Return on Investment

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Permalink Reply by Sports Law Handbook on January 29, 2010 at 12:20pm

Some really do not understand what WEB 2 is about therefore do not know how to track ROI.Here is an article that may be helpful in explaining Web 2 and why an orgaization would uses it.
http://www.theoutsourcingcompany.com/blog/category/social-media-mar...

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Permalink Reply by Gijsbregt Brouwer on January 30, 2010 at 2:58am

First of all it is important to define your goals before you start asking ROI questions. Why do we sponsor (as a sponsor)? Why do we maintain a sports property (for sports organizations)?
Depending on the outcome (branding, reach, sales, likeability, more fans, more tickets sold, ...) web 2.0 can be put to good use and targets can be defined.
Since web 2.0 is investing in relations with your fans/consumers, the outcome should prinicaplly be measured in terms of this relationship: how many relations, how is this relation, what kind of relation. These metrics are fairly simple (number of followers on Twitter or number of interactions on Facebook) but the hard part is relating them to the original goals of your organization. Sometimes it's easy: when you put out an offer on Twitter or Facebook for a season pass of your team and you sell an extra 1.000 passes. Most of the time it's much more indirect and harder to measure. Continued follow up research should do the trick here.
One warning: if the use of social media is very ROI oriented and the goals are tough business goals, you will never have a successful web 2.0 case. Consumers and fans can see a commercial venture from miles away in social media. Authenticity and the true will to communicatie, facilitate and interact are the basics before you even consider to start.

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Permalink Reply by Sports Law Handbook on January 30, 2010 at 2:25pm

Well said.

This may also be helpful.

http://www.youtube.com/watch?v=ypmfs3z8esI&feature=player_embedded

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Permalink Reply by Andrew McConachie on February 1, 2010 at 12:08pm

Thank you for your input, very interesting and I agree with what has been said. I have also came across an indicator for performance measures that are Investment, Interactivity, Intimacy and Influence which I am using to rate case studies that I am coming across. It would be interesting however to hear sports organisation benefits that they have experienced due Web 2.0/ Social Media.

I may be worthwhile to look in to measuring the strength of fans that have used the Web2.0 setup of sports organisations

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