Effective social media campaigns
Fridge Raiders, BT, Transport for London and Icelandic Tourism have been peer reviewed by an expert panel of academics and practitioners as part of the unique #IPA SocialWorks initiative, a joint project from the IPA, MRS (Market Research Society) and the Marketing Society. (A case study from O2 will be available soon.)
#IPASocialWorks will bring together case studies, guidance and cross-industry events to share understanding of what works in social media and how to measure its commercial impact.
A detailed how to guide on the various research techniques will be also published later this year.
Says Stephen Maher, Chair of #IPASocial Works, Chairman, Marketing Society, and CEO, MBA: “Social media is already a cornerstone of the communications strategies of many brands. And yet a lot of the commercial rigour that is applied to other activity is often not applied to social media. There’s a real opportunity now to provide definitive guidance as an industry on measuring social media’s true business impact”
Further robust social ROI case studies are needed to create a comprehensive knowledge bank. Any agency or client interested in submitting a case study can contact the IPA’s Head of Digital Nigel Gwilliam for more information. Those cases that meet the standard required will be disseminated publicly.
Last updated 18/03/2014