Keeping Score in Social: It’s More than Likes
Brands used to be able to check off the ‘social’ box by maintaining a Facebook page. Today, brands have made social content the center of their global marketing strategies – creating, distributing, and measuring content across Facebook, Twitter, Instagram, Pinterest, Google +, LinkedIn, and beyond. (The average large brand now maintains 99 social accounts, contributing thousands of posts per week, or even per day, across these sites.) Marketers face new challenges in extracting insights from, and measuring the results of, their large-scale social content programs. How can brands effectively measure the impact of their social content programs across so many platforms and interactions? The analytics tools offered by each social network aren’t enough; most are rudimentary at best and don’t present a complete picture of content shared across dozens of social sites. In this session, brands will learn what it takes to move beyond measuring likes to measuring real social impact.
Jim Rudden is CMO of Spredfast, where he is responsible for brand, product and revenue marketing. Prior to Spredfast, Jim was VP of Global Marketing at Lombardi Software (acquired by IBM) where he was responsible for brand and product marketing and all demand generation. He has more than 20 years experience in software marketing and implementation in the areas of enterprise software - including business process management (BPM), business rules management (BRM) and enterprise middleware technologies. He has held positions in product management, marketing, consulting, and sales at Lombardi Software (acquired by IBM), BetweenMarkets Software (acquired by Innovis), and Trilogy Software. Jim holds a B.A. in American Studies from Stanford University.