Just discovered this great tool while attending a Web meeting organized by Care2, the leading green online community. The ROI Calculator for Social Network Campaigns lists all steps you can imagine that marketers need to take when setting up an area in a social network. It adds in the dollar and time costs. Most importantly, it looks at conversion rates.
Gathering up ‘x’ number of people online is not enough. The important question we need to answer is how many people among those recruited actually donated, signed up, purchased or took some sort of action.
Two small additions I’d like to make to the calculator:
Member lifetime value – We also need to think about the lifetime value of those who take action now and those who are likely to remain engaged and take action in the future. ( I believe this is what the authors call ‘investing in the future.’)
Online real estate value – When an organization builds a social media hub and continuously works to keep it up to date, it rises in search engine rankings and reaches increasingly wider populations over time. The social media site becomes an evergreen investment.
Idil has devised marketing and communication strategies for Fortune 500 companies and non-profit organizations for 20 years. She is the author of 'Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories and Draw Customers' (Wiley, 2010), as well as numerous industry briefs and articles on online communications.
Idil has been a public speaker on word-of-mouth marketing, women and ethnic minorities’ use of digital communications, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, CBS Market Watch, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, the Financial Times and the New York Times. In 2010, she was selected ‘Digital Communicator of the Year’ by PRNews.
Idil is currently VP of Media Analytics at Nielsen, working with public sector, technology and telecom clients, gauging their advertising and brand communication effectiveness. She also serves on the Ad Council’s Research Committee.
Previously, she was a VP of Client Development at NM Incite – a Nielsen / McKinsey company, identifying and amplifying business opportunities in social media for clients. Prior to her roles at Nielsen, Cakim was a Senior Vice President in the global PR agency Golin’s digital practice and a Director of Burson-Marsteller’s think tank—the Knowledge Development group.
A native of Istanbul, she holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College.
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