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Posts Tagged ‘social media roi’

Best job in the world - an analysis Sunday, June 28th, 2009

Earlier this year I wrote about Queensland Tourism’s “Best Job in the World” social media campaign, where applications were sought for a six-month gig as ‘caretaker’ on Hamilton Island. The reponse was phenomenal, with more than 35,000 video applications and 8 million hits on the website - all in all, $150 million worth of exposure on a spend of $1.2 million. Nice job if you can get it!

A case study put together on the campaign, which won a record three Grand Prix awards at the recent Cannes Lions, has been posted on YouTube. The winner, a carrot-topped Pom, starts his job on Wednesday.


Driving word of mouth Wednesday, May 20th, 2009

Today’s edition of the Corporate Communicator, from US PR firm Bon Mot Communications, contains the following piece, which provides a useful summary of a recent study on corporate use of social media: “As the traditional news hole continues to shrink, communicators are turning to new media sources to help get the word out about their organizations’ services, products and causes. However, many business leaders are still skeptical when it comes to the value of coverage on blogs and other social media sites.

“If this challenge sounds familiar, be sure to check out a recent study from the Aberdeen Group, ‘The ROI on Social Media Marketing: Why it Pays to Drive Word of Mouth.’

“According to the study, companies are learning to leverage social media to drive marketing ROI by listening to and learning from current and prospective customers. Aberdeen found that 63% of companies surveyed plan to increase social media marketing budgets in 2009 - some by as much as 25%.

“However, Aberdeen also found that measurement continues to be a sticking point: 59% said it was either difficult or somewhat difficult to measure social media.

“How does your organization stack up? According to the study:

· 39% of surveyed companies have established a method for engaging consumers in online conversation
· 26% instill an organizational focus on social media
· 24% establish a method for defining social media benchmarks and goals
· 21% create a team or committee dedicated to social media ROI
· 18% link results of social media activities to increased revenues and other financial outcomes
· 18% establish a method for driving brand advocacy and customer referrals

“You can purchase a full copy of the report here: http://www.aberdeen.com/summary/report/benchmark/5639-RA-social-media-marketing.asp “