|Begins:||Thursday, November 6, 2014 at 9:00am|
|Ends:||Thursday, November 6, 2014 at 2:30pm|
125 West 55th Street (between 6th and 7th Avenues)
New York, NY 10019
NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. DUNKIN' DONUTS SHARK WEEK CASE STUDY (10:00-10:45AM)
This summer Dunkin' Donuts partnered with Discovery Channel's "Shark Week" to create innovative social and interactive programming. This included the "Take a Bite, Take a Pic" campaign where anyone who shared a selfie taking a bite out of their favorite breakfast item on Twitter or Instagram using #DDSharkWeek were eligible to win prizes. In this session, Nick Dunham, Director of Media – Dunkin' Brands Inc. will share how through the combination of unique social programming and exclusive digital content they developed a truly innovative, immersive experience and opportunities for deeper engagement.
Nick Dunham, Director of Media – Dunkin' Brands Inc.
II. WHAT MATTERS MOST IN SOCIAL? (11:00-11:30AM)
In this session, Adam Khan, VP Social Media Measurement and Analytics – Citi and Ali Skodol, Associate Director of Social Media – Razorfish will share an overview of Citi's approach to measurement for its US consumer social media properties.
Adam Khan, VP Social Media Measurement and Analytics – Citi
Ali Skodol, Associate Director of Social Media – Razorfish
III. ANA/WHITE OPS BOT FRAUD TEST RESULTS (11:30AM-12:30PM)
There are estimates that 25-50% of money spent on digital advertising is wasted and much of that is "bot fraud" – sites with phony traffic that collect payments from advertisers through the middlemen who aggregate space across many sites and resell the space for web publishers. Bot fraud affects display, video, and mobile advertising. ANA has partnered with White Ops on research with the objectives of determining the level of bot fraud occurring across the digital advertising of leading national advertisers, providing actionable data which advertisers can use to assess and reduce/eliminate bot fraud in future campaigns, and creating a credible and repeatable national benchmark for fraud levels. There were more than 30 ANA member companies who participated in this initiative. In this session, ANA Social Media Committee members will get a first look at the results of this very important industry research.
Michael Tiffany, Chief Executive Officer – White Ops
LUNCH (12:30 – 1:00PM)
IV. IHEARTMEDIA, INC. SOCIAL MEDIA CASE STUDY (1:00-2:00PM)
iHeartMedia, Inc. (formerly known as Clear Channel Media + Entertainment) includes a wide range of advertising-supported, consumer-focused media businesses, including 859 radio stations and 20,000 live music events. In this session, iHeartMedia, Inc. will share a case study and best practices in social media.
V. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, we will open up the discussion to talk about issues that ANA Social Media Committee members are facing and build upon those topics to explore in future meetings.
Michael Donnelly, SVP, Group Head Global Digital Marketing – MasterCard Worldwide and ANA Social Media Committee Chair
Webinar information is provided to logged in Members only.