ROI in Social Media

So I’m back and boy has it been busy. I know that many of you enjoyed the 30 day project and thank you for all your support. I now am doing a 40 day project where I am attempting to write 5 pages a day for the next 40 days to finish my book, Get It Right Social. Wish me luck. This is happening with a group that I belong to called highachievers we are taking this journey and it is founded on the book The Ripple Effect by Doug Grady. I’ll let you know how it goes.

So ROI (Return on Investment) in Social Media.

Social Media

There has been a lot of talk lately online and elsewhere about “Does social media work?”. What does it do for our bottom line? Seems like this conversation has been going on forever but businesses are now trying to fit Social Media into a business model that generates income. Because at the end of the day all businesses are in business to make money, right?

According to a recent article by Kim Garst on The Huffington Post “Facebook vs. Twitter: The Battle for Social Media Dominance”  Kim states “…So many businesses are looking for an immediate ROI that they are not looking beyond this to the real value of building a connected community through the power of social media.”

When did businesses start forgetting about where the money comes from? We have a key learning concept in the Elite Consulting that we do for a Fortune 500 company and its stated like this:

Individuals make buying decisions. Companies and committees do not.

Social Media’s biggest ROI is in building trust and loyalty from the individuals that you interact with in Social Media. It is the companies obligation to determine what platform their audience is on and focus on those platforms in building trust and loyalty in order for them to buy their products or services.

So the ROI is the individual so here is a quick way to determine ROI. Determine the amount of money that each customer represents to your business. This can be an individual or a business (because remember individuals make buying decisions; companies and committees do not) so businesses are made up of individuals. Then determine how many customers you need to make your quarter or year. Then look at your active engagement of individuals on social media and then if you know your closing ratio you can determine if Social Media is giving you the ROI that you are looking for.

Social Media takes longer than your normal advertising campaign on traditional media to see the ROI because you have to build trust with the individual. Think of it like this. The first time you went on a date you didn’t ask the person to marry you, or sleep with you (ok you might have asked that) but chances are the answer to both questions on the first date would have been NO. So give it time. You have to build trust and you can do that by asking your audience to immediately buy your services. You have to give them information that adds value to their daily lives before you can ask them to buy something.

Audience is king. They are determining the next generation of technology, innovation and yes how you get to sell your services or products. So don’t ignore the INDIVIDUAL when it comes to determining your ROI!

0006t (1)Les Adkins is the CEO of Orange SMS Consulting and an International Social Business Strategist, speaker, consultant and author. Bringing strategy and whole brain thinking to creative campaigns and social media through his work. Also two-time Tough Mudder finisher. Please follow @mysylbert and connect on LinkedIn Join us on FB and Google+ as well.

 

Day 27 Getting Back To My Roots – Digital Presence (revisited 2013)

So we are getting closer to the end of the 30 day journey and let me tell you this one has Finishdefinitely been a roller coaster ride with all the highs and thrills included. Since I focused in on this second time around, 30 day journey, there have been some life changing events that have taken place in a very positive way.

Yes my digital presence has expanded from what it was in 2011 and it is getting ready to take another significant jump upward. (You’ll have to wait and see as I can’t share with you all that is happening quite yet.) So if you have strayed off course or need to sit down and re-focus I highly recommend you take the time to do it. Also if you have someone close to you, that you trust,  have them give you a good kick in the ass. Sorry for the language but that is exactly what happened to me and I owe my wife a lot for that one-act. So enjoy and always remember to do what your gut says and the rest will follow!

OLYMPUS DIGITAL CAMERALes Adkins is the CEO of Orange SMS Consulting and an International Social Business Strategist, speaker, consultant and author. Bringing strategy and whole brain thinking to creative campaigns and social media through his work. Please follow @mysylbert and connect on LinkedIn Join us on FB and Google+ as well.

(Original Post – Posted on November 9, 2011)

SocialSo I  train others on how to create an online presence. So why do I only have 237 likes on FB, 329 followers on Twitter and  468 Connections on LinkedIn. Well there are several excuses I could give. The best one is; that I believe in engaging your audience and yes, I truly believe that Size Does Not Matter.

