|Begins:||Thursday, March 24, 2011 at 9:00am|
|Ends:||Thursday, March 24, 2011 at 2:30pm|
|Location:||Reed Smith LLP
599 Lexington Avenue
New York, NY 10022
Meeting notes are available to current, logged in Members only.
9-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda
I. OREO'S STRATEGY FOR BUILDING BRAND CONNECTIONS USING SOCIAL MEDIA (10:00am-11:00am)
Jessica Robinson, Associate Director of Consumer and Customer Engagement for Kraft Foods, and Sarah Hofstetter, Senior Vice President of Emerging Media & Brand Strategy at digital agency 360i, will share how Oreo uses digital and social media to bring their brand essence to life online. In this session, Oreo will also present a case study revealing how the brand has utilized social media to inspire advocacy, build community and stay connected to their millions of fans.
Sarah Hofstetter, Senior Vice President of Emerging Media & Brand Strategy - 360i
Jessica Robinson, Associate Director of Consumer and Customer Engagement - Kraft Foods
II. THE REAL ROLE OF SOCIAL MEDIA (11:15am-12:15pm)
Hey Social Media? New Media called - they want their Bubble back. We're currently operating in a time where the signal to noise ratio for all things social media is off the charts (and not in a good way). But perhaps the problem is our short memories as we look to teach an old, tired dog new tricks with a mission critical opportunity and imperative: the ability to build real, authentic and tangible relationships between brands, employees and the customers and communities they serve. In this presentation by thought leader and bestselling author Joseph Jaffe, he will outline what he believes is the real role of social media, the rise of "non media"; together with the importance of combining a proven, classic and fundamental account planning discipline to the game changing possibilities that social media brings to the table.
Joseph Jaffe, Author - "Flip the Funnel: How to use existing customers to gain new ones"
III. MEMBER ROUNDTABLE DISCUSSION (1:15pm-2:15pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:
a. Social Media Measurement: Social media has exploded. Despite this rapid growth, clients have many questions and one of their primary issues is measurement. In this session we will ask members to share experiences in their use of social media measurement.
b. ANA/ARF/WOMMA Social Media Measurement Initiative
We will provide a brief update on the ANA Social Media Measurement Industry Initiative with ARF and WOMMA.
c. The Future of the ANA Social Media Committee
In this session, we will ask members to share their thoughts on future topics for discussion including member suggestions for ideas on an industry initiative that the ANA Social Media Committee can own in 2011.
Marni Gordon, Director, Marketing & Media Committees - ANA