Insights & Highlights from the ANA Digital & Social Media Conference

July 24, 2012

By Bill Duggan

Last week ANA hosted our Digital & Social Media Conference in California and I took away a number of key insights and highlights.

Pete Blackshaw of Nestlé spoke about the importance of fundamentals and the need for there to be employee guidelines for social media.

According to Activision’s Jonathan Anastas, 95 percent of campaigns with a huge social media component also have paid media, in addition to earned and owned. So social media on its own rarely builds a brand.

It’s not just fan count; it’s getting fans to talk about your brand. American Licorice’s Michael Kelly looks at engagement ratio – the number of fans talking about the brand divided by their total fan count.

Learn from social media disasters. Monitor social media, be prepared for negative feedback from customers, be pro-active, respond quickly, and respond via social media as any errors will be magnified in social media, says Doug Wood of Reed Smith and ANA’s chief legal counsel.

Collaborative content based on key consumer insights can even help build a traditional brand. Sally Lee, editor in chief, led a bold makeover of Meredith’s Ladies Home Journal.

Social media tips from the Bravo celebrity panel… Be authentic. Be responsible. Timing is important – determine the window when your posts will be most effective and determine how many posts are too many and therefore spam.

Christina Morrison of Intuit says that social media is about the money. It’s a business and there is a need to tie social media activity back into revenue.

Smirnoff’s Michelle Klein and Wayne Arnold of Profero don’t believe a consumer like is an active sign of engagement, as it’s a bit lazy. Consumers engage when there is a reward for participation — some type of physical reward to the end user. For every digital reaction, Smirnoff wants to give a physical reward.

Narry Singh of Outfit7 (Talking Tom app) thinks that, when you make things silly, they become honest and disarming.

Corning (Lisa Burns) has proven that you can do long form video content on the web, as their 5½ minute video (from agency Doremus) has been viewed almost 20 million times.

The 3MS initiative (Making Measurement Make Sense) has three initial implementation priorities: (1) defining an impression via a shift from a served to a viewable impression; (2) establishing audience currency with the introduction of an online GRP metric, providing reach and frequency reporting of viewable impressions; and (3) standardizing classification of ad units by implementing a classification system and taxonomy for banners, rich media, and streaming video ads.

And kudos to Michael Donnelly of MasterCard for being such a terrific conference chair.

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