ROI of Social Media

Business901 Podcast Transcription
Implementing Lean Marketing Systems

Connecting Social Media and
Traditional Marketing
Guest was Guy Powell

Related Podcast:
Connecting Social Media and Traditional Marketing
thru Measurement

Connecting Social Media and Traditional Marketing thru Measurement
Copyright Business901


Over the last 20 years Guy R. Powell, based in
Atlanta, GA, USA, has done just that in senior
level sales & marketing across the globe both on
the client and consulting sides. As part of his
current consulting activities he has trained and/or
presented his findings and methods to thousands
of marketers all across the globe. All of the
concepts found in this book have been honed and
improved through his consulting and training
activities to make sure they can be specifically
applied to just about any company, regardless of size, industry,
category, target customers or country.

His company, DemandROMI, (www.DemandROMI.com) is based
on helping marketers and business executives to take these
critical concepts and implement them within his client
organizations. His consulting career began ATKearney delivering
strategic and tactical solutions to help companies fuel and
maintain extraordinary growth. While at ATKearney he worked on
a variety of wide ranging projects for both mid-tier and Global
100 companies in Europe, providing strategic assessments,
business re-alignments and turn-arounds.

Guy’s website: www.ROIofSocialMedia.com.

Guy’s Books include:
ROI of Social Media: How to Improve the Return on Your Social
Marketing Investment
Marketing Calculator: Measuring and Managing Return on
Marketing Investment
Return on Marketing Investment


Joe Dager: Welcome, everyone. This is Joe Dager, the host of
the Business 901 Podcast. With me today is Guy R. Powell, the
author of "The Marketing Calculator" and a new book "The ROI of
Social Media." Guy, I'd like to welcome you and could you give
me an introduction of yourself and your companies?
Guy Robert Powell: Sure, Joe. And thanks for having me
today. It's always great to talk about marketing and marketing
effectiveness and certainly the side of things in terms of Lean
Marketing. I guess throughout this recent book, and even
"Marketing Calculator" and "The Return on Marketing Investment”
book, going way back, all of them had to do with how you could
certainly improve your marketing effectiveness. But anyway, I am
author of two books: "The Return on Marketing Investment" and
then "Marketing Calculator." And then this recent book I have two
coauthors, which really helped to speed and improve the delivery
of how to measure effectiveness in social media and be able to
quickly improve, and learn, and experiment and do to really drive
your social media.
But in addition to my writing, I also have two companies. One of
them is called DemandROMI, which is a marketing/consulting
company to help major brands improve their positions in the
marketplace based on marketing analytics and ROI and whether
it's for traditional media or social media. And then ProRelevant
Marketing Solutions is a company that owns a proprietary
software application that we use to support our consulting
services.

Joe: I've been a long-time fan of yours. I've had "The Marketing
Calculator," for a long time. I think I got it when it first came out.
I was very interested in interviewing you because I saw you were
going to put something together to measure ROI on Social Media
marketing. You had always put marketing measurement in simple
terms to me. I didn't need Minitab. I didn't need all these
calculations and everything. You built a common sense approach

to it. So I was real interested and when I picked up the book, it
didn't have a lot of calculations in it and I was kind of surprised.
But it was a very common sense approach to how to look at
social media marketing.
Guy: Yeah, thank you. I think what "The ROI of Social Media"
book really did was to look at how to develop a measurement
framework. A lot of folks have been defining ROI as return on
influence, return on -- I don't know -- a whole bunch of different
things. And in reality, those are all important to measure the
tactical side of social media effectiveness and social marketing
effectiveness. But in reality, what we really want to do is we want
to have a tactical and a strategic tool and mechanism for us to be
able to measure how effective we're doing as it relates to
revenue, profit, and brand and market share.
So we put together this book, which has a very important concept
in there called the media engagement framework. I think that
was one of the components that really was an aha moment in
terms of how we look at, or how we need to look at, social media
when it relates to measuring effectiveness.
Joe: I have to agree with you, because that was my aha
moment of the book when I looked at that because, let's face it,
there's all kinds of tools out there and there's all kinds of data
that I can use for social media marketing and I'm getting sold
this download, try this, this subscription over here, and this
subscription here, but it's just baffling on how you tie it together.
And then what do you do with it?

