, Lion Brand developed a bi-weekly podcast and corporate blog, They also helped to facilitate offline “knit-alongs” (shared knitting projects), by helping interested parties to find others in their local area looking to get involved. Lion Brand Yarn found that their customer outreach strategy drove impressive e-commerce results – those who visited the company’s blog were 41% more likely to buy at the Web site.

Securing The Commitment

You may have noticed that these three companies have very different business models: the first seeks a passionate and active user base, the second is looking to increase in donations and the third wishes to stimulate sales volume. Yet, despite the variance in their goals, they still share a number of similarities in their approach to the social web.

Each firm:

Inspires Their Most Passionate Customers – Then Puts Them to Work: By building strong connections with the most passionate segment of their customer base, firms such as Yelp, Lion Brand and the Leukemia and Lymphoma Society can create strong individual connections that can lead to exponential results – ideally, as customers spread the word through their personal networks, they inspire additional customers, who, in turn, pass the message along and begin a powerful ripple effect.

Does More Than Test the Social Waters: Like all long term relationships, building real connections with customers requires a certain level of commitment, and each of the three businesses above are clearly willing make the investment. Similarly, the Social Media and Online PR Report indicates that there may be a baseline level of social media involvement necessary for a generating tangible return: more than half (52%) of firms that were ‘heavily involved’ with the medium believed they had gained tangible results from their marketing efforts, while, in comparison, only 13% of those “experimenting” believed they had gained real value from the channel.

Avoids Getting Mired in Tactics, Metrics or Technology: The successful firms above recognize that social media should be used as a tool for achieving business goals. Recognizing that a social strategy is a means, rather than an end, they don’t waste time counting their Facebook fans, instead, the focus is on creating social communities that delivers a value add to their users, allows them to connect with one another, and, ultimately, increases brand engagement.

Blurs the Lines Between Online and Offline: Understanding that the customer exists both online and offline, these firms are finding intelligent ways to deliver an experience that incorpates the best of both worlds. The Leukemia and Lymphoma Society’s Team in Training helps participants to solicit donations from offline connections online, Yelp rewards Elite members with exclusive access to offline events and The Lion Brand’s Brand Notebook allows community members to connect with others in their neighborhood to participate in “knit-alongs”.

Do you know of other companies that are leveraging their customers to grow their businesses exponentially?

Please let me know by commenting below!

  • http://twitter.com/claudiovaccaro/status/19240580654 Claudio Vaccaro

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/ajLb2E

  • http://twitter.com/zapache/status/19240700346 David Wolff

    RT @AdamVincenzini: 6 degrees of influence – the value of customer-to-customer connections (via @jaybaer) http://bit.ly/b4UryE @myen

  • http://twitter.com/sweetcupcake/status/19240945399 Belle Sweetcupcake

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/bfbauL via @jaybaer

  • http://twitter.com/rayvandenbel/status/19241527147 Ray van den Bel

    6 Degrees of Influence – The Value of Customer-to-Customer Connections: Guest post by Yael Dav… http://bit.ly/aqkVoS http://bit.ly/9g5yaL

  • http://twitter.com/danielebazzano/status/19241577912 Daniele Bazzano

    RT @claudiovaccaro: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/ajLb2E

  • http://twitter.com/thewhirlers/status/19241876257 The Whirlers

    6 Degrees of Influence The Value of Customer-to-Customer Connections http://ht.ly/18f0yx

  • http://twitter.com/webstratagem/status/19241926147 Patrick Calero

    #mktg 6 Degrees of Influence The Value of Customer-to-Customer Connections http://ht.ly/18f07Y

  • http://twitter.com/redactedtv/status/19241926097 {redactedmedia}

    #mktg 6 Degrees of Influence The Value of Customer-to-Customer Connections http://ht.ly/18f07Z

