Columbus, OH Social Media Pros on Social Media ROI

October 4, 2010

by Phil Dennison, Senior Marketing Specialist, Business Wire

Video by Melissa Chambers, Client Services Representative, Business Wire/Cleveland

Business Wire/Cleveland held a special breakfast event on Sept. 15, 2010, in Columbus, OH: “Social Media ROI: Being Seen is Not Enough,”  in which a panel of four pros involved in different aspects of social media discussed ways to measure the return on investment for a social media program, the best ways to use an SM program to maximize return, and strategies for making sure you’re properly targeting your social media outreach to your audiences.

The panel consisted of:

A video of the entire event is available below. You can view it here, or visit the Vimeo page to download and watch at your convenience:

Be sure to look for upcoming Business Wire events both in your area and online, and follow the #bwevents hashtag on Twitter for live updates from our events and webinars.


Upcoming Business Wire Events – Sept. 14 Edition

September 13, 2010

Upcoming Business Wire Events

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

PR with a Punch – Maximizing Your Press Release

Hosted by Business Wire Houston

Join Business Wire Houston team for this practical session on maximizing your press releases’ chances of being found, seen and shared online and get on the fast track to becoming a PRO (Press Release Optimizer). We will take a look at the relationship between your company’s overall SEO and Press Release Optimization strategies. As we walk you through the steps of building an optimized press release you will have the opportunity to pick up a few tips and tools as well as learn the long term benefits of being a PRO. This event is free for all attendees.

Wednesday, September 15 at 8:30am CT
Houston City Club
One City Club Drive, Houston, TX 77046

To register: RSVP to Jessica Anderson at 713-871-1900 or email Jessica.Anderson@businesswire.com

Social Media ROI: Being Seen is Not Enough

Hosted by Business Wire Cleveland [Columbus Event]

Your organization has started blogging, tweeting and updating your Facebook status, but is it working? If you’re like many communications professionals today, you may not be sure how to quantify the success of your social media efforts. Join our expert panel in Columbus for a discussion on setting goals for your social media campaign and arming you with the tools you will need to generate both quantitative and qualitative results. Bill Balderaz, Founder, Webbed Marketing will moderate the panel, which also includes: Dave Culbertson, Owner, LightBulb Interactive; Lora Deeds, Senior Public & Analyst Relations Specialist, Quest Software; Amanda Murphy, Assignment Editor, WCMH-TV; and Nate Riggs, Principal & Lead Social Web Strategist, Social Business Strategies. This event is free for all attendees.

Wednesday, September 15 at 8am ET
Fawcett Conference and Event Center – Alumni Room
The Ohio State University, 2400 Olentangy River Road, Columbus, OH 43210

To register: RSVP to Melissa Chambers at 800-769-0220 or email Melissa.Chambers@businesswire.com

“Does your Tweet Count?” Journalists and a PR Professional Talk

Hosted by Business Wire Phoenix

Join Business Wire Phoenix for a free luncheon and meet the media event about how reporting has evolved amid the popularity of social media websites such as Twitter and Facebook. Chad Graham with the Arizona Republic and Tim Vetcher from ABC 15 News will be discussing how social media has affected traditional news reporting while Cindy Kim of JDA Software will be providing her own unique insight on pitching stories from a public relations perspective. This event is free for all attendees.

Friday, September 24 at 11:30pm PT
1475 N. Scottsdale Road, Alliance Room #365, Scottsdale, AZ 85257

To register: RSVP to Billy Russell at (480) 990-9942 or email billy.russell@businesswire.com

Meet the Media Breakfast and Panel Discussion with DC-Area Technology Journalists

Hosted by Business Wire DC

Join Business Wire’s DC office for breakfast and a panel discussion featuring technology journalists from some of the area’s top publications. Listen as they share their thoughts on what makes a good story and learn how your organization can increase its chances of being covered by the media. Panelists include: Paul Sherman , Editor-in-Chief, Potomac Tech Wire; Cecilia Kang , Technology Reporter, The Washington Post; Nick Wakeman , Editor-in-Chief, Washington Technology; Gautham Nagesh , Technology Reporter, The Hill; Bill Flook , Staff Reporter/Technology, Biotech, Venture Capital, Washington Business Journal. This event is $10 for all attendees.

