ANA Digital & Social Media

Summary
Snackfood brand M&M’S has been a sponsor of U.S. motorsport NASCAR since 1990. This report from the ANA Digital and Social Media Conference examines how the brand has built on its relationship using social media. Two of the brand’s senior executives explain how M&M’s used digital channels to build the Most Colorful Fan of NASCAR Program. The initiative, designed to build engagement and advocacy, included online contests and a Facebook platform. The report looks at how M&M’S planned the activity and tracked its success, as well as the challenges that remain for future campaigns.

Summary
In this report, from the ANA's first Digital and Social Media Conference, Warc's U.S. editor Geoffey Precourt highlights some of the key aspects of Coca-Cola's social media strategy. These include the Open Happiness initiative, how the firm monitors online buzz and how it deals with privacy issues. Social media are also seen as a way of drawing consumer attention to worthy causes. Coca-Cola's leveraging of Twitter during the 2010 World Cup to drive conversations among fans is also discussed.

Summary
Geoffrey Precourt reports from the Association of National Advertisers' Digital and Social Media Conference, held in New York. Cheryl Guerin, svp/group head, U.S. marketing and global digital marketing of MasterCard Worldwide, discusses how the personal finance group is applying two criteria to its social media strategy: 'help consumers confidently manage their finances' and 'help consumers filter the world to what truly matters to them'. This includes usage of a Facebook fan page including deals, Twitter channel with trivia content, iPhone app for "Priceless Picks" and Amazon.com gift finder.

Summary

Summary
The social media campaign behind the launch of Wilkinson Sword Schick's Hydro razor is the focus of this article by Warc's U.S. Editor, Geoffrey Precourt. The report is based on the presentation by Jeff Chapman, the shaving company's director of global brand communications to the ANA's Digital and Social Media Conference. He describes how a 12-part series of webisodes on extreme watersports - chiming with the Hydro's moisturising properties - that was promoted via social media, including input on content and direction from the brand's Facebook fans.

Summary
In this article, Geoffrey Precourt, Warc's U.S. Editor, reports from the Association of National Advertisers' Digital and Social Media Conference 2010. At the event, Bob Liodice, the ANA's president/ceo, offered some practical advice about how to make the most of new media channels. This included listening to what consumers are saying, engaging in genuine conversations about how to improve brands, and acting responsibly at all times.