Personalize Your Experience! Log In Sign Up Help

EasyAutoSales Blog

2 comments

Measuring ROI from Social Media

If your company is struggling to figure out how to measure ROI from jumping into social media, (or if you should invest in people and money to do it at all,) check out the following slides.

  • Interesting presentation and theoretically it makes sense. In practice, it is very complex with a considered purchase (6-9 month purchase cycle) like a buying a vehicle. There are many checkpoints across the shopping process and so far social media is a very minor blip in what affects purchase. That doesn't mean social media is not worth doing, it just means it is early and may not show ROI at this time or be hard to find ROI since you can't isolate everything else that happened during the purchase cycle.

    I'd love to be able to draw some direct correlation looking at brand perception or consumer survey data privately or from Polk or JD Power that shows social media has an impact on sales, but we are far from that nirvana today.

    Right now automotive purchase data doesn't isolate social media's impact on purchase decision for a new car. At best today, social media is a way to differentiate from competitors and may assist with better customer service during and after the car sale. But having data to prove what this presentation from Olivier Blanchard is saying would be nice but probably not going to happen with such a long purchase cycle with so many touch points to purchase.

    However I do think we should strive for what this deck is communicating just don't expect to see such science fictional results as the presentation outlines. 😉

  • Interesting presentation and theoretically it makes sense. In practice, it is very complex with a considered purchase (6-9 month purchase cycle) like a buying a vehicle. There are many checkpoints across the shopping process and so far social media is a very minor blip in what affects purchase. That doesn't mean social media is not worth doing, it just means it is early and may not show ROI at this time or be hard to find ROI since you can't isolate everything else that happened during the purchase cycle.

    I'd love to be able to draw some direct correlation looking at brand perception or consumer survey data privately or from Polk or JD Power that shows social media has an impact on sales, but we are far from that nirvana today.

    Right now automotive purchase data doesn't isolate social media's impact on purchase decision for a new car. At best today, social media is a way to differentiate from competitors and may assist with better customer service during and after the car sale. But having data to prove what this presentation from Olivier Blanchard is saying would be nice but probably not going to happen with such a long purchase cycle with so many touch points to purchase.

    However I do think we should strive for what this deck is communicating just don't expect to see such science fictional results as the presentation outlines. 😉