MSM London follows our highly successful events in Boston, San Francisco and New York. Check out the buzz from these events now on at #MSM10.
The key question at Monitoring Social Media 09 in London was "How can I listen to my customers?" This year many companies are looking beyond listening and asking "Now that I have all this data, how can I use it?" At this conference we want to tackle both of these questions head on with an excellent line-up of presentations and panels.
Topics we will cover include:
  • Social Media Monitoring Tools and Services
  • Brand and Reputation Management
  • Sentiment Detection and Analysis
  • Data Quality and Filtering
  • Identifying and Connecting with Influencers
  • Beyond Listening: Measurement and ROI
  • The Future of Social Media Monitoring
  • Case studies and Best Practice
The conference will be fully interactive with presentations, case studies, Q & A sessions and panel discussions. There will also be an Exhibition Area including many of the leading social media monitoring and measurement tools and services. The ticket price includes lunch (optional), refreshments and a handbook and networking drinks at the end of the day.

Programme Highlights
    • Making Sense of Twitter: A Monitoring & Analysis Case Study
      Nicolas Saintagne – Spotter
      With more than 200 000 users, Twitter is a "niche" social network which gives a snap shot of how the web will be used in the future. It is therefore necessary to include it in the conversation monitoring strategy of a brand. Through the analysis of 50 000 tweets collected on a retail market sector, Nicolas will analyse how to categorise opinions expressed by consumers about the brands and will discuss the use of Twitter as a source for marketing Intelligence.
    • Extracting Context and Meaning from Social Media
      Keith Woods-Holder - VP Research, Glide Technologies
      With the huge number of threads and conversations in social media, how are companies supposed to keep track of what's important? (Let alone use it as actionable intelligence?) In this presentation Keith focuses on how to 'clean up' data and how to make it more relevant at the organizational, departmental and individual level, what to look for in tools to help you accomplish this and how to turn charts and analysis into a social media strategy.
    • The Story of Monitoring & Listening: Past, Present, Future
      Simon McDermott - Attentio
      Social media monitoring and listening has evolved dramatically since the middle of the last decade. Simon McDermott, co-founder of Attentio, one Europe's first social media monitoring companies, will share his experiences of the last 5 years. He will also discuss the future of monitoring, the threats and opportunities that companies may encounter, and the potential future value that can be created or destroyed by the brands that are now buying into this market in increasing numbers.
    • Identifying influencers as part of your social media strategy
      Charlie Osmond - FreshNetworks
      Having conducted an in-depth review of 8 of the leading social media monitoring tools, and how effective they are at identifying influencers, Charlie Osmond, Strategy Director at social media agency FreshNetworks, will discuss how the different tools identify influencers. He will also explore the importance of influencers in the context of a wider social media strategy.
    • Deus ex machina: The hidden cost of social media monitoring
      Robin Grant - We Are Social
      Social media monitoring tools, from the free to the most expensive, only do so much. Unfortunately, they all require humans to generate insights from the data and to respond to it. Robin will look at the skills required and the time it takes gain real value from social media research and monitoring, whether that's conversation audits, influencer research or ongoing social media monitoring, as well as what it takes to put a real-time listing and responding programme in place.
    • Vodafone: A Social Media Engagement Case Study
      Neil Scaife & Aleksander Stensby - Integrasco
      In this session Neil and Aleks will explain how Vodafone uses social media to listen to and engage with customers. They will show how the company identifies and communicates with influencers, how its multi-platform strategy maximises engagement, and how this drives brand preference, customer satisfaction, communications, service/product design and employee engagement. They will highlight how Vodafone measures ROI and touch on the criteria used in selecting Integrasco as their social media monitoring/analytics partner.
    • Social Media Monitoring for Small Business
      Mark Schmulen - Constant Contact
      Many of the tools for monitoring social media have been designed "by Geeks for Geeks", or for Enterprise clients with a full time marketing team. But small business owners have different objectives and metrics for success. Most importantly, they have very little time in the day to devote to social media marketing. In this session, Mark will share how small businesses can effectively leverage and measure their social media marketing efforts without having to waste a lot of time.
    • Case Study - Using Social Media to Improve Customer Experience
      Mark Rogers, Market Sentinel & Robert Jardine, Carphone Warehouse
      Mobile phone retailer Carphone Warehouse uses an extensive set of surveys, tools and processes to scientifically measure and manage customer experience. In early 2010, their tools revealed that Carphone Warehouse needed to improve customer experience, however, the company struggled to prioritise which experiences to focus on based on the wide range of data from its various tools. They decided to look to social media for help. This case study shows how Carphone Warehouse successfully used social media tracking in conjunction with their existing toolset to contextualise the customer experience and prioritise their responses to major problem areas.
    • Using Social Media Monitoring to Crowd-source Product Feedback
      Gianandrea Facchini - Founder and Owner, BuzzDetector
      Based on a highly innovative case study involving leading pharmaceutical company, Boehringer Buscofen, Gianandrea will demonstrate how to use social media monitoring to successfully crowd-source product feedback. Now, twelve months on from this project, he will explain how to use the insight gained from this kind of A/B testing to enhance produce development and increase sales.
    • How to Monitor and Measure Social Media ROI
      Marshall Sponder - Analyst WCG
      There is no doubt that social media offers value-add for marketers, but how do they measure it? Social Media Monitoring platforms such as Radian6, Sysomos and Brandwatch offer insights into online mentions, and tools like Compete provide competitive intelligence, but neither show how it translates into revenue or ties in to your marketing channels. In this no-nonsense session Marshal will highlight what you need to do in order to measure your social media activities against your goals.
    • How to set your monitoring goals to match your brand personality
      Catriona Oldershaw, Director - Synthesio UK
      Drawing on its four years of social media monitoring experience, Synthesio has identified four typical brand personalities, distinguishable by the strength of sentiment they arouse and the volume of buzz and comments they generate on the social web. Catriona will provide an overview of these brand types, and use case studies to show how, by mapping them against common monitoring objectives, it’s easy to identify the fastest route to achieving a return on your investment.
Sponsors & Exhibitors

