JFAM FOCUS SUMMIT: SAN FRANCISCO--2011: Digital Marketing in Financial Services (Social + Emerging Media)

Senior Marketers Share Thinking on Digital Marketing in Financial Services                    
Once again, The Gramercy Institute, publishers called together senior marketers from the world’s leading financial brands for an exclusive summit. The summit began with a reception at The Ritz Carlton on the evening of Thursday, April 7th. The actual summit, then, began at 8:00 am on Friday morning and ran through breakfast and a working lunch. The summit concluded at 3:15 PM on Friday. Delegates stayed at The Ritz. The third of three in a series of “Focus Summits” around the subject of digital marketing in financial services, this specific summit focused on "social and emerging media.” The first of the series took place in Chicago on “digital branding.” The second in Boston on "measurement & Optimization." 
 
This specific focus summit was sponsored by: IBD/investors.com. We also extend our special thanks to both Linkedin and InvestingChannel for their generous support in producing this Focus Summit.  
 
 
AGENDA: JFAM FOCUS SUMMIT: SAN FRANCISCO—DIGITAL MARKETING IN FINANCIAL SERVICES (Emphasis: Social + Emerging Media)
 
THURSDAY, APRIL 7 (The Ritz Carlton)
6:00-6:45 PM JFAM PUBLISHERS' RECEPTION:
The Ritz Carlton Hotel. All delegates are invited to meet one another over cocktails, hors d'oeuvres and conversation (Reception Sponsored by Linkedin).
 
6:45-9:00 PM DIGITAL DISCUSSION DINNER:
The Ritz Carlton Hotel. Delegates are invited to dine together in a fun and meaningful forum discussing issues related to digital marketing in financial services. Topic: "2020: Financial Services Tomorrow." This discussion will be led by Bill Wreaks, CEO, The Gramercy Institute. No preparation from delegates is expected. (Dinner Sponsored by Linkedin).
 
FRIDAY, APRIL 8 (The Ritz Carlton)
8:00 AM BREAKFAST IS SERVED
(Sponsored by IBD/investors.com)
 
8:45 AM OPENNING REMARKS—TOMORROW’S FINANCIAL MARKETER
Bill Wreaks, Chief Analyst, The Journal of Financial Advertising & Marketing
 
9:00 AM PRESENTATION: TO FRIEND IS THE TREND: SOCIAL MEDIA & FINANCIAL SERVICES TODAY, Michael Ellison, President, Corporate Insight, Inc.
Mr. Ellison will present highlights from the company’s 300 page report that reviews the social media tactics used by over 70 brokerage firms, banks, credit card issuers, annuity issuers and mutual fund companies. His analysis highlights industry trends and best practices in online communities, blogs and popular third-party social networks such as Facebook, Twitter and LinkedIn. The presentation also offers recommendations to help financial institutions succeed in this space, as well as cope with the compliance challenge and measure the effectiveness of their social media efforts.
 
9:45 AM PRESENTATION: OPPORTUNITY KNOCKS: SOCIAL MEDIA’S PLACE IN FINANCIAL SERVICES MARKETING, Jennifer Grazel, Head of Category Development, Financial Services, Linkedin
Ms. Grazel will present her take on the social media landscape in financial services marketing today and suggest where the future is leading us in this critical area of financial services marketing.
 
10:15 AM PANEL: NEW WORLD ORDER: SOCIAL + EMERGING MEDIA IN FINANCIAL SERVICES
Bill Wreaks, Chief Analyst of
 
11:00 AM BREAK
 
11:15 AM PRESENTATION: MAXIMIZING DIGITAL ROI THROUGH PAID, EARNED AND OWNED MEDIA, Oliver Snoddy, Director of Digital Services, Doremus
The Journal of Financial Advertising & Marketing will moderate this discussion on this critical topic. Panelists include Michael Ellison, CEO at Corporate Insight, Inc., Jennifer Grazel, Head of Category Development, Financial Services at Linkedin and Cory Haynes, Director, Global ETF eBusiness, Russell Investments.
Mr. Snoddy will explore this fascinating topic using the
Thomson Reuters Case Study as a practical backdrop. Doremus and Thomson Reuters won (tied with Bank of America/Merrill Lynch) "Best of Show" at the JFAM Media Strategy Awards earlier this year for demonstrating strategic media excellence in this brilliant case example.
 
12:00 PM LUNCH IS SERVED--WORKING LUNCH
 
12:30 PM PANEL: THE NEW MEDIA MIX: FINANCIAL STRATEGIES FOR TOMORROW
 
1:15 PM PRESENTATION: BEST PRACTICES IN THE DIGITAL MARKETING OF FINANCIAL SERVICES
Experts offer guidance and opinion. Panel discussion will be moderated by Bill Wreaks, Chief Analyst of The Journal of Financial Advertising & Marketing. Panelists include Oliver Snoddy, Director of Digital Services at Doremus, Randi Levine, Senior Strategist/Financial, AOL and Skip Brand, CEO, Martini Media.
This Study was commissioned by The Gramercy Institute and conducted by Brand New Media and Northwestern University. The study features the (subjective) insights from in-depth interviews with about 90 senior marketing and digital executives (VP and above) from
Bank of America, Merrill Lynch, Metlife, Prudential Financial and UBS. In addition, the study surveyed (objectively) over 120 senior marketers representing over 50 major financial firms in the US. The result is a management deliverable that identifies, offers and defends twenty "best practices in the digital marketing of financial services."
 
2:00 PM PANEL: FUTURE OF DIGITAL MARKETING IN FINANCIAL SERVICES
This in-depth presentation will be followed by a panel of experts that include senior marketers from major financial firms. The panel discussion will be moderated by Bill Wreaks, Chief Analyst of The Journal of Financial Advertising & Marketing
 
2:45 PM BREAK OUT GROUPS/SYNTHESIS—SOCIAL + EMERGING MEDIA IN FINANCIAL
The Journal of Financial Advertising & Marketing. Panelists include Jay Desai, Founder at InvestingChannel, Inc. , Dan Rhyasen, Digital Marketing Segments Manager at Franklin Templeton Investments and other industry leaders. Delegates break into sub-groups to dissect issues related to Social + Emerging Media in Financial
 

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