55 responses to “Social Media ROI Examples & Video”

  1. Marc Matoza

    Very good post and examples.

  2. meralyn

    Great examples! Nice post

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  7. Mr Hyde

    Nice article …

    I understand the basic idea of capitalism, but it saddens me nonetheless that what were essentially corporation free places are now being taken over by this kinda market-driven white noise …

    A couple of questions:

    “Ford is the only US auto company that didn’t take a government loan.”
    Was this to do with their adoption of Social Media or more to do with the fact that they restructured their business more efficiently than GM and Chrysler?

    “An astounding 92% of the donations were in increments of less than $100.”
    What percentage of the above donations were directly attributable to the campaign’s use of Social Media?

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  16. Vicente Igual

    great video about social media ROI. Measure is not easy

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  19. Maya Mendoza

    Erik. Thank you for an inspiring video and article. I have bee inspired to share your hard work from your Social Media Revolution Video and the ROI video to create a PowerPoint presentation and slide share sales video promoting social media and mobile marketing. Your site and book is of course mentioned in the credits with relevant links. Thanks for all you do ~ Maya

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  23. equalman

    Agreed that there is much much more than just a hard, numerical return. Thanks for contributing!

    - equalman

  24. Armen J

    Fantastic video, i think by having good social media activities we will have positive ROI, but it is not something to be measured individually as it affects the whole business.

    1. equalman

      Armen J:

      I like your take on the ROI of Social Media that it needs to be review Holistically rather than individually since it touches every aspect of the business.

  25. Stan Dubin

    Often the unwillingness to utilize social media is tied to an unwillingness to simply interact with other people. Having something “in-between” the company and the customer, i.e. a billboard, a TV commercial, a direct mail piece, etc. is more confrontable than simply talking and establishing relationships with your customers and would-be customers.

    People who succeed in social media marketing are usually eager (or at least able) to look you in the eye and are genuinely interested in how YOU are doing.

    Fast suggest Erik: you mention your earlier video in this post. Make it a link…might as well add more easily to the 1.2 million viewers!

    1. equalman


      Great suggestion on adding the hyperlink to the other video – this is done! Happy Holidays!

  26. Sandra

    What a great video! Short and extremely informative.

  27. Robert Bacal

    With due respect, you obscure the real successes by including them with “successes” that aren’t. Dell’s 3million sales is an example. If a small business succeeded as well as Dell on Twitter, and given a base of 100k in sales per year, they would sell $2.45 more a year.

    You make logical errors, and go way beyond the data you cite, which calls into question your motivation, and veracity.

    Your citing of the businesses on facebook is irrelevant to your point. Your inclusion of Burger King is just plain silly, since what you describe is branding for a company that doesn’t require it.

    You do not address the input costs in time, salary, etc. Neither do you address opportunity costs, which has to do with ROI.

    Like many who cannot easily show ROI, you obscure the problem by making some excuse for not doing so. (ie. let’s talk success)

    And, the killer is that you don’t address the huge graveyard of failed attempts, and their costs.

    It comes to this. SOME businesses will succeed but it will be a very small percentage.

    If you have an open mind, take a look at twitter and identify the thousands of small businesses (or any businesses) that start, try it out with substantial effort and tweets, and then quit. The percentage is HUGE.

    …and if you don’t know how to get that data, I’d suggest that you are not competent to write what you wrote.

    1. equalman


      Thanks for taking the time to comment. As Gary Vaynerchuk mentions – smart companies will get it and win and dumb companies will not get it and lose. I’m obviously hopping on the social media train full steam ahead, but many will not as you mention. One thing that is often not asked is “What is the cost of doing nothing?” I’m personally not going to take that chance, but some might and to them I wish them GOOD LUCK!

      As for Burger King not requiring additional brand awareness – I’m not sure of many CEO’s that wouldn’t want inexpensive additional brand exposure.

  28. JB

    First of all I would like to thank you for a very very good book :-)

    I am working for at concervativ company that just starting to look at social media.
    Something it is easier for high level managers to accept something, if it is delivered but somebody the socially accepts as a reliable source of information, so I am looking for a quote by a well respected CEO saying something good about social media – can you help me with that?

    1. equalman


      Thanks for the kind words! I was recently at a meeting where Alan Mullaly (CEO of Ford) indicated that much of their success (they haven’t taken a government loan) can be attributed to Social Media. They’ve shifted their marketing budgets so that now 25% is digital (most of their competitors historically below 10%). This is a tribute to the great work that James Farley (CMO) and Scott Monty (Head of Social) are doing. Farley states: “You can’t just say it, you have to have others say it to each other.”

      What may help your cause the most is to show this ROI video:


  29. Frederic Baffou

    Very interesting article.
    I would consider that social media are appropriate if they are used by the consumers of the brands. They are still a lot of brands being on Facebook just because it is trendy or because competitors are there but without a clear objective and engagement strategy. ROI is a complex equation and it is easy to define a correlation which doesn’t mean necessarily a explanatory factor ;-)
    By the way, VW used differents marketing channels in their key markets in Europe for the launch of the new Golf GTI (viral, TV advertising, Press advertising, advergame..) and results are not promoting the exclusive usage of digital tools vs traditional recipes (for more details



    1. equalman

      Frederic: Thanks for the insight into VW in the European market. Always interesting the differences market to market globally.

