The document summarizes presentations from the 2012 AdAge Digital conference. Key presenters discussed focusing on brand purpose over technology, defining brand behaviors before social channels, and connecting the physical and digital for audiences. Google's Project Re: Brief experiment showed taking risks online by reminding attendees to apply old marketing rules to today's tools. The conference highlighted using digital as a connection rather than just a channel.

1. { }
AdAge
Digital
2012

2. conference for
digital marketers
{ }
what is it?
April 17-18, 2012
NYC

3. Fab Facebook
Tumblr Verizon
Anheuser-Busch
Gap
{ }
who
was
there? Spotify
AT&T
Sony
Hulu
Mastercard Gatorade

4. { } Gap
who: Seth Farbman, Global CMO
theme: stop thinking about the technology and instead think
about the purpose
highlights: • digital is dead; if it doesn’t meet the filters the founders
would have used, then it is technology for technology’s
sake; it should be about the idea
• creating and allowing for community with partners that
make sense with the brand positioning
• go back to a start-up mentality
• don’t think of digital as a way to stay relevant, instead
think of the best way to communicate your message to
your audience

5. { Gatorade }
who: Randall Brown, Global Director of Digital Strategy
theme: social is not a what, it is a where
highlights: • go back to the brand essence and brand behavior before
thinking about the social channels; when you have this
defined, it becomes really easy to show, demonstrate and
define those behaviors
• consumers have the power of media and consciousness
of marketing

6. { Facebook }
who: David Fisher, VP Business and Marketing Partnerships
theme: content should be fluid and ubiquitous
highlights: • the content challenge is curation: how do we find what is
meaningful to us? It is increasingly happening on
Facebook and other places like it; we turn to friends for
what to read, listen to, watch, eat, buy, etc. 92% of people
trust recs from friends, including those from social media.
• social is about many lightweight interactions: your brand
needs an always-on strategy, encouraging conversations
• we are 50% more likely to remember an ad when you
see a friend's name associated with it

7. { Anheuser-Busch }
who: Lucas Herscovici, Global Dir. of Strategic Innovation-Mktg
Winston Wang, Global Dir of Strategic Innovation-Technology
theme: don't have a digital strategy, have a connection strategy
highlights: • leverage indirect channels to drive to our direct
channels, like using Shazam in TV commercials
• building integrated social by partnerships between
marketers and technologists
• figure out how to connect the physical and the digital:
augmented reality, scan bottles to learn batch, if you are
the first you can name the batch, use Shazam to get free
download, RFID kiosks in NOLA,Video Genie contest
for Super Bowl tickets

8. { Google
Project Re: Brief }
who: Coca-Cola, Avis, Alka-Seltzer, Volvo
theme: if you focus on the technology, you are screwed; it has to
be about the idea
highlights: • nothing Earth-shattering was said in the film, but
everyone needed to be reminded to go back to the
basics: use the old rules and apply them to the tools we
have today
• the problem is that people are afraid to take risks on the
web; they are being way too conservative. That is why
Google did this experiment: to show it can be done
• digital is the layer that connects everything together; it is
not a channel

9. { thank you }
@reeves501
msadverthinker.com
ereeves@stoneward.com