13:15 - 14:15 Part one: Understanding social media analytics
13:15 - 13:35 Measuring the value of social media
Measuring the value of social media continues to remain a thorn in the side of both in-house and agency personnel. A substantial survey published by Adobe and EConsultancy in Sep 2012 showed that lack of analytics was cited as the number one reason for preventing the effective use of social media. But the means to measure social media is closer at hand than many people realise. This session will look at some of the robust techniques now being used to demonstrate the direct and indirect contribution that social media can make to organisational goals.
13:35 - 13:55 Social Media Monitoring in Action
Luke Brynley-Jones and Leon Chaddock will present a pair of real-life social media monitoring case studies involving Barclays Pingit and Kettle Chips. In one scenario, real-time social media analysis enabled the brand to adjust and tailor its product launch, saving money and avoiding potential pitfalls, in the other the brand successfully employed monitoring to gauge the ROI of a major marketing and PR campaign.
13:55 Followed by a Q&A session
14:15 - 15:15 Part two: Social media measurement
Social media appears to be a measurement fanatic's dream. Finally you have a form of communication that appears easy to monitor and, via the digital breadcrumb trail that it leaves, easy to measure. However, not all is as it seems. The rise of software vendors automating vast swathes of content analysis into a one-size-fits-all platform leaves the PR industry facing very real problems. What's it to do - measure what is easy to capture but largely irrelevant or focus on measuring what matters? And if so, how best to do that? In this session, Richard will be your guide on this quest to allow you to make the most out of data-driven public relations.
14:35 - 14:55 How Social Media can play a key role in understanding and influencing Reputation
As guardians of Reputation, PR people need to understand not just how the media are portraying their organisation but also what their audience think. In this session we explore how social media represents an exciting new opportunity for PR people to establish a clear view of how their organisation is perceived and what matters to them.