The first book to explain how you can measure social media ROI
across multiple departments, for internal/external social media
based activities, as well as for new business models
(product/services). This book provides help in establishing a
thorough social media plan, examining your goals, audience and
channel strategy, before examining tools and techniques to measure
social media metrics and key performance indicators. This book
debunks the myth that ROI, web metrics and social media measuring
is a ‘black art’, and makes it easy to understand and
use, enabling the reader to create bespoke ROI metrics and improve
the return on activity. Practical, straightforward and informed by
the key principles which the author has explored in his Social
Media MBA, this transformative look at ROI will inspire a move away
from ‘Likes’, ‘Followers’ and
‘mentions’ and towards pounds, euros and dollars.
قائمة المحتويات
Acknowledgements ix
Preface xi
Hall of Fame xv
Introduction 1
1 Strategy 5
2 Measure ROI by Platform 31
Facebook 32
Twitter 39
You Tube 43
Linked In 47
Google+ 52
Pinterest 55
Blogs 58
3 Tools 63
Choosing a Supplier 63
Popular Measuring Platforms 68
4 Case Studies 89
O2 – Customer Service 90
Sabre Hospitality Solutions – Business Development 97
Makino – Sales 101
giffgaff – Customer Retention 109
BRAVEday Insurance – Communication 117
Beats by Dr. Dre – Viral Campaign 123
5 Safeguarding ROI 129
Index 135
عن المؤلف
Christer Holloman has been writing technology trend features
for Sky News online the last three years and was previously the
Head of Digital Product Development at The Times and The
Sunday Times in London.
Holloman is a popular keynote speaker with audiences ranging from
business students to C-level executives and is frequently hired for
conferences and corporate events around the world by clients such
as The Chartered Institute of Marketing, Dell and Nokia.
What makes him a unique journalist and speaker is that he regularly
consults for major companies and tech start-ups on digital business
development projects. That means he won’t be passing around
2nd hand information or theories but instead current best practices
and transferrable hands on advice that will inspire readers and
delegates.
Europe’s largest regional newspaper The Evening Standard
named Holloman one of London’s most influential individuals working
within New Media.
Christer Holloman is currently completing his MBA at Said Business
School, Oxford University, as a Wallenberg Scholar. He is a member
of the National Union of Journalists and holds a BSc in Business
from the University of Umea, Sweden.
For more information please visit http://www.holloman.info/
or to discuss possible speaking engagements email him directly
[email protected] or Google speaking agencies that represents
him.
المزيد من الكتب الإلكترونية من نفس المؤلف (المؤلفين) / محرر
11٬727 كتب إلكترونية في هذه الفئة
