How to Measure the Effectiveness of Social Media Campaigns
Evaluating the business impact of social media campaigns
Thursday 4th February
09:00 to 17:00
Aviva Stadium, Corporate Box
This session is for those involved in planning and reporting on social media activities, who are keen to know more about how to effectively measure the results.
There is no shortage of material on the web that offers guidance for measuring social media activities. However, little stands up to robust scrutiny. The metrics are inconsistent, the methods can be misguided and social strategies are not always linked to overall business and marketing objectives.
As the importance of social grows, there is a mounting need to evaluate it with the same rigour as that applied to more traditional channels, and with metrics that take an integrated, as opposed to channel-specific, approach. In light of this, the IPA, IAPI’s UK sister organisation,
The UK Marketing Society and the UK Market Research Society launched a joint initiative in 2015, #IPASocialWorks, to identify good practice in social media effectiveness and measurement. More info on that initiative here and here.
The group behind the project have spent the last year researching how to identify campaign returns, which leads to a viable ROI. To coincide with publishing their findings in The Guide to Measuring not Counting: How to evaluate social media for marketing communications*, the co-authors will be running a one day workshop which will offer practical guidance on how to plan and measure the impact of social in an integrated campaign, how to address measurement challenges which arise from its dynamic and interactive nature, and identify what data to focus on.
What the course will cover?
The workshop will combine structured sessions and interactive working sessions.
Key takeaways from The Guide to Measuring not Counting: How to evaluate social media for marketing communications will be covered
- IPA case studies
- Why measuring social is hard
- Working with the five point plan for baking in measurement
- A taxonomy of metrics
- Approaches to measurement
Who is the course aimed at?
This session is for those involved in planning and reporting on social media activities, and are interested to know how to effectively measure the results.
Who runs it?
This day long workshop will be led and facilitated by one of the authors of The Guide to Measuring not Counting: How to evaluate social media for marketing communications Fran Cassidy of The Cassidy Partnership and Celina Burnett, Partner at Gain Theory.
Fran Cassidy has had over 25 years’ experience in the marketing sector- in agencies, as a client, and as a media owner. For 12 years she was Marketing Director of Carlton Television, part of the ITV network. She has also been Head of Marketing for major outdoor and cinema advertising companies. For the last 10 years she has run an independent marketing and research consultancy specialising in online and of line media, marketing services and the entertainment sector, across Europe but also in US, Asia and Latam.
She is a professional researcher. Fran is a Board Director of The Marketing Society in the UK. She also regularly chairs professional development courses and produces many events, including the Marketing Society’s Annual Conference.
Fran was one of the founders of the #IPASocialWorks project – the subject of this workshop and has been working on the project for over 18 months.
Celina Burnett is Partner at WPP marketing foresight consultancy Gain Theory, leading their digital and social media practice. She has worked with major brands including Sony Pictures, the BBC and LOCOG to develop effective digital marketing strategies and targeted engagement to drive measurable results. Prior to Gain Theory, Celina worked with Deloitte Digital and with social media consultancy NM Incite, a Nielsen-McKinsey Joint Venture.
*Participants will receive a copy of the publication as part of this day.
A max of 30 places available