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Defining Social Media ROI New Comm 2010 Read-Only

Defining Social Media ROI New Comm 2010 Read-Only

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Published by: ananyamanush on Apr 02, 2011
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12/10/2012

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Defining Social Media ROI 
 
New Comm ForumApril 2010Katie Delahaye PaineCEOkdpaine@kdpaine.comwww.kdpaine.comhttp:/kdpaine.blogs.comFounding Fellow, Society for New Communications Research
 
Old School Communications 21
st
Century RoleSocial Media renders everything you know aboutmeasurement obsolete
The definition of timely has changedThe definition of reach has changed
GRPs & Impressions are irrelevant in social media
The definition of success has changed
The answer isn’t how many you’ve reached, but how those you’ve reachedhave responded
Page 2
 
Signs that it’s the end of measurement as we know it
1.
The Army did more recruitment via a video game than they did thru all their other advertisingefforts
2.
Procter & Gamble is now paying for engagement, not eyeballs
3.
Sodexo cut $300K out of its recruitment budget using Twitter
4.
HSUS generated $650,000 in new donations from an on-line photo contest on Flickr
5.
IBM sells more with a $500 podcast than it does from an ad6. 11 Mom’s turned around Wal-Mart's image and delivered measureable increases in sales.7. In a week, the Red Cross raised $35 million for Haiti relief via texting8. Facebook USERS translated the site from English to Spanish via a Wiki in less than 4 weeks andcost Facebook $09. 78% of consumers trust peer recommendations , only 14% trust advertisements10. Only 18% of traditional TV campaigns generate a positive ROI
11. More people use Facebook daily than Google12. More companies have a Twitter account than a public facing blog. Twitter sees 300Knew registrations per day.

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