Medialab Prado

Audio of the session: 

Guests

• Adrián Segovia (@asegovia), Director of Market Intelligence at Prisa Noticias (El País, AS, Cinco Días and magazines)
• Ramón Azofra (@ramonazofra), Founder and General Director of I-move Digital Agency agencia digital I-move
• Jaime Valverde (@mitus82), Social Media Strategist at the consultants Social Media Marketing Territorio Creativo
• Pere Rovira (@pere_rovira), Partner and Director at Elisa Group in Spain. His specialty is improving online businesses. 

Moderated by Nacho Montoya (@trasgu)

Outline of the topic

Social Media have clearly gained territory and since 2005 they fill a larger percentage of web traffic sources on websites. Investments in interactive marketing on Social Media is on the rise as shown by the fact that CEOs have started to realize that something significant is happening on Social Media and they need to be concerned about more than just their Google SERP.  The real question, however, is whether we are aware of what Social Media can contribute to our acquisition of web traffic. In fact, we usually talk about traffic from Social Media in a horizontal way although traffic from Facebook has nothing to do with that coming from Linkedin, and traffic from environments in B2C sectors is not comparable to that generated in B2B sectors.

It is not unusual to find paradoxical cases such as one where increasing activity on Social Media decreases conversion rates. What is the explanation? What role does each social network play? How can we measure the success or failure of a strategy? What real value do they contribute to sales channels? We will try to answer all these questions on this Conversion Thursday in February.

More information here