Guy: Well, that's right. And one of the things that you probably
also saw in "Marketing Calculator" was the return on marketing
investment continuum, which kind of looks at how you can grow
from doing simple metrics to more complex metrics. And a lot of
the tools that are on the market today are providing great value,
but we're now I think moving quickly from getting into the simple

metrics that are very much more tactical oriented to getting into
the more strategic metrics, which then include how social media
fits in to the grander scheme of marketing as it relates to not only
the different channels that are available in social media, but also
the different channels that are available in traditional media.
Joe: I think it's important how you tie the two together. What
I've seen is there's a lot of marketing people in very influential
positions that really don't understand social media marketing. Did
you find that somewhat to be true?

Guy: Oh, absolutely. But I think that's changing and I think
people now realize that social media is here and it's here to stay
and it offers an incredible value not only for marketing, but to
support certain operations with the company, within the
company, and externally to the company. But they're definitely
now looking at it and saying, "Well, we kind of missed the boat
10 years ago when the Internet started and we're not going to do
the same thing with social media." So they're jumping in, they're
doing the right thinking as they're moving forward. They're
looking at what needs to be done to really be effective in social
media.
I think the maturation process now is moving a lot faster than it
did 10 years ago as the Internet started to come of age.
Joe: So you think they're jumping into it the right way, the good
companies?
Guy: Yes, absolutely. I think they are using certainly an
experimental approach to get out there and make mistakes fast,
so to speak, which I love the way... I heard a talk from one of the
Google vice presidents and he said, "Measure very well all that
you do, but try stuff, make mistakes fast, learn from them and
grow very, very quickly." I think that's what people are doing in
social media is that they are experimenting and they're learning a


lot. Actually one of the things that I've realized here over the last
six months is that one of the reasons why social media, the
management of social media, is kind of separated from traditional
media is that with traditional media it's very expensive if you
make a mistake. Not only is it expensive for the company, but it's
expensive for your career. If you have a bad commercial on TV,
you could really ruin your career. You can't experiment there.

Whereas, with social media if you have a good entrepreneur
running your social media, they're going to try stuff and learn and
make mistakes and then find successes, make mistakes and then
bang, bang, bang they're all of a sudden one of the leaders in
their category as it relates to their social media presence.
That requirement, that entrepreneurial requirement, is very
different from the entrepreneurialism that you'd find in traditional
media. That's why I think the social media is very well separated
from the traditional media because you have to think differently
and you have to be willing to make mistakes, quickly fix them
and use that as something you can use to grow and learn and
move forward with very quickly.
Joe: That really takes a different mindset though for an
individual, though, doesn't it? If they've got 10, 15, 20 years in
marketing?
Guy: Oh, absolutely. I think some of the marketers are able to
make that mindset switch. Some of them aren't. Certainly I think
the digital side of the equation of the marketing house is probably
more able to use that approach. They certainly are used to the
tons and tons of data that you'd see so they've been able to
really I think come out of the digital side of the house and grow
very quickly there with that experimental mindset, that
entrepreneurial mindset that you really need in social media. I
think it is more difficult to come out of the traditional side of
things to move into social media. That'll change, though. Probably

in two or three years when social media is more mature and
there's not like the wild, wild west that's out there right now
where it kind of settles down and the growth rates aren't quite as
strong as they are.
Then all of a sudden it'll be a more mature... You'll need to be
making a lot of big experiments and there won't be a lot of big
mistakes because you already will have learned what really works
and what doesn't work.
Joe: Well, one of the things that I struggle with is I see this
marketing technologist out here. He's lack of a better word, a
geek. He's been a blogger, he's this and he's that and everything.
And all at once, he's the marketing expert. But a lot of them
aren't firmly rooted in marketing principles. They're the guy that
knows something that you don't know. Is that guy to listen on
how to go after social media?
Guy: Well, I see that, too. In some respects and 10 years ago
that was what happened with digital media, and in some
respects, that has happened here as well. One of the things, if
you think about a new media channel coming of age, we're being
actually I guess presented to marketers. The knowledge of how
that media channel works is maybe more important than knowing
exactly how a brand differentiates itself in the marketplace. But if
you're able to combine both of those in terms of really
understanding marketing and brand strategy and have this really
deep understanding of how to use Twitter or YouTube or
Facebook, then you can really deliver some amazing results. But
even if you just have a reasonable marketing understanding, but
a deep understanding of a particular media channel I think you
can be very, very successful.
Joe: Well, one of the things these guys jump out and say -- and
they were saying it I think more so a year ago or two years ago
was that you can't measure social media. You just have to accept

that fact that it's going to work and its there. You need to
participate in it. Is that still true?

