Agenda• Why should we care about ROI?• Social Media ROI today• Better ways to measure ROI?• Class Exercise
Why is ROI important? • If you can’t measure it, you can’t manage it. • “82% of marketers say their executive management expects every campaign to be measured.” (source: ifbyphone 2011 State of Marketing Measurement Report) • Marketing budgets are correlated to ROI.
Social Media ROI Today:What’s so hard about it? “ROI intrinsically implies that you want to take out more than you put in. Social Media is about freely sharing with no strings attached. It’s a paradoxical relationship...”! " " " "- Rob Kozinets, Jan 11, 2012! ROI = company gets more than company gives ≠ sharing freely = Social Media
Social Media ROI Today:The Stats• Measuring ROI was the leading challenge for Social Media Marketers in 2010 & 2011.