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Monday, July 22, 2013

The 7 Success Factors For Social Business [RESEARCH]

by Jason Keath on Jul 18, 2013
The Seven Success Factors of Social Business Strategy88% of of social strategists, according to Altimeter Research, are not confident that their social plans look beyond the next 12 months. And 66% of them have not connected their strategies to business outcomes.
Umm, Houston, we have a problem.
Charlene Li and Brian Solis, of Altimeter Group, just released a new ebook, The Seven Success Factors of Social Business Strategy, that aims to help social strategists get back on track.
It’s a very useful read for any big business or marketing department. Throughout the book Charlene and Brian help readers learn how to align their social media strategies with business objectives to deliver real results and ROI.
Building off their research to map the evolution of social businesses, Altimeter is continuing to expand on the topic of Social Business and their already impactful 6 stages of social media transformation that most companies tend to follow.
You can buy it for Kindle and Nook right now. At 100 pages, the book is perfect to load up for that next business trip.
Oh, and it is only $3.99, so there is really no reason to delay picking up your copy.
Altimeter 6 stages of social business evolution
So let’s dive straight in to these success factors that make or break a social business.
The book goes deeper, way deeper, but this will give you an idea of where you stand.

1. Define the overall business goals.

Explore how social media strategies create direct or ancillary impact on business objectives. What are you trying to accomplish and how does it communicate value to those who don’t understand social media.

2.  Establish the long-term vision.

Articulate a vision for becoming a social business and the value that will be realized internally among stakeholders and externally to customers (and shareholders).

3. Ensure executive support.

Social media often exists in its own marketing silo. At some point, it must expand to empower the rest of the business. To scale takes the support of key executives and their interests lie in business value and priorities.

4. Define the strategy roadmap and identify initiatives.

Once you have your vision and you’re in alignment on business goals, you need a plan that helps you bring everything to life. A strategic social business roadmap looks out three years and aligns business goals with social media initiatives across the organization.

5. Establish governance and guidelines.

Who will take responsibility for social strategy and lead the development of an infrastructure to support it? You’ll need help. Form a ‘hub” to prioritize initiatives, tackle guidelines and processes, and assign roles and responsibilities.

6. Secure staff, resources, and funding.

Determine where resources are best applied now and over the next three years. Think scale among agencies but also internally to continually take your strategy and company to the next level. Train staff on vision, purpose, business value creation, and metrics/reporting to ensure a uniform approach as you grow.

7. Invest in technology platforms that support the greater vision and objectives

Ignore shiny object syndrome. Resist significant investments until you better understand how social technology enables or optimizes your strategic roadmap.
Success factors
Charlene and Brian studied how the best companies create measurable value that aligns with overall business objectives and share how to incorporate these insights into your strategy and planning process.

Saturday, July 20, 2013

The Two Keys To Social Media Success

The Two Keys To Social Media Success
Written by Tony Restell / July 18, 2013

Disney’s adaptation of Stephen Slesinger, Inc.’s Winnie-the-Pooh (Photo credit: Wikipedia)

You can spend an age researching social media effectiveness. What’s the best time to share, which approaches work best on different platforms, which tools can you use to leverage your time more effectively, what’s the right balance of promotional content…. The tweaks you can make are endless.

Yet in my experience, social media success comes down to two key things. Whenever I speak to anyone not achieving the results they’d like to be achieving on social networks, invariably they’ve dropped the ball in one or other of these areas:
Attracting Interest + Having the Honey = Social Media Success

I honestly believe that if you assess your own social activities, you’ll find that you’re deficient in one or other of these areas. It could be a social networking deficiency full stop, or it could be that your results are being let down on just one or two social sites owing to unintentional differences in your approach on each. For example, overall I think we do both these things well at Social-Hire – except on Facebook, where we consciously don’t invest much time in “Attracting Interest” and we have less “Honey” than on our other network profiles. The upshot? Of all the mainstream social platforms, it’s the one where we generate more modest results. Now if that’s a conscious decision, it’s not a problem. But with most people I talk to, they’re failing in one or other area on some of their social profiles without having made the conscious decision to do so. That’s costing them dear.

So let’s spell out what we mean by Attracting Interest and Having the Honey. Allow me to tackle them in reverse order if you will, as it’s Attracting Interest that seems to receive far less coverage.
Have You Got the Honey?