Guy: Well, that, first of all, was never true. I've been doing
social media measurement projects probably for the last five or
six years prior to Facebook, prior to YouTube when proprietary
social communities were out there. We've been measuring the
effectiveness of social media for a long time and I think the
reason why people say that you can't measure is because they
themselves don't understand how to do measurement. But having
been in marketing measurement now for quite a while -- longer
than I'd probably like to admit to here -- what that means to me
is you can measure everything.
One of the things that I do when I do a presentation is I usually
say... I make a very bold statement and say, "I can measure the
marketing effectiveness of everything that you do, everything! I
don't care what it is. I can measure the marketing effectiveness
of everything that you do." And people look at me. They go, "How
can you do that?" and I say, "Well, I didn't tell you how much it
was going to cost." So one of the issues here is not necessarily
whether you can measure everything is whether you can measure
the right things at a reasonable cost.
So the issue is how much do you want to invest in measurement
and then the analysis, the follow on analysis, to determine how
effective you were in order to really be able to get a good feel for
how successful your media investments are and of course your
social media marketing investments are.

Joe: I think that's interesting that you say that because there is
a cost to all that.

Guy: Oh, absolutely. Cost is the problem. If I want to, I could
send out one tweet and I could spend a billion dollars trying to
measure how effective it is, right? So obviously that would be an


improper use of a company's resources. The issue then is how do
I measure the effectiveness of a Twitter presence and my
tweeting for a reasonable cost? We need to make sacrifices. We
need to trade off accuracy potentially for the amount of money
you're going to invest in it.
Joe: So all these free tools out there that you can get and you
can measure yourself and you can see how well your blog's doing
or what Klout you have, let's say, these are good things to be
looking at, but you still have to interpret them correctly. Is that
the tough part?
Guy: Well, that's definitely a tough part. Certainly the free tools
provide some good input. You know, I like Klout and a couple of
the other free tools. Certainly then the paid-for tools like Radian6
or Sysomos or Alterian, they all provide some really, really good
data. Now what's necessary is for us to structure it properly. To
structure that data properly to really see, what are we trying to
accomplish. Always have the goal in mind as we're trying to set
our measurement infrastructure. Then secondly, make sure that
we're measuring the right things, not just the easy things. Some
of those free tools are measuring the easy things as opposed to
the right things.
So then it means for the smart marketer to think about, "Well,
what are the right things?" Develop a media engagement
framework, which is kind of the heart and soul of our book, and
use that as a way to start to think about, "Well, what is it that I
really need to measure here be successful?"

Then putting that measurement framework in place and then
start to measure those things and realizing that measurement is
not free. It's not free from, there's usually a... Even if there's a
free tool out there, I still have to spend time at it. So there's
always a time and a money issue in terms of how I get data and
how accurately I get that data and how timely I get that data.

Joe: That's what I always consider this triangle of time, money
and skill. They're always going to equal out, somehow.

Guy: Yeah, exactly those. Yeah that's...
Joe: If the delivery is cheap, you may find out that you have to
spend a lot of time and a lot of skill to get people to read it.
I think that's interesting you say that because the media
engagement framework, it really has to be tied to your customers
somehow and how they react, or maybe not your customers, but
the market?
Guy: Absolutely. And just for those that haven't read my book
yet -- and I hope you'll actually, after this, go out and get
it -- the media engagement framework has three dimensions to
it. Certainly the customer, the consumer has to be at the heart of
that. The consumer makes purchase decisions, so we need to
understand how they make purchase decisions. But in social
media we have two other major players in the marketplace that
deliver messages about my brand or about my competitor's brand
or about the category or about the distribution channel. Those
two other players are certainly influencers and then the last one
is individuals, individuals that may or may not be a consumer.
If we understand how our marketing affects the individuals and
how they will engage with us and become a member or subscribe
to our site or what have you, then we can understand how to
better implement our marketing tactics to drive engagement and
drive value for us as those individuals potentially become
consumers.

