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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 was 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. IHEARTIGNITE: MAKE YOUR SOCIAL WAR ROOM WORK (1:00-2:00PM)
In today's socially-driven world, brands must find the intersection between consumer interests and content. In this session, iHeartMedia, Inc. (formerly known as Clear Channel Media + Entertainment) will discuss how they leverage content that their audience is passionate about, and utilize social media influencers to connect brands with fans at massive scale.
Laura Hagen, SVP Connections East – iHeartMedia, Inc.
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.
Meghan Medlock, Director, Committees and Conferences – ANA
Shannon Scanlin, Associate Manager, Committees – ANA