Pots of honey that are full to the brim attract Winnie the Pooh every time! Those with barely a trace of honey left get only the most cursory of glances!… and so it is with your social profiles. When someone first comes across your social profile, does it entice them and make them want to follow you, engage with you, share what you’ve shared? Or do they quickly move on to the next profile in the hope of finding someone more appealing?

The importance here is that you can invest lots of time and money attracting interest in your profile, but if there’s not enough honey to entice people to stick around then your efforts at attraction will mostly be in vain. Consider some of the following:
Is your profile warm and engaging, or cold and corporate? Is there some personality that shines through? (People warm to other people)
Do you appear to engage with your followers and network, or purely broadcast to them? (People don’t like being sold to and they don’t like know-it-alls)
Does your follower / following ratio indicate you are desperate to build your social presence, or that you seem to attract followers with ease? (People are rarely attracted to someone who appears desperate)
Do you share valuable information and insights from a broad range of sources, or only your own materials? (People like to learn and further their knowledge)
Do you seem like someone who Pays It Forward (People are attracted to those who seem willing to help without expecting anything in return)
Is your profile one that they’ve frequently seen in social streams, being engaged by others, being shared by or recommended by others? (People are reassured by social proof)

When you think about some of the most obvious examples of recruiters generating poor results from their social investments, you can immediately see how they’re falling short in terms of “Having the Honey”.
How many people’s profiles have you seen on Twitter where their following count is close to 2,000 but their followers count is barely at 200?! Your immediate reaction is “if 90% of people are deeming this person to not be worth following, they’re probably not worth my while following either!”
How many recruiters have you seen on LinkedIn whose update activity is a constant stream of job adverts and requests to help them fill their latest role? “Is this person really going to add value to my professional day to day life?” is the kind of reaction that this activity will prompt.
How often have you seen someone on Google+ (or indeed LinkedIn) sharing the same update into dozens and dozens of communities or groups, without targeting their messages adequately and without mixing up the sharing of their own and other people’s materials? This immediately comes across as someone who’s in it for themselves and only paying lip service to sharing valuable information and resources.
How many people immediately ask you to “like” their Facebook page or visit their website as the first impression they create when you connect. Wouldn’t asking if there’s any way you could help them generate far more goodwill and interest in your profile?

So I challenge you – on each social network where you aspire to having a strong presence and noteworthy results – to go back and review the first (and ongoing) impressions that other users will have of your profile and activity. This will have a huge impact on the numbers of people who choose to follow you… and the numbers of people who stick with you.
Are You Attracting Interest?

Having the Honey is all well and good, but you’ve got to leave a scented trail if you want Winnie to actually find the honey! On a serious note, the networks where I’ve had the greatest success have been those where I’ve taken time to think of all the ways it’s possible to help people and get on their radars… and then to do all these things in a way that means you aren’t overly focusing on any one approach. Take each network of interest to you and spend a few minutes thinking about all the ways you could get your profile noticed by the right sorts of people:

These activities all help to raise the visibility of your profile. But nonetheless we’re wary aren’t we? We’ve all seen it happen. The above all have the potential to be used in a spammy manner. The new twitter user who immediately follows 2,000 people. The LinkedIn user who is obviously spending hours of their time just handing out meaningless endorsements. These negative connotations can push people too far in the opposite direction – to the point where they are hardly doing these things at all. Done in moderation – and in a way that is targeted, tailored and personable – they can be highly effective.
Concluding Remarks

If you want success on a social network, it’s critical that you ensure you Have the Honey and that you Attract Interest so that enough people come to learn that you Have the Honey. Having the Honey without Attracting Interest is like opening a fabulous shop in completely the wrong location. It’s loved by those who do stumble across it, but ultimately the shop produces poor returns for the owner. Don’t let yourself be the person who invests in their social profiles but then gets poor returns.

Be honest with yourself in every social network where you want to invest and objectively assess whether you’re really doing these two things as well as you possibly could. If you’d like a frank assessment or someone to brainstorm with, you’re most welcome to schedule a call to pick my brains. Tools, timing, sharing valuable content – they’ve all been written about at great length and they all contribute to success. But your overall social success will be a function of how well you get the above two elements just right. Fall short with either one and your results will be compromised.

Had experiences on social networking that reinforce the messages above? Or related tips to share with the readership? Feel free to add your thoughts in the comments below.

