Measuring Social Media 2011, sponsored by Market Sentinel

hosted by SMW London

The Scott Room, Guardian News & Media

Start: Friday, 11 Feb 2011 10:45

End: Friday, 11 Feb 2011 16:00

  • Measuring Social Media 2011

    This event is part of  Social Media Week London , organised 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:
    • What are the practical measurement issues facing brands monitoring social media?
    • How can one evaluate the different language of the general web (message boards and blogs) as against Facebook and Twitter.  What works best where?
    • How are brands like Bushmills, Cadbury and Carphone Warehouse using social media to forecast consumer behaviour and evaluate the benefits of marketing and business initiatives?
    • Why 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
    2.00pm - 4.00pm:     One-to-one’s with Market Sentinel - by appointment only.
    (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, Brandwatch
    • 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.
    Speakers include:
    Mark Rogers, Market SentinelMark Rogers, CEO of Market Sentinel 
    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 Anywhere. Publications include: “Search is Brand” (June 2005), “Measuring the influence of bloggers" (December 2005) and "Responding to crisis using social media" (April 2007).
    Tom Smith, CEO of GlobalWebIndex
    Tom 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 -
    Luke Brynley-Jones, Influence PeoplChair: Luke Brynley-Jones, Influence People
    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 Oldershaw, Managing Director of Synthesio UK
    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.
    Andrew Grill/Craig Gordon - Visible Technologies
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