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Expert tricks for pulling off social media ROI

on November 16, 2010

How do I actually get a return for all this money I’m investing in social media?

It’s a question that comes up and up again, and most often you can’t answer it because there rarely a one-to-one correlation.

Brand advocacy service Zuberance is aiming to disprove “you can’t calculate ROI from social media” theory. Already they have shown that by using their tools, a single dollar invested in brand advocacy returns 9x to 10x in sales.

Zuberance is a client of my company, Spark Media Solutions, and a couple of weeks ago I produced an event for them entitled “How to Turn Word of Mouth and Social Media Into Sales.”

At the event I produced a series of videos where I interviewed attendees, Zuberance employees, customers, and the panelists. I asked them to give me some insight as to what they think it takes to energize word of mouth. Below you’ll see links to ten videos of people talking about how they’ve really seen a return on social media engagement. Watch as many as you like, and feel free to share and embed with your friends. Make sure you watch the very first one, How do you energize word of mouth? as it provides lots of different viewpoints on the subject.

In addition, on the Zuberance’s blog there’s a full summary of the event complete with the 40 minute audio of the panel discussion along with notes (see “How to Turn Word of Mouth and Social Media into Sales”).

How do you energize word of mouth?

TiVo’s success in marketing is learning from their failures
Social Media 101: Start With the People Who Love Your Brand
Do you approach influencers differently than advocates?
How do you cope with or even convert detractors?
Influencers vs. Advocates: Which group is more important?
How to Harness the Energy of Your Customers
Club One: We’re getting 9X ROI by energizing Brand Advocates
The key to energizing advocates: Make it easy!
How to Take Advantage of Your Social Media Investment

Stock photo courtesy of Shutterstock.

{ 6 comments… read them below or add one }

Steven J. Ram November 17, 2010 at 4:51 am

Excellent content here Mr Spark, your bookmarked and revisited .. cheers.

AnnaVital November 18, 2010 at 8:06 pm

David, very helpful tips on the sound. I recently spoke to a sound engineer and learned about the voice frequencies that sound the most persuasive. Yours is definitely there. Do you have advice on how to voice train for the videos?

David Spark November 19, 2010 at 12:01 am

I'm amazed that I have the most persuasive voice frequency. :) Thanks. As for training for that, there are voice coaches, but I wouldn't know what the magic secret is.

DarrinSearancke December 23, 2010 at 3:33 pm

Oh Man – several of these links are dead. Dying to watch the very first one, How do you energize word of mouth?

David Spark December 23, 2010 at 6:34 pm


Thanks for catching the broken links. The blog they were linking to was updated and they did some rejiggering of the links. I've fixed the links and let Zuberance know. Thanks again. They're all working now.

DarrinSearancke December 23, 2010 at 6:47 pm

… and they're back! Thanks David – great content to digest over the festive season.

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