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Social Media ROI: What Are You Counting On?

By Mike Sansone on September 29, 2011 in Blog Coach, Marketing, Social Media with 0 Comments

Get your calculator out folks, we’re going to have class – and maybe I’ll learn something.

It’s understandable that businesses small and large are asking the question: “What’s the ROI of Social Media?” Heck, I’d wonder about you if you weren’t asking the question.

I sometimes answer this question with another question: “What would success look like – in other words – What is it you want to improve and how do we measure that?”

A blank stare.

We keep digging.

How many {phone calls, walk-ins, page views-to-shopping cart transactions, whatever …) does it take to make a sale?
What’s the sales cycle from initial contact to sale? How often (and in what way) do you scratch the itch within the cycle?
The average purchase per customer is _____
How do you ask for referrals?

A blank stare. Still?

Is it fair to say that to figure out the ROI of your social media play, you should have two things:

Know the ROI of other parts of your business, even down to the day parts
Know what area you want to improve (either increase profit or decrease cost)

Social Media is a powerful set of tools that can improve your bottom line (and top line). Do you know those lines?

Here’s an example (small retail store):

They want more customers (and it’s important to know: more customers or increase spend per customer)
We need to know how many “prospects” come in and how many sales are made.
Ideally, we’ll know the day part averages (is there a pattern of slow times and busy times?)
How often do the customers return? What is the referral system like?
What do your customers ask for most?

We haven’t even delved into what’s important to your customers or what they’re saying about you or your product yet.

With this information, we can have a strategy to go with all these tactics (tools).

Before we debate whether social media counts, let’s start counting some other important stuff too.

What are you counting on?

I’m Not Just Another Name Tag (And Neither Are You)

By Mike Sansone on September 27, 2011 in Conversations, Marketing with 2 Comments

Each morning I leave the house, there are three things I make sure I have plenty of (besides coffee):

Business Cards
Postcards
Name Tags

The last item on the list is new – and I’m finding it’s a conversation starter.

I’ve long admired how Scott Ginsberg (aka The Nametag Guy) wears his name tag everywhere. Everywhere. He practices transparent living.

Recently, I got into the habit and I’m finding them to be conversation starters – and ice breakers. Look, I carry business cards and post cards (my version of a brochure or sales card), why not wear a name tag too? Now, when I walk into a business or store – they call me by name. Immediately, the conversation is warmer.

Back to Scott: His post on Lessons About Anonymity compelled me to pick up a name tag habit. In the post, he says: Anonymity is the death of civility.

Since the late 90s, I’ve always tried to live a glass-house life. It’s helped. It’s hurt. If something goes wrong, folks can either believe their eyes or believe the lies. Consistent, transparent, accessible. So why the name tag if transparency is already a habit?

In this day of folks craving privacy and not exercising their nice muscles (“Hi! Have a Nice Day”) not only does a name tag stand out – it softens the atmosphere.

Try waving at everyone that passes by your store or business (yes, everyone). Will they think you’re weird? Probably, but we’re all weird. If you’re wearing a name tag, you’ll remember to be nice more often – and you’ll probably be remembered!

Am I trying to be Scott? Nope. It’s why I write “Mike” on my name tag. What’s on your name tag?

New Facebook and Google Plus: First Glances

By Mike Sansone on September 25, 2011 in Blog Coach, Marketing, Social Media with 0 Comments

I like the new Facebook. Worked with the new layout and Timeline this week. The Ticker is going to be great fun and maybe even addicting to some (you can only see it when you’re ON the Facebook site, yes?).

Small Business owners, especially solopreneur types, will continue to need some presence on Facebook for engagement and measurement. Depending on the type of business, a lot of investment might be wise there.

I fell in love with Google Plus. This weekend was the first time I really began using it, and there’s lots of potential. For personal use, but also business use.

Convenience is the key for me (and those I coach). Busy business owners don’t have a lot of time. I’ll go into more details of how I’ll be using Google Plus in future posts.

At first glance, between the tools already being used (GMail, Google Reader, Maps, Calendar, Docs, News – oh yeah, and Google Search) in addition to the exciting possibilities of video conferencing and doc sharing with Hangouts with extras – especially with Mobile . . .

Here’s a video that explains a lot of it semi-simply (and funny):

Anyway, if you want to connection on Google Plus, Circle me (is that legal?)

