Return on Relationship (ROR)

ROI - Return on Investment.  It factors into how much you spend (or don't spend) on a product or service for your small business or non-profit.  Will you get more out than you invested?  And if so, how much more?  And how will you know?

ROI is a difficult subject when it comes to social media because you are trying to measure relationships.  Building and nurturing relationships is what social media is all about.  Those relationships can led to new customers, donors or volunteers.  Yet, social media platforms can also help your current clients and supporters to develop a deeper and more meaningful relationship with your business or organization.  That is why social media is so critical and creating ways to measure not just ROI but also Return on Relationship (ROR) is very important.

Here are a few ideas about how to measure ROR:

- Know what types of relationships you HAVE with your current customers or supporters and what type of relationship you WANT to have with these folks.  This will help you establish goals or markers so you can determine if your social media strategy is giving you a healthy ROR.

- Create opportunities for interaction.  Too often small businesses and non-profits use social media for one-way communication, a sort of cyberspace bulletin board.  Relationships require give and take.  Your posts and feeds and tweets should be designed to encourage interaction.  The number of "likes," comments or retweets can tell you if you are starting a conversation or doing all of the talking.

- Having said that, set realistic goals for interaction.  It is unlikely that 80% of your Facebook fans are going to respond to any given post.  That is OK, since not ever post or tweet or link is going to connect with all of your supporters or clients.  Think about your relationships and who you are really trying to reach with your messages (a fraction of your total audience) and then work towards 5-10% interaction from that group.

- Ask for feedback.  Talk to your customers or volunteers.  Find out if they are connecting with you via social media.  If so, are they reading your posts, tweets, blog or links?  If not, take a deep breath, put your ego on hold, and ask the right questions.  It is not a good idea to ask them why they don't pay attention to you.  That will just put them on the defensive.  Rather, ask what types of posts or blogs or tweets they do interact with.  What peaks their interest?  Keep it simple and direct and think about a way you can reward them for taking the time to share their insights with you.

ROR is a vital part of your social media strategy.  Don't overlook it when you are planning how to use social media to grow your small business or non-profit.  Questions? Need some more ideas about how to factor in ROR? Visit me at www.rubateconsutling.com or e-mail me at roger@rubateconsulting.com.

©2011 Roger Burns-Watson, All Rights Reserved

Using Social Media To Hit 'Em Where They Are

"Keep your eye clear, and hit 'em where they ain't"—"

Willie Keeler

Great advice if you are stepping up to the plate in a baseball game.  Not so helpful if you are trying to reach people through social media.  There are dozens of social media platforms created every day, and just as many relegated to the trash heap.   A few years ago Facebook was an idea to connect college classmates.  Five years from now it may not even exist.  So, which platforms do you use?  How do you hit 'em where your customers and donors are?

First and foremost, don't guess.  Ask.  Too often non-profits and small businesses make assumptions about social media based on two criteria: the age of their clients or volunteers, and their own personal use (or lack thereof) of social media.  And too often they miss what is really going on.  While age has some impact on the use of social media it is a very bad idea to determine that older folks don't use social media, or that younger people are obsessed with it.  Make it a priority to ask all of your customers and supporters about their use of social media regardless of age (or income, education or any other filters you might be using).  Through informal conversation or a simple social media survey you can get a real handle on what platforms they are using and how often they use them.

Second, just because you don't tweet does not mean your customers are not avid users of Twitter or other social media platforms.  Once you know what platforms your clients are using start connecting to them through those platforms.  Learn to love Foursquare...okay, maybe just grow to like it as a friend, but use it.  Make it a part of your social media strategy.

Third, keep your eye on the future.  Your current customers or donors may not be heavy users of social media now, but that does not mean that new clients and volunteers won't be.  Your customer, donor and volunteer bases are not static.  They are every changing and their use of social media is in a constant state of flux as well.  Your social media strategy needs to take change into account and be designed to add platforms later on that may not be very helpful today.  That way you can ensure that you hit 'em where they are.

©2011 Roger Burns-Watson, All Rights Reserved

Social Media - It Is Not All About You!

When it comes to using social media so many non-profits and small businesses lose sight of one simple fact - it is not all about you.  Too often the first question I get from clients is, "How do I get more people to like/follow/subscribe my organization or business?"  This is not a bad question.  The problem is what drives people to ask it.  In most cases it has to do with organizations and businesses wanting more people to use their social media platforms so that their business or organization will grow.  Of course social media can help you grow.  Yet, if your first concern is about you and your organization then you run a high risk of missing out on the power of social media platforms.  It is not all about you.

