Social Media Council

Upcoming Meetings

WEDNESDAY, SEPTEMBER 29 • 9:30AM-12:00PM EST
During Advertising Week

In partnership with

Is Social Media Everything?

Registration
To attend in person register via My ARF »
If you have any questions, please contact Zena Pagan at councils@thearf.org.

Location
Bloomberg
7 East, Multi-Purpose Room
731 Lexington Avenue (between E. 58th and 59th streets)
New York, NY 10022

Is “social” a dying term? Today, you can hardly find sectors of marketing that are not inherently social. There’s a huge shift from focusing on channels of communication to focusing on lifestreams and moments, and that means learning how to interrupt this flow of activity to form engagement with people where they are. Because of this, the lines between communication and media channels are becoming increasingly blurred with content -- in every medium. From embeddable Facebook and Twitter in your TV, to location-aware checking in with brands--in the future, in order to be effective, you’ll have to be social. Learn how social is becoming richer and more interactive on four screens — web, mobile, TV, and Digital Out of Home -- and engaging people where they are.

Featured Speakers
Claire Alexander – VP, Digital Strategy, Business Development and Social Media, Discovery Communications
Rob Gorrie – President, Founder at ADCENTRICITY
Gail Horwood – EVP Digital Programming & Strategy, Martha Stewart Living Omnimedia
Venu Vasudevan – Senior Director, Software Platforms Research, Motorola

Agenda

9:30–10:00AM

Registration and Check-In

10:00–10:05AM

Welcome & ARF Updates
Lynne d Johnson – Senior Vice President of Social Media, The ARF

10:05–10:25AM

Gail Horwood – EVP Digital Programming & Strategy, Martha Stewart Living Omnimedia

10:25–10:45M

Venu Vasudevan – Senior Director, Software Platforms Research, Motorola

10:45–11:05AM

Rob Gorrie – President, Founder at ADCENTRICITY

11:05–11:25AM

Claire Alexander – VP, Digital Strategy, Business Development and Social Media, Discovery Communications

11:25–11:55AM

Panel Discussion: Is Social Media Everything? (Audience Q&A included in Panel Discussion)
Moderated by: Felix Gillette – Bloomberg Businessweek Staff Writer
Claire Alexander – VP Digital Strategy, Business Development and Social Media, Discovery Communications
Rob Gorrie – President, Founder at ADCENTRICITY
Gail Horwood – EVP Digital Programming & Strategy, Martha Stewart Living Omnimedia
Venu Vasudevan – Senior Director, Software Platforms Research, Motorola

11:55–12:00PM

Closing Remarks and Adjournment
Lynne d Johnson – Senior Vice President of Social Media, The ARF

Previous Meetings

JUNE 8, 2010

What’s So Special About Social Media? Breaking Down Silos

Who owns social media? Should we hire a social media expert? Is social media part of a multi-channel marketing strategy? When you look at how social media impacts marketing, PR, IT, research, investor relations, HR, media, consumer relations, and nearly every other department, it’s hard to think about social media as being owned by just one department and existing in a silo. Social media has become just too important and widespread to exist in a vacuum. We can’t even accurately measure social media, without looking at how it impacts the broader marketing mix and other departments. For a while now, PR has been the driver of the social media story, but it’s time to break social media out of its silos and into an integrated tool across the organization.

Moderator
Ned Winsborough – CI Manager, Consumer Networks, General Mills

Featured Speakers
John Bremer – SVP, Global Representativeness, Harris Interactive.
Israel Mirsky – EVP, Emerging Media and Technology, Porter Novelli
David Witt – Senior Brand Public Relations Manager, General Mills

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

General Mills Going Social
Breaking Down the Silos: Social CRM and Social Media Metrics
Measuring Opinion Through Social Media

February 2, 2010

Social Media Week Special Council

The Science of Social Media

During Social Media Week (February 1–5). For more information on Social Media week please visit socialmediaweek.org/newyork.

