Tag: Social Media ROI

Lethal combination of books for any business! #startnorfolk

Since I am heading off to #StartNorfolk in a couple hours wanted to share some info with the folks that will be there this weekend to consider picking up this lethal combination of business books as they kick off their business dreams!

I have read 3 and half of these books (Meghan and Nancy still working on yours!) and I have come to the conclusion! If you are a business owner, getting a business off the ground, reinventing your business, and or innovating your business these 4 books have to be read together!

Suggestions while reading these books:

  1. Take notes with a pen and paper (old school I know)

  2. Highlight and dogear the crap out of these books. You will come back to those, TRUST ME@

  3. Start constructing the what, how and why plans, strategies, tactics and metrics for your business or career development while reading.

  4. Find the patterns of how to’s and why’s between the four books – WRITE THEM DOWN! They are there!

  5. Encourage many at your company to read these 4 books together.

  6. Talk with the authors online. They are all available & very conversational!

 

Pick these books up today if you have not already. I have made it easy and provided a link to the books on amazon and also the authors online information. Have fun!

As Pictured above top to bottom:

1. Rework written by Jason Fried @jasonfried Founder of 37signals

“Most business books give you the same old advice: Write a business plan, study the competition, seek investors, yadda yadda. If you’re looking for a book like that, put this one back on the shelf.

Rework shows you a better, faster, easier way to succeed in business. Read it and you’ll know why plans are actually harmful, why you don’t need outside investors, and why you’re better off ignoring the competition. The truth is, you need less than you think. You don’t need to be a workaholic. You don’t need to staff up. You don’t need to waste time on paperwork or meetings. You don’t even need an office. Those are all just excuses.”

2. Social Media ROI by Olivier Blanchard @thebrandbuilder of

TheBrandBuilder.com or additional information at SMROI.net

“Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for–and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media.

You’ll learn how to:

  • Align social communications with broader business goals and functions
  • Plan for effective performance measurement
  • Establish clarity of vision, purpose, and execution
  • Implement guidelines and operations for effectively managing social media
  • Get started by “listening before talking”
  • Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives
  • Use social media to deliver real-time, optimized customer support
  • Leverage mobility and the “on-the-fly” social media culture
  • Measure FRY (Frequency, Reach, and Yield)”

3. Interactive Project Management Pixels, People, and Process by Nancy Lyons @nylons and Meghan Wilker @irishgirl of Clockwork Active Media

“As an industry, interactive is different. The work entails elements of software development, marketing, and advertising, yet it’s neither purely technical nor traditional “agency” work. Delivery methods are different, and because the industry is relatively new, the gap in understanding between the clients buying the work and the teams building it is often wide. Enter the geek girls guide. Nancy Lyons and Meghan Wilker don’t just tell you how to deliver digital work, they demonstrate how to think about it.

Interactive Project Management: Pixels, People, and Process helps clients, agencies, and industry professionals better understand the critical role of interactive project management, and presents a collaborative, people-focused approach to delivering high-quality digital work.”

 

4. The Power of Unpopular by Erika Napoletano @readheadwriting of RedHeadWriting.com

ErikaNapoletano.com

“Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular. In The Power of Unpopular, you’ll discover the difference between flash-in-the-pan brand tactics and those designed to place you miles above the competition.

  • Brand Personality: What’s yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality.
  • Community: It’s the number one thing that unpopular brands have figured out—learn how to build yours.
  • Brand Advocacy: It knows no scale and your fans don’t care how big you are. A guide for businesses on the proper care and feeding of their biggest asset.”

I have had the pleasure of meeting and getting to know Olivier, Nancy, and Meghan over the years. I know one of these days Erika and I will meet IP (In Person, looking forward to that!!!). Jason and I have only occasionally tweeted back and forth.  So there are my disclosures. In no way was I paid or asked to write this post. I just sharing great people with other great people I know!

 


What Social Media ROI looks like with Walser Auto Group

Her is part two of what Social Media ROI looks like from a customer.  This story starts about a year and a half ago when I met Andrea Kopfmann via twitter.  I met Andrea via a couple tweets here and there from other people I know via this channel.  Over this past year I’ve had the pleasure of getting to know Andrea both on and offline!  This personal\professional relationship set in motion expanding into doing actual business with Walser.

I was in need of  new tires for the Excursion and I wanted to apply the Bona Bros model to this business transaction too! In a couple of conversations on twitter (forgot to screen shot those, sorry!) I mentioned I needed to get new tires for my Ford Excursion. Which is not a cheap!

