This is the archived SXSW 2012 schedule. Please see the current schedule here.

What's So [Bleeping] Hard About Social ROI?

#sxsw #SMROI

Social media marketing is a beautiful mash-up of cultural connection and commerce creation, but it's been walking around with a ball-and-chain: the nagging question "How can you show this has a Return on Investment?"
It's time to set social media free. We've assembled a crack team of the best and brightest authors, brand-builders and marketers together to finally put this question to rest with some real answers, honest talk, and genuine experiences. We will ask the hard questions that your CFO wants answered, and we'll talk about the tools they use to get those answers. We'll also discuss how to get to ROI when "conversion" doesn't necessarily equal a "sale" - such as often is the case for non-profit organizations.
So join us and turn your own ROI off of this hour, by finding the answers you need to answer others.


Craig Daitch Social Media Mgr, US Ford Motor Company

Craig Daitch, Digital Communications Manager, Ford Motor Company

Craig oversees the United States Social Media initiatives for Ford Motor Company, counting amongst his responsibilities the curating of over 7,000,000 fans across multiple Facebook pages. Prior to Joining Ford, Craig was a partner in the social media consultancy Converseon where he established the activation group, providing social media marketing services to a diverse range of clients such as Michaels Crafts, Kohler, Walmart, 3M and IBM. Additionally, Craig led the creative development of Measure2X, an Omnicom based joint-venture between Rapp and Alcone Marketing Group. He has also managed the emerging media practice at Digitas and established the North American new media practice at the Omnicom media company, PHD.

A startup maven, Craig helped launch one of the first SMS aggregators in the United States, Simplewire as well as founding one of the first in-game advertising agencies, Eiko Media. Both companies were successfully acquired.

Craig is an avid fan of both Wordpress and tumblr as well as a respected blogger for AdAge’s DigitalNEXT blog. He has also guest lectured for NYU’s Stern School of Business.

Craig lives in suburban Detroit with his wife, two daughters and their 130 lb. American Bulldog Cooper.

You can find Craig on twitter @craigdaitch.

Eric Swayne Dir, Social Analytics & Inisights M/A/R/C Research

Eric Swayne is the Director of Social Analytics and Insights at M/A/R/C Research, a pub­lished author in mar­ket­ing and busi­ness, award-winning front-end devel­oper and guest blog­ger for AdAge. He pro­vides strate­gic think­ing in all forms of dig­i­tal media, as well as frame­works that lever­age these chan­nels to gain deeper insight from and rela­tion­ship with con­sumers. He has worked with clients across ver­ti­cals includ­ing Sam’s Club, Walmart, Best Buy, HP, Bank of Amer­ica, H-E-B, Super­Valu, Bicycle Playing Cards, Famous Footwear, Texas Instruments, American Airlines and the U.S. Trea­sury. Eric graduated from Harding University with a BA in Communication Management, and lives in Denton, TX with his wife and two children. Eric is pas­sion­ate about holis­tic online mar­ket­ing, Tweet­Deck, Google Chrome, Star­craft and orig­i­nal recipe Dr Pepper.

Liz Strauss Inside-Out Thinking

Founder of SOBCon and Inside-Out Thinking, International brand strategist, leadership trainer It's only fun when it's brilliant strategy, high return, AND connects customers in a meaningful way.

Matt Ridings Co-Founder & CEO SideraWorks

Matt is a business strategist and speaker who has worked in digital on both the agency and enterprise side since 1994. He ran interactive for the marketing agency of record for such established brands as Levi’s, Cisco, and British Airways as well as the launch of ventures such as Jet Blue and RedSpark. He has also been involved in his own ventures, including as a partner building out a 300+ person consultancy. His work over the last 10 years has focused primarily in developing innovation cultures, change management initiatives, and specialized market research.

Matt is the Co-Founder and CEO of SideraWorks, a management consultancy specializing in Social Business Transformation.

Petri Darby Dir of Mktg, Comm & Digital Strategy Make-A-Wish Foundation of America

Petri Darby, APR, is the director of marketing, communications & digital strategy for the Make-A-Wish Foundation of America. He oversees online, social, mobile, and digital marketing strategy as well as internal and external communications and support for the organization's corporate and individual fundraising departments.

He's worked on the agency and client sides, in the non-profit and traditional corporate arenas. He is a recovering political junkie who has served on more than a dozen political campaigns and, as far as he knows, he is the only two-time winner of the USA Today online haiku contest.

Petri is an accidental tourist in Texas and lives in The Woodlands, just north of Houston, with his wife and two young boys. He loves bacon. Carl Sagan is his homeboy. And he hates clowns and quitter socks. Petri is @darbyDARNIT on Twitter.

Hope you'll attend the panel I'm serving on in 2012: "What's so [bleeping] hard about social ROI" with Olivier Blanchard (The Brand Builder), Liz Strauss (SOBCON), Craig Daitch (Ford), and Eric Swayne (M/A/R/C Research)

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