Posts Tagged ‘ROI’

Jason and TreeAsk me what the ROI of social media is for me personally, and I’ll tell you that it was $10,000 for me this week.  Why?  Because of what happened related to the 150-year-old, 14.5 foot circumference tree in our back yard, shown here with my son, Jason, giving it one last hug before we have to cut it down in a few days.  Actually, it was my friends via social media that saved me the money – not social media itself which was the vehicle of communication that made it all possible.

Here’s what happened…

We had a storm come through several nights ago that took out a major section of the tree, fortunately falling away from the house and only doing minor damage to the garage and garden.  Upon inspection by the arborist, though, it was discovered that the tree is not in good health.  With the major limb gone, you could step down into the center of the tree nearly waist high.  The squirrels had been living in style up there for some while, lining their tree house with plastic and even a t-shirt they stole from someone, but we had no idea about the extent of the interior damage until the gaping hole of a missing 25-inch-diameter limb revealed it.  We hoped to never see the day when we had to remove such a natural masterpiece, but there was no avoiding it upon inspection.

We’ve used the same outstanding, trustworthy, yet expensive arborist for the 25 years we’ve lived in this house.  Taking care of the tree with regular grooming and care was something we willingly did for the past quarter century – a mere one-sixth of the tree’s time on this earth.  (I guess that puts its origins somewhere around the presidency of Abraham Lincoln.)  We got an unofficial ballpark estimate from our usual arborist on removing the tree when he was here removing the downed limb.  I was quite stunned at the approximate $6000 price tag to remove the whole tree!  I wasn’t prepared for that.

I didn’t mind paying top dollar for proper care of a tree to extend its life, but I wasn’t about to hand over $6000 to cut one down without competitive bids.  The problem?  I have no firsthand knowledge of any other company in town and could easily make a very bad decision we might regret.

Enter social media.

Tree LimbI posted a pic of the downed limb on Facebook and a note about having to remove the tree along with the current bid we had.  I didn’t ask others for referrals.  In fact, I’m embarrassed to admit that it didn’t even occur to me at that point to do so.  Yet, my network of friends took over and started posting publicly, privately and sending me text messages of companies they had successfully used and highly recommended.  My wife, Linda, did some Better Business Bureau research on all the names and narrowed it to three possible, reputable companies.

Here comes the unbelievable part.  The bids on removing the monster tree ranged form a low of $3200 to a high of nearly $12,000!  That’s a crazy disparity.  Want to know the funny part?  The highest bidder was also going to take down part of our backyard fence to get his equipment there and was not going to put the fence back up!  Thanks, but no thanks.

We actually got two bids from each company – one just for the backyard tree and one that also included a very large 70-year-old oak in our front yard that has been falling apart little by little annually and isn’t safe, either.  The bids for taking down both trees ranged from $6000 to $16,000 – a stunning difference.

We ended up going with the lowest bidder.  Could something go wrong?  Sure.  Could we end up regretting our decision?  Possibly, but not likely.  We’re confident we made the right choice and it wasn’t made solely on price.  I’ll let you know if we learn otherwise.

Without social media, I may never have known about the company we’re using.  I may have asked a few close friends for recommendations, but no network of hundreds of people would’ve known about my need without social media.  And the best thing about it was that I didn’t even ask for help.  I just posted the situation and the info started pouring in.

This is the reality of how social media works today.  People do not simply go to the companies selling products and services and make an isolated decision based only on info provided by those doing the selling.  We have public conversations in our personal networks and those conversations influence our buying decisions.  Companies that understand that will choose to be a part of the conversations, helping to influence them and earning the right to be chosen.  Companies who don’t get it will continue to mistakenly think that their marketing message is the one the people listen to the most.  It isn’t.  We care more about the opinion and recommendations of our friends than we do about what we hear from businesses.

What is the ROI of social media?  For me personally this week, it’s $10,000.  Who knows what next week will bring?

Double Standard

image from

As one whose work responsibilities center around the use of internal and external social media, I am no stranger to hearing questions about the ROI (return on investment) of social media.  Business leaders want to know if there is a hard, calculable, financial return to the business for using social media.  I understand the question.  I understand the motivation behind it.  Businesses don’t want to spend money on something that does not return a value at least equal to the investment, preferably much more.  Only in the case of regulatory requirements are businesses accustomed to having to spend on things that do not contribute positively to the bottom line.

So in this post, I want to accomplish two things:

  • Suggest some specific ways that the ROI of social media can be measured, acknowledging some challenges, but then…
  • Explain why using ROI as the basis for whether or not a business uses social media is wrong-headed and demonstrates lack of understanding of the medium.

Do I think it’s possible to demonstrate a positive ROI from using social media?  Absolutely.  There are a number of books that have been written on the subject.  Doing so requires measurement of many things businesses may or may not be willing to invest in to determine the ROI, however.

