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Digital Marketing

This event has ended.
Begins: Tuesday, May 10, 2011 at 12:00pm
Ends: Tuesday, May 10, 2011 at 5:00pm
Location: ANA Headquarters
708 Third Avenue
33rd Floor
New York, NY 10017

Meeting notes are available to current, logged in Members only.

12:15-12:30 Introductions, Review of Agenda

12:30-3:00 Social Media

3:00-5:00 Privacy

5:30 start Cocktail Reception/Dinner presented by Google


I. BMW LEVERAGES ONLINE COMMUNITIES (12:30pm-1:30pm)
BMW is known as being the ultimate driving machine. However, since BMW was launching their first electric vehicle, they wanted to encourage consumers to talk about them as a brand with innovative mobility solutions. BMW decided to break into a community they had never approached before, beta testers and socially conscious early adopters, a group of consumers that lived almost exclusively online. In order to reach this influential audience, BMW's first step was to establish editorial integrity by creating an entirely new BMW Franchise, BMW Documentaries, which was a series of films launched without any paid media. These films were designed to create a collaborative conversation among social influencers and facilitate the discovery of the content in the appropriate context. Using a progressive outreach strategy to target their niche audience BMW made sure the right people saw the films, engaged with additional online content and began a dialogue with BMW and each other. Within a matter of weeks this effort resulted in over 100 million PR impressions, 10 million twitter impressions, and 200k documentary views.
Discover how BMW, partnered with their agency KBS+P, created online communities and consumer dialogue with the brand through highly relevant content and targeting.

Speakers:
Steve Thibodeau,
Chief Digital Officer - KBS+P
Trudy Hardy
, BMW Marketing Communications and Consumer Events - BMW of North America, LLC


II. MEMBER ROUNDTABLE DISCUSSION: FACEBOOK BEST PRACTICES (1:45pm-2:45pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, we are asking each member to come prepared to share their top 2-3 best practices when working with Facebook. Some of the information we are asking ANA Digital Marketing Committee members to share are: case studies using Facebook as part of your brand's marketing/media plans and/or "best-in-class" examples from the industry, key learnings, and best practices in measurement and privacy.

Facilitator:
Carole Walker
, Vice President, Integrated Marketing Communications - Mars US


III. I KNOW WHERE YOU WILL BE NEXT SUMMER AND OTHER MYTHS OF MOBILE MARKETING (3:00-4:00pm)
The mobile advertising legal and regulatory landscape is littered with emotional rhetoric. Online behavioral advertising, tracking and location based marketing with some consumer groups, legislators and regulators foretelling doom could be the end of privacy as we know it. But do we actually 'know it?' Mobile marketing represents a further convergence of advertising and technology and this session will explore the current state of law and regulation in mobile marketing - what's real and what's hot; what's coming and what's not.

Speaker:
Joseph Rosenbaum
, Partner - Reed Smith LLC


IV. MEMBER ROUNDTABLE DISCUSSION: PRIVACY (4:00-5:00pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, we will ask members to identify the key online privacy issues they are facing including social and mobile. We will also discuss the latest developments on online privacy legislation and the self-regulatory principles for online behavioral advertising.

Facilitator:
Carole Walker
, Vice President, Integrated Marketing Communications - Mars US


V. ANA DIGITAL MARKETING COMMITTEE MEMBERS "AFTER HOURS" EVENT SPONSORED BY GOOGLE
(5:30 start)
Please join us for a complimentary ANA Digital Marketing Committee member "After Hours" networking event on May 10th sponsored by Google. Cocktails and dinner will begin at 5:30 at Megu located at 845 United Nations Plaza, 47th Street in NYC.

If you would like to attend, please RSVP by May 2nd to Greg Markant at gmarkant@ana.net. Please note that space is limited and available on a first come, first served basis.

 

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