  • http://twitter.com/kdrewien/status/19241971662 Kathy Drewien

    Social Biz: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/18eZGC

  • http://twitter.com/aronstevenson/status/19241972273 Aron Stevenson

    6 Degrees of Influence The Value of Customer-to-Customer Connections http://ow.ly/18eZGh

  • http://twitter.com/daneinlondon/status/19245361904 Susanne Feldthusen

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – http://bit.ly/b0WQ8e

  • http://twitter.com/bpollard/status/19247722296 Brett Pollard

    6 Degrees of Influence – The value of customer-to-customer connections: Convince & Convert http://ow.ly/2eY97

  • http://twitter.com/fruchter/status/19250613074 Mike Fruchter

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ff.im/-o5roZ

  • http://twitter.com/smmguide/status/19250681486 Social Media Guide

    RT @bpollard: 6 Degrees of Influence – The value of customer-to-customer connections: Convince & Convert http://ow.ly/2eY97

  • http://twitter.com/embee/status/19250712065 Embee

    6 Degrees of Influence – The Value of Customer-to-Customer Connections [read of the day] http://bit.ly/cWv9oB

  • http://twitter.com/ericungs/status/19251107744 Eric Ungs

    Need total commitment RT @cubanalaf: 6 degrees of influence – value of customer-to-customer connections, via @jaybaer http://bit.ly/b4UryE

  • http://twitter.com/benasmith/status/19251713497 Ben Smith

    The Value of Customer-to-Customer Connections http://bit.ly/cY1dBb

  • http://twitter.com/nancyrubin/status/19252262196 nancyrubin

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/mattsynthia/status/19252287605 Matt Hope

    RT @smmguide: RT @bpollard: 6 Degrees of Influence – The value of customer-to-customer connections: Convince & Convert http://ow.ly/2eY97

  • http://twitter.com/social_techbook/status/19252634092 Social Tech Book

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/pointtopointinc/status/19253522551 Point to Point, Inc.

    Does your business recognize the potential of social media marketing but remain uncertain about to how do it? http://bit.ly/cz2BOi

  • http://twitter.com/whitcombjrla/status/19254430007 jwhitcomb

    Reading: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/9xJa6E

  • Lars Voedisch

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • Lars Voedisch

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/kforkritika/status/19259170959 Kritika

    @ronanob @snazzydesign @Dublinblondie @gerryhanratty An interesting read re social media marketing: http://bit.ly/bpQ0id

  • http://twitter.com/kforkritika/status/19259170959 Kritika

    @ronanob @snazzydesign @Dublinblondie @gerryhanratty An interesting read re social media marketing: http://bit.ly/bpQ0id

  • http://twitter.com/ldiomede/status/19259174785 Lisa Diomede

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e via @jaybaer #marketing

  • http://twitter.com/ldiomede/status/19259174785 Lisa Diomede

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e via @jaybaer #marketing

  • http://twitter.com/newraycom/status/19259706226 Ray Hiltz

    6 Degrees of Influence – Value of Customer-to-Customer Connections http://ow.ly/2f4fW (More investment, more results)

  • http://twitter.com/newraycom/status/19259706226 Ray Hiltz

    6 Degrees of Influence – Value of Customer-to-Customer Connections http://ow.ly/2f4fW (More investment, more results)

  • http://twitter.com/newraycom/status/19259726094 Ray Hiltz

    6 Degrees of Influence – Value of Customer-to-Customer Connections http://ow.ly/2f4qS (More investment, more results)

  • http://twitter.com/newraycom/status/19259726094 Ray Hiltz

    6 Degrees of Influence – Value of Customer-to-Customer Connections http://ow.ly/2f4qS (More investment, more results)

  • http://twitter.com/mmesocialmedia/status/19259967293 sadie harris

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cHziWR

  • http://twitter.com/mmesocialmedia/status/19259967293 sadie harris

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  • http://twitter.com/oliviahill77/status/19260569476 Olivia Hill

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  • http://twitter.com/oliviahill77/status/19260569476 Olivia Hill

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2eX8b

  • http://twitter.com/jen_nausin/status/19260691406 Jennifer Nausin

    Great post by @StickyStimuli on @jaybaer's blog! 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/corhPC

  • http://twitter.com/jen_nausin/status/19260691406 Jennifer Nausin

    Great post by @StickyStimuli on @jaybaer's blog! 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/corhPC

