ARF University

Social Media Bootcamp: Social Media For Research and Marketing

WEDNESDAY, OCTOBER 27, 2010 • 9:00AM–2:00PM

Location:
The Advertising Research Foundation
432 Park Avenue South, 6th Floor
New York City

Description

With millions of people participating on sites like Facebook, Twitter, and YouTube, brands can no longer avoid social media as an effective research and marketing channel. In fact, if Facebook were a country, it would be the 3rd largest country in the world. Data has shown that social networking is becoming the most popular activity online—even more popular than email or search. But what does this mean for your business?

This half-day workshop not only answers that question, but goes further to explore best practices for using social media as a research and marketing tool. And it isn’t just for beginners, as we delve into:

• Setting up a listening strategy
• Creating actionable insights from listening
• Developing a social media marketing strategy
• Infusing social across the organization
• Measuring social media’s effectiveness

Gain insights on moving from listening, to actionable insights, to a well-thought out social media strategy. Hear case studies that identify the best tools for listening to the consumer, and the best ways to use social networks to listen to and engage your consumers. Learn how to infuse social media across the organization, as well as how to measure social media’s effectiveness.

Registration

(Prices include lunch)

INDIVIDUAL REGISTRATION FEES
$200 discount for Industry Leader Forum Registrants

ARF Member: $595
Non-member: $795
ILF Registrant: -$200

GROUP REGISTRATION FEES
Group training special — 3 for the price of 2!
$200 discount for Industry Leader Forum Registrants

ARF Member: $1,190
Non- Member: $1,590
ILF Registrant: -$200

LED BY:

Lynne d Johnson – SVP, Social Media, ARF
As ARF’s SVP Social Media, Lynne is responsible for the social media development strategy related to the organization’s content and brand. She also leads the ARF Social Media Council, which provides social media insights and research for the industry-at-large. As a consultant, Lynne works with Web and media properties on content, brand, and social media development and strategy. She’s also a sought after speaker, and has presented keynotes at conferences around the world such as London’s Future of Web Apps and Australia’s Web Directions. A widely published author and blogger, Lynne wrote the foreward for “Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build Their Brand,” by Shel Holtz and John C. Havens (Wiley, 2008), and she was also the technical editor for Google Voice for Dummies, by Bud E. Smith and Chris Dannen (For Dummies, 2009). As well she provided some technical editing for the second edition of “The Social Media Bible: Tactics, Tools, and Strategies for Business Success,” by Lon Safko and David K. Brake (Wiley, TBD). Currently, Lynne blogs ARF’s Social Media Insights for the Jack Myers MediaBizBlog. Prior to joining the ARF Lynne was the senior editor and community director for FastCompany.com, a leading business innovation website that also features Fast Company magazine.

Steve Rappaport – Knowledge Solutions Director, ARF
As ARF's Knowledge Solutions Director, Steve creates products and services organizing disparate sources into valuable tools for ARF members, such as ARF PowerSearch, and the industry-at-large like ARF Morning Coffee. “The ARF Listening Playbook” draws upon Steve's decades of experience in media content analysis, which began as an undergraduate and continued on through his graduate studies at Annenberg (U Penn), where he trained under - and contributed to the research of - the leading content analysis professors of the day. Steve's business-oriented listening career started in the 1980s as Research Director for The Center for Public Communication, where he lead development of MIDAS (Media Issue Detection and Analysis System), a pioneering solution primarily for reputation management, marketing strategy and corporate positioning whose services were marketed through public relations firms. With Softlogic Solutions earlier in this decade, Steve organized and built an unstructured data management practice, which designed and executed projects in the financial services, media, and pharmaceutical industries, and which relied heavily on evaluating and using text analysis software. Steve is the lead author of the best-selling "The Online Advertising Playbook" (Wiley, 2007).

Chris Boudreaux – Senior Vice President of Management Consulting, Converseon
As SVP of Management Consulting at Converseon, Chris Boudreaux helps leading brands to redesign business processes, improve data integration, and implement effective governance to harness the power of social media to meet business objectives. His work has been featured by industry researchers and journalists including Forrester and Gartner, and he founded SocialMediaGovernance.com, the foremost resource on governance in social media. Chris is co-author of The Social Media Management Handbook, and he has helped leading global corporations including Altana Pharma AG, Bank of America, Blockbuster, Boeing, eBay, Kodak and Microsoft.

Frank Cotignola – Consumer Insights Manager, CIS Center of Excellence, Knowledge Management at Kraft Foods
As part of Kraft Foods’s CIS (Consumer Insight and Strategy Group), Frank leads the group’s Knowledge Management and social media listening/consulting efforts. Frank helped develop the Community Intelligence Portal, which is the largest site of its type at Kraft Foods. He also authors “Randomness,” which is the top blog at the company. His efforts to develop both free and paid (with NetBase, Radian6, and MotiveQuest) listening platforms and insights have led to the integration and usage of such research into traditional “asking” research and shopper insights. Frank has 19+ years of analytic research experience across a number of well-known suppliers and manufacturers.

Peter Fasano
Peter Fasano is an expert practitioner in digital marketing and social media. He has worked inside, and as a consultant, to some of the largest brands in the world including The Coca Cola Company, Turner Broadcasting Systems, Microsoft, and CBS. His expertise in search engine marketing, web development, social media marketing, and analytics is informing and driving the strategies of leading organizations.

Peter has in-depth experience and strong relationships with social media platforms such as Faceboook, Twitter, YouTube, and Flickr. As an Engagement Manager with Dachis Group, Peter has an opportunity to combine his knowledge of social media with his enterprise software experience to drive social business strategies for Dachis Group clients.

He graduated from California State University, Long Beach, blogs at mass+logic and publishes on Twitter @pfasano.

Jeff Rosenblum, Founding Partner, Questus
Jeff Rosenblum is widely regarded as one of the leading pioneers in the field of Internet research. He was one of the first researchers in the country to conduct interface usability tests and online quantitative surveys as he led strategic engagements for some of the most influential companies trailblazing the web, including Microsoft, Netscape, Sega, Walt Disney and Discovery Channel. Jeff currently focuses on the development of proprietary tools and processes for breaking down the boundaries that historically exist between research, strategy and creative. This multi-disciplinary philosophy is helping the Questus team produce industry-changing results for leading brands such as Capital One, Verizon, The NFL, and Suzuki Cycles.