Posts Tagged ‘ROI’

The Cart and Horse of Social Media ROI

  For some reason, it seems that a good deal of brand marketers expect their promotions on underdeveloped social media channels to drive immediate ROI. Unfortunately, that mindset seems to me like putting the cart before the horse. Why Television is a Wagon Full of Hay Most C-Level executives would probably agree that dollars invested in buying ad spots on networks like NBC, ABC or Fox tend to produce results that move the needle on the bottom line, generating a sizable ROI, even when the investment is millions of dollars. When you think about it, that makes sense. There are millions upon millions of people that tune in every morning, afternoon and evening to watch their favorite shows. Humans have been conditioned by television networks to do so. With that, there are key lessons related to television networks that also apply to any brand’s presence on social networks like Facebook and Twitter: Television networks has been around for decades, having billions of dollars invested over time to build networks like NBC and ABC as attention empires. It’s the content on Television in the form of sitcoms, reality shows, news casts and other programs that draws the audience and keeps their attention, not the advertisements. No one tunes into NBC, simply to check out their favorite commercial. Consistant programming and scheduled times for shows creates expectations in the mind of viewing audiences. For instance, my family knows that Modern Family airs every Wednesday evening at 9PM EST. We’re usually on the couch by then. Take Good Care of Your Horse Well cared for horses tend to pull heavy loads. Before brand marketers can revert back to the 4 P’s that lead to real business results, it’s be wise to make an investment in growing and activating the brand’s channel on the social media networks. How you ask? First, [...]

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This Week in Columbus: Panel Discussions, Gen Y & Social Media

This is a cool week for us Gen Y kids in Columbus.  Starting on Wednesday, I’ll have the chance to to sit with other sharp members of my generation on three different panels at Columbus business events. That last sentence puts a BIG, smily emoticon on my face. I’m smiling because I’m proud of us Gen Y kids.  More often than not, we get a bad rap in the news.  We’re seen as lazy, needy and a generation that mooches off the hard work of our parents.  We’re the generation that expects everything to be handed to us for nothing. What else do you expect?  Our entire generation was given trophies for simply showing up to the game.  We were paralyzed by “inventive spelling,” MTV, the antics of Bart Simpson and serious addictions to Mario Brothers (Happy Birthday, gentlemen!).  It’s no wonder we were doomed as lackluster failures from the time we were kids. Yet, on three different occasions this week, business folks in Columbus want to hear what Gen Y has to say about making money, public relations and brands.  Columbus business folks have given us a thumbs-up, signifying that we actually do have expertise and knowledge to share with the greater business community.  Have Columbus’s Gen Y professionals finally earned enough respect to be heard and valued?  It would seem so. That’s cool, and it makes me smile.  Go get ‘em Gen Y!  Woot! All gloating aside, if you are in the area make sure to check out some – or all – of this week’s events, where Gen Y will be showing what we’re really about. BusinessWire – Social Media ROI Event: Being Seen is Not Enough The first event takes place on Wednesday, September 15th, at the Ohio State University Fawcett Center.  BusinessWire has arranged a session with Dave Culbertson, Lora Deeds, Amanda Murphy and myself. [...]

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ROI of a Sandwich & Why Katzinger’s Deli Knows Customer Experience

On all fronts, Columbus-based Katzinger’s Delicatessen is the best in the world.  At the very least, they’re the best in the Midwest.  Hands down, their sandwiches and other foreign delicacies are absolutely worth talking about. But tonight, they caught me off guard.  One human being working behind Katzinger’s counter made my entire evening better.  Please watch… How do you measure the ROI of one single sandwich and one side of macaroni salad with a total cost of about $13.00? One glowing Yelp review (it matches nicely with the other 52 positive reviews for Katzinger’s) Three delighted tweets singing praise for a wonderful experience A pleased and newly-crowned Foursquare Mayor (thank you, Cheryl Harrison) One blog post to a fairly good-sized reader base in the local Columbus community, but also with readers across America, the U.K., China and Germany (brought to you by the wonders of Google Analytics) A long-term future of ongoing client lunches, prospect meetings and family outings where multiple sandwiches will be purchased, along with soft drinks, chips, potato salad and the occasional chocolate brownie The story you see in the video will be presented to audiences at multiple speaking events across the U.S., as a glowing example of how businesses can gain long-term benefits by focusing on customer experience and not just on short-term dollars and cents One happy and loyal customer who works right down the street and will visit frequently Thank you, Katzinger’s.  You made my night… nateriggsLike what you just read and want to get my posts delivered to your inbox? SUBSCRIBE HEREMore Posts Follow Me:

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