ROI of Social Media: How to Improve the Return on Your Social Marketing Investment -- Contents -- Foreword -- Preface -- Acknowledgments -- Introduction -- Section 1-Getting Started with Social Media ROI -- Chapter 1-Getting Started with Social Media ROI -- What is social media ROI? -- Social marketing is measurable: The marketing process model applied to social marketing -- The Media Engagement Framework introduced -- Make better strategic and tactical marketing decisions -- Value for social media infrastructure providers -- Case Study: Viral videos provide serious ROI: 50 Budget = two million hits on YouTube -- Blendtec -- A (short) history of social marketing ROI -- Discussion forums -- Ratings and reviews -- Proprietary branded communities -- Blogging -- Micro-blogging -- Social networks -- Paid word-of-mouth advertising networks -- Obstacles in determining social marketing ROI -- The definition of ROI -- Calculating costs -- Losing control of your brand -- Separating buzz into its component parts -- Traditional media versus social media -- Case Study: Social media and customer support -- Comcast -- Engagement is the key -- Measuring traditional media -- Case Study: Making social media a part of your company's DNA -- Bravo Networks -- Social marketing strategy -- Influencers -- Individuals -- Consumers -- Case Study: Metrics for social media resemble those for traditional media -- Edelman Digital -- Measuring social marketing -- Social media measurement tools -- A process to social marketing ROI -- The future of social media and ROI -- Let's get started. . . -- Chapter 2-Social Media Motivations and Behaviors -- Motivations for participating in social media -- Individuals-social media participant hierarchy -- Conversation hierarchy -- The three tiers of social media strategy -- Influencers -- Consumers -- Individuals -- Motivators.

Motivators for individuals -- Motivators for influencers -- Behaviors -- Case Study: Segmenting messages by social community -- Sessions College for Professional Design -- Social media segmentation model -- Behavioral targeting -- Social Web-Reputation Management Cycles -- Conclusion -- Section 2-The Media Engagement Framework -- Chapter 3-Introduction to the Media Engagement Framework -- Case Study: Stratification of engagement -- PitneyBowes -- Applying the Media Engagement Framework -- Media channel agnostic -- The personas of the media engagement framework -- Influencers -- Case Study: Co-creating a brand with the customer -- Delta Airlines -- Consumers -- Individuals -- Brand imagery -- Competitive set -- Influencer: Endorsement share -- Consumer: Brands -- Individual: Time -- Measurement set -- Influencer endorsement funnel -- Consumer purchase funnel -- Community engagement funnel -- Conclusion -- Chapter 4-Influencer Persona in the Media Engagement Framework -- The influencer and the Media Engagement Framework -- Case Study: The three pillars of marketing -- Microsoft, Southeast Asia -- Evaluating Influence -- Influencer segmentation -- Influence measurement tools -- Compensating influencers -- Influencer communities -- Influencer marketing agencies -- Influencer stratification -- Other influencer segmentation dimensions -- The influencer endorsement funnel -- Conclusion -- Chapter 5-Consumer Persona in the Media Engagement Framework -- Case Study: Amplifying the effect of offline with online social media -- Guinness Anchor Berhad -- The consumer and the MEF -- Consumers as a subset of individuals -- Consumer purchase funnel -- Social media and B2B marketing and selling -- The purchase committee -- Messages moving B2B consumers down the consumer purchase funnel -- Case Study: Marketing is the new finance -- Dell Computers, Inc., EMEA.

Conclusion -- Chapter 6-Individual Persona in the Media Engagement Framework -- The individual and the MEF -- Case Study: Driving value and users in the community engagement funnel-Twitter versus F150online -- Twitter -- F150online -- The community engagement funnel -- Conclusion -- Chapter 7-The Competitive Set-Vying for Attention -- Endorsement share as the competitive set for influencers -- Brand as the competitive set for consumers -- Case Study: Competing demands for time- how much zoo can you use? -- The world-famous San Diego Zoo and the San Diego Zoo's Wild Animal Park -- Time as the competitive set -- Conclusion -- Chapter 8-The Brand Image -- Brand image across the MEF -- Brand imagery -- Brand preferences -- Case Study: Audience segmentation around a topic -- Joan Koerber-Walker-CorePurpose -- Influencers and the brand -- Consumers and the brand -- Individuals and the brand -- Tracking attribute scores in social media -- Conclusion -- Chapter 9-Search-Being Found in Social Media -- Being visible in social media -- Social media and search -- Organic search -- Paid ads on the search pages -- Social marketing and the impact on SEM -- The "memory" of the web -- Web page archiving and storage -- Conclusion -- Section 3-Practical Applications of Social Media ROI -- Chapter 10-Putting Values to the "R" and "I" of ROI in Social Media -- Why ROI? -- Put marketing in the critical path to corporate success -- Marketing ROI for the short and long term -- Revenue, profit, brand and share -- Optimization: Approachable through continuous improvement -- Case Study: Social marketing ROI: A focal point for the financial services industry -- First Tennessee Bank -- Introduction to ROI -- The "I" side of the ROI equation -- The cost of a CEO blog -- Case Study: Stratifying response to determine effectiveness -- 1800Flowers.com -- Measuring the "R" of ROI.

Conclusion: The ROI of ROI -- Chapter 11-Eight-Step Process to Measuring Social Marketing Strategy and ROI -- Building a culture of metrics in social media -- Social marketing metrics infrastructure -- Corporate and marketing infrastructure -- Social media channel -- Campaign -- Ongoing metrics and flighting of messages -- Eight-Step process to measure social marketing strategy and ROI -- 1. Develop strategy and set goals -- 2. Identifying target audiences -- 3. Developing the campaign message and monitoring conversation content -- 4. Executing social marketing campaign tactics -- 5. Defining, monitoring and evaluating interim and success metrics -- choosing the analytical methodology -- 6. Monitoring and managing the execution of social marketing campaigns -- 7. Measuring and tracking actual costs, calculating ROI -- 8. Reviewing success or failure and iterating -- Conclusion -- Chapter 12-Social Media Metrics Tools Providers -- Evaluating metrics tools and how to survey tool capabilities -- Monitoring versus metrics versus influence -- A framework for evaluating tools -- Tool pricing -- Tool assessment characteristics -- Type of tool -- Listening capabilities -- The metric of tone and sentiment -- Platform orientation -- Scalability -- Metrics provided -- Examples using the ROI of social media tool analysis framework -- Tool evaluation summary -- Vendor Interviews -- Case Study: Answering the (social) phone -- Radian6 -- Case Study: Measurement makes sense when social media has a clearly defined strategy -- Alterian -- Case Study: Twitter can be analyzed -- Twitalyzer -- Case Study: Check the clout of influencers in your market -- Klout -- Conclusion -- Section 4-Where Does Social Media Go from Here? -- Chapter 13-The Future of Social Media and ROI -- Case Study: Being social before the advent of social media -- Allrecipes.com.

Greatly expanded business adoption of social media -- The death of social media and the emergence of a new social paradigm -- Noise -- Consumer expectations of understanding who they are -- A global market that never closes -- Consumer privacy, identity, location and portability -- Privacy and identity in social media -- Physical location in a virtual world -- Single sign-on -- Trust and reputation-based economy -- Semantics -- Semantic engines get smarter -- Semantic analysis of consumer generated content -- Network access and mobile -- The micro scale economics of social media -- The social media bubble and global platform consolidation -- China and social media -- Unforeseen applications of social technology -- Conclusion -- Afterword -- Appendix -- Bibliography -- Index.