The team at GetSatisfaction have put together a great overview on the impact of social media on the sales funnel. It’s an interesting evolution in my understanding of the buying process:
Awareness » Interest » Trial » Evaluation » Decision Attention » Interest » Desire » Action
The simplification of “Decision” to “Action” makes perfect sense. I’m guessing that the goal of the “Evaluation” phase is to drive “Desire”. It’s different than my experience with the Diffusion of Innovation and the 5 step process presented by Everett Rogers. I need to spend some additional time thinking about how this impacts the customer focused sales funnel described by David Skok (@bostonVC).
The rise of social media and the lowered social capital expenditure and effort it has evolved to:
Attention » Interest » Desire » Action » Advocacy
The goal is to build happy customers that want to spread the company’s message (whether you call them brand ambassadors or citizen marketers or just advocates). Great job by the GetSatisfaction team on helping to evolve the understanding of the social involvement in Customer Lifetime Value (CLV).