ROI - Measurement

According to Measure What Matters there are 7 steps to perfect measurement. I will correlate these steps with how GM could use these steps and how they would measure ROI.

Step 1 - Define your goals an objectives: Why are you launching this plan or pursuing this strategy? What is the "R" in the ROI that you are seeking to measure?
For GM the goals that would be targeted by this campaign would be to become thought of as the leader in the alternate energy transportation within 2 years. The return would be to surpass Toyota and Nissan in the marketplace in both reputation and market share.

Step 2 - Define your Environment, your audiences, and your role in influencing them.
The defined environment would be most social media such as Twitter, Facebook, and YouTube. The target audiences would be those that have shown interest in prior GM products and are actively looking for a new car. By targeting this group you are trying to maintain your loyal base customers and by using social media you can reach associated people as well that would be influenced by the purchaser.

Step 3 - Define your investment: What will it cost? What is the "I" in ROI?
This is a bit unknown in actual dollars since I am not actually a part of GM. It is however suggested that 5-7% of the budget should go to measuring the program.

Step 4 - Determine your benchmarks
There should be a benchmark created compared to the current market share of the competitors as well as the opinion rating of each. These can be compared to later data for evaluating growth.

Step 5 - Define your key performance indicators: What are the metrics you will report with?
The metrics that will be defined would be the growth of the market share as well as the overall growth of market. Also would be the approval ranking of the company in the segment compared to competitors.

Step 6 - Select the right measurement tool and vendors and collect data
The specific tool used for evaluation would depend on the exact medium and the data needed by management. This is inconclusive since I am not a part of the company.

Step 7 - Turn data into action: Analyze data, draw actionable conclusions, and make recommendations.
This step would be evaluated at a periodic time frame that would allow for comparisons of the growth and effectiveness of the campaign.