  • http://twitter.com/halgaldi/status/19261357519 Hal Galdi

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – http://bit.ly/b0WQ8e

  • http://twitter.com/halgaldi/status/19261357519 Hal Galdi

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – http://bit.ly/b0WQ8e

  • http://shwaag.com/ Eric Keosky-Smith

    Nice articulation Yael … @Shwaag we're certainly finding that the larger, more “professional” the firm the more likely they are “testing”, wanting to over measure (and measure the wrong things) and won't really jump full in, and thus are in the group reflecting the 87% who have just experimented and are not convinced. Great time therefore for the small, nimble competitor to eat their lunch. I think we'll see a *lot* of that over the next 24 months …

  • http://twitter.com/hotspotpromo/status/19262377044 Darlene Hull

    6 Degrees of Influence – The Value of Customer-to-Customer Connections: Guest post by Yael Davidowitz-Neu, a Sales… http://bit.ly/9UK8x7

  • http://twitter.com/hotspotpromo/status/19262377044 Darlene Hull

    6 Degrees of Influence – The Value of Customer-to-Customer Connections: Guest post by Yael Davidowitz-Neu, a Sales… http://bit.ly/9UK8x7

  • Jen

    I find the willingness to invest but the confusion in how to measure returns to be a common issue. Even the big marketing players are still figuring this out, though the recent Old Spice campaign has done a lot to show how companies are conversing with users in new ways. Yael, what are your thoughts on this – how do you think it'll be measured in the long run?

  • http://twitter.com/terametric/status/19264466763 Terametric

    RT @jaybaer: Make more meaningful customer connections to broaden your influence! http://bit.ly/b0WQ8e

  • http://twitter.com/evakeiser/status/19266634370 Eva Keiser

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/a1nE7L

  • http://twitter.com/dukkytweets/status/19266790762 Dukky

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/bDg20B #marketing

  • http://twitter.com/dukkytweets/status/19266790762 Dukky

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/bDg20B #marketing

  • http://twitter.com/avidcustom/status/19266909808 Steve Rosenberg

    Who's influencing your customers? RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/avidcustom/status/19266909808 Steve Rosenberg

    Who's influencing your customers? RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/adamcooke12/status/19267007322 Adam Cooke

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/a1nE7L

  • http://twitter.com/adamcooke12/status/19267007322 Adam Cooke

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/a1nE7L

  • http://twitter.com/vestacaro/status/19267095688 Vesta Schindler

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  • http://twitter.com/vestacaro/status/19267095688 Vesta Schindler

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/a1nE7L

  • http://twitter.com/socialworkplace/status/19267640664 The Social Workplace

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/1qJIlr

  • http://twitter.com/socialworkplace/status/19267640664 The Social Workplace

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/1qJIlr

  • http://twitter.com/desertpanda13/status/19267904128 Jenna D. Rutschman

    great guest blog RE: social comm RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/desertpanda13/status/19267904128 Jenna D. Rutschman

    great guest blog RE: social comm RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/joel22882/status/19268464043 joel22882

    RT @EvaKeiser: RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/a1nE7L

  • http://twitter.com/joel22882/status/19268464043 joel22882

    RT @EvaKeiser: RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/a1nE7L

  • http://twitter.com/stickystimuli/status/19269852442 Yael

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/stickystimuli/status/19269852442 Yael

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/hcmsanmarcos/status/19270128870 Higher Calling Media

    RT @socialworkplace 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/1qJIlr http://bit.ly/cZc6ta

  • http://twitter.com/karilca/status/19275131533 Karen Rilstone

    Great examples of 'The Value of Custom-to-Customer Connections' http://bit.ly/cNzpcm

  • http://twitter.com/kommc/status/19275695009 kommc

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – Convince & Convert http://ow.ly/2f6CY

  • http://twitter.com/braundoug/status/19277532324 Doug Braun

    6 Degrees of Influence – The Value of Customer-to-Customer Connections: http://bit.ly/bKW2NU by @StickyStimuli

  • http://twitter.com/shelleypetersen/status/19277539386 Michelle Petersen

    RT @jaybaer: Right we've engaged them now let's talk about long term customer relationships http://bit.ly/b0WQ8e #hcsm #hcsmeu #socpharm

  • http://twitter.com/mikecorak/status/19277740228 MikeCorak

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/lorimoreno/status/19277799869 LoriMoreno