6 Social Media Tactics to Avoid

6 Social Media Tactics to Avoid

Note: This is a guest article by Marcela De Vivo. More details about her after the post.

Social media can be an extremely effective tool for driving traffic to a website and generating leads for a business. It’s just part of the way that people communicate today, so businesses of all sizes need to be aware and engaged with it, at least on some level.

There are some common mistakes and pitfalls that a lot of people make when leveraging social media platforms; however, mistakes we make with social media involve more than just a management tool. More than anything, these mistakes are ones of habit, therefore, it’s important to identify them and establish the correct habits moving forward.

Once you get to the point where you’re managing several different platforms, you need a way to collect data and keep everything in one spot.

So, your social media accounts can either work for you or sit idly by collecting dust and stagnant posts. One of the most common (and most easily solvable) mistakes that social media users make is avoiding to use an effective social media management platform, like HootSuite.

To prevent the latter, here are a few things to guard against while you navigate this topic.

1. Ignoring or avoiding negative feedback

Negative feedback can hit hard, but it’s a necessary part of building dialogue and relationships with the online community. For everyone who adores you, there will probably be a handful of people that hate your guts (or your product). Recognize that this is totally fine; as long as you’re dealing with polite and constructive criticism, allow it to stand and answer it if you’re able.

2. Auto-Posting Messages to Multiple Social Media Accounts

While this is convenient, it can seem very robotic and uninteresting after a while. Post to each account individually and take the time to actually craft a human-sounding update — not just a blind robotic link to a product or blog.

3. Unsolicited emails

A good rule to follow is that if someone doesn’t actually sign up for your newsletter, don’t start sending them emails. While mailing lists can be obtained by other methods, your conversation rate is going to be much lower with those people, simply because they have no idea who you are and have no interest in what you’re marketing.

Keep it simple, even if you have to live with a smaller mailing list. Ten faithful subscribers are better than 100 who don’t even know your name.

4. Too much take, not enough give

Social media is a give-and-take environment. If you expect people to like your posts, mention you on Twitter and engage with them, you need to do the same for them. The more you support others, the more likely they will support you.

5. Not personal enough

This is in the same line with avoiding robotic auto posts, but it does deserve its own category. Being personal online takes a lot of thought and work. Just be willing to take the time to actually talk to people and not just throw links and products in front of them.

People online are looking for something genuine, personable and useful. If you can provide them that, they’ll find your products and links without you having to constantly lob “hail mary” passes on your social media accounts.

6. Not Benchmarking or Tracking your Efforts

Recently I added a board to Pinterest. Shortly, while checking my social media dashboard, I noticed a massive spike in the number of followers. This led me to investigate, and I realized that people LOVED this board and I’d gained close to 2000 followers in less than 2 weeks as a result! This information gave me insights into my followers and helped me share more similar, relevant pins.

Setting up social media tracking dashboards on Cyfe is so quick and easy it’s almost criminal not to benchmark and track your efforts. It’s a great way to track all of your social efforts, including traffic and other analytics, in one place. Of course, make sure you keep an eye on actual traffic to your site from social media sites, using Google Analytics.

***Image credits: Title | End

Wrapping up: Personality and Consistency

If you’re able to stay personable and consistent with your online presence, social media accounts and platforms will do the work for you. Try not to worry too much about the details. If you can concentrate on your product and truly provide something useful, conversions will come with time.

- See more at: http://arkarthick.com/2013/07/17/social-media-tactics-to-avoid/#sthash.a7B7LtRS.dpuf

