I came in as Frances Allen talked about How Dunkin Donuts does Social Media (see marketing notes, below) – and she came up with some pretty compelling data on how their social media application and  campaigns on Facebook (design your own Donut) drove sales and plan to make this a regular thing.

And interesting factoid is the current Dunkin Donuts homepage doesn’t have any donuts in it, but then, neither does Starbucks have any coffee … ha.

What I’m seeing here, yesterday and today, is how every case study for Social Media had something online – like an online configuration, or a car design application (for Ford) or a hooded sweet shirt designer (Champion) – it’s hard for me to see how these brands would have anything to talk about, or measure, without some compelling piece of online content that their communities can interact with and talk about.

And that’s what is missing from many, many Social Media campaigns – grass roots “WOM” Spreading the word, might not be enough – unless you really want to spend a lot of time and energy to spread the word and drive traffic online to an offline store – but it’s really hard to do that – I think, without something to discuss and share.

The last keynote this morning is from Nick Brien who speaks about Social Business (advocacy) which is companies smartly using Social Media – it’s about reinvention.

Nick feels we should distinguish Social Media (people are confusing reach/frequency and selling Social Media as R/F, when it’s really not) and traditional advertising as the 300 million current members on Facebook can’t be reached and intruded upon in the same way that typical advertising messaging has worked, though interruption.

Social Marketing – we must leave behind the notion we are in control in this new market – and the Brand is only the sum total of all the customers of that brand, have.

Nick also talks about the recent “United Smashed my Guitar” video and how a big brand, like United, has to start caring if even .05% of their yearly customers are pissed off – that’s a lot of people.

Allowing the community to fully engage – Nike, or using Social Media for recruitment - CitiBank  - Nick gives these examples – use social media, but not as a media vehicle.

Barack Obama’s campaign is another example of weaving Social Media, the messaging and intelligence, of his message, into the heart and weave of the campaign – and you can judge the results for yourself.

Marketing be re-invented by Social Media and becoming Social Marketing - Legacy business models are being blown apart.

Who is using Social Marketing and Social Business Strategy? The lesson Nick takes out of this – you  need to transform or you will be transformed.  Social Media affects every part of the business cycle – it’s not just PR or Marketing or HR.

Looking at the Fashion Industry – it’s changed from what designers selected for you to community participation in how clothes are created and what we wear.

Nick ended with showing a clip of Best Buy’s own campaign to get their own employees and sign up for a 401K plan – 401K penetration at Best Buy is now at 70% – but, yes, it makes Boards of Directors and Lawyers, nervous.

Ongoing campaigns – watching to see how  future developments  turn out:

Peparami – weird kinky brand in the UK –  Zappos.com, Vitamin Water (users are choosing the flavors) – do we make what we sell or sell what we make …… Wiggly Wigglers – never thought this would be thriving business but the co-owner is an active blogger – who says the marketing is about business – there’s so much innovation and ideas out there – but what has to happen for us to do this (I’m writing as I’m hearing this spoken) – the principles are important … YOU HAVE TO KILL THE HIERARCHY -  you have to turn it into CROWD SOURCING for Business – and engage it for business and for Good.

How do we master the Art of Response – trial and error – things are moving very fast – and if you don’t learn to master it  - you’ll be left behind.

Content Strategy and Embracing Ingenuity – ability to remove the conventional by rewarding Ingenuity.

Frances Allen

9:15 AM | Tuesday, 22 Sep, 2009 | How Dunkin Does Social @ Westside Ballroom- South

Brand Marketing Officer
Dunkin’ Brands, Inc.

As Brand Marketing Officer, Frances Allen oversees the development and execution of Dunkin’ Donuts’ marketing strategies and initiatives, advertising campaigns and new product launches to further the brand’s growth in the USA. She spearheaded the introduction of the brand’s DDSmart line of better-for-you products, as well as a partnership with Yahoo! which has become one of their most successful collaborations to date. In 2008, Dunkin Donuts was Marketing Daily’s Restaurant Marketer of the Year and Dunkin’ has earned the No. 1 ranking for customer loyalty in the coffee category by Brand Keys for three years running.
Ms. Allen joined Dunkin’ Brands in June 2007, bringing with her more than 20 years of experience in consumer branding for some of the world’s most recognized brands. Prior to joining Dunkin’ Brands, Ms. Allen served as Vice President of Marketing at Sony Ericsson Mobile Communications, where she developed the company’s marketing strategies and implementation plans for the U.S. and Canada. Prior to Sony Ericsson, Ms. Allen was at PepsiCo Inc., where she served in a number of leadership roles. As Vice President of Innovation for Pepsi- Cola North America, she oversaw the development of new products, new packaging, equipment and merchandising, subsequently directing Pepsi’s strategy and programs for health and wellness. At Frito-Lay, a division of PepsiCo Inc., she served as Director of International Advertising, spearheading the successful launch of the Lays, Doritos and Cheetos brands into new global markets.
An avid cyclist, Ms. Allen currently serves on the Executive Board of Directors of the Ad Council and was recently a judge for the 2009 Magazine Publishers of America Kelly Awards.

