How a Photo From Africa Inspired Me to Make a Purchase From Austin

Every day I teach companies and organizations the importance of content. I explain to them that you never know when something might drive a sale.

Every day I also get asked how to measure the ROI of content and social media. For years I’ve explained that while you can measure many things, there are many aspects of this world that you can not measure unless you are set up to do so.

That is the story I want to tell you today.

Esther Havens is a humanitarian photographer. Her work is breath taking and ever since I heard her name I’ve been following her on Instagram.

She does the sort of work that I want to do more of.

Esther is currently in Zambia on assignment and the other day posted the photo above.

Compared to many of her other photos, it isn’t anything special. It is a beautiful snapshot of her taking a moment out of working and relaxing for a bit.

But, where the magic happens is when she posted photo, it was captioned with:

“Kammoking in Zambia! Love that @kammok partners with @malarianomore to help end malaria deaths in Africa #theroolife #kammok”

Since I love companies who have social good in their DNA, I instantly clicked over to find out who Kammok were and what they were all about.

Turns out that they not only make high quality camping hammocks, but they also give back to the world around them.

They also have a great attitude towards enjoying life and making the most of your time outdoors.

I was so turned on by all of this that I ordered a Roo and am eager for it to arrive.  You can be sure I’ll be sharing photos and more once I get to try it out.

So, a photographer posts a snapshot on Instagram from Africa and because of it I make a purchase from a company in Austin.

This is the type of thing that you can’t measure easily. I’m sharing the story to once again remind everyone that it works, but it is different than the old way of doing business.

Content marketing, social media, giving back and being a good person. All of it is important to you and your business. Every bit counts.

Photo Credit to Esther Havens via Instagram.

  • This is great, CC. I love how simple things lead others to move, act, do and even buy.

    • Thanks. I enjoy sharing stories like this in the hopes that more brands will begin to realize just how powerful simple actions can be.

  • That picture inspired this post which might have me buying a hammock pretty soon … 🙂

    • Well mine has arrived so I will be doing a review once I get a chance to take it outside and set it up.

  • “Content marketing, social media, giving back and being a good person. All of it is important to you and your business. Every bit counts.” I think a lot of folks are quick to acknowledge 1 and 2 and a lot less likely to talk about being a good person and giving back. Obviously there are exceptions, and many of them in fact. But I still really appreciate you and everyone else who’s talking about the connection between being a good human being and integrating that with your business. Don’t mean to sing meaningless praises but, you know, this story made me smile and I appreciate you writing it. Thanks 🙂

    • I appreciate you saying that because I agree that enough people take that last part to heart!!

  • And it doesn’t stop there either, does it? There is a further domino effect downstream as now I am looking at this and I have always wanted a nice hammock. Now, Kammok is on my radar.

    • Exactly how it works and mine has arrived so soon I’ll be doing a review and who knows if other people will buy based on that.

      And yet how does the company measure all those sales. They can’t directly.