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Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech) Paperback – March 4, 2011

ISBN-13: 978-0789747419 ISBN-10: 0789747413 Edition: 1st

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Product Details

  • Series: Que Biz-Tech
  • Paperback: 350 pages
  • Publisher: Que Publishing; 1 edition (March 4, 2011)
  • Language: English
  • ISBN-10: 0789747413
  • ISBN-13: 978-0789747419
  • Product Dimensions: 6 x 0.7 x 9 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (59 customer reviews)
  • Amazon Best Sellers Rank: #70,296 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Olivier Blanchard is a brand strategist with 15 years of B-to-B and B-to-C marketing management experience ranging from manufacturing and distribution to new media and consumer goods. He manages BrandBuilder Marketing, a brand consulting and marketing management firm that helps companies combine traditional and new/social media, and the Red Chair Group, which delivers executive social media training worldwide.When he isn’t writing, speaking, or consulting, he can be found on his blog at www.thebrandbuilder.wordpress.com or on Twitter at www.twitter.com/thebrandbuilder. An avid triathlete, photographer, and travel junkie, Olivier lives in South Carolina with his wife, two children, and their roving pack of wild Chihuahuas.


More About the Author

Olivier Blanchard was born in Paris, France in 1971 and spent most of his childhood bouncing between Europe, Africa and the United States. After serving as an officer in the French Fusiliers Marins, Olivier moved to the United States and spent the next 16 years managing marketing and business programs before moving into brand management consulting. Today, Olivier helps executives and organizations around the world understand how to build, operationalize,and measure social media programs. His first book "Social Media ROI: Managing and Measuring Social Media Efforts in your Organization" is a step by step how-to guide for anyone needing guidance plugging social media into their company or department.

Olivier is also a novelist. His fiction debut, "The Peacemakers", (Volume One in "The Nemesis Engines" series) combines Jules Verne and H.G. Wells style science fiction, classic adventure and historical intrigue (the series is set during WWI). The sequels are scheduled for release in March of 2015 and 2016.

An avid triathlete, cyclist, photographer and travel junkie, Olivier lives in South Carolina with his wife, two children, and their roving pack of wild chihuahuas. When he isn't writing, speaking or consulting, he can be found on his blog at www.olivierblanchard.net or on Twitter at www.twitter.com/thebrandbuilder

Customer Reviews

For anyone serious about getting into the utilization of Social Media for business this is THE book to read.
Manfred Gollent
This book is about so much more than social media ROI, it's also about how to create and implement social media programs inside of your business.
Joshua S. Peters
I highly recommend reading this book many times not just once,it is packed with so much, one reading would merely set you up to fail.
Owen Greaves

Most Helpful Customer Reviews

84 of 87 people found the following review helpful By Jason L. Mcdonald on June 17, 2011
Format: Paperback Verified Purchase
ROI - Doesn't Mean Return on Ignorance - it means Social Media Marketing Return on Investment (ROI)

As someone who teach Social Media Marketing in San Francisco and online (Google 'Jason McDonald' or click on my Amazon profile to connect), I eagerly awaited the UPS man with her delivery of a book claiming to help us measure the Return on Investment of Social Media Marketing. I wondered, would the measurement by an increase in Twitter followers, Facebook likes, LinkedIn connections, YouTube views, or perhaps the Holy Grail of marketing - actual conversions to a sales action, like purchasing our product? Many are engaged in Social Media Marketing, I thought, but few are engaged in the actual measurement of their Social Media Marketing ROI.

Blanchard makes some great points throughout the book, beginning with the title. Even if measurement of ROI is difficult, that's no excuse not to set up basic measurements for a Social Media Marketing campaign. Before / after is an obvious split - do we have more Twitter followers today, or more tomorrow after we honestly and eagerly create a Twitter marketing plan? URL click thru's is another - if we Tweet a URL, blog it, post it to our Facebook page - do people actually click thru. Bit.ly is a great free service for quick URL tracking. And, finally, if our ultimate goal is to sell something or drive registrations for a free consultation, webinar, or download - is our Social Media Marketing driving those conversions? Blanchard touches on all these topics, but doesn't provide a great framework for setting up measurement.

