Comments on: Social Media Case Study: PowerWatch http://www.ionadas.com/188/social-media-case-study-powerwatch/ Search Engine Optimization and Social Media for Local Businesses Wed, 08 Sep 2010 06:38:24 +0000 hourly 1 By: Rick Brennan http://www.ionadas.com/188/social-media-case-study-powerwatch/comment-page-1/#comment-5 Rick Brennan Fri, 10 Jul 2009 13:43:40 +0000 http://www.ionadas.com/?p=188#comment-5 I've also seen this happen with varying degrees of success. Another forum I belong to is named after a particular product we all enjoy using. It is not backed by the manufacturer, but their head of marketing is a well known presence on the board. Unfortunately, unlike for you Brian, his upper management is primarily reactive, so they only jump when bad comments arise rather than take into consideration the suggestions to help steer their marketing and product line. I’ve also seen this happen with varying degrees of success.

Another forum I belong to is named after a particular product we all enjoy using. It is not backed by the manufacturer, but their head of marketing is a well known presence on the board. Unfortunately, unlike for you Brian, his upper management is primarily reactive, so they only jump when bad comments arise rather than take into consideration the suggestions to help steer their marketing and product line.

]]> By: Brian Combs http://www.ionadas.com/188/social-media-case-study-powerwatch/comment-page-1/#comment-3 Brian Combs Tue, 30 Jun 2009 12:50:53 +0000 http://www.ionadas.com/?p=188#comment-3 That's a great question, but one I can only really answer based upon inaccurate assumptions as I wasn't tracking time. The time investment was certainly non-trivial. I probably spent five or six hours a week on PowerWatch. Measured over the eighteen months or so between when PowerWatch was created and Apple shut down the licensing program, it was probably a $10k investment just on my time. The return, however, was certainly many times that, although I don't have the numbers to back it up. What made the difference, IMHO, was the executive backing. Interacting with this site was 12% to 15% of my job for a year and a half. If the executive hadn't been on board, I never could have allocated that much of my time to it. That’s a great question, but one I can only really answer based upon inaccurate assumptions as I wasn’t tracking time.

The time investment was certainly non-trivial. I probably spent five or six hours a week on PowerWatch. Measured over the eighteen months or so between when PowerWatch was created and Apple shut down the licensing program, it was probably a $10k investment just on my time.

The return, however, was certainly many times that, although I don’t have the numbers to back it up.

What made the difference, IMHO, was the executive backing. Interacting with this site was 12% to 15% of my job for a year and a half. If the executive hadn’t been on board, I never could have allocated that much of my time to it.

]]> By: Brian Massey http://www.ionadas.com/188/social-media-case-study-powerwatch/comment-page-1/#comment-2 Brian Massey Tue, 30 Jun 2009 00:55:56 +0000 http://www.ionadas.com/?p=188#comment-2 While I don't think traditional measures of ROI are necessarily applicable, would you say that this "social marketing campaign" was relatively expensive or inexpensive given the number of people it influenced? People tend to say that social media isn't expensive because there's no media to buy. But the hours required have a real cost. While I don’t think traditional measures of ROI are necessarily applicable, would you say that this “social marketing campaign” was relatively expensive or inexpensive given the number of people it influenced?

People tend to say that social media isn’t expensive because there’s no media to buy. But the hours required have a real cost.

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