Social Media Monitoring

• About this group
• Forums

• Home
• Groups
• Social Media Monitoring
• Forums
• FREE Resources - Checklists, Presentations, Newsletters, SM Policies
• Sephora exec discusses the ROI of social media

• 
  Pam Dyer

  The company name is only visible to registered members.

  Sephora exec discusses the ROI of social media

  In a wide-ranging Q-and-A, Sephora SVP Julie Bornstein discusses how the company measures the effectiveness of social media, why it implemented ratings and reviews through a mobile site, and which retailers provide her with social-media inspiration. The company is "obsessed" with its 437,000 Facebook fans, she says, and cultivates its community by asking questions and making changes as a result of feedback.
  
  Read the interview at http://blog.nrf.com/2010/02/26/sephora-exec-discusses-the-ro...
  
  • 09 Mar 2010, 12:39 am
  Pam Dyer wrote: > In a wide-ranging Q-and-A, Sephora SVP Julie Bornstein discusses how > the company measures the effectiveness of social media, why it > implemented ratings and reviews through a mobile site, and which > retailers provide her with social-media inspiration. The company is > "obsessed" with its 437,000 Facebook fans, she says, and cultivates > its community by asking questions and making changes as a result of > feedback. > > Read the interview at > http://blog.nrf.com/2010/02/26/sephora-exec-discusses-the-roi-of-socia > l-media/
• 
  Prof. Dr. Urs E. Gattiker    Premium Member   Group moderator

  The company name is only visible to registered members.

  Will the ROI fad ever pass?

  Pam
  
  thanks so much for posting this. We now have quite a resource regarding ROI and benchmarking of social media.
  
  The 5-8 posts addressing ROI issues pertaining to social media activities are listed below:
  
  Pam Dyer posted:
  ===> http://www.xing.com/net/smmetrics/free-resources-checklists-...
  
  ===> http://www.xing.com/net/smmetrics/free-resources-checklists-...
  
  ===> http://www.xing.com/net/smmetrics/free-resources-checklists-...
  
  Deni Kasrel posted:
  ===> http://www.xing.com/net/smmetrics/questions-and-answers-disc...
  
  Urs E. Gattiker posted:
  ===> http://www.xing.com/net/smmetrics/questions-and-answers-disc...
  
  I probably have forgotten a few more posts we have regarding this ROI topic in our group.
  
  My biased few remains that talking about ROI in the context of social media is incorrect. Primary reason being that since we do not focus on financial outcomes. Hence, ROI seems inappropriate to figure out the benefits attained thanks to social media.
  
  Instead, social media focuses on such operators or mediating factors as greater customer engagement, improving customer service and hopefully increasing the level of customer retention to mention a few examples.
  
  Hence, whilst we can use a cost-benefit analysis model, ROI is simply inappropriate. Because I don't want to be laughed at by the CPA or the budget committee members at my customers' office, I focus on cost-benefit factors when it comes to benchmarking social media efforts as outlined here:
  
  ===> http://commetrics.com/articles/metrics-3/
  
  Naturally, the use of ROI by the social media folks will continue for a while until we all finally agree that unless we want the money bags to understand what we are talking about and, most importantly, taking us seriously we will then replace it by the cost-benefit framework.
  
  Pam, thanks for sharing this important material.
  
  • 16 Mar 2010, 6:17 pm
  Prof. Dr. Urs E. Gattiker wrote: > Pam > > thanks so much for posting this. We now have quite a resource > regarding ROI and benchmarking of social media. > > The 5-8 posts addressing ROI issues pertaining to social media > activities are listed below: > > Pam Dyer posted: > ===> > http://www.xing.com/net/smmetrics/free-resources-checklists-presentati > ons-white-papers-sm-policies-436217/sexy-numbers-measuring-roi-in-soci > al-media-campaigns-28445124/ > > ===> > http://www.xing.com/net/smmetrics/free-resources-checklists-presentati > ons-white-papers-sm-policies-436217/social-media-roi-and-the-pepsi-ref > resh-project-28281966/ > > ===> > http://www.xing.com/net/smmetrics/free-resources-checklists-presentati > ons-white-papers-sm-policies-436217/the-maturation-of-social-media-roi > -27967172/ > > Deni Kasrel posted: > ===> > http://www.xing.com/net/smmetrics/questions-and-answers-discussions-43 > 5097/calculating-social-media-roi-do-you-know-what-your-baseline-measu > res-are-25885640/ > > Urs E. Gattiker posted: > ===> > http://www.xing.com/net/smmetrics/questions-and-answers-discussions-43 > 5097/why-does-measuring-roi-fail-miserably-with-sm-26057164/ > > I probably have forgotten a few more posts we have regarding this ROI > topic in our group. > > My biased few remains that talking about ROI in the context of social > media is incorrect. Primary reason being that since we do not focus > on financial outcomes. Hence, ROI seems inappropriate to figure out > the benefits attained thanks to social media. > > Instead, social media focuses on such operators or mediating factors > as greater customer engagement, improving customer service and > hopefully increasing the level of customer retention to mention a few > examples. > > Hence, whilst we can use a cost-benefit analysis model, ROI is simply > inappropriate. Because I don't want to be laughed at by the CPA or > the budget committee members at my customers' office, I focus on > cost-benefit factors when it comes to benchmarking social media > efforts as outlined here: > > ===> http://commetrics.com/articles/metrics-3/ > > Naturally, the use of ROI by the social media folks will continue for > a while until we all finally agree that unless we want the money bags > to understand what we are talking about and, most importantly, taking > us seriously we will then replace it by the cost-benefit framework. > > Pam, thanks for sharing this important material.