Business in a Social Media World
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Social Media ROI? You're Doing it Wrong

From simplymeasured.com

Social ROI is one of those terms that drives social marketers crazy, and for good reason. But what you think you know about Social ROI might hurt you.
Cendrine Marrouat - cendrinemarrouat.com:

I agree with Kevin Shively. We look at social media ROI the wrong way. We put the cart before the horses with our strategies. 

 

Not only do we need attribution, but we also have to understand the buyer's journey.

 

An interesting article!

Alex Rich's curator insight, June 2, 2016 1:25 PM
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Wow... just when I thought I was close to mastery :(
... check out these timely tips...
 
Alex Rich's curator insight, June 2, 2016 1:28 PM
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Finally... a few tips about a successful strategy...

 

How to Create Social Media Goals | Sprout Social

From sproutsocial.com

To ensure you meet your social media goals, it's important to know what metrics you want to follow.
Cendrine Marrouat - cendrinemarrouat.com:

SMART goals will give you ROI. It's possible. 


How? 


Read this excellent post written by Dominique Jackson. Being in plain English will certainly makes it even more enjoyable. 

moncef dadoun's curator insight, March 1, 2016 5:37 PM

SMART goals will give you ROI. It's possible. 


How? 


Read this excellent post written by Dominique Jackson. Being in plain English will certainly makes it even more enjoyable. 

Anna Morgan's curator insight, March 2, 2016 6:55 PM

SMART goals will give you ROI. It's possible. 


How? 


Read this excellent post written by Dominique Jackson. Being in plain English will certainly makes it even more enjoyable. 

The ROI of Anything...

From www.garyvaynerchuk.com

What's the ROI of a Piano? What's the ROI of a YouTube channel? What's the ROI of anything!? After you read this deck you'll be able to answer all these questions easily.
Cendrine Marrouat - cendrinemarrouat.com:


Gary V. always seems to have the right answer for everything...

Vesticor Advisors's curator insight, April 1, 2015 9:04 AM

ROI is about the mechanic using the tool!

Social ROI: What Truly Matters

From blog.paper.li

The ROI of social media exists, it has been proven. The problem, though, is that most brands and marketers try to reduce it to a mere dollar sign. 


What works for a company may not for another. It's important to stop making it about money all the time. 


As Gary Vaynerchuck puts it, “What about the hidden ROI of what happens in real life when you care about your customers? What’s the ROI of your mother?” 


In my latest contribution to Paper.li, I share three studies that will help you understand why old-fashioned ROI can't be really achieved in social media...


Read the post at http://blog.paper.li/2015/03/09/social-roi/ 


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Cendrine Marrouat

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The B2BNN guide to social media ROI - B2B News Network

From www.b2bnn.com

One of the first questions brands and marketers ask themselves before jumping on the social media bandwagon involves Return on Investment. They want to know that their financial investments will pay off in terms of brand recognition, leads, and market penetration. The ROI of social media exists. But it works differently from old-fashioned ROI because it …
Cendrine Marrouat - cendrinemarrouat.com:


The ROI of social media exists...


...Only if you are willing to accept two things:


- It is multi-layered

- It doesn't always translate into immediate revenue.


In my latest contribution for B2B News Network, I share four examples of companies that got awesome results by paying attention to their customers.


Read the post at http://www.b2bnn.com/2015/02/b2bnn-guide-social-media-roi/


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Cendrine Marrouat 

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KLM Knows Its Social Media ROI

From www.mediapost.com

While many marketers confess to still being stumped when it comes to measuring social media's return on investment, at least one major brand seems to feel pretty confident about it: KLM Royal Dutch
Airlines, the flagship carrier of the Netherlands, long a standout for its forward-thinking social media strategy.
Cendrine Marrouat - cendrinemarrouat.com:


It's not a secret that KLM is one the best social companies in the world. Here is an article that proves it once again. 


MediaPost's Erik Sass writes about two interesting ideas the team has experimented with: 


- "the company’s social media channels function as their own e-commerce channels, so customers can actually convert while still on the social platforms."


The result? According to KLM social media hub manager Gert Wim ter Haar, the company makes €100,000 every week from that platform alone.


- "after noticing a high volume of customer complaints on social media about how long it was taking to claim lost property, the airline began sending teams to check planes and return lost items immediately after landing -- then promoted the new service with a video on social media."


Fascinating, don't you think?


