Social Media and ROI: How To Craft Effective Programs and Quantify Results
Social media as we know it is now more than a decade old; an estimated 89% of brands will maintain a social media presence in 2015. Yet, many organizations struggle to identify critical value drivers and show concrete results from social programs. Even brands that commit to it may be unsure what benefits it is creating or whether they are “doing it right”. This session will explore the business rationale for maintaining social media assets and demonstrate ways in which companies—regardless of industry or sector—are earning hard and soft wins for their brands. Beyond best practices and success stories, we will share actionable advice for auditing, monitoring, and goal-setting around social programs.
Adam Cossman, Partner, President
Adam Cossman has built an entire career around the Internet and marketing communications. Over the past 16 years, Adam has built and run a number of successful interactive marketing agencies and has strategized, managed and implemented programs and projects for leading organizations such as QVC, LendingTree.com, Novartis, Johnson & Johnson, GSK, Yellowbook, Head Skis, ADP, Hewlett-Packard and Jackson Hewitt just to name a few.
Adam has a unique ability to understand the creative, operational and strategic challenges of interactive marketing; this coupled with his ability to interface with, and understand, clients and their corresponding business needs has led to a long list of successful client relationships.
Kim Webb Palacios – Vice President of Media & Metrics – Sentient Interactive
Kim Webb Palacios is a well-rounded marketing professional with 10+ years as a top contributor to executive teams and a track record of results to prove it. She has been successful in leading global brands in the Health Care & Pharmaceuticals, Financial Services, Technology, Consumer Goods, and Services sectors tounprecedented market penetration via progressive strategies, data-driven decision making, and the integration of world-class practices. Her mastery of the marketing function is enhanced by prior roles in strategy, finance, and project management with several start-ups, a “Big 3” strategy consulting firm, a major financial services firm, and a Fortune 500 corporation. She is a published author with awards and accolades for her writing in the travel and education