More event photos on Flickr »

According to a study by a research team at Penn State, 20% of Tweets are about brands,. And it’s not only Twitter where people are talking about brands. It also happens on Facebook, online forums, blogs, online communities, and other social networks.  What makes people share so much information online? How can you better understand consumer behavior online to virally spread your message? Why does social media work, and why has it become such an effective form of communication? Learn how social psychology, user experience, site design, and an effective marketing strategy play into social media participation—and why word of mouth is one of the most powerful forms of marketing.

Featured Speakers
Duncan J Watts - Principal Research Scientist, Yahoo! Research, and author of Six Degrees: The Science of a Connected Age
Jeff Doak – Chief Technology Officer, Converseon
Ned Winsborough – CI Manager, Consumer Networks, General Mills

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Using the Web to do Social Science (and Maybe Social Media Science)
Social Media Monitoring Metrics
Uncovering Insight by Engaging Consumers Online

DECEMBER 10, 2009

Building Your Brand Audience

Social Media is free marketing research—people are talking about brands without companies having to pay them to find out what they like or dislike. How can the power of social media be harnessed to better serve the brand? How can online conversations be curated to better shape the brand narrative? Brands that truly get social media understand how to tap into the influence of communities and evangelists to build deeper, more passionate, relationships between consumers and their products. Using social media effectively takes more than just writing a blog, creating a widget, setting up a Facebook fan page, or starting a Twitter account. Social media is a strategy that fits into the overall marketing plan and touches every aspect of it. Listening to the conversation, being transparent, and establishing trust goes a long way to building brand audience and turning that three-month campaign into a 365, 24-7 strategy just by focusing on your audience’s interests. This new era of marketing is about building customer engagement through meaningful dialogue, creating offline and online synergy, to create co-authored brand stories. Learn how building brand audiences and creating brand experiences can transform both advertising and marketing.

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Meeting Notes and Combined Presentations:
Growing Your Graph
The Connected Consumer
“No, I Don’t Want to be FacebookFriends with my Butter”

SEPTEMBER 23, 2009

The ARF introduces our new SVP, Social Media, Lynne d Johnson at the Social Media Council launch!

Social media is a critical part of progressive marketing thinking. The consumer, with the rise of social media, has been able to drive the conversation with or without input from the brands. This change in who controls the dialogue has transformational impact:

1. Social media creates a brand/consumer conversation that will transform organizations.
2. Social media blends brand communications, PR, customer care, research and insights as all happen simultaneously via the conversation.
3. Most marketers are still struggling to find a coherent social media strategy.
4. Social media produces naturally occurring conversation and behavior that offers incredibly rich insights, but companies are still learning how to mine this continual stream.

The ARF launched its new Social Media Council with a panel of industry experts explaining how social media creates convergence among the advertising, marketing, public relations, customer care and consumer insights spheres.

PRESENTATIONS AVAILABLE NOW FOR ARF MEMBERS ON MY ARF

Combined Presentations

Council Chairs

Paul Banas – Senior Category Insights Manager, Kraft Foods

Paul Banas is a Sr. Category Insights Manager in the Consumer Insights and Strategy group for the Oscar Mayer business unit of Kraft Foods. Paul is an experienced marketing research professional, with over 16 years of researching and developing consumer insights, focused mainly on the consumer packaged goods industry.

His research on Kraft brands has spanned multiple aspects of the business, including new product development, integrated marketing communication and advertising research, brand positioning, and digital media and marketing.

Within his current role at Oscar Mayer, Paul is championing efforts to increase the role of digital as a critical part of the future of marketing research, especially in the areas of social media listening, social media tracking and measurement, and digital advertising analytics.

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Michael Maziarka – Vice President Marketing and Client Services, Cymfony

Michael joined Cymfony in 2010 to lead the marketing and client services teams with a focus on expanding and retaining Cymfony's enterprise-class client base. Mike has more than 20 years of experience in social media, content and document management, electronic publishing, and infrastructure software industries. During his career, he has served in a variety of roles including product marketing, product management, corporate communications, industry analyst, analyst relations, and consultant. He has held P&L responsibility, working for small through large technology companies including BEA Systems, InfoTrends, Xyvision, Frame Technology, and Datalogics. And, he has chaired numerous industry conferences and held an active role in various industry consortiums and industry standardization initiatives. Mike holds an M.B.A. Degree from DePaul University and a B.S. Degree in Computer Engineering from Iowa State University.

