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Avoiding Measurement

Image by Vincepal Would you like to learn how to create an integrated multichannel marketing program? Register today for a Marketing in the Round training with Gini Dietrich and me in Boston, Chicago, Kansas City, New York or Washington, DC. I was talking with Gini Dietrich about our forthcoming book Marketing in the Round, and which topics people would find interesting. We discussed measurement, and both of us noted that whenever we get into the nitty gritty of ROI and outcomes blog traffic drops precipitously. Generally, marketers and communicators avoid measurement. Geoff Livingston on Google+

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What’s the ROI of Pinterest?

Well known social media experts like to slough off tough questions about return on investment (ROI) with flip phrases like, “What’s the ROI of your mom?” Now it’s time to turn the tables and ask social media experts, “What’s the ROI of Pinterest?” For the past few weeks we have experienced a deluge of Pinterest hype across the social media sphere, marketing media, and the periodic mainstream news piece. Pinterest is touted as the next hot thing, and we see a ton of suggestions from “experts” on how to market using Pinterest. What is rarely offered is demonstrative evidence of ROI. And shared case studies are often sandbox level successes that produce light outcomes like follower counts, but not actual […]

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The Audacity of Corporate Social Media Failure

Image by Rick Audet It was interesting reading all of the social media criticism about Google’s privacy policy changes last week. A measured critical tone offers refreshing context to the usual outrage pundits spout when analyzing the latest corporate social media failure. These dramatic declarations of “FAIL” include the anticipated demise of the brand’s entire reputation, the stupidity of the management team, and a lament about companies “never getting it.” Another example: Last December’s dissecting of Apple’s rigid social media policy that bars any meaningful discussion of the company by employees. There was no great shocker here given the company’s approach to product development and public blogs that leak Apple product news. Yet, the company was painted black and evil […]

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Why ROI Will Never Die

This post celebrates the release of two books, Katie Delahaye Paine‘s Measure What Matters and Olivier Blanchard‘s Social Media ROI. Zoetica is giving away five free copies of each book today to the first 10 people who answer the question “Why will ROI never die?” on our recently revamped web site (thank you RAD Campaign for the excellent design). Of all the social media memes, the ROI conversation is built to last. It actually preceded social media through generation after generation of marketing, and is the issue clients care about most. Because many marketers cannot commit to outcomes preceding a marketing or communications campaign, this question will continue into the next century, too. There are some who have an extremely […]

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