But building an online presence takes work and time. So I am not a big fan of excuses so I’ll just admit that I have not put the time and work into building my online presence.

So part of this 30 day journey is realizing where you need work and what you need to work on. So here are 9 quick tips for Branding yourself or company online from Bob Baker.

  1. Define your brand up front.
  2. Lead with what you do, not who you are.
  3. Use a real person as a figure-head.
  4. Develop a fan-club mentality.
  5. Make good use of words.
  6. Make sure visual elements reinforce your identity.
  7. Become a one-stop destination.
  8. Publish an e-mail newsletter.
  9. Be visible through online forums.
Go to 9 Ways to Create a Rock-Solid Brand Identity Online to go into more detail regarding the above tips.
I still believe that engaging your followers or connections is far more important than having a large following. But there is a lot of noise out there claiming that a “Social Media Consultant” should have a large following. Although I completely disagree with this philosophy and believe engagement and strategy out weigh the size of your following I need to be able to silence the voices from a position of strength.
So if you can help me out by doing one of four things:
  1. Like my FB page
  2. Follow me on twitter @mysylbert
  3. Connect with me on LinkedIn
  4. And if you are on Google + add me to your circles.
If you could help me out I would really appreciate it. After my 30 day journey I will be spending more time on building my own online presence.
So whatever industry or field you are in, go back to your roots and see what you need to work on.
Who We Are

Day 18: Branding Yourself or Your Business (revisited 2013)

So since I wrote this a lot has happened with my company and also with social media. The whole Social Media hemisphere has expanded; platforms have been acquired by bigger companies and a lot more emphasis has been put on marketing (stay tuned for other blogs that explain why social media is being under utilized as a business process) and also more than one expert out there is trying to have you purchase their programs to help “Brand” yourself or your company. I must admit that I have used some of these services to help my own branding – some have worked and some have not, I’ll let you know how the latest program I’m working on works out. I like this guys approach because it is outside the box and a little irreverent (Ben Angel – Sleeping Your Way To The Top in Business) . One of the biggest trends we see happening is that organizations need to grow their digital presence and also work more on engagement with their audience as opposed to growing the size of their social media connections,  fans, and followers.

The point being that with all the different types of ways to get yourself and company out there from a branding perspective you must do something to set yourself apart. Check out my original post and let me know your thoughts.

OLYMPUS DIGITAL CAMERALes Adkins is the CEO of Orange SMS Consulting and an International Social Business Strategist, speaker, consultant and author. Bringing strategy and whole brain thinking to creative campaigns and social media through his work. 

(Original Post – Posted on October 25, 2011)

So the American Marketing Association defines a brand as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller.

-Wikipedia

Livestock branding is a technique for marking livestock so as to identify the owner. -Answers.com

BrandSo what is Branding when it comes to yourself or business? There has been lot written about this. If you Google “Personal Branding” you will see over 2 million results. If you Google “Brand Your Business” you will receive over 620 million results.  There have been books written on it and entire careers built around helping others “build their brand”.

So Branding Yourself and Your Business is vital with today’s online influence. So the question becomes how? Well the good news is that it is a  lot easier to brand yourself in today’s digital environment than it was 10 to 15 years ago.  Here are some great ideas that I found from a blog titled :

Brand yourself: whether you work for a corporation, run your own business, or freelance, use your name to gain significant power and influence – Career Management by Ann Brown

Step 1: Find your niche.

“Do this by ‘looking at the patterns of your life’, Norma Thompson Hollis” There are certain themes that keep popping up in your life. This might be your brand.  In the last several years I have begun the process of branding my name and business as a leader in Social Strategy, Entrepreneur, Author, Trainer and Speaker. My favorite line that I say when people asked me how I go here is “I survived corporate America”.

Step 2: Is your Brand marketable?

Max D. Ellzey, Ed.D., owner of Culver City, California-based The Ellzey Group and president of the Los Angeles chapter of Professional Coaches and Mentors asks his clients “What need can you satisfy better than anyone else, and how much are they willing to pay you for satisfying that need”. I keep asking myself that question and it is a question that you need to keep asking yourself continuously as you define your identity.

