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Webinar Description:

Increasingly, there's a focus on whether social media investments can drive sales.  We’ll review what we found in a recent tracking study of 400 restaurant consumers:

-       Was there a direct link?

-       What types of exposure were linked to sales changes?

-       Where the sales change impacts significant?

-       What types of social or integrated exposure helped change attitudes or sentiment?

-       How can other brands study this for their industries?

Takeaways:

1. Communicate the relationship between social media and sales

2. Understand the types of social content exposure that can impact

sales

3. Understand the types of social content exposure that can impact

attitudes or sentiment

4. Plan projects to quantify the sales/exposure relationships specific

to your brand category

5. Begin moving towards allocating media spend around actual sales impact

vs. reach

Speakers:

Irfan Kamal, Senior Vice President, Digital/Social, Ogilvy

Irfan Kamal is Senior Vice President, Digital/Social at Ogilvy.  He is responsible for global social media products and services innovation, partnerships, measurement and research.  He has led the group’s development of Conversation Impact™, a simple new business results-focused measurement framework, and has also recently managed the introduction of a new social CRM advocacy platform with game mechanics to engage and measure the full social network value contribution of brand advocates.   Irfan also provides senior social media marketing advisory services to a range of B2C and B2B clients at Ogilvy.  Prior to joining Ogilvy, Irfan worked at social and crowdfunding tech startups  in health and entertainment.

Twitter: @irfankamal

Walter Carl, Founder and Chief Research Officer, ChatThreads  

 Dr. Walter Carl is the Founder and Chief Research Officer at ChatThreads (ChatThreads.com), a consumer analytics company that helps clients track how, when and where consumers come into contact with brands in their day-to-day lives, and analyzes how these encounters contribute to purchase behavior. Dr. Carl founded ChatThreads while a faculty member at Northeastern University in Boston. He is chair of the Word of Mouth Marketing Association’s Research and Measurement Council where he led the groups editing Volumes 2-4 of Measuring Word of Mouth and the Measurement and Metrics Best Practices Guidebook.

Twitter: @chatthreads

For more information please go to: www.womma.org/events/category/webinars/