Big thanks to +Chris Brogan for his help (he’ll help you too!) on getting started on Google Plus.

Facebook Can Thank Google For Timeline (darmano.typepad.com)
Google Is Internally Testing, Preparing To Launch “Google Drive,” Its Dropbox Clone (GOOG) (businessinsider.com)
Google+ Hangouts Gets Mobile, Broadcasts & More New Features (searchenginewatch.com)
Facebook – you love it and hate it, but you want to be on it! (smilesndreams.wordpress.com)

Klout Topic Pages: Small Business Can Connect and Curate

By Mike Sansone on September 23, 2011 in Blog Coach, Cool Tools, Marketing with 0 Comments

While there’s plenty of debate about the Klout scoring (gauging) system, there’s no question that finding new connections and new content is made easy by touring Klout’s new Topic Pages (now available to everyone).

In the case of the owner of a small diner (she’ll call it a delicatessen), she pays the bills with her lunch business – but her passion and draw is from her fantabulous cheesecakes. And that’s what she wants to be known for. Cheesecake.

Taking a tour of Twitter and Klout, we find some tasty tactics:

Klout Browser plugin:

The Klout Browser extension (Chrome | Firefox) allows us to easily toggle between Twitter and Klout. See, it’s not so much looking at the “score” and making a determination, but this allows us to quickly get to that Twitter user’s Klout page and “dive deeper” into connection and content possibilities.

Klout Topic Pages:

Once we get to Klout, we find on TOPICS on the left menu. This allows us to see the TOPICS a particular user is talking most about (and most recently) in their social circles. We find the TOPIC relevant to what we’re looking for and click on that. The result is the page to the right (click to enlarge).

Not only can we find a list of “influentials” on the topic of cheesecase, but we can see some of their “fans” as well. We can dive deep into each users social content as well, providing they’ve linked their other social services to Klout.

If we’re looking for connections and content (our own meaning making for our own business), the Klout “score” is more of a secondary guide rather than the elephant sitting in the judgment chair.

Remember the toggle: You can click right into a person’s Twitter or Facebook (or whatever) right from any of these Klout pages.

Make a Twitter List:

Make a Twitter List (private or public) of all the new “cheesecakers” you find so you’ll have a stream of content and connectivity at your beckon call. Here’s a great HOW TO make a Twitter List lesson.

Making the list allow you to share great content with your customers (who love cheesecake!), especially if we keep our 70-20-10 content sharing guide in mind. Doing this also creates a Professional Learning Community of your own, connecting with other awesome cheesecakers that are around the globe.

Your Own Klout: You can also use Klout topic pages to gauge your own content production. As I write this, Klout says one of my “topics” is weddings. I can see that – this summer I got married in a very social way, my sister-in law got married (with lots of Facebook photos), and I’ve written about marriage on several social channels.

Here’s the heads-up: If you’re a plumber in New Jersey wanting to be known for your trade, produce content towards that end. If you want to be known for your expertise about the Mets, Law & Order: SVU, and Wrestling – that’s up to you. But if so, don’t say “social media didn’t work for my business.”

Bottom line: Although much discussion might be swirling around the Klout scoring system, let those pundits cook up their thing, you stick to using Klout in manner that tastes good to you and your business.

How do you use Klout to build your business?

Intended Audience or Attending Audience?

By Mike Sansone on September 21, 2011 in Blog Coach, Marketing, Social Media with 0 Comments

Serve your intended audience. When you first begin, remember there’s a difference between “Intended Audience” and “Attending Audience”

This is true in business or in social media. Even in a church.

We can agree on this one right away: You have a voice. Yes? Good. Next thing to know is who your intended audience is, your core customer – for those are the eyes and ears you’re trying to reach.

When you first open your doors or step onto the social media platform, you’ll have the early birds; the lookie-loos; the critics. As often as not, these fine folks will never be a loyal customer or reader. This is one reason it’s so important you know your core customer and what makes them tick – what they value.

Once you know the person(s) you’re trying to attract, serve them most. You can’t make everyone happy – so make the best ones happy.

One example might be that greasy hamburger joint on the corner. They make ‘em sloppy. With big fries on the side. And shakes. Thick. Want a salad? Not on the menu. Love ya, but croutons get served down the street. Wheat buns? No problem.

