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Wednesday, May 13, 2009
With the publication this month of the Internet Advertising Bureau’s ‘ Social Media Ad Metrics Definitions’ , it seemed a good moment for me to write about the thorny subject, and have a look at some of the controversy around the measurement of ROI in social media. The ROI within social media has long been a bone of contention, and seems likely to become ever more so, with the equally lightning spread of both social media use and savage budget cuts. I’ll ll return to the IAB’s publication later, but in the meantime, let’s take a look
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Sunday, March 22, 2009
This is just one of the ways that our clients measure the ROI of their online community - by increased traffic from organic search or significant savings on their paid search bills.
Measuring ROI is an important topic in social media, all the communities that we build at FreshNetworks have very clear ROI cases. That’s why this week’s Required Reading Image via Wikipedia
On Friday we posted about an experiment running on one of our online communities , comparing paid and organic search strategies .
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Wednesday, December 2, 2009
Is our preoccupation with measuring social media ROI counterproductive?
In this article I look at social media from what might be a novel perspective. hope to convince you that social media use needs not impact the bottom line over the short term, and that our belief that it ought to is impeding our progress.
As a business community, are we obsessed with return on investment? I
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Tuesday, November 3, 2009
The last post of our guide to Getting Started in Social Media looked at measurements and how brands should be ruthless about ROI. This presentation from Oliver Blanchard is a great introduction to social media ROI and how you should conceive of it and then measure it. For me the most insightful part of the presentation is the distinction between a non-financial ROI and a financial one. Image by Hey Paul via Flickr
It’s also quite amusing in parts and so is Required Reading this week at FreshNetworks
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Sunday, June 7, 2009
I’ve been co-designing and c0-facilitating a number of workshops for the CGIAR and FAO over the past few years about knowledge sharing, and more recently, this phenomenon people call “social media.” Social Media Strategy Planning & Measurement - What’s Working?
With social media, however, strategy is 8221; Part of this work has been to comb through resources and create some launch pads that are relevant to NGOs and non profits. I
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Tuesday, June 2, 2009
In the second of this three-part series on Listening in Social Media, here is some of the best advice I found on how to listen: setting up your listening, analysing the conversation types, and what do with what you’ve heard. People are talking about your brand anyway, so you may as well get down in the weeds and know what’s going on. How should you listen? Beth Kanter has written a guide to listening literacy skills in Social Media Listening Literacy for Nonprofits which provides help for the bemused, or simply overloaded. Quoting Tania Yuki in her post on comscore.com : Listen to the good.
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Wednesday, March 25, 2009
Our post a few days ago on measurement and ROI in social media, Social Media ROI: Measuring the unmeasurable , prompted a fair amount of discussion. The main thrust of the post, and of the presentation it highlights, is that in order to measure ROI in social media, you need to have a clear and reasoned understanding of what it is you’re measuring and why.
When building ROI models for online communities at FreshNetworks , we follow an approach that includes the following four steps
Identify what success looks
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Sunday, October 4, 2009
I’ve been speaking for a couple of years now on “The COI – Cost of Inaction”…it’s always a good fallback when companies won’t accept the ROI – Return on Investment. COI Cost of Inaction with Social Media
Sorry One of the classic costs of social media inaction for me, is the loss of voice of the Even when it’s clear that acquisition of customer costs drop through word of mouth, that support costs drop due to peer to peer support, that customer engage with your brand for longer and more often and brand recall goes through the roof, it’s still “too dangerous”.
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Sunday, October 18, 2009
Last week, I was interviewed for an article in the Independent about how brands should be using social media. The starting point for any business, according to Matt Rhodes, head of client services at social-media experts FreshNetworks , is ensuring you know what you want to achieve – increased brand awareness, customer retention, a feedback mechanism and so on. “Next, Working out why you want to use social media is an important step for any brand getting Image by Corscri Daje Tutti / CristianoCorsini via Flickr
Whilst some of the other interviewees
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Friday, December 4, 2009
There are a lot of social media agencies out there (we at FreshNetworks being one of them!). When a brand is getting started in social media , launching a particular campaign or engagement programme, or just looking for advice and support, it’s important to make sure you choose the right agency for you. Finding the right social media agency can be tricky and to do it you need to get to understand them, their thinking and their work. Image by Dom Dada via Flickr
Many doing different things and having different approaches.
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