|Begins:||Thursday, March 21, 2013 at 9:00am|
|Ends:||Thursday, March 21, 2013 at 2:30pm|
708 Third Ave (Btwn E 44th & E 45th Streets)
New York, NY 10017
Meeting notes are available to current, logged in Members only.
NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. THE REAL ROLE OF SOCIAL MEDIA (10:00-11:00AM)
We are 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. Thought leader and bestselling author Joseph Jaffe 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"
II. SOCIAL MEDIA MEASUREMENT INDUSTRY STANDARDS UPDATE (11:00-11:30AM)
In this session, the Media Rating Council will explain their role in the industry, recent social media measurement standard setting activities and potential opportunities for ANA Social Media Committee members to get involved.
David Gunzerath, Associate Director and Senior Vice President – Media Rating Council
George Ivie, Executive Director – Media Rating Council
III. MARKETING 2020 - ORGANIZING SOCIAL FOR GROWTH (11:30AM-12:30PM)
In a world in which almost all global brands are "socially active," everyone agrees that Social Marketing is crucial. The question is: how can you structure, evolve, and organize the marketing organization so that it becomes Social Marketing Ready? The ANA is partnering with EffectiveBrands, a global marketing consultancy, to conduct the Marketing2020 – Organizing for Growth study. This important industry initiative will focus on identifying how marketing can best focus and organize to support business growth in today and tomorrow flat, transparent and social world. The study findings will offer ANA CEOs, CMOs, key brand leaders and their teams both a strategic framework and practical guidelines to ensure that marketing strategy, structure and capability are fully aligned to grow the business.
In this session, Stef Gans, DEO of EffectiveBrands will provide ANA Social Media Committee members with an overview of the study's objective and conduct a roundtable discussion for members to provide key input on the following four topics:
1) The role of marketing in delivering the business strategy
2) The best way to structure the marketing in a social age
3) How to build the capability - equipping the marketing function for success in digital and social marketing
4) How to emulate the leadership skills, competencies and behaviors of winning CMOs
Stef Gans, CEO – EffectiveBrands
LUNCH (12:30 – 1:00PM)
III. ANA MEMBER "SOCIAL SNACK PACK" (1:15-2:15PM)
"Social Snack Pack" will be a series of short, intensive presentations, with ANA Social Media Committee Members sharing they are doing within social at their organizations. Confirmed participants are:
a) Vanguard Group, Inc.: Ben Blakesley, Social Media Specialist and Eric Haberacker, Marketing Manager will discuss how Vanguard Group Inc. approaches social organization within their company. You will also hear how content is created, reviewed, and how their team operates.
b) Zep Inc.: Mari Hayes, VP Strategic Marketing will share how Zep. Inc. develops social strategy by taking good ideas based on the learning of others, and to "Just Do It".
c) CIT: Danielle Gustafson, Director, Digital & Social Media will talk about what CIT is doing in the social space.
Ben Blakesley, Social Media Specialist – Vanguard Group, Inc.
Danielle Gustafson, Director, Digital & Social Media – CIT
Eric Haberacker, Marketing Manager – Vanguard Group, Inc.
Mari Hayes, VP Strategic Marketing – Zep Inc.
IV. MEMBER ROUNDTABLE DISCUSSION (2:15-2:30PM)
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 discuss key takeaways from today's meeting and open the floor for ANA Social Media Committee members to suggest topics for future meetings.
Michael Donnelly, SVP, Group Head Global Digital Marketing – MasterCard Worldwide and ANA Social Media Committee Chair