Comments on: Social Media ROI and the Last Cookie Conversation

By: Measuring ROI in Social Media Campaigns « Avi Joseph

Measuring ROI in Social Media Campaigns « Avi Joseph — Sun, 07 Mar 2010 18:41:12 +0000

[...] Paul, community manager for PEAK6 Online and OptionsNewsNetwork, had a great post on this debate here. Cross-channel cannibalization is when the marketing costs/efforts of one marketing channel are not [...]

By: PR & SM ROI or Public Relations & Social Media Return on Investment « Jules Zunich::Z Group PR

Fri, 04 Dec 2009 16:50:16 +0000

[...] few weeks ago, Shannon Paul’s Very Official Blog post reminded me that I am not going to dodge questions on all this ROI stuff – even if I [...]

By: Play to play: Wie sich professionelle Social Media bezahlt macht

Play to play: Wie sich professionelle Social Media bezahlt macht — Fri, 27 Nov 2009 20:21:42 +0000

[...] Kommunikationsstrategin Shannon Paul beantwortet die Frage nach der Erfolgsquote so: “Social media has the potential to generate a valuable first impression, but it may not ever generate…” Darüber hinaus kann es sinnvoll sein, die Aspekte zu betrachten, welche in einer Studie des [...]

By: Scott Severson

Scott Severson — Thu, 19 Nov 2009 23:18:16 +0000

Hi Shannon-

I would guess that today the vast majority of online marketers measure ROI either on the last click, or they just give Google the credit.

While ROAS is a move in the right direction, I believe it’s only a matter of time before the measurement tools and user sophistication reach a point where we can truly measure how all of our media works together in concert to achieve a marketing goal.

Scott

By: Netmedia Blog : We Know IT – 4 videos infallibles para convencer a su jefe de invertir en medios electrónicos y redes sociales

Thu, 19 Nov 2009 17:54:59 +0000

[...] Techniques to Improve Customer Conversion (slideshare.net) Social Media ROI Video (viralblog.com) Social Media ROI and the Last Cookie Conversation (veryofficialblog.com) Social Media Measurement – Katie Paine on Establishing ROI [...]

By: 4 videos infallibles para convencer a su jefe de invertir en medios electrónicos y redes sociales | Viralogía

Tue, 17 Nov 2009 13:52:41 +0000

[...] Social Media ROI and the Last Cookie Conversation (veryofficialblog.com) [...]

By: Jeremy Epstein

Jeremy Epstein — Mon, 16 Nov 2009 18:20:18 +0000

Solid post, as usual.

The analytics are critical, but I think there’s also a cultural mindset here.

The glory goes to the guy who carries the ball into the end zone. The average fan gives him the credit.

The true fan, the “student of the game” says, “wow, there were a lot of critical steps that led to that score. There was some great blocking along the way. Some things we could have done better. Let’s look at the tape and figure out how we can make the offense even MORE effective.”

There’s a cultural element to this as well. Not easy to change or establish, but it is there.

By: Rob Birgfeld

Rob Birgfeld — Mon, 16 Nov 2009 16:10:12 +0000

Shannon,
Really great post. I think it’s clear to see this is an area that interests many of us– especially those of us looking to justify social media strategies. In my eyes, it will continue to be difficult to deliver ROI for social media activities if there is no true link between the sale and the interaction. As we know, an overwhelming amount of people who read blogs, twitter updates, reviews, etc. do not interact in the space. They are the lurkers. If they truly do represent 90% or more of our audience(s), then the timeline approach detailed by Olivier Blanchard may be our best tool right now. While we’ll still struggle to fight for clean, direct connections to a sale/action, the good news is we have far more data on our side than those still advertising in traditional (print, television, radio) media.

Once again– awesome take. I think this is a discussion that will continue for some time.

By: Shannon Paul

Shannon Paul — Sun, 15 Nov 2009 17:24:01 +0000

Angel,

Thank you so much for sharing even more of your insight here. I am forever impressed with your sensitivity to all of the complexity involved in any kind of integrated marketing approach. I love your hyper-babbling.

Thanks again for sharing what you know and letting me pick your brain!

By: Shannon Paul

Shannon Paul — Sun, 15 Nov 2009 17:22:09 +0000

Larry,

I’m of the opinion that social media can both promote brand awareness and help with brand validation. It all depends on the strategy and how you’re aligning your presence with those you’re trying to reach… it also depends on how much built-in awareness there already is with your particular brand. The benefit/challenge with social media is that there is a lot of flexibility here depending on what the goals are.

I think in this instance, it might be helpful to have an example or scenario to better answer the question since there are so many variables.

That’s a great question though. Thanks for posing it here. :)