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Bourbon, “Engagement”, ROI, & Transparency – The Kyle Lacy Interview

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Photo by Kyle Weller. 

The guy opposite me at an upscale Indianapolis restaurant is telling me about being ready for “even bigger things”. Meet Kyle Lacy. Many of you already know him. His passion and determination is palpable. We’re drinking wine and bourbon. He’s a serial entrepreneur, a leading voice on social marketing, and now working for one of the biggest email companies in the world. By the way, did you know he drives a Cadillac? When I saw Kyle and his Cadillac – I thought photo shoot. Maybe we’ll bring that you next time. You’re going to love his candor as we talked about being “engaged”, transparency, ROI and whole helluva lot more. Read on…

Now that most organizations have recognized that social media is here to stay – how will organizations “train” their staff?

Social media training should be built into current training programs for employees. If you do not have training within your organization… start there.

How should organizations overcome their fear of transparency?

Test and build strategy. Most organizations are fearful of social media because they haven’t spent the necessary time to build social into their overall strategy. It might not be easy but it is much safer to use social media when success factors are clearly stated. Transparency is something that has always been important to the consumer. The only difference between now and then is the organizations ability to “see” it.

Who should own customer engagement?

The entire brand should own customer engagement from services to sales. Customer engagement is about delivering YOUR service to the customer. Plain and simple. Whether we are speaking by phone, through Twitter or via mobile you must deliver the brand via the technology efficiently and effectively.

What’s the next step for social media marketing?

Data/measurement and cross channel integration. Data and measurement are extremely important become it is the lifeblood of any company. When we move out of the honeymoon phase with social media we MUST build success factors within our marketing budget. Is the tool REALLY driving ROI? Cross channel integration is the combination of all marketing vehicles towards specific goals in the marketing plan. Can you combine email, social and mobile to drive customer interaction? Absolutely and it is a must for social media marketing.

What’s one piece of advice for people when it comes to social media marketing programs?

It isn’t a social media marketing program. It is a marketing program. Remember that strategy is supreme and social media is only the tool to help deliver it.

You’re a serial entrepreneur – both your ventures have been social marketing oriented. How you feeling at the moment? What’s next?

I recently accepted as Principal of Marketing Research and Education for ExactTarget, a leading global provider of interactive marketing solutions. I am extremely excited for this new opportunity. Social media will only solve one part of a very large problem when it comes to channel marketing. I believe ExactTarget is changing the way marketers build and deliver marketing campaigns.

Now that you’re engaged, is Brandon Prebynski the most eligible man in social media?

Ha. He was before I was engaged.

Pick One…

Coffee, Rum or Wine…bourbon

Exercise or a movie…movie

Couch surfing or hiking…couch surfing with a book

Finish these sentences:

I hate…bad customer service.

I love…any book by Milan Kundera.

My greatest fear…not delivering. Period.

Something people don’t know about me…I played guitar for 10 years.

My shoe size is…11

One of my favorite songs is…Popplagio by Sigur Ros

About Duncan Alney

is the leader of the passionate Firebelly Social team. He loves working with people with vision who expect the best of themselves and the people they work with. He also believes that happiness is a critical part of his personal and professional life equation, and works to be happy about whatever he's doing.

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