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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. MASTERCARD'S STAND UP TO CANCER PROGRAM – DIGITAL & SOCIAL MARKETING (10:00-11:00AM)
Elaine Lawson, Vice President, U.S. Digital Marketing – MasterCard Worldwide will discuss how MasterCard leveraged digital and social media channels to #DoGood in support of the company's partnership with Stand Up To Cancer.
Elaine Lawson, Vice President, U.S. Digital Marketing – MasterCard Worldwide
II. GET SOCIAL (11:15AM-12:15PM)
Ben Blakesley, Marketing Manager - Vanguard Group, Inc. will give ANA Social Media Committee members a preview of some of the concepts in his new book (Get Social). Ben will also provide advice and insight into having better customer service interactions online and the different roles necessary for a successful social media team.
Ben Blakesley, Marketing Manager - Vanguard Group, Inc. and author of Get Social
LUNCH (12:15 – 12:45PM)
III. RANDOM HOUSE GETS SOCIAL WITH THEIR AUTHORS (12:45-1:45PM)
Random House publishes an array of bestselling and award-winning writers, from Pulitzer Prize winning nonfiction to Edgar Award winning thrillers. Their company's social media is not in support of their corporate identity, but instead is used to build sales and recognition for their talented authors. Kristin Fassler, Director of Marketing for the Ballantine Bantam Dell division – Random House, will discuss best practices for representing different personalities in social media, from film star Ashley Judd to elusive fantasy author George R.R. Martin, and offer suggestions on how to ensure that the unique voice and brand identity of each author emerges.
Kristin Fassler, Director of Marketing for the Ballantine Bantam Dell division – Random House
IV. MEMBER ROUNDTABLE DISCUSSION: ORGANIZING FOR SOCIAL (1:45-2:30PM)
In this session, we will ask ANA Social Media Committee members to share some innovative ways they are organizing and staffing their marketing organization structure around social media. Some of the areas to be discussed are: in-house agencies, unique models/staffing/SOWs with their AORs, outsourcing, community management, hybrid models, etc.
Michael Donnelly, SVP, Group Head Global Digital Marketing - MasterCard Worldwide and ANA Social Media Committee Chair