Generate 10x ROI Through Your Social Media Program

16 December 2013
Posted by: Peter Friedman

You can’t measure ROI that’s produced by social media programs. That’s a giant myth. You can. To quote Stephen Quinn, CMO, Walmart, “I’m always baffled when I hear people say, ‘It’s really hard to prove the ROI.’ We have ROI that’s really strong. And, it’s transforming our organization.”
So how does a company achieve astonishing ROI on social media? It’s not new or revolutionary, but rather, just applying traditional ROI models. For example, when we worked on the Dove Campaign For Real Beauty, tracked products showed a 51% increase in sales. In The Motherhood, a community site, saw a ½ % increase in market share for Suave shampoo. And the new EQ Stable social media program with Zoetis has delivered a customer name acquisition ROI, with substantially lower cost per name, than their other marketing venues.