Concept Company

by Robert Middlestetter

I recently read a report from the Aberdeen Group dated October 2009 by Jeff Zabin. A survey of 250 diverse enterprises yielded a pretty good ROI argument for using social media for monitoring. Applying the knowledge gained, the best-in-class companies had these results:

75% improvement in customer advocacy

93% improvement in their ability to generate consumer insights that drive new product / service development

63% decrease in customer service costs

82% improved their ability to identify and reduce risk to the brand

These results are pretty compelling—even to the most conservative CEO. If you’re looking for social media funding in your company the first step is to build a solid business case. The ROI is there when you define how and where social media will impact your entire enterprise. Think wide. It’s not just about new business, it’s also about gaining customer insights that influence product development and operations.

Tags: Aberdeen Group, Jeff Zabin, social media, social media for b2b marketing, social media monitoring

This entry was posted on Friday, January 22nd, 2010 at 2:07 pm and is filed under Marketing ROI, Marketing Strategy, Social Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.