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ROI of Social Media: How to Improve the Return on Your Social Marketing Investment Hardcover – March 22, 2011


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ROI of Social Media: How to Improve the Return on Your Social Marketing Investment + Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech)
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Product Details

  • Hardcover: 320 pages
  • Publisher: Wiley; 1 edition (March 22, 2011)
  • Language: English
  • ISBN-10: 0470827416
  • ISBN-13: 978-0470827413
  • Product Dimensions: 9.1 x 6.3 x 1.6 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #1,581,998 in Books (See Top 100 in Books)

Editorial Reviews

From the Inside Flap

How to Improve the Return on Your Social Marketing Investment

With this book, social marketers can now answer that nagging question from the CEO and CFO:

“How can we use this new social media channel most effectively to drive more revenue, profit, brand and share at highest RIO and least risk?”

The concepts in this book can be applied to any social marketing channel and any combination of traditional and social media. The authors build a Media Engagement Framework that applies directly to:

  • Influences
  • Consumers
  • Individuals

RIO of Social Media is truly global in nature presenting case studies from around the world including Dell (Europe), Comcast (North America), Guinness Anchor Berhad (Malaysia) and Microsoft Asia Pacific. With this range of cast studies, the reader will be able to apply these concepts to their business whether they are based in New York, Shanghai, London or Sydney.

The book presents with an 8-step process to strategize, develop, implement and measure an effective social marketing strategy. 

About the Author

Guy R. Powell is the President and founder of DemandROMI where over the last 20 years he has helped clients from across the globe build highly successful and measureable marketing strategies to drive increased revenue, profit, brand and share. As part of his consulting activities he has trained and/or presented his findings and methods to thousands of marketers across the globe. His consulting career began with ATKearney delivering strategic and tactical solutions to help companies fuel and maintain extraordinary growth for mid-tier and Global 1000 companies. He has experience with many Fortune companies in sectors including CPG, financial services and high technology. Powell’s educational background includes an MBA from the University of Chicago and a BSEE from Lehigh University.

Steven W. Groves is the CEO and lead consultant for Social Marketing Conversations. As author, podcaster, blogger and digital polymath, he has worked with some of the most remarkable brands in social marketing and social media. He has consulted with a wide range of global industries on marketing and business development needs—consumer product goods companies, authors and publishers, real estate professionals, non-profits, banks and software companies. A sought-after speaker, Steven opened the 2010 Phoenix SCORE Social Media Conference, the “Social & Traditional Marketing” track for the 2010 Online Marketing Summit and the Arizona Small Business Association (ASBA) Social Media Symposium in 2009. He has lectured for ASU in the Barrett’s Honors College for Entrepreneurial Education.

Jerry Dimos is a Partner with The LiTMUS Group heading up the Singapore office. With more than 15 years of management consulting experience centered on strategy, growth and performance improvement programs for Fortune 500 companies, he has delivered successful projects across Asia Pacific playing major roles in improving the performance of complex, global organizations, delivering strategic and operational improvements within the banking, insurance, energy and consumer products sectors. Jerry has an MBA from the Chicago Booth Graduate School of Business, a Masters from the School of Engineering, University of Sydney and Post Graduate Degree in Information Technology from the University of Technology, Sydney. Jerry is a Chartered Management Accountant, a Certified Management Consultant and has been a contributor to many industry standards.


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Customer Reviews

4.2 out of 5 stars
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See all 8 customer reviews
The book provides techniques such as the media engagement framework.
Dave Trzupek
The inclusion of case studies in this book take the discussion up a notch and allow the reader to really see what the authors are writing about in action.
Brad Friedman
Having a framework to address these shortcomings will set your strategy apart from others who stop short of counting followers and fans.
Aneta N. Hall

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Thomas Ball on June 28, 2011
Format: Hardcover Verified Purchase
ROI of Social Media is long on the qualitative aspects of SM and very short on the quantitative. For instance, to the best of my knowledge there is a single ROI formula in the book (p 201). The authors prescription for quantitatively assessing social media ROI is to treat it like "any other marketing tool." Honestly, I wasn't expecting a tome on marketing mix analysis but I was expecting more on the nuts and bolts of quantitatively evaluating ROI for social media. The book was a disappointment for me.
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2 of 2 people found the following review helpful By Dave Trzupek on May 3, 2011
Format: Kindle Edition Verified Purchase
I have been doing a lot of research on social media and how businesses can use it to sell more products and services. This book provides a reality check that is most helpful. Instead of dabbling with social media, this book provides the techniques to get serious about social media and where an organization is in its social media journey. There is so much out on the blogs and website articles about social media that it is overwhelming. I run into people constantly giving me their two cents about the trends and what is hot in social media and it is confusing. If you are at all confused or feel uncertain where to start with social media then I would start with this book.

The book provides techniques such as the media engagement framework. The MEF provides the context as to where to get your arms around using social media within your organization from the perspective of personas down to how to measure each persona (influencers, consumers, individuals) and the way to appropriately reach them with the best return instead of grabbing the coolest thing on the market.

The entire subject of ROI is often a half baked attempt to provide enough cause to do something. In other words, ROI is not real as it is based on possibilities or intangibles. Real ROI is based on hard dollars not soft dollars. I applaud the authors for taking the position of defining ROI specific to social media with how to approaches. As a marketer and not a finance person, I appreciate the business mechanics of generating the ROI rather than a lot of financial calculations that would leave me trying to figure out how to apply social media to the calculations. The book does a fantastic job of applying ROI as would be expected by the title and it lives up to that title.
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2 of 2 people found the following review helpful By Aneta N. Hall on May 2, 2011
Format: Hardcover
If you are looking for an easy read and quick recipe for ROI of social media this book is not for you. But if you are looking for a comprehensive review of what ROI of social media is and how to set up a social media measuring strategy for your company, definitely get this book. Measuring social media activities and analyzing them for business results is a relatively new field with measurement technology that is still catching up to our needs (I experience it every day in my role as social media strategist for a large B2B company). Having a framework to address these shortcomings will set your strategy apart from others who stop short of counting followers and fans. My favorite: 15 case studies (one of which is about my employer, Pitney Bowes :) that have been compiled to illustrate different measuring approaches.
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1 of 1 people found the following review helpful By Brad Friedman on May 26, 2012
Format: Hardcover
Business owners are increasingly trying to determine the ROI of social media, even though they rarely ask these questions about their other marketing efforts. This book helps to answer the questions raised by today's business owners while providing concrete actions that can be immediately implemented. ROI of Social Media: How to Improve the Return on Your Social Marketing Investment provides readers with a look at the current landscape, but it's the case studies that make the book worth the read.

Many people have many opinions on how to determine the ROI of social media. The inclusion of case studies in this book take the discussion up a notch and allow the reader to really see what the authors are writing about in action. Reading about various theories and tactics is one thing. Seeing the theories and tactics implemented are another.

I hope there is an updated version written down the road that includes additional, timely, case studies along with the valuable insight the authors bring to the reader. Be sure to have your hi-liter pen handy when you sit down to read this one!
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