This diner isn’t mean or offended by the light eater, it’s just that their core customer is the gut buster – and they serve those folks in super-duper fashion.

In social media, you may want to talk about the happenings around your store to get new shoppers into your store. Or, you may want to share every news item you can find that would be valuable to your core customer.

Know the size of your velvet rope. There is a difference between your Intended Audience and Attending Audience. How do you tell them apart?

Photo on Flickr by horizontal.integration

Gone Fishing? How Big is Your Fish?

By Mike Sansone on September 18, 2011 in Blog Coach, Marketing with 1 Comment

Gone Fishing.

Maybe that’s what you wish you would have done today. Or could’ve done. Well, maybe that’s what you should be doing.

But let’s not put the boat in the water just yet. Let’s look at a few things that “Gone Fishing” can do in and for your business. (You didn’t think I was suggesting taking the day off did you?)

Folks who go fishing pay attention to some numbers and measurements:

What time is the right time
How many can/have they caught. How many got away.
Sizes of the fish. Where they gather.
Where are the others who are after the same fish
Weights, line thickness, type of bait
What they want the outcome of the day to be (e.g., food, relaxation, bragging rights, etc.).

They are prepared at the beginning of each trip and know what a successful ending looks like.

And what if each fishing trip was actually a marketing project. By knowing the desired outcome, how much time they would be fishing, and what to measure along the way, well, by knowing all that they’re sure to find the right spot to go fishing.

They gotta know the “Four Whats.”

The “Four Whats” are a mini-checklist to keep you on track and in the black.

For What – This is your “why.” What is it you’re after (not “likes” or “followers” or even “subscribers”). What is it you’re really looking for? More customers, more walk-ins, more appointments, speaking gigs, recognition . . . why are you doing this piece of marketing? What’s success going to look like?
So What – This is their “why.” What’s in it for them? If you’re not helping them improve their life somehow, whatever success you do experience will be a flash in the pan, not a fish in the pan.
With What – This is your fishing pole, your bait, and your tackle. Are you going to use social media or a newsletter? Give away an eBook or a special limited time offer? What kind of cross promotion will you do? If you’re doing a campaign on Facebook, how will you promote it offline? If you’re doing something offline, will you YouTube it online?
Do What – This is their “action” – what do you want them to do? Call you? Sign up to your list? Make an appointment? Buy what your selling online?

If you’re not in the habit measuring the “Four Whats” – you’re not alone. A lot of business owners can tell you the bottom line, but not the top line. They can tell you what they made in sales, but not how many calls to get the appointment, or how many appointments to get a sale. They can tell you how many sales went through the register, but they can’t tell you how many walk-ins went through the door . . . empty-handed.

Don’t fall into that trap. Measure your way to success. Otherwise, you’ll be drawing up a sign and grabbing a pole.

Photo on Flickr by Basil Gloo

Finding Your Three Keys for Great Content Curation

By Mike Sansone on September 9, 2011 in Blog Coach, Conversations, Marketing, Social Media with 0 Comments

Finding great content to share will make others more aware and show them how much you really care.

One of the first exercises we do with a small business getting into social media is learn to be a resource for the target they want to serve.

The thinking here is that by knowing who you want to attract and what is important to them - by being a resource towards their values and wants – you will attract them.

Focus on three words or phrases that is most important to your core customer.

This is sometimes a tough exercise – and it should be. It’s important. At the beginning of this exploration, I’m found repeating myself,

“It’s not about your business, right now it’s about their lives – what do they want?”

Whether you do this alone or with a team, write down all the phrases that come up. Post-its or a whiteboard are great here. With each phrase, continue to ask yourself a few “so what…?” – as in “so how does that help them change their lives?” or “why would that matter to them?”

One business recently focused on these three phrases for their core customer: More Energy, Live Longer, Look Good.

Remember, we’re defining these phrases for purposes of being a resource – content curation and knowledge sharing. This is the 70 in the 70-20-10 formula. This exercise isn’t about our unique selling position or to find a great tagline.

This exercise is about focusing on what to share, who to share it with, and filtering signal from noise. It’s both listening and engaging.

Once you get these “Three Keys” – you’ll be able to focus on what RSS feeds to subscribe to, who to follow and retweet on Twitter, and what to write about on your blog.

