注册 登录  
 加关注
   显示下一条  |  关闭
温馨提示!由于新浪微博认证机制调整,您的新浪微博帐号绑定已过期,请重新绑定!立即重新绑定新浪微博》  |  关闭

山歌

微信公众号:Jack-Xiaoshan

 
 
 
 
 

日志

 
 

Experts Predict 2010 the Year for Social Media ROI  

2009-12-25 13:22:48|  分类: 默认分类 |  标签: |举报 |字号 订阅

  下载LOFTER 我的照片书  |

ReadWriteWeb 作者:Dana Oshiro

-named consumer trend blog TrendsSpotting just released its poll from more than 30 social media influencers. The market research presentation identifies six trends that will change social media in 2010. In accordance with Ustrategy co-founder Ravit Lichtenberg's predictions, the experts believe that 2010 will be the year that social media ROI is effectively measured. The question is, how do you measure a dollar value from Tweets and status updates?

Experts Predict 2010 the Year for Social Media ROI - 乔疯子 - 萧山

2010 Social Media Influencers - Trend Predictions in 140 Characters, by TrendsSpotting

View more documents from Taly Weiss.

I've been at the receiving end of enough agency pitches to understand that few public relations firms will promise a dollar or registration-based return for their time. In the words of one pro, "You can lead a horse to water, but you can't make it drink." In other words, PR can get eyeballs to your site, but it can't guarantee revenue or members. That's the job of a well-designed product. With social media, it'll be interesting to see how return on investment will be measured. Below are some possibilities.

PROSPECTING: Connie Benson, Director of Social Media and Community Strategy for Alterian says, "Social media monitoring will provide insight across all channels, as well as making social media an active outbound marketing channel." In this case Benson alludes to the idea that ROI on social media may entail leads generation. In other words, here social media ROI might be measured in the number of social media-based pitches against the number of deals closed.

STEWARDSHIP: Says President of New Marketing Labs Chris Brogan, "I see velvet rope networks where some kind of gating to keep out the commons will occur." In the case of enterprise groups engaging in social media, this may mean establishing channel partnerships, enacting a service provider's network and building self-moderating customer service programs. ROI in this case might correlate to return business via an enterprise-based social media channel. 

ADVOCACY: Rosetta's Adam Cohen exclaims, "Marketing programs [will] focus more on activating brand advocates than general customers." Whether this is measured through click-thru sales on embedded brand badges or the number of clients you receive through an advocate's promo code, advocacy ROI is easily measured.

Says Lichtenberg, "While the definition of ROI is evolving to better fit the world of relationships and networks, the ability to demonstrate ROI in hard numbers -- not in followers or fans -- will become a baseline business requirement in 2010." If this is true, then many would argue that social media experts should have no problem measuring their retainer and hourly wage against a dollar value added. In reality though, there is more to social media than a simple dollar value, just as there is (hopefully) more to your company than making a sale.

We've only just scratched the surface on social media ROI and we know there are more models out there. If you've got a good method for measuring your programs, let us know in the comments below.

  评论这张
 
阅读(10)| 评论(0)
推荐 转载

历史上的今天

在LOFTER的更多文章

评论

<#--最新日志,群博日志--> <#--推荐日志--> <#--引用记录--> <#--博主推荐--> <#--随机阅读--> <#--首页推荐--> <#--历史上的今天--> <#--被推荐日志--> <#--上一篇,下一篇--> <#-- 热度 --> <#-- 网易新闻广告 --> <#--右边模块结构--> <#--评论模块结构--> <#--引用模块结构--> <#--博主发起的投票-->
 
 
 
 
 
 
 
 
 
 
 
 
 
 

页脚

网易公司版权所有 ©1997-2017