Social Mobile Metrics Track [SMM]

Toronto, April 26-29, 2011

Investment in social media and mobile applications and websites continues to grow requiring new resources, tools and ongoing education. But how do we measure value and when is the investment costing more than the return? How do we attribute sales to social or mobile activity? In this track industry leaders provide expert advice on how to establish relevant social and mobile metrics that indicate value:

Friday April 29th • Social Mobile Metrics [SMM]

11:00 – 12:00

[SMM-2] Measuring Mobile: Sites, Apps and Impact Dufferin

Elizabeth Zalman, Co-founder, Media Armour
Mark Wright, Marketing Director, Adenyo
Moderated by: Simon Austin, Manager, Digital Analytics, RIM

Instant access, instant gratification and instant response is in your customers' pocket... but how do you measure the wide variety of ways people can use a mobile device to shop, compare, buy and seek service? While it appears that "The year of mobile marketing" has finally arrived, it brings new challenges, choices and questions: Do you invest in the mobile web or in mobile apps? Can you afford to test both? Which will have more impact on your business? Is your mobile strategy aligned with your business goals? Our panel of mobile marketing experts debate the dependability of measurement processes and technologies that are required before BIG investment will be made by BIG advertisers. Hear about mobile measurement practices, techniques and tools and bring your questions.

3:30 – 4:25

[SMM-5] Social Media Metrics City Hall

Simon Austin, Manager, Digital Analytics, RIM
Christopher Berry, VP Measurement Science, Syncapse, and WAA Research Committee
Moderated by: Jim Sterne, Author, Social Media Metrics and Founder eMetrics

Blogs, Facebook, Twitter and Foursquare - it's enough to make you want to either jump in and play without regard for metrics (experimentation is good!) or simply stick to your knitting and do the best you can with the traditional media you have. In this two-part session Simon Austin, Manager, Digital Analytics, RIM shares his experience, tips and recommendations on measuring the success of social media at RIM; while Christopher Berry, WAA Research Committee, shares surprising third party research findings on Social Analytics.