Comments on: Measuring ROI on social media investments

By: Come misurare il ROI degli investimenti nei social media « MediaMeter

Come misurare il ROI degli investimenti nei social media « MediaMeter — Thu, 29 Nov 2007 16:25:57 +0000

[...] aziende si stanno impegnando per misurare adeguatamente il ROI degli investimenti nei social media. Qui Francois Gossieaux, presidente di Corante (azienda che fornisce il newsmastering professionale per [...]

By: Toby

Toby — Sat, 17 Nov 2007 10:23:41 +0000

Francois - your community might enjoy the podcast I did with Peter Kim and Marianne Richmond titled - Blog Analytics: A Step Towards Credibility?? http://tinyurl.com/2mqcl6

Looking forward to the results of your research with Deloitte.

By: Francois Gossieaux

Francois Gossieaux — Fri, 16 Nov 2007 15:07:27 +0000

Thank you for the comments - Yvonne, I will leave a comment on your blog as well…the post had a lot of interesting points.

The main issue with ROI in marketing is that people do not know how to measure what they do now and so they are having trouble measuring new things as well.

Rob Bois from AMR research makes that point in the Facebook Marketing 2.0 group where I started a similar discussions by saying that “Our surveys are showing that CP companies are investing very little in marketing 2.0 and blame a lack of ROI as the primary reason. However, they can’t even effectively measure the ROI of their traditional campaigns, so this is really a red herring. With the average tenure of a VP of marketing hovering around 2 years, it seems nobody is willing to rock the boat.”

By: Yvonne DiVita

Yvonne DiVita — Fri, 16 Nov 2007 12:05:23 +0000

Francois, my partner, Tom, wrote about blogging ROI a few months ago… I’d be interested in your reaction to his viewpoint on the topic. It’s over at our blogging blog, http://www.businessbloggingbootcamp.com/2007/02/extending_forre.html

Yvonne

By: Tom O'Brien

Tom O'Brien — Fri, 16 Nov 2007 11:55:26 +0000

OK, here is my post on social media measurement:

Social Media Measurement

Tom O’Brien

By: Tom O'Brien

Tom O'Brien — Fri, 16 Nov 2007 11:22:38 +0000

Hi Francois:

Great subject. As a social media branding & communication consultancy, we are very interested in measurement of results.

We have developed an index called Online Promoter Score which we can track with our tools. In conjunction with MINI and Northwestern University, we have been tying chances in Online Promoter Score to changes in sales. Very promising work.

See more here:

http://www.motivequest.com/main.taf?p=1,2,1,1

Tom O’Brien