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Imc 462 class 9 080511

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Daniel Schiller
Daniel Schiller

This document discusses metrics for measuring return on investment (ROI) from social media marketing campaigns. It defines key terms like sticky ideas, tipping point methodology, and the 80/20 principle. It provides examples of both qualitative and quantitative metrics and approaches to measuring ROI. Qualitative metrics focus on satisfaction and loyalty while quantitative metrics measure direct results like sales. The document also discusses factors that can help create tipping points for ideas to spread widely, like targeting the right people, having a sticky idea, and choosing the right context.

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IMC 462 Integrated Marketing Communications via Social Media Summer 2011 Class Session 9 Social Media ROI, August 8 th 2011
Key Terminology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ROI- Prove It! ‘ Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is surprise it isn’t better. ’ Avinash Kaushik- Analytics Evangelist, Google ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Qualitative Approach A sample campaign from rackspace  ,[object Object],[object Object],[object Object]
Quantitative Approach Dell utilized a quantitative approach to increase online sales  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tipping Point Framework While not specific to social media, there is much we can learn from this work. What makes for a ‘Tipping Point’? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Sticky Idea? S imple U nexpected C oncrete C redentialed E motional S tory Right Context? The ‘broken windows’ theory- that an epidemic can be tipped by tinkering with the details
Tactics for Creating a Full Year Plan . ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Imc 462 class 9 080511

  • 1. IMC 462 Integrated Marketing Communications via Social Media Summer 2011 Class Session 9 Social Media ROI, August 8 th 2011
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