Olivier Blanchard Basics Of Social Media Roi
Key Takeaways
- Social Media is not free – it takes resources such as time, people and technology
- There are lots of non-financial items such as retweets, impressions and facebook fans that many marketers equate to ROI, but that’s not necessarily true. ROI is dependent on an actual financial impact.
- Things like sales revenue, number of transactions and new customers are what makes an impact on the bottom line. Make sure your transaction data measures your frequency, reach and yield (see slide 47).
- Overlay your data to see what patterns develop. Can you correlate your social media efforts to increase dollars per transaction, customer frequency, etc? What trends and precursors develop?
- Find what works, then work to make it better
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