Measuring the Impact of Social in a Multichannel World - Panel Discussion
Social Media is the glue between the digital world and the real world. Whether its people talking with friends about the brands they love or hate, or posting about real experiences as they happen, its a crucial conduit between what people actually do and how they then interact in the digital space. OK so far. However the challenge for brands is how to accurately measure this interaction and generate actionable insight. Gone are the days when 'likes' alone are considered a reasonable measure of commercial success, but what is the future measurement landscape going to look like and how can brands start making the right choices. Our panelists of experts will shed insight on their experience/approach and answer your questions in what is likely to be one of the more engaging panel sessions of the day.
About the speakers
Paull Young, Director of Digital, charity: water
Paull Young is Director of Digital at charity: water, a non-profit devoted to bringing clean and safe drinking water to the 800 million people without. Frequently nominated as one of the leading digital non-profits, charity: water was the first non-profit to have 1 million Twitter followers and has 75% of its fundraising comes through digital channels. In just 6 years charity: water has provided clean and safe drinking water to over 2.5 million people and raised over $70 million.
Paull formerly was Senior Account Director with social media agency Converseon, where he led award winning campaigns for Fortune 500 clients such as Graco, Kohler, Telstra and Citrix.
Paull moved to New York from Sydney in 2007 as a well known PR and Marketing blogger and commentator, starting Australia's third PR & Marketing Blog Young PR in 2006, he now blogs at PaullYoung.com. His work has been featured on FOX News, Wall St Journal, Sydney Morning Herald, CNN.com, NY1 and the Australian Financial Review. In 2011 he was named an industry 'Rising Star' by the Direct Marketing Educational Foundation. You can follow Paull on Twitter @paullyoung
Aparna Mukherjee, Social Media Editor, for a Top Three Consulting Firm
Aparna Mukherjee (@aparnamuk)
A digital journalist and editor, Aparna develops and engages new audiences across platforms for some of the world's most influential media companies, as well as education and Fortune 100 companies, focusing on content strategy and enterprise social media adoption. Her experiences include creating the Bloomberg Terminal's first VOD interview program; launching The New York Times Knowledge Network, a course management system and online community; producing and moderating the first Livestream with an Ivy League president; relaunching a major Wall Street firm's online and mobile alumni network, and serving as editorial director of the agency acquired by Avenue A to become Razorfish's Philadelphia office.
Aparna has reported for The Associated Press, Business Week, and Bloomberg Markets, and contributes to the Wall Street Journal and CNBC, where she served as the business network's first global business development and M&A manager. A Bryn Mawr alumna, Luce Scholar, and Knight-Bagehot Fellow in Economics and Business Journalism, she holds a dual MA and MBA from Columbia University, where she leads executive MBA master classes on digital strategy and technology projects. She's co-written and updated books ranging from a Fodor's travel guide to South China to Wiley's first Internet advertising textbook.
Jeff Ragovin, Chief Strategy Officer, Salesforce Marketing Cloud
Jeff has played a central role in guiding Buddy Media from a start-up into the premiere social marketing platform in the world. Jeff is often called upon to give his insights and vast knowledge on social media and digital marketing to various news outlets and industry events, including Adweek, MediaPost, iMedia, Mashable, the Direct Marketing Association, and Digital Hollywood.
Jeff has over a decade of experience building expansive brand relationships at major technology and marketing firms.
Since Buddy Media’s acquisition by Salesforce.com, Jeff serves as Chief Strategy Officer of Salesforce Marketing Cloud. He continues to be a leader in the space, resulting in eight of the top 10 global advertisers employing the technology a their social enterprise marketing software of choice.
Jeff was born and raised in Manhattan. He loves to travel, enjoys saltwater fishing and writes passionately about weather on www.jeffsweather.com. Jeff graduated from the State University of New York at Oswego with a BA in Broadcasting and Mass Media.
Stefan Tornquist, VP of Research, Econsultancy - (Moderator)
Stefan Tornquist is the vice president of research (US) for Econsultancy. His team covers a wide range of digital marketing topics from tactical best practices to strategic transformation. Stefan’s research and commentary have been featured in mass media publications such as the Wall St. Journal, Business Week, and AdAge as well as virtually every trade press outlet. Stefan is a frequent speaker at industry events, including conferences by the Ad:Tech, the Direct Marketing Association, iMedia, and many others. Stefan began his digital career as a co-founder of rich media pioneer Bluestreak.
Sebastian Hempstead, Vice President of North America, Brandwatch
As Brandwatch’s Vice President of North America, Sebastian Hempstead is responsible for driving the company’s continued growth strategy and expanding its market presence in the United States and Canada.
In his role immediately prior, Seb served as Head of Sales and Account Management for Brandwatch Europe in the company’s Brighton, UK headquarters, where he led the team responsible for new account acquisition and ongoing customer success.
As a fervent believer in the power of social media in helping companies to achieve their business objectives, Seb has been a frequent speaker at industry events and conferences and has contributed to several publications and videos, including Murray Newlands’ The Social Media Monitoring Book, Social Media News NY, and the video commentary for the 2012 Social Brands 100 report. He is also a part-time instructor on social media at New York University.