Social media campaign_anaafm_mackin_final44ppt
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ANA Conference in Boca Raton
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Social media campaign_anaafm_mackin_final44ppt
- 1. Personal Brand: Social Media Marketing Group that conceives, builds and executes social media campaigns for B2B and B2C brands: @remarkablydeep Professional Sports Channels & TV Programs Consumer Products Corporate Brands B2B 1
- 2. Develop Leads Start-up: “Gone Fishing” Mission: LISTENING NETWORKING POSITIONING BRAND Content 2
- 3. Off-line (Where): Attend Association of National Advertisers conference where global brand “influencers” were attending the event and discussing global marketing issues. On-line Social (What): Curate conference discussion/learning into social media conversations on Twitter, Instagram and Linked-in, in real-time and following the conference. My goal was to tell the story my target audience wanted to hear. Advertising Transparency Ad Effectiveness Ad Supply Chain Advertiser-Agency Relationships Ad Technology Procurement Social Media Campaign Brief 3 Financial Manageme nt May 1-4, 2016
- 4. Monday: 7:00 AM 12:00 PM 5:00 PM Tuesday: 7:00 AM 12:00 PM 5:00 PM Wednesday: 7:00 AM 12:00 PM 5:00 PM Thursday: 7:00 AM 12:00 PM 5:00 PM Conference agenda 7:30-9pm Social Media Pre-production Research Live storylines Ongoing Story Arcs-Big themes for micro-blogs and blogs Graphic s Conference Social Nikon DSLR Nikon D- 7200 Hi-res photos Adobe Creative Suite GoPro Hero3 Blogs/ Micro-blog i-Phone 6 Campaign Organization “It’s not about B2B, or B2C—it’s about B2 Human,” Stephanie Meyer, Global Head of Marketing Operations-GE Healthcare, “It’s about how we engage with our customers in deep, relevant and varied ways.” 4 #ANAAFM @remarkablydeep Live Live
- 6. ANA Programmatic Town Hall 6
- 7. Programmatic is such a mess right now". executive: Digiday Transparency ANA Day 1 7
- 8. “Bot fraud in US represents $6.4 billion” Bob Liodice/CEO ANA Calls for advertisers to take aggressive action. #ANAAFM #SMAnalyticschat @reallyleila @mrktingwithme ANA “Town Hall” kicks off conference in Boca with a open discussion about “transparency & Fraud” #SMAnalyticschat #ANAAFM “Transparency” Conversation 8 “The agencies are just the agents, not the principals.” Michael Roth/CEO Interpublic Group
- 9. Jeffrey Jones EVP/CMO The way people feel when they shop at Target. ANA conf keynote points to brand activation study for faster growth than advertising. Good Fit for Social Media. #ANAAFM #SMAnalyticschat @reallyleila @mrktingwithme The Language And Behaviors Of Brand Love ANA DAY 2 9
- 10. Record-700 People attending ANA at Boca Bay Beach Club I feel like I am being watched. #ANA #SMAnalyticschat Tweet Brand activation:$595 Billion ,25% digital. Social is perfect match: Relationship, Promotion, Retailer & Influencers 10
- 11. Diana O’Brien @DianaMOBrien Chief Marketing Officer Deloitte Consulting LLP THE NEW CMO MANDATE ANA Day 3 @DianaMOBrienYour presentation was the best of the week! Love 4M’s-Mindset, Moments, Moves, Meaning #ANA In the context of the greater change taking place in the marketing world, Diana will also address the need to trust, inspire, and empower the new “brand ambassadors” — employees, clients, and stakeholders — to fuel authentic conversations about their organizations. 4M’s Mindset Moments Moves Meaning 11
- 12. ANA_Boca_Bay_Beach ANA_Boca_Debrief-End Smith Conference Location Final Debrief Partner Pick-up 12
- 13. Mindset, Moments, Moves, Meaning 13
- 14. “Engage people to think differently.” Unilever: Keith Weed/CMO 14
Editor's Notes
- REMARKABLE PARTNERS IS BOTH MY NEW BUSINESS AND MY PERSONAL BRAND. IT IS A SOCIAL MEDIA COMPANY THAT OFFERS B2B AND B2C COMPANIES END-TO-END SOCIAL MEDIA SOLUTIONS FOR CONSUMER PRODUCTS, TV PROGRAMS AND CHANNELS, PROFESSIONAL SPORTS TEAMS AND B2B COMPANIES.
