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El ROI del Marketing en redes sociales - JUL10 (Forrester)

El ROI del Marketing en redes sociales - JUL10 (Forrester)

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Published by Sociatria.com
Forrester analiza el retorno de la inversión en el marketing en redes sociales (en inglés).
Forrester analiza el retorno de la inversión en el marketing en redes sociales (en inglés).

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Published by: Sociatria.com on Jul 31, 2010
Copyright:Attribution Non-commercial


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Making Leaders Successul Every Day
J 16, 2010
The ROI O Soia Meia Marketig
 Agie Ra
or Iteratie Marketig Proessioas

© 2010, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Inormation is based on best available resources. Opinions refect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks o Forrester Research, Inc. All other trademarks are the property o their respective companies. To purchase reprints o this document, please email clientsupport@orrester.com. For additional inormation, go to www.orrester.com.

For Iteratie Marketig Proessioas

Te demand has never been greater or marketers to validate and measure the benets delivered by
their increasing investment in social media. Marketers oen rame this question as, “What is the ROI
(return on investment) o social media?” but nancial metrics are just one way o evaluating social
media marketing programs. Social media marketing delivers a wide range o benets to organizations
that are benecial in the short term and long term in ways both quantitative and qualitative. o properly
value the impact o their social media marketing investments, interactive marketers must align their
objectives, metrics, targets, and strategies across our perspectives — the nancial perspective, the
digital perspective, the brand perspective, and the risk management perspective.

Socia Media Deivers Rests Tat Are More
Sbstatia Ta Mere ROI
A Baaced Socia Media Mareti Scorecard
Deivers Te Etire Pictre
Te Fiacia Perspective Measres Socia
Media’s Impact O Saes
Sre cosmers To Measre The bra
Te Ris Maaemet Perspective Is ROI Yo
Caot Measre Bt Ca Estimate
Te Diita Perspective Compemets Oter
Robst Ad Varied Metrics Vaidate Socia
Media Ivestmets
Socia Media Is Matri; Metrics Mst
Matre Ao Wit It
Sppemeta Materia

Forrester iteriewe see eor a ser
ompaies, iig bazaaroie, best b,
im2, lithim Tehoogies, Razorsh, Toota,
a Zappos.om.

Reated Researc Docmets

“Three Steps To Measrig Soia Meia
Otoer 29, 2009

“uS Iteratie Marketig Foreast, 2009 To 2014”
J 6, 2009
J 16, 2010
The ROI O Soia Meia Marketig
A baae Marketig Sorear Thorogh vaiates Soia Meia vae
by Aie Ray
with nate Eiott, Emi Rie, a Jeier Wise
© 2010, Forrester Researh, I. Reprotio Prohiite
J 16, 2010
The ROI O Soia Meia Marketig
For Iteratie Marketig Proessioas

Marketing investment in social media is increasing, yet marketers continue to struggle with the
methodologies or validating these investments. In the absence o standardized best practices, some
turn to ROI as a means o proving social contributions, but many benets delivered by social media
are not easily measured in dollars and cents.1 Marketers can and should measure nancial return but
cannot overlook other vital measures o social media success and contribution.

Brands that sell directly to online consumers can easily match social media tactics to nancial
outcomes, but what about brands that do not sell directly? Some marketers try to use proxies to
assign nancial value to nonnancial metrics such as likes, ollowers, retweets, blog comments, and
positive reviews. For example, a brand might calculate the advertising or PR value o impressions
made in a newspaper ad or article and then apply this same value to impressions on witter. But this
type o proxy carries risks that include:

· Failing to measure true business value. Assigning a value to a an on Facebook is problematic

because ans have little innate value; it is what brands do with their ollowers — not merely
that they have them — that creates value. A mass o ollowers that “like” the brand but never
return to the an page is ar less valuable than a handul o ollowers who requently share brand
updates with riends.

· Getting in the way o achieving objectives. For example, a brand that sets out to increase

unaided awareness may implement a strategy to grow witter ollowers via a social media
sweepstakes. But i the brand only counts ollowers, hashtags, and retweets while ailing to
measure i consumers recall the brand when asked in the appropriate context, it cannot know i
the program achieved its original marketing objective.

· Arriving at an incorrect value or social eorts. While it is tempting to take the costs and

values rom other channels and apply them to social interactions, this can result in inaccurate
value outcomes. For example, a marketer wishing to ascertain the value o trac rom a social
site may apply the Cost Per Click rom a Google AdWords campaign to each visit received rom
witter, but unless both channels produce equivalent conversions and deliver consumers o
equal value, this value calculation will be inaccurate.

· Failing to attribute results to those channels and investments that deliver the results.S o cial

media marketing is not limited to social networks or even online channels. PepsiCo supported
its social media program, Pepsi Reresh Project, with a television campaign to drive awareness
o the program and trac to the Pepsi microsite. With oine, online, and social strategies
increasingly integrated, attributing value to the “last touch” on social networks can result in
undervaluing other marketing vehicles.

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