Measuring ROI for Social Media by Informa Middle East

Receive Your Complimentary Copy Of The “Guide To Essential Social Media Metrics”

Measuring ROI For Social Media A Comprehensive Course That Explains Clearly How To Monitor, Track And Calculate The ROI Of Social Media Across Multiple Channels, Such As Facebook, Twitter, YouTube, Google+, Blogs And Forums

Book and pay NOW and bring your colleague for FREE on this course See back page for details*

Key Learning Objectives •

Understand what Return On Investment (ROI) means in the context of social media

•

Align targets with your social media strategy and goals

•

Learn how to measure ROI across different channels, including Facebook and Twitter

•

Monitor social media to measure buzz and brand sentiment

•

Appreciate the value of influencer analysis and marketing

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Create a Measurement Framework for social media

•

Use the best tools and platforms for monitoring and measuring social media

•

Practice techniques for evaluating hard-to-measure benefits, such as reach and awareness

•

Effectively communicate social media value and ROI within your organisation

Organised by:

23 – 25 March 2014 Jumeirah Emirates Towers Hotel, Dubai, UAE Follow us on

www.iirme.com/ROIsocialmedia

www.twitter.com/iirmiddleeast www.facebook.com/iirmiddleeast www.youtube.com/iirmiddleeast

Delegates are required to bring their laptops to the course

Measuring ROI For Social Media 23 – 25 March 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE Course Overview

Meet Your Expert Course Director

Without knowing the value of engaging in social media, it is Luke Brynley-Jones is a recognised

extremely difﬁcult to make the case for investing time and money

authority on how social media is

into social media.

changing the world of business. Back in 2000, before Facebook, Twitter, Youtube

Like PR and communications, some aspects of social media can be

or Myspace even existed, Luke was

difﬁcult to measure. The primary challenge, though, lies in creating

already working with global organisations,

a strategy and a framework that enables you to align the results of

helping them to develop thriving online

your activities with your goals.

communities and blogs. There are lots of questions to answer along the way: Co-founder of the UK’s ﬁrst social media consultancy, Luke has

• How should we deﬁne ROI?

spent the last 13 years advising brands such as Orange Business

• Which metrics matter the most?

Services, The Telegraph Media Group and British Airways PLC,

• What do reach and awareness mean?

as well as start-ups and celebrities, on how to create sustainable

• Who are our ‘inﬂuencers’ and how can we measure inﬂuence?

online engagement. In 2008 Luke teamed up with ex-‘Dragon’s

• Which tools and platforms do we need?

Den’ TV star Doug Richard to launch School for Start-ups and

• What skills do we need?

toured the UK teaching entrepreneurs how to succeed in their ventures. The following year he founded Our Social Times, now a

In this course we will address all of these needs, from your social

thriving social media agency and blog.

media strategy and goal-setting, to identifying which metrics you should be tracking and monitoring. You should leave this course

Luke is a regular speaker at international conferences, contributes to industry publications, such as Econsultancy and

with a clear understanding of social media ROI and a Measurement Framework for your social media activities.

The Wall, and provides a social media round-up for BBC local radio.

Who Should Attend? This course is designed for: • Social Media Managers and Directors • Marketing Managers and Directors • PR/Communication Managers and Directors • Social Media Executives

Would you like to run this course in-house?

The in-house training division of IIR Middle East Tel: +971 4 407 2624 • Email: CTS@iirme.com www.iirme.com/cts

+971 4 335 2437

+971 4 335 2438

www.iirme.com/ROIsocialmedia

Course Timings: Registration will be at 07:30 on Day One. Course sessions will start promptly at 08:00 and end at 14:30. There will be two short breaks for refreshments and lunch will be served at the end of each day’s sessions.

Course Outline

Day Three Day One

Creating Your Measurement Framework • What is a Measurement Framework?

What To Measure In Social Media

• How can you map your metrics to your goals?

• The challenge of measurement

• Creating your own Measurement Framework

• How to calculate social media Return On Investment (ROI)

• Managing social media measurement within a team

• Measuring the value of engagement

• Reviewing and improving your social media marketing (based on

• Measuring reach and awareness

measurement)

• How and when to measure sentiment

• New metrics – such as those used in social customer service and

• How to identify inﬂuencers and engage in ‘inﬂuencer marketing’ • How social media monitoring works for brands

social CRM • Making the case for social media measurement within your

• How to use social media monitoring for marketing and reputation

organisation

management • How to pick the right social media monitoring tool

Practical Exercise: Creating your Measurement Framework – Using all the knowledge you have gained during the course, you

Discussion: What is the value of a social media relationship?

will create a Measurement Framework for your social media

In this session we will analyse how social media can strengthen

activities. We will analyse these together and enhance them.

customer relationships and discuss whether this can be included in ROI calculations.

Discussion: The future of social media measurement – Now that social media is being used for marketing, PR, customer service

Practical Session: Working in pairs, you will calculate the Return On Investment (ROI) of a recent social media marketing activity.

and product development, new metrics are emerging. How will measurement look in two years?

Day Two Knowing Which Metrics Matter • Measuring success on Facebook • Measuring success on Twitter • Measuring success on Instagram • Measuring success on Pinterest • Measuring success on YouTube • Measuring success on Google+ • Measuring success on LinkedIn • How to select a social media measurement tool • How to integrate your social media and analytics tools

Discussion: Is it best to measure what we should, or what we can? It is often very difﬁcult to access the exact metrics that we want in social media. Various tools will provide us with interesting ﬁgures and statistics, but should we use them? Practical Session: Working in pairs, you will measure the results of a social media campaign across two (or more) social media channels.

+971 4 335 2437

+971 4 335 2438

www.iirme.com/ROIsocialmedia

Measuring ROI For Social Media 23 – 25 March 2014 • Jumeirah Emirates Towers Hotel, Dubai, UAE FIVE WAYS TO REGISTER IIR Holdings Ltd. P.O Box 9428 Dubai, UAE

+971 4 335 2437 +971 4 335 2438 register@iirme.com

www.iirme.com/ROIsocialmedia

DISCOUNTS AVAILABLE FOR 2 OR MORE PEOPLE CALL – +971 4 335 2483 E-MAIL – a.watts@iirme.com Event

WEB BC5325

Course Fee Before 5 January 2014

Course Fee Before 26 January 2014

Final Fee

US$ 3,195

US$ 3,495

US$ 3,595

Measuring ROI For Social Media 23 – 25 March 2014*

WOULD YOU LIKE TO RUN THIS COURSE INͳHOUSE?

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance. *Book and pay NOW and bring your colleague for FREE on this course.

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