• http://twitter.com/commetrics/status/156254708091195392 Urs E. Gattiker

    Guest post by Carla Gentry @data_nerd – What is the #ROI of a commerical? http://t.co/eBOJmEzU #advertising #SMM

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  • http://twitter.com/cohesionmrktg/status/156272668641992704 Melissa aka Redd

    Commercials: What ROI? http://t.co/ize1LGvK #SocialMedia #LoMoSo

  • http://howto.commetrics.com/bang/storytelling/ Urs E. Gattiker

    @data_nerd:twitter  Carla, thanks for this insightful post.

    Generally, we all agree that it is essential to determine exactly what you wish to accomplish with social media (objectives, goals, dreams, etc.) as much as this is the case for advertising or doing a commercial. 
    But then things become a bit more difficult.: 

    a) What is the purpose of social media for your company (or paying to air your commercial)? 
    b) What is social media’s value proposition (e.g., paying up to $4 to get a Twitter follower – does it make sense)? 
    c) What results must be achieved with social media and in what context (are we talking about a freelancer, consulting business or a watch maker…)? 
    d) How will you know when you got there – measuring and benchmarking?

    It is difficult to find answers to the above questions but only then do we have an idea if the benefits outweigh the costs.  
    In fact I often do not know if social media brought in the business or if it was just one of many things that got people to talk to me and to give me the contract.

    How do you decide Carla?

    • http://twitter.com/data_nerd Carla Gentry CSPO

      Good points Urs, you rarely see social media being used alone, it is usually in conjunction with other media venues and unless you ask “how did you heard about us” you don’t know 100% that it was one particular thing that made them purchase over the other.

      I think the most important thing is exposure, the more times we see an item, the more likely we are to purchase. Neil Charles made a good point in his comment to this post, “I’ve seen footage from an in-home monitoring study, where an ad for a breakfast cereal runs on TV and the child in the house immediately starts singing the jingle, goes to the cupboard and pours herself a bowl.”…. Now decide:

      Was it truly the cereal or the jingle that made the child want to pour herself a bowl, was it the first time the child had been exposed to the commercial?
      Was the bowl of cereal the brand in the ad or was it 7:30 AM and the child was just hungry?

      When you send out a great tweet or post, your website see traffic uplifts and for online businesses, it experiences sales increase but was that the first time they saw the product or were they close to that decision anyway and your post was the thing that sealed the deal?

      To answer your question, is it worth 4 dollars to plant that seed? Considering the cost of commercials, pay per click ads, newspapers, magazines and what you get from them and use the same reasoning.
      In conclusion, how do you know if you were success? If you are gaining exposure via Twitter, Facebook, etc and seeing increased traffic on your website it is a good thing, will you make a million sales over night, probably no more that you would using any other vehicle of media.

      • http://howto.commetrics.com/bang/storytelling/ Urs E. Gattiker

        @twitter-119802433:disqus Of course you are correct that it is not easy to determine if it was the jingle, the brand, the time of day the kid was hungry and so forth.

        Nevertheless, a proper study can probably help us using some multiple regression to control for these variables (e.g., such as time and jingle) to determine how much influence the ad had on the kid’s behavior.

        It is true that the traffic goes up if we tweet…. but will these people ever come back and the percentage of followers that click on a link is rather small. 

        Regardless of this, I agree that if you increase exposure – may that be through a tweet, presentation at a conference, e-mail with latest blog post, newsletter, etc. – it all helps stay in touch and engage with the potential as well as current client.

        It takes real effort thought that is for sure :-) 

  • http://twitter.com/bhavikbhavsar9/status/156276139885723649 bhavik bhavsar

    Commercials: What ROI? http://t.co/ue2Spnbs #SocialMedia #LoMoSo http://t.co/ue2Spnbs

  • http://twitter.com/birdbathbuzz/status/156291392568696833 Chris Isaac

    Commercials: What ROI? http://t.co/rlYVA8kO

  • http://twitter.com/data_nerd/status/156317431671955457 Carla Gentry CSPO

    Guest post by Carla Gentry @data_nerd – What is the #ROI of a commerical? http://t.co/eBOJmEzU #advertising #SMM

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  • http://twitter.com/data_monkey Neil Charles

    They really do run out and buy a burger right now – it’s why TV uplifts are so much easier to measure than social uplifts. At the very least, TV tips the chances towards your lunch today or tomorrow being a burger if you were close to that decision anyway.

    I’ve seen footage from an in-home monitoring study, where an ad for a breakfast cereal runs on TV and the child in the house immediately starts singing the jingle, goes to the cupboard and pours herself a bowl. (Strong evidence in favour of banning advertising to kids, but that’s another issue.)

    Routinely when I analyse the effect of TV spots on sales, I’ll see sales spikes starting the same day as the campaign broke. I’m not saying social doesn’t have an ROI but it’s an awful lot more difficult to measure, because any effect that it has is slow and it acts largely on consumers who are already aware of the brand.

    • http://twitter.com/data_nerd Carla Gentry CSPO

      My point exactly, you have had 60 years to examine the effects of a commercial but what about Joseph Bulova in 1941 (1st commercial ever), I bet no one ran out the door and purchased a watch immediately, television and branding were just beginning.

      Flash forward 60 years, when you are sitting at your computer and see a tweet or post about a product, you don’t run out and purchase it right then but a seed has been planted….

      I can say the same line as you did in your comment, at the very least, the tweet or post, tips the chances toward your purchase today or tomorrow for that item, if you were close to that decision anyway.

