Here I am presenting two scenarios. First scenario has two campaigns and the second scenario has three campaigns. This can then be extended to n campaigns.

Assumption: The campaigns are the only thing that influences a user’s conversion decision. I.e the landing page design, flow look and feel are either same for all campaigns, or has nothing to do with conversion.

Scenario 1: We have two campaigns A and B. The order in which a user can see the campaigns is AB or BA.

P(C|X) means probability of conversion given someone has seen campaign X. Where X can be A, B, AB or BA.

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Scenario 2: We have three campaigns A, B and C. The order in which an user can see the campaigns is ABC, ACB, BAC, BCA, CAB and CBA.

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I would really appreciate any feedback on the feasibility of this model.

In an ideal world every initiative could be measured by its impact on the company bottom line. Only a few companies have been able to do this successfully, by using creative techniques. TGI Friday’s comes to mind as a great example. But for the rest of us with smaller budgets social media interaction can only be tracked back to ROI if we could trace the footsteps of visitors to social media pages all the way to their visit to a website. From then on we could identify any conversions that they initiate and can measure their direct impact on revenue.

We could look at

1. Engagement to conversion –> Amount of engagement on Social media site(comments, posts, discussions etc.) before a customer converts
2. Conversion behavior analysis –> What are some of the behavior characteristics of profitable customers, any correlation between net promoters and lead generation,
3. Lead generation per active user –> How many leads to the website does one active user generate (fan requests to friends)
4. Conversion post social media interaction –> If an existing visitor to a website is more likely to convert after softer social media interaction(blogs, forums, fan pages etc.)
5. …and many more

One way to track visitors going from social media sites, would be for social media sites to place a cookie on a visitor’s browser, which tracks the visitors behavior just like any other web analytics tool. Let’s assume Mybook is a social media site. Mybook places a cookie on a Mybook user’s browser. This cookie will enable Mybook to identify all ad impressions, group memberships, fan pages that this user has interacted with, without of course recording any personally identifiable data. Mybook will also have to place tagging code within a company’s website to track Mybook visitors who go to that website. Let’s assume, Acme.com is a website that has Mybook tagging code implemented. John Doe is a Mybook user and has been a fan of Acme fan page for a while now.  When John comes to Acme.com Mybook cookie identifies him as a Mybook user and passes that information to the website’s native web analytics code. A mechanism like this will help us identify the footsteps of a person all the way from Mybook to a purchase on Acme.com.  This helps us easily measure social media return on investment.

However in absence of the above features we can still use other measurements to track social media effectiveness. There is no one metric that would help measure social media interactions. Different channels require different approach. Here are some examples of how you might track different social media channels.

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This is by no means an exhaustive list. So feel free to comment and add more to the list.

With the consumer movement towards real time information sharing, consumers want more information sharing and interaction capability with less effort. Keeping this consumer insight in mind the new Motorola Cliq has combined all the applications that a user might need to interact with his/her friends and network, accessible to the user on one page. Apart from its innovative software platform this phone also has a QWERT keyboard, a 5 mega pixel camera with video recording capabilities, a full HTML Google browser, Google maps feature, GPS, built-in music and video player to name a few.

So who is Cliq’s target market?

The Motorola Cliq is available for free with a two year contract with T-mobile, or for a price (rumored to be $399) without the contract. T-mobile’s target market has disproportionately high number of young consumers, whom they call “social youth”. Much of T-Mobile’s advertising efforts are also geared towards the younger more connected generation. Finally with a price point that’s lower than its peers and free phones like the Motorola Cliq, designed for the social generation, T-mobile is truly a phone for today’s social youth.

So given the features of the Cliq and it’s partnership with T-mobile it’s safe to say that the Motorola Cliq’ target market is young consumers who want to stay connected with their network, and want to stay on top of everything new that’s happening in their network without having to log in to each network separately.

Will it Cliq?

The US teenage population is always in the cutting edge of technology and highly active in most of the social networking sites. According to a study published by Pew Internet & American Life Project about 55% of all American teens aged 12-17 use online social networking sites. Another study published by the AC Neilsen company shows that among teens aged 13-17, 83% of mobile media usage is in the form of texting. Given this information Motorola Cliq with its social features seems to be well positioned to succeed in the teen mobile market.

However, I also want to point out that currently only a small percentage of the US smartphone market consists of teenagers. This is mainly because of the cost associated with smartphones, however with Motorola Cliq coming free with a T-mobile service this barrier could be easily crossed and Motorola might be able to redefine this market and increase the usage of smart phones among teenagers.

According to the AC Nielsen company mobile services used most by teenagers include text messaging – 83%, MMS – 56%, Pre-Installed Games-45%, Ringtone downloads- 43%, Instant Messaging – 40%, Mobile Internet – 37%, Screen saver download – 33%,  Picture download – 32% and so on. So as long as the Motorola Cliq provides novelty and ease of use with these services the phone will be attractive to the teenage population. And as mentioned before the social networking integration is an added huge bonus.

While the Motorola Cliq has many ingredients to be successful, it needs to generate buzz, build a personality, create a cool factor in order to actually succeed. The Cliq needs to create buzz among its core target by attracting teen opinion leaders and early adopters and converting them into brand evangelists.

1. Social Networking: The Cliq needs to have a heavy presence in facebook, myspace and other social networking sites. My initial search returned a Facebook page for the Cliq with only 13 users and the Cliq also does not boast a dedicated Twitter account. This is a little concerning to me; if the Cliq wants to attract heavy users of social networking sites and wants to differentiate itself as the “it” phone for this demographic then it needs to have better presence in the social networking sites.
2. Crowdsourcing: Cliq can have design contests engaging and interacting with its customers, thereby creating awareness and interest.
3. Brand ambassadors: Motorola can select brand ambassadors and give the Motorola Cliq to these select few opinion leaders, to increase product visibility.
4. Feedback: No product is perfect in its first version. Motorola can ask for constructive criticism from the Cliq users; this will help enhance the features of the Cliq, in subsequent versions.
5. Entertainment: Motorola can equip the Cliq with free innovative games, and software. A good game that catches on can further differentiate Cliq from competitors.

These are just a few ways Motorola can give the new Cliq some marketing ammo to complement its great features.

I am personally a great fan of Motorola phones, and hope that the Cliq succeeds. But only time will tell whether the Cliq clicks for Motorola or not. In my opinion they have a great product (may need some tweaking, but that’s what Version 2, 3 and 4 are for), and now needs a great marketing strategy.

All the best to the Motorola Cliq!

As always please leave a comment. I would love to hear from you.