Chinwag Live: Show Me the Money: Where's the ROI in Social Media?
With social media marketing now becoming mainstream, we see the move beyond the hype and experimentation to best practices and consolidated learning. And perhaps more importantly businesses are now asking the question - where is the money is in social media?
The growth and evolution of social media tools allows us to measure many elements of behaviour, emotions and financial impact, and even to a near real-time degree. With this measurement and tracking that is supposedly social media’s strength, can it truly point us in the direction of how to make money using social media?
As businesses review their rationale behind measuring social media we ask - what measurements are most productive in terms of getting social media strategy to impact the bottom line? Is return on engagement an important consideration when considering ROI and over what timeframe? Does social media marketing require a longer-term view?
What tools, or consequently what elements of social media should we be looking at to optimise our marketing spend? Are they pointing the way to the most cost effective marketing channels? Or do we just prefer the fact that we can measure our twitter followers, blog readers and content hits, regardless of its true effectiveness?
And perhaps lastly we should ask - Is effective measurement critical to effective marketing strategy?
Join us as we explore these challenges, come armed with questions, opinions and get involved in the debate.
Photographic evidence from the event, if you've got photos you'd like to add, let us know.
Luke Brynley-Jones - Founder & CEO, Our Social Times
Back in 2001 Luke co-founded the UK's first social networking consultancy, advising clients such as British Airways and the YMCA on how to facilitate online interaction with and between their customers. In 2005 he launched etribes, the blogging and photo-sharing network, and in 2007 he managed the design and development of Trutap, the popular mobile social network. In addition to Our Social Times, Luke recently set up School for Startups with ex-Dragon Doug Richard. With School for Startups. He also teaches Social Media Marketing and Social Media for Business for the University of Essex.
Robin Grant - MD, We Are
Robin is a 13 year veteran of digital marketing, consistently producing effective and award winning work for the world's biggest brands (amongst many others, he's the proud owner of D&AD, Clio, One Show and NMA Effectiveness awards). He started blogging in '97 and after a stint as Product Development Director at Habbo, he's created conversational marketing campaigns for Eurostar, Shell, GlaxoSmithKline, 3, Canon, STA Travel and Skype. A founding member of the governing council of WOM UK, the UK's Word of Mouth Marketing Association, his blog, Advertising 2.0, can be found on the Brand Republic website. He recently founded We Are Social to help brands listen to, understand and engage in conversations in social media.
Marshall Manson - Director of Digital Strategy, Edelman
Mark Rogers - CEO,
Mark Rogers is the co-founder of online monitoring and response specialist Market Sentinel. Market Sentinel's proprietary software mathematically measures who has influence in a brand or concept, allowing marketeers and communicators to understand their marketplace and to maximise their marketing spend. Since its foundation in 2004 Market Sentinel has acquired a number of UK and International blue chip customers including Yahoo! Europe, BUPA, Intuit, Land Rover Jaguar Cars, the BBC Trust, Hyundai, Avis, GSK, Bacardi, Cadbury and Experian.
Previously Mark was a TV producer with credits as diverse as The Money Programme and Crimewatch, before he became co-founding commissioning editor BBC Online and co-founder Amazon.com Anywhere. Publications include: “Search is Brand” (June 2005), “Measuring the influence of bloggers" (December 2005) and "Responding to crisis using social media" (April 2007).
Geoff Watts - Founder,
Seeing a new opportunity to refine the art of fashion and trend forecasting with data analysis, Geoff Watts co-founded Stylesignal in 2007. After starting as a consultancy, Stylesignal has launched a series of products that save businesses time and money, showing what their customers want to buy in real time.
Over the past 15 years, Geoff has been involved in developing new ways to mine data for large multi-nationals including FIAT, data mining and media monitoring for the Parliament of Western Australia, developing motorsport timing equipment and software, and in 2002, Geoff co-founded Eatinperth, an early food, wine and restaurant social website.
(Chair) Andrew Gerrard - Owner/Consultant, d-marketing
Andrew Gerrard is a Social and Digital Media Consultant, helping businesses and organisations understand and participate in the relationships and converting them through social and digital channels into mutually profitable long-term benefits.
With over 20 years in the digital, online and social media industries, Andrew brings with him a wealth of strategic insight and tactical knowledge. His experience in social media spans several decades, from creating marketing services and revenues for online communities with CompuServe and AOL in the nineties; launching LunarStorm, a major social network for the youth market, in 2005. His career also spans senior marketing and business development roles with Microsoft, Epsilon and DoubleClick; and he is a founder member and former Director of the Internet Advertising Bureau (IAB). Andrew is a regular speaker and maintains a visible and active role in the social and digital media industries.
6:30pm Welcome from Event Producer
6:35pm Chair’s Introduction
6:45pm Panel Discussion
7:20pm (approx.) Open Q&A / discussion with the audience
8:15pm (approx.) Closing Remarks
8:20pm onwards: Informal Networking
About Social Media Week London
Social Media Week is an annual conference that takes place simultaneously in multiple cities around the world. The aim is to identify and advance uses of social media in the corporate, public and non-profit sectors.
The second annual conference takes place between February 1st - 5th, 2010 simultaneously in New York City, Berlin, London, San Francisco, Toronto and São Paulo. The
five day conference will explore the profound impact that social media
has on culture, business communications and society at large.
The week-long, international Social Media Week conference is designed as a series of localized events, which city partners are responsible for organizing. Over the course of the week and in each city, programs will span a variety of formats, ranging from talks, presentations and panel discussions, to interactive workshops, seminars, networking events and drinks receptions.
Social Media Week: London's City Partner is Chinwag
The Chinwag community is a focal point for digital media practitioners in the UK and beyond. We aggregate expertise, fact and opinion, and act as a connecting rod for ideas and talent across the new media industries...