Now It’s Time to Show Social Marketing & PR ROI

Last week, Dr. Natalie and I opened our kimonos and showed Focus roundtable listeners how to determine a social customer service ROI. We moved beyond just talking about metrics to discuss how calculate the ROI by merging information from:

  1. Traditional operational activities and metrics.
  2. Social analytics.
  3. Business results when social media is applied.

We connected the dots to show the interrelatedness and dependencies across the different types of insights and how that translated into monetary savings for a client. And we compared those gains to the costs of the social program.

This week, Dr. Natalie and I going to do the same with showing how to calculate a social marketing and PR ROI on Focus. Join us tomorrow, on November 9 at 11 am PT / 2 pm ET!

**** If you missed the live event, catch the replay!

 

Social Media ROIs are excellent so get on with it

As a consultant, I often have prospects trying to buy my services by promising me leads or “exposure.”  Those results are beneficial but they don’t put food on my table or pay my rent.  Know what does?

Money does.

Now take what I just said and translate that to a company.  A business can’t pay its employees with tweets.  It can’t build a new factory paid for with impressions.  That takes money.

Are you really surprised then, when executives want a social ROI to forecast the revenue or savings potential from undertaking what could be a six- to seven-figure social investment?  They need to know how much Money Out and In to expect to run the business.

To me, any corporate initiative should be able to stand the test of economic analysis -- and no, marketing isn't excused.

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What Social Business ROI Really Means

I gave a seminar this week to a customer on social business ROI and am making a short version of the slidedeck available to everyone.

 

What Social Business ROI really means

Figuring out how to convert metrics into financial insights can be tough if that's not your area of expertise.  Contact me if you need help. Happy to.

 

Take ownership of your customer relationships

Who owns prospects and customers in your company?  Do you know?  Just as importantly, would folks in other departments give the same answer?

You need "yes" answers to all those questions or you'll mismanage your customer relationships.

To get to "yes," your customer-facing teams need good definitions of your company's Customer Life Cycle and Rules of (Customer) Engagement.

Let’s dish on strategies to propel your company's business success by spring boarding on well-defined customer relationships  – and then layer in the technology tools for managing the customer.

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2009 Top Marketing Trends – Social media conflicts

The Marketing Executives Networking Group (MENG) released the second annual Top Marketing Trends, conducted by Anderson Analytics, and they discovered what I think are conflicting results.

High ranking marketing muckity mucks are renewing their focus on the basics and are sick of hearing about the Web 2.0. 

Huh. That's kind of silly. How can you be sick of something that will help you extend the basics and give you more oomph? ...

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Salesforce.com leads vs contacts – mining social networks

One of my sales buddies made a professional commitment to use LinkedIn more actively as a tool to expand her network and generate leads.  She experimented with it the last few months to great success and wants to expand her community involvement.

She had been entering new LinkedIn connections as Contacts because of the diversity of connections she made, many of whom were not leads.  For example, she says her connections span prospective customers, prospective partners, competitors, referral sources, and other miscellaneous networking connections.

I counseled her to enter them all or most of them as Leads instead.  Here’s why...

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The real Value of B2B blogging

Last week, I had a pleasant exploratory chat with a potential blog service partner and they get the point of corporate or B2B blogging – and it’s not the same as B2C or personal blogging.  In the corporate world, using a blog to build community is only one benefit – and in my mind, it’s valuable but not the most important reason to blog.

Let’s talk today about the real value of B2B blogging and the reason behind that value.  From there, we’ll segue into a realistic overview of the time requirements needed to build a successful blog. 

The discussion will help you put your own company’s situation into perspective when considering whether blogging is the right avenue for your company to build community...

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