Digital Marketing : Social media

This compilation of ANA resources on social media explores ANA survey results, new social media applications, and the issues surrounding the measurement of social media. Case studies from ANA members, such as Skittles and Fiskars, are also included.

VTech, Meteor Solutions, and the Ayzenberg Group presented concrete best practices and actionable strategies for creating social marketing campaigns. They also discussed a case study on VTech's social media campaign and illustrated with real-world examples how the right strategy, content, and tactics can make your next social media campaign a huge success.

Pete Blackshaw, EVP, digital strategic services, Nielsen, shared a broad spectrum of digital trends impacting marketers today.

Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.

Michael Fischer, senior vice president, marketing, Coldwell Banker Real Estate, and Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, described how the company is using social media to meet consumer needs and keep a century-old brand relevant in the digital age. Protocols for crisis management in relation to social-media activity were also shared.

Shishir Mehrotra, director, product management, Google, shared five trends affecting video advertising today.

Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.

Bob Kennedy, director of global advertising, McAfee, and Geoffrey Gougion, managing director, Tribal DDB, discussed McAfee's H*Commerce campaign, which is geared toward raising consumer awareness about cyber crime.

MC Hammer discussed how marketers can use social media to build their brands and increase the bottom line.

A panel of industry experts shared their insights on CNN's series focusing on race in America and discussed what lessons the series might hold for marketers.

Marcy Shinder, VP, brand strategy and marketing of American Express OPEN, and Jason Rudman, director, OPENForum.com Strategy and Marketing, American Express OPEN, shared insights on the small business sector and key marketing trends in the 2009 "do more with less" economic climate and discussed the launch of OPEN Forum 2.0.

Dave Dickman, senior vice president, digital media sales at Warner Bros., discussed how his company is working with brands and advertisers to create and leverage a fully integrated social media strategy across multiple platforms and presented case studies on the use of social media tools.

Alison Moore, HBO's VP of brand strategy and digital platforms, discussed how the brand is focusing on broadening HBO's digital footprint by creating content hubs that connect the brand with consumers, connect fans with each other, and provide a unique digital presence.

Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, lists essential do’s and don’ts for the social media tools YouTube, Facebook, and Twitter.

Patrick Cartmel, managing director, global solutions, Mediaedge:cia discussed the shift from an emphasis on paid media to owned and earned media, case studies on brands who have made this shift, and ways to get started in social media.

Bonin Bough, director, digital media communications, PepsiCo, Inc., discussed PepsiCo’s forays into the social media space via campaigns for Tropicana 50 and Gatorade.

Cynthia Ashworth, vice president of consumer engagement at Dunkin’ Donuts, discussed how the brand continues to grow by tapping all forms of media and messaging to attract new customers, while keeping core patrons passionate and engaged.

Andrew F. Schirmer, EVP, managing director, McCann HumanCare, discussed the ways in which digital and social media can be used to target pharmaceutical customers over the age of 50.

A panel of industry experts discussed who should own social media—public relations agencies, traditional advertising agencies, or digital ad agencies.

Brian Wallace, VP, digital marketing, Research in Motion, shared the details behind the company’s new social media strategy.

Steve Ennen, Managing Director, Wharton Interactive Media Initiative and Lecturer in Marketing, Wharton School, discussed important things marketings should consider when advertising in the social media ecosystem.

With case study examples from brands like Papa John's, Pier 1, and Carharrt, Joel Book, Director of eMarketing Education, ExactTarget demonstrated how smart marketers can use email marketing and social media to accelerate marketing ROI.

Richard Kelly, global marketing research leader at GE Capital, shared GE’s systems and processes for applying innovation in everyday thinking to take on some of the company’s (and their customers’) toughest challenges.

Stephanie Fierman of Marketing Mojo Inc. presented several strategies that marketers can put into place immediately that will save your company money and grow consumer relationships.

Joe Lagani, vice president of brand sales at Glam Media, discussed how Tinker can help drive conversations between brands and consumers.

Jane Butler, Managing Director of Advertising Sales—West at Google, discussed the rapidly shifting online environment and highlighted trends that every marketer should know to make informed decisions for future campaigns.

Nadya Kohl, VP of digital advertising services, Experian, discussed a new audience-centric approach to targeting digital media, addressed the importance of maintaining consumer privacy standards as a pre-requisite for success, and reviewed case studies of leading companies embracing these new opportunities.

Steve Rubel, SVP of Edelman Public Relations Worldwide, discussed how marketers can use the combination of social networks and search marketing to “pull” consumers into their brands.

Reid Hoffman, chairman, CEO, and co-founder of LinkedIn, shared his perspective on a range of topics, including the power of social networks, new media winners and losers in the current economy, and what’s ahead.

Jerry Canning, Director, Google Financial Services, discussed how marketers in the banking sector can gain insights into their customers and prospects by analyzing their website behavior, search engine terminology, and posts on social media sites.