Wednesday, September 29 at 8am ET
Marriott Tysons Corner
8028 Leesburg Pike, Vienna, VA 22182

To register: RSVP to Neelima Yelamanchili at neelima.yelamanchili@businesswire.com

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Social Media ROI in Cincinnati

May 14, 2010

On Wednesday, May 12, PR and marketing professionals from the Greater Cincinnati area attended our event, “Social Media ROI: Being Seen Is Not Enough.”  Our expert panel consisted of:

The panel addressed an audience of around 36 people who came to The Phoenix on a rainy morning to hear them discuss topics related to the adoption, uses, benefits and pitfalls of social media. Moderator Michael DeAloia got the ball rolling with a short PowerPoint presentation, then asked the panel to define social media and took off from there.  Each of the panelists was asked if there was a key metric they would consider for measuring ROI for social media.  Daniel Lally feels that it depends on what your strategy and goals are, while Krista Neher takes a different approach:

Later, the panel was asked to explain what they felt was the business rationalization for the use of social media. After James Pilcher discussed using it to confront business/branding problems, using the infamous “Comcast Technician Sleeping on my Couch” video as an example, an audience member asked whether stories like Comcast’s were why some companies are reluctant to start using social media:

There’s a genuine upside to getting into the social media sphere, as Pilcher demonstrated with a story about how Procter & Gamble is using social media strategies to combat negative stories, and their customers are helping:

The panel covered other topics, ranging from whether Google is still the most important outlet on the internet (a unanimous “YES”) to how social media is changing journalism to whether social media is here to stay.

The entire event, with all the questions and answers, will be available for download on Monday. Check back here or on our Twitter feed for updates.

Be sure to look for upcoming Business Wire events both in your area and online, and follow the #bwevents hashtag on Twitter for live updates from our events and webinars.


Upcoming Business Wire Events – May 6 Edition

May 6, 2010

Upcoming Business Wire Events

Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

How to Add Video into Marketing, PR and Social Media Programs to Increase Lead Conversion

Hosted by Business Wire Silicon Valley

Business Wire Silicon Valley partners with MEDIAmobz & Visible Gains to host this breakfast and panel discussion on using video to engage and convert leads.  Panelists Linda Crowe, Marketing Consultant, Former Group Manager, Media & Production, Sun Microsystems; Dos Dosanjh, WW Customer Solutions Manager, Marketing, Cisco Digital Media Creative Services, Cisco; Jay Durgan, Head of Business Development, MEDIAmobz; Cliff Pollan, Co-Founder & CEO, VisibleGains; and Mark Rotblat, VP, Business Development, Tube Mogul discuss how to integrate video across marketing channels to increase awareness, lead generation and conversion. The panel will give tips and tricks for engaging video for lead general, as well as share mistakes to avoid. This event is free for all attendees.

Visit the BW Events Page to see a video preview of this event.

Tuesday, May 11 at 8:30 am PST
TechMart Networking Meeting Center
5201 Great America Parkway, Santa Clara, CA 95054
To register: RSVP to Sandy Donnelly at 415-986-4422 x561 or email sandy.donnelly@businesswire.com by May 7

Social Media ROI: Being Seen is Not Enough

Hosted by Business Wire Cleveland [Cincinnati Event]

Your organization has started blogging, tweeting and updating Facebook, but is it working? Like many communicators, you may be unsure how to quantify the success of your social media efforts. Join Business Wire Cleveland and a panel of experts for a discussion on social media ROI measurement. Michael DeAloia of Tech Czar will moderate the panel, which also include Krisa Neher, CEO of Boot Camp Digital, Daniel Lally, VP, Pinger PR at Powers Agency and James Pilcher, Business Projects Reporter at The Cincinnati Enquirer. The panel will give advice on setting goals for your social media campaign and arm you with the tools you need to generate both quantitative and qualitative results. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. ET
The Phoenix – Cincinnati Room
812 Race Street, Cincinnati, OH 45202
To register: RSVP to Melissa Chambers at 800.769.0220 or email melissa.chambers@businesswire.com by May 5