- HOWEVER, THE COMPANY IS A LEAN START-UP LOOKING TO DEVELOP BUSINESS.
- MY CAMPAIGN BRIEF EXPLAINS THAT I AM ATTENDING THE ASSOCIATION OF NATIONAL ADVERTISERS CONFERENCE WHERE I WILL PARTICIPATE AS AN ATTENDEE AND MY ON-LINE TASK IS TO CURATE IMPORTANT INSIGHTS AND MOVE THAT INFORMATION TO MY TARGET AUDIENCE VIE TWITTER, INSTAGRAM AND LINKED-IN.
- ORGANIZATIONALLY, I AM PREPARED TO COVER THE EVENT VISUALLY WITH VIDEO AND PHOTOGRAPHY AND MICRO-BLOG WITH THE INTENTION OF GATHERING ENOUGH RESEARCH TO EXTEND THE STORY VIA BLOGS IN THE WEEKS TO COME.
- THERE IS NO DENYING THAT THIS IS A SUPER INFLUENCER ENVIRONMENT, BUT I HOPE TO GET A FEW NIBLES WHICH WILL BE DEFINED LATER.
- THE BIGGEST NEWS IN THE US AD BUSINESS HAS BEEN AN ONGOING DISCUSSION ABOUT TRANSPARENCY, PARTICULARLY IN PROGRAMMATIC BUYING. THE CONFERENCE BEGAN ON A SUNDAY AFTERNOON WITH ONE MEETING, THE PROGRAMMATIC TOWN HALL.
- TRANSPARENCY WAS THE #1 AGENDA ITEM AND A SOBERING CONVERSATION WHEN FACTS WERE CONFIRMED THAT OF EVERY DOLLAR PLACED ON DISPLAY OR VIDEO DIGITAL ADS, 63 CENTS WAS GOING TO FRAUD. $6.4 BILLION IN 2016!
- EVEN THOUGH THERE WERE MANY AGENDA ITEMS, TRANSPARENCY GAVE ME PLENTY OF CONTENT TO PUSH TO MY TARGET AUDIENCE, WHICH WAS A RECORD ATTENDANCE.(video-pause audio)
- (RESTART AUDIO) THE ANA IS MADE UP OF MOST TOP CMO’S. IT WAS INTERESTING TO HEAR TARGET’S CMO TALK ABOUT REFOCUSSING TARGET ON 360 DEGREE CUSTOMER EXPERIENCES. THE KEYNOT BY THE ANA’S CEO FEATURED SOME VERY POSITIVE RESEARCH ABOUT BUDGETS DEVOTED TO BRAND ACTIVATION AND DEFINING WHAT BRAND ACTIVATION ACTUALLY WAS. AT $595 BILLION IT DWARFS THE GLOBAL ADVERTISING EXPENDITURES OF $193 BILLION. (PAUSE AUDIO)
- (PAUSE MICROPHONE-VIDEO) BRAND ACTIVATION AT $595B REPRESENTED 25% IN DIGITAL. SOCIAL MEDIA SEEMED TO BE THE PERFECT MATCH FOR MANY OF THE SIX PILLARS OF BRAND ACTIVATION: RELATIONSHIPS, INFLUENCER, PROMOTION.
- MY FAVORITE CMO PRESENTATION WAS FROM DIANA O’BRIEN, A VETERAN OF THE CONSULTING SIDE AND A PART OF THE DIGITAL ACQUISITION SPREE THE COMPANY HAS BEEN ON TO PROVIDE DIGITAL SERVICES, INCLUDING CREATIVE. I SUSPECT YOU WILL HEAR MORE ABOUT THE FOUR M’S-MINDSET, MOMENTS, MOVES AND MEANING.
- THE WEEK CAME TO AN END AND I FELT LIKE I WAS COVERING A NEWS STORY WITH INTERVIEWS, NOTES, MICRO-BLOGS, AND VIDEO. I ENDED WITH A TRIP TO PICK UP MY PARTNER, SMITH, MY THREE YEAR OLD, 10 POUND MINI-SCHNAUZER. (PAUSE AUDIO) THANK YOU