For example, if I claim that using internal social media provides answers to employees’ questions quicker than via other communication means, that would require that we measure how long it takes throughout the enterprise to answer a typical question via email chains, phone calls, voice mails, personal conversations and all the referrals and deferrals from one person to another before the answer is received.  What business measures that?  None that I know of.  Consequently, a major value of using an enterprise social network – getting random questions answered more quickly than other ways – may be the personal experience and testimony of thousands within a company, yet impossible to measure in terms of ROI without the comparison data also being gathered for other forms of communication.

Consider another commonly touted benefit of enterprise social networks – greater awareness of other areas of the business along with the additional contacts and relationships established via social media compared to businesses that do not use such networks.  But how do you measure the ROI of that?  There would be few that would claim such a benefit doesn’t happen or that is isn’t important, yet putting a financial figure to it is difficult at best.

Fortunately, there are more evident opportunities for measuring enterprise social ROI, if we are willing to measure the right things.  For example, is there a difference in employee satisfaction and, therefore, retention rates of those using social media compared to those who do not?  If so, what is the cost savings of that greater retention compared to bringing in new people more frequently?  (Naturally, we must remain aware that correlation is not the same as causation).  Is there a difference in productivity between users of social media compared to non-users?  Does its use shorten the time required to make a new employee productive at a certain level?  Do users lessen their use of other more costly, time-consuming means of communication compared to non-users?  Does its availability reduce the amount of formal training required in favor of just-in-time performance support from colleagues via the network?  Does the user-to-user online tech support between employees reduce the help desk call volume of certain types of questions?  Are innovative ideas shared and followed up on that subsequently add revenue or reduce costs?  Are open career opportunities filled without requiring more expensive talent acquisition processes?  Does quick feedback from a larger audience yield better solutions in a shorter time and reduce the number of iterations that process, policy or software/product development would otherwise require?  Does online conversation reduce the frequency and length of time multiple bodies are held captive in meetings?  Does the medium provide a valuable means for leaders to engage with employees in ways that do not just push information from the top down, but that encourage dialogue, build trust, and result in a greater sense of belonging and shared purpose as measured by valid survey instruments?  Does the always-on, single place for housing discussions hasten communication among project teams compared to previous reliance on email?  Does the knowledge capture resulting from working out loud on a social network aid the company and especially new associates since publicly shared knowledge of former employees is retained?  (Remember, “Email is where knowledge goes to die” – Bill French.)

The above questions regarding internal social media can be answered if businesses are willing to generate and analyze the required metrics.

When it comes to pondering ROI and the use of external social media channels such as Facebook, Twitter, YouTube, Pinterest, Google+, blogs, etc., many mistakenly try to make these channels primarily marketing channels rather than social channels.  They try to constantly use social media to sell their products and services instead of focusing on the conversations, developing and enhancing relationships, and solving customer issues.  Some want to compare money spent supporting these channels to other advertising media such as television and print ads.  If you can’t quickly point to enough new accounts or product purchases resulting from social media, then the value of the channel is suspect in the eyes of some.

It’s possible, of course, that tracking mechanisms can be embedded in external social media sites to help identify additional revenue sources, but that will not account for situations where the information gained via social channels is one of several factors in a consumer’s decision-making process acted upon at a later time by another method.  Numerous questions need to be answered in order to quantify the ROI of external social media.  For example, what is the impact of providing customer service via social channels compared to traditionally more expensive call centers?  What is the value of turning someone publicly condemning your company into an advocate who remains a customer and sings your praises?  Does the company’s presence and accessibility via social channels contribute positively to the public’s perception of the brand?  Is the company’s involvement in social channels influencing the public conversations in ways beneficial to consumers as well as to the business in the long run?  Does the company’s enthusiasm for and use of social media attract younger talent in a competitive market – talent that will turn down a job at a company too restrictive in its social media policy and use?  Do online community managers engage both employees and external consumers in mutually beneficial ways that shorten the time to consumer issue resolution and product innovation?

As is true for evaluating the ROI in internal social media, addressing questions such as the above ones for external social channels can definitely yield hard ROI numbers if the company is willing to invest the time and resources required to produce them.  (That means full-time employees devoted to the task.)

Having said all of the above, now let me explain why I think using social media ROI as the basis for determining whether or not a business is engaged in the medium misses the point of social media entirely.  (Then why spend so much time above answering the ROI question?  Because it’s still being asked, and because I want to make it abundantly clear that I don’t shy away from it.)

Social media is a communication channel.  It is not primarily a marketing channel.  The main focus is neither on increasing revenue nor reducing costs.  The focus is on conversations, communication and relationships.  Any business who thinks of it otherwise is like the bore at a party who does nothing but talk about himself.  Do that very much in social media (or at a party) and you most assuredly lose.

