Por Dolores Vela en Social Media Strategies
Para los que trabajamos en Marketing y sobre todo, para quienes nos contratan, el concepto de ROI (Return of Investment, es decir, los beneficios generados a partir de la inversión que se realiza en una determianda campaña) debe ser no sólo una prioridad, sino un concepto y objetivo fundamental sobre el que debemos trabajar como punto de partida -estimación- y de llegada -objetivo. Partimos de la base de que se hayan realizados análisis de producto y audiencia pertientes, entre otros, para poder establecer el valor del ROI para el que hemos diseñado una estrategia y campaña según la conversión en ventas. Ahora bien, en el Social Media se trata de relaciones con personas, y no son pocos los marketeers que se dedican a hacer que los números se disparen e inflen con facilidad.
Las herramientas actuales no siempre son una solución adecuada para una métrica eficaz y fiable y parece que aún estamos lejos de tener una única aplicación que nos ayude. Hace sólo unos días sostuve una “micro-charla” en twitter sobre la necesidad de conocer el “sentimiento“, como medir la ironía, por ejemplo, y quedó claro que no hay forma de realizar dicho análisis hoy por hoy (y si alguien conoce una herramienta o aplicación fiable, por favor, ¡que la comparta!)
Hoy os dejo una presentación interesante que he rescatado de mi cajón del olvido gracias a una pregunta que hizo Laura Alfonso en nuestro Grupo de LinkedIn “Expertos del Social Media“; en ella se explica la teoría del ROI=IOR en el Social Media y espero que ayuda a aclarar un poco el tema.
NOTA: la presentación está en dos partes, podéis ver la segunda parte haciendo click cuando os lo pida la presentación o pasar directamente a ella, está justo debajo…
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