The Hunt for ROI – Social Media Meets E-Commerce

ROI social media
Last week was a big week in the social media wine nerd landscape. If you run a marketing campaign using social media, you know the first word out of your client’s mouth is, “seriously, what’s the ROI in this?” As my pal, Paul Mabray, repeats like a mantra when it comes to this question, “there is only one absolute truth. There is always ROI when talking to your customers.”
The founder of VinTank, a Napa-based wine industry digital think tank, Paul is one of the busiest guys I know. No really –  he is crazy busy. Four kids (including a newborn), speaking engagements and a budding start-up. Most of our conversations take place while he is in transit, talking over the unmistakable hum of traffic, or via text (likely while he is at a stop light or changing a diaper), so it didn’t necessarily surprise me when he sent through a brief and slightly mysterious text about the big news he was about to share. Paul is a larger than life kind of guy, but this particular text had more exclamation points than usual, so I knew the news had to match.
It turns out, he was right. It was big news…well, for anyone in the business of selling or promoting wine anyway. VinTank and Vin65, a Canadian wine e-commerce provider and subsidiary of Napa-basedWineDirect, have teamed up to integrate their social and e-commerce data, with VinTank providing the former and Vin65 the latter. As reported in the North Bay Business Journal, “that means managers of social media for wine brands can understand the lifetime value of the people they’re interacting with, and e-commerce managers can see all social media posts related to a brand, the companies said.” Put simply, wine businesses can now manage their client relationships and sales more closely to see direct return on investment from social media engagement (e.g., Facebook fans spend 20% more than non-Facebook fans). Well, that’s pretty darn exciting.
vintankAndVin65Even more amazingly, Paul tells me that Vin65 is essentially “donating $1,800 per year of [VinTank’s] software to 700+ of their clients to the equivalent of $1,300,000” to show customer appreciation and expand their offering. It’s a two way integration, so VinTank customers will also be able to view Vin65’s e-commerce data, including contact info, lifetime value and club memberships. As for the customer, this data sharing allows the business to improve its offering and more closely meet its customers’ needs. In essence, they will become better listeners. Paul likes to say, “in a world of infinite wine selection, the only differentiator is service.” With this partnership, it seems everyone will be happy.
Next up from VinTank is an iPhone app that will allow wineries to manage social conversations on the go. How convenient. Plus, VinTank is slowly getting into the restaurant side of the business, so sommeliers and wine directors, keep an eye out.

The 7 Success Factors of Social Business Strategy

Social media has a problem and it needs to be addressed now.
The truth is that a majority of social media strategies employed by some of the best brands out there aren't linking activity to business goals and results. This practice is creating a divide within companies where social media is undervalued and largely misunderstood as a viable and formidable business tool or solution.
As a result, resources, budgets, and the ability to scale social media across the organization is incredibly hindered. More importantly, without considering business goals and priorities, strategists with the best intentions around social media may wind up creating dissonance among decision makers, making it more difficult to make the case for social in the long term.
In a comprehensive social business research study with Charlene Li, my colleague at Altimeter Group, we uncovered some pretty surprising realities about the state of social media strategy within enterprise organizations...
  • Only 34% of businesses feel that their social strategy is connected to business outcomes.
  • Just 28% of companies we studied feel that they have a holistic approach to social media, where lines of business and business functions work together under a common vision.
  • A mere 12% are confident they have a plan that looks beyond the next year.
  • Only half said that top executives were “informed, engaged and aligned with their companies’ social strategy.”
While our research results were initially distressing, we aimed to outline a path to help strategists better understand how to not only align social strategy with business objectives but also how to transform social media into a full-scale social business initiative that evolved along Six Stages of Transformation. Charlene and I concentrated our research on the common traits of B2B and B2C companies that successfully overcame common trials and tribulations to effectively become fully "converged" social businesses where social was now a way of business.
Charlene and I proudly announce that our findings are now available in the newly released ebook 7 Success Factors of Social Business Strategy. In 100 pages, we help you learn how to align social media strategies with business objectives to deliver real results and ROI. Additionally, you'll learn through best practices and a detailed checklist how to define an effective social strategy, create alignment across the organization, and use that strategy to support and measure overall business success.
What are the 7 Success Factors?
There's a difference between a social media and social business strategy. Social media are the channels where information and people are connected via two-way platforms. Social media strategy defines programs specific to networks and the corresponding activity within and around each. Altimeter's definition of a successful Social Business Strategy (SBS) is one that aligns with the strategic business goals and has alignment and support throughout the organization.
You don't need to get the book to learn what the most advanced companies learned to prioritize. Following are the 7 aspects each shared to successfully champion and scale social media through the organization and earn executive support along the way...
One – Define the overall business goals.
Explore how social media strategies create direct or ancillary impact on business objectives. What are you trying to accomplish and how does it communicate value to those who don’t understand social media.
Two: Establish the long-term vision.
Articulate a vision for becoming a social business and the value that will be realized internally among stakeholders and externally to customers (and shareholders).
Three: Ensure executive support.
Social media often exists in its own marketing silo. At some point, it must expand to empower the rest of the business. To scale takes the support of key executives and their interests lie in business value and priorities.
Four: Define the strategy roadmap and identify initiatives.
Once you have your vision and you’re in alignment on business goals, you need a plan that helps you bring everything to life. A strategic social business roadmap looks out three years and aligns business goals with social media initiatives across the organization.
Five: Establish governance and guidelines.
Who will take responsibility for social strategy and lead the development of an infrastructure to support it? You’ll need help. Form a ‘hub” or CoE to prioritize initiatives, tackle guidelines and processes, and assign roles and responsibilities.
Six: Secure staff, resources, and funding.
Determine where resources are best applied now and over the next three years. Think scale among agencies but also internally to continually take your strategy and company to the next level. Train staff on vision, purpose, business value creation, and metrics/reporting to ensure a uniform approach as you grow.
Seven: Invest in technology platforms that support the greater vision and objectives
Ignore shiny object syndrome. Resist significant investments until you better understand how social technology enables or optimizes your strategic roadmap.
It’s time for businesses to get serious about social and that starts by taking social, its promise and its ability to impact business outcomes and customer experiences, seriously.

