10 Key Takeaways from ANA's 2015 Digital & Social Media Conference

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<ul><li><p>2015 ANA DIGITAL &amp; SOCIAL MEDIA CONFERENCE</p><p>10 KEY TAKEAWAYS</p><p>from the</p></li><li><p>Ahead are the 10 key takeaways.</p><p>We are here to build strong brands [for the purpose] of driving business, said ANA President and CEO Bob Liodice in his opening remarks </p><p>at the ANA Digital &amp; Social Media Conference in July. That idea not being in a space for the sake of being present, but using social and </p><p>digital media to advance the brand and drive sales would be a constant theme throughout the conference. </p><p>2 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p></li><li><p>Relevancy is social currency. Vineet Mehra, president of global </p><p>marketing services at J&amp;J Consumer Group of Companies</p><p>3 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>1. Injecting purpose and relevancy into your brand draws attention and consumer advocacy.</p></li><li><p>Its not just marketing thats gone digital; business has gone digital. </p><p> Andy Markowitz, general manager of performance marketing labs at GE</p><p>4 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>2. Social and digital media are no longer alternatives. Theyve gone mainstream, and marketers need to treat them as priorities.</p></li><li><p>If youre not moving to e-commerce fast enough, you will be irrelevant. Cindy Chen, global head of e-commerce at Mondelez International</p><p>5 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>3. Brands need to realize that online channels are for more than just building brand awareness. Digital and social media can drive conversions.</p></li><li><p>You ignore the power of storytelling at your own peril. Doug Busk, global group director of digital communications &amp; social media at The Coca-Cola Company</p><p>6 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>4. Social media provides a unique opportunity to showcase stories that drive deep, meaningful connections between </p><p>consumers and brands. Marketers need to tell those stories.</p></li><li><p>Earned media has power. You should think about earned first. Scot Cottick, senior manager of social media marketing at Nissan N.A.</p><p>7 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>5. Consumer word of mouth can be as powerful as anything else. Look to leverage an authentic message that will resonate with influencers.</p></li><li><p>You buy crap, you get crap. Randall Rothenberg, president and </p><p>chief executive officer at the IAB</p><p>8 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>6. Viewability should be a critical concern to advertisers. Marketers need to pay attention to where their media spend is going </p><p>and ensure its not funding fraudulent or wasteful businesses.</p></li><li><p>Drive impact, not activity. Erick Dickens, vice president of </p><p>marketing at Kings Hawaiian</p><p>9 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>7. Highly active social accounts only prove you have a robust publishing schedule. Dont strive for volume, focus on </p><p>producing content that will grab consumer attention.</p></li><li><p>We have to earn peoples attention, advocacy, and trust. John Bell, vice president of enterprise digital marketing at Travelers</p><p>10 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>8. The only way to win on social is to be authentic, relevant, and deliver on the brand promise. This is how you turn people </p><p>into customers and customers into advocates.</p></li><li><p>Being irrelevant to the consumer is not acceptable.</p><p> Adam Broitman, vice president and senior business leader of global digital marketing at MasterCard</p><p>11 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>9. Used properly, the amount of consumer data available can eliminate the guess work. Use it to push relevant messages </p><p>to consumers in the moment they want them. </p></li><li><p>Pumpkin freakin spice. Sarah Hofstetter, chief executive officer at 360i</p><p>12 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>10. Memes and trends can be alluring, but dont jump on things just because theyre popular. Use social media to tell true, </p><p>meaningful stories that connect with people and improve their lives. Emotion does more than sell, it creates long-term relationships.</p></li><li><p>13 Copyright 2015 by the Association of National Advertisers, Inc. All rights reserved.</p><p>All the quotes featured in this presentation come directly from sessions presented during the 2015 ANA Digital &amp; Social Media Conference.</p><p>SOURCES</p><p>https://www.facebook.com/pages/Association-of-National-Advertisers-ANA/12484614382?sid=a68f65c36b68ff08335e0ada6cf922c5&amp;refurl=http%3A%2F%2Fwww.facebook.com%2Fs.php%3Fsid%3Da68f65c36b68ff08335e0ada6cf922c5%26src%3Dfftb%26q%3DANA%26n%3D-1%26o%3D4%26k%3D1000https://twitter.com/ANAMarketershttps://www.linkedin.com/company/association-of-national-advertisershttps://instagram.com/anamarketers/</p></li></ul>