New media has made new forms of marketing measurement possible. But many organizations are still unsure of how to evaluate legacy metrics like impressions, clicks, leads and revenue against the new reach, interaction and impact metrics native to the new generation of digital consumer/brand interactions. In this workshop, we’ll examine how social media metrics are evolving, how leading brands are approaching the many challenges of social media measurement and which blend of quantitative and qualitative data can best illuminate online relationships. This session is for hands-on marketers seeking to tie new media programs into larger cross channel campaigns and strategic business objectives through metrics and analysis. Expect to get templates, frameworks and how-to techniques applicable to companies big and small.
Margaret Francis is the acting Product Manager for CoTweet at ExactTarget and the former Vice President of Product at Lithium Technologies/Scout Labs, where she led development of the social media insight and analytics platform. As former Director of Strategy at Razorfish, Ms. Francis developed marketing and technology strategies for Fortune 500 companies and led cross-functional teams to deliver cutting edge web sites and digital marketing programs. Ms Francis’ clients have included major brands such as Netflix, Coca-Cola, Visa, Nike, Apple, Citibank and Disney. She is a graduate of Yale University and SFAI and a frequent speaker on the topic of social media metrics and their integration into marketing program measurement.
Susan Etlinger is an industry analyst at Altimeter Group, where she works with global companies to develop both social media listening and measurement strategies that support their business objectives. Susan has a diverse background in marketing and strategic planning within both corporations and agencies. She’s a frequent speaker on social media and analytics and has been extensively quoted in outlets including Fast Company, BBC, New York Times and The Wall Street Journal. Find her on Twitter at @setlinger and at her blog, Thought Experiments, at susanetlinger.com.
Blake Robinson is a digital analyst and technologist focused on startups, emerging technologies and new media. While working with Attention and MWW Group, he quantified digital initiatives for brands ranging from Avon to Samsung. You can find him on Twitter @Blake and Google+ at @Blake and http://Blakepl.us