Measuring the R.O.I. of your Social Media Programs
May 25, 2010 by Olivier Blanchard
If you have twenty minutes and want to understand the fundamentals of R.O.I., business measurement, Social Media business planning, Vertical vs. Lateral Engagement and F.R.Y., it’s all right here. This might be a good video to send to the CMO, CFO, COO and even the CEO, if you have that kind of relationship with them.
Video courtesy of Andy Sernovitz and GasPedal. Filmed during the 2009 WOM Supergenius Conference in Chicago.
And yes, I had Rocky II hair back then.
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Posted in 2009, account planning, business, ROI, Social Communications, social media, WOM, WOMM, word of mouth | Tagged andy sernovitz, brandbuilder, business justification, Case Study, equation, F.R.Y., gaspedal, goals, lateral engagement, measurement, methodology, objectives, olivier blanchard, Return on investment, social media, strategy, supergenius, tactics, vertical engagement, video, WOM, WOMM | 5 Comments
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Great presentation. Do you see the agency model ever contributing beyond the non-financial metrics or will it always require a data hand-off to someone internally on the client side?
The agency model needs to understand that the game has changed, that measurement is a lot richer now, and that clients aren’t going to be satisfied with “impressions” and other soft, intermediate metrics forever.
That said, only the client has access to financial/sales/transactional data, so they have to open up to their agencies as well. Agencies can’t measure what’s hidden behind the castle wall.
That is by far the best preso on Social Media I’ve seen in the past two years.
It would be good to create a Timeline Template for us to use.
Julius
Thank you.
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