Was ist die Gemeinsamkeit von Daniel Küblböck und dem Social Media ROI? Antwort: Entweder man mag ihn oder man hasst ihn! :-) With Mr. Küblböck I too am inclined to me quickly assign a page. The ROI to me this is much more difficult. If we follow the discussions about the return on investment of social media activities, so we quickly realized that two camps have formed, which may not appear to converge. The following is a brief description of both camps, perhaps the golden mean and a raffle for more golden mean.
On one side are the "realos," the advocates of the hard, quantitative factors and indicators. For the realos the economic aspect of social media is clearly in the foreground. The economy thus they try to get on the track, dass sie möglichst viele Dinge in Zahlen verwandeln und messbar zu machen versuchen. Im einfachsten Fall sind das die Pageimpressions einer Webseite – im kompliziertesten Fall reicht die Auswertung auch schon mal über mehrere Excelsheets hinweg. Hier ein Beispiel von Forrester zur Analyse von Blogs: http://forrester.typepad.com/groundswell/2007/01/new_roi_of_blog.html .
Und hier ein sehr umfangreiches von Justin Perkins: http://www.frogloop.com/care2blog/2007/7/17/is-it-worth-it-an-roi-calculator-for-social-network-campaign.html .
In der gegenüberliegenden Ecke stehen die Verfechter qualitativer Aspekte im Ring. Bekannte Vertreter dieser Gruppe, wie Katie Paine ( http://kdpaine.blogs.com/ ), gehen davon aus, dass Social Media von Interaktion lebt und der Wert menschlicher Interaktion für ein Unternehmen schlicht und ergreifend nicht messbar ist. Ich nenne diese Gruppe daher die "Emotios". Frank Eliason, Senior Director in National Customer Operations von Comcast, sieht den ROI darin, dass wir zuhören was Kunden sagen, wir in Dialog mit den Kunden treten und so erfahren, wie wir unsere Produkte und Dienstleistungen besser auf den Bedarf der Kunden ausrichten können ( http://www.youtube.com/watch?v=6Da2eIw7Cis ).
Hier noch ein sehr peppiges Beispiel der "Emotios" von Erik Qualmann: http://www.youtube.com/watch?gl=DE&v=ypmfs3z8esI .
The range stretches from very straightforward to extremely complex, from a pragmatic and scientific. What helps me as an entrepreneur now more real if I want to know what I have of social media activities? As already mentioned, it is difficult for me to decide between "realos" and "Emotios. The truth probably lies - as so often - somewhere in between.
First, I would like to believe that social media brings with it a new way of thinking. Such that we listen to our customers, and thus learn what they really want. Almost as a small spare my marketing and development departments. One-to-one marketing is suddenly possible. It is possible because the technology base through social networks is only now given, and because it is "normal" is that people create the web content and interact - and with companies. However, I am skeptical, because a commitment to social media also causes costs. Costs, some forgotten "Emotios" like: staff costs! And that something must face. For what good is the best customer dialogue, if the company is not economically.
This is a good transition to the other group, the "realos. For many years I am a merchant and consultant use. And a merchant, we persuade best by numbers. Success also convinced, but also requires a quantitative basis, to be measured can. Many attempts to convert qualitative aspects of quantitative factors, know the qualitative aspects of an evaluation by humans based on subjective experiences. These vary from person to person, so that the assessment is, depending on who she does, turn out completely different. In adult education, we know that it is not possible to know of two people on a 1:1 exchange. This means that any measure ratings can only be approximate.
My attempt to take the golden mean seems like that first clear objectives and pragmatic numbers that serve as the base value, with a commitment to social media can be defined. On this basis, we develop a social media strategy, which of course includes the customer interaction and a basic component evaluates, but also clear - from the goal-dependent - numbers. In the course of social media exposures are recorded on the timeline actions and reactions and examined the impact they have on the basis of numbers. Basically I see the goal for a company to be active in social media is to cut costs and generate profits. Working on this through dialogue, through the opportunity products and services, the company in the social networks Charisma give and build trust.
Certainly there are many more aspects in the consideration of the ROI in social media. I would like to hear from those more and less so at this point in a competition. Of all the commentators on this post, which contribute to the ROI aspects of substance, I will give away a 3 month premium membership Xing.com worth EUR 17.85 - or who is already a premium member, receives a voucher in the same height at Amazon.de.
Have fun aspects of search and good luck!
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