The Social Media MBA Guide to ROI: How to Measure and Improve Your Return on Investment

4Case Studies

Learning Objective

You have now heard about the theories and how to develop an ROI strategy. You've seen some basic and more sophisticated ways of mea­suring ROI directly within social channels and via third-party tools. However, before you start doing it for yourself, here is some more inspiration from people that have already made the journey you're about to embark on.

In this chapter we are going to meet individuals responsible for the social media strategy at a range of different companies, different industries, customers, goals etc. They will outline their social media strategy and ROI methodology as well as share some hard-earned insight for your benefit so you don't make the same mistakes.

O₂ – Customer Service

About the Company

O₂ is the commercial brand of Telefónica UK Limited and is a leading digital communications company. With over 23 million customers, O₂ runs 2G, 3G and 4G networks across the UK, as well as operating O₂ Wifi and owning half of Tesco Mobile. O₂ has over 450 retail stores and sponsors The O₂ Academy venues and the England rugby team. Read more about O₂ at www.o2.co.uk/news.

The Interviewee

Kristian Lorenzon currently holds the position of Senior Social Media Manager at O₂ Telefónica UK, after spending the past few years of his career specializing in digital and social media planning for various UK and global brands. Kristian oversees ...