1. Social Media & Integrated Marketing Programs: How to Monitor, Measure & Demonstrate Results Sandra Fathi President, Affect Strategies President, PRSA New York Chapter Email: sfathi@affectstrategies.com Twitter: @sandrafathi Web 2.0 Conference San Francisco, March 30, 2011

3. 1. Start with the End in Mind Photo Credit: WeddingDish.com

4. 2. Identify & Understand Your Audience

5. 3. Fish Where the Fish Are

6. 4. Key Performance Indicators Photo Credit: SheKnows.com

8. 5. Build Tracking, Tripwires & Milestones

9. 6. Map Out a Plan

10. 7. Establish Rules of Engagement Photo Credit: U.S. Army

11. 8. Nourish with Great Content

12. 9. Monitor, Measure, Analyze, Tweak & Repeat

13. The Q4 2009 New York City campaign: 723 sales leads 900+ sweeps leads $1,067,000 in revenue (by close of Q4 2009) 114% year-over-year increase

14. The Q4 2010 Campaign: 35 interviews 594 articles 267,399 visitors to the site in 90-days directly from articles placed 357 % year-over-year increase

16. Celebrity Judges

18. 5/12/2015 Contact Information & Resources: On Slideshare – www.slideshare.net/sfathi Sandra Fathi sfathi@affectstrategies.com Twitter: @sandrafathi LinkedIn, Facebook: Sandra Fathi Web: www.affectstrategies.com Blog: www.techaffect.com