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Beyond Web 2.0: You can’t divide by zero – measuring the effectiveness of free
For the past 20 years, Katie Paine has been analyzing the media landscape and helping her clients figure out whether the money they were spending on marketing and PR was worth it. But now, in the post-Web 2.0 world where so many tools are free (or virtually so), the old ROI no longer works. The new ROI is less about quantity and big numbers than it is about relationships and conversations. This session will discuss how to measure the impact of those "Naked Conversations" on brand, reputation, and relationships.
Katie Delahaye Paine is publisher of the first blog and the first newsletters for marketing and communications professionals dedicated entirely to measurement and accountability. Her book, Measuring Public Relationships: the Data-Driven Communicator's guide to Measuring Public Relationships was published in December 2007. Prior to launching KDPaine & Partners in 2002, Paine was the founder and president of The Delahaye Group, which she sold to Medialink in 1999.
For the past two decades, Paine has been providing professionals with the tools, data, and information to make better business decisions. Paine and her colleagues have conducted interviews and analyzed countless news articles, blogs, newsgroup postings, and internal communications in the relentless pursuit of quantitative and qualitative measures of her clients' marketing success. Paine has worked with companies such as Raytheon, Allstate, Facebook, and Southwest Airlines. Most recently, she has focused on social media measurement as well as providing cost-effective measurement programs for non-profits, small businesses, and government agencies.
Paine's awards and honors include NH Woman Business Owner of the Year by the Small Business Administration (2007); Entrepreneurial Venture Creator Person of the Year by the University of New Hampshire (2006); Business Excellence Award for Excellence in Media & Marketing from New Hampshire Business Review; and Athena award winner and Board member of the New Hampshire Political Library. Paine was an initial founder and former chair of the Institute for Public Relations special commission on measurement and evaluation, and she served as the U.S. liaison to the European Standards Task Force to set international standards for media evaluation. She writes a regular column for PR News on corporate image and crisis communications and contributes to many other publications.
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