Details

You already know the impact of social media—but does the rest of your organization?

Join Hootsuite’s CMO Penny Wilson and Senior Manager of Social Marketing Eva Taylor along with Forrester’s Senior Analyst Jessica Liu to learn how to communicate the ROI of social media to execs and how to show them the untapped opportunities waiting for your organization.

In this webinar, we’ll show you how to build a strong business case that will help you earn bigger budgets for your social media efforts. You’ll also get answers to the top five questions marketers have when trying to understand what their CMO is looking for in a business case—straight from Hootsuite’s own CMO Penny Wilson.

What You'll Learn

  • How social teams can get more budget for top of funnel activities
  • The top 5 concerns of a CMO you need to include in your business case
  • The key shifts in ROI measurement you need to know


  • Photo of Penny Wilson

    Penny Wilson

    CMO at Hootsuite

    Penny Wilson is chief marketing officer at Hootsuite, the most widely used social media management platform. She leads the company's global marketing, growth and customer support organizations, driving market leadership, brand awareness, demand generation, and the creation of memorable customer experiences.

    Penny has more than 30 years of experience in senior marketing and executive leadership roles at Juniper Networks, Macromedia, Alias|Wavefront and Merrill Lynch.

    Penny enjoys spending her free time with family and friends, running, hiking and skiing.

  • Photo of Jessica Liu

    Jessica Liu

    Senior Analyst at Forrester

    Jessica is a Senior Analyst at Forrester, serving B2C Marketing Professionals with a focus on social marketing. Prior to joining Forrester, Jessie spent 10 years on the marketing agency side, working closely with leading B2C and B2B brands to define and execute their digital go-to-market, acquisition, and retention strategies. She led and managed agency teams specializing in branded content, social media, native advertising, influencer marketing, sponsorship and events, and offline-to-online customer journeys. Her industry experience spans Fortune 100 brands in financial services, technology, telecom, and retail.

    Jessie holds an MBA from The University of Chicago Booth School of Business and a B.A. from The University of California, Berkeley in political science.

  • Photo of Eva Taylor

    Eva Taylor

    Senior Manager of Social Marketing at Hootsuite

    In her role as Senior Manager of Global Social Marketing at Hootsuite, Eva is responsible for developing and executing Hootsuite's global social strategy, as well as understanding and demonstrating the value of social to the business.

    Having worked at startups, agencies and large-scale companies, Eva brings over 8 years of experience in social media, digital marketing and campaign management. During this time, she has created and executed strategies for the likes of Microsoft, Tourism Vancouver, RPS Energy and Lululemon. Eva has a passion for using her expertise to support the community and also holds positions as a Social Media Principal with Women in Tech World and as a Digital Analyst with the BC SPCA.