WEDNESDAY, OCTOBER 27, 2010 • 9:00AM–2:00PM
Agenda | Speakers
Location:
The Advertising Research Foundation
432 Park Avenue South, 6th Floor, New York City
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:
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.
Welcome
Lynne d Johnson – SVP, Social Media, The ARF
The Foundations of Listening - Listening Workshop
Steve Rappaport – Knowledge Solutions Director, The ARF
Why Social Media Listening?
Frank Cotignola – Consumer Insights Manager, CIS Center of Excellence, Knowledge Management at Kraft Foods
Turning Riders Into Rap Stars – Using Social Media to Fundamentally Change a Brand
Jeff Rosenblum – Founding Partner, Questus, Inc.
Lunch
The Faces of Social Media
Patricia Graham – Chief Strategy Officer, Knowledge Networks
How to Drive Business Outcomes From Social Media Insights
Jasper Snyder – Vice President of Conversation Mining, Converseon
Measuring Social Media’s Effectiveness
Peter Fasano – Engagement Manager, Dachis Group
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).
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 – Engagement Manager, Dachis Group
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.
Patricia Graham – Chief Strategy Officer, Knowledge Networks
As Chief Strategy Officer for Knowledge Networks, Patricia Graham is responsible for identifying the strategic direction of the firm along with capabilities, alliances and partnerships that drive future growth. Ms. Graham brings depth of senior executive experience in general management, strategic marketing and product development, operations, and expanding profitable client relationships in information and technology based businesses. Over the past 34 years she has built successful businesses and evaluated the marketing plan performance and advertising effectiveness of hundreds of new and established brands. As Executive Vice President, Consulting Services at Nielsen, Ms. Graham led a 1000+-person organization that grew revenue to $280 million and had hands-on business involvement with Fortune 500 consumer packaged goods clients, most notably, Kraft. Prior to that, she was Senior Vice President at IRI establishing the introductory, and stage two, sales and marketing success of BehaviorScan & Media Services. In the six years prior to joining Knowledge Networks, Ms. Graham applied her expertise on the client-side as Executive Vice President/Operating Chairperson, of INTERLINQ Software, driving double digit revenue and profit growth, and President & COO of start-up R2R, Inc. She holds a Master's in political science from Rutgers University.
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.
Jasper Snyder – Vice President of Conversation Mining, Converseon
Jasper oversees all listening and research efforts for Converseon clients. He has ten years of research experience across the consumer and B2B sectors. Before joining Converseon he was Client Services Manager at BuzzBack Market Research and prior to this he was Head of Primary Research for Datamonitor (Technology) in London. Jasper holds a degree in Law and French Law from the London School of Economics and a Master's in Tax Law from Queen Mary, University of London.
