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Corporate Social Media Case Study: Marriott In August 2008, hotel giant Marriott revealed that the company had earned $5 million in bookings from people who clicked to the reservation page from the company’s corporate blog . The blog, which averages 6000 visitors per week and had more than 600,000 visitors since launching in January 2007, is authored by CEO Bill Marriott.
Jason Calacanis, who got into blogging early and big, has quit. He co-founded a network of blogs called Weblogs in 2003, before the medium cracked the mainstream, and then sold it to AOL in 2005, working there until 2007. Today he is chief executive of Mahalo, a search engine guided by editors rather than algorithms. After five years of writing on tech industry topics as well as personal ones and building an audience of 10,000 to 20,000 daily visitors, Calacanis said he got tired of all the nasty commenters and opportunistic "link-baiters," people who post just to promote their own blogs.
Yesterday I sat down and decided that I wanted to try out some different monitoring solutions beyond what I was using. (Thanks to everyone on Twitter that offered up some suggestions on what tools you are all using.) When I started to dive in and I encountered so many monitoring tools that I have never tried. I started compiling them and it got a tad out of hand.
By Niall Cook Worldwide Director of Marketing Technology, Hill & Knowlton Many agencies are fudging the issue of how to measure the impact of social media and word of mouth marketing.
La plus fréquente erreur que je vois dans les campagnes traditionelle (télé, imprimée, radio) vers le Web au Québec (et ailleurs aussi) est que dans la très grande majorité des cas, c'est le nom de domaine principal qui est affiché/mentionné pendant la publicité ! Comment faîtes-vous alors pour quantifier votre nombre de visiteurs provenant de la publicité du trafic habituel provenant des moteurs de recherche, des liens externes vers l'accueil ou du trafic direct qui tape votre nom de domaine dans la barre d'adresse du fureteur ? Impossible. Même avec l'heure de diffusion de la publicité en radio ou en télé, ce n'est pas assez précis surtout quand il y a près de 20% qui regarderont celle-ci sur support enregistré dans les heures ou les journées suivantes. Donc, comment calculer un retour sur investissement si on a même pas la donnée primaire qui sont les visiteurs provenant de nos campagnes traditionelles ? Rien.
What follows is the entire version of my recent post on Mashable, “ The Maturation of Social Media ROI “ Over the years, Social Media experts attempted to redefine ROI for a new era of influence . While some introduced alternative philosophies for measuring the nuances tied to social media, others wondered aloud whether ROI simply wasn’t necessary as the tools and methodologies for analyzing yields didn’t yet exist. And furthermore, by focusing on justification and metrics, we were distracted from the primary objective of building relationships and cultivating dialogue.
Unless they are prefaced by dollar signs, numbers are not sexy, which is why social media experts have spent years avoiding them. Like the cool kids, they often seem more interested in being invited to the party than delving into what the party is for. The argument is often that numbers and metrics only serve as distractions to engagement and dialogue.
While companies are starting to adopt Social Media for online marketing campaigns, and even letting employees participate, the question of ROI (Return on Investment) arises, along with doubts about what metrics to measure. How do you know how effective your social media campaigns are if you’re not measuring any metrics, let alone an overall ROI? Below, we discuss ten important Social Metrics for companies.
Olivier Blanchard Basics Of Social Media Roi Defining Clear Goals As a standard formula, ROI is pretty basic, ROI = (X - Y) / Y, where X is your final value and Y is your starting value. In other words, if you invest $5 and get back $20, your ROI is (20 - 5) / 5 = 3 times your initial investment.
There is an argument around the blogosphere that is DRIVING ME CRAZY. When it turns to the topic of measurement and social media marketing, many “authorities” flippantly rely on the “double standard” argument — If you’re trying to measure the value of SM, you might as well measure the value of a cell phone, the company car and the receptionist. One popular blogger and author recently said if your manager asks for the ROI of your social media initiative, you should ask him for the ROI of his pants. Their point is that you just need to accept the social web as something ubiquitous and necessary, so why worry about it? This is lunacy.
Last week I spoke with Steve Dodd and Nick Koudas of Sysomos, a social media tracking/monitoring service. They walked me through their product, features and showed me how it could be successfully implemented in a business or even by someone with a successful personal brand. Below is my review. Please note that this review is based on a presentation given to me by the Sysomos team, and I have not had an opportunity to actually try the Sysomos product or implement it firsthand. Structure of this review: I’ve broken down the core elements of the product into categories and have reviewed them based on their merit.
Social Media Campaign Monitoring, Measurement and ROI Social media is changing the way businesses; corporations and brands communicate and market their products and services online. Altering the relationships between marketers, businesses, brands and their customers, social media presents new opportunities to engage with customers, to build deeper relationships and brand awareness, to enhance loyalty and to increase web traffic, sales and leads.
Dans un récent billet, la spécialiste américaine du marketing et consultante pour plusieurs entreprises Fortune 500, BL Ochman a déboulonné une dizaine de qualités erronées attribuées souvent aux médias sociaux. En nous indiquant ce dont les médias sociaux sont incapables, elle nous a fait part du même coup de quelques recettes résultant d’une proposition contraire ou complémentaire aux mythes répandus. Les médias sociaux ne peuvent: 1. Se substituer aux stratégies de marketing.
Social media measurement is something that I think should be undertaken with a sense of perspective, by standing back and looking at the big picture. A widescreen approach to social media measurement ultimately looks at the things that really matter: sales, profits, customer satisfaction and loyalty. Besides, honing in on the detail might not be the best use of your time, given the obvious difficulties that arise, particularly with attribution. But standing back and looking at the bigger picture is not going to be enough for your data-mad boss, is it? It’s a bit too soft focus, right? He or she is going to want to see proof that all this social optimisation is actually working.
Here are six of the best posts I’ve read recently (and some not so recently) about the ROI of social media. I think while we’re all continuing to think a lot about this issue, it’s becoming less and less about simply proving our case to the powers that be and more and more about finding a simple, replicable system for what’s worth measuring and why. For the association industry, measuring engagement is one significant piece of this puzzle, but all nonprofits still have businesses to run and it’s worth having a look at what some smart people have said about it all. These are in date order. NTEN – The Three Dimensions of Social Media ROI The BrandBuilder Blog – Defining Social Media ROI once and for all, and understanding the action-reactive-return narrative