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e via @MikeCorak

  • http://twitter.com/ken_styles/status/19277818126 Ken Styles

    RT @MikeCorak: RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/davorado/status/19277939796 :Dave Blankenship

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e via @jaybaer @MikeCorak @LoriMoreno

  • http://twitter.com/miyilo0r3nita/status/19278004139 Lorena Vazquez

    : 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/charityideas/status/19278179318 Amy Neumann charity

    RT @LoriMoreno, @jaybaer: 6 Degrees of Influence -Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e /@MikeCorak

  • http://twitter.com/enthused/status/19278433383 Steve Curtin

    RT @CharityIdeas, @LoriMoreno, @jaybaer 6 Degrees of Influence -Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e /@MikeCorak

  • http://twitter.com/sharonmarkovsky/status/19278511791 Sharon Markovsky

    RT @dukkytweets: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/bDg20B #marketing

  • http://twitter.com/fierless/status/19278606944 Amanda Fier

    RT @jaybaer: Guest post by @stickystimuli on the value of customer connections http://om.ly/owot

  • http://twitter.com/jenniferalin/status/19280131987 Jennifer Lin

    RT @jaybaer Guest post by @stickystimuli on the value of customer connections http://om.ly/owot

  • http://twitter.com/jenniferalin/status/19280131987 Jennifer Lin

    RT @jaybaer Guest post by @stickystimuli on the value of customer connections http://om.ly/owot

  • http://twitter.com/kaywhitaker/status/19281205288 Kay Whitaker

    RT @jaybaer Guest post by @stickystimuli on the value of customer connections http://om.ly/owot

  • http://twitter.com/kaywhitaker/status/19281205288 Kay Whitaker

    RT @jaybaer Guest post by @stickystimuli on the value of customer connections http://om.ly/owot

  • http://twitter.com/chefmonsta/status/19282083601 Gila

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/valeriesimon/status/19292090731 Valerie Merahn Simon

    RT @cubanalaf: 6 degrees of influence – the value of customer-to-customer connections, via @jaybaer http://bit.ly/b4UryE

  • http://twitter.com/k2mediakc/status/19292801180 K2Media

    Recommended read: 6 Degrees of Influence – The Value of Customer-to-Customer Connections: Guest post by Yael David… http://bit.ly/ajLb2E

  • http://twitter.com/elizabethsosnow/status/19296749792 Elizabeth Sosnow

    Do successful SM programs avoid getting mired in tactics, metrics or tech? via @stickystimuli http://bit.ly/ch4EAA

  • http://twitter.com/pops131/status/19298376770 pops

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://shar.es/mPwZg

  • http://twitter.com/margotsa/status/19300603771 Margot McComb

    6 Degrees of Influence – The Value of Customer-to-Customer …: … local area looking to get involved. Lion Brand… http://bit.ly/aqkVoS

  • http://twitter.com/3blmedia/status/19301416463 3BL Media

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/94ykD6

  • http://twitter.com/clintonbon/status/19302447149 Clinton Bonner

    RT @jaybaer n' @stickystimuli: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e – solid

  • http://twitter.com/hatisolutions/status/19302795429 HATI Solutions

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/a1nE7L

  • http://twitter.com/rubylup/status/19326329019 Lucy Payne

    Right this minute I am reading: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e (via @jaybaer)

  • http://twitter.com/abnormalmarket/status/19327129831 Fiona Bosticky

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/bpQ0id

  • http://twitter.com/nozuan/status/19335235041 Juan David Vargas

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/LionBrandYarn Lion Brand Yarn

    Thanks for writing about our social media strategy! Our goal is not to increase sales; we want to create an authentic connection with knitters and crocheters.

  • http://twitter.com/socialmktng/status/19335759600 Community Managers

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/mafaldaonline/status/19335762119 Dolors Solano

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/javato13/status/19335762205 Javato

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/inovopublicidad/status/19335862336 inovo publicidad

    Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM. By @tcreativo #SM #inovo

  • http://twitter.com/seniorlab/status/19335886853 Dolors Solano

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/maria_jardon/status/19335966815 María Jardón Cameán

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/tendasesores/status/19336002250 TendAsesores

    6 Grados de influencia – El valor de las conexiones de cliente a cliente : http://bit.ly/axbltn #BrandCommunities #SM

  • http://twitter.com/wikinnovacion/status/19336147922 emotools

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/jbaron10/status/19338941046 Jorge Barón

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • sdev

    Great examples of where hi and lo tech merge.

