ROI of Social Media
How to Improve the Return on Your Social Marketing Investment
Erschienen am 23. Dezember 2010
256 Seiten
978-0-470-82744-4 (ISBN)
Beschreibung
How to Improve the Return on Your Social Marketing Investment
This book more than adequately covers this increasingly important topic, as social media begins to take its rightful place on the center stage of not just marketing but a number of business disciplines. ROI of Social Media is an excellent analysis of the current landscape. I cannot recall any book that singularly tackles ROI at this level, most media books simply give a passing reference or chapter on ROI, this is the first comprehensive study.
-Larry Weber, Founder and chairman of W2 Group, Formerly of Weber Shandwick
We know that for 2011 and the foreseeable future, ROI is one of the top priorities for the social media strategist at many companies, ROI of Social Media is the right book at the right time as social media strategist are needing to work the various department within the enterprise and show that the investments in social tactics and tools are a good investment. The 15 case studies contained in this book will help the social media strategist understand how global brands are successfully using social marketing to connect to their audience.
-Jeremiah Owyang, Partner, Altimeter Group
The ROI of Social Media is a must-read for any business looking to get the most out of their investments in social marketing. It sets the stage for marketers to interact with influencers, individuals and consumers and explains the relationships between them. This book breaks down into simple terms both "dollars" and "sense" for social marketers to live by. Fundamentals, strategies and tactics ...this book has it all. The ROI of Social Media will be the dog-eared book that sits on the corner of your desk used to prove many a point.
-John Lovett, Senior Partner & Principal Consultant, Web Analytics Demystified
Analytics are the core to a consistently successful marketing program. This book offers the metrics to manage social marketing programs, to measure their success, to diagnose underperforming elements, and to deliver extraordinary results. Kudos to this team of marketers in putting this essential book together.
-Professor JC Larreche, InSEAD, Author of The Momentum Effect
Weitere Details
Weitere Ausgaben
Personen
Guy R. Powell is the President and founder of DemandROMIwhere over the last 20 years he has helped clients from across theglobe build highly successful and measureable marketing strategiesto drive increased revenue, profit, brand and share. As part of hisconsulting activities he has trained and/or presented his findingsand methods to thousands of marketers across the globe. Hisconsulting career began with ATKearney delivering strategic andtactical solutions to help companies fuel and maintainextraordinary growth for mid-tier and Global 1000 companies. He hasexperience with many Fortune companies in sectors including CPG,financial services and high technology. Powell's educationalbackground includes an MBA from the University of Chicago and aBSEE from Lehigh University.
Steven W. Groves is the CEO and lead consultant forSocial Marketing Conversations. As author, podcaster, blogger anddigital polymath, he has worked with some of the most remarkablebrands in social marketing and social media. He has consulted witha wide range of global industries on marketing and businessdevelopment needs--consumer product goods companies, authorsand publishers, real estate professionals, non-profits, banks andsoftware companies. A sought-after speaker, Steven opened the 2010Phoenix SCORE Social Media Conference, the "Social &Traditional Marketing" track for the 2010 Online MarketingSummit and the Arizona Small Business Association (ASBA) SocialMedia Symposium in 2009. He has lectured for ASU in theBarrett's Honors College for Entrepreneurial Education.
Jerry Dimos is a Partner with The LiTMUS Group heading upthe Singapore office. With more than 15 years of managementconsulting experience centered on strategy, growth and performanceimprovement programs for Fortune 500 companies, he has deliveredsuccessful projects across Asia Pacific playing major roles inimproving the performance of complex, global organizations,delivering strategic and operational improvements within thebanking, insurance, energy and consumer products sectors. Jerry hasan MBA from the Chicago Booth Graduate School of Business, aMasters from the School of Engineering, University of Sydney andPost Graduate Degree in Information Technology from the Universityof Technology, Sydney. Jerry is a Chartered Management Accountant,a Certified Management Consultant and has been a contributor tomany industry standards.
Inhalt
Foreword.
Preface.
Acknowledgments.
Introduction.
SECTION 1--Getting Started with Social MediaROI.
Chapter 1--Getting Started with Social Media ROI.
Chapter 2--Social Media Motivations and Behaviors.
SECTION 2--The Media Engagement Framework.
Chapter 3--Introduction to the Media EngagementFramework.
Chapter 4--Influencer Persona in the Media EngagementFramework.
Chapter 5--Consumer Persona in the Media EngagementFramework.
Chapter 6--Individual Persona in the Media EngagementFramework.
Chapter 7--The Competitive Set--Vying forAttention.
Chapter 8--The Brand Image.
Chapter 9-- Search-Being Found in Social Media.
SECTION 3--Practical Applications of Social MediaROI.
Chapter 10--Putting Values to the "R" and "I" of ROI inSocial Media.
Chapter 11--Eight-Step Process to Measuring SocialMarketing Strategy and ROI.
Chapter 12--Social Media Metrics Tools Providers.
SECTION 4--Where Does Social Media Go from Here?
Chapter 13--The Future of Social Media and ROI.
Afterword.
Appendix.
Bibliography.
Index.
