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Date & Time
Starts: Tuesday, October 20, 2009 at 9:30am
Ends: Tuesday, October 20, 2009 at 2:30pm
Location
R/GA New York
350 West 39th Street
New York, NY 10018
To Attend Via Phone and Webinar
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Agenda
AGENDA
THEME: SOCIAL MEDIA
I. AD COUNCIL "THAT'S NOT COOL CASE STUDY" - NEW WAYS TO SPEAK TO TEENS (9:45-10:45am)
How do you capture the attention of a teenager to prevent intimate dating abuse among teens? Answer: Start with a compelling message precisely targeted to 13- to 17-year-olds and spread the word across relevant traditional and social media. The campaign is designed to help teens recognize digital dating abuse and give them the tools to initiate a conversation about it, allowing them to "draw their own digital line".
Speakers:
Deborah Leiter, Vice President, Campaign Director - Ad Council
Dawn Winchester, EVP, Chief Marketing Services Officer - R/GA
II. COLDWELL BANKER REAL ESTATE - SOCIAL MEDIA CASE STUDY (11:00-12:00pm)
Dana Haase, Director of Consumer Marketing for Coldwell Banker Real Estate will share information on how the company is using social media to meet consumer needs and keep a 103 year old brand relevant in the digital age. Dana will also share information on protocols for crisis management in relation to social media activity.
Speaker: Dana Haase, Director of Consumer Marketing - Coldwell Banker Real Estate
III. COMPARISONS OF SOCIAL MEDIA MARKETING (SMM) AND TRADITIONAL MEDIA ADVERTISING/MARKETING - DO THEY STACK UP? (12:45-1:45pm)
Social2B will provide a brief overview of Social Media Marketing and Advertising similarities, differences, and points of integration. Can you really compare SMM with Advertising in terms of metrics, measurements, and Return on Marketing Investment? A unique view of a ‘Chief Marketing Officer' will be presented, with supporting statistics and research. A few topics will be explored from different view angles: media buying, lead generation, conversions, and client acquisition. Finally, we will explore what Advertising Agencies can do in partnership with their clients to protect the investment in traditional advertising, and integrate TV, OOH, Print, and Online Advertising with Social Media Marketing.
Speaker: Alex Romanovich, Founder, Chief Marketing Officer - Social2B
IV. ANA SURVEY RESULTS: HARNESSING THE POWER OF NEWER MEDIA PLATFORMS (1:45-2:15pm)
Be the first to learn how your peers are navigating the explosion in newer media platforms to drive demand. ANA survey results will explore the use of search, social networks, user-generated content, podcasts, blogging, and more. This survey will address issues including usage of new media platforms, spending, measurement/ROI, resource allocation, and integration with other elements of the communications mix as well as comparisons between b-to-b and b-to-c marketers.
Speaker: Marni Gordon, Director, Marketing and Media Committees - ANA
V. OTHER ISSUES (2:15-2:30pm)\
We'll solicit ideas for future meetings and open the floor for any other areas of discussion.