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San Francisco 2016

Finding social media ROI: Using a combination of tools and business practices to make it happen

In the past ten years, companies have gone from “We need to be on social," to “We need to do social well. It’s part of our marketing DNA and we’re connecting it to business outcomes.”

What can social media do for a brand? Social Media can mean many different things to different parts of the organization but we generally see it serving these core purposes: 1) driving awareness, 2) driving pipeline revenue, 3) gathering business and competitive intelligence, and 4) customer support.

Social media tools have evolved, whereby it’s now easier to automate complex processes and also close the loop on measuring ROI. What combination of tools work best, and what business practices are needed in order to make it happen? Knowing this will help you invest more confidently in the right social media programs, and demonstrate how it’s helping drive the business.

Key take-aways from this presentation will include:

  • Designing a KPI framework that connects your main social media-related metrics to a business outcome
  • Pointers on how to best talk to your CMO about social media metrics
  • A campaign pre-launch checklist that ensures you’re able to measure value after the fact
  • Understanding the true dependencies between different stakeholders on your marketing team
  • How to overdeliver on the social media ROI question

Andrew Spoeth
CA Technologies

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