said 1 year, 1 month ago:
@heatherearley There are some valid points being made above, and as someone who gets hammered to show ROI, I wanted to throw in my thoughts as well:
1. I would strongly encourage you to stop using the words “Social Media” when talking with the owner. He is probably thinking that “Social Media” is the equivalent of FarmVille. So he isn’t interested.
2. Target a few specific tools, identify them as tools, and then figure out how the tools will help you do something you either A) want to accomplish, or B) want to do better.
(DISCLAIMER: I have no idea how this company is set up, I’m just guessing based on my previous employment in manufacturing)
Do you offer training on proper use of the epoxy? Do you have sales staff that do demonstrations? Why aren’t those being filmed and put up on YouTube, then linked to a Google+ Account and your website?
Benefits to him:
A. Potential customers that view video before contacting a vendor are roughly 40% more likely to close then those that do not (Source: Webmarketing123)
B. Sales staff have a larger tool box to impress potential customers with. Video replaces pamphlets, and also reduces costs (a savings) in that the sales staff can now reference a video instead of handing out costly to print and ship paper products that are not as dynamic.
C. By producing multiple links back to your site through Google controlled channels (Google+ and YouTube), you increase your relevancy in search, which makes it easier for prospects to find you.
D. A more efficient sales staff able to use a multimedia presentation to win over potential customers.
It takes multiple touches to close any sale. These tools help make those touches more powerful and dynamic. The ROI benefit for the proposed manufacturer above would come through increased efficiencies reducing costs within the value chain.
The words in that above paragraph should hopefully make more sense then “engagement” and “social.” But again, you need to have a strategy in place, and show how the tools you identified will make that strategy a reality. You also need to know current sales figures/goals, and I’d grab the past five year performance ratios for the sales staff (if you use SAP Business Objects, that should be a configurable option), then what you can do is show him a trend line developed off of the last 20 quarters, and then show him a trend line with estimates from the use of the tools you want to use.
Hopefully that makes sense! I sent you a friend request, and can speak privately to help you develop and adjust your plan if you need the assistance.