Nick Brien

9:45 AM | Tuesday, 22 Sep, 2009 | Social Marketing for Social Business @ Westside Ballroom- South

President and CEO
Mediabrands

In July 2008, Nick Brien was named President and CEO of Mediabrands, Interpublic’s media holding company. With more than three decades of experience in the industry, Nick is committed to reinventing the media agency model and imagining new approaches for delivering clients the greatest possible business impact through media and marketing excellence.

In his new role, Nick has overall management responsibility for Mediabrands’ independent media agencies, including global media networks UM and Initiative, IPG’s centralized negotiation entity Magna and media barter group ORION Trading, dedicated Johnson & Johnson agency J3 and diversified agencies Geomentum, Reprise Media, Ensemble, as well as marketing accountability expert MAP and The Lab.

Predictions of paid subscribers to Mobile Video Services is predicted to rise from 2% last year, to about 10% by 20% in 2014 – some of the data is coming from MMI; and almost 20% are interested in watching live TV on their mobile phones – and how viable is that?

In planning for Mobile what are the engagement touch points for investment decisions ?  Can the medium deliver the audience?  - A recent study of broadcasting the same video to multiple channels shows comparable results. Matthew Snyder (just noticed he’s hear – great!) noted the iPhone has created the market and deliver-ability needed, along the scale.  Matthew believes there should be a mobile web presence that ties everything together – and the mobile analytics can be used to gauge success here.  In fact, the ROI and the Metrics problem has been solved for mobile, already – and that is unlocking the keys to larger and larger buyers.

In the last year, following the GEM (Global Economic Meltdown) metrics tracking has improved and now the market is beginning to recover, money is beginning to flow back, but measurement is now in place to track it – which in turn, is driving more money to the mobile  video platform.

Also, there’s more and more people who are viewing content on mobile only – and that leads to “unduplicated” reach.  Targeting, however, needs to be really good because the online video they see will depend on the kind of phone they have and the model – and that goes for the ads that run on top the videos.

Also, Matthew sees WiFi being the standard for almost all new phones by next year – and network fragmentation – this is still an issue that will be solved rapidly, probably next year.  Mathew sees normal budgets returning by next year and spending on mobile video being a bigger part of the spend.

But, if the mobile video experience (due to bandwidth and screen resolution) doesn’t improve – it might not attract enough paid subscribers – however, Matthew notes the in Japan, this problem had been largely solved, and online consumption of these videos have  increased rapidly.  He noticed the FM Chip has been incorporated into the iPhone.

I am present at all three Keynotes this morning- the main takeaways from Margid Adraham of Comscore is Social Networks are taking up far more of the CPM’s for online advertising than even could have been predicted 6 months ago – and the average visitor to a social network spends 15 hours a week and goes back 2.6 times a day, spending atleast 30 minutes a day – doing email and chat on the Social Network – mostly Facebook – and Twitter now, and the traditional Chat and Email clients are decreasing.

On the Omniture -Comscore alliance Magid said the Omniture tag does not have to be changed and adding Comscore tracking and data is very easy to implement without any major modifications of the existing tag – so there is no separate Comscore tag that’s needed – that is make it much, much easier to do this.

Overall, Social Networks, Margid Adraham noted, are now taking up more time and advertising (if I got that right) than all other properties, combined.

Scott Monty spoke next on what a time this is for Ford (all dressed up in a fancy suit, it’s hard to tell he’s not an agency exec, or maybe, he is) and he’s here to talk about the Social Media strategy for Ford, and it has the support of Senior Management and the Board of Directors of Ford.  Last year Ford started with Social Media Press Releases, giving cars to certain individuals to test and blog about, and embeddable videos that could be freely used.  In some cases, a new product, the Flex, is gaining awareness before the car makes it to the US by next year.

