Comments for Marketing ROI or DIE!

Comment on 10 Tips to Build an Influencer Marketing Campaign by John

John — Wed, 26 Oct 2011 14:09:31 +0000

Rebekah,
A really nice post and a topic in which we have a great deal of interest. Thanks so much for including some of our content in your links. Influencers are often relative in their perceived impact and can be difficult to identify but the payoff is tremendous for your brand if you can find the right ones and enlist them in your cause.

Comment on What GM Teaches Us About Social Media ROI by Jim Matorin

Jim Matorin — Sun, 14 Aug 2011 13:15:23 +0000

Two thoughts this morning:
1.) “What is the ROI of social media?” This statement is getting as stale as “At the end of the day.” I think after all I have been reading and this post, ROI is morphing its classical definition to some of the different measurements Rebekah has highlighted here. Call it what you want, we are all looking to measure our marketing initiatives, but funny in all the years I have been in marketing, no one ever asked me what the ROI was on a printed sales sheet (POS). It seems to me that social media is another marketing touch point like POS materials, but with greater reach and results.
2.) I do not think anyone will deny as we navigate the new world of social media, the different platforms enables us to get closer to the customer. Consequently to me customer retention or what is being labeled CLV (Customer Lifetime Value) is creeping up the list in some industries, like mine, foodservice as a measurement that has more meaning than ROI, hard or soft.

Comment on What GM Teaches Us About Social Media ROI by Rebekah

Rebekah — Tue, 02 Aug 2011 20:30:40 +0000

@Serge Milman | OptiRate

Hi, Serge.

If there were no such thing, it wouldn’t be widely published as terminology. You read the CIO Update yourself, and I assure you if you search on the term you will find it.

Those successes leading TO the end result are important and necessary steps in the process of achieving hard ROI and can be classified by the term “soft.” There is a “return” in those cases, just not the end-result (yet!) of increased revenue or savings. Whether you want to call them KPIs or soft ROI…tomato, tomatoe…potato, potatoe.

Best,
Rebekah

Comment on What GM Teaches Us About Social Media ROI by Serge Milman | OptiRate

Serge Milman | OptiRate — Tue, 02 Aug 2011 19:56:56 +0000

Rebekah –

Thanks for the response. I read your links and the CIO Update with interest. Maybe I am a purist… but there is no such thing as “soft ROI”. If an activity does not generate quantifiable financial returns, then the ‘R’ is zero and, therefore, the ROI is negative.

It is perfectly OK to engage in activity that does not generate ROI — as long as we don’t try to fool ourselves – and more importantly, we don’t try to fool others into believing otherwise. “Feel good” activities are perfectly fine, but they are an expense that is unlikely to generate a Return (the ‘R’ in ROI). Classify it as such. Spend if you must. But recognize that there is no ROI in “making others feel good about their communities” unless there is a link to your revenues (and more precisely, net cash flow).

Just make sure that there are enough positive ‘hard ROI’ initiatives to pay for all of the ‘soft ROI’ projects.

Comment on What GM Teaches Us About Social Media ROI by Rebekah

Rebekah — Tue, 02 Aug 2011 19:07:15 +0000

Hi, Serge. I see you've not read my blog before. Soft ROI can be defined as "those benefits that are difficult to measure but help to achieve worthwhile objectives." See my posts here and here for what it is and how to measure it. Oh, and the business case you are looking for is here on CIO Update Ciao, Rebekah.

Comment on What GM Teaches Us About Social Media ROI by Serge Milman | OptiRate

Serge Milman | OptiRate — Tue, 02 Aug 2011 15:29:17 +0000

Soft ROI!? Really. Can someone please show me a finance book that defines ‘Soft ROI’? There is no such animal. As described, ‘soft ROI’ sounds like KPIs – Key Performance Metrics. KPIs are generally used to track business progress but are not typically as critical to the business as SLOs – Service Level Objectives. SLOs typically boil down to measures of growth, revenue and profitability – the stuff that enables ROI measurement. KPIs are often indicators of likelihood of achieving SLOs – thus they are useful in terms of measuring progress — but they certainly cannot be used to quantify ROI for the simple reason that there is no ‘R’ to speak of.

Comment on What GM Teaches Us About Social Media ROI by Micchael Paul, Atlanta

Micchael Paul, Atlanta — Sun, 31 Jul 2011 06:45:10 +0000

This is such a timely post. Just today, I was having a tough time explaining the social media benefits to a lay person, but this article really helps. Great job

Comment on How To Build a Website Using WordPress and Thesis Theme Part 2 by Rebekah

Rebekah — Thu, 14 Jul 2011 22:55:54 +0000

There is a file called “custom_functions.php” that you need to be working with not functions.php. That’s probably a good start on the issue. I would have to speak with you to know what else may be the issue.

Comment on How To Build a Website Using WordPress and Thesis Theme Part 2 by Anthony

Anthony — Tue, 12 Jul 2011 05:21:39 +0000

Hi,

Followed your instruction above to move navigation menu below header. This did not seem to make the desired change. I added the code shown above (pasted from notepad) to the following location on my c-panel;

/public_html/wp-content/themes/thesis_17/functions.php

Clearly, I must be doing something incorrect. Any guidance would be greatly appreciated?

Thanks for your very informative guidelines and great site

Comment on How To Test Landing Pages by Postsalot Speaks

Postsalot Speaks — Tue, 07 Jun 2011 01:49:01 +0000

I find the easiest way to test is to use a landing testing software that does all the work for you such as this one http://postsalotspeaks.com/2011/06/instapage-review/
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