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Friday, Breakout Session,  9:45–10:45 a.m.
SNCR Award-Winning Case Study: "Measurements 201: How to Move Beyond Awareness"                      
The surge in "listening platforms" has allowed most companies to track the impact of social media and content marketing programs on brand awareness and share of voice. But as corporate investments in social media increase, is "awareness" a sufficient measure? This session will focus on additional ways companies can begin to measure the impact of their "marketing 2.0" efforts. Joe Chernov, director of content for Eloqua, the 2010 SNCR Excellence Award winner, will discuss how his company measures the impact that social content is having on brand engagement, customer advocacy, and demand generation. Think of it as a "measurement 201" course.


Speaker:
Joe Chernov is the director of content for Eloqua, where he oversees public relations, analyst relations and social media. Joe is responsible the creation of all of Eloqua’s market-facing content and the distribution of that material throughout the social Web. Before joining Eloqua, Joe was the VP of communications and associate VP of marketing for BzzAgent.  He has presented to the FTC about the Commission’s “Endorsement Guidelines” and has lectured on content marketing and social media ethics at universities and international marketing conferences. Connect with Chernov on Twitter at @jchernov.