    Are Gardening Forums social media? They drive sales (not their goal) by user recommendations – on and offline sales. One way they do it is to have regional sub forums.

    • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

      Yes – I’d say they are social media, more specifically, social networking. But, I certainly understand your question, the term ‘social media’ has become such a broad one that its difficult to pin down its precise definition.

  • Marisjaye

    The online/offline strategy is really important.

  • http://twitter.com/carlosmunozbaez/status/19342054267 carlos Muñoz Baez

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/intersection1/status/19342070602 Mark Smiciklas

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – Convince & Convert http://ow.ly/2fqb1

  • http://twitter.com/muwan/status/19342600885 Guillermo Cruz

    RT @jaybaer: 6 grados de #influencia – El valor de las relaciones #cliente – cliente: http://bit.ly/b0WQ8e #in

  • http://twitter.com/jcvillagomez/status/19344276979 Jorge Villagómez

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/openviewventure/status/19346656276 OpenView Partners

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://cot.ag/dpR5wB

  • http://twitter.com/stevenduque/status/19347007657 Steven Richard Duque

    RT @OpenViewVenture: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://cot.ag/dpR5wB #socialmedia #marketing

  • Kyle Lacy

    It's about making customers your evangelists. ” Inspires Their Most Passionate Customers – Then Puts Them to Work” This is dead on.

  • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

    Great point and thanks for commenting!

    I completely agree – as larger firms hold out on fully investing in social channels, this creates a very significant opportunity for smaller firms to gain a first-mover advantage in the social space.

  • http://twitter.com/kapildabi/status/19350736510 Kapil Dabi

    RT @OpenViewVenture: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://cot.ag/dpR5wB

  • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

    Jen:

    Fantastic question and one that I think many of us are still trying to answer! My guess is that we'll find a way to measure the value of social media that will look a bit like a more sophisticated version of Customer Lifetime Value…it won't be perfect…but, we will likely develop it anyway.

    When we (meaning humans) are asked to make a complex decision and have a number of different options presented to us, numbers tend to be the primary tool we leverage in order to decide how to value one choice over another. And, in my experience, anything that can't be quantified is considered less valuable by default. So, despite the fact that many of the benefits of social media have an indirect, rather than direct impact on returns, and its challenging to measure it accurately, we'll likely figure out some way to do so regardless; the failure to come up with a standardized way of quantifying returns would likely impede the chances of social media becoming a mainstream marketing medium.

  • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

    Thanks for writing in and congratulations on creating an awesome community!

    Excellent point around authentic connections. I think one of the best elements of building a two-way connection with customers is that its often a win:win situation. The customers are given a better experience and the brand likely winds up with a more loyal customer base – which is often a leading indicator of long term profitability.

  • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

    Kyle, thanks for the comment. You managed to uncover the single most important point I was trying to convey!

  • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

    Yes – I would say gardening forums are social media, or more specifically, social networking. But, I certainly understand the inquiry – the term 'social media' has grown to encompass so many different things that its become difficult to define.

    If you are interested in learning more on this topic, I'll refer you to an excellent post Jay wrote on this challenge and its implications for the broader Industry: http://www.convinceandconvert.com/social-crm/is

  • http://twitter.com/norflow/status/19355656641 Ron Wolf

    Good read – The Value of Customer-to-Customer Connections – http://bit.ly/aRdtFw (by @StickyStimuli, via @JayBaer)

  • http://twitter.com/norflow/status/19355656641 Ron Wolf

    Good read – The Value of Customer-to-Customer Connections – http://bit.ly/aRdtFw (by @StickyStimuli, via @JayBaer)

  • http://twitter.com/sheconomy/status/19355658954 Stephanie Holland

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2fxvw

  • http://twitter.com/sheconomy/status/19355658954 Stephanie Holland

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2fxvw

  • http://twitter.com/mmctweets/status/19356789982 Marina Maher Comm.

