A common theme today revolved around getting management to buy-in to social media initiatives. Promoting what, Dawn Lacallade, Solarwinds, calls community health ‘ participation, feedback ‘ might be a nice measure of success for a community manager, but they aren’t going to convince a CEO to invest. To gain a CEO’s commitment you need to demonstrate business value. You need to think in terms of ROI.
- Improved net promoter score driven by a closer with your customers
- Reduced customer service costs due to the community answering the consumer questions
- Increased sales by better knowing what the consumer wants
The good news is case studies are emerging regarding the positive impact of social media.
- Solarwinds’ R&D budget allocation runs approximately 50% lower than industry average driven by their community involvement in product development
- One of the 35 ideas by Turbo Tax’s Inner Circle members has generated $19MM in revenue over three years
- Scholastic tapped into its community to redesign its flyer resulting in a 3% increase in sales versus its former design
How are you defining the return on your social media investment?