    • BrandWatch logo

Event Information
Tickets can only be booked online with a credit or debit card. You do not need a Paypal or Google Checkout account to buy a ticket.

  • Ticket Terms
    • A limited number of Early Bird tickets are available.
    • Tickets are non-refundable and non-transferable
    • Contact us for reductions on group bookings (5+)
    • View our full Terms and Conditions

  • What's included in the price?
    • A one-day conference in London
    • Lunch (optional) and refreshments
    • Access to the Exhibition Area
    • A handout with notes
    • Networking drinks

  • Who's coming?
    • Marketing Strategists & Directors
    • PR & Communications Managers
    • Social Media Experts
    • Bloggers & Journalists

Media Partners
CIPR image
The CIPR is the professional body for PR practitioners in the UK. With over 9,500 members, involved in all aspects of the public relations profession, it is the largest body of its type in Europe. The CIPR advances the PR profession in the UK by making its members accountable through a code of conduct, developing policies for the PR profession, representing its members and raising standards through education and training. For further information, please visit
Event Details
Monday 22nd November

Cavendish Conference Centre
22 Duchess Mews

Lead Sponsors

Alan Hamlyn
Co-founder, MarketMeSuite
At just 23, Alan is one of the UK’s most innovative tech entrepreneurs. Creator of MarketMeSuite, the popular Twitter marketing dashboard, he also writes tech blog
Charlie Osmond
Strategy Director, FreshNetworks
A former London Entrepreneur of the Year, Charlie is a co-founder of FreshNetworks, the social media agency which specialises in online communities. Prior to FreshNetworks he co-founded FreshMinds which was twice named UK Market Research Agency of the Year.
Simon McDermott
Managing Director & Co-founder, Attentio
Simon has an MBA from Vlerick business school and extensive experience in sales and business development with Intel Corporation and Cisco Systems. He co-founded Attentio and is a recognised authority on social media listening.
Robert Jardine
Head of Insight, Carphone Warehouse
Rob leads the team at Carphone Warehouse that uses consumer and market data to drive growth and customer advocacy. Previously, Robert spent 10 years in strategy consulting, most recently with Bain and Company.
Aleksander Stensby
Analytics Director, Integrasco
A specialist in social media analytics and frequent public speaker, Aleksander is a co-founder of Integrasco. He holds a MSc in Computer Science, specialising in Pattern Recognition and Textual Analysis. He runs the Analytics Team at Integrasco.
Neil Scaife
Marketing Director, Integrasco
Neil is responsible for managing Integrasco's UK client relationships. He is a highly experienced marketing professional with 20 years' experience and has held previous roles at Publicis and WPP. He joined Integrasco in August 2009.
Barry Bridges
Head of Insight, Tempero
A regular speaker and social media 'professional', Barry manages all reporting and social media research services for a range of blue-chip clients at Tempero. Previously he founded 'Intelligent Conversation' in 2008 - a reputation management agency supporting the online lives of a range of UK sportspeople and celebrities.
Neville Hobson
Blogger and podcaster / Head of Social Media Europe, WCG
One of Europe's leading early adopters, Neville writes a hugely popular blog and co-presents The Hobson & Holtz Report podcast. In July 2009, Cision UK ranked as the #1 PR blog in the UK.
Nicolas Saintagne
Brand & Corporate Intelligence Business Unit Director, Spotter