Then on the other side when we're thinking about influencers, we
also need to understand, "Well, how do our marketing activities
influence the influencers? How can we get them to write about us
every day always positively to as many people in the world as we
can?"

When in reality we know we'll never get that level of engagement
from or endorsement, rather, from our influencers. But realizing
that what we want to do is we want to get as much endorsement
out of the right influencers as possible, given the fact that those
endorsers or those influencers are going to be also influencing for
other brands and other competitors and other things in the
marketplace.

Joe: I think that is one of the Aha moments in your book to me.
I had a couple of them in it, actually. Is that when you start
segmenting and looking at those segments, I think you really did
a nice job of explaining that and made me think of that's truly
how you start segmenting an audience, anymore. It's not
necessarily a target market that you can go after. It's more about
the touch points and who you're touching with what message.
Guy: Absolutely and, you know, it's interesting: the reason why
we called it a media engagement framework and not a social
media engagement framework is because it also applies to
traditional media. So in traditional media I may have a sponsor
with Tiger Woods, who happens to be an endorser. So that
person, Tiger, would have the same requirements as we look at
how he endorses our brand versus the Accenture brand versus
the Nike brand and how we can get more endorsement share out
of him as a sponsored endorser.
When we look at the media engagement framework, it really is all
about how we look at media in general, whether it's traditional or
social. We built that media engagement framework so that it
would apply to both traditional and social media. It's interesting,
your comment as well, a lot of the comments that we've gotten
to date are that what we talk about in the book is how marketing
works in general. How marketing tactics and strategies work and
then, "Oh, by the way, we're applying it to social media."


So that actually, I think, is how you have to approach social
media and traditional media and marketing ROI and then social
marketing ROI is that they all have to follow the right strategy.
You really have to have marketing strategy in mind before or
during the process you're putting in, during the time you're
putting your measurement framework in place. If you understand
strategy and if you understand metrics and how those metrics are
there to support the strategy then you realize that they have to
go hand-in-hand.
Joe: I think the metrics are more important in today's marketing
than they were in the past. Do you agree with that?
Guy: Well, that's interesting. I can see cases where you could
agree with that. I can see cases where you disagree with that. If
you're looking at just metrics as it relates to social media, they're
important. But because social media is just going like crazy, you
can still make mistakes and still not be at optimum and yet be
able to do very well. I think that's the case with any new media
and that was maybe the case with Internet and digital five or 10
years ago. But on the other hand, though, I think one of the
things I've seen especially in the U.S. and Europe where you have
mature markets, metrics are the things that are going to give you
a strategic advantage. If you can do metrics better than your
competitors, if you can do the analytics better than your
competitors, you are going to grow faster than them. And
therefore it's a strategic advantage.
They're important as well in emerging markets, if you think about
China. But there, first of all, the data isn't there, on the one hand,
at the same level of detail as it might be in the West. So the
metrics are still important and you still want them, but the
market is growing so fast that even though you're making
mistakes you're still growing.


That will change. As the Chinese market or the Indian market
kind of matures then it'll be more and more about metrics and
operations and marketing as to who will be the winners and who
will be the losers.
Joe: I look at marketing from the perspective of gaps, OK. We
have a target here that we want to reach and here's where we're
at today. Usually the biggest problem is getting a measurement
for the beginning, where we're at today. Because, you know, a lot
of times there isn't a measurement.

If you can get that and then see what gap you think are realistic
or the optimum gap or what you can close in a short amount of
time, that's how I look at metrics. And I look at them from the
perspective that you just about have to do that for any marketing
today to really get a sense of where to spend your money and
how to prioritize. Does that make sense?
Guy: Yeah, absolutely. You are right about in some cases you
don't have a good measure of where you are. For example, we're
running a project right now in Vietnam. There we only have
coverage of good data for a certain number of the top cities in
Vietnam and there's only so much you can do. So you have to
take that data and realize that it has some shortcomings to it and
do your best with what you have. Hopefully, provide feedback to
the agency that's providing you the data to be able to say, "Hey
listen, we need better data in these three areas. Here's how much
it's worth to us, so here's how much we're ready to pay for it."
Joe: Can a small guy do this? Can a small organization do this?
Guy: Well, you know, that is definitely an issue. I will admit
because of size, larger organizations do have an advantage
because they do have they have the ability to spend more money
on data and be able to get value out of that data. Smaller
organizations need to still get and use data properly and invest in