Rather, your first thought should be about your customers, clients, donors and partners.  And your first question should be about how you can use your social media platforms to meet their needs.  Think about it for a minute, how many people use social media platforms in order to be sold goods, services or opportunities to give?  Yes, people go to websites to shop, and Groupon and other such sites are popular with consumers, but most folks are using social media for other reasons.  They are looking to stay connected, maintain or nurture relationships, be amused, distracted, inspired, and heard. 

Organizations and businesses that use social media effectively strive to know their customers, clients, donors and partners needs and then figure out ways to meet those needs (within the context of what those organizations and businesses specialize in).  These professionals understand that the fastest way to grow their social media base is to shift the focus from their organizations to the people they serve.  Growth in the number of likes/followers/subscribers comes because these organizations bring value to the lives of the people they are reaching out to. 

What drives your organization or business' social media strategy?  Are you committed to identifying and meeting the needs of your clients or donors?  If not, what are you waiting for?  Questions? Don't be afraid to ask. Rubate Consulting is here to help.

©2011 Roger Burns-Watson, All Rights Reserved

Using your social media to help your partners

Every business, non-profit and organization has partners.  Your partners make it possible for you to stay in business and fulfill your mission.  The more successful your partners are the more successful you are going to become.  You can use your social media platforms to help your partners grow and also expand your base of support.  Here are some tips to make that happen:

-KNOW YOUR BRAND.  You can allow partners to post on your Facebook page, or reTweet something they Tweeted, but you need to ensure that their content is consistent with your brand.  Just because one of your partners is having a yard sale next weekend does not mean they should use your social media platforms to tell the world - unless yard sales are part of your brand.

-HAVE A STRATEGIC PLAN.  Think about your partners and what type of relationship you have with each one.  Develop a plan that allows your social media platforms to specifically addresses and strengthen those relationships.  Be strategic, not hit or miss.

-SHARE THAT PLAN WITH YOUR PARTNERS.  It is important that they know you are trying to support them and what the boundaries are.  Otherwise you risk turning your social media platforms into billboards for your partners that do not build up your brand and actually undermine your relationships.

-GIVE FIRST.  Reach out to your partners first.  "Like" them, follow them, invite them to post content on your social media platforms (using your strategic plan!).  Take the initiative.  Your partners are going to be much more willing to invite you into their social media networks if you have already extended an invitation to them.

A strategic use of social media can help your partners grow, but it will also help you grow.  Your partners have access to dozens, hundreds, perhaps even thousands of people and businesses who are waiting to become your next client, donor, and yes, partner.  That is what makes social media platforms so valuable for you, your organization and your partners.

If you have any questions don't be afraid to ask. Rubate Consulting is here to help.

©2011 Roger Burns-Watson, All Rights Reserved

Mind the avatar

Do you know what your avatar looks like?  No, I don't mean the blue people from the movie, I mean the image that represents you, your business or organization out in cyberspace.  Most avatars are small squares, often only an inch or two in height and width.  You may not think that they matter that much, but in truth they are critically important in helping your customers, members or donors recognize you.

We live in a visual culture.  Our eyes are drawn to images much quicker than they are to text.  In many social media platforms your avatar is going to be one of the first things that people connect with and their impression of what they see is going to shape how they respond to your content.  Unfortunately, many individuals and businesses don't pay much attention to their avatars and undermine their ability to effectively communicate with their audience.  Here are some simple rules to keep in mind when designing your avatar:

1) If you are using a logo make sure it is formatted to fit in a square.  Most business logos are rectangular in shape (a hold over from the age of print when logos were created to fit neatly on letterhead).  I cannot tell you the number of times I come across avatars in which the logo is cut off because the individual or business tries to use a rectangular logo in a square box.  If you don't take the time to reformat you are undermining your brand and greatly reducing the effectiveness of your logo across your social media platforms.

2) Many individuals use photos of themselves for platforms such as LinkedIn or Facebook.  In most cases that is a good choice.  Keep in mind, however, that your avatar is very small.  Head shots are always going to show up better than full body photos.  Think about the colors you are using in your photo.  Bright colors will attract attention, but they can also distract.  Our eyes are conditioned to respond to vibrant colors and you don't want your avatar to distract from the content you are sharing with your audience.