    Very intersting post RT @sheconomy 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2fxvw

  • http://twitter.com/mmctweets/status/19356789982 Marina Maher Comm.

    Very intersting post RT @sheconomy 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2fxvw

  • http://twitter.com/mmctweets/status/19356819162 Marina Maher Comm.

    Very interesting post RT @sheconomy 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2fxvw

  • http://twitter.com/mmctweets/status/19356819162 Marina Maher Comm.

    Very interesting post RT @sheconomy 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2fxvw

  • http://twitter.com/socialmktg_am/status/19360859059 Ann Marie Bland

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e RT @jaybaer

  • http://twitter.com/socialmktg_am/status/19360859059 Ann Marie Bland

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e RT @jaybaer

  • http://twitter.com/sarawz/status/19360931066 Sara Morgan

    RT @SocialMktg_AM: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e RT @jaybaer

  • http://twitter.com/b2cmktginsider/status/19360932542 Brian Rice

    RT @SocialMktg_AM: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e RT @jaybaer

  • http://twitter.com/susanmcp1/status/19361072091 Susan McPherson

    Informative! RT @SocialMktg_AM: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e RT @jaybaer

  • http://twitter.com/betsyhickman/status/19361232746 Betsy Hickman

    Six-degrees of Kevin Bacon + Marketing = Great article on how to bolster your brand by connecting your customers http://bit.ly/cvcOpn

  • http://twitter.com/modworkingwoman/status/19362358627 Modern Working Woman

    sheconomy

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://ow.ly/2fxvw

  • http://twitter.com/azsocialmedia/status/19364323678 Arizona Social Media

    C&C Blog Post – 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cfkHoh RT Please

  • http://twitter.com/ivettemeans/status/19365335288 Ivette Means

    RT @SadieMHarris: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cHziWR

  • http://twitter.com/tammyblumhagen/status/19368025924 Tammy Blumhagen

    RT @jaybaer: Are you a one click stand? Building Lasting Customer Relationships – http://ow.ly/2fQ49 Great case studies from @stickystimuli

  • http://twitter.com/socialdj/status/19368261383 Social DJ

    RT @jaybaer: Are you a 1 click stand? Building Lasting Customer Relationships http://ow.ly/2fQ49
    case studies from @stickystimuli #socialDJ

  • http://twitter.com/cboddicker/status/19368488055 Carson

    RT @jaybaer: Are you a one click stand? Building Lasting Customer Relationships – http://ow.ly/2fQ49 Great case studies from @stickystimuli

  • http://twitter.com/robbok/status/19369627983 robbok

    RT @jaybaer: Are you a one click stand? Building Lasting Customer Relationships – http://ow.ly/2fQ49 Great case studies from @stickystimuli

  • http://twitter.com/internetcoachfr/status/19257230960 sadie harris

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cHziWR

  • http://twitter.com/warryg/status/19393896026 Warry Go

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://tinyurl.com/25xrzxu

  • http://twitter.com/sadiemharris/status/19255843440 Sadie Harris

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cHziWR

  • http://twitter.com/socialmediacre/status/19401783575 SocialMediaCRE

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • Mark Hanson Media

    Hi – I'm new media strategist to the British Labour Party. I was very interested to read your analysis as it chimes with how we've organised our approach online.

    We've just spent two years using new media with the ultimate goal of involving, empowering and motivating our supporters, members and activists. This is very different to trying to reach voters direct as we decided that people listen to 'people like them' more than politicians or big budget ad campaigns.

    Some info on these links
    http://searchenginewatch.com/3640056
    http://techpresident.com/blog-entry/labour-rosp
    http://econsultancy.com/blog/5768-q-a-mark-hans

  • Mark Hanson Media

    Hi – I'm new media strategist to the British Labour Party. I was very interested to read your analysis as it chimes with how we've organised our approach online.

    We've just spent two years using new media with the ultimate goal of involving, empowering and motivating our supporters, members and activists. This is very different to trying to reach voters direct as we decided that people listen to 'people like them' more than politicians or big budget ad campaigns.

