Social media networks, blogs, forums and other online communities give brands an incredible opportunity to manage their reputation and promote their products and services. Although most businesses recognize the value of engaging in social media, they struggle to justify marketing spend on these platforms in terms that resonate with executive management. While many brand marketers understand the importance of measuring Return On Marketing Investment (ROMI), the task is often viewed as complicated and time consuming. Many are not aware of the new tools and free resources that are readily available to monitor, measure, and demonstrate the value of their effort through key performance indicators (KPIs) that go beyond traditional revenue generation.
In this session, Sandra Fathi, president and founder of Affect Strategies, a public relations, marketing and social media firm, will demonstrate how to monitor, measure and track the success of online campaigns by creating a Simple Media Measurement Matrix that can be used to track performance across all platforms and compare them over time. Sandra will provide real-world examples of B2B and B2C campaigns including Regus, Omni Hotels & Resorts, Caron Treatment Centers and Absolute Software.
Sandra has spent the past 15 years helping technology companies achieve their communications goals. A celebrated speaker and active contributor to PR industry publications, Sandra’s genius is turning emerging communications tools into practical, useful strategies for clients with tangible ROI.
Prior to founding Affect Strategies in 2002, Sandra led corporate communications and investor relations for RADVISION, a provider of video conferencing infrastructure products. Earlier in her career, she was on the technology team at Edelman Public Relations Worldwide, where she specialized in the networking, telecommunications, computer hardware, software and Internet business verticals. While at Edelman, some of Sandra’s clients included Ericsson, EDS and Microsoft.
Sandra joined Edelman from Nokia, where she led marketing teams in the company’s multimedia display products division. She also provided consulting services for Nortel on marketing the company’s first VoIP product line and oversaw global marketing efforts for VCON, a video conferencing company.
She began her career as a reporter at People & Computers, the Israeli affiliate of IDG and Ziff-Davis, and was instrumental in bringing the Internet World conference to Israel.
Sandra is the current chair of PRSA’s Technology Section and the New Media and Technology Committee Chair for PRSA NY. Her commentary has appeared in PR Week, Marketing Profs, Bulldog Reporter and DM News, and she has speaks frequently at industry events.
A New York native, Sandra attended New York University and graduated from Hebrew University of Jerusalem with a degree in International Relations.
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