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

ISBN-13: 9781118844397 / Angielski / Twarda / 2014 / 156 str.

C Holloman

Opis

The first book to explain how you can measure social media ROI across multiple departments, for internal/external social media based activities, as well as for new business models (product/services). This book provides help in establishing a thorough social media plan, examining your goals, audience and channel strategy, before examining tools and techniques to measure social media metrics and key performance indicators. This book debunks the myth that ROI, web metrics and social media measuring is a 'black art', and makes it easy to understand and use, enabling the reader to create bespoke ROI metrics and improve the return on activity. Practical, straightforward and informed by the key principles which the author has explored in his Social Media MBA, this transformative look at ROI will inspire a move away from 'Likes', 'Followers' and 'mentions' and towards pounds, euros and dollars.

Recenzje

the author knows how to put across valuable information in a highly accessible style and has created a useful primer on this subject. (The Irish Times, October 2014)

Spis treści

Acknowledgements ix

Preface xi

Hall of Fame xv

Introduction 1

1 Strategy 5

2 Measure ROI by Platform 31

Facebook 32

Twitter 39

YouTube 43

LinkedIn 47

Google+ 52

Pinterest 55

Blogs 58

3 Tools 63

Choosing a Supplier 63

Popular Measuring Platforms 68

4 Case Studies 89

O2 Customer Service 90

Sabre Hospitality Solutions Business Development 97

Makino Sales 101

giffgaff Customer Retention 109

BRAVEday Insurance Communication 117

Beats by Dr. Dre Viral Campaign 123

5 Safeguarding ROI 129

Index 135

O autorze

Christer Holloman has been writing technology trend features for Sky News online the last three years and was previously the Head of Digital Product Development at The Times and The Sunday Times in London.
Holloman is a popular keynote speaker with audiences ranging from business students to C–level executives and is frequently hired for conferences and corporate events around the world by clients such as The Chartered Institute of Marketing, Dell and Nokia.
What makes him a unique journalist and speaker is that he regularly consults for major companies and tech start–ups on digital business development projects. That means he won t be passing around 2nd hand information or theories but instead current best practices and transferrable hands on advice that will inspire readers and delegates.
Europe′s largest regional newspaper The Evening Standard named Holloman one of London′s most influential individuals working within New Media.
Christer Holloman is currently completing his MBA at Said Business School, Oxford University, as a Wallenberg Scholar. He is a member of the National Union of Journalists and holds a BSc in Business from the University of Umea, Sweden.
For more information please visit http://www.holloman.info/ or to discuss possible speaking engagements email him directly contact@holloman.info or Google speaking agencies that represents him.

Blurb

The bestselling The Social Media MBA series published in three languages is on track to have been sold in over 10,000 copies with this third publication.

Irrespective of what industry or department you are working in, your leaders will increasingly expect that you know how to measure the return on investment from social media just as they expect you to measure the return on any other business activity you engage in. This becomes even more critical if you plan to ask for additional resources for social, time and money, going forward.

The Social Media MBA Guide to ROI is for those who want to start measuring the tangible and intangible returns on investment on their social media activities and are looking for some straightforward advice on how to get on with it; from making the business case for social to defining suitable goals and more, including:

• How to set up free tools such as Google Analytics and premium tools like Radian6 to help you track ROI
• How to take advantage of build–in ROI features on some of the most popular channels such Facebook and YouTube
• Case studies from some of the most social media savvy brands sharing their approach to ROI, including Cisco, Heineken, Beats by Dr Dre and more!

Social media is not just about making money but just as much an opportunity to save money which this books explores, as well as taking a also look at how you can improve your ROI figures to help you impress your leadership team even more.

Connect with the author, case study interviewees and other readers by joining the The Social Media MBA Alumi group, visit http://www.socialmedia–mba.com or search or the group on LinkedIn to stay updated on the latest, ask questions or join the discussions.