Do we need to shift the ROI Conversation?
Posted by on November 19, 2008
The ROI question is the number one issue when it comes to corporate social media. How do you define it? How do you prove there is business value there?
Ben Grossman recently spoke at the Social Media Jungle about ROI. He proposed what could turn out to be a radical shift in thinking on the subject. Instead of focusing on traditional ROI measures, Ben proposes opening it up to include ROBI (Return on Brand Investment) and ROCI (Return on Customer Investment).
Ben explains this in this 20 minute video. It’s highly recommended.
Tip of the hat to Todd Defren and Justin Levy. Thanks for the heads-up, guys.
Comments (3)
Posted by Rick Burnes on Nov 19th 2008
Thanks for posting this video. I heard about this session, but hadn’t seen the video.
Ben does a great job. Very interesting in light of the discussion about ROI we had at the Boston Social Media Breakfast last week(full video here: http://blog.hubspot.com/blog/tabid/6307/bid/4405/How-Do-You-Measure-the-ROI-of-Social-Media-You-Don-t.aspx).
Posted by Ben Grossman on Nov 19th 2008
Thanks so much for posting my presentation. I’m glad everyone is finding substantial value in it and that it will spur further understanding of the changing ways we, as marketers, can measure marketing efforts.
ROBI and ROCI offer a very exciting way to more comprehensively monitor success, but also offer a way to embrace the changing model of communication where control has shifted and solid marketing strategy can yield astounding results!
Thank you again for the mention!
Ben Grossman
@BenGrossman
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