Presented by Joel Don, Comm Strategies, at the 7th Annual Marketing & Sales Summit
The marketing and public relations industry continues to focus on developing solutions to meet the challenge of delivering valid program measurement and proof of ROI. Prior to social media, professionals relied on totaling column inches, estimating media impressions, counting mentions, eyeballs and visits, and proffering the highly controversial (and mostly discounted) advertising equivalency values. These approaches will continue to wane with the ongoing disruption of traditional media channels. The new media revolution coupled with the rapid growth of social platforms, tools and services (many at little or no cost) have ushered a new set of metrics into the ROI equation.
The presentation will review current thinking on measurement, and examine options and challenges to delivering valid social media ROI. From a budget perspective, analytical tools that are low cost or free will be compared to full-blown paid services such as Radian6 and Sysomos. The objective of the presentation is to enable marketing and communications professionals to implement measurement systems or approaches that can help an organization better understand how social media tools and strategies deliver results to the business bottom line. Examples will be offered from well-document ROI cases from large, recognized brands. Perhaps more important, the presentation will cover how lesser known small and medium-sized businesses can scale social media ROI to justify the implementation of customer engagement and conversation strategies.
More info: http://marketingsalessummit.com/social-media-roi-piecing-together-the-measurement-conundrum/