3) Keep your avatar the same across all of your social media platforms.  Your avatar is your logo, it represents you whether you are an individual, business or organization.  The trust and goodwill you have developed with people is communicated in that little image.  Big things come in small packages.  You lose the power of your avatar if it is not consistent.

4) Keep it simple.  If your logo has text remember that too many words will be difficult if not impossible to read in an avatar.  Focus on the image rather than the text, unless your logo contains only two or three words.  Tag lines, mission statements and the like are important, but they do not work well in avatars.

5) Don't be afraid to do some simple market research.  Ask your clients, members, and business partners what they think about your avatar.  Do they recognize it?  Does it communicate anything to them?  Is it distracting?  Or, does it generate a positive feeling about you, your business or organization.  In the ever growing world of social media your avatar is too important to leave to chance.  Make sure your avatar is working for you, not against you.

If you keep these simple rules in mind you will be able to unleash the power of your avatar.  You may not win an Oscar (James Cameron didn't win one either) but you will discover that your avatar increases your ability to connect and communicate with your audience.  If you have any questions don't be afraid to ask.  Rubate Consulting is here to help.

©2011 Roger Burns-Watson, All Rights Reserved

Disposable Non-Profits

The other night I was watching television when on came this commercial (I honestly do not remember what product they were hawking, so someone at the ad agency failed Marketing 101) in which a series of people are experiencing some form of existential angst.  Each person appears to have just purchased a new techno gadget and then discovers that there is a new and improved model out.  This ad got me thinking (rather than buying, which again means someone on Madison Avenue needs to reconsider if they are in the right line of work) about our culture.  In particular two things came to mind.  First, we live at a time in which nothing has much of a shelf life.  There is always something new out there, even if the product you or I just purchased says it is the latest and greatest.  Second, manufacturers, and the marketing professionals employed by said manufacturers, want us to take part in an endless chase to acquire the new.  Whatever we have now is not good enough.  We cannot be content or complete unless we have spent our hard earned money on buying the cutting edge of whatever techno gadget catches our fancy.

In some ways, the proponents of mass consumption of disposable items have already won.  At least, they have bludgeoned me into submission.  I fully expect that the smart phone I purchased in December (which replaced my last smart phone which was an upgrade from my previous cell phone which I had for about a year...) is no longer the most advanced.  Heck, it is not even 4G.  I knew when I bought my phone that it was only temporary.  Like a high school romance, my phone and I are destined for some wonderful memories and an ugly breakup after a few short months (18 months to be exact, then I get an upgrade!)  But even then, whatever I buy will soon be outdated.  And, even if I wanted to have a long-term relationship with my phone, they are not built for years and years of service.  Nothing is.  It is assumed that when something breaks, rather than repair it, we will simply buy a new one.  I am old enough to remember when televisions weighed a thousand pound and when it broke you had to figure out a way to get it into your car without seriously maiming yourself or your loved ones so that you could take them to the repair store.  Do people even repair televisions today?

OK, so what does this have to do with those of us who work in the world of non-profits?  Our organizations are not consumer electronics.  Granted, but I think that the mindset of disposable mass consumption that has shaped a couple of generations of Americans does impact the way we think about everything.  Including non-profit organizations.  Especially non-profit organizations.

Those of us who have worked with non-profits for a while have witnessed a significant change in values and attitudes.  For lack of a better phrase, there is little institutional loyalty.  I remember working in a church where every week we got checks from people who had not been to worship in several years.  These were elderly folks who could not get out but still felt like they belonged to the congregation, which meant they supported the church financially.  That seldom happens with younger generations.  From Boomers on down there is a lack of investment in institutions.  If your organization is doing what folks feel passionate about then they might support you.  But if your mission changes, or their priorities shift, or they simply get distracted with other things in their life, well don't hold your breath waiting for that check every week.

Part of this change is rooted in our disposable culture.  People don't expect things to last and they do not expect that they will be using them very long.  Sure, we all have televisions, but how many of us honestly expect we will be watching our favorite programs on the same set we have now in ten years?  Or five?  Or even two?  I am convinced that we view organizations the same way.  Those of us who work in non-profits may be trying to create an organization that is built to last but that does not mean the people we are trying to reach, either as clients, donors, or supporters, see us as being a part of their life for very long.  This is a reality that can be mind numbingly frustrating as we try to keep people actively involved with our organization.  I have worked with countless non-profits who struggle to understand why folks drift in and out and seem reluctant to make a commitment beyond the next meeting or event.  They search for new programs or marketing techniques to keep people's attention and support when what they should be doing is rethinking whether their institution, often built on organizational principals from the early 20th century, is really able to work in a disposable mass consumption culture.