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Jim Oliver – VP of Global Measurement Science for Emerging Media, Nielsen

Jim Oliver is VP of Global Measurement Science for Emerging Media at Nielsen. He leads a Marketing Science R&D group, oversees Panel Management, and manages a global team that collaborates with clients and industry on measurement issues. Previously, Dr. Oliver was Head of Advertiser Research at Google, focusing on consumer behavior, advertising response, and offline/online interactions. Prior to Google, he was Director of Database Marketing and Analytics at eBay, responsible for segmentation, modeling, and optimization for key marketing channels. He holds a Ph.D. in Operations and Information Management from The Wharton School, as well as a BS and MS in electrical engineering.

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Nathaniel Perez – Head of Community Intelligence, SapientNitro

Digital thinker, marketing addict, technology obsessed, musically skilled. Helping brands live and breathe social marketing, emerging and digital experiences.

Nathaniel is head of Community Intelligence at Sapient Interactive. Part of a world class group of digital strategists, he works on  groundbreaking social marketing approaches, platforms and offerings. Community Intelligence is all about creating marketing experiences that are focused on influence, harnessing its power across channels to trigger measurable digital engagement, action and communication.

He’s a digital veteran with over 14 years of agency experience working for leaders such as Razorfish and IBM Global Services. With a deep technology background, he has created strategies, partnerships, productized technology platforms to fuel marketing innovation across disciplines, including media, word-of-mouth, analytics, consumer insights, social applications & platforms, mobile, digital out-of-home and rich experiences. As an experienced marketer, he has helped over 100 Global 1000 clients execute successful and innovative digital marketing strategies.

Nathaniel has tackled marketing and technology in numerous industries, while working for clients such as H&R Block, Coca-Cola, ADT, Kraft, Air Canada, Citi,  JCPenney, AT&T, Terra, Condé Nast, Mercedes AMG, Carnival Cruises, Burger King and many more.

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Lynne d Johnson – SVP, Social Media, The ARF

Lynne d Johnson is responsible for content, brand and social media development and strategy, and the ARF Social Media Council.

Previously, Lynne was Senior Editor/Community Director of FastCompany.com. There she oversaw both content and community functionality, and wrote the Digital Media Diva blog, which covered technology, media, marketing, and the entertainment business.  Her ten year history of bringing together communities both online and offline includes similar leadership roles at Vibe and Spin magazines, as well as BlackPlanet.com. 

Lynne is a sought after speaker, and has presented keynotes and moderated panels around the world about the future of media, web 2.0, women in tech, African-Americans in tech, and the intersection of music and technology. Most recently, she served as keynote of one of Australia's leading Web Conferences, Web Directions South, and as the chair and host of the Urban/Multicultural Mashup at YPulse's Youth Marketing Mashup. And she wrote the foreword for Tactical Transparency: How Leaders Can Leverage Social Media to Maximize Value and Build their Brand by Shel Holtz and John C. Havens.

When not working on the Web, Lynne is an adjunct professor in the Audrey Cohen School for Human Services at the Metropolitan College of New York. She also taught at the College of Mount Saint Vincent, in the instructional technology tract of its MS program in Urban and Multicultural Education.

A veteran blogger, Lynne received the 2006 Black Blogger Achievement Award from the Annual Black Weblog Awards.

Lynne earned a BA in Journalism from SUNY New Paltz and an MBA in Media Management from the Metropolitan College of New York.

She currently serves on the Board of Directors of the Literary Freedom Project, a nonprofit arts organization, as well as Interactive One, the Interactive arm of Radio One and TV One, and was on the Advisory Board for Ypulse Youth Marketing Mashup 2009, and the Advisory Board for BlogHer Business '08.

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