      60 years is a long time to be exposed to advertising, marketing and brands…. we have been groomed to let ourselves be pulled in one direction or the other based on what we see from the burger markers (example) so my point remains, is social media today, similar, respectively to commercials 60 years ago, without insight we have today?

      • http://howto.commetrics.com/bang/storytelling/ Urs E. Gattiker

        The commercial – social media example is interesting for me.  Of course, 96% of all companies in the US and the EU employ far less than 100 people:

        ===>  European Commission:  Defining the term SME?

        For those  a TV commercial is probably not in the cards.  Nevertheless, using a social media tool, such as blogging and engaging on social media including LinkedIn groups might be a viable alternative to the commercial (something you can afford).

        But I agree with @twitter-21752435:disqus that it is difficult to measure, no doubt about it.

      • http://twitter.com/data_monkey Neil Charles

        “at the very least, the tweet or post, tips the chances toward your purchase today or tomorrow for that item, if you were close to that decision anyway. ”
        I can see your point with that one and sometimes it’s true. E.g. if a brand tweets an offer, then they may get an immediate response. Where I think social is different is that it usually isn’t pushing for an immediate response (and so looking for one won’t work) and social talks mostly to existing customers who can’t suddenly increase their consumption, because they’re already customers.

        That last one is a serious issue for me, when looking at social ROI. Your followers must be at least be already considering your brand when they begin to follow, or they wouldn’t have done it. So any response must be more subtle than it would be for TV, which has a much stronger ability to put your brand in front of people who didn’t already know about it.

        I think we need care in the 60 years point, that it’s TV which has had 60 years to convince marketers that it works. The way that consumers respond to TV should be the same, or if anything lower, as the amount of clutter on TV has gone up dramatically vs. there being only one ad out there.

        • http://twitter.com/data_nerd Carla Gentry CSPO

          @twitter-21752435:disqus This is what is great about posting on sites such as this one, it lets  people share their opinions, expertise and have great conversations and exchanges!

          Not sure that I agree completely that someone must be considering your brand when they begin to follow, I follow Kraft because I think they are a great company not because I have an intent to buy from them at that time. I may follow someone because they are local or because I liked their ad.

          My post referred to establishing an audience first before ever trying to sell anything via social media but to your point most brands don’t do that, that why I didn’t disagree 100%…

          Thank you for the exchange and comments! Have a great day :o)

          Carla

  • http://twitter.com/wefdavos/status/156338294744035328 World Economic Forum

    #tips2follow – Commercials: What ROI?: Should you follow the 3,000 brands that run social media… http://t.co/bXPLvc3D – #metrics2watch

  • http://twitter.com/blawgconomics/status/156342066820034561 BlawgConomics

    #tips2follow – Commercials: What ROI?: Should you follow the 3,000 brands that run social media… http://t.co/bXPLvc3D – #metrics2watch

  • http://twitter.com/data_nerd/status/156375983400828928 Carla Gentry CSPO

    What is the #ROI of a commercial? http://t.co/UhrskRW7 #advertising #SMM

  • http://twitter.com/data_nerd/status/156384765497442305 Carla Gentry CSPO

    My 1st official publication :o) What is the #ROI of a commercial? http://t.co/UhrskRW7 #advertising #SMM

  • http://twitter.com/dks_systems/status/156384901900419072 Courtney Petty

    My 1st official publication :o) What is the #ROI of a commercial? http://t.co/UhrskRW7 #advertising #SMM

  • http://twitter.com/teaconomics/status/156447459424477184 teaconomics

    What is the #ROI of a commercial? http://t.co/UhrskRW7 #advertising #SMM

  • http://www.convinceandconvert.com jaybaer

    Hi Carla. Excellent post. Just to clarify in my situation, I do pretty well in social media as a consultant and speaker, but the “advertising” side of my business is pretty small. We have a couple blog sponsors, and that’s about it. Pete Cashmore on the other hand has built a publishing empire that will make him enormously wealthy. I see myself as a consultant that publishes, not as a publisher. But certainly, there are a lot of opportunities today. 

    • http://twitter.com/data_nerd Carla Gentry CSPO

      Thank for your comments Jay, as a consultant you have passed on knowledge and experience that has had a great impact on social media. When I was thinking of pioneers and people who “saw” great value, you and Peter were the first to come to my mind, hats off for all you both do for social media :o)

      • http://howto.commetrics.com/bang/storytelling/ Urs E. Gattiker

        @jasonbaer:disqus Thanks for commenting

  • Carla Gentry CSPO

    RT @ComMetrics: Commercials: What ROI? #ComMetrics http://t.co/rNcBcZ0N by @Data_Nerd

  • http://twitter.com/data_nerd/status/158234816125480960 Carla Gentry CSPO

    RT @ComMetrics: Commercials: What ROI? #ComMetrics http://t.co/rNcBcZ0N by Carla Gentry CSPO

  • http://twitter.com/perfectjulia/status/158239554678165504 Julia Hull

    Commercials: What ROI? » Summary, TV commercials, Is history … – http://t.co/Q4riF18M

  • http://twitter.com/chriskellyesm/status/162819798512840704 EDGESocialMedia

    So why isn’t everyone advertising on social media? The reasons range from lack of staff or time to lack of… http://t.co/UpO3vIfU

  • http://twitter.com/smacnooga/status/162869414444793858 SMAC

    Our local statistics guru, Carla Gentry (AKA @data_nerd,) has made the front page of the social media category of… http://t.co/t8uWkWqa

  • http://twitter.com/fede_trujarce/status/162920005065900032 Federico Trujano A.

    Commercials: What ROI? #ComMetrics http://t.co/7Pd729NI

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