Related to this is the understanding that whatever exists today, no matter how fresh and relevant it may be, tomorrow something better will come along.  Fashion changes, technology changes, restaurants change their menus so they can serve the latest craze, everything keeps moving forward.  While a good bit of this change comes from the human desire for expression and creativity, our disposable mass consumption culture requires constant change.  You can't sell the next generation of whatever if there is not a next generation of whatever.  We anticipate that there will be new goods and services available everyday and we are prepared to shift our allegiances, and dollars, to whatever comes next.

Most non-profits have not been very good at understanding this.  We see needs in our communities and we try to create organizations that will meet those needs.  Often the problems we are trying to confront are long standing and require years and years of hard work to solve.  Yet, many of us struggle to bring about the change we envision because we live in a society that does not think in terms of years or even months but in terms of moments.  Our organizations may be doing fantastic work but in the backs of peoples minds is this sense that something new, different, perhaps even better, is going to come along.  Soon.  And when it does they are culturally conditioned to jump.

In my next blog post I will explore how all of this might change the way we think about non-profits in 21st century America and offer up some ideas about how organizations can adapt.  In the meantime I would love to hear what you think so feel free to post a comment.
©2011 Roger Burns-Watson, All Rights Reserved

Sharing Your Passion

"Jesus is not a zombie.  Alright.  I shouldn't have to tell you that."

Special Agent Seeley Booth, Bones

My oldest daughter is addicted to the television show Bones.  Wait, addicted may not be the right word.  Perhaps obsessed is a better description - in need of a twelve-step program obsessed.  Being a good parent I wanted to find out what all the fuss was about before I staged an intervention, so I sat in on an episode from the first season on DVD.  The main character, Dr. Temperance Brennan, is an atheist.  Her partner, FBI Special Agent Booth is a devout Roman Catholic.  When the pair investigate a murder in New Orleans, a crime that appears to involve the use of voodoo, the topic of zombies comes up.  Brennan, somewhat suspicious of Booth's religious faith, remarks that because he rose from the dead Jesus must be a zombie. Booth is upset by her observation and quickly objects, claiming that Jesus is not a zombie and that Brennen should know better. 

What struck me about this scene is the way that Booth reacts.  He is not just upset that his partner would claim that Jesus might be part of the flesh-eating undead, but also that he would even have to correct her.  Everyone knows that Jesus is not a zombie, including Brennan!  Right?  Somethings are just self-evident, beyond the need for explanation, part of common knowledge.  Right?  When we passionately believe in something it can be jarring to discover that other people don't share our convictions.  Or, worse yet, they don't even understand why we care in the first place.

I have been working with non-profits for two decades and I have seen hundreds of organizations run by thousands of people that exist to make the world a better place.  The hungry are fed, the homeless given shelter, the abused protected, the environment cared for, the illiterate taught to read, the list goes on and on.  There is an overabundance of passion and dedication in the people who work in non-profits.  And like Agent Booth, they are often flabbergasted to discover that other people do not understand why they do what they do.  What seems so clear to those who care is lost on those who don't.

For those of us who work with non-profits there is an important lessons to be learned (yes, I know, the idea that television could teach us something is a bit of a stretch, but stay with me here).  Whether we like it or not we are going to have to tell people, over and over, why our organization does what it does.  I am not talking about what is commonly called "branding" where we seek to create a sense of identity for our organization in the minds of the public.  Rather, I mean that we have to convey our passion, our reason for being, why the world would be impoverished if our non-profit did exist.  We cannot assume that everyone or anyone knows why these issues are so important.  It is our task to tell them as many times as it takes until everyone understands.

I will even go one step further and argue that successful non-profits are the ones that not only know they have to convey to the world their passion and compassion, but they embrace the task.  They are not offend, like Agent Booth, that someone would question the obvious.  These organizations and their members understand that each time they encounter a person who does not share their enthusiasm an opportunity is present to make a new convert to the cause.  Each person who gets excited about their mission means they are one step closer to making real, lasting, sustainable change.

Is your organization dedicated to sharing its vision with the world?  Do your people welcome the skeptic?  If so, I salute you and encourage you to keep up the good work.  If not, what might be holding you back?

©2011 Roger Burns-Watson, All Rights Reserved