NEW YORK, NY--(Marketwired - Feb 18, 2014) - Social Media Week -- During a sold-out Social Media Week panel on February 19th, House Party's SVP of Research & Analytics, Peter Storck, will unveil research showing that the ROI of experience-driven social marketing campaigns can be measured, and with impressive results. Working with Nielsen and other third-party analytics providers, House Party has found that just a medium-sized campaign (2,500 parties) drives $2.50 in gross revenue in the first three months for every $1 the brand spends.
"It's more important than ever for marketers to prove the success of their efforts, using verifiable, third-party data whenever possible; gone are the days when novelty and qualitative feedback could drive major decisions on social media and other new channels," said Storck. "Many people believe that social marketing can't be measured as accurately as more traditional marketing channels, and that if you could measure it, the results would disappoint. But our research shows that both ideas are decidedly false."
In addition to House Party's Peter Storck, the Social Media Week panel includes Keller Fay COO Brad Fay, NBC Universal VP of Sales Research Rob Boris, and Analytic Partners CEO Nancy Smith. They'll be sharing cutting-edge research on how a brand's social-marketing efforts can boost its bottom line, citing real-life examples of successful social campaigns.
Central to the discussion will be an upcoming landmark study by the Word of Mouth Marketing Association (WOMMA) designed to quantify the value of word-of-mouth campaigns and establish best practices for their execution and measurement. Bringing together leading minds from major brands, agencies and research groups, this "Return on Word of Mouth" study will determine the value of word of mouth relative to other media and help brands evaluate the efficacy of their marketing activities.
Titled "The ROI of Social Marketing, Online and Off," and hosted by WOMMA, the panel presentation will contribute to a growing body of evidence that properly executed social-marketing campaigns can deliver more bang for the buck than anything else in the marketing mix.
About House Party
House Party is an experience-driven social marketing platform that drives consumer recommendations, at scale, to build brands and increase sales. Our platform enables brands to easily identify influential advocates, engage them with in-person brand experiences, and amplify their advocacy through social media, generating unmatched results.
House Party offers brands two advocacy marketing solutions -- House Party campaigns (for a shared group experience) and Chatterbox campaigns (for an individual brand experience). For clients who want to leverage the resulting earned-media content to create more effective paid digital media, House Party also offers "Reality Advertising."
House Party programs, all rigorously measured, are employed by many of the world's best-known brands, including Kraft, Kimberly Clark, MillerCoors and Hasbro. Follow us @HousePartyInc.