it. Typically that means they're spending more of their marketing
budget on data, as a percentage, than a larger company might.
But if they really, really and truly want to be successful then
getting the right kind of data and the right level of data is a
critical component to their success.
Joe: I think from a small perspective that a company can use
something like just their Google Analytics, their Klout scores and
to measure to see if their blogging, if their twittering is paying off
to them as long as they don't look at it in such a minuscule
framework or try to zero it down too far. There are tools out
there that they can do that quite effectively if, as you say, they
really look at the medium engagement framework, have that on a
whiteboard in front of them.
Guy: Absolutely. No, I think you're right. There's no question
that there is some very good, inexpensive or free tools that you
can use. You know, Google Analytics or Google Alerts. Google
Alerts is free. But if you want to go to the next level then you
have to pay for a Radian6. Yet, Google Alerts, for a small
company, is a very good tool to understand what's going on
concerning key search terms that are relevant to their company.
Joe: When you look at consumer-to-consumer communications
and you break it down into word of mouth and social media, is
there a difference between let's say, face-to-face word of mouth
and online social media put in one then the other?
Guy: Well, absolutely. First of all they are definitely different.
Social media is the online element of consumer-to-consumer
communications. We kind of define word of mouth as being the
face-to-face. Face-to-face takes place every day whether there's
social media out there or not, whether there's online or not.
Face-to-face can be driven by advertising, by traditional
advertising. We talk about Coca-Cola at the cooler or we talk


about other brands, Starbucks, or whatever it happens to be,
face-to-face.

What social media does it now allows a couple of things. First of
all, it allows us to have other people see our messages. So, if I've
put out a tweet about Coca-Cola, then other people can see
those, including the brand and including the competitive brands.
Secondly, those tweets or those Facebook posts, or those blog
posts are all stored. So they're out there forever and I can now
go back and look at them for over the past and see, what did Guy
Powell say about Coca-Cola over the last two years. So that's
definitely the difference between social media and face-to-face.
I think, though, face-to-face is probably more effective than
social media and it probably will, I think the effectiveness of
social media will probably start to decline as we continue to add
new friends and what have you to our profiles. That's because
face-to-face, there's only so much time that we do, you know,
that we have in the day. And when we have a face-to-face
conversation about a brand then we're only talking to one or two
people and that message can be very persuasive both positively
and negatively about that brand.
Whereas with social media and online, I might have 100 fans or
friends today, that I'm very close with, and so when I say
something in social media to those 100 friends, then they're
going to go, "Oh yeah, Guy said that, so that must mean that
Coca Cola is an important brand."
Whereas, a couple years from now, I might have 1,000 friends,
and they're going to say, "Well, How do I know Guy? I don't quite
remember. Where did I meet him? Was it at that trade show?"
And yeah, that's an interesting message about Coke, but it still
isn't as effective as me talking face-to-face about how much I like
Coca-Cola, for example.


Joe: So you're saying as we get stronger and stronger in social
media, and bigger and bigger numbers that we're reaching out to,
our engagement is going to kind of soften.
Guy: I think so, I definitely think so. I think even at the brand
level, how does a brand, that let's say, Olay has 250,000 fans,
how is the engagement now, from a marketing perspective, to
those 250,000 fans that Olay has, how does that change when we
look at Coca Cola that has 25 million fans? So from a marketing
perspective there's some interesting dynamics in there. I think
the overall level of effectiveness will go down, just because now,
we're now getting to the second tier and the third tier level of
fans and friends and what have you, and so it has to go down.
I were talking in preparation for the call, one of the things that a
lot of marketers do is they say, "Well, we want to be at six
percent today, and we want to be at 10 percent tomorrow," in
some measure, of let's say in loyalty or what have you. But it
may turn out that that incremental four percent, even though
we've increased our loyalty by that four percent, the level of
value that we get out of that four percent may not be as high as
the level of value that we would get out of the original six.
So I think there's always a diminishing return, and I think that's
really the key concept as it relates to social media as we move
forward in social media engagement and then the value that
social media will play here over the next couple years.
Joe: So I kind of reflect back to something that you mentioned
in your book which was the 90-9-1 rule. And you may want to
explain that a little bit, but is it still a numbers game?
Guy: Well, let me explain the 90-9-1 rule. Basically, if we have
100 fans, then 90 of them are just going to be there to read or
consume the content that we might put out. About nine of those
are going to be more active, and they might write a comment, or


