The state of the social funnel

Lululemon using Twitter for retention

Lululemon is using Twitter for customer retention.

There’s been a flurry of social platform changes in Q4 2016 across Instagram, Twitter, Facebook and Snapchat, as they scrabble for social relevance for both consumers (platform participants) and brands (platform advertisers). These social platforms are investing heavily in new products and technologies that allow brands to reach consumers at every step of the purchase funnel, from awareness to conversion, a far cry from where many of thees platforms started – not necessarily with monetisation in mind, trying to build a frequently visiting user base. Question is: which brands are doing it well, and which social platforms are they using at which points in the customer lifecycle?

This snappy video, courtesy of L2 is an introduction to their 2017 Social Intelligence Report and they also have a beautifully designed interactive diagram you can play around with here.