Ultimately, the book - despite its title - isn't really about ROI. It's more about weaving Social Media Marketing into your organization. That's really pre-ROI, if you think about it.
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14 of 14 people found the following review helpful By L. Severson on March 14, 2011
Format: Paperback Verified Purchase
I am kind of a book snob. When it comes it reading "business" books I expect a lot of dramatic stories which are loosely related to the topic and a few insightful nuggets of information. Let's be honest, most books for the business audience could barely fill out a good blog post.

"Social Media ROI" scores high on providing good actionable content and information for anyone who is trying to build a social media program. It is a one stop shop. You get information on how to evaluate your organization's current social media abilities. You learn how to sell this program to others in your company. You'll even learn about the metrics you should follow and how to create a good reporting system.

The reason I am withholding a star is that I wanted to hear a deeper discussion around the concrete ROI that Social Media can provide for business. I mean any business. If you are in retail, manufacturing, CPG, or sister verticals the discussion around ROI will be helpful. If you are not in these verticals it will be less applicable. And if you are in B2B like I am it probably wont scratch your itch.

That being said, I enjoyed reading this book. There are obviously years of experience behind the information that is shared. And let's be honest you can't cover everything in one book. I would love to see follow up materials perhaps in blog format that attempt to tackle the question around Social Media ROI in a B2B context.
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15 of 16 people found the following review helpful By T. Pennington on March 3, 2011
Format: Paperback Verified Purchase
For the past few years, corporate executives skillfully shot down social media evangelists with the question of death: "Oh yeah, so, what's the ROI of social media, huh?" The bewildered evangelists and gurus stammered something like, "it's all about the relationship," or some other more new-age sounding mantra.

Now corporate executives and social media gurus alike can breathe a sigh of relief. Olivier Blanchard answers not only the specific ROI question, he also gives a solid framework for assessing the real question: "What's the VALUE of social media?" Though the questions SOUND like the same thing, they're vastly different. One is about money. The other is about purpose. Armed with Social Media ROI you'll know the difference and you'll be able to answer both questions with intelligence.

Olivier's book is essential reading for anyone who seeks to use social media to accomplish business objectives.

To get the most value from the book, buy it, read it, mark it up and then tap into the power of social media for yourself and see the value of all this new stuff by connecting with Olivier on Twitter and by commenting on his blog. When you do, you'll be taking your own professional development up a notch and you'll feel like you've earned your MBA in marketing. It's a good feeling.
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8 of 8 people found the following review helpful By Owen Greaves on March 13, 2011
Format: Paperback Verified Purchase
I have never met Olivier, but I have had an online relationship with him for over 3 years and I can tell you he knows what he is talking about. He is firm in his stand, and he always takes the time to explain why he takes the stand he does, he is a man on a mission.

Now, for some reason the world has missed a simple observation, Social Media (conversations)is not new, its just gone digital. What has been overlooked, is how to accurately translate these conversations into revenue, how these conversations become conversions, how they actually bring about a result worth measuring. No Olivier is not the only one to see that conversations can have a Return On Investment (ROI), he is however, the only one to date that can articulate it with clarity and passion. And now with this book, he is working with you side-by-side.

What caught my eye upon cracking the cover, is how Olivier walks you from beginning to end, from what a Social Media Program IS, what you need to think about, to what it should look like,and what you should get from such a program. It's the first Social Media University TextBook in my humble opinion.

Right from the beginning you'll read how to create a social company, all the way to Analysis and reporting of your social media program.

This book is easy to read and yet it is serious heavy lifting at times, but if you take the time and follow Olivier's thinking, the confusion simply goes away. If you do the work, you will have a solid foundation of how to not only leverage Social Media networks, you'll know how to participate in them, how to plug Social Media into your business, how to listen, how to monitor. and as he says, " Listening Before Talking". You learn more from this book than sitting at your computer trying to figure it out.
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