DETROIT, June 16, 2009 -- Campbell-Ewald
SVP, Social Media Director Dave Linabury emphasized the importance for marketers to measure and monitor Web conversations as a panelist at Adcraft
's Social Media 360º seminar on June 11. Advertising Age
Executive Editor, Jonah Bloom
, moderated a lively discussion among five social media experts.
"Many companies try to use traditional ROI methods on social media and run into difficulties," said Linabury. "We prefer to reverse 'ROI' and say it's really about 'IOR' -- the impact of relationships. Done properly, social media builds long-term relationships with consumers -- and we can measure relationships through a variety of methodologies."
Linabury leads Campbell-Ewald
's social media group in providing insights and strategic direction for the agency's clients, including Alltel, Buffalo Wild Wings, Chevrolet, GM, Kaiser Permanente, OnStar, University of Michigan Ross Business School, USAA, U.S. Mint, U.S. Navy and U.S. Postal Service.
"If you're not going to monitor your brand, don't play in social media," said Linabury. "It's not an option. A lot of marketers get Google Alerts and think that's monitoring. That's not monitoring. That's scratching the surface. You're maybe getting 1/60th of the conversation. You need to think like a consumer. They misspell brand names. They have nicknames and abbreviations for your brand. If you don't know to look up those terms as well, you're missing over half the conversation. Only once you've completed monitoring and analyzing the data can you begin developing your social strategy."
Among his many accomplishments, Linabury was the strategist behind NAVYForMoms.com
, the Effie-winning online community
that brings together proud moms of Navy Sailors and skeptical moms of potential recruits to engage in honest, open discussion of their fears and questions.
Linabury is an internationally recognized blogger who has won more than 17 blog awards, including a Webby for his personal blog, Davezilla. He is a frequent speaker and panelist at major social media forums, including the Community 2.0 conference in San Francisco last month where he was a featured speaker. Campbell-Ewald
is one of the nation's largest advertising and digital communications agencies, with more than 1,100 employees and offices in Detroit, Los Angeles, Atlanta, Chicago, Dallas, New York, and Washington, D.C. A part of The Interpublic Group of Companies (NYSE:IPG), Campbell-Ewald partners with a score of national brands, including Alltel Wireless, ARAMARK, Buffalo Wild Wings, Carrier, Chevrolet, General Motors, Ghirardelli, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Mint, the United States Navy and the United States Postal Service.Event photos courtesy of Thom Briggs