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Social Media Marketing Metrics

San Francisco, March 13-18, 2011

Blogs, Facebook, Twitter, Foursquare, consumer generated content, - it's enough to make you want to either jump in and play without regard to metrics (experimentation is good!) or simply stick to your knitting and do the best you can with the traditional media you have. Neither of these is an option. With marketing dollars so tight, it is critical to determine the value of all these emerging media. From reach, frequency and awareness to sentiment analysis and influence graphing, this track is guaranteed to be the most tweeted.

Moderator: Michele Hinojosa

Monday, March 14 • 11:00am – 12:00pm • Social Media Metrics 1

Measure What Matters to Your Business

Katie Delahaye Paine, CEO, KDPaine & Partners

Today, what matters to your business is the relationships you have with your customers, your suppliers, your investors, your partners and your employees. Whether you work for a Fortune 500 international powerhouse or run a local nonprofit, building, managing, and measuring those relationships are fundamental to your success and the success of your organization. Our definitions for success have changed irrevocably in the last few years. Success is longer Reach or Frequency, Impressions or "Hits - none of those are easy to determine in this new space. Success is no longer how many people you reach, but what those people to do for your organization. In this session, Katie provides concrete methods to measure those formerly "intangibles" in business - engagement, relationships and the impact of social media. She reveals how to establish your personalized engagement gauge and how to define a "kick butt" program.

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Monday, March 14 • 4:00pm – 4:50pm • Social Media Metrics 2

Social Media Metrics Management

Scott Calise, Senior Manager of Digital Research for the Entertainment and Games, MTV Networks
Steve Furman, Director, E-Business, Design, Customer Experience and Social Media, Discover Financial Services
John Lovett, Senior Partner, Web Analytics Demystified

There's a practical side of assigning responsibilities, creating chains of command, and digging value out of data. Scott shares his experience of calculating the value of traffic from blogs, Twitter and social networking sites to help MTV content and production teams with their plans and their goals. Steve reveals how he builds bridges and breaks silos to align social media stakeholders across marketing, communications, PR, sales, IT, legal, customer service, and others. Learn how to position social media and leverage it within an organization. John relates the insights he published in his white paper, "Social Marketing Analytics: A New Framework for Measuring Results." If you need to get a handle on the management of social media metrics (and you do), don't miss this session.

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Monday, March 14 • 5:00pm – 6:00pm • Social Media Metrics 3

Sentiment Analysis, Ready for Prime Time?

Gary Angel, President and CTO, Semphonic
Micheal D. Healy, Web Analytics Consultant, MichaelDHealy.com

It's great that your name is being mentioned by friends and fans but it’s also being mentioned by those who are neither. It's your job to note if those people are saying sad things, mad things, or bad things. Do we have the technology to determine if "I'm overwhelmed" is positive or negative? Do we need to get that specific to get value? Join our panel, who bring experience from non-profit, financial and technology, as they do their level best to explain verbally - and with pictures - and in person - just how hard it is to decipher text, how indispensable sentiment analysis can be to an organization and how critical it is anyway.

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Additional Tracks:

Web Analytics Fundamentals
Web Analytics Advanced
Media Optimization Track
Deep Data Diving
Mobile Marketing Metrics
Marketing Analytics
B2B Lead Gen Metrics
In a Class By Itself
Marketing Optimization Clinics
eMetrics Marketing Labs
Roundtable Discussion

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