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

by Guy Powell, Steven Groves, Jerry Dimos

Overview

How to Improve the Return on Your Social Marketing Investment

With this book, social marketers can now answer that nagging question from the CEO and CFO:

“How can we use this new social media channel most effectively to drive more revenue, profit, brand and share at highest RIO and least risk?”

The concepts in this book can be applied to any social marketing channel and any combination of traditional and social media. The authors build a Media Engagement Framework that applies directly to:

• Influences
• Consumers
• Individuals

RIO of Social Media is truly global in nature presenting case studies from around the world including Dell (Europe), Comcast (North America), Guinness Anchor Berhad (Malaysia) and Microsoft Asia Pacific. With this range of cast studies, the reader will be able to apply these concepts to their business whether they are based in New York, Shanghai, London or Sydney.

The book presents with an 8-step process to strategize, develop, implement and measure an effective social marketing strategy. 

Product Details

ISBN-13:	9780470827444
Publisher:	Wiley
Publication date:	02/18/2011
Sold by:	JOHN WILEY & SONS
Format:	eBook
Pages:	320
File size:	2 MB

About the Author

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.

Table of Contents

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.