It’s become something of an accepted mantra, this idea that everything “social” has a soft (or nonexistent) return on investment (ROI). At Spokeable, we agree with John Lawson, CEO of Atlanta-based ColderICE Media, who in his book Kick Ass Social Commerce for E-preneurs: It’s Not About Likes—It’s About Sales, relates everything back to the bottom line. Small business owners need to turn social commerce into revenue.
Social media is one avenue that consumers use to tell you they like you, but Lawson says that doesn’t mean they’ll actually buy something. That’s exactly why we created Spokeable. The platform allows members to tell you they like you via photo-sharing (an existing and prevalent behavior) and It ALSO opens a channel from the business to the consumer to encourage an actual sale, via rewards. Lawson explains that although you want your audience to like you, mostly “it’s about how to take that emotion (like) and turn it into an action (purchase).” Spokeable converts the action of endorsing into the action of purchasing.
Through social media platforms not designed with local businesses in mind, there isn’t a clear call to action that the consumer understands and can readily follow through with. With Spokeable, the call to action is clear. And the effectiveness of engaging through social commerce is easily measured on our back-end business interface. We subvert the idea that social platform ROI is low, indeed bringing tangible and replicable value to businesses through Spokeable. “Part of why people think it’s soft is because they’ve never attempted to measure it,” Lawson says. “Once you can measure something, you can tweak it and make it better.”
This is what we do at Spokeable. We are a simple to use enterprise software for the small-business.