a like, or maybe even do a post. And then that one is actually
going to be very active and tell their friends and advocate that,
"Hey, you need to join this web page because it's really cool," or,
"You need to join this social media community," rather, "because
it's really cool." And so that's kind of where the 90-9-1 concept
comes from. And that's probably how it is. Today, we've seen
numbers that, OK, so maybe it's 80, 15, and five or something
like that.
But the second thing, though, is, and I think this gets to your
question, how do you move people from the 90 group over to the
nine group? Or how do you move people from the nine group
over to the one group? That's where I think there's some very
interesting marketing opportunities that marketers can now
engage in to drive people down that engagement funnel, which is
one of the other concepts in the book.

How can we drive people down that engagement funnel to get
people from the 90, a few of those to be in the nine so that the
nine might go to 10, 11, or 12? And then how do we get the nine
now to go down to the one level, the advocating and inviting
level, so that that might become a 2, 3, or a 4?
I think that's where marketing, now at the next level of detail,
has an enormous amount of opportunity as they look at social
media. I'm hoping that the other thing that will happen, because
Facebook has become such a major player in social media, that
Facebook will start to realize how important this engagement
funnel is, and start providing more detailed statistics through
their Facebook Insights on how successful a marketer has been in
moving people down that engagement funnel.
Joe: I have to agree with you, because I think that from a
marketing standpoint, and from a guy that looks at metrics,
Facebook kind of disappoints me.


Guy: Well, I don't know. I mean I think...yes but I think they've
got bigger fish to fry. Certainly, when you think about the original
purpose of Facebook, which was to bring friends together. Now
that's changing to bring brands and friends together, then the
brands are going to start making demands on Facebook. I think
Facebook is already responding to that. The Facebook Insights,
and the newly released version, I'm sure they're going to have
more and more stuff that's going to be very, very helpful to
marketers. Offering value for the brands and offering value for
the Facebook fans that they have.
Joe: Is this marketing really any different than the basic
marketing we were doing 10 or 15 years ago? Are we just calling
it different names and using different tools now? We're still trying
to work everyone down the marketing funnel, aren't we?
Guy: I couldn't agree more. I could not agree more. Maybe that
shows my age, but when I look at Facebook, and then 10 years
ago at the Internet, it's all about marketing as a science, and how
you look at segmenting your consumers and segmenting and
understanding what motivates different people and consumer
behavior. It happens to be now that we just have a different
media channel. It happens to be one where the consumer can
actually respond. But in the reality, it's the same techniques
being applied to a new media channel. That's why I think this
social media is going to be so valuable because you can apply all
of these techniques. You can do it in a very rich data set so that
you can easily measure, and monitor and manage what's going
on.

Joe: The other thing that I've noticed in a lot of studies and a
couple of surveys that I've read from different groups is where
they look at where the customers hang out, or where they get
leads from, what's a valuable source to them. You go to the
offline things, as far as trade magazines, and even trade shows,
advertising, PR, you go to the webinars, you use all the different

online tools, and what I noticed about them is that they're really
all pretty level. There isn't like one of them that stands out: "This
is the way I need to do it." The only one that really stands out is
referrals or something like that. But most of them aren't that far
apart on most of the studies I have seen. That tells me that it's
more about touch points than it is about diving into one thing
that works.

Guy: But I think the reason why they're level is that it has now
matured to a point where most of the players that are doing
webinars or doing these online events have learned from
everybody else, so they're following best practices. Because of
that, they've reached kind of a plateau. I think that's also one of
the things that makes it so difficult to put out a viral video, or a
viral campaign. Everyone would like to have a viral campaign as
successful as the Blendtec "Will It Blend?" video series. But that
used to be easier because people were making up best practices
as they went along, and some people did it faster and better or
earlier than others. Now I think, where or what is going to be the
next "Will It Blend?" video that can become the big viral hit that
they were able to.