Right away Andrea mentioned that Walser Auto Group had a deal going on buy 3 tires and get the 4th one free (first thought “hot damn” that is a good deal).  I started making plans to make an appointment to get my new tires.  Now the actual process took about four months to complete, but Andrea stuck with me the whole way.  She DM’d me the information of the nearest dealership to my house, which happened to be Hopkins Walser Dodge Chrysler Jeep at the time I would be scheduling. She also looked up my city (not creepy because Andrea and I know each other!) and gave me a google map including directions. She also gave me the name and number of the Service Manager at the dealership!  Information on a silver platter treatment was awesome!

When I eventually got the appointment scheduled I was closer to the Walser Buick GMC dealership in Bloomington, MN. This location also happened to be next to where Andrea Kopfmann is the Director of the Walser Foundation.

Since the Walser Buick GMC is right up the street from my current contract,  Andrea was kind enough to come pick me up and drive me back to the the dealership, because by the time my vehicle was done I was out of their normal curtiousity shuttle service that is provided by Walser (hopefully I did not set a precedent for you Andrea!).  This is where people relationships trump business hours and makes for long lasting impression of the brand based on the person and not the fancy designed logo on the outside of the building.

I will definitely return to Walser for my tire needs in the future (Customer Retention).  I will also keep them on the radar for other vehicle needs (Customer Development).  So in the course of doing one transaction based on one of their employees reaching out as themselves and getting to know a customer they sold 4 tires and gained a customer for future revenue and it costed a lot less than trying to get new customers through other activities TV, billboards, inserts in newspapers, and banner ads.

This example is yet another reason to let your employees shine for you where ever and whenever they can and it produces actual social media ROI.  First, you have to have foster a culture of empowerment (trust me 98% will succeed for you).  Second, start looking at the collective power of all your human accounts versus your logo’d accounts. Last, make sure your business is tying these real world social conversations of your people to bottom line business financials where possible.

Thank You Andrea for everything! Thank you Walser for empowering your employees to allow for these channels to development customers for the long term!


What Social Media ROI looks like with Bona Bros

So many folks struggle with the concept of “How do you actually get ROI from all this stuff on the twitters?”  Well I decided to show and explain how this looks like IRL (In Real Life).  So this story starts about a 2 years ago.  I have met many people, yes people not logos or brands, people.  By meeting these people I get the opportunity to be introduced to the companies they work for and with. Through these people I get to know the brands, then decide whether I like the products and or services their company provides.

So the first story started when starts when I bought my 2004 Ford Excursion last year.  I was looking for a reputable auto mechanic and like I normally do, sent out a tweet asking for recommendations and that is when Adria Richards recommended Bona Bros!  I had known Adria via twitter for a about a year prior to this recommendation and highly respected Adria and her work so I entertained the recommendation.  Adria did disclose she was currently working with Bona Bros with there website and social profiles (she still manages the technical side of their website).  This strengthened the recommendation, because I know Adria is very particular about the Clients she does work for.  So I brought my Excursion there for that complete service overhaul when you buy a new used vehicle.

I am so glad Adria recommended John, Matt, Jacque, and John Jr. of Bona Bros.  These people are absolutely top notch with the service, repair recommendations, honesty, and all around human touch they apply to their business.  This sold me on them for all my service needs for my Urban Assault Vehicle (#uav – now you know what this hashtag stands for).

During my 1st visit Matt indicated I may need a new ball joint in another 20-25,000 miles.  This assessment was spot on and why I brought it back to them for the repair.  Once again I was throughly impressed by the staff at Bona Bros about their attention to detail and explanations of some key repairs that will be upcoming.  This latest visit to get the ball joint repaired Matt indicated I may want to have the u-joint repaired on the drive shaft, but it was up to me.  Well let’s just say I did not listen which brings me to the series of tweets that happened while I was there the second time.

So this is what a simple request for a recommendation can turn into on social media channels.  So I encourage all businesses in the social channels to be on the look out for these small opportunities to make big impressions for the ever coveted return on investment.  Many of your customers are not all that impressed with your BIG marketing campaigns, but your customers do appreciate when your people help them on a small scale!  This is the difference maker social can do for small and medium sized businesses to get above the noise.

This is the first of three posts I will be doing on what Social Media ROI looks like in the real world.  The next two posts will be about  Walser Auto Group and Warners Stellian. These are all based on real life engagements and purchases.  In full disclosure nothing and I repeat nothing was done by these brands except having good business people and good businesses.

On a side note this interaction also included me encouraging Jacque Bona of all things to buy the book written by Olivier Blanchard called Social Media ROI, which I have not decided if that is irony or good business through social business channels…..


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