IPA champions Silicon Beach
Kicking off the first day of the Conference was the #IPASocialWorks’ and MBA’s James Devon who outlined the ‘Measuring not counting’ project, a collaboration designed to create best practice for the industry in measurement of social media ROI, which has been undertaken with The Marketing Society and Market Research Society, and endorsed by London Business School.
"There’s a tonne of numbers out there, but we need to know how to navigate them, and the difference between correlation and causality," declared James.
James explained how the project worked, with sponsorship from Twitter, Facebook and LinkedIn, to peer review case studies which are made available on the IPA Effectiveness Hub.
He referenced eight case examples, looking at the business impact of social media on customer services and marketing communications, including 02, BT, and Visit Iceland, then entertained the audience with a video from Mattessons.
He also heralded the launch of a ‘How to’ Guide due out later in the year, and invited critical comment and contributions to the online draft.
For a full account of the first day, read IPA Director of Marketing and Executive Director of Creative Pioneers Janet Hull’s blog.
Learn more about #IPASocialWorks and the five point plan on James Devon's blog.
Follow @SiliconBeachUK #Silicon2014 for strategic thinking & digital innovation insight.
Last updated 18/09/2014