Social Media Masters Workshop: Social Media Monitoring and Measurement – Understanding How To Turn Data Into Business Insights

Posted on 11. May, 2011 by kristie in Announcements, Masters, Workshops

Cities Offered: Los Angeles (September 9th)

With Social Media and Digital Communications becoming part of how business gets done, businesses are wondering how should they use social media to enhance their business. When social media first started, companies reacted by putting up Facebook pages, signing up for a Twitter handle and adding a blog to their website and other basic social/digital interactions. Now the game has gotten far more complicated. Without a lot of knowledge or framework around how to make sense of all the social media and digital interactions, professionals from all walks of life—PR, Marketing, Customer Service, Production Development, Engineering, etc… want to know, “How does social media affect my business? Does it:

• Increase Marketing conversion rates and Sales?
• Reduce Marketing and Sales costs?
• Reduce costs for building and maintaining brand reputation?
• Shorten Product Development cycles?
• Increase positive word-of-mouth and awareness?
• Decrease agent-assisted calls in Customer Service?
• Decrease overall costs by reducing items like return merchandise (RMAs)….

Yes, it does. And the question on everyone’s mind is How.” This session will use real-life case studies to illustrate with examples so you’ll leave with tools, tips, strategy and tactical capabilities to monitor and measure the success of your social media and digital communication programs. We’ll cover the how’s, the what’s and the why’s to social media monitoring and measurement:

• Monitoring: What to monitor and why. Who and what to monitor. Where to find the audiences to monitor. Understanding what your audiences want and care about. What free social media monitoring tools to use. What paid social media monitoring tools to use. How to set-up social media monitoring searches to make sure you get what you need.
• Measure: Once you have the data, how to turn it into business value. Secrets to taking data and turning it into insights. What metrics, key performance indicators (KPIs) and measurements you need. How to connect metrics, formulas and calculations. Social media ROI calculations, models and methodologies to show business value.

This session is being led by: Natalie Petouhoff and Serena Ehrlich

Dr. Natalie has served as a Forrester Analyst in Social Media, CRM (Marketing, Sales and Service) and ROI, and as the Chief Strategist for Social Media and Digital Communications, with a world-wide practice role spanning client work, practice development and thought leadership. She’s lead the development of consulting practices in management consulting as well as organizational change management at PricewaterhouseCoopers, Benchmarkportal and Hitachi Consulting. Dr. Natalie’s focus is to consult with clients on their strategy for social media, marketing, PR, customer service and integrating them using organizational change management, new technology deployment and social media analytics, measurement and ROI. Dr. Natalie is credited with writing the world’s first social media ROI model for PR, Marketing, Product Innovation and Customer Service. Dr. Natalie the President of Social Media Club LA, participates in Girls in Tech and is a Guest Lecturer at UCLA Anderson School of business, teaching in the MBA program on Social Media and Digital Communications and an Adjunct Professor at USC Annenberg’s School for Communication, teaching PR Measurement. To follow Dr. Natalie, check out her musing on Twitter.com/drnatalie ; her website where she blogs about all thing social and digital, www.drnatalienews.com and can be reached at doctornatalie [at] gmail.com.

Serena Ehrlich is the executive director of Attention, participating in and oversees the creation and implementation strategies designed meet a wide range of customer goals from brand awareness to customer appreciation and service to bringing fans into the marketing funnel. IOver the last 20 years, Serena worked closely with public and private companies providing guidance on investor and public relations trends, trade shows, social marketing, product development, social media, SEC regulations and more. A master of social media marketing with a strong emphasis on customer service and sales, she has worked with a wide range of B2B and B2C clients including Kraft, Scion, Kohl’s, Avon, Open Film, Cineqest and more.

Serena serves as Corporate Secretary of the international Social Media Club Board of Directors as well as a Senior Advisor for the international YoungPrPros and is an 10-year Board Member for NIRI including past president of the Dallas and Los Angeles chapters. She can be found on Twitter (@serena) as well as a wide range of emerging and established platforms.