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

<a href='http://feeds.rapidfeeds.com/11843/'><img src='http://feeds.rapidfeeds.com/chix_pix/feed2.png' border='0' /></a> <a href='http://feeds.rapidfeeds.com/11843/'>Subscribe via RSS to ARF feature articles</a>. <script type="text/javascript" src="http://s7.addthis.com/js/200/addthis_widget.js" ></script><script type="text/javascript"> var addthis_options = "facebook, twitter, digg, delicious, google, live, more"; </script><a href="http://www.addthis.com/bookmark.php" onmouseover="return addthis_open(this, '', '[URL]', '[TITLE]')" onmouseout="addthis_close()" onclick="return addthis_sendto()"><img src="http://s7.addthis.com/static/btn/lg-share-en.gif" width="125" height="16" alt="Bookmark and Share" style="border:0; margin-bottom: 12px;"/></a> <img style="float:left; margin-right: 14px;" src="http://s3.amazonaws.com/thearf-org-aux-assets/chairs/johnson.jpg" alt="Johnson" width="80" height="100" border="0" /> Professional blogger and social media expert, Lynne d Johnson has joined the ARF as the SVP, Social Media. In this new position, Lynne will guide members on how they can best utilize social media to gain insights and achieve their business objectives. She will also launch the ARF’s <a href="/assets/social-media-council">Social Media Council</a> and expand the ARF’s social media presence. Lynne previously worked as Senior Editor/Community Director of FastCompany.com. There she oversaw both content and community functionality, and wrote the Digital Media Diva blog, which covers technology, media, marketing, and the entertainment biz. She has also consulted with Web and media properties on content, brand, and social media development and strategy. Prior to working at Fast Company, Lynne was General Manager of Digital Media for Vibe and Spin magazines, where she managed marketing, editorial, production, business development, and sales operations for the magazine's Web sites and mobile properties. We asked Lynne about her vision for the Social Media Council and her perspective on how social media is altering the marketing landscape. ARF: What attracted you to joining us? When I met ARF’s Chief Research Officer, Joel Rubinson, at Brandworks University 2009: “How to jump start engagement, sales and growth in the conversation economy,” and learned that this 73-year-old organization wanted to take a leadership role in the social media space, I was sold. With its long history as a leader in the marketing world, the ARF has a unique opportunity to provide research, insight, and leadership and push the social media dialogue forward. The ARF can establish best practices and research for its members in the advertising, public relations, and marketing industries, as well as the industry at large. By creating community for The ARF, the organization will be in a better position to lead the charge in defining what it takes to develop a community. The ARF will also be in a better position to determine and develop an assessment tool that explains the ROI of social media activities. The ARF can and will lead by example. ARF: What is your vision for the new Social Media Council? The ARF seeks to become a thought leader in cultivating best research and marketing practices regarding social media in order to share this information with members and the industry at large. In that regard, the mission of the Social Media Council is to: <ul> <li>Help companies understand how they can be the chief storytellers for their own brands within the midst of all of the noise and conversations.</li> <li>Create appropriate metrics that can gauge the impact of marketing efforts in social media.</li> <li>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.</li> <li>Have the ARF leverage social media with its membership and the marketing/media community to develop and demonstrate successful social media marketing principles.</li> </ul> ARF: How do you see the role of social media in today’s marketing and media world? 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. It’s past due time for brands to not only join the conversation, but to actively listen as well. We’re in the era of the 4Cs of marketing, which contains any combination of: <ul> <li>Customer's wants and needs, the Cost to satisfy the customer; the Convenience; and Communication.</li> <li>Commitment, Consistency, Connection, and Change</li> <li>Communication, Customization, Collaboration, and Clairvoyance</li> <li>Customer value, Convenience, Change, Communication</li> <li>Community, Citizenship, Customer, Conversation</li> <li>Customer, Competition, Cost, Communication</li> <li>Content, Context, Connection and Community</li> </ul> Whichever combination of the 4Cs you ascribe to, they all spell out the same thing: A customer-centric approach to marketing. ARF: ARF members have expressed their desire to implement social media programs into their media mix, but their uncertainty on how to best measure their efforts. What advice and suggestions can you offer? There’s a lot of talk about the ROI of social media nowadays. Forrester Research projects companies will spend $3.1 billion annually on social media by 2014. And nearly 50 percent of respondents to a Marketing Profs poll said that social media measurement is “Important” to them. So there’s no wonder this is a concern. ROI is going to take a measurement mix of both qualitative and quantitative analysis—from Web analytics, to tracking links and blog mentions, as well as closely monitoring social media mentions and activities. Members have to think about what levels of engagement they desire first, and then understand the metrics around that engagement. You need to start out with a clearly defined goal, and that goal’s focus must be on building relationships first. Those relationships will drive product, your program, or whatever initiative you’re embarking on. And this is how you’ll get there: <ul> <li>Create Awareness </li> <li>Be Transparent </li> <li>Build Trust </li> <li>Listen </li> <li>Converse</li> <li>Convert </li> </ul> 2009-09-30T00:00:00-05:00

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<img style="float:left; margin-right: 14px;" src="http://s3.amazonaws.com/thearf-org-aux-assets/chairs/johnson.jpg" alt="Johnson" width="80" height="100" border="0" /> Professional blogger and social media expert, Lynne d Johnson has joined the ARF as the SVP, Social Media. In this new position, Lynne will guide members on how they can best utilize social media to gain insights and achieve their business objectives. She will also launch the ARF’s <a href="/assets/social-media-council">Social Media Council</a> and expand the ARF’s social media presence. Lynne previously worked as Senior Editor/Community Director of FastCompany.com. There she oversaw both content and community functionality, and wrote the Digital Media Diva blog, which covers technology, media, marketing, and the entertainment biz. She has also consulted with Web and media properties on content, brand, and social media development and strategy. Prior to working at Fast Company, Lynne was General Manager of Digital Media for Vibe and Spin magazines, where she managed marketing, editorial, production, business development, and sales operations for the magazine's Web sites and mobile properties. We asked Lynne about her vision for the Social Media Council and her perspective on how social media is altering the marketing landscape.

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

2009-09-30T15:18:20-05:00