The Measurement of Success

A recap of the May 2015 Sunrise Scrambler

Todd Rams

Todd Ramsey

It seems like more often than not, the world of social media is changing , thus requiring businesses to change their social media practices to keep up. And with the plethora of tools and tactics to choose from, it can be overwhelming to determine whether or not your social media efforts are effective. Todd Ramsey, Chief Strategist at Apples & Arrows, broke down social media measurement at our May Sunrise Scrambler when he presented “Measuring the Effects of Your Social Media.” Below is a short recap of his many great tips.

To Formulate a Social Media Strategy:

  1. Start with your objective. Do you want to sell more product, increase event attendance, increase brand awareness, protect brand reputation, build community, etc.? You cannot form a plan to achieve a goal unless you are clear on what your goal is.
  2. Know your audience. Todd used the example of selling running shoes. If you are targeting 65-year-old men, your plan will be different than if you are targeting 18-year-old women.
  3. Understand your resources. The thought that “social media is free” is a myth. Executing a social media strategy requires people, technology and time – none of which are free.
  4. Your objective, audience and resources will inform the tactics (Facebook, Twitter, Instagram, LinkedIn, SnapChat, etc.) you choose.

Five Things to Measure:

  1. Awareness – How many people saw the content?
  2. Engagement – Did people share, comment or like?
  3. Consideration* – How many responses were generated?
  4. Conversion* – Did we generate a sale/goal?
  5. Advocacy – Did we get people talking?

*Two most important factors to note because they can impact a company’s bottom line and create ROI.

Suggested Measurement Tools:

Questions from the Audience:

Q: With Facebook’s algorithm, is it almost necessary to pay to promote your posts?
A: Yes, Facebook’s shareholders want to make money. Therefore, an organic post (one that has not been paid to be boosted) will typically only reach 1-3% of a business page’s followers. So if your page has 100,000 likes, only 1,000-3,000 of those people will see your post. Even businesses with small budgets can benefit from paying to boost their posts. One attendee indicated that her business page sees a drastic difference when devoting $10-20 to boosting a post.

Q: How often should a business revisit their social media strategy?
A: Todd suggests developing plans on a quarterly timeline. This ensure agility in the changing social media world, but is also a long enough timeframe to capture trends.

See photos from the event on Facebook, view conversation from the event on Twitter using #ChamberICT, and check out Todd’s presentation here. You can also follow Todd and Apples & Arrows on Twitter @ToddRamsey and @ApplesArrows.

Thank you to our sponsors for making programming like this possible: Emprise Bank, Friends University and Davis-Moore Autogroup.

Next month’s Sunrise Scrambler will be held on June 17 at Eberly Farm, where Maurice W. Evans with iGROWyourBiz, Inc. will discuss “Becoming a Person of Influence.” Register here.

Todd Ramsey with Apples & Arrows visits with Byron West from Luminous Neon, Inc.

Todd Ramsey with Apples & Arrows visits with Byron West from Luminous Neon, Inc. during the January 15 Sunrise Scrambler.

Improve Your PowerPoint Presentations with Three Principles

Todd Ramsey, Chief Strategist for Apples & Arrows, has seen a lot of PowerPoint Presentations over the years and “about 99% of them are bad.” Drawing on his own expertise and some advice from one of his favorite subject matter experts, Nancy Duarte, Todd provided us with three easy principles for improving PowerPoint Presentations.

Principle One
You don’t need PowerPoint.

Don’t use PowerPoint as a crutch. A presentation is the best time to utilize your personal creativity rather than depend on presentation tools. Experiment with other presentation tools that can add some flair to your message delivery. But remember that there is always a possibility that you’ll experience a technology glitch. So practice and be prepared to channel your passion for your subject by presenting without your tools.

Principle Two
Fewer words = better PowerPoint.

Don’t present a document or your script. Limit yourself to 75 words in your slide deck. Your audience will remember images more than they remember words, so incorporate the most memorable photos and videos you can find. Images connect your audience to your message through the emotions they evoke. (Todd is willing to share his “cute kitten” image with you if you need it.)

Principle Three
Stick with three big ideas.

Keep it simple so your audience can absorb and process your three most important ideas.

A few other tips from the Q&A that followed Todd’s presentation include:

  • Check out or for some pre-existing color palettes that will help you make effective choices.
  • Limit yourself to two fonts. Remove Papyrus and Comic Sans from your font style options. They are simply overdone.
  • Comply with copyright laws when using images. Check the Creative Commons area of Flickr for some dynamic photos that you can use with some restrictions. You can also purchase images or grab a camera and take your own.
  • Minimize animation and use conservative transition styles to keep your file size manageable.

For more inspiring ideas, Todd suggested reviewing Nancy Duarte’s book, Slide:ology:  The Art and Science of Creating Great Presentations.  And while you’re doing your research, Todd recommends viewing the video, A Pep Talk from Kid President to You.  In the memorable words of Kid President, “Remember that you were made to be awesome.  So get to it!”

Our thanks to Wichita Chamber Board Member Todd Ramsey for kicking off 2014 with some practical advice that we can all incorporate in our presentations this year. We’re also grateful to our sponsors:  Legacy Bank, Wichita Scottish Rite Center, and Southwestern College Professional Studies.

Special thanks to Jim Davenport from the Wichita Scottish Rite Center for providing a building tour following the presentation. There were many in attendance today who were visiting this historic building for the first time. Everyone enjoyed the opportunity to learn more about its features and history.

Check the Chamber’s Sunrise Scrambler photo album on Facebook for event pictures. Our next Scrambler is February 19 at the Museum of World Treasures. Aaron Bushell from Bank of the West will speak about how failure can lead you to success in his presentation, Fail is not a Four-Letter Word.