Media Relations Boot Camp

Hosted by Business Wire Philadelphia

Join Business Wire Philadelphia and a panel of media relations experts for a discussion on getting your news heard over the background noise. Learn about the numerous platforms in today’s communications landscape to reach the media, industry associates, investors & the public. Michael Smith, PhD, Associate Professor of Communication at La Salle University will moderate the panel, which includes Bernard Dagenais, Editor, Philadelphia Business Journal; Mike Armstrong, Business Columnist, PhillyInc Blog Editor, Co-Host of Philadelphia Business Today, Philadelphia Inquirer; Michael Wood, Sr. Manager, Communications, PECO; and Alex Hillman, social technology and community developer, co-founder of IndyHall. The panel will discuss tactics for determining which platforms are best for which audiences, pitching those audiences, the differences between social, mobile and traditional media platforms, and how to use each correctly. This event is free for all attendees.

Wednesday, May 12 at 8:00 a.m. EDT
University City Science Center
Conference Room Fuller A&B, 3711 Market Street, Ste 800, Philadelphia, PA 19104
To register: RSVP to Kate Carr at 610.617.9560 or email kate.carr@businesswire.com

Best Practices for Working with Journalists in an Ever-Changing Media Landscape

Hosted by Business Wire Minneapolis

Join Business Wire Minneapolis & NIRI Twin Cities for this breakfast and a panel discussion with area journalists. Panelists Brad Allen of MinnPost, Dirk DeYoung of The Minneapolis/St. Paul Business Journal; Annie Baxter of MPR, Jason DeRusha of WCCO-TV and Ann Harrington of The Pioneer Press discuss best practices for media relations professionals in today’s changing media landscape. This event is free for Business Wire and NIRI members and $25 for non-members.

Thursday, May 27 at 8:00 a.m. CT
Graves 601 Hotel
601 1st Ave North, Minneapolis, MN 55403
To register: RSVP to Jane Cracraft at 612.376.7979 or email jane.cracraft@businesswire.com by May 14

For more upcoming local Business Wire events or to see what’s coming up in our award-winning webinar series, visit http://www.businesswire.com/portal/site/home/business-wire-events.

Follow Business Wire events on Twitter! Hash tag #bwevents


Social Media ROI – It’s all about $$$

November 17, 2009

How do you know if your organization’s social media participation is producing a good return on your investment (ROI)?

According to a panel of Cleveland social media experts, it’s all about converting your tweets, Facebook status updates, blog posts, etc. into dollars in the bank.

Panelists at The City Club of Cleveland on November 12 included (in picture below seated from left to right):

Cleveland Social Media Panel

The panelists, moderated by “Tech Czar” Michael DeAloia, LNE Group (at lectern in picture above), explored the definition of ROI as it applies to social media and provided tips to the audience of about 80 guests for getting the most out of their social media participation.

Michael kicked off the discussion by asking the panel why so many organizations are disappointed in social media the first time they try it.

According to Jason, organizations are often disappointed in the results because they didn’t set clear goals from the beginning. The key to measuring ROI for social media is determining ahead of time what you want to get out of your social media participation and how you’re going to measure it.

John says your goal should be to measure the financial gains that result from your social media participation. Whether you want to generate increased revenue from Twitter followers who buy your products, or decrease costs by managing customer service issues from your blog, the bottom line is that true social media ROI comes in the form of more money for your organization.

Sentiment also comes into play when talking about social media measurement, which can make determining total ROI a bit difficult, says George. Intangibles such as the tone of the comments about your organization posted online contribute to the success of your social media participation but are not as easily quantified.

Dominic advises organizations to monitor what is being said about them online and get involved in the conversations. Responding promptly to both positive and negative feedback can create more positive sentiment toward your organization, which could in turn result in more people willing to do business with you.  All of this social interaction is searchable, so how you engage with people online will affect interactions later on.