Step 3: Seek professional help.

There are many sources to help you in your search for the right professional help. You can find a coach through (www.coachfederation.org) fee based , your local chamber of commerce or SCORE (www.score.org) free resources and tools.

Step 4: Promotion, Promotion, Promotion.

Speak or hold a seminar for free. “Test your skills and get feedback. It’s also an opportunity to sell your product or services.” Ellzey suggests. Brendon Burchard has a great series on how to become an Expert in Expert’s Academy, author “The Millionaire Messenger”. After you speak for free paid offers of speaking may follow. Also start posting online in groups that are where your audience is or where others are sharing information regarding your particular field of expertise. Join in on the conversation and discussions. Be active, be aware and be persistent.

Step 5: Branching your brand.

To take your brand in other areas partner with other organizations and companies. This is a great way to branch out your brand. But be very specific and picky when creating strategic alliances.  Make sure the alliance can help move your brand forward.

Step 6:  Going beyond the brand.

“Once your brand has become popular, look for ways for it to sell itself”, says Ann Brown. The “4 hour work week” by Timothy Ferriss discusses ways of “Outsourcing Life” and creating Automation. “Be careful, however, not to spread your brand too thin” says Dr. Barbara Walton of KTD Coaching Services, “especially if it isn’t in alignment with your vision”.

So go forth and brand yourself cowboy or cowgirl! Set yourself a part from the crowd.

Who We Are

Disclaimer: I am not directly associated or receive any compensation from the people or sources mentioned in this blog. 

Create Awesome Content!!!

Got your attention? Well this is a very quick, down and dirty blog. Lately I have been inundated with offers claiming to have that magic pill to help me with my Social Media Presence, Strategy, Posts, Content, Marketing and the list goes on. They entice you with headlines like the one for this blog, sorry about that.  Now I could be a real Jerk and name some of the companies and people I am getting offers from, but… I won’t. I learned a long time ago that the only way to win is to be better than the other guy or company who is telling everyone why your company is so bad and how they don’t really have the best of ______________ (fill in the blank).

So What Do You Do? With all these offers and guarantees?

How do you get through all the noise and find the right thing to do to get ahead in whatever business or endeavor you are doing without shelling out a lot of money to the wrong people, companies or offers? Yes I am talking to myself as well. I have paid for bad information, technology and other stuff along the way.

I heard a great line the other day in a movie. “If you want to make a lot of money; Work your Ass Off!” Friends with Benefits As in life so as is in business, there are no short cuts! A friend of mine posted this about someone trying to help businesses out with Social Media. “Liar” by Doug Grady. 

The point is simple; work hard, build trust, and be a real person in order to add value to your community. (This Goes For Businesses Too) And yes come back and continue reading these posts and I will help you with all of the above. For just the time it takes you to read this post and if along the way you find value please share this with others.

It is a new world and for all the good, bad and ugly the new currency is TRUST!

Yes folks I have been away but I am back. Hope you tag along on the second part of my continuous journey.

Les Adkins is the CEO of  Orange SMS Consulting and an International Social Media Strategist, speaker, consultant and author. Bringing strategy and whole brain thinking to creative campaigns and social media through his work. Please follow @mysylbert and connect on LinkedIn Join us on FB as well.

Day 18: Branding Yourself and Your Business

So the American Marketing Association defines a brand as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller.

-Wikipedia

Livestock branding is a technique for marking livestock so as to identify the owner. -Answers.com

So what is Branding when it comes to yourself or business? There has been lot’s written about this. If you Google “Personal Branding” you will see over 2 million results. If you Google “Brand Your Business” you will receive over 620 million results.  There have been books written on it and entire careers built around helping others “build their brand”.

So Branding Yourself and Your Business is vital with today’s online influence. So the question becomes how? Well the good news is that it is a  lot easier to brand yourself in today’s digital environment than it was 10 to 15 years ago.  Here are some great ideas that I found from a blog titled :

Brand yourself: whether you work for a corporation, run your own business, or freelance, use your name to gain significant power and influence – Career Management by Ann Brown

Step 1: Find your niche.

