Paul Banas
Senior Category Insights Manager, Kraft Foods
Bio »
Michael Maziarka
Vice President Marketing and Client Services, Visible Technologies
Bio »
Sheila Murphy Seles
Director, Digital and Social Media, ARF
Bio »
Members: Miss a meeting?
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February 16, 2012 at 1:30-4:30PM, Reception starting at 4:30PM
Advertising Research Foundation
432 Park Avenue South, 6th Floor
New York, NY 10016
Please join the ARF and Social Media Week for a special program exploring the role of digital and social media in the purchase process. Presentations from leading research companies will explore current research on the relationship between Shopper Insights and Social Media. A special preview of findings from the recent ARF Arrowhead Research Initiative: Digital/Social Media in the Purchase Decision Process will also be revealed. In addition, a panel comprised of representatives from marketing, media, and advertising agency companies will speak to the implications of these findings for the industry. Time will be set aside for audience Q&A. Join us for a wine and cheese reception immediately following the program.
Speakers:
Follow us on Twitter:
@the_arf
@socialmediaweek
#arfforums
#smw12
Venue: Hearst Corporation, 300 West 57th Street (@ 8th Ave)
The Advertising Research Foundation will combine two of our popular forums, People and Social Media to examine how social media has influenced multicultural and diverse spaces. Presenters from Zubi Advertising, Millward Brown, Nielsen, Google, Hewar Social Communications, Ford Motor Vehicles, and Kraft Foods will present case studies and original research demonstrating how social media can be used to effectively target different segments.
Featuring:
Agenda
4:00–4:10PM
Welcome and Introductions
Adam Lavelle – iCrossing
4:10–4:25PM
Social Media within the Context of the New Majority
David Burgos – Vice President, Client Service, Millward Brown
Co-author of Marketing to the New Majority
4:25–4:40PM
Ford Case Study
Jennifer Batchelor – Social Media Strategist, Zubi Advertising
4:40–4:55PM
How has “Comida Kraft” Engaged the Hispanic Consumer via Social Media
Tania Cameron – Senior Manager CRM, Kraft Foods
4:55–5:10PM
Marketing to Muslims
Lisa Mabe – Founder | Principal, Hewar Social Communication
5:10–5:25PM
The 5 Truths of the Digital African American Consumer
Chris Genteel – Business Development Manager, Google
Jason Crain – Direct Sales, Account Manager, Google
5:25–5:40PM
The New Digital Divide
Jon Gibs – SVP Analytics and Insight, Nielsen
5:40–5:55PM
Panel Discussion and Q&A
Moderated by: Adam Lavelle – iCrossing
Jennifer Batchelor – Social Media Strategist, Zubi Advertising
David Burgos – Vice President, Client Service, Millward Brown
Tania Cameron – Senior Manager CRM, Kraft Foods
Chris Genteel – Business Development Manager, Google
Jon Gibs – SVP Analytics and Insight, Nielsen
Lisa Mabe – Founder | Principal, Hewar Social Communication
5:55–6:00PM
Closing Remarks
Adam Lavelle – iCrossing
Sheila Seles – Director of Digital and Social Media, The ARF
Steve Rappaport – Knowledge Solutions Director, The ARF
Social media marketing and CRM have become common practice in business, but social media market research is still a relatively nascent practice. Brands, agencies, and researchers are faced with a challenge when it comes to social media research: on one hand, we have access to staggering amounts of consumer data; but on the other hand, the skills associated with traditional research don’t necessarily translate into creating social insights. That’s where social media research partners can play a role. In this session, we’ll hear from top brands, analysts, and agencies about the process of selecting a social media research vendor. We’ll explore the kinds of questions to ask prospective vendors, the validation clients should look for with social media research firms, and how to work with vendors to create an impactful social media research initiative. Join us for a networking reception after the session to apply what you’ve learned. We’ve invited top social media research companies to participate in “speed dating” conversations over wine and cheese. Hear what they have to say and put what you’ve learned in the session to the test!
4:30–5:30PM Wine & Cheese Reception Sponsored by GugelPlex TV
Featured Speakers:
Social Media Research Vendor Panelists:
And if you're interested in keeping the conversation going in between meetings, check out our LinkedIn group: http://linkd.in/TheARF
Social Media research is both an art and a science. We have tools to gather data about online conversations, but it takes skilled—even artful—interpretation to turn that data into insight. What are the skills needed for today's social analyst/strategist? How can social media researchers balance the science of data collection with the art of insight? How can research veterans adapt their skills to meet the demands of social media research? Join us for a panel discussion of how leading companies are mastering the art of social media research.
Featured Speakers
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
Kirsten Recknagel – Chief Operating Officer, MotiveQuest
Grant McCracken – Research Affiliate, Massachusetts Institute of Technology (MIT)
Agenda
2:30-2:40
Welcome and ARF Announcements
Sheila Murphy Seles – Director, Digital and Social Media, The ARF
Zena M Pagán – Forums & Ogilvy Awards Manager, The ARF
2:40-2:50
Introductions and Agenda Overview
Michael Maziarka - Vice President Marketing and Client Services, Cymfony
2:50-3:05
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
3:05-3:20
Kirsten Recknagel – Chief Operating Officer, MotiveQuest, LLC
3:20-3:35
Grant McCracken – author, Chief Cultural Officer
3:35-4:15
Panel Discussion Moderated by
Michael Maziarka - Vice President Marketing and Client Services, Cymfony
Panelists
Paul Banas - Senior Category Insights Manager, Kraft Foods
Phil Buehler – Senior Partner, Head of Planning, Ogilvy
Kirsten Recknagel – Chief Operating Officer, MotiveQuest, LLC
Grant McCracken – Research Affiliate, Massachussetts Institute of Technology (MIT)
4:15-4:30
Next Steps and Adjournment
Michael Maziarka - Vice President Marketing and Client Services, Cymfony
Paul Banas - Senior Category Insights Manager, Kraft Foods
Sheila Murphy Seles – Director, Digital and Social Media, The ARF
Zena M Pagán – Forums & Ogilvy Awards Manager, The ARF
Social media is becoming a critical part of progressive marketing thinking. With the rise of social media, the consumer has been able to drive the conversation with or without input from the brands.
The mission of the Social Media Forum is to:
* Help companies understand how they can be the chief storytellers for their own brands within the midst of all of the noise and conversations.
* Create appropriate metrics that can gauge the impact of marketing efforts in social media.
* Develop a plan for research/insights to bring the voice of the human into the boardroom by “listening” to what is said in social media as part of a cohesive research program.
* Have the ARF leverage social media with its membership and the marketing/media community to develop and demonstrate successful social media marketing principles.
ARF Forum sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President and CEO. Learn more about the benefits of ARF membership.
Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.
432 Park Ave South, 6th Floor
New York, NY 10016
