The Socialization of CNN: The Presidential Election from YouTube to Facebook Connect
While the 2008 presidential election was historic in ways that far outstrip the significance of social media, it also proved a landmark election for the melding of traditional media and social media into a more universal, and dynamic, way for people to experience the news. In this session, CNN’s Andy Mitchell takes OMMA Social attendees through what CNN learned about incorporating social media into its coverage, from its use of YouTube as a platform for presidential debates to its partnership with Facebook Connect on the day of President Obama’s inauguration.
9:45 AM
Creating an Authentic Brand Dialogue Using Social Media
While applications and other advertising on social networks continue to grab headlines, the ultimate promise of social media remains having an authentic dialogue with customers, that is transparent and direct enough to unlock consumer preferences. While it’s true that influential group-think, and the spontaneous dissemination of social media, can make or break a brand faster than ever, when brands learn to engage correctly, their dialogue with consumers can be a pipeline for identifying consumer insights, creating brand evangelists and generating buzz. This panel will show how to make this happen.
10:30 AM
Choosing a Social Monitoring Tool: How to Find the Right Fit
The good news: as social media has grown, so have the options in terms of social monitoring tools which can help companies figure out what their market is talking about. The bad news: they are all expensive, and it’s hard to find the right fit. In this panel, those who have had to choose a social monitoring tool explain how they came to their decisions, and whether or not their evaluation of which social monitoring tool to use was on target.
11:15 AM
Coffee BreakLocation: Atrium
11:30 AM
The State of Social Media Metrics
The Interactive Advertising Bureau’s recent release of social media measurement guidelines shows there’s real hunger in the advertising marketplace to finally put metrics where, increasingly, the money is – in social media. This address will center around the key components of a forward-looking social media measurement/return-on-investment framework, including the components, the data requirement and tools to implement it, answering not just the question of whether social media is measurable, but how to do it.
12:00 PM
Buying Social Media: What is the Agency’s Role in Managing Clients’ Social Efforts?
As social media takes on a bigger role in online media, the question has become whose job it is to manage the ongoing nature of social media campaigns: the client or the agency? Historically, various agencies have adapted to handle media planning, buying and optimization as new media emerged. However, clients are realizing that through efforts in social media, they are forming a direct link to their consumers that agencies are not currently organized to plan and manage. On this panel, clients and agencies discuss where the new lines will be drawn, or perhaps new bridges built, between clients and agencies with regards to social media.
As smartphone penetration grows, so will the amount of social communication that flows over them, and marketers need to be there. This panel will show how mobile can contribute to your social strategy, enhancing the current dialog you’re having with your customer, using powerful tools such as Facebook, Twitter and Yelp. Panelists will provide mobile case studies that engage audiences and enable them to connect with the brands exactly when and where they want to.
2:45 PM
Meet the Corporate Twitterers: Companies That Tweet Show How to Follow in Their Keystrokes
A year ago, the corporation that maintained a Twitter account was a rarity. Now early adapters like Zappos and Comcast have been joined by Dunkin’ Donuts, TurboTax, Publishers Clearing House and a host of others who are trying to use Twitter as a public relations tool, customer service mechanism, and marketing vehicle. This panel will consist of those who man (and woman) their company’s Twitter account, sharing what they’ve learned with the OMMA Social audience.
3:30 PM
Coffee BreakLocation: Atrium
3:45 PM
As Social Media Grows, How Not to Miss the Forest for the Trees
Tweets, Facebook apps, MySpace pages, YouTube channels, and blogging are all trees in a large social media forest, and given the forest’s increasing density, it’s getting easier and easier to get lost. In fact, many marketers are jumping into the channels and tactics of social media without spending enough time focusing on objectives and strategies. Marketers and agencies will discuss how to use the channels that fit their strategies, rather than let channels dictate them.
4:30 PM
But Enough About Me: Maintaining Privacy in Social Media
Social media is a phenomenon that knows no bounds. Literally. Millions of people across all demographic groups and geographies have enthusiastically embraced the joys and functions of Facebook, MySpace, LinkedIn, Twitter and a multitude of others. However, even the most savvy users are sometimes unaware of just how much information is available online about them as a result of these sites and their applications, and many of them do not know how to curtail the level of personal information that they share. That could soon change, as applications such as Facebook Connect, which make it possible for personal information to be visible across thousands of sites, make consumers more aware. This panel will look at how marketers and publishers can take into account consumers’ increased need for privacy while meeting their own objectives.
Open to all attendees
