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Social Media Metrics

Washington DC, October 3-7, 2010

Blogs, Facebook, Twitter, consumer generated content, mobile, video - 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, understanding how to determine the value of all these emerging media has become central to a properly run marketing department.

Monday, October 4 • 11:00am – 11:50pm • Social Media Metrics 1

Social Media Metrics Framework Faceoff

Shonali Burke, Principal, Shonali Burke Consulting
Seth Duncan, Research and Development Director, Context Analytics
John Lovett, Senior Partner, Web Analytics Demystified

Should you use sociological, psychological and consumer behavior theory to segment, classify and measure consumers' buying stages relative to corporate media strategy? Seth published an in-depth paper for the Institute for Public Relations entitled, "Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes: A Methodological Approach". John, a former Forrester Research analyst and now web analytics consultant, shares the social media framework he co-authored with Jeremiah Owyang from Altimeter. Both of them are put on the spot by Shonali, one of PRWeek's Top 40 Under 40 PR Pros. Do formal methodologies stand up to close scrutiny in the face of hands-on, real life experience?

Monday, October 4 • 4:25pm – 5:15pm • Social Media Metrics 2

Measuring the Value of Social Media

Gary Platte, Web Analytics Specialist, Michigan Economic Development Corporation

Michigan Economic Development Corporation needed a way to assess the value of their Pure Michigan tourism campaign. Gary reveals how he complemented behavioral metrics with satisfaction measurement to profile the social media behavior of site visitors. He also shows how they measured visitor satisfaction with Facebook and Twitter sites. Gary describes how they answered some critical questions such as:

  • What are the intentions and satisfaction of social media consumers?
  • How do they differ from our website visitors?
  • What is the quality of engagement with Pure Michigan social media tools and why do they engage?
  • What is the demographic profile of our social media users?

Monday, October 4 • 5:30pm – 6:15pm • Social Media Metrics 3

Assessing Online Community Management

Anna O'Brien, VP Social Media, Citibank
Jamie Pappas, Enterprise 2.0 & Social Media Strategist, Evangelist & Community Manager, EMC Corp

The business value of social media is more than just listening. Contributing is more than just interjecting corporate comments and ideas. Engaging with any online community requires unique social skills. A community manager is the linchpin of a vibrant group. They are the instigator and catalyst of conversations. Like a gracious host, they are essential to encourage dialogue, initiate new discussion topics, make introductions and smooth over the jagged edges of social interaction. As organizations recognize the need to add this new role to their employee roster, the question follows, how does one assess their effectiveness? How do you measure the success of a community manager? Anna, from financial services powerhouse Citi and Jamie of technical powerhouse EMC will offer philosophy, strategy, tactics and a large dose of reality.

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