Your question about the placement of social strategies in the diagram is a good one. They are really littered about with regard to the drawing I did in the post. Each business will apply different social strategies to different parts of the funnel based on what their audience wants and what they have the resources to support. So, using video to increase usage is just one application of video in the post-purchase part of the funnel. PLUS, video can still be used as a raw traffic generator.

The key difference is that we are applying social strategies to more specific goals, and that focus, in my experience, will make them more effective.

–Brian

You are definitely asking the right questions – it’s not about traffic or prospects, it’s about engaging people.

But I am not sure I get the diagrams – are you suggesting that [ex] video is most appropriate for purchase, and social bookmarking is more appropriate for awareness?

Thanks for the comment. In my day job, I recommend specific strategies for Web marketing, but have been reluctant to offer social strategies. I’ve learned a lot from collaborating with Dave Evans. Now I have the start of a framework in which to recommend specific social strategies for specific goals.

–Brian

Please feel free to use the graphics, but be sure to reference Dave’s book, from whom I stole the basic funnel (pp 41-42).

Brian