The Social Media MBA Guide to ROI

Christer Holloman has been writing technology trend features for Sky News online the last three years and was previously the Head of Digital Product Development at The Times and The Sunday Times in London. Holloman is a popular keynote speaker with audiences ranging from business students to C-level executives and is frequently hired for conferences and corporate events around the world by clients such as The Chartered Institute of Marketing, Dell and Nokia. What makes him a unique journalist and speaker is that he regularly consults for major companies and tech start-ups on digital business development projects. That means he won’t be passing around 2nd hand information or theories but instead current best practices and transferrable hands on advice that will inspire readers and delegates. Europe's largest regional newspaper The Evening Standard named Holloman one of London's most influential individuals working within New Media. Christer Holloman is currently completing his MBA at Said Business School, Oxford University, as a Wallenberg Scholar. He is a member of the National Union of Journalists and holds a BSc in Business from the University of Umea, Sweden. For more information please visit http://www.holloman.info/ or to discuss possible speaking engagements email him directly contact@holloman.info or Google speaking agencies that represents him.

Acknowledgements ix

Preface xi

Hall of Fame xv

Introduction 1

1 Strategy 5

2 Measure ROI by Platform 31

Facebook 32

Twitter 39

YouTube 43

LinkedIn 47

Google+ 52

Pinterest 55

Blogs 58

3 Tools 63

Choosing a Supplier 63

Popular Measuring Platforms 68

4 Case Studies 89

O2 – Customer Service 90

Sabre Hospitality Solutions – Business Development 97

Makino – Sales 101

giffgaff – Customer Retention 109

BRAVEday Insurance – Communication 117

Beats by Dr. Dre – Viral Campaign 123

5 Safeguarding ROI 129

Index 135