Be the resource

Photo on Flickr by atconc

Candidio Video: Shoot. Edit. Share. Simple SmallBiz Solution

By Mike Sansone on September 8, 2011 in Blog Coach, Cool Tools, Marketing, Video with 2 Comments

It’s amazing what kind of nuggets you can find in footnotes.

This morning I was scanning through the RSS feeds I read and came across this video with Jay Baer and David Meerman Scott, thinking I could have it run in the background so I could listen while I work (BTW, the conversation between Jay and David is one you should watch too).

What really caught my eye is the note Jay shares about Candidio, a super-simple video editing service. Jay writes:

“Video production, editing, titling by my friends at Candidio. If you need your raw video footage tidied up good, fast, reasonably priced, they are the guys.”

Now Jay has built up a lot of trust in the social business/content marketing space. I respect what he says and shares, so his line about Candido helped guide my next step — a visit to the Candidio site, where I saw this video:

The text on Candidio’s site says a lot with few words:

“You shoot. We edit. You share. Produce quality videos for a 1oth of the cost.”

When it comes to videos, small and rural businesses are concerned about both quality and cost. Candidio looks like they have answers to both and I can’t wait to recommend them to a few folks.

Thanks for the tip, Jay!

Back to Basics: The Importance of Offline Marketing [GUEST]

By Mike Sansone on September 5, 2011 in Marketing with 5 Comments

Once Upon a Time…

Once upon a time, a long, long time ago, when a new business wanted to introduce itself to the community, it would launch a marketing campaign that included advertising in the local paper, sending flyers and brochures to the community via mail, passing out business cards and postcards at local events, sponsoring a local sports team, donating goods to a local charity event, and occasionally cold calling.

The Internet

Then the Internet was developed, and suddenly, online marketing became a faster, more efficient, more cost effective way to reach a much larger audience. Small businesses and large businesses were suddenly able to go global, and the tried and true advertising methods of just a decade earlier found themselves relegated to a very distant second advertising choice. However, “offline marketing”, the term for more traditional advertising techniques, is still extremely useful, and when used in conjunction with an effective online marketing strategy, offline marketing can boost the visibility and profit margin of a business entity exponentially.

Why Offline Marketing is Important

Offline marketing is the antithesis of online marketing. Online marketing is geared towards reaching a wide audience, going viral, and spreading the word about your business as quickly as possible. Offline marketing is about working locally. In an effort to grab national attention, many small businesses overlook their most valuable customers. These customers are local people who can literally walk through their door and ask for their services. If ten local people pick up a flyer about a new restaurant opening, and subsequently rave about how wonderful that restaurant’s chocolate fudge cake is on the restaurant’s website, chances are, someone passing through town will choose to eat at that restaurant because the local community recommends it. Creating an appreciative local audience can go a long way towards creating a viable national or international client base.

How to Go About It

Where do people in your local community gather? What events are happening in town? What kind of local client are you trying to attract? Choose one or two members of your marketing team who are familiar with the community in which your business exists to focus part or all of their efforts on creating positive buzz and interest locally. Mailings, strategically placed postcards, business cards, press releases, advertisements, and announcements released to the local paper, sponsorship of local events, open houses, and involvement in charitable giving, are all ways to increase your business’ visibility on a micro level. Working this way, finding clients personally, can be time consuming comparatively, but the positive word of mouth that offline marketing of this type can generate, can be very rewarding.

Cooperative Marketing

Another way to utilize offline marketing is to partner with another local business. For example, hire a local advertising firm to create a commercial for your business that will be shown locally or regionally. By doing business within your community you build your company’s reputation by direct interaction, circumventing the need to utilize online reputation management services.

Reaping the Rewards

By focusing on creating an offline marketing strategy that places your business front and center locally, you can develop a positive buzz and a reputation that has the potential to extend beyond the borders of your city. People travel, and their opinions travel with them. Never underestimate the importance of making a good impression on your neighbor. Your neighbor may very well be a favorite former college roommate of a popular food critic, or the child of a successful venture capitalist, or a partner in a major marketing firm who is in your town on vacation. Offline marketing is your chance to put a face on your business, so use the opportunity wisely.

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Dee Mason is a freelance writer who specializes in personal finance, marketing and property. She writes on behalf of a number of sites, including money.co.uk which helps individuals and businesses compare current accounts.

photo on Flickr by lumierefl