Measuring the ROI of a Good Customer Experience

A man was visiting his farmer friend one weekend, and as the two of them sat in rocking chairs on the front porch the visitor couldn’t help but notice a pig hobbling around the barnyard with a wooden leg. How remarkable! So, he asked his host, what’s the story on that pig with a wooden leg there?
Oh, the farmer replied, that’s my pig Winslow. Winslow is one terrific pig. We had a barn fire about a year ago and believe it or not, Winslow went into the barn and dragged my two-year-old son Jimmy out by the scruff of his neck. Probably saved Jimmy’s life.
So, the visitor surmised. Winslow must have injured his leg in the fire?
No, the farmer said, but when you have something that good, you only want to eat it a little at a time.
A lot of businesses today are generating their profits by eating their own customers a little at a time. Response rates continue to decline generally, across all forms of outbound marketing, while customers themselves feel less and less loyal to the brands they deal with, so their lifetime values are declining, as well. Why?
It’s really very simple. The overwhelming majority of businesses measure their financial success based on current sales and costs, while customers are focused on the customer experience they anticipate.
But the ROI of delivering a frictionless customer experience isn’t reflected in a company’s current-period sales. When a customer has a frictionless customer experience she becomes more likely to buy the brand again and more likely to tell others about the brand, and the cash effect of these benefits won’t be realized until some financial period in the future. They represent an increase in the customer’s current lifetime value, but not in her current purchasing.
The problem is that there is an inherent conflict – a tradeoff – between a customer’s current-period purchases and her lifetime value. For one thing, successive outbound marketing campaigns will inevitably suffer from diminishing returns, as the most likely customers buy first, so the population of remaining customers becomes less and less likely to buy. But in addition, the more aggressively a business tries to promote its current sales, the more resistant its customers will become, perhaps even feeling pressured and losing trust in the marketer’s motives.
Most companies don’t have analytics systems refined and ambitious enough to estimate the magnitude of an increase in a customer’s lifetime value, so they ignore it altogether. Instead, they focus solely on the dollars-and-cents involved in this quarter’s transactions. They are laboring under the ridiculous idea that the more easily measured something is, the more important it must be.
The result is that businesses are still, even after the financial crisis, obsessed with short-term results. In sales and marketing terms, it means they are simply eating their own customers, a little at a time.
If your business is operating this way, here are a few things you can do to deal with the problem:
  • Improve your customer analytics function, to ensure that average customer lifetime value is regularly measured (at least quarterly, if not daily) for a variety of different customer segments.
  • Then track changes in lifetime value over time, in order to understand the actual financial value created by improvements or changes in the delivered customer experience. (Use test-and-control mechanisms to try to eliminate, as far as possible, non-relevant factors.)
  • Introduce some non-financial metrics of success, in addition to the financial metrics of sales revenue, costs, and profits. NPS, customer satisfaction scores, and other voice-of-customer metrics can be correlated with changes in customer lifetime values, and over time this will give you a useful "shortcut" for estimating the real ROI of improvements in the customer experience.
  • Be sure to get the CEO’s commitment to these efforts, as well as explaining the program to shareholders. Otherwise, these kinds of metrics will get thrown out again the very first time your company’s short-term results decline.
If you continue to focus entirely on current-period financial results, you will be gradually depleting the customer lifetime values available to your business. And you really don't want to be in the business of eating your own customers, a little at a time.

