As social media marketing moves from experimental to institutional, brands no longer question social media marketing as a line item. That said, the strategies and deployment of social campaigns continues to introduce big questions about ROI versus spending and effective measurement has been a trendy topic without clear answers for years. The tension introduced by the the creativity made familiar by traditional brand campaigns and the measurement that performance/Internet marketing allows has created increasingly urgent questions for CMOs, agencies and social networks alike. This panel brings together divergent voices in the evolving social media marketing realm and will address the questions brands, agencies and social networks need to answer in 2012.
With a mix of measurement and analytics experts 140Proof, standout creative agencies Mekanism and BBDO and social network Formspring will review specific intereactions with brand case studies and discuss the following questions:
by Bruce Smith
Social media includes lots of free-form textual data in "natural languages", the languages people speak. Natural Language Processing (NLP) helps you analyze that data. Some NLP problems are very hard, but a number of lightweight NLP techniques are available in open-source tools. You can use these to improve your social media applications, even if you're not a computational linguist. In this session, I will introduce some of these techniques and tools, and I will give hints on getting started using NLP in your social media applications. Many NLP techniques require training corpora, sets of annotated documents. I will talk about constructing and maintaining a training corpus. And, I will talk about some of the ways we use NLP at Lithium Technologies.
Panel in the The Driskill's Citadel Room to be followed by a meet up at The Driskill Bar downstairs...
A new generation of social curation communities have risen over the past year with the mission of enhancing shopping and product discovery across retailers. These services provide an easy way to create wish lists and curate styles. Soon we will see shoppers, retailers, brands, media outlets and blogs joining these services to curate photography, new products and news stories. We will explore how social curation is currently being used and its future impact on the taste graph.
by Beth Mulhern and Kendall Morris
Every day we meet companies who realize the importance of participating in social media but have no idea how to begin. “What department does social media live in; Marketing, IT, PR, Customer Support?” “What type of commitment of resources and budget do I need? “Can’t we just hire a college student to do this?” “How do we measure success?” With all these questions, it is no wonder defining the need has become so challenging. Some companies are finding themselves “stuck” before they even begin! How to Write an RFP for Social Media will walk you through the process of creating an RFP that clearly identifies your company's business objectives and leads you to an ROI. You will learn how to:
You will come away with a clear outline for how to meet your individual goals with a template worksheet to ensure you are asking yourself the right questions throughout the process.
9th–13th March 2012