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Five Tools for Creating a Social Media Plan and Forecasting Its Impact

Rex Briggs
Matthew T. Grant
Thu., Nov 29, 2012 12pm ET (9am PT)
90 minutes
This online marketing seminar received 5 star(s)

Social media is "easy," right? Well, maybe ... but measuring your success is more difficult. Your goal should be to inspire impactful engagement that will deliver a significant return. While much has been written about social media, few have shown ROI.

In this seminar, you'll discover why social media beats traditional media in terms of ROI, how to deliver the impact you need to, and how to forecast and plan your campaigns. Rex Briggs, best-selling author and CEO of Marketing Evolution, will provide an easy to understand context for all marketing ROI by explaining how researchers create "Spend to Impact Response Functions" (SIRFs). He'll talk about the underlying mechanics of how social media influences customer choice, and will provide you with five tangible tools to build a successful social media strategy right away.

You'll walk away knowing how to develop content briefs, plan how to execute your social media efforts, and measure social media ROI within a broader marketing context.


Rex Briggs is a leading expert in media effectiveness measurement. He was named one of the dozen "Best and Brightest" in media and technology by AdWeek. In 2006, Rex co-authored the critically-acclaimed book, What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds. The ground-breaking book showed how marketing investment was wasted by analyzing $5 million worth of cross media campaigns at thirty-six of the world's top marketers. His most recent book, entitled SIRFs Up—Catching the Next Wave in Marketing, hit #1 for marketing books on and made the best sellers list at Barnes & Noble.

Who Should Attend?

If you're a marketer juggling a complex media mix and you want to beef up your social media efforts, this PRO seminar is for you!

What Will You Learn?

  • How to develop a social strategy that includes content briefs, as well as execution and measurement plans
  • Valuable social media best practices that you'll actually use
  • How to painlessly and effectively measure the ROI of your social campaigns


SIRFs Up—Catching the Next Wave in MarketingTen lucky winners will be chosen at random to win a free copy of Rex Brigg's new book, SIRFs Up—Catching the Next Wave in Marketing. To qualify, simply complete the short survey at the end of the live Q&A session.

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