Top 6 social media business cases that produce the highest ROI

Data-Driven Pinterest Tactics that Drive Sales

Data-Driven Pinterest Tactics that Drive Sales

People love to talk about the ROI from social media. But ROI doesn't just fall from the sky. If you want your social media efforts to drive actual sales, you need to understand how your customers and potential customers actually use social media in their purchase process. And once you have that understanding, you need to tailor your social media strategy so that it pushes your customers towards a purchase.
The latest issue of the Harvard Business Review shares research findings that can help you tailor your Pinterest strategy. How Pinterest Puts People in Stores, which I co-authored with my Vision Critical colleague David Sevitt, shows the impact of Pinterest on purchasing. As part of a larger study that compared the impact of Pinterest, Twitter, and Facebook on sales, David and I uncovered patterns in Pinterest use that point towards the following best practices for businesses using Pinterest:
Combat showrooming. Retailers often worry that the Internet has turned brick-and-mortar stores into little more than showrooms: places where customers maul the merchandise and pester salespeople for advice before going online to buy the same products at a lower price. But our study of social media-driven purchasing showed that social media sends more customers into stores than the Internet pulls out: 1 in 5 Pinterest users has bought something in a store after pinning or liking it on Pinterest, and 1 in 3 Pinterest users under 35 has done so. If you want more people walking through the door of your store with a purchase in mind, design your Pinterest strategy to send as many people to your stores as to your website.
Drive personal pinning. While 60% of Pinterest purchases were discovered on Pinterest, the vast majority were discovered through the boards or streams of regular human beings: 19% of purchases were discovered through a friend, and 24% through a stranger, compared to just 7% being discovered on a retailer's Pinterest board, and 10% through Pinterest search. That means you can't rely on your own Pinterest presence to drive significant sales, and instead need to think about how to drive repinning (where your viewers and customers share items they find on your pinboards to their own pinboards). To encourage customers to pin items from your site to their Pinterest boards, make sure you include a "share on Pinterest" button on every product page, and consider running promotions to encourage pinning (some examples here). To let your customers know that their pinning is appreciated, pay extra attention to the people who share your content the most, by repinning and liking their pins.
Pack images with information. One of the major ways Pinterest influences purchasing is by providing additional information about a product. Any visitor who comes to your site from a Pinterest link should land on a page with relevant information about the product. Better yet, save them the trip by embedding product information directly in the images on your website and Pinterest boards, either with text or (better still) visual cues about product ingredients or usage. For example, compare two images from the Williams Sonoma site, and you'll see that one of them instantly conveys the utility of a new kind of measuring cup, while the other leaves you wondering — but it's the latter image that the company features on its own product page. Featuring the image that contains the most information about a product is the way to succeed on Pinterest.
Pin that deal. Our Pinterest data was drawn from a larger study of nearly 6,000 social media users who also told us about the impact of Facebook and Twitter on their purchasing. But where 37% of Facebook users and 32% of Twitter users say that those networks helped drive their purchase by alerting them to a deal, only 19% of Pinterest-driven purchases involved finding a sale or deal through the site. This suggests massive room for growth by incorporating sale notifications into pinnable product images, or conversely, by enhancing the design of online sale announcements so they are charming or informative enough to get pinned.
Engage with recent pinners. More than 40% of Pinterest-inspired purchases are made within one week of pinning, and 80% are made within three weeks. That means your best window for nudging customers towards purchase is within one to three weeks of the moment when they pin one of your products. This is the time to reach out to customers, ask if they need more information, or simply thank them for sharing. If you're in a business with high-value transactions (like real estate or car sales), it's well worth following up on the indication of interest represented by a pin by using Pinterest's own analytics or a third party tool to see who is pinning items from your site or pinboards. If and when Pinterest finally releases its long-promised API, expect to see the emergence of tools that can automate or facilitate this kind of tracking and response.
Talking to Pinterest users about their Pinterest-inspired purchases helped identify specific business tactics that align with the way people actually share and shop online. Explore the infographic for more insight into how people use Pinterest in their purchasing process, and you may find your own proof of social media ROI.
More blog posts by Alexandra Samuel