Since it is a communication channel, social media is akin to email, using telephones, texting, having face-to-face conversations, Web-based virtual meetings, mabye even the ancient arts of faxing and snail mail letters.  Which of the communication channels in that previous sentence are constantly questioned regarding ROI?  Only social media.  Why?  Because it’s the newest kid on the communication block.  (By the way, it’s not new any more, folks.  If your business isn’t embracing it, you’re just woefully late to the party.)  When was the last time you heard a business leader question the ROI of email or of providing telephones for employees?  It doesn’t happen because email and telephones are commonly accepted means of communication.  They have been in use for so long that we can’t imagine a major business not using them.

Was this always the case for these channels?  Probably not.  I love the speculative cartoon found in Jane Bozarth’s book Social Media for Trainers:

Telephone Fear

(By the way, permission to use the above illustration came from the author, Jane Bozarth, via a private Twitter exchange around midnight last night.  How long would traditional processes take regarding copyright and publication permission?  How complicated would standard processes be?  Via social media, the request, approval, and subsequent thank-you reply took less than a minute from the start of the first message to the end of the third one.  One minute.  At midnight.  On a Saturday.)

It’s so easy to imagine the conversation in the above cartoon happening (along with the mandatory ROI questions added) when businesses first started pondering the possibility of telephones on all employee desks, and again when email was entering the workplace, and again when access to the Web at work was becoming more common.  Each of these media at some point was a very innovative and critical step in how companies communicate internally and externally – steps that no sensible business now questions.

The same is true for social media today.  It is a major communication channel growing in use and significance around the world for personal, political and professional purposes.  Its role will not be questioned several years from now.  Nobody will question its ROI in ten years because we won’t be able to imagine doing our business without it.

So can we please move forward past the skepticism stage that comes with each new technological innovation and just concentrate on using it to communicate in beneficial ways?  Stop holding social media to a different standard than other communication channels.  Stop requiring its proponents to justify its existence for business in ways that are not required for any other non-marketing communication channel.

Measure the ROI of social media in any and all ways you wish.  It’s possible.  Use any of these books to help you figure it out.  But please don’t question the necessity of its use as a common communication channel for businesses regardless of ROI.  If you expect your business to be here for the next round of technological innovations that will finally shift the conversation away from social media to what is yet to come, then accept this major shift in how communication happens today, use it to its fullest, and get on with business.

I regularly take part in conference calls involving online community managers from around the country and overseas.  We discuss our experiences, challenges and practices in leading social media efforts for our respective organizations.

The topic for today’s call was companies’ marketing efforts via social media.  Most seemed to assume that marketing is a vital reason for companies to be involved in social media.  The perennial issue of how to measure ROI came up as did the problem of having too few people to do everything the company expects.  Comparisons and contrasts were made between the experiences of the more seasoned participants versus those whose companies and personnel were fairly new to such efforts.

Throughout the call, I kept thinking that an element of the discussion was missing, so near the end of the call I brought it up.  Whether we are speaking of our online communities we lead or other business efforts, the only way we have a chance to accurately measure how successful we are at something is if we know from the beginning what the purpose is – what our goals are.  Why are we doing this?  Is it so that the company can push its products on the public via one more channel?  Is it because we have some expertise in a subject area and want to help educate others?  Are we opening up a channel for customer service?

Measuring success depends on knowing what the goals are ahead of time.  Only then can you benchmark where you were before your efforts and use that baseline to compare with the results.  My sense, however, is that too few companies and individuals have real, meaningful goals, strategies, and a means for measuring success.  That too easily results in haphazard activity that may look like things are being done, but that probably fails to meet business or personal objectives if put to the test.

That isn’t good enough to be a next practice.  We need clarity about what is important, what goals we set, how we will accomplish them and how we will measure that success.  Without those, presumed successes may be no more than dumb luck.

Leap year lesson #135 is Success doesn’t happen without goals.

How much time have you wasted in meetings? As I consider what next practices businesses should follow to move forward in innovation, collaboration, communication and efficiency, it is logical to also consider what doesn’t work. And the first barrier to productive time that comes to mind is attendance at meetings.

Some common issues I see with meetings include:

  • Most simply aren’t necessary compared to the alternative of a few key players taking the time to phone, visit or email each other.
  • There are too many people invited. One recent meeting I attended had 23 invitees. When I saw the list my first response was “Jesus only needed 12 people and look what he accomplished!”
  • The duration is set up for the default hour-long block of time used by the scheduling application. Change the default to something shorter.
  • Too often there is no clear agenda or no accountability for staying on topic.
  • Lack of documentation of what is decided or who owns what actions items resulting from the meeting open the door to confusion and disagreement later.
  • Some people are apparently afraid to speak their mind in the meeting, especially in disagreement with someone higher up the org chart, but then unload afterward privately when their thoughts can no longer be considered in the decision-making process.

I’m sure you can contribute to the list with additional issues you’ve encountered. (more…)