What should you expect from this course? What are you going to learn (and what you are not going to)?
Although some topics may seem too basic, there are things that sometimes need to be told so they become so evident. So many organisations are embarking into social media without considering their overall strategy, so then generating inconsistencies in their brand image.
So, do you know how the strategic process, the marketing mix, and the sales funnel are going to be affected by social media? That´s what I summarise in Section 2.
In Section 3, a series of financial indicators are suggested for measuring the real return on the investment, and an example is provided.
This course does not aim to reveal the final truth of social media ROI (I don´t think a unique one exists), but to help you start your journey for finding yours.
Social media must help generate value. This forces the organisation to include the roles of the social media strategist and the community manager. Although they have some specific targets and use their own tools, as they need to stay aligned to the rest of the company structure they have to understand the concept of ROI.
The Balanced Scorecard is a management tool that allows us to design and monitor the business strategy. Using it we can show how social media can impact in the financial targets of a company.
You will learn:
- What the Balanced Scorecard (BSc) is
- How strategy can be summarised by using the BSc
The marketing-mix model is explained so a better understanding of the effects of social media into the strategy is obtained. This is the most basic model to design and analyse the marketing of a brand.
You will learn:
- Which factors affect marketing
- How social media can transform them
The most important target in a company should be conversion. In this lecture I explain you what 'conversion' is and how a simple model can let you understand the process behind it.
You will learn:
- What conversion is
- What is the AIDA model in connection to conversion
- How social media may be reshaping the conversion process
Building up on the previous lectures, this video introduces the Business Model Canvas and gives some ideas about how to use it as a tool for creating the social media strategy.
The Business Model Canvas is a tool that has been created by two scholars as the result of years of research on business modeling tools. It is devised as a nine blocks canvas, which help analyse and explain the strategy and business model of an organisation. It is easily adaptable to account for a social media strategy.
You will learn:
- What the Business Model Canvas is.
- How it is related to the strategy and value creation.
- Some ideas about how use it for creating your social media strategy.
A broad list of costs and benefits attributable to social media are explained.
You will learn:
- What costs have to be taken into account to calculate social media ROI
- What benefits are to be considered when calculating social media ROI
Following on the previous lecture (What to measure), and using a prototype calculator, a pretended business case is shown so the student can figure out which kind of data should be collected to do a full calculation of the social media ROI.
It is recommended the attached document is downloaded before the video is watched.
You will learn:
- What data is required to calculate social media ROI
- How to calculate the social media ROI by applying the formula
As explained in a previous video, sometimes you have to prove campaign success using only a small sample of your users/consumers. The Fisher Exact Test can help you evaluating the relationship between a specific campaign and the outcomes (i.e. sales).
What do you know about social media ROI?
why and how of Social Media ROI: Business definitions, methodologies and situational narrative. Olivier Blanchard Basics Of Social Media Roi
Slideshare: The Basics Of Social Media ROI | Digital Buzz Blog
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that 84% of social media programs don't measure return on investment HOW TO: Measure Social Media ROI. 4.1k. Shares. pretty basic, ROI = (X
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I like to think of social media ROI on a very simple and basic plane: you measure social media roi one customer at a time. You offer super service and empower a
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Nichole has become Social Medias go to girl when it comes to ROI. She has published an article about using Hootsuite to measure ROI that went viral because of the
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PowerPoint Presentation: Enough with the Social Media BS. Give me the realz . Social Fresh Conference // 24 August 2009
roi | Social Media Examiner
This article shows the basics of navigating Google is a show from Social Media to measure your social media return on investment
The Myth Of Social ROI - Business Insider
The myths and realities behind ROI on social media. Tech. BI Intelligence; Events; Trending offers great basic data for measuring reach and engagement.
Strategy & Basics of Social Media ROI - Mayo Clinic
Social media is more relevant Patients expect more than we deliver. They trust healthcare providers and are influenced by our messages. But they