Listening tools can help companies determine social media ROI in terms of real financial impact. But this only works if consumer sentiment is part of a more holistic marketing mix model.
In 2012, Red Bull attempted to bring its slogan “Red Bull Gives You Wings” to life. An estimated eight million people watched live on YouTube as skydiver Felix Baumgartner became the first person to break the sound barrier in free fall, jumping 39 kilometers to earth from a stratospheric balloon as the culmination of Red Bull Stratos, a seven-year brand-sponsored project.
via Social Media and the Marketing Mix Model | INSEAD Knowledge.
