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ROI of Social Media: How to Improve the Return on Your Social Marketing Investment

ISBN: 978-0-470-82741-3
320 pages
March 2011
ROI of Social Media: How to Improve the Return on Your Social Marketing Investment (0470827416) cover image
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 

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Foreword.

Preface.

Acknowledgments.

Introduction.

SECTION 1—Getting Started with Social Media ROI.

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 Engagement Framework.

Chapter 4—Influencer Persona in the Media Engagement Framework.

Chapter 5—Consumer Persona in the Media Engagement Framework.

Chapter 6—Individual Persona in the Media Engagement Framework.

Chapter 7—The Competitive Set—Vying for Attention.

Chapter 8—The Brand Image.

Chapter 9— Search–Being Found in Social Media.

SECTION 3—Practical Applications of Social Media ROI.

Chapter 10—Putting Values to the "R" and "I" of ROI in Social Media.

Chapter 11—Eight-Step Process to Measuring Social Marketing 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.

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Guy R. Powell is the President and founder of DemandROMI where over the last 20 years he has helped clients from across the globe build highly successful and measureable marketing strategies to drive increased revenue, profit, brand and share. As part of his consulting activities he has trained and/or presented his findings and methods to thousands of marketers across the globe. His consulting career began with ATKearney delivering strategic and tactical solutions to help companies fuel and maintain extraordinary growth for mid-tier and Global 1000 companies. He has experience with many Fortune companies in sectors including CPG, financial services and high technology. Powell’s educational background includes an MBA from the University of Chicago and a BSEE from Lehigh University.

Steven W. Groves is the CEO and lead consultant for Social Marketing Conversations. As author, podcaster, blogger and digital polymath, he has worked with some of the most remarkable brands in social marketing and social media. He has consulted with a wide range of global industries on marketing and business development needs—consumer product goods companies, authors and publishers, real estate professionals, non-profits, banks and software companies. A sought-after speaker, Steven opened the 2010 Phoenix SCORE Social Media Conference, the “Social & Traditional Marketing” track for the 2010 Online Marketing Summit and the Arizona Small Business Association (ASBA) Social Media Symposium in 2009. He has lectured for ASU in the Barrett’s Honors College for Entrepreneurial Education.

Jerry Dimos is a Partner with The LiTMUS Group heading up the Singapore office. With more than 15 years of management consulting experience centered on strategy, growth and performance improvement programs for Fortune 500 companies, he has delivered successful projects across Asia Pacific playing major roles in improving the performance of complex, global organizations, delivering strategic and operational improvements within the banking, insurance, energy and consumer products sectors. Jerry has an MBA from the Chicago Booth Graduate School of Business, a Masters from the School of Engineering, University of Sydney and Post Graduate Degree in Information Technology from the University of Technology, Sydney. Jerry is a Chartered Management Accountant, a Certified Management Consultant and has been a contributor to many industry standards.

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February 22, 2011
The ROI of Social Media

Social media has sprung on the scene as the next big thing for connecting to friends and for personal branding for individuals.  How do businesses justify the time, effort and expense of social media; what’s the payoff for the time, effort and technology?  This book will explore the justifications and tactics of evaluating and improving return-on-investment (ROI) businesses need to track to justify an investment in social marketing to connect to customers, prospects, employees and stakeholders.   

ROI of Social Media: How to Improve the Return on Your Social Marketing Investment” (ISBN: 978-0-470-82741-3; John Wiley & Sons) will help the marketing department answer the question: “How can the enterprise use social media marketing most effectively to drive more revenue, profit, brand and share at highest ROI and least risk?”

This book uncovers the tactics and tools used by the largest and most successful corporations and agencies to monitor and measure the return on their investments in social media.   Guy R. Powell, Steven W. Groves and Jerry Dimos have done the hard work to uncover and reveal the secrets the big boys use so you don't have to.

It includes an 8-Step process for marketers to set up their social media metrics and calculate ROI and a readily referenced ‘Media Engagement Framework’ that encompasses traditional and social marketing in a holistic approach. Case studies cover large and small consumer marketers, large and small business-to-business marketers, and social media tools developers in the US, Europe & Asia.  They include companies from Asia, Europe and North America and markets as diverse as fast moving consumer goods (FMCG), consumer packaged goods (CPG), media, technology and ecommerce.

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