Thin Mints, Caramel Delights, Peanut Butter Patties…

Often times businesses and organizations focus on impact and the ability to raise peoples awareness of the brand, influence their perceptions, and attempt to gain their support through the use of soft ROIs. The challenging aspect of soft ROIs is the ability to measure the success. I have been working for a Girl Scout Camp the past five summers as a Camp Counselor. Over the past five years, attendance began at its ultimate high, decreased, and is currently on the rise. When attendance began to drop, the camp created a Facebook page. Each week we posted pictures of the girls that week and updated the site. We also sent home a piece of paper asking parents to “like” us on Facebook. Before we knew it we had several engaged parents commenting and posting to the page about how positive the experience has been for their child. Camp counselors would also visit classrooms during the school year to promote the camp on a volunteer basis. Both of these are examples of soft ROIs. One way that the camp could begin to measure school visits would be to track where the campers are coming from. Was there a rise of girls from a particular area that had a school visit from a counselor? If so, that may ultimately be due to the involvement from the counselor and the engagement that occurred. Another addition that was added was a program assistant. During the “off” season it is her duty to help market for the camp. Part of her duty was to organize field trips during the school year such as a trip to an indoor water park. Although she was utilizing Facebook as a tool to market she was also creating involvement throughout the year instead of just the summer months. This in return created a hard ROI. We knew that by hiring her, we would make money from the trips that she planned and created. Although social media is a difficult tool to measure and analyze it is crucial to evaluate and have a sense of what is working and areas to improve on.

Advertisements

2 Comments

  1. Krista, kuddo’s on your example above.

    I will offer a few suggestion on what you have above on additional ways the Girl Scouts can measure Soft ROI vs. Hard ROI and convert some social media efforts into Hard ROI. As I commented on Lori’s post, there are a lot of professionals out there like myself that believe that with good a good strategy, a clear understanding of what the organization or company expects to achieve every step of the way with the strategy and more importantly with a good mix of off-line and online activities, certain soft activities can convert to revenue.

    Example: ” Camp counselors would also visit classrooms during the school year to promote the camp on a volunteer basis. Both of these are examples of soft ROIs”

    Using your example above, when the counselors visits the classroom during the school year they can hand out Moo Cards that have promotional codes on them. Using Moo cards for this particular campaign will allow you to track just how many sign-ups are coming from this particular off-line/soft activity.

    Another good example: One way that the camp could begin to measure school visits would be to track where the campers are coming from. Was there a rise of girls from a particular area that had a school visit from a counselor?

    The addition of hiring someone to facilitate more off-line/soft activities that can add to the organization’s bottom line was a good idea.

    My thoughts, we have always measured Soft ROI long before social media. Companies and organizations have had to measure Public Relations Campaigns, Television and Billboard advertising campaigns. If we move forward with the same understanding that these campaigns were in place to not only drive awareness but somehow convert some of that awareness of the product or service into revenues, we will then begin to understand that adding social media activities requires the same level of measurement.

    You presented another great post!

    Like

    1. Love this post! I was a girl scout back in the day šŸ™‚ and I think it’s an excellant organization for girls to be involved in. I really liked the examples of soft ROIs the camp you work for takes part in.

      Like

Comments are closed.