Social Media Week: making the business case for social

Wednesday 14 September, 2016
Panel news item

As a sponsor of Social Media Week London, Weber Shandwick today led an inspiring session on how brand owners and agencies can take social media to the next level as it matures, by using data and mobile to build the business case.

The audience at BFI Southbank heard from four digital experts: Weber Shandwick’s Chief Digital Officer Chris Perry and Head of Social, EMEA Danny Whatmough, plus Roy Jacques, UK Managing Director of social media analyst Sysomos, and Marcus Dyer, Managing Director of digital and mobile specialist Flipside, which was acquired by Weber Shandwick this week.

The panel discussed the growing sophistication of social media in terms of using data to target audiences across platforms. Marcus Dyer said: “We’re in marketing utopia: we can finally use data to connect what we’re doing on social to business outcomes. Who has the most data, and uses it to target best, wins”.

Chris Perry agreed that data made it easier than ever to show ROI, but added: “If we focus too hard on performance marketing alone, we can lose the original spirit and energy of social: true engagement, and real conversations.”

Roy Jacques had some sound advice for marketers pitching social strategies and campaigns to clients: “Don’t just talk likes or engagement. Talk about business metrics: how it can help them sell more, increase profits, and achieve cost efficiencies”.

Danny Whatmough summed up the session: “Social isn’t just about the amazing creative things we can do with new technology. There is a real business case in terms of potential efficiencies and smart use of budgets.”

You can find details of our panel: “Taking It To The Next Level: Using Data And Mobile To Build The Business Case For Social”, here.