Social media is the Internet: how online marketers must measure social media metrics
Saturday, August 20th, 2011
Lisa Buyer, president of the Buyer Group, interviews Mel Carson, Microsoft Advertising Community Manager, Microsoft Advertising on the subject of social media and the marketing mix at SES London, 2011. According to Mel, social media is the Internet. Mel says this is because the Internet is inherently social. Whether it’s through search, Facebook, Twitter, blogs, forums, or any other social media platform, the Internet is inherently social. Mel says marketers should always consider a social veneer across all of their marketing and digital campaigns, because there is a social element inherent in any devise used, whether it is via mobile, TV, Web, including games, print and cinema. Mel also stresses the importance for marketers to optimize outside of event being marketed.
Marketers should always be incorporating digital photography, for example, and blogging, tweeting, in order to share the significance of their campaign with those who might not have been able to attend the event. Mel also talks about brand interaction and measuring the effect of social media in order to gauge its effectiveness. Mel calls this social interaction versus the social impressions and it’s the interactions that you’re looking to grow. For example, every tweet, every video that gets viewed, etc…gets tracked and after reviewing all of the social media engagement, Mel says a marketer is able to know that a certain amount of people have interacted with their brand. This builds upon the experience for those who want to learn more about the brand itself.
To learn more about speaking at SES London, please visit:
http://www.seslondon.com
Duration : 0:4:48
Lisa Buyer, The Buyer Group, interviews Kristjan Mar Hauksson, Nordic eMarketing, on the subject of social media and the marketing mix. Kristjan talks about the problems Iceland faced in the aftermath of a terrible volcano eruption back in 2010 which almost torpedoed the Icelandic summer tourist travel season. 
Lisa Buyer, The Buyer Group, interviews Neil Johnson, High Road Communications, about the use of social media in a PR campaign. Neil discusses one such example, Canada’s mobile company, Telus, and their business solutions group, uses their editorial calendar through social to create more content and links around their news. Neil goes on to give some tips about how to create an editorial calendar that integrates social media tools. All marketing and communications disciplines have a role to play using social media, in particular when it comes to relationship building. 
