Comments on: PRSA09: Social Media Measurement – Katie Paine on Establishing ROI

By: maxdeal

maxdeal — Sat, 02 Jan 2010 04:49:43 +0000

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By: edson1

edson1 — Fri, 20 Nov 2009 22:00:31 +0000

It is interesting subject.

By: David Kitchenham

David Kitchenham — Fri, 20 Nov 2009 14:56:50 +0000

Great post, this is an topic of debate at our organisation.

By: Stephanie Noble

Stephanie Noble — Tue, 17 Nov 2009 14:44:20 +0000

Great post. I'd like to contribute to the "new" metrics that are of value. In addition to some others, I like these:

Viral Spread – In how many places, and how diverse, can your marketing message/app/link be found?
Inoculation Speed – How soon after posting the message/app/link/video etc. did it spread to other communities and users?
Brand Reputation Score - What is the sentiment about the brand? Breakdown of sentiment within each source. IE sentiment could be higher on facebook versus an independent blog with bias.

http://www.padennoble.com/solutions/social-medi...

By: KDPaine

KDPaine — Sun, 15 Nov 2009 14:58:56 +0000

For those who want more information on measuring social media, we have a new white paper that should be posted to our website www.kdpaine.com on Monday

By: leeodden

leeodden — Tue, 10 Nov 2009 20:57:55 +0000

Thanks for that link to the dashboard Rasmus, it's very interesting.

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seoservicescompany — Tue, 10 Nov 2009 09:55:22 +0000

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By: karenrayner

karenrayner — Tue, 10 Nov 2009 09:02:22 +0000

Great post, well summerized

By: goutamsathia

goutamsathia — Tue, 10 Nov 2009 07:15:07 +0000

Excellent Post…

However, Social Media Marketing ROI is still at its recknowing feats… This need to be standardized by social media regulatory council before the client actually starts getting pinched on the marketing currency getting wasted in experimental SMM…

By: Loring Barnes

Loring Barnes — Tue, 10 Nov 2009 04:48:20 +0000

Great summary! Can you please expand on #6 “Obey the Rules.” This was great for those of us PRSAers who couldn't get to this year's conference. Now what is the book or website we can give to CLIENTS/EMPLOYERS to educate them about what results look like when they aren't ad equivalencies! Would appreciate suggestions!

By: Marc Meyer

Marc Meyer — Mon, 09 Nov 2009 20:25:18 +0000

Standard ROI measurements do not compute when measuring the effectiveness of social media and its impact to an organization. Those days are over. i.e. Red Cross judges success in terms of property saved and loss averted, success is in the engagement with a particular audience and how that engagement has the potential to impact a preset objective….amen.

By: MAS

MAS — Mon, 09 Nov 2009 17:29:04 +0000

Wicked Cool Stats!
Metrics are all about measuring real results. These statistics outline some new ways to think about what actually are 'real results.'

Thanks very much for sharing all these figures.
MAS

By: montaznehise

montaznehise — Mon, 09 Nov 2009 15:22:58 +0000

Great article on brands leveraging social media to drive a positive ROI.

By: Lynn Anne Miller

Lynn Anne Miller — Mon, 09 Nov 2009 14:26:19 +0000

Yes! What KD is saying here is profound, and she's explained it better than anyone else to-date. (No surprise here). Some further thoughts:

1.Re the engagement metric, minutes spent and return visits on blogs will become increasingly sought after metrics. I never quite understood the old “hits” metrics anyway. Who cares if a huge number of people visit your blog, if they're only spending 10 sec there? You need quality of engagement – over 2 minutes – I believe – before the visits are meaningful. And certainly before anyone has time to click to an ad. How many visitors are spending greater than 15 minutes? 45? Those are the new gold standard metrics. And what about return visitation? Those are your fans / fanatics.

2. I think we're going to see this year even more of a push to separate B2B and B2C rules of engagement for social media. The environment is MUCH more challenging in B2B than B2C.

3.Frankly, I'm surprised Walmart credited their profitability that directly to the Walmart 11 Moms. Lots of questions from some of the Moms and others about how they were treated – everyone made bucks off those women except themselves.

By: Justin Parks

Justin Parks — Mon, 09 Nov 2009 14:21:02 +0000

The ROI issue in social media is still a pretty heated debate with both camps swinging between It can or it cannot be measured effectively. Personally I think its a specific question. What do you want or need to achieve. ROI is not always a sale and can be considered so much more now and via a completely different process.

OLD: Awareness > Consideration > Preference > Trial > Purchase
NEW: Find > Observe > Participate > Engagement > Purchase/Act/Link/WOM

This in particular has got me thinking about a range of different processes.