Measuring Not Counting : Finding the Bottom Line in Social – From #IPASocialWorks
Presented by Fran Cassidy
Social is under fire. #IPASocialWorks can help you fight back. Social’s use in marketing communications, customer insight, customer experience and relationship management is entrenched. But the commercial value it really delivers is not.
Over the last 3 years #IPASocialWorks has created a series of Guides to help brands and agencies find robust ways to measure the real value of their social activity. This means :
– measuring impacts and outcomes, not interactions;
– using social listening to help drive strategy not shouting;
– helping customers find the real meaning of customer service and service providers with more effective platforms.
The unique partnership of the IPA, The Marketing Society and the Marketing Research Society gave unique access to the cases and minds from which real best practice was developed.
In this session Fran Cassidy, #IPASocialWorks Project Director and founder of Cassidy Media Partnership will pull together the insights from this body of work with cases from local and global brands; in B2B and B2C; in telecoms, financial services, airlines and fmcg. This session will not only help you take cover from any flak, but fight back and win.