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

Book Description

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

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Dedication
  5. Contents
  6. Foreword
  7. PREFACE
    1. IT ISN'TSIMPLY SOCIAL MEDIA. IT IS MEDIA THAT IS SOCIAL!
    2. SOCIAL MARKETING IS ANOTHER MEDIA CHANNEL SITTING EQUALLY ALONGSIDE ALL OTHERS
    3. ROI OF SOCIAL MEDIA HAS MANY TARGET AUDIENCES
    4. THE TOP LEVEL TAKEAWAY
    5. SOCIAL MEDIA SUPPORTS MANY BUSINESS FUNCTIONS
    6. SOCIAL MEDIA REQUIRES CEO INVOLVEMENT
    7. BOOK OUTLINE
    8. ENDNOTES
  8. Acknowledgments
  9. INTRODUCTION
    1. SOCIAL MARKETING INVESTMENTS ARE RISKY AND MUST BE MEASURED
    2. SOCIAL MEDIA IS ONE COMPONENT OF WORD OF MOUTH
    3. SOCIAL MEDIA WILL STAND ALONGSIDE OTHER TRADITIONAL MEDIA
    4. GROWTH IN SOCIAL MEDIA DRIVEN BY HUMAN NEEDS
    5. THE NEED FOR A SOCIAL MEDIA MEASUREMENT FRAMEWORK
    6. ENDNOTES
  10. SECTION 1: GETTING STARTED WITH SOCIAL MEDIA ROI
    1. 1: GETTING STARTED WITH SOCIAL MEDIA ROI
      1. WHAT IS SOCIAL MEDIA ROI?
      2. SOCIAL MARKETING IS MEASURABLE: THE MARKETING PROCESS MODEL APPLIED TO SOCIAL MARKETING
      3. MAKE BETTER STRATEGIC AND TACTICAL MARKETING DECISIONS
      4. A (SHORT) HISTORY OF SOCIAL MARKETING ROI
      5. OBSTACLES IN DETERMINING SOCIAL MARKETING ROI
      6. TRADITIONAL MEDIA VERSUS SOCIAL MEDIA
      7. SOCIAL MARKETING STRATEGY
      8. MEASURING SOCIAL MARKETING
      9. THE FUTURE OF SOCIAL MEDIA AND ROI
      10. LET'S GET STARTED. . .
      11. ENDNOTES
    2. 2: SOCIAL MEDIA MOTIVATIONS AND BEHAVIORS
      1. MOTIVATIONS FOR PARTICIPATING IN SOCIAL MEDIA
      2. THE THREE TIERS OF SOCIAL MEDIA STRATEGY
      3. MOTIVATORS
      4. BEHAVIORS
      5. SOCIAL MEDIA SEGMENTATION MODEL
      6. CONCLUSION
      7. ENDNOTES
  11. SECTION 2: THE MEDIA ENGAGEMENT FRAMEWORK
    1. 3: INTRODUCTION TO THE MEDIA ENGAGEMENT FRAMEWORK
      1. APPLYING THE MEDIA ENGAGEMENT FRAMEWORK
      2. THE PERSONAS OF THE MEDIA ENGAGEMENT FRAMEWORK
      3. BRAND IMAGERY
      4. COMPETITIVE SET
      5. MEASUREMENT SET
      6. CONCLUSION
    2. 4: INFLUENCER PERSONA IN THE MEDIA ENGAGEMENT FRAMEWORK
      1. THE INFLUENCER AND THE MEDIA ENGAGEMENT FRAMEWORK
      2. CONCLUSION
      3. ENDNOTES
    3. 5: CONSUMER PERSONA IN THE MEDIA ENGAGEMENT FRAMEWORK
      1. THE CONSUMER AND THE MEF
      2. SOCIAL MEDIA AND B2B MARKETING AND SELLING
      3. CONCLUSION
      4. ENDNOTES
    4. 6: INDIVIDUAL PERSONA IN THE MEDIA ENGAGEMENT FRAMEWORK
      1. THE INDIVIDUAL AND THE MEF
      2. CONCLUSION
      3. ENDNOTES
    5. 7: THE COMPETITIVE SET—VYING FOR ATTENTION
      1. ENDORSEMENT SHARE AS THE COMPETITIVE SET FOR INFLUENCERS
      2. BRAND AS THE COMPETITIVE SET FOR CONSUMERS
      3. TIME AS THE COMPETITIVE SET
      4. CONCLUSION
      5. ENDNOTES
    6. 8: THE BRAND IMAGE
      1. BRAND IMAGE ACROSS THE MEF
      2. CONCLUSION
    7. 9: SEARCH–BEING FOUND IN SOCIAL MEDIA
      1. BEING VISIBLE IN SOCIAL MEDIA
      2. CONCLUSION
      3. ENDNOTES
  12. SECTION 3: PRACTICAL APPLICATIONS OF SOCIAL MEDIA ROI
    1. 10: PUTTING VALUES TO THE “R” AND “I” OF ROI IN SOCIAL MEDIA
      1. WHY ROI?
      2. INTRODUCTION TO ROI
      3. CONCLUSION: THE ROI OF ROI
      4. ENDNOTES
    2. 11: EIGHT-STEP PROCESS TO MEASURING SOCIAL MARKETING STRATEGY AND ROI
      1. BUILDING A CULTURE OF METRICS IN SOCIAL MEDIA
      2. SOCIAL MARKETING METRICS INFRASTRUCTURE
      3. EIGHT-STEP PROCESS TO MEASURE SOCIAL MARKETING STRATEGY AND ROI
      4. CONCLUSION
      5. ENDNOTES
    3. 12: SOCIAL MEDIA METRICS TOOLS PROVIDERS
      1. EVALUATING METRICS TOOLS AND HOW TO SURVEY TOOL CAPABILITIES
      2. MONITORING VERSUS METRICS VERSUS INFLUENCE
      3. A FRAMEWORK FOR EVALUATING TOOLS
      4. TOOL ASSESSMENT CHARACTERISTICS
      5. EXAMPLES USING THE ROI OF SOCIAL MEDIA TOOL ANALYSIS FRAMEWORK
      6. CONCLUSION
      7. ENDNOTE
  13. SECTION 4: WHERE DOES SOCIAL MEDIA GO FROM HERE?
    1. 13: THE FUTURE OF SOCIAL MEDIA AND ROI
      1. GREATLY EXPANDED BUSINESS ADOPTION OF SOCIAL MEDIA
      2. THE DEATH OF SOCIAL MEDIA AND THE EMERGENCE OF A NEW SOCIAL PARADIGM
      3. NOISE
      4. CONSUMER EXPECTATIONS OF UNDERSTANDING WHO THEY ARE
      5. A GLOBAL MARKET THAT NEVER CLOSES
      6. CONSUMER PRIVACY, IDENTITY, LOCATION AND PORTABILITY
      7. TRUST AND REPUTATION-BASED ECONOMY
      8. SEMANTICS
      9. NETWORK ACCESS AND MOBILE
      10. THE MICRO SCALE ECONOMICS OF SOCIAL MEDIA
      11. THE SOCIAL MEDIA BUBBLE AND GLOBAL PLATFORM CONSOLIDATION
      12. CHINA AND SOCIAL MEDIA
      13. UNFORESEEN APPLICATIONS OF SOCIAL TECHNOLOGY
      14. CONCLUSION
      15. ENDNOTES
  14. AFTERWORD
  15. APPENDIX
    1. ENDNOTES
  16. BIBLIOGRAPHY
  17. INDEX