Tag Archives: The Little Book of Leadership

Measuring the ROI of social media? There’s a laugh, and a joke


By Queens Courier Staff | editorial@queenscourier.com

By Jeffrey Gitomer

I got an (unsolicited) email offering a webinar to teach me about how to measure, and the importance of measuring, the ROI of social media.

TOTAL JOKE. And a bad one at that.

Social media, business social media, is running wild – with or without you. Your customers and prospective customers are posting on Facebook whether you have the balls to have presence there or not.

And I am not just talking to companies – I am talking to YOU – the individual.

CONSIDER THIS: Of all the grassroots revolutions that have occurred on social media, none of them were started by companies or a governments. They were all started by people – people who were excited, people who were afraid, people who were pissed, and people who wanted change and spoke up. They spoke over CEOs, media, newspapers, government, lobbyists, and politicians.

HERE’S WHAT THEY SHOULD MEASURE: LRI otherwise known as Lost Revenue (and goodwill and customer loyalty) of Idiots.

While Macy’s and most other department stores are/were measuring ROI, Zappos is cleaning their clock, delivering value, connecting with and responding to customers one on one, and building a billion dollar empire in less time than it took Macy’s to expand to a second store 100 years ago.

Webinars on the subject of ROI of social media are likely run by the same people who thought Amazon.com wouldn’t make it. If Bezos measured the ROI at Amazon in the first five years, he would have quit. He accomplished domination while Barnes & Noble was measuring ROI, and Borders was going broke.

Amazon now has total market dominance based on leadership, vision, and technological excellence. Same with Apple. Microsoft used to laugh at them, now their employees all have iPads and iPods at home.

Measure? No, INVEST RESOURCES IN SOCIAL MEDIA WITHOUT MEASURING. NOW!

It’s way too soon to measure.

MAJOR POINT OF UNDERSTANDING: If they had measured the ROI of TV, or the computer, or the automobile, or the telephone, or the Internet after 5 years, NOBODY would have gotten involved, and we’d be in a technological bog – sinking.

Wake up and smell the opportunity!

People guarding nickels have no idea of the power or the value of business social media, much less social media. They have no idea of the lost opportunity, or the lost revenue. They have no idea of the perception and participation of customers.

My bet is people who measure the ROI of social media HAVE NEVER TWEETED. Wanna take that bet?

I define these people as the ones who still have a small rubber circle in the middle of their keyboard – completely out of touch with what’s new, and trying to prevent the unstoppable force of progress, and customers.

Wanna know who else “measured” financial return?

Blockbuster measured online movie services.

BlackBerry measured smartphones.

Microsoft measured music players.

Billion-dollar MIS-MEASUREMENT: Bank of America DIDN’T measure or understand the power of Facebook. They were greedily measuring increased revenue from debit card customers. Their billion dollar loss paled in comparison to their complete loss of goodwill. I doubt they will recover in a decade.

All of those companies are/were foolish.

There’s one company you want to take their time, measure nickels, rely on lawyers, and stick their big toe in the water before getting involved – that one company is your biggest competitor.

Here’s an easy plan to get rolling in a week or two:

1. Gather the email addresses of EVERYONE in your world.

2. Create a first-class, well tagged with key words, business page on Facebook, LinkedIn, and Twitter.

3. Start a YouTube channel by inviting your customers to film WHY they bought from you.

4. Map out a strategy, and goals for engagement, for Facebook, LinkedIn, Twitter, and YouTube.

5. Assign someone to monitor, post, and RESPOND to all who engage.

6. Create six value-based messages, two each for Facebook, LinkedIn, and Twitter.

7. Shoot 2-3 value-based (something your customers could use) videos and post them on YouTube.

8. Invite all of your customers to join you by sending examples of your value messages. I recommend one campaign per media for four weeks – but have links to all in each email.

9. Post something every day on Facebook. Tweet something every day. Link with 2-5 people every day. Post one video a week.

10. If you really want to create some buzz, convert your contacts to Ace of Sales (www.aceofsales.com) – and send emails that differentiate yourself from the competition.