Read the article at http://www.mediapost.com/publications/article/243887/klm-knows-its-social-media-roi.html 


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Cendrine Marrouat

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Why the tech world loves bullsh*t metrics

From vooza.com

Page views, registered users, app downloads... Tech companies need numbers to show off to press and investors, even if they need to massage the numbers a bit.


Hilarious video made by Vooza!


Watch it at http://vooza.com/videos/bullshit-metrics


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Cendrine Marrouat


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8 Metrics to Conquer a Content Marketer's Fear of Measurement

From contentmarketinginstitute.com

Measuring the success of a content strategy is not easy. There are so many factors and metrics to take into consideration!


If you feel overwhelmed by the task, Pawan Deshpande's article will be very useful. The way he breaks down the process is fantastic:


  • consumption
  • retention
  • sharing
  • engagement
  • leads
  • sales
  • production
  • costs


He also shares some very useful tips to lighten the load. I particularly like this quote:


"Start small. You don’t need to measure everything all at once. Rather than flying blind, start measuring something that’s easy for you and work from there."


Read the article at http://contentmarketinginstitute.com/2014/11/8-metrics-conquer-fear-measurement/


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Cendrine Marrouat

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How to Measure the ROI of Your Social Media Campaigns

From www.inc.com

The debate surrounding the ROI of social media has been raging on for years. And yet, I find it as useless as ever before.


There is a need for big brands to justify investments. But small businesses and solo-preneurs are in a different situation altogether. Social media allows them to connect with an audience they could have never reached before. And build relationships! That's the keyword here. 


Jim Belosic has some great pointers in this article. In particular, I like this quote:


Today's customers want a two-way conversation. In decades past, a company could blanket the airwaves, use direct mail to send out fliers and coupons, and fill the newspaper with cleverly crafted messages about their brand. These kinds of outbound efforts aren't as effective as they used to be. This doesn't mean that companies should ditch all other advertising and marketing efforts and invest only in social media. Instead, social media should be part of an overall strategy. The key is to make sure that there is a consistency across all the various investments.


Read the article at http://www.inc.com/jim-belosic/how-to-measure-the-roi-of-your-social-media-efforts.html

Brian Fanzo's curator insight, November 4, 2014 10:08 AM

Social Media when linked to business objectives can be tracked! 

"KPIs are only useful if you take action" - Socialbakers, Vodafone and We Are Social on brand love

From www.thedrum.com

Good social media content has to be "a combination of relevancy, reach and quality", but you can't get one without the...
Cendrine Marrouat - cendrinemarrouat.com:


From the article:


"While the same metrics should be used by a company globally, Vodafone's Bowsher, We Are Social's Grant and Socialbakers CMO Neil Morgan all agreed that brands could not just use one metric to measure social success. They add that a whole number of metrics needed to be taken into consideration, including reach, fan growth and engagement, as well as return on paid social."

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How to Evaluate and Optimize Your Best Social Media Content

From blog.bufferapp.com

Tips and methods to evaluate social media and optimize your posts
Cendrine Marrouat - cendrinemarrouat.com:



The ROI of content marketing is one of the most discussed and yet least practiced social media activities. It partly has to do with the fact that it looks scary for anyone not knowing where to start.


Kevan Lee has written a great guide to help you with that. He shares five methods that all have their pros and cons but are worth giving a try! I love #1: Kaushik's 4 major social metrics!

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Overcoming the Flawed Paradigm of Social Media Measurement

From thenextweb.com

All brands must consider (and answer) two critical questions: "How exactly do we define 'engagement?'," and "Are all social media metrics created equal?"
AmadeoAbrogena's curator insight, August 2, 2014 3:22 AM

When marketers use social media as an Intergrated Marketing Communications channel It is critical for companies to determine how they measure the value attached with consumer engagement with brand on social media as some interaction may be misleading in displaying different results. Consumer engagement in the form of Facebook shares can be more valuable than comments if the goal of the marketers is to build brand awareness and equity but this may not be the case in other instances when brands are seeking for consumer engagement in the form of comments to gain consumer insight for future improvements. 

Social ROI = Return on Insanity

From www.cmswire.com

There’s no way to put this delicately, so I’ll be blunt: quantifying the financial benefits of an enterprise social network is turning your company -- and the entire social technology industry -- into a three ring circus.   The ongoing demands of individual executives, archaic software evaluation processes and an obsessive focus on employees as productivity centers instead of human beings have turned collaboration into chaos, and social analytics into a spectator sport. As vendo Topic: Social Business.
Cendrine Marrouat - cendrinemarrouat.com:


They are starting to pop up on major blogs. These articles debunk the social media ROI myth with brio. The one I picked today is probably the best you will read in a long time.


