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How to Improve the Return on Your Social Marketing

Investment

This book more than adequately covers this increasingly

important topic, as social media begins to take its rightful place

on the center stage of not just marketing but a number of business

disciplines. ROI of Social Media is an excellent analysis of the

current landscape. I cannot recall any book that singularly tackles

ROI at this level, most media books simply give a passing reference

or chapter on ROI, this is the first comprehensive study. – Larry

Weber, Founder and chairman of W2 Group, Formerly of Weber

Shandwick

We know that for 2011 and the foreseeable future, ROI is one of

the top priorities for the social media strategist at many

companies, ROI of Social Media is the right book at the right time

as social media strategist are needing to work the various

department within the enterprise and show that the investments in

social tactics and tools are a good investment. The 15 case studies

contained in this book will help the social media strategist

understand how global brands are successfully using social

marketing to connect to their audience. – Jeremiah Owyang, Partner,

Altimeter Group

The ROI of Social Media is a must-read for any business looking

to get the most out of their investments in social marketing. It

sets the stage for marketers to interact with influencers,

individuals and consumers and explains the relationships between

them. This book breaks down into simple terms both “dollars” and

“sense” for social marketers to live by. Fundamentals, strategies

and tactics …this book has it all. The ROI of Social Media will be

the dog-eared book that sits on the corner of your desk used to

prove many a point. – John Lovett, Senior Partner & Principal

Consultant, Web Analytics Demystified

Analytics are the core to a consistently successful marketing

program. This book offers the metrics to manage social marketing

programs, to measure their success, to diagnose underperforming

elements, and to deliver extraordinary results. Kudos to this team

of marketers in putting this essential book together. – Professor

JC Larreche, InSEAD, Author of The Momentum Effect

Foreword.

Preface.

Acknowledgments.

Introduction.

SECTION 1—Getting Started with Social Media ROI.

Chapter 1—Getting Started with Social Media ROI.

Chapter 2—Social Media Motivations and Behaviors.

SECTION 2—The Media Engagement Framework.

Chapter 3—Introduction to the Media Engagement Framework.

Chapter 4—Influencer Persona in the Media Engagement

Framework.

Chapter 5—Consumer Persona in the Media Engagement

Framework.

Chapter 6—Individual Persona in the Media Engagement

Framework.

Chapter 7—The Competitive Set—Vying for Attention.

Chapter 8—The Brand Image.

Chapter 9— Search–Being Found in Social Media.

SECTION 3—Practical Applications of Social Media ROI.

Chapter 10—Putting Values to the "R" and "I" of ROI in Social

Media.

Chapter 11—Eight-Step Process to Measuring Social Marketing

Strategy and ROI.

Chapter 12—Social Media Metrics Tools Providers.

SECTION 4—Where Does Social Media Go from Here?

Chapter 13—The Future of Social Media and ROI.

Afterword.

Appendix.

Bibliography.

Index.

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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书籍介绍

How to Improve the Return on Your Social Marketing Investment This book more than adequately covers this increasingly important topic, as social media begins to take its rightful place on the center stage of not just marketing but a number of business disciplines. ROI of Social Media is an excellent analysis of the current landscape. I cannot recall any book that singularly tackles ROI at this level, most media books simply give a passing reference or chapter on ROI, this is the first comprehensive study. – Larry Weber, Founder and chairman of W2 Group, Formerly of Weber Shandwick We know that for 2011 and the foreseeable future, ROI is one of the top priorities for the social media strategist at many companies, ROI of Social Media is the right book at the right time as social media strategist are needing to work the various department within the enterprise and show that the investments in social tactics and tools are a good investment. The 15 case studies contained in this book will help the social media strategist understand how global brands are successfully using social marketing to connect to their audience. – Jeremiah Owyang, Partner, Altimeter Group The ROI of Social Media is a must-read for any business looking to get the most out of their investments in social marketing. It sets the stage for marketers to interact with influencers, individuals and consumers and explains the relationships between them. This book breaks down into simple terms both “dollars” and “sense” for social marketers to live by. Fundamentals, strategies and tactics …this book has it all. The ROI of Social Media will be the dog-eared book that sits on the corner of your desk used to prove many a point. – John Lovett, Senior Partner & Principal Consultant, Web Analytics Demystified Analytics are the core to a consistently successful marketing program. This book offers the metrics to manage social marketing programs, to measure their success, to diagnose underperforming elements, and to deliver extraordinary results. Kudos to this team of marketers in putting this essential book together. – Professor JC Larreche, InSEAD, Author of The Momentum Effect