Roi of Social Media

How to Improve the Return on Your Social Marketing Investment
1. Auflage 2011
ISBN: 978-0-470-82741-3
Verlag: Wiley

Buch, Englisch, 320 Seiten, Format (B × H): 161 mm x 237 mm, Gewicht: 617 g

The ROI of Social Media uncovers the tactics and tools used by the largest and most successful corporations and agencies to monitor and measure the return on their investments in social media. Guy R. Powell, Steven W. Groves and Jerry Dimos have done the hard work to uncover and reveal the secrets the big boys use so you don't have to.

It includes an 8-Step process for marketers to set up their social media metrics and calculate ROI and a readily referenced 'Media Engagement Framework' that encompasses traditional and social marketing in a holistic approach.

Case studies cover large and small consumer marketers, large and small business-to-business marketers, and social media tools developers in the US, Europe & Asia. The case studies include companies from Asia, Europe and North America and markets as diverse as fast moving consumer goods (FMCG), consumer packaged goods (CPG), media, technology and ecommerce.

Autoren/Hrsg.

Powell, Guy

Groves, Steven

Dimos, Jerry

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Literatur für Manager
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

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.