If you’ve been following the B2B Lead Blog for a while, you might recall this post, inspired by a spirited LinkedIn B2B Lead Roundtable Group discussion about whether social media truly delivered ROI.
The official verdict from MarketingSherpa has just arrived, in the form of their third annual B2B Social Marketing Benchmark Report. A compelling aspect of this report is that it compiles the survey responses of thousands of marketers – 3,342 to be exact – in more than 150 charts and analyses. One of those charts, at right, looks at the ROI they’re getting from their social media efforts. It certainly is a study in contrast: more than 1,000 responded that they are achieving at least a 150 percent return on investment. Yet, at the other end of the spectrum are another 635 or so who aren’t seeing any return at all.
Nonetheless, I am still impressed by social media’s rapid monetization. As Sergio Balegno, Director of Research for MECLABS, the parent company of MarketingSherpa, MarketingExperiments and InTouch, stated in January’s post, “In just a couple of years, social media has rocketed to a place that took the internet a good decade to arrive at.”
While the 2011 Social Marketing Benchmark report looks at real-world case studies and campaigns, it also dives deep into how organizations are calculating ROI – what costs they calculate as an investment, and how they measure their return. If you’re curious about what others are doing in the marketplace to drive and measure social media success, you’ll want to learn more: http://www.sherpastore.com/SocialMarketingBMR.html
Finally, is it surprising to you that there are so many marketers reporting a high ROI on social media? Why or why not? Let me know in the comments below.