10.5 Only listen to your lawyer if they tell you what you CAN do.

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at salesman@gitomer.com.© 2012 All Rights Reserved. Don’t even think about reproducing this document without written permission from Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112 

Measuring the ROI of social media? There’s a laugh, and a joke


By Queens Courier Staff | editorial@queenscourier.com

By Jeffrey Gitomer

I got an (unsolicited) email offering a webinar to teach me about how to measure, and the importance of measuring, the ROI of social media.

TOTAL JOKE. And a bad one at that.

Social media, business social media, is running wild – with or without you. Your customers and prospective customers are posting on Facebook whether you have the balls to have presence there or not.

And I am not just talking to companies – I am talking to YOU – the individual.

CONSIDER THIS: Of all the grassroots revolutions that have occurred on social media, none of them were started by companies or a governments. They were all started by people – people who were excited, people who were afraid, people who were pissed, and people who wanted change and spoke up. They spoke over CEOs, media, newspapers, government, lobbyists, and politicians.

HERE’S WHAT THEY SHOULD MEASURE: LRI otherwise known as Lost Revenue (and goodwill and customer loyalty) of Idiots.

While Macy’s and most other department stores are/were measuring ROI, Zappos is cleaning their clock, delivering value, connecting with and responding to customers one on one, and building a billion dollar empire in less time than it took Macy’s to expand to a second store 100 years ago.

Webinars on the subject of ROI of social media are likely run by the same people who thought Amazon.com wouldn’t make it. If Bezos measured the ROI at Amazon in the first five years, he would have quit. He accomplished domination while Barnes & Noble was measuring ROI, and Borders was going broke.

Amazon now has total market dominance based on leadership, vision, and technological excellence. Same with Apple. Microsoft used to laugh at them, now their employees all have iPads and iPods at home.

Measure? No, INVEST RESOURCES IN SOCIAL MEDIA WITHOUT MEASURING. NOW!

It’s way too soon to measure.

MAJOR POINT OF UNDERSTANDING: If they had measured the ROI of TV, or the computer, or the automobile, or the telephone, or the Internet after 5 years, NOBODY would have gotten involved, and we’d be in a technological bog – sinking.

Wake up and smell the opportunity!

People guarding nickels have no idea of the power or the value of business social media, much less social media. They have no idea of the lost opportunity, or the lost revenue. They have no idea of the perception and participation of customers.

My bet is people who measure the ROI of social media HAVE NEVER TWEETED. Wanna take that bet?

I define these people as the ones who still have a small rubber circle in the middle of their keyboard – completely out of touch with what’s new, and trying to prevent the unstoppable force of progress, and customers.

Wanna know who else “measured” financial return?

Blockbuster measured online movie services.

BlackBerry measured smartphones.

Microsoft measured music players.

Billion-dollar MIS-MEASUREMENT: Bank of America DIDN’T measure or understand the power of Facebook. They were greedily measuring increased revenue from debit card customers. Their billion dollar loss paled in comparison to their complete loss of goodwill. I doubt they will recover in a decade.

All of those companies are/were foolish.

There’s one company you want to take their time, measure nickels, rely on lawyers, and stick their big toe in the water before getting involved – that one company is your biggest competitor.

Here’s an easy plan to get rolling in a week or two:

1. Gather the email addresses of EVERYONE in your world.

2. Create a first-class, well tagged with key words, business page on Facebook, LinkedIn, and Twitter.

3. Start a YouTube channel by inviting your customers to film WHY they bought from you.

4. Map out a strategy, and goals for engagement, for Facebook, LinkedIn, Twitter, and YouTube.

5. Assign someone to monitor, post, and RESPOND to all who engage.

6. Create six value-based messages, two each for Facebook, LinkedIn, and Twitter.

7. Shoot 2-3 value-based (something your customers could use) videos and post them on YouTube.

8. Invite all of your customers to join you by sending examples of your value messages. I recommend one campaign per media for four weeks – but have links to all in each email.

9. Post something every day on Facebook. Tweet something every day. Link with 2-5 people every day. Post one video a week.

10. If you really want to create some buzz, convert your contacts to Ace of Sales (www.aceofsales.com) – and send emails that differentiate yourself from the competition.