I think it's harder now. I think people have realized, "Hey, this
media has not necessarily reached the saturation point, but
certainly well along its way of getting there." And so, for a viral
video to really stand out, or a viral activity to really stand out, I
think it's much, much more difficult.
Joe: If you were going to tell someone their next step to do in
social media, what's on the horizon? What should I be doing this
year to improve my efforts in social media? Could you just give
me a couple things?
Guy: Well, I think the big one that really hasn't matured yet, but
I think there's enormous opportunity, is social CRM. As we were
putting the book together, it was clear that there wasn't really

much out there yet, but the early tentacles were starting to form,
and I think over the next year or two, social CRM is a major,
major opportunity for marketers. When this concept comes to
fruition, I can then tie my known consumer behavior of past
purchases and past complaints and customer service with
messages that they may have sent out in the social media space
and be able to now tie those two together and be able to do
things with it.
If you're a smart marketer, and know how to play with analytics
and data, then something will be there that we'll be able to take
advantage of and use as we look at providing service, or
marketing to folks, or just reaching out to them to improve your
position in the market.
Joe: You kind of have some of that now going on when I open
up my Outlook and my email and I've got a list of the persons
participating out there in social media.
Guy: Absolutely, I think if Salesforce.com and Siebel and
Peoplesoft and some of the other guys out there, I'm sure they
are investing very heavily in social media and social CRM.
Joe: Is there anything upcoming that someone can participate
with you in? Do you have any workshops or anything?
Guy: Yes. Absolutely, we've got a series of workshops starting
on June 27th and 28th we're doing a two day social media
strategy and ROI workshop and we are presenting a lot of the
concepts out of the book, which by the way can be found at
ROIofSocialMedia.com, and as well as on Amazon and Barnes and
Noble and wherever books are sold. So hopefully you'll look at
the book, but if you could join us at our workshop coming up,
that would be fantastic. We will be doing a series of them, so we
will be coming to cities near you as we put that process in place
over the next six months around the U.S., and even globally.


Joe: What is the best way to get a hold of you?

Guy: By email: GPowell@DemandROMI.com. I am also at
GPowell@ProRelevant.com. I am also on Twitter @GuyPowell, I'm
on Facebook at Marketing-Calculator. We're at
ROIofSocialMedia.com. There's probably 10 other places that you
can find me. If you do a search on Guy Robert Powell and
Marketing ROI and ROMI, you'll definitely find me coming up to
the top. Oh, by the way, of course, I'm on LinkedIn. And actually
we have two very vibrant groups in LinkedIn that I invite
everybody to. One of them is called Marketing ROI and
Effectiveness, and the other one is called ROI of Social Media.
Joe: Well, I would like to thank you very much, Guy. You've
been very informative and I appreciate what you've shared with
everyone. I would recommend both of your most recent books. I
have to admit, I didn't read your first book, which, maybe I
should?
Guy: Thank you very much, Joe. I appreciate it and I appreciate
the recommendations. I love talking about this stuff, and I'm sure
we could go on for another two or three hours.
Joe: Again, thank you. This podcast will be available on
Business901 blogsite and the Business901 iTunes Store.
Guy: Thank you.



Joseph T. Dager
Lean Six Sigma Black Belt
Ph: 260-438-0411 Fax: 260-818-2022
Email: jtdager@business901.com
Web/Blog: http://www.business901.com
Twitter: @business901
What others say: In the past 20 years, Joe and I
have collaborated on many difficult issues. Joe's ability to combine his
expertise with "out of the box" thinking is unsurpassed. He has always
delivered quickly, cost effectively and with ingenuity. A brilliant mind that is
always a pleasure to work with." James R.

Joe Dager is President of Business901, a progressive company providing
direction in areas such as Lean Marketing, Product Marketing, Product
Launches and Re-Launches. As a Lean Six Sigma Black Belt,
Business901 provides and implements marketing, project and performance
planning methodologies in small businesses. The simplicity of a single
flexible model will create clarity for your staff and as a result better
execution. My goal is to allow you spend your time on the need versus the
plan.

An example of how we may work: Business901 could start with a
consulting style utilizing an individual from your organization or a virtual
assistance that is well versed in our principles. We have capabilities to
plug virtually any marketing function into your process immediately. As
proficiencies develop, Business901 moves into a coach’s role supporting the
process as needed. The goal of implementing a system is that the processes
will become a habit and not an event.

Business901 Podcast Opportunity Expert Status


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