After starting his career with Ipsos Medias and Ipsos Music, Nicolas joined OpinionWay in 2002 as Director of Studies. With 10 years experience in marketing studies and opinion polls, he leads the monitoring and analysis of media conversations in social media on behalf of brands, agencies and institutional clients.
Keith Woods-Holder
VP Research - Glide Technologies
Keith is a pioneer in automated sentiment analysis. A former Research Director of Saatchis, he began his career creating advanced mathematical models for the UK Government. He also worked at IBM where he built one of the first commercial sentiment analysis models.
Robin Grant
Managing Director, We Are Social
A 14-year veteran of digital marketing, Robin has run campaigns for Eurostar, Shell, Canon, Skype and Ford. He is a founding member of the governing council of WOM UK and a member of the IAB's Social Media Council.
Mark Rogers
Co-founder, Market Sentinel
One of the UK's most experienced social media monitoring experts, Mark's clients at Market Sentinel include BUPA, Yahoo! Europe and Avis. He was previously a TV Producer and Commissionning Editor of BBC Online.
Catriona Oldershaw
Managing Director, Synthesio UK
An award-winning digital marketer, Catriona is spear-heading Synthesio's growth in the UK. Synthesio works with agencies and brands to provide high-quality, multi-lingual social media monitoring and measurement services.
Giles Palmer
Founder and CEO, Brandwatch
Giles is a recognised expert on social media monitoring technology and data. He has led Brandwatch from a UK Government-funded project to a leading social media analysis company with a global customer-base.
Mark Schmulen
General Manager of Social Media
Constant Contact

As general manager of social media at Constant Contact, Mark leads the company's product and external education strategy. He co-founded NutshellMail, a free social media monitoring tool that acts like a DVR for social networking activity. NutShellMail is now part of Constant Contact's suite of online marketing tools for small businesses.
Sacha Monotti Graziadei
Co-founder and Business Development Director, Blogmeter
Sacha is an entrepreneur and industry expert. He has managed or supervised over 150 listening projects for clients such as Citroen, Samsung, Volkwswagen and Whirlpool. He oversees Blogmeter's global business development and leads the research and consulting aspects of the social media monitoring service.
Marshall Sponder
Senior Analytics Associate, WCG
Marshall is the founder of, an industry blog about Web analytics, social media and search marketing. An Emeritus Director of Social Media at the Web Analytics Association, he is also on the SEMPO Research Committee.
Gianandrea Facchini
founder and owner, Buzzdetector
Gianandrea has over 18 years experience of managing advertising and media for clients of the FMCG, Automotive and Pharmaceutical markets. He is a blogger and founded Buzzdetector to effectively monitor the comments and sentiments of customers.
Luke Brynley-Jones
Director, Influence People
Having developed over 40 online communities over the past 10 years, Luke is one of the UK’s most experienced social media experts. Co-founder of Influence People, Luke is also the Editor of Our Social Times, the popular social media marketing blog, and a respected social media monitoring blog.
Murray Newlands
Director, Influence People
A renowned blogger and social media consultant, Murray has an encyclopaedic knowledge of online marketing. A host of the London Blog Club, and Co-founder of Influence People, he was recently shortlisted for Affiliate Summit Blogger of the Year.