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Posted on February 19, 2009
Social Media ROI - A Podcast with David Meerman Scott
BY JASON CORMIER
Listen to our Podcast:
Show Notes:
Room 214 Co-Founder, Jason Cormier, interviews best-selling author and online marketing thought leader, David Meerman Scott.
In this podcast, we discuss:
1. Old-school measurement for ROI: What is really a "lead?" People want to apply same measures to social media. Traditional measures are being applied to social media marketing when so many other aspects of business simply don't. Example: What's the ROI of the receptionist, or even the accounting department for that matter?
2. We can measure how many people are exposed to our ideas, downloaded our YouTube video, etc. but these are very different measurements compared to traditional ROI measurements.
3. David states that ultimately, the ROI argument is used as an excuse based in fear. Many companies are simply afraid of social media.
4. David's new book, World Wide Rave: How ideas spread and why people talk about you and your company. The first step in the formula for success is very counter-intuitive to marketers: Nobody cares about your products except you. To create something that has potential to spread, you can't talk about these things. As soon as your product is brought into the equation, nobody cares.
5. Key take-away: Doing lots of activities in online marketing as opposed to one or just a few, should be the expectation when it comes to increasing your chances of success.
Notes: You can check out David's blog at WebInkNow.com. I really enjoyed this interview, and am looking forward to reading his new book.
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