Where is the ROI?, not the beef

I was going back in the time machine and recalling one of the jobs I had out of college with a degree in Commerce – working as a Cost accountant in manufacturing. It was a numbers oriented job working on the AOP, boring ledgers and keeping tabs on the monthly variances from paint to man hours. Development of the AOP meant precision. Every imaginable fixed and variable cost from power to man hours, from paint to parts would play a role into the projection. The past several years historical and cyclical trends and actuals would finally finesse the dreaded AOP. My presentation of the AOP to the boss blissfully matches the ‘woman sitting in the chair with the boss’ image accompanying this post. Notice the stiff arms? Well, that was me.

The following fiscal year would prove if the projection met the 0 to 60 in 4.3 seconds test. I would track the variances monthly and would have a beaming smile some months. End of the fiscal year a minimal $ true up was all that was needed. It felt good.

Ok, enough of this accounting conversation. I am really a marketing guy inside, which I thank a mysterious unscheduled meteor shower.

Fast forward the time machine ## years to the digital, search and social marketing world which I thoroughly and passionately enjoy. I sometimes hear a whisper in my ear gently reminding me how crucial the ROI component is to the meticulously and creatively developed marketing campaigns we endeavor to run all year, for the enterprise.

It is a stamp of approval to the thoughtfully planned fiscal year ‘marketing roadmap’ as well as the ‘marketing plan’; providing the confidence to the business, and perpetual smiles for the marketing group.

There are indeed market variables abundant in digital, search and especially in the very dynamic social media ecosystem. An ideal world – each digital and social channel pumping real time analytics to the analytics hub with built in campaign ROI assumptions. These efficiencies help make the MOR’s robust and very KPI oriented.

Result = serving, understanding and knowing the customer in this omni channel world.

Shhhh, it is about attribution and ROI, not ROO (return on objectives) which seem to breathe new life into the next fiscal marketing year.

Social amplication, curated style

An entirely new job description is emerging in the social/content space – ‘ Social Curator’. This new job is emerging out of a natural evolutionary process of sharing and collecting. Think Pintrest as one of the destinations.

A social curator would ‘curate’ external content, although not necessarily one’s own (spoon content from other sites, blogs, etc ). Think of these newly created posts or pages as a destination which would begin and perhaps end with a short intro and/or ending from the curator, mixed in with links to valuable external content.

This customer centric content could potentially be ideal for brand engagement and retention. Although with clever UX, acquisition could be folded into the mix. Socially curated content goals should be very clear from the beginning. The recipe and servings may be different for B2B and B2C.

For SEO diehards, the very principle of sending links to external sites would initially appear like assisted suicide, however the social amplification effects which would likely occur via social sharing may win the SEO contingent.

There are several important considerations before proceeding down this path. Some of these could be:

a. Content destination/s
b. Content logistics and calendaring
c. FTE support
d. Compliance considerations
e. Clear and well defined goals for the business
f. Measurement of ROI or ROO
g. Web analytics

Have fun curating.

How to Multiply your Facebook brand page Likes

One of the measurable KPI’s for Facebook marketing is the number of ‘Likes’. More ‘Likes‘ translates to a deeper digital marketing penetration.

If you wish to expand your network and/or get a massive bang for your digital campaign/promotion, the reveal tab concept is definitely something you would want in your digital marketing arsenal. This concept is a must component for an integrated digital marketing strategy. The reveal tab reveals itself when the ‘Like’ button is clicked and the page changes to uncover a reward/promotion (think of a lotto scratch off ticket). The reward has to be genuine and made visible only after the ‘Like’ button is clicked.

The wins:

1. The user feels special and privileged and would likely continue to be engaged with your brand
2. The user becomes an insider (think of the early Frequent Flyer Card concept)
3. Increase in the conversion rate for campaigns
4. Massive increase in the number of ‘Likes’ to impress your boss

Give it a try. The FBML code is below. Just replace the Image Links and Source. Hint: I used Photobucket to store my images.