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New York, NY, November 2, 2009: VMS, the world leader in integrated media intelligence, in partnership with the Advertising Research Foundation (ARF), hosted a panel of experts in the social and traditional media space last week in New York City.
The distinguished panel offered case studies and presentations focused on the importance of a fully integrated communications strategy and highlighted how various social media activities tied into an overall integrated execution.
The panel, moderated by Lynne D Johnson of the ARF (formerly of FastCompany.com), included:
- Gary Getto, VP Integrated Media Intelligence, VMS
- Jon Gibbs, VP Media Analytics, Nielsen Online
- Eben Miller, Senior Director of Product Marketing, Autonomy
- Bonin Bough, Global Director of Digital & Social Media, PepsiCo
- Mike Bass, SVP Marketing Communications, NBA
- Johanna Skilling, EVP, Director of Strategic Planning, Saatchi & Saatchi Wellness
- Jonathan Kopp, Global Director-Digital, Ketchum Public Relations
Gary Getto discussed the insights gained from an integrated communications solution that combines news, social media, and paid advertising and delivers significant improvements in communications effectiveness. Eben Miller discussed how meaning-based software is being used to extract understanding from the deluge of news and social media content that we have to deal with each day and how this technology is being applied by VMS. Jon Gibbs provided insights on tools and techniques for measuring social media.
Mr. Kopp, one of the key architects behind President Obama’s social media election campaign, discussed their team’s innovative approach for reaching their younger target demographic. Mr. Bough demonstrated how PepsiCo is using social media to reach an expanding and increasingly diverse marketplace. Mr. Bass showed how the NBA enlisted over 1.5 million Twitter followers in only a few months, helping the NBA team sites become destinations for their fans.
Attendees and panelists shared the perspective that social media, while still in its infancy, has shown great impact often exceeding that of traditional media campaigns. The group also recognized that social media will almost certainly continue to evolve at a rapid pace, becoming more prevalent as part of the overall media mix.
For those that were unable to attend, the ARF will soon be hosting a follow-up Webinar on the same topic on Thursday, November 19th at noon. More information is available on the link:
http://thearf.org/
About VMS
VMS is the world leader in integrated media intelligence solutions that bring together news monitoring and advertising monitoring across all media – broadcast, radio, print, Internet, social media and outdoor. The firm just debuted the first-ever integrated platform, Vantage™, which enables communicators to see the affects of PR on advertising, and vice versa, for their organizations and competitors, complete with correlations to business outcomes.
VMS provides public relations firms, advertising agencies and marketers worldwide with the most comprehensive, cutting-edge editorial and ad retrieval, management and analysis solutions, including a broad spectrum of industry-leading advertising and public relations measurement and tracking tools.
VMS monitors thousands of hours of television broadcast news in all 210 U.S DMAs™ – by far the most of any provider – through a unique, proprietary nationwide digital network, enabling us to help manage brand reputation with unparalleled speed, breadth and depth. VMS, thorough its proprietary digital network, also monitors approximately 10,000 hours a week of radio broadcasts nationwide again the industry's broadest coverage.
VMS provides access to the largest continually updated advertising database in the world with over five million ads and commercials through the market leading AdSight platform. The competitive advertising intelligence VMS provides includes U.S. and international creative content as well as domestic spending and occurrence data from Nielsen for the top 100 U.S. television markets.
For more information about VMS call 1.800.VMS.2002 or visit www.vmsinfo.com. |