Live from Wellness 09!
Are you prepared to implement a social media campaign to share information about your company’s food products and their attributes? Social media is forecasted to be one of the hottest trends for 2009. This session will introduce you to the potential opportunities presented by social media, and enhance your ability to execute a social media campaign. Through a discussion of case studies, you’ll discover the dos and don’ts of this new approach to marketing.
Product Developers, Management, Sales & Marketing, Research Staff, Regulators, Academics, Students
Beginner, Intermediate, and Advanced
Member Registration Fee:
03/25/09 12:45 PM
Heidi Gengler, RD
Edelman FD & Nutrition
Heidi Gengler is a registered dietitan and a self-proclaimed "foodie" in Edelman’s Nutrition practice. As a dietitian with a marketing degree, Heidi provides nutrition and science insight to a number of Edelman's food clients and specializes in reaching health care professionals. Most recently, Heidi has led the development of a successful social media campaign to reach and engage health professionals, on behalf of a food commodity group.
Abi Jones is the owner and editrix of Heat Eat Review (http://heateatreview.com), a convenience food review site. Her picks and pans have been noted in the Washington Post, San Francisco Chronicle, and Real Simple Magazine. When not reviewing frozen foods, Abi develops intelligent, engaging website architectures that help high-tech, luxury and online shopping companies connect with consumers.
Vice President, IMC
Dairy Management Inc
Tracy Hollywood is a Vice President of Consulting and Communications at Dairy Management, Inc. Tracy’s responsibilities include management of integrated marketing communications projects including the 3-A-Day of Dairy campaign. She also supports the Health and Wellness committee of the Innovation Center for U.S. Dairy and developed a pilot web site for DMI’s Child Nutrition and Fitness Initiative.
Before joining DMI in November of 2007, Tracy was at Fleishman-Hillard public relations in Chicago managing influencer marketing for the Gatorade account. In addition to six years spent working with Gatorade, Tracy’s experience in public relations agencies over the years focused on consumer package goods, particularly food and beverage accounts, including Kellogg, PepsiCo Smart Spot, Wishbone salad dressings and various Procter & Gamble brands.
Tracy holds a master’s degree in Integrated Marketing Communications from Northwestern University and a bachelor’s degree from Fairfield University.
VP, Social Media/Food & Family
Danielle joined Edelman in January 2007 as Vice President of the Chicago Interactive Solutions office. In this role, she oversaw many of the division’s major accounts, including Barilla US, Dairy Management Inc. and Wrigley.
In August 2007, Danielle transferred to the Food & Family division to advise many of Edelman’s consumer clients on all aspects of social media, including blogging and social networks.
With a background encompassing copywriting, information architecture and social media strategy, Danielle’s experience is both varied and deep. Prior to joining Edelman, Danielle was Associate Director of Content Strategy at Hanson Inc., an interactive agency located in Toledo, Ohio. There, she was the lead content developer for multiple award winning sites including merillat.com, the winner of the 2006 WebAward for Best Consumer Goods Website
Prior to Hanson, Danielle was a Senior Media Strategist at Fry Multimedia, working on consumer goods sites such as Nestle and large-scale e-commerce sites such as illuminations.com and Crate and Barrel.
Danielle was one of the earliest members of the Food Network staff in New York, and was instrumental in the creation of their first online store. She was also contributing editor to their monthly newsletter and trained their television ad staff on the ins and outs of early online advertising.
In addition to her work at Edelman, Danielle also maintains a food blog at www.foodmomiac.com. She is a graduate of Vassar College and currently lives in Chicago with her husband and two young children.