is part of
Media Week London
by Chinwag, it's made possible thanks to our sponsor Market Sentinel
Sorry this event is now full, the good news is that there's
plenty of other events during the week that still have space, check
out the updated
Social Media Week London events list.
Measuring Social Media 2011 combines an Ask the Experts
Clinic - a panel session that explores
the current metrics landscape with valuable insight what's around the
corner, plus lunch and a spot of
networking at The Guardian's offices in King's
Cross. Market Sentinel will also be offering, by appointment
only, one-on-one time with their leading social
media measurement experts.
In 2008 when we held our first discussion on Measuring Social
Media, the first generation of social networks and their
exploding userbase provided more than a handful of
challenges when it came to measurement. Fast-forward three years
and the metrics landscape has changed beyond recognition. Not
only has Facebook, Twitter, Linkedin and hundreds of other social
platforms become part of our everyday lives, but so have the tools
available to analyse and measure their impact.
This session looks to answer the key questions in measurement and
monitor of social media including:
are the practical measurement issues facing brands monitoring
can one evaluate the different language of the general web
(message boards and blogs) as against Facebook and Twitter.
What works best where?
are brands like Bushmills, Cadbury and Carphone Warehouse
using social media to forecast consumer behaviour and evaluate
the benefits of marketing and business initiatives?
are people shunning search engines and using LinkedIn, Twitter
or Quora to get information? What does it mean for brand owners?
10.45am - 11.45am: Ask the Experts Drop-In Clinic
(Even though this is a drop in event please indicate
your interest in this when you register).
12.00pm - 12.45pm: Lunch
12.45pm - 2.00pm: Panel session and case studies
(Please tick the checkbox when you register, and you'll be
contacted to arrange a session)
10.45 - 11.45 Ask the Experts Drop-In
Clinic begins – An informal drop in clinic for
brands, agencies and SME’s to get the opportunity to see
some of the latest measurement tools in action and ask an expert
for advice. Even though this is a drop in event please indicate
your interest in this when you register.
Mark Rogers, CEO of Market Sentinel
Catriona Oldershaw, Managing Director of Synthesio UK
Giles Palmer - Founder/CEO,
Andrew Grill/Craig Gordon - Visible Technologies
(see bio's below)
12.00 -12.45 Networking buffet lunch
12.45 – 2.00 Panel Session and case
studies - This session brings together the
leading experts in measuring social media to look at the current
best practices in social media metrics combined with an insight
into what the future might hold. Looking at practical issues of
how best to measure ROI, reach vs influence, what constitutes
campaign success, forecasting social media impact and how best to
tackle the myriad of options for monitoring both
user's interactions and conversations.
The panel will also share their insight into how the the emerging
technologies of semantic analysis, sentiment analysis and
behavioural targeting can provide deeper audience insight. This
new world opens up a range of possibilities for pre- and post-campaign
analysis. It's now possible to measure the impact of campaigns
and customer conversations on social media directly, and the
impact of digital and traditional marketing across social networks.
2.30 - 4.30 One-to-One Sessions with Market Sentinel
These bookable clinics provide an opportunity for some free
advice on your specific issue. Market Sentinel specialises in
turning online conversations into insights. Market Sentinel's analysts
use technology and experience to help brands and agencies find answers
to tricky marketing questions. In the Market Sentinel labs,
developers are continually working on new tools and technology to help
make sense of the social web.
You might want to know what really fuels conversation about hair
care to inspire your next creative. What do consumers really think
about your customer service? When people talk about your brand, what
is the tone and what is the context? Who are the most vocal opinion
leaders on whisky? Are they truly influential? (How should you score
influence anyway?) Most importantly, how should you engage with them?
Indicate your interest when registering and the team will drop you
a line to confirm your session.
Mark Rogers is the co-founder of online monitoring and response
. 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).
Smith has been producing global research in the social media and
online space since 2005. He started Trendstream and the
GlobalWebIndex tool to provide the most detailed exploration of
internet adoption, attitudes and motivations ever compiled.
Previously Tom worked at Universal McCann where he produced a series
of research called Wave that tracked social media adoption over time.
The GlobalWebIndex is an online tool created for agencies,
marketers and internet professionals that enables them to understand
their target audience, business category and market trends wherever
they are in the world. The tool is currently populated with the most
detailed set of research data ever compiled from 3 waves of data
from July 2009, January 2010 and September 2010, covering 51K web
users in 18 countries. In 2011 this will expand to 3 sets delivered
in February 2011, June 2011 and October 2011, covering 26 key online
markets and 90K consumers. The data set focuses on consumer web
behaviour and adoption across browser based technologies and
packaged web platforms, social media adoption and impact, attitudes
and motivations towards the role of the internet, perception and
needs for brands online and the models for content delivery and monetisation.]
Matt Rhodes, FreshNetworks -
Having worked on more than 40 online communities, Luke is one of
the UK’s most experienced social networking experts. Back in
2001 he co-founded the UK’s first social networking consultancy,
advising clients such as British Airways and the YMCA on how to
facilitate online interaction between their customers. In 2005 he
co-founded etribes, the blogging and photo-sharing network, and in
2007 joined the popular mobile social network, Trutap, as Head of
Product. In 2009 he set up Our Social Times, the social media
marketing blog and consultancy.
Other speakers to be announced
Drop-In Clinic Expert Bios
See above for Mark Rogers, CEO of Market Sentinel
Catriona is an award winning digital marketer tasked with
spearheading Synthesio’s growth in the UK market. She works
with brands and agencies to formulate listening and engagement
strategies that deliver real Social Intelligence: insights which
can be used to make better business decisions. She is also working
with brands on One Voice of the Customer projects, where customer
comments harvested from the web are analysed alongside comments
from surveys, call centre call logs etc to help brands to think
more like their customers.
Giles Palmer - Founder/CEO, Brandwatch
Giles is the founder and CEO of Social Media monitoring
company Brandwatch. After leaving Sky Interactive ten years ago,
Giles used his foundation in business and tech to build
Brandwatch. The enterprise has since grown from a local search
engine to one of the world's leading Social Media Monitoring
companies. Brandwatch now serves businesses across the globe from
FTSE 100 companies to SMEs in helping them to understand, grow and
utilise their online audiences. Giles also serves on the
Industrial Advisory Board for Sussex University as well as the
Social Media Committee for the Chartered Institute of Public Relations.