In Social Media, ROI = Return on Interaction + Return on Influence


How to measure the success of Social Media has been a huge problem in this industry for quite a while. There is a consensus that the number of fans/likes on Facebook or of followers on Twitter is too weak an indicator, but the alternative metrics are still rare: No golden standard has emerged yet.

This presentation by 22squared on Return on Investment (ROI) in Social Media is the best I’ve seen in a long time. One of the few really good ones, really, as it backs up the main claims with data. Since you read this blog, the core finding won’t really be a surprise to you: Social Media engages customers and stakeholders, leads to interactions and eventually even to increased sales. (The latter part being the least important here.) It’s certainly good to have a decent study to back this up.

The key idea is to factor in non-financial benefits of Social Media engagement, too: Return on Investment = Return on interaction + Return on influence.

(via WeAreSocial)

Presentation: Internet und Politik


Today I gave a presentation on internet and its role on politics at ISWA. In the talk I’m laying out the basics of online politics: social networking, new rules of engagement, and a (very brief) view on the state of the political web in Germany. It’s all in German, so I’ll just post the presentation without any further comment.

As always, looking forward to your feedback!

Update: It looks like Slideshare ate some of the images in the presentation. Will repost a new version soon.

re:publica 09 (Day 1, Photos)


Day 1 of re:publica is over. I spent most of it inside the bus-turned-video studio of Blogpiloten taping interviews with the web folks and had a blast doing so. Also, I decided not to take a laptop at all and just took my trusted camera instead, and here’s some results of day 1. Enjoy!

You can see the rest of the photos in this Flickr set “re:publica 09”. All photos are licensed under Creative Commons (by-nc-sa).

eCommerce (the New School of…)


At Barcamp Hamburg, I saw Stefan Betzold of Pier314 prese these slides. Stefan shared insights about the new school of – or rather: some trends in – eCommerce. Namely, the trend is to move away from one centralized shop on a company’s website towards a more decentralized approach that works through widgets, rich banners and organic/viral distribution (aka atomization). Pretty good stuff, I’ll definitively have to check out the individual examples he mentioned.