“Do this by ‘looking at the patterns of your life’, Norma Thompson Hollis” There are certain themes that keep popping up in your life. This might be your brand.  In the last several years I have begun the process of branding my name and business as a leader in Social Strategy, Entrepreneur, Author, Trainer and Speaker. My favorite line that I say when people asked me how I go here is “I survived corporate America”.

Step 2: Is your Brand marketable?

Max D. Ellzey, Ed.D., owner of Culver City, California-based The Ellzey Group and president of the Los Angeles chapter of Professional Coaches and Mentors asks his clients “What need can you satisfy better than anyone else, and how much are they willing to pay you for satisfying that need”. I keep asking myself that question and it is a question that you need to keep asking yourself continuously as you define your identity.

Step 3: Seek professional help.

There are many sources to help you in your search for the right professional help. You can find a coach through (www.coachfederation.com) fee based , your local chamber of commerce or SCORE (www.score.org) free resources and tools.

Step 4: Promotion, Promotion, Promotion.

Speak or hold a seminar for free. “Test your skills and get feedback. It’s also an opportunity to sell your product or services.” Ellzey suggests. Brendon Burchard has a great series on how to become an Expert in Expert’s Academy, author “The Millionaire Messenger”. After you speak for free paid offers of speaking may follow. Also start posting online in groups that are where your audience is or where others are sharing information regarding your particular field of expertise. Join in on the conversation and discussions. Be active, be aware and be persistent.

Step 5: Branching your brand.

To take your brand in other areas partner with other organizations and companies. This is a great way to branch out your brand. But be very specific and picky when creating strategic alliances.  Make sure the alliance can help move your brand forward.

Step 6:  Going beyond the brand.

“Once your brand has become popular, look for ways for it to sell itself”, says Ann Brown. The “4 hour work week” by Timothy Ferriss discusses ways of “Outsourcing Life” and creating Automation. “Be careful, however, not to spread your brand too thin” says Dr. Barbara Walton of KTD Coaching Services, (www.knowthedifference.com), “especially if it isn’t in alignment with your vision”.

So go forth and brand yourself cowboy or cowgirl! Set yourself a part from the crowd.

Les Adkins is the CEO of  Orange SMS Consulting and an International Social Media Strategist, speaker, consultant and author. Bringing strategy and whole brain thinking to creative campaigns and social media through his work. Please follow @mysylbert and connect on LinkedIn

 

Join us on FB as well

 

 

Social Media Intern – Why can’t they do everything?

Tracy Raiteri who I am connected to on Google + posted the below video and comments.

youtube.com – By Author of Socialnomics (Erik Qualman) a Social Media Intern’s take on Social Media ROI.

Originally posted by Vlad Gorenshteyn (Google +)

“If your boss is asking you the following questions:

- What’s the point of social media?
– What’s the ROI of social media?
– Why can’t we just hire an “intern” to handle all of this social media mumbo jumbo?

Then, you should ask your boss these questions:

- Would you like our brand to be around in a few years?
– What is the cost of not listening and properly responding to your customers on social channels?”

I personally  have spoken at several events and  sat on several panels discussing the above issue and get the same question- “Why can’t I just have an intern do everything?” (regarding social media)

I always stop and wonder how this person/company accomplishes their other work that is required for day to day business and the things that help that company be successful. So I usually ask them this question:

” How many interns do you have currently on staff?”

The answers I get range from 0 to 30 depending on the size of the company. I then ask:

“What do they currently do?”

This answer ranges greatly. Some do coding (technical), some do marketing, some work with promotion and writing and the list continues for mostly general work under the supervision of someone else.

Then I ask the pointed question:

“Would you let an intern run your entire organization?”

After the laughter settles I explain the following.

Social media is more than just creating a facebook page or twitter account or creating content to post. It is a way of communicating with your vendors, prospects, customers  and employees on a long term basis. It’s the new way of doing business.