Monitoring what is said about your organization online can also give you an idea of where you should concentrate your social media efforts. The people who are talking about you will determine where you will need to be, added Dominic. It’s all about being in the right place at the right time so you can engage the people who are most interested in your organization.

That doesn’t mean you should bombard your social media audience with a sales pitch. The panelists each stressed that social media should be used for building relationships and creating positive sentiment toward your organization online.

“Social media includes the word social for a reason,” said John. It’s important to spend the time to create quality content that will draw people to you and want to engage in conversation with you. Sales pitches will likely turn people off.

George pointed out that you can start to identify “brand ambassadors” online who spread good news about your organization and draw more people in. Your brand ambassadors will soon become your best salespeople. As Jason described it, “social media is word of mouth published.”

Bottom line, before jumping into social media it’s important to set clear goals and to understand that it takes time to build up good relationships with your audience. When you choose to invest the time it takes to engage your audience and connect with them personally, your return on that investment will be significant.

Panelist John Heaney has made video of the entire session available, which you can watch via the embed below or visit http://www.viddler.com/explore/orangeenvelopes/videos/7/.

For more information about social media ROI, the panel recommends that you visit http://thebrandbuilder.wordpress.com.


Upcoming Business Wire Events – November 9 Edition

November 9, 2009

bwupcomingeventsheader2Join Business Wire experts in your area for media breakfasts, panel discussions and other insightful events. We bring local media members and industry thought leaders to your market to discuss today’s most relevant topics, from writing for SEO to marketing with social media. Best of all, Business Wire events are usually free of charge. Check out some of our upcoming events in your area:

Social Media ROI: Being Seen is Not Enough

Hosted by Business Wire Cleveland

Your organization has started blogging, tweeting and updating your Facebook status, but is it working? Get ready to throw out your clips, circulation numbers and impression statistics and join us for an exciting panel discussion on social media ROI measurement. Our panel of Cleveland’s most savvy social media experts will provide you with advice on setting goals for your social media campaign and arm you with the tools you will need to generate both quantitative and qualitative results. Michael DeAloia, “Tech Czar”, moderates a panel including: John Heaney, Vice President, NESCO and Principal, Orange Envelopes; Dominic Litten, Senior Account Executive, Fathom SEO; George Nemeth, Chief Blogging Officer, Brewed Fresh Daily;  and Jason Therrien, President, thunder::tech.

Thursday, November 12th at 7:30 am ET

The City Club of Cleveland
850 Euclid Ave., Second Floor
Cleveland, OH 44114
To register: Please RSVP to Melissa Chambers at Melissa.Chambers@businesswire.com or call 800-769-0220

Meet the Media Luncheon

Hosted by Business Wire Charlotte

Mark your calendar to join Business Wire in Durham for lunch and a panel discussion regarding the best practices for corporate communications professionals within the tech/biotech community. Meet Frank Vinluan from the Triangle Business Journal as well as Tyler Dukes from News 14 Carolina and learn tips on how to pitch your company’s news. Frank Vinluan’s coverage includes Biotechnology, Life Sciences, Technology, Telecom and Utilities. Tyler Dukes is Web Producer and a freelance reporter specializing in multimedia stories about science and technology.  The panel includes: Tyler Dukes, Web Producer, News 14 Carolina; Frank Vinluan, Tech/Biotech writer, Triangle Business Journal; and Allan Maurer, Editor, TechJournal South. This event is free for Business Wire members and $10 for non-members.

Thursday, November 12th at 11:30 am ET
Sheraton Imperial Hotel & Convention Center
4700 Emperor Blvd.
Durham, NC 27703
I-40 at Exit 282 (Page Rd.)
To register: Please RSVP to Angela Hayworth at angela.hayworth@businesswire.com or 704-347-1590

Press Releases: The Road Not Taken

Hosted by Business Wire Nashville

Need to add more life to your press release?  Since most press releases do not venture beyond plain text, the “road not taken” can earn you big media results.  Join Tonya Bowen, Regional Manager of Business Wire in this enlightening workshop where you will learn how partnering your release with multimedia, stylistic elements, and SEO techniques can make your press release live BEYOND the day trip! This event is free.

