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
- Cover Page
- Title Page
- Copyright
- Dedication
- Contents
- Foreword
-
PREFACE
- IT ISN'TSIMPLY SOCIAL MEDIA. IT IS MEDIA THAT IS SOCIAL!
- SOCIAL MARKETING IS ANOTHER MEDIA CHANNEL SITTING EQUALLY ALONGSIDE ALL OTHERS
- ROI OF SOCIAL MEDIA HAS MANY TARGET AUDIENCES
- THE TOP LEVEL TAKEAWAY
- SOCIAL MEDIA SUPPORTS MANY BUSINESS FUNCTIONS
- SOCIAL MEDIA REQUIRES CEO INVOLVEMENT
- BOOK OUTLINE
- ENDNOTES
- Acknowledgments
- INTRODUCTION
-
SECTION 1: GETTING STARTED WITH SOCIAL MEDIA ROI
-
1: GETTING STARTED WITH SOCIAL MEDIA ROI
- WHAT IS SOCIAL MEDIA ROI?
- SOCIAL MARKETING IS MEASURABLE: THE MARKETING PROCESS MODEL APPLIED TO SOCIAL MARKETING
- MAKE BETTER STRATEGIC AND TACTICAL MARKETING DECISIONS
- A (SHORT) HISTORY OF SOCIAL MARKETING ROI
- OBSTACLES IN DETERMINING SOCIAL MARKETING ROI
- TRADITIONAL MEDIA VERSUS SOCIAL MEDIA
- SOCIAL MARKETING STRATEGY
- MEASURING SOCIAL MARKETING
- THE FUTURE OF SOCIAL MEDIA AND ROI
- LET'S GET STARTED. . .
- ENDNOTES
- 2: SOCIAL MEDIA MOTIVATIONS AND BEHAVIORS
-
1: GETTING STARTED WITH SOCIAL MEDIA ROI
-
SECTION 2: THE MEDIA ENGAGEMENT FRAMEWORK
- 3: INTRODUCTION TO THE MEDIA ENGAGEMENT FRAMEWORK
- 4: INFLUENCER PERSONA IN THE MEDIA ENGAGEMENT FRAMEWORK
- 5: CONSUMER PERSONA IN THE MEDIA ENGAGEMENT FRAMEWORK
- 6: INDIVIDUAL PERSONA IN THE MEDIA ENGAGEMENT FRAMEWORK
- 7: THE COMPETITIVE SET—VYING FOR ATTENTION
- 8: THE BRAND IMAGE
- 9: SEARCH–BEING FOUND IN SOCIAL MEDIA
- SECTION 3: PRACTICAL APPLICATIONS OF SOCIAL MEDIA ROI
-
SECTION 4: WHERE DOES SOCIAL MEDIA GO FROM HERE?
-
13: THE FUTURE OF SOCIAL MEDIA AND ROI
- GREATLY EXPANDED BUSINESS ADOPTION OF SOCIAL MEDIA
- THE DEATH OF SOCIAL MEDIA AND THE EMERGENCE OF A NEW SOCIAL PARADIGM
- NOISE
- CONSUMER EXPECTATIONS OF UNDERSTANDING WHO THEY ARE
- A GLOBAL MARKET THAT NEVER CLOSES
- CONSUMER PRIVACY, IDENTITY, LOCATION AND PORTABILITY
- TRUST AND REPUTATION-BASED ECONOMY
- SEMANTICS
- NETWORK ACCESS AND MOBILE
- THE MICRO SCALE ECONOMICS OF SOCIAL MEDIA
- THE SOCIAL MEDIA BUBBLE AND GLOBAL PLATFORM CONSOLIDATION
- CHINA AND SOCIAL MEDIA
- UNFORESEEN APPLICATIONS OF SOCIAL TECHNOLOGY
- CONCLUSION
- ENDNOTES
-
13: THE FUTURE OF SOCIAL MEDIA AND ROI
- AFTERWORD
- APPENDIX
- BIBLIOGRAPHY
- INDEX
Product information
- Title: ROI of Social Media: How to Improve the Return on Your Social Marketing Investment
- Author(s):
- Release date: March 2011
- Publisher(s): Wiley
- ISBN: 9780470827413
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