    Some info on these links
    http://searchenginewatch.com/3640056
    http://techpresident.com/blog-entry/labour-rosp
    http://econsultancy.com/blog/5768-q-a-mark-hans

  • Mark Hanson Media

    Hi – I'm new media strategist to the British Labour Party. I was very interested to read your analysis as it chimes with how we've organised our approach online.

    We've just spent two years using new media with the ultimate goal of involving, empowering and motivating our supporters, members and activists. This is very different to trying to reach voters direct as we decided that people listen to 'people like them' more than politicians or big budget ad campaigns.

    Some info on these links
    http://searchenginewatch.com/3640056
    http://techpresident.com/blog-entry/labour-rosp
    http://econsultancy.com/blog/5768-q-a-mark-hans

  • Mark Hanson Media

    Hi – I'm new media strategist to the British Labour Party. I was very interested to read your analysis as it chimes with how we've organised our approach online.

    We've just spent two years using new media with the ultimate goal of involving, empowering and motivating our supporters, members and activists. This is very different to trying to reach voters direct as we decided that people listen to 'people like them' more than politicians or big budget ad campaigns.

    Some info on these links
    http://searchenginewatch.com/3640056
    http://techpresident.com/blog-entry/labour-rosp
    http://econsultancy.com/blog/5768-q-a-mark-hans

  • Mark Hanson Media

    Hi – I'm new media strategist to the British Labour Party. I was very interested to read your analysis as it chimes with how we've organised our approach online.

    We've just spent two years using new media with the ultimate goal of involving, empowering and motivating our supporters, members and activists. This is very different to trying to reach voters direct as we decided that people listen to 'people like them' more than politicians or big budget ad campaigns.

    Some info on these links
    http://searchenginewatch.com/3640056
    http://techpresident.com/blog-entry/labour-rosp
    http://econsultancy.com/blog/5768-q-a-mark-hans

  • Mark Hanson Media

    Hi – I'm new media strategist to the British Labour Party. I was very interested to read your analysis as it chimes with how we've organised our approach online.

    We've just spent two years using new media with the ultimate goal of involving, empowering and motivating our supporters, members and activists. This is very different to trying to reach voters direct as we decided that people listen to 'people like them' more than politicians or big budget ad campaigns.

    Some info on these links
    http://searchenginewatch.com/3640056
    http://techpresident.com/blog-entry/labour-rosp
    http://econsultancy.com/blog/5768-q-a-mark-hans

  • Mark Hanson Media

    Hi – I'm new media strategist to the British Labour Party. I was very interested to read your analysis as it chimes with how we've organised our approach online.

    We've just spent two years using new media with the ultimate goal of involving, empowering and motivating our supporters, members and activists. This is very different to trying to reach voters direct as we decided that people listen to 'people like them' more than politicians or big budget ad campaigns.

    Some info on these links
    http://searchenginewatch.com/3640056
    http://techpresident.com/blog-entry/labour-rosp
    http://econsultancy.com/blog/5768-q-a-mark-hans

  • http://twitter.com/latrinchera/status/19408743887 Fernando Álvarez

    RT @tcreativo: Los seis grados de influencia: el valor de las conexiones de cliente a cliente http://bit.ly/aYkLAH #SMM

  • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

    Mark, thanks for the excellent example.

    Political strategy is one of the best examples of where connecting with a core group of core supporters is key. Because voting decisions are so complex and most candidates have strong marketing campaigns, many seek the advice of those they trust as a means of filtering through the conflicting messaging.

  • http://twitter.com/deckerton/status/19416947008 Deckerton

    RT @jaybaer: Are you a one click stand? Building Lasting Customer Relationships – http://ow.ly/2fQ49 Great case studies from @stickystimuli

  • http://twitter.com/fredzimny/status/19428519196 fredzimny

    RT @jaybaer: Guest post by @stickystimuli on the value of customer connections http://om.ly/owot

  • http://twitter.com/StickyStimuli Yael Davidowitz-Neu

    Mark, thanks for the excellent example.

    Political strategy is one of the best examples of where connecting with a core group of core supporters is key. Because voting decisions are so complex and most candidates have strong marketing campaigns, many seek the advice of those they trust as a means of filtering through the conflicting messaging.

