Nationwide's Kristi Daraban on the Critical Role of Digital Media in Marketing

Leah Marshall Describe your role and responsibilities at NationwideKristi Daraban I39m the AVP social media at Nationwide I oversee B2C strategy and execution of our branded accounts community management and influencer marketing Additionally my team is responsible for B2B social media strategy thought leadership training and maintenance of our social selling programs We39ve launched an associate advocacy program called Nationwide Engage that empowers our employees to publish on their own social channels with guidance and tools for ease and reporting To supplement all of our efforts we do social listening and social intelligence reporting to inform our recommendations and support our business partners Prior to Nationwide I led digital andor social at Abercrombie ampamp Fitch Disney Channel Nestle ice cream and beverage and Universal Studios ProductionPost Production I have a bachelor39s degree in Communication a minor in Sociology Santa Clara University and a Masters in Communication Management USC At home I39m a mom of two boys Bennett 7 and Tavasz 3 who are both baseball and hockey players and avid swimmersMarshall How has COVID shifted Nationwide39s digital marketing strategyDaraban Digital tools became exponentially important when people began working from home The demand for social selling tools training and support from our intermediaries shifted our resources to bring more content webinars and communication to our sales teams Our customers also increased their social outreach which allowed us to use community management and social listening to provide more assistance digitally and in real timeMarshall Which sessions are you most looking forward to at the 2022 ANA Digital ampamp Social Media Conference and whyDaraban I39m very excited to see the themes of diversity and inclusiveness the metaverse and content creation throughout the conference I39ve seen Justin Parnell speak before and I love what Oreo does to stay fresh relevant and engaging Marriott has been a brand that has done some great things and I look forward to learning how they39re diving into the Metaverse and gaming Denny39s has also been a social brand I often refer to for creative inspiration I love their approach to creators and TikTok and can39t wait to learn moreMarshall What are key areas within Digital ampamp Social that you think will become increasingly more important to be skilled in over the next yearDaraban So many trends collide when it comes to social but I think one particular one I see deepening in the future is social commerce Optimizing the social shopping experience by integrating paid organic and influencer tactics will drive better measurable results and increase sales Personalization localization and journey mapping all help make commerce successful and rely on a highly integrated strategy rooted in data We are all trying to get to know our customers better but as the environment changes it is becoming more challenging to attract and reach them I also see immersive experiences continuing to grow This includes the Metaverse ARVR live interactive social and virtualIRL hybrid events Giving people as much as we can in the space they want to be is critical to nurturing relationships and building engagement between brand and customerJoin Kristi Daraban July 1820 along with speakers from Activision Blizzard Chipotle Mexican Grill Denny39s Forrester Google Lexus Marriott Molson Coors Mondelamp275z Needham ampamp Co Sephora Verizon and Walton Isaacson at the ANA39s 2022 Digital ampamp Social Media Conference presented by Meredith Register here to attend either in person or virtuallyClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Nationwide's Kristi Daraban on the Critical Role of Digital Media in Marketing

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Nationwide's Kristi Daraban on the Critical Role of Digital Media in Marketing

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