ROI – Return On Investment, Involvement or Ignorance?

Posted on by RichardAKent

Speaking with my Financial Director several years ago about my thoughts on an acceptable ROI for our paid search campaign, he thought we could probably go to 3.2:1 whereas I was more ambitious and having diced and sliced the numbers, felt we should push for 3.7:1.

I feel embarrassed recalling this now, but as someone brought up on direct marketing and crunching the data until the pips squeaked, it was (and is) in my DNA.

Social media experts I met back in the day used to shy away from my final question to them; “What is your projected ROI for this activity”. I was secretly sniggering as I asked, knowing that they’d struggle and squirm to avoid answering.

Recently however, I’ve heard some more experts talk about not even pretending they could measure this thing they were about to charge me the world for – felt refreshing.

But my DNA keeps nagging away at me. The bottom line is that, although you can’t measure ROI in the way you can a paid search campaign, a direct mail campaign or an email campaign, you can make some pretty good assumptions and track results from the impressive set of ‘listening tools’ available now that will report on spikes in discussions across the web.

For example, hotels can listen for people looking for stay in a particular city, offer them a discount and hey presto, a highly profitable Return on Involvement!

What gets measured, gets improved. Was always the case, will always be the case.

What do you think?

You’ll always find me in the kitchen at parties.

Posted on by RichardAKent

You know how it is when you’ve meticulously planned a house party? Chairs have been carefully arranged, playlist set and ready to go, lights dimmed to suitable level etc. etc.

And then the guests arrive.

They say their “hellos” and start the smalltalk. Politely accept a canapé and take their first drink. More and more arrive.

And then the early guests disappear. Gradually more and more people are congregating in the kitchen. People have loosened up a bit. Gossip begins to flow. Secrest are shared with strangers. THIS is where the real party is!

You can’t go in there and corral everyone back in. They’re likely to just make their excuses and leave early.

And so it seems it is with businesses and social media.

People are realizing that the really cool people, are hanging out in the kitchen – on Facebook, Twitter or on Blogs. Company websites – the host’s living room for the sake of this analogy – is where the party line (sorry!) is being followed. There’s nothing wrong with the living room of course. It’s beautifully designed, comfortable and feels just right. But more and more, people want the inside track – secret offers, direct dialogue, a proper and human reaction to a complaint or question.

The kitchen is now where the real party is happening.

Twitter feeds on Linkedin status updates. Is it just me?

Posted on by RichardAKent

Here’s a group discussion I started on Linkedin last week. It’s been really interesting to see how such a modest litle gripe of mine stirs such debate.

Something that has been getting a little irritating recently has been having to scroll through peoples personal activity and thoughts as they’ve linked their Twitter feed to their Linkedin status updates.

I’m delighted for you that you managed to cycle up a hill and I’m very happy that you’re becoming a father soon, or very sad that a family member is ill, but please! Even worse – family pictures are attached AAARRRGGGHHH!!!!

Where’s your dignity?

If you’re going to link the two, surely your business Twitter account is more appropriate? I see this sometimes and it’s fine, albeit a little self indulgent sometimes. If you haven’t got one, get one.

Surely Linkedin is for business updates to like minded contacts?

Am I alone in thinking this, or do others really want to know the details of our personal lives, or views on the whether Lebron is coming to the Bulls – Hope he does 😉