One quote stands out from the rest: "If we stop selling tickets to the social ROI sideshow, nobody will come." No need to say more, IMHO


It's always been about people. It's time brands realized that. 

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Transforming Social ROI From a Myth Into Reality

From www.cmswire.com

Here’s a question I still get way too often: “What’s the ROI of social media?” It’s usually a B2B marketer that’s doing the asking, someone seemingly resigned to spending valuable time and resources on social media without really understanding why. Or it's a marketer that totally gets the value of investing in the company blog, Twitter profile and LinkedIn groups but still needs help convincing their “old-school” CMO or CFO that investing in socia Topic: Customer Experience.
Cendrine Marrouat - cendrinemarrouat.com:


I don't usually share articles on ROI, but this one hits the mark on many levels. 


I like how the author tries to shift the mindset from superficial numbers (likes) to clicks and downloads, for example. He also stresses the importance of focusing on the right social activities. 


The most important idea, though, is this one: "Almost without fail, when a lead is generated via social media someone on the sales team says they already have that prospect in their pipeline — never mind that it hasn't been touched in 18 months. Bottom line: social media often doesn’t get credit even when it works."


Overall, a very interesting article. 

Zack Fagan's curator insight, April 10, 2014 8:35 AM

Well phrased article about social ROI

Why The ROI of Online Community Doesn't Matter

From thenextweb.com

The business case for community has already been made — defensible business, increased engagement, increased retention, and increased lifetime value.
Cendrine Marrouat - cendrinemarrouat.com:


Like Sarah Judd Welch, the author of this article, I believe in stopping asking about ROI. It's time we focused more on the most important part of the equation: people. 


"The funny thing is that these Fortune 100s think they’re building community for themselves, for their own bottom lines. But at the end of the day, communities own themselves."


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What You Should Be Tallying On Your Social Media Scorecard

From marketingland.com

Ah, the simplicity of American baseball: three strikes is an out, and a team’s chance at the bat is comprised of three outs. In cricket, the math is a bit more extensive: an inning is considered complete once ten batters have been struck out, and matches can last several days. It’s no wonder that as far […]
Cendrine Marrouat - cendrinemarrouat.com:


The debate around ROI in social media has been going on in circles for a couple of years, and for a good reason. It proves that many brands still have a hard time making sense of social media as a channel where people matter more than promotion and dollar signs.


Ric Dragon goes beyond the easy answer in this short, but thought-provoking article. Like him, I believe in looking at “who needs the information and for what purpose.”

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Do you know what you are measuring? (Funny commercial)

From curationgalore.wordpress.com

When the CEO of Encyclopedia Atlantica sees an unusual spike in the number of online orders, he goes a little crazy. The problem is that he hasn't taken the time to check out where the clicks come ...
Cendrine Marrouat - cendrinemarrouat.com:

I love this commercial! Not only is it funny, but it also asks a very valid questions to companies: Do you know what you are measuring? 

Boj-pat's curator insight, October 12, 2013 2:46 AM

Here we are! Learn the secret of successfull Company! Merci Francois.

Social media ROI: 10 quotes from leading marketing pros

From kcclaveria.com

Marketers from companies of all sizes have tried their best to pin down the value of social. Looking at what they have to say about social media ROI, what can we learn about how social affects sales?
Cendrine Marrouat - cendrinemarrouat.com:

The ROI of social media is a trendy topic right now. 

 

I'm happy to see that more and more experts talk about the importance of focusing on relationships before profits. 

 

 

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Calculating ROI from Social Media - Problems, Pitfalls & Breaking all the things... | distilled

From www.distilled.net

Cendrine Marrouat - cendrinemarrouat.com:

An excellent article on the "poor" value of using ROI to measure social media data. 

 

"Rather than coming up with more fancy ways to calculate the incalculable I think we need to accept that social media just doesn’t deliver great ROI directly." - Hannah Smith

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Want Measurable ROI from Social Media… The Key is The Shopper | Ted Rubin

From www.tedrubin.com

Cendrine Marrouat - cendrinemarrouat.com:

"Remember, the success and impact of your product is not about how much you love it, but about how much your customers love it. What they love, they purchase – you can’t get much better measure of ROI than that!" - Ted Rubin

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