Scott Monty does not think Social Networking is about sales – it’s about understanding what the norms are and engaging with the audience.  Where is Ford going from here – they are going into making employees Digital Ambassadors – similar to the Steve Rubel – Edelman model – Fordproposals.com – adding Social Media- any blogger who wants to get into a Ford and see what it’s like, will be able to do so at the site I just mentioned. He mentions that if even 1% of the Ford workforce becomes digital ambassadors Ford Motors will have a small army of 2,000 Brand Ambassadors.

Faces of Ford – highlight the people not just the product; says Ford uses Yammer internally.  Max Kalehoff asked Scott Monty what was the greatest friction in getting his job done – and Scott said there’s not enough time to get stuff done.

Jonathan Miller – People are back in the equation and media is part of the equation.  Traditional media is trying to figure out how to embrace social media. However, we’re seeing the gap between attention on line and money spent on line is 3:1, and everyone is trying to figure out how to narrowing that gap.

Time spent online is a proxy for many other things – the largest part of this gap is large brand spending – that hasn’t moved much, yet.  Can we understand what someone’s propensities are and match them in a new environment?  Customized Marketing Programs for Social Media hasn’t matured yet and he doesn’t think it’s algorithms – it’s takes a lot of money, time, resources, creative to do this – and agencies haven’t yet geared up for that.

FAN – Automated Ad Network Business – 5th largest Ad Network – flying under the radar – most of the 158M Ad Impressions per month – come from third parties, and they’ve found (ITN has) a way to sell audience.  Johathan says that often when companies become successful they cease to innovate – and that he’s dedicated to innovating.

Another question came from the difference between “premium” and “paid”

here’s the marketing notes:

Magid M. Abraham PhD co-founded comScore Inc. and has been its President and Chief Executive Officer since September 1999. Dr. Abraham founded Paragren Technologies, Inc. and served as its Chief Executive Officer from 1995 to 1999. Dr. Abraham was employed by Information Resources, Inc. from 1985 to 1995, where he served as its President and Chief Operating Officer from 1993 to 1994 and as Vice Chairman of the Board of Directors from 1994 to 1995. Since May 2006, Dr. Abraham has also been a Member of the board of directors of ES3, LLC. He has been Director of comScore Inc. since September 1999. Dr. Abraham received the Paul Green Award in 1996 and the William F. O’Dell Award in 2000 from the American Marketing Association for a 1995 article that he co-authored in the Journal of Marketing Research. Dr. Abraham received a PhD in Operations Research and an MBA from MIT. He also holds an Engineering degree from the Ecole Polytechnique.

Currently on the staff of corporate communications in Ford Motor Company, Scott Monty heads up the social media function and holds the title Global Digital and Multimedia Communications Manager. He is a strategic advisor on all social media activities across the company, from blogger relations to marketing support, customer service to internal communications and more, as social media is being integrated into many facets of Ford business. Prior to joining Ford, Scott served as Consigliere for crayon and spent a number of years with PJA Advertising + Marketing, a boutique BtoB agency specializing in health sciences and high tech. In addition to his consulting and agency background, Scott is an active blogger and podcaster. He writes about the intersection of advertising, marketing and PR at The Social Media Marketing Blog and also writes The Baker Street Blog, a literary undertaking.
One little-known fact about Scott: he coined the term “tweetup”.

Jon Miller is Chief Digital Officer, and Chairman and CEO, Digital Media Group for News Corporation, a role in which he drives the Company’s overall digital strategy in conjunction with various operational heads, while also directly overseeing all of News Corp.’s standalone digital businesses.
Prior to News Corporation, Jon was a founding partner of Velocity Interactive Group, an investment firm focusing on digital media and the consumer Internet space.
Previously, Miller was Chairman and CEO of AOL, where he led the company to a record annual profit growth of 21 percent, and increased online advertising growth — the centerpiece of its new business model — by 46 percent in 2006.
Earlier in his career, Jon was CEO and President of USA Information and Services — now IACI and Expedia — and also served as Managing Director of Nickelodeon International, a unit of Viacom’s MTV Networks.
From 1987-1993, Miller was Vice President, Programming and Co-General Manager of NBA Entertainment, where he was responsible for league-wide brand management and programming.
Miller is member of the Board of Directors of the American Film Institute and Ticketmaster, and serves on the Board of Trustees of Emerson College and WNYC Public Radio in New York.
Jon resides in New York and holds a B.A. from Harvard College.