Wednesday, November 18th at 11:30 am ET
McCormick & Schmick’s Seafood Restaurant
719 Shades Creek Parkway
Birmingham, AL 35209
To register: Please RSVP to Brent Blackburn at brent.blackburn@businesswire.com or 615.661.6123

High Performance Press Releases: Getting Your Release Found, Seen & Shared

Hosted by
Business Wire Austin
Business Wire San Antonio

Get more mileage out of your PR efforts by filling your press releases with power-boosted SEO gasoline. Join speakers Bill Leake from Apogee Search, Charla Adams from Sweet Leaf Tea and Clint Howell from Business Wire for a discussion and tips on how you can optimize your press releases to make them search engine friendly and easier to be found, seen and shared.  This event is free for Business Wire members and $20 for non-members.

Wednesday, November 18th at 12:00 pm CT
the Gallery at Chez Zee
5406 Balcones Dr.
Austin, TX 78731
To register: Please RSVP to Barbie Dunn at Barbie.Dunn@businesswire.com or 210.527.9100

Thursday, November 19, 2009 at 12:00 pm CT
The Quarry Golf Club
444 East Basse Road
San Antonio, TX 78209
To register: Please RSVP to Barbie Dunn at Barbie.Dunn@businesswire.com or 210.527.9100

Social Media: Your Questions Answered

Hosted by Business Wire Seattle

Learn how today’s savvy experts got started in social media and what advice they have for beginners. You’ll learn valuable lessons on interacting in social mediums like Facebook, Twitter and LinkedIn.  The panel is lead by moderator Hallie Janssen, Vice President, Anvil Media, Inc. and includes Carri Bugbee, Owner, Big Deal PR, Inc.; Marshall Kirkpatrick, VP of Content Development and Lead Blogger, ReadWriteWeb; and Imelda Khoo, E-Marketing Manager of Tektronix. This event is free for Business Wire members and $20 for non-members.

Thursday, November 19, 2009 at 11:30 am PT
Governor Hotel
614 SW 11th Avenue
Portland, OR 97205
To register: Please RSVP to Lauren Linscheid at Lauren.Linscheid@businesswire.com


Business Wire at PRSA

November 3, 2009

The PRSA 2009 International Conference begins this Saturday, Nov. 7 in San Diego, and as always, Business Wire will be there, showing you our latest innovations in press release delivery and demonstrating how our high-tech platform beats the competitors with simultaneous delivery, integrated multimedia, superior social media capabilities and more.  Here are some of the highlights of our participation in PRSA:

  • Laura Sturaitis, SVP, Media Services and Product Strategy, will once again join forces with Greg Jarboe of SEO-PR to update their popular “What’s the ROI of Your Press Release?” session to be presented on Tuesday, Nov 10th. “Greg and I are going to share  some of the new trends we are seeing in global search, social media engagement and using multimedia to tell your story and how you can determine what is working for you,” says Laura.
  • Malcolm Atherton, account executive from our Phoenix office, will be handling our Twitter duties live from PRSA — make sure to follow @BusinessWire to get on-the-ground reports from our booth, sessions, workshops and more.  Malcolm, who is heavily involved in the PR and social media communities in Arizona, has his own very informative Twitter feed as well; get to know him before the show at @MalcolmAtherton.
  • We’ll be at Booth #73 with our “Business Wire is HD” presentation, showing you that distributing your press release over Business Wire is, well, just better.  A more attractive press release with embedded hyperlinks, optimized keywords, wider earnings tables, easily downloadable video and pictures, social media sharing . . . come see for yourself why Business Wire is the one to use.  While you’re there, enter your name in a daily drawing for a chance to win a Blu-Ray player, and pick up a special gift, too!
We look forward to seeing you all in San Diego!

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