  30. Alexis Dias-Nascimento

    EXCELLENT video, Eric! This is something that all businesses need to see — and I’m going to do my part in helping to spread the good word! This video also just helped you sell another book — I’m off to the bookstore to get my copy today! :)

    1. equalman


      Thanks for the kind words and for buying and spreading the word about the book!!

  31. erik hauser

    if i were into award etc. :) the #1 on this list would be StageCoach Island for Wells Fargo. That social media project began over 4 years ago and is bigger, badder and stronger today. IT has bmore impressions and media impressions that all of these combined. Just a quick stroke:) hahahahahah enjoy your holiday

  32. Tamara Littleton

    An excellent post which of course I found via Twitter ;)

    All I’d say to the brands that are still wringing their hands worrying about ROI – come on in the water’s lovely!


    1. equalman


      You are exactly right – dive on in!

  33. Lee Provoost

    the only problem is that as with many things, for every success story, there are a gazillion failures. most of the examples are success stories that have become poster childs but people didn’t know very well before they tried what was going to happen.

    so I’m bit careful with the whole ROI story because when you are talking ROI, lots of companies/people expect from you to have a well-thought framework where you can nearly-exactly predict with proven methods what the ROI will be BEFORE you do the investment. and many of the above mentioned examples didn’t have that…

    but i like the extensive coverage of the article. well done!

    (btw I’m not a nay-sayer. actually working in this business as well. i’m just bit careful with ROI statements…)

  34. Mike Darnell

    Hi Erik,

    Fantastic post!
    I found it thanks to a mention on the digitalbuzzblog. After reading that post and yours I was inspired to write about the tools I’m familiar with that DO enable one to measure Social Media ROI. The result is here:

    Interestingly about an hour after publishing my post I ran into an excellent compiled by David Berkowitz of no less than 100 Ways To Measure Social Media (linked to from the end of my post).


    1. equalman

      Thanks Mike – I will check out your post! David Berkowitz is a great guy too!!

  35. RobertKCole

    Excellent video, Eric – As this will undoubtedly spread virally via social media, I can unequivocally say that now this represents THE BEST of social media.

    I was harsh with my criticism of your first video due to its statistical anomalies and derivative creative. However, here you certainly applied the first rule of social media by listening to your community and modified your approach to address the issues. As a result, you turned critics into fans.

    I can imagine this video can easily pass 2 million views on YouTube and will provide you with an additional ROI stat – increased sales of your Socialnomics book.

    Congrats on winning me over… I am publishing an update to my original blog post referencing the new video.

    You are now a welcome comrade in the social media revolution.

    1. equalman


      Thanks for the kind words and most importantly thanks for your original feedback a few months back; as a result everyone benefits. Cheers to you!

  36. Dayngr

    You’ve hit another one out of the park!

  37. ThirdEye

    Bringing back good business practices!

  38. Jeroen van der Schenk

    Great movie and stats again. More, more, more….!

  39. crmcentricity360

    Great stuff Eric! As always your information and videos are very insightful and bang on. I had a chance to read your book as well, it’s really changed the way I envision the future of social media. Thanks R.

  40. Steven Groves

    Love the stats! I will be referring to it often I suspect

  41. Kris C.

    This is a GREAT video that is only brought down by one thing, and that is the de-valuing of the question of ROI, after presenting a solid case of tidbits of real information that prove the validity of social media. My friend Olivier Blanchard talks a lot about social media ROI at, because real companies need to know there’s some method to the madness and social media marketing, customer care and more will have a positive result on the bottom line and not just be a timesuck. You’ve given some great reasons here about “why social media” – but it doesn’t compare to a phone or even email. I easily spend MUCH more time interacting on social networks (because it helps my business) than I do on the phone. Embrace the ROI conversation! You obviously see it clearly. Love, love the video! :-)

  42. Oscar Del Santo

    This is simply a wonderful post which underscores the importance and true value of the social media and how to answer the tough questions we all in social media marketing are likely to get from prospective clients before engaging in any social media initiative.

  43. equalman

    Thanks Scott – I made the correction! Keep you the great work and I’ll swing by the “Glass House” the next time I’m visiting my family!

  44. D. Matthew Carter

    This is fantastic. I think you’ve nailed it. Often the easiest place to prove RETURN is through REDUCTION of systems that finely-tuned Social Media Engagement make redundant. Did a blog post on a big possible reduction: Cheers and thanks again for a great presentation!

  45. Conrad Muan - Amalgam Design

    Your article just popped into my reader and I had to check it out. Excellent article on Social Media and ROI!

    Social Media isn’t something that marketers could (or should) measure.

    Yes, you do have to “PLAY to play” and yes, it is time consuming to participate in the social sphere and yes, you cannot explicitly measure the ROI.

    However, the benefits are there: if it’s not from sales in the long term, it’s from allowing people to just talk to, or talk about, your organization.

    Looking forward to some more awesome videos!