2015 ANA DIGITAL & SOCIAL MEDIA CONFERENCE

10 KEY TAKEAWAYS

from the

Ahead are the 10 key takeaways.

“We are here to build strong brands [for the purpose] of driving business,” said ANA President and CEO Bob Liodice in his opening remarks

at the ANA Digital & Social Media Conference in July. That idea — not being in a space for the sake of being present, but using social and

digital media to advance the brand and drive sales — would be a constant theme throughout the conference.

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“Relevancy is social currency.”— Vineet Mehra, president of global

marketing services at J&J Consumer Group of Companies

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1. Injecting purpose and relevancy into your brand draws attention and consumer advocacy.

“It’s not just marketing that’s gone digital; business has gone digital.”

— Andy Markowitz, general manager of performance marketing labs at GE

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2. Social and digital media are no longer alternatives. They’ve gone mainstream, and marketers need to treat them as priorities.

“If you’re not moving to e-commerce fast enough, you will be irrelevant.”— Cindy Chen, global head of e-commerce at Mondelez International

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3. Brands need to realize that online channels are for more than just building brand awareness. Digital and social media can drive conversions.

“You ignore the power of storytelling at your own peril.”— Doug Busk, global group director of digital communications & social media at The Coca-Cola Company

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4. Social media provides a unique opportunity to showcase stories that drive deep, meaningful connections between

consumers and brands. Marketers need to tell those stories.

“Earned media has power. You should think about earned first.”— Scot Cottick, senior manager of social media marketing at Nissan N.A.

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5. Consumer word of mouth can be as powerful as anything else. Look to leverage an authentic message that will resonate with influencers.

“You buy crap, you get crap.”

— Randall Rothenberg, president and chief executive officer at the IAB

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6. Viewability should be a critical concern to advertisers. Marketers need to pay attention to where their media spend is going

and ensure it’s not funding fraudulent or wasteful businesses.

“Drive impact, not activity.”— Erick Dickens, vice president of

marketing at King’s Hawaiian

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7. Highly active social accounts only prove you have a robust publishing schedule. Don’t strive for volume, focus on

producing content that will grab consumer attention.

“We have to earn people’s attention, advocacy, and trust.”

— John Bell, vice president of enterprise digital marketing at Travelers

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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

into customers and customers into advocates.

“Being irrelevant to the consumer is not acceptable.”

— Adam Broitman, vice president and senior business leader of global digital marketing at MasterCard

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9. Used properly, the amount of consumer data available can eliminate the guess work. Use it to push relevant messages

to consumers in the moment they want them.

“Pumpkin freakin’ spice.”— Sarah Hofstetter, chief executive officer at 360i

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10. Memes and trends can be alluring, but don’t jump on things just because they’re popular. Use social media to tell true,

meaningful stories that connect with people and improve their lives. Emotion does more than sell, it creates long-term relationships.

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All the quotes featured in this presentation come directly from sessions presented during the 2015 ANA Digital & Social Media Conference.

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