Comments on: Audience is an Asset

By: RonAmok! » Valuating Your Audience Asset

RonAmok! » Valuating Your Audience Asset — Thu, 04 Mar 2010 15:30:36 +0000

[...] As an executive, think about this for a minute. Here is a brand new venture that flipped a switch and opened a revenue stream of $1.128 million–instantly. Add the fact that it did so without spending a dime on traditional marketing or advertising and we have an interesting case study for our theory that Audience is an Asset. [...]

By: RonAmok! » Advantage: Social Media

RonAmok! » Advantage: Social Media — Tue, 23 Feb 2010 15:58:23 +0000

[...] And lastly, let’s revisit the question asked earlier: “Where did that $426 million go?” Did it just vaporize into thin air? Maybe not. I contend that its value was absorbed into the digital distribution channel, where it sits, waiting for smart companies to take advantage of it…companies that believe that Audience is an Asset. [...]

By: RonAmok! » A Universal Business Case?

RonAmok! » A Universal Business Case? — Fri, 19 Feb 2010 01:00:59 +0000

[...] research has oriented me toward Audience is an Asset–a concept that an audience built through social media channels is a corporate asset with real [...]

By: David Meerman Scott

David Meerman Scott — Fri, 08 Jan 2010 22:27:14 +0000

Ron – this is definitely an interesting concept and certainly worth digging into. Lot's of work, but worth it I would say.

By: Tom J

Tom J — Sat, 14 Nov 2009 22:45:31 +0000

Ron – I really liked this article. I'd never thought of the “business” of a brand or audience like this. You opened my eyes! Thanks.

By: Tom J

Tom J — Sat, 14 Nov 2009 15:45:31 +0000

Ron – I really liked this article. I'd never thought of the “business” of a brand or audience like this. You opened my eyes! Thanks.

By: Wendy Troupe

Wendy Troupe — Thu, 12 Nov 2009 11:24:28 +0000

Hi Ron, you should trust your intuition because I am also on the same page when it comes to social media ROI. As we know, social media has a cumulative value effect and therefore any investment is best tracked on a balance sheet. Like you said, social media also improves other online and offline channels such as advertising, SEO and web traffic, it often can lead to a transaction. When value and action are combined into a ROI calculation, you can get the true measure of your competitive differentiation.

By: ronploof

ronploof — Wed, 11 Nov 2009 22:15:46 +0000

Absolutely, Paul! Not all audiences are created equal. Some will indeed be more valuable than others.

By: Paul Baiguerra

Paul Baiguerra — Wed, 11 Nov 2009 19:26:17 +0000

it's mean to say 'if you could factor in action' – doh

By: Paul Baiguerra

Paul Baiguerra — Wed, 11 Nov 2009 19:24:42 +0000

Ron I think you are onto something here. Another thought, would you see an incremental increase in value over time for a particular 'fan'? i.e. loyalty increases the asset value. You could probably argue that an engaged audience that hangs around is worth more than a casual fan especially of you could then factor in account (commenting, wall messages, link passing) Of course measuring this gets tricky – but you've done a good job so far so why not have a crack? he he