Digital Dealer - August 2017 - 38

By Kathi Kruse
Founder,
Kruse Control Inc.

COMMUNICATIONS

APRIL 21-23, 2015 * TAMPA, FL
APRIL 21-23 * TAMPA, FL

Still Having Trouble Proving Social Media
ROI? You're Not Alone
If the idea of proving
social media ROI
seems frightening, you're
not alone.
A recent marketing
study found that attributing social and content to
revenue continues to be a
major challenge for most
companies.
A recent research report
(https://trackmaven.com/
blog/marketing-leaders-strategy-technology-data/) from TrackMaven surfaces insights
from over 200 marketing
leaders in 19 different
industries on everything
from the challenges they
face when proving social
media ROI to how they
compensate their staff.
Indeed, almost
three-quarters (71%) of
those surveyed identified social media ROI as
a challenge, far ahead
of the other obstacles
identified.

MISALIGNMENT
CONTRIBUTES TO ROI
CHALLENGE

AUGUST 2017

2. DEALERS ARE
NOT MEASURING THE
NECESSARY METRICS
TO PROVE SOCIAL
MEDIA ROI.

WE'VE DISCOVERED A LOT OF SOCIAL
MEDIA MISDIRECTION. IT'S BROUGHT
ON BY WHAT WE LIKE TO CALL, 'THE

It's clear from the data
that a few unsettling
trends emerged around
one common theme:
misalignment.
When marketing
is aligned with other
functional units within the
organization, dealers see
faster revenue growth and
higher profitability. The
glaring issue is that most
dealership marketers
38

into "the social media
perfect storm":
 Business leaders
with unsubstantiated assumptions about social
media and its value, or
lack of value, depending
on their beliefs.
 Vendors perpetuating their customer's
assumptions so as to
keep things status quo.
It's easy to avoid the
perfect storm. Insist on a
well-developed, written
social media strategy
as your lighthouse. No
more misalignment or
guesswork, just results.

SOCIAL MEDIA PERFECT STORM.'
aren't aware that alignment is crucial to driving
business.
Following are 4 key
ways that misalignment
undercuts the efficacy of
today's marketers, thereby
impeding social media
ROI.
1. DEALERS DIVE
INTO SOCIAL MEDIA

D I G I TA L D E A L E R . C O M

WITHOUT A SOLID
STRATEGY.

Here at Kruse Control,
we've discovered a lot of
social media misdirection.
It's brought on by what
we like to call, "the social
media perfect storm."
It takes two major
components to turn what
begins as a gentle rain,

KPI's (key performance indicators) are
especially crucial to
social media ROI. The
medium itself offers
all kinds of data and
tracking the right KPI's
goes way beyond "fan,"
"follower" and "like"
counts.
There are dozens of
specific social media
metrics but most of them
should address one or
more of the following
questions:
 Are you reaching
YOUR target audience?
 Are you engaging
your target audience?
 How many of your
social media fans are
https://trackmaven.com/blog/marketing-leaders-strategy-technology-data/ https://trackmaven.com/blog/marketing-leaders-strategy-technology-data/ http://www.DIGITALDEALER.COM
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