  • http://twitter.com/consumerinsight/status/19437755063 Yael Davidowitz-Neu

    Rt @Jaybaer : Are you a one click stand? Building Lasting Customer Relationships – http://ow.ly/2fQ49 Great case studies from @stickystimuli

  • Davidlibber

    Very well written, and quite poignant. A summer must-read!

  • http://twitter.com/socialmedianz/status/19447551160 Social Media NZ

    6 Degrees of Influence The Value of Customer-to-Customer Connections http://bit.ly/cHziWR http://ow.ly/18hf6E

  • http://twitter.com/ivettemeans/status/19449987254 Ivette Means

    RT @socialmedianz: 6 Degrees of Influence The Value of Customer-to-Customer Connections http://bit.ly/cHziWR http://ow.ly/18hf6E

  • http://twitter.com/sweta_s_patel/status/19453884054 Sweta Patel

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e #socialmedia #sm #smo

  • http://twitter.com/sweta_s_patel/status/19453884054 Sweta Patel

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e #socialmedia #sm #smo

  • http://twitter.com/matchbox_inc/status/19472761991 Matchbox Inc

    Great article: 6 Degrees of Influence – The Value of Customer-to-Customer Connections: http://ow.ly/2fX3V

  • http://twitter.com/markhanson/status/19491447385 MarkHanson

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/mycrowdca/status/19528114113 MyCrowd.ca

    RT @SadieMHarris – 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cHziWR

  • http://twitter.com/peachtreeseo/status/19550119967 Peachtree SEO

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – http://bit.ly/b0WQ8e

  • http://twitter.com/ubervu/status/19564934554 ubervu

    RT @InternetCoachFR 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cHziWR

  • http://twitter.com/hebhealthins/status/19577723209 HEBHealthinsurance

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cZudaX

  • http://twitter.com/wittlake/status/19588230754 Eric Wittlake

    Examples of companies engaging their most passionate supporters, from @stickystimuli http://j.mp/aZFMjK

  • http://twitter.com/stickystimuli/status/19615328765 Yael Davidowitz-Neu

    Rt @Wittlake : Examples of companies engaging their most passionate supporters, from @stickystimuli http://j.mp/aZFMjK

  • http://twitter.com/suijkerwerk/status/19637458925 Kees Suijkerbuijk

    6 Degrees of Influence – The Value of Customer-to-Customer Connections | http://bit.ly/bWHl77 | #customerexperience

  • http://twitter.com/glaralopez/status/19649909895 Gerardo Lara

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/aYkLAH #SMM

  • http://twitter.com/pattersonbach/status/19652800276 Patterson Bach

    Strengthen your #customer #connections in #social #media. http://bit.ly/bpQ0id

  • http://twitter.com/d_breshears/status/19684555723 David Breshears

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/devseo/status/19753917785 Alex Hall

    Interesting read: 6 Degrees of Influence – The Value of Customer-to-Customer Connections – http://su.pr/1NRsvl

  • http://twitter.com/tcmeister/status/19756812849 Tony Meister

    Building relationships beyond social media – 6 company examples from @StickyStimuli http://ow.ly/2gJ0Z

  • http://twitter.com/wjcorbett/status/19817779274 Bill Corbett

    RT @InternetCoachFR: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/cHziWR

  • http://twitter.com/andrewallsop/status/19980378367 Andrew Allsop

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – http://j.mp/d9clYj < this approach appeals to me massively.

  • http://twitter.com/nsteckman/status/20303624294 Nicole Steckman

    RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/ubervu/status/20304237707 ubervu

    RT @nsteckman RT @jaybaer: 6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/b0WQ8e

  • http://twitter.com/bobresmerita/status/20864727527 Bob Resmerita

    6 Degrees of Influence – The Value of Customer-to-Customer Connections http://bit.ly/dcsANO

  • http://twitter.com/rvhooijdonk/status/21061754852 rvhooijdonk

    Inspireer je meest gepassioneerde klanten en zet ze aan het werk. http://bit.ly/cjHWpb

  • http://twitter.com/rosmorville/status/21432386238 Rosalind Morville

    6 Degrees of Influence – The Value of Customer-to-Customer Connections – http://bit.ly/b0WQ8e

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