I got an (unsolicited) email offering a webinar to teach me about how to
measure, and the importance of measuring, the ROI of social media.
TOTAL JOKE. And a bad one at that.
Social media, business social media, is running wild – with or without
you. Your customers and prospective customers are posting on Facebook
whether you have the balls to have presence there or not.
And I am not just talking to companies – I am talking to YOU – the individual.
CONSIDER THIS: Of all the grassroots revolutions that have occurred on
social media, none of them were started by companies or a governments.
They were all started by people – people who were excited, people who
were afraid, people who were pissed, and people who wanted change and
spoke up. They spoke over CEOs, media, newspapers, government,
lobbyists, and politicians.
HERE’S WHAT THEY SHOULD MEASURE:
LRI otherwise known as Lost Revenue (and goodwill and customer loyalty) of Idiots.
While Macy’s and most other department stores are/were measuring ROI,
Zappos is cleaning their clock, delivering value, connecting with and
responding to customers one on one, and building a billion dollar empire
in less time than it took Macy’s to expand to a second store 100 years
ago.
Webinars on the subject of ROI of social media are likely run by the
same people who thought Amazon.com wouldn’t make it. If Bezos measured
the ROI at Amazon in the first five years, he would have quit. He
accomplished domination while Barnes & Noble was measuring ROI, and
Borders was going broke.
Amazon now has total market dominance based on leadership, vision, and
technological excellence. Same with Apple. Microsoft used to laugh at
them, now their employees all have iPads and iPods at home.
Measure? No,
INVEST RESOURCES IN SOCIAL MEDIA WITHOUT MEASURING. NOW!
It’s way too soon to measure.
MAJOR POINT OF UNDERSTANDING: If they had measured the ROI of TV, or the
computer, or the automobile, or the telephone, or the Internet after 5
years, NOBODY would have gotten involved, and we’d be in a technological
bog – sinking.
Wake up and smell the opportunity!
People guarding nickels have no idea of the power or the value of
business social media, much less social media. They have no idea of the
lost opportunity, or the lost revenue. They have no idea of the
perception and participation of customers.
My bet is people who measure the ROI of social media HAVE NEVER TWEETED. Wanna take that bet?
I define these people as the ones who still have a small rubber circle
in the middle of their keyboard – completely out of touch with what’s
new, and trying to prevent the unstoppable force of progress, and
customers.
Wanna know who else “measured” financial return?
Blockbuster measured online movie services.
Blackberry measured smartphones.
Microsoft measured music players.
Billion-dollar MIS-MEASUREMENT: Bank of America DIDN’T measure or
understand the power of Facebook. They were greedily measuring increased
revenue from debit card customers. Their billion dollar loss paled in
comparison to their complete loss of goodwill. I doubt they will recover
in a decade.
All of those companies are/were foolish.
There’s one company you want to take their time, measure nickels, rely
on lawyers, and stick their big toe in the water before getting involved
– that one company is your biggest competitor.
Here’s an easy plan to get rolling in a week or two:
1. Gather the email addresses of EVERYONE in your world.
2. Create a first-class, well tagged with key words, business page on Facebook, LinkedIn, and Twitter.
3. Start a YouTube channel by inviting your customers to film WHY they bought from you.
4. Map out a strategy, and goals for engagement, for Facebook, LinkedIn, Twitter, and YouTube.
5. Assign someone to monitor, post, and RESPOND to all who engage.
6. Create six value-based messages, two each for Facebook, LinkedIn, and Twitter.
7. Shoot 2-3 value-based (something your customers could use) videos and post them on YouTube.
8. Invite all of your customers to join you by sending examples of your
value messages. I recommend one campaign per media for four weeks – but
have links to all in each email.
9. Post something every day on Facebook. Tweet something every day. Link with 2-5 people every day. Post one video a week.
10. If you really want to create some buzz, convert your contacts to Ace
of Sales (www.aceofsales.com) – and send emails that differentiate
yourself from the competition.
10.5 Only listen to your lawyer if they tell you what you CAN do.
Start there.
Start now.
Start.
Jeffrey Gitomer is the author of The Sales Bible, Customer
Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red
Book of Selling, The Little Red Book of Sales Answers, The Little Black
Book of Connections, The Little Gold Book of YES! Attitude, The Little
Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching,
The Little Teal Book of Trust, The Little Book of Leadership
, and Social BOOM!
His website, www.gitomer.com, will lead you to more information about training and seminars, or you can email him personally at salesman@gitomer.com.
©
2012
All Rights Reserved
Reprinted by permission of www.BuyGitomer.com
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