Hi,
This is the first post to the LinkedIn Marketing ROI and Effectivness group's discussion board. I thought we could try this to start. I am sure there are other forums that we can use.

I've polled a number of the groups' members and the general desire is for them to be abel to ask and get answers on simple to complex marketing roi questions. In that vein, let me post the first question:

Does anyone have experience measuring the amplification effects of social media?

Guy,
can you please elaborate...what is "social" media?
does PR count?

Thanks for asking. Social media includes many things, but probably most popularly thought of as blogging, FaceBook, MySpace, discussion forums. Anywhere where the target customer has some interaction with the media.

Hope this helps.

I'd like to add to GuyPowell's words. I think social media is wider.
First - we have to determine it - Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories, and understandings. - http://en.wikipedia.org/wiki/Social_media
And finally can we talk about that social media works only in internet or it includes another communications - hearing, neighborhood talking, communications in different social or proffesional groups. The main principle is interaction between people in groups, and it doesn't matter what type of communication (internet/personal/local newspaper) these types can be in personal discuss at the office, bar or by e-mail, or e-forum.
So general position is influence on audience (social, proffesional or relative groups). And as result some following toughts and actions by this groups after discussion. This is the main aim for Social Media Marketing.
Second - we can measure the amplification effects of social media indirectly becouse it's difficult to measure how much and strong influence.
But we can measure increasing of demand on company goods or services. For example some Russian electronic-device company to achive their aims to start promotion of brend hire a lot people and give them big and bright bags with it's logo and they go everywhere with this bags (buses, metro, taxi, walking). Also many agents write in forums, blogs about good quality of this products. If I don't mistake it was Sitronics Company.

I've come across people who want to use things like the "Net promoter" score within this context but not managed to see any strong evidence that it gives any great insight on the topic. Any thoughts from anyone?

I would like to add to Vadim's comments. The component of social networking mentioned is in the 'observed' space. This was a very successful promotion for the Palm Pilot mnay years ago. I think most marketers now focus their thinking on social media as it pertains to the web, but they are missing components that bring the real world into it as well.

Actually (in response to John's question) it would be interesting to hear if anyone is using Net Promoter Score as a measure in the social media space, although I'm not sure how it would apply, since it is a much higher level metric.

Does anyone have any experience in coming up with a formula to measure Marketing ROI within the investment firm sector where there are variables such sales, redemptions and basis points?

Clare,

It's a complex issue, but there are a number of techniques that you would have to combine in order to make that work. My experience with investment firms is that you need to make sure it is fully comprehensive, including all of the components touching the customer.

Have done marketing response modeling for a bank, whose products included investments. Was able to measure ROI for direct marketing, media and also included retail customer satisfaction plus macro-economic factors into models.

Some of you might enjoy the results of our survey re optimum # of marketing messages for effective delivery. We now have some good evidence that more messages means worse delivery.

http://tinyurl.com/metricaproof

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