10.5 Only listen to your lawyer if they tell you what you CAN do.

Jeffrey Gitomer is the author of The Sales Bible, Customer Satisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email him personally at salesman@gitomer.com.© 2012 All Rights Reserved. Don’t even think about reproducing this document without written permission from Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112

 

Getting training in order. The correct order.


By Queens Courier Staff | editorial@queenscourier.com

By Jeffrey Gitomer

Many companies are considering training programs for the new year.

New budgets. New needs. New opportunities.

And most companies will concentrate on “it.” Whatever it is — more sales, a new product launch, customer service, internal operations, diversity or whatever is “pressing.”

All of that is wrong — or should I say, out of order.

Before you train ANYTHING, before you launch any new program or initiative, ask yourself these two questions:

1. How positive are the attitudes of our people?

2. How attitudinally receptive will our people be to this training?

If the answer to “How’s our attitude?” is “Not too good” or “Inconsistent” or “My attitude is great, it’s everyone else’s attitude that’s the problem!” then the training will be met with resistance, and will fall short of your expected outcome. Way short.

The answer to this dilemma is very simple, yet it’s overlooked at most every company in the world: Train attitude first. Positive attitude. YES! Attitude.

Positive attitude is not a “program” or an “initiative.” It’s an imperative. It’s not the “flavor of the month.” It’s the feeling of and for a lifetime. Your lifetime.

Attitude is the mood of every employee. Positive attitude leads to positive productivity and positive communication.

Attitude is both foundational and fundamental. Attitude is foundational to all aspects of corporate productivity, communication and harmony. It’s the basis for what is erroneously known as morale. It’s NOT morale — it’s attitude. Low morale is a symptom — poor attitude is the problem.

Attitude is fundamental to all aspects of job performance. How much more profitable would your company be if EVERY employee (including you) had the attitude of yes?

These days attitude is easily deteriorated — cutbacks, budget cuts, over-tasked employees, poor leadership, lower profits and increased pressure to “do more with less.” Yet attitude is virtually ignored by every company HR and training department. Why? It’s hard to measure the ROI. Pity.

You’ve heard the expression: Attitude is everything.

Let me break it down for you so you can have a better understanding of how “everything” attitude really is:

Your attitude rules your mood.

Your attitude rules your self-esteem.

Your attitude rules your communication.

Your attitude rules your interactions.

Your attitude rules your thought process.

Your attitude rules how you perceive things.

Your attitude rules how you perceive people.

Your attitude rules how others perceive you.

Your attitude rules your service.

Your attitude rules your sales.

Your attitude rules your career.

Your attitude rules your family.

Your attitude rules your life.

In your business, your attitude rules your sales, your service, your communication and internal morale. And at the end of positive attitude in your business is a ton of referrals and a great reputation.

Pretty important, huh?

Well, if your attitude is so important, how come you don’t spend 15 minutes at home each morning building it? Or 15 minutes in the morning when you get to work? What are YOU doing to ensure that every employee gets a daily YES! message?

Here are a few more attitude insights:

• Attitude starts at home with your family.

• Attitude is personal. It’s not about other people or other circumstances. Attitude is ALL about you.

• Attitude is selfish. You do it for yourself FIRST. Then and only then can you give it, or pass it along, to others.

• Attitude is a choice. You are ALWAYS free to choose: How you give value. Doing what you love. Having the right attitude.

• Attitude is a gift and a blessing — self-given and self-imposed. And it is my greatest hope that you discover that truth and bless yourself forever.

Maybe it’s time to invest in attitude training.

 

Jeffrey Gitomer is the author of The Sales Bible, CustomerSatisfaction is Worthless Customer Loyalty is Priceless, The Little Red Book of Selling, The Little Red Book of Sales Answers, The Little Black Book of Connections, The Little Gold Book of YES! Attitude, The Little Green Book of Getting Your Way, The Little Platinum Book of Cha-Ching, The Little Teal Book of Trust, The Little Book of Leadership, and Social BOOM! His website, www.gitomer.com, will lead you to more information about training and seminars, or email himpersonally: salesman@gitomer.com.

© 2012 All Rights Reserved – Don’t even think about reproducing this document without written
permission from Jeffrey H. Gitomer and Buy Gitomer . 704/333-1112