In order to do this correctly and to maintain your brand you need a consistent message and this message needs to be part of your overall strategy. This strategy must come from the executive suite. It must include your objectives and have a defined audience. You also need to have a group (or the better option is to have all employees trained) to handle and listen to what your prospects, customers and employees are saying, and responding to those comments. It is a dialogue with your audience. This dialogue needs to be continuous and consistent. And you need to be honest about who is posting the information.

There are many companies that will help you in the implementation, and consultants that can help you with a strategy, but at the end of the day any social media needs to be generated from within by the overall organization.

How you handle social media will determine the health and longevity of your organization. There are lots of professionals out there who can help you navigate these new waters. Please don’t relegate your entire Social Media strategy and implementation to an intern.

Les Adkins is the CEO of  Orange SMS Consulting and a Social Media Strategist, speaker, consultant and author. Bringing strategy and whole brain thinking to creative campaigns and social media through his work. Please follow @mysylbert and connect on LinkedIn

Join us on FB as well

Last 5 Signs You Have Strong Social Media Consultant or Agency

 Social Media is a strange and bizarre world for some. When reaching out for help from a Consultant or Agency how do you determine who is good and yes who is bad and everything in between?

Hopefully this week we have given you some insight into determining a Strong Social Media Consultant or Agency and check out all 25 signs from the original blog, without my comments and some outdated examples. But a complete list.

Today we are going to give you the final 5 signs.

Here we go:

Are you ready?

“21. Understands the difference between social media tools and communications strategy (example: Rohit Bhargarva)

So Twitter, FB, LinkedIn, Tweet Deck, Hoot Suite, Vocus, Radian6 and other tools are just that tools. (some Great tools, though). A communications strategy relates to your audience and presents a cohesive message that causes action or discusses vital information open to dialogue among your employees, customers, prospects and vendors. So beware any organization coming in and saying you need to start posting on ….(name your tool) if they first don’t understand your company Objectives, who your Audience is and what you want that Audience to do.

“22. They won’t recommend blogging as a first step into social media (example: David Armano) and when you are ready to begin they consult you on how to be successful (example: Drew McLellan)

Blogging has had some bad press lately,  but it is not the first step in your social media strategy. Remember it is about your audience and your objectives and developing a strategy around those two factors. Your strategy is unique to you and your organization. Blogging should never be your only strategy for social media.

“23. Doesn’t allow clients to be affected by Shiny New Object syndrome (example Beth Kanter)

I once had a client who kept trying to get me to recommend the best monitoring tool out there for Social Media. I kept telling him that it is not about the tool but what you do with the information you get from the  monitoring tool/station/software.

Companies will always come out with a new shiny app, platform or other tool. Remember that whatever you use it needs to help you implement your strategy to your audience. Therefore your audience needs to be able to be reached by any new tool or shiny object you use.

“24. Understands that social media is more than just creating and delivering content or regurgitating existing promotional copy (example: Joseph Jaffe)

This is vital. If you are looking for someone to create content for you, you should go to an Ad Agency or marketing person that writes professionally (that is not social media). Remember it is about the conversation. Join the dialogue and join in your audiences dialogue. Even if they are discussing your competitor in a good way.

Remember social media is not about you, it is about your audience and their thoughts and opinions.

“25. Understands that social media isn’t the sole terrain of marketing or PR, and helps clients educate internally to other departments” (example Chris Brogan)

Social Media, beyond all the fun shiny new objects, is a way to build trust with your audience. This audience should include all employees, all customers, all prospects and all vendors- or at least be open to all. This goes well beyond PR and Marketing. SM consultants are currently facing a struggle in education and there are a lot of companies getting hosed by Marketing and PR firms claiming to do Social Media.

I tried to update the examples where I could and also add some additional insight to the original “25 Signs..”. My strong hope is that this helps you the next time you are looking for a ‘Strong Social Media Consultant”

Have a Great Weekend!

Les Adkins is the CEO of  Orange SMS and a Social Media Strategist, speaker, consultant and author. Bringing strategy and whole brain thinking to creative campaigns and social media through his work. Please follow @mysylbert and connect on LinkedIn