ROI? Yes. We Can Track That.

ROI

Your community. They support you. They cheer you on. They share about what you’re doing to make the world a better place. They buy your products and services. And…they’re talking about you even if you’re not present. So why do you executives have such a hard time getting behind social media intiatives?

The answer I hear most is – “We can’t track the ROI.”

I’m pretty sure a kitten dies every time the phrase is even uttered. So if you care about kittens at all…stop using this as your reason for not investing in healthy, vibrant online community. The truth is- there are many ways to track the ROI. And there are many ways to interpret what ROI means within your organization.

Let’s break it down.

Being the source of knowledge in your field keeps you top of mind to consumers. They may not be in the market for a new (insert product here) yet, but when they are, YOU are who they’ll come to first. Why? Because you’ve created a digital community with relevant and sometimes entertaining content. You engage with your community and you show that you care when something goes wrong. What’s the value of that? It’s invaluable.

Once a consumer begins to make their way down the sales funnel – it is possible to track. There are tons of tools out there that will document the customer journey down to a single tweet. This journey can be segmented too. Are you having a sale on gold bracelets? There are technologies that will allow you to see who opened your last email with gold braceletes as the header image. Now you’re tracking gold-loving customers. Being able to segment your online customers and tailor individual messages through not only email, but also social media, use to be a pipe dream. Now it’s a trackable reality.

There are plenty of items in your marketing budget that are hard to track the ROI on. For example, it’s extrememly hard to measure the result of PR. Yet, every marketing budget has a line item for PR with no problem. It’s just something that has been accepted as the cost of business. Digital marketing – social media in particular – needs to become an accepted cost of business. According to a recent HubSpot poll – “87% of Gen X’ers (30 to 44 year olds) and even 70% of those ages to 45 to 60 think brands should, at the very least, have a Facebook page.”

So let me ask again – Why do executives have such a hard time getting behind social media initiatives?

Brands that aren’t investing in building their online community are falling further behind each day. Not only do customers expect you to respond via social media but they now expect service along every step of the buying process. Customers want a personal relationship with their favorite brands. And – if you’re not talking with them, they’re still talking about you. Don’t you want to be there to support that?

Executives – get on board. Enlist the help of a specialist, not a random intern. Start building your online community. If you already have an online presence, improve it. Grow it. Show your customer that you’re there for them. You may not be able to track the value of their respect for you, but you can track the end result of the journey.

 

*Note- My original post was published on the Creation Agency blog on 2/24/16.

The Things You Learn When You’re Sick in Bed

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I have a cold. Not a big deal. I know. People deal with much larger things than a cold on a daily basis. But since I’ve been home in bed with this cold… I’ve learned a thing or two and I wanted to share them with you! When you’re stuck in bed and your main form of entertainment is scrolling through Facebook…

1. You learn a lot about the people in your circle of friends!

In the last two days… I’ve discovered that several people I know have gotten married, had babies, gotten engaged, purchased homes, are dealing with loss, and are reveling in successes. It’s not that I didn’t know these things before… but I learned more abut them in greater detail. It’s one thing to click like to show your support of a friend buying a new home, but it’s another to actually read several of the updates that followed that post and leave a real comment. I’ve decided that I’m going to try and take more time to keep up with the lives of the people around me and genuinely share in both the joy and pain with them. No more random likes! Maybe. Mostly.

2. It’s ok to call someone a dick.

No really. It is. A colleague in this space that I call my work, Marc Ensign, wrote an amazing post about a neighbor named Dick, who was a really great neighbor. Dick welcomed Marc’s family to the neighborhood when they moved in. He had a list of important phone numbers, he let them borrow things they needed and he remembered their names! *gasp* I love how Marc relates this to our social media communities. And he is so right. We should be welcoming to the people in our community. Not because we’re paid to. But because we enjoy it. I realized after reading this article that I’ve been a Dick all along. In a good way! Let’s all be the Dicks in our neighborhoods! I’m glad that I stumbled across this post with a little help from Facebook this morning!

So there you go. Just a couple of short things that crossed my mind as I’m attempting to get some rest. It all ties in with the message that I’ve been trying to share with those around me. It’s ok to give of yourself. Even in business. So what if social media is your job? That doesn’t mean that you stop caring about the people around you. Be a friend! #giveyou

xo

Kelly

Why I Do What I Do

*Originally published by Kelly Loubet on EverydayChildhood.com

I’m asked on nearly a daily basis if I can help someone start their business. Help grow their blog. Help manage their Twitter. Help write a blog post. Why? Because I’m pretty darn good at what I do. No… I’m not on any top social media guru lists. In fact, most of the time, I don’t ask for credit at all. I do what I do, because I love it. And I love people. And I love seeing people succeed.

Yes, I do have a pretty extensive speaker resume. It’s nice to be recognized as an expert in your field. But it was only recently that I’ve been asked to attend some pretty prestigious events as a social media influencer and not as a parenting blogger or a foodie. After almost 10 years… I feel like I’m earning my spot among some of the top people in my field and weirdly enough… they’ve been my friends all along. From blogging to community manager, to marketing strategist, to Director of Social Media Marketing… it’s been an amazing journey and I’m not done yet!

How did I get to where I am?

I worked my tooshie off! I read (and still do) every single day about the industry. Study the competitive landscape. Test out new initiatives. Not all of them succeed as I’d like them to, but that’s how we innovate. I ask questions. Lots of them. And I attend conferences to keep my skills sharp. Without the network of amazing people I keep around me… I wouldn’t be where I am today. So…

I’m writing today to encourage you to attend one of the best conferences in the digital space: NMX- New Media Expo. April 13-16 in Vegas.

Whether you are just starting out as a digital entrepreneur or you’re as seasoned as I am… NMX is where you want to be. The speaker line up this year is beyond words! Some of my favorite experts in the marketing space will be sharing their insights- like Joel Comm, Marcy Massura, David Griner and Jason Falls. And some of my favorite bloggers and friends that came from the parenting space like I did – Cecily Kellogg and Amy Lupold Bair, Kelby Carr, and Katja Presnal. I came up through the ranks with these amazing women and I’m so proud to call them my friends! There will even be a few celebs- like Adam Carolla and Dennis Miller!

Bring your note pad and pen… (I’m an old fashioned note-taker) and soak it all in! I’ll even meet up with you for coffee or a drink of the adult variety! You can register by clicking the banner below… Yes… it is my affiliate link. I have a chance to win a spot at a very amazing travel conference… so I’m sharing it! I even have a discount code for you! Just enter kloubet20 when you’re checking out!

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If you decide to come and register… let me know! Shoot me a tweet @kellyloubet and we’ll connect! See you in Vegas!