Who is attending the ANA Brand Masters conference? Let the data tell you!

Feb 4, 2016 | Insights

Pictured: The ANA Brand Master. He rules the conference with a fair but firm iron fist.

The Association of National Advertisers or, as most call them, ANA always cause major industry stir and know a whole lot of success each fall with their “Masters of Marketing” seminar/conference.

This week in Florida ANA has been holding what they describe as “a special intimate wintertime companion” to “Masters of Marketing”.

The name they’ve chosen doesn’t quite instill the cozy little get together their other marketing language suggests, however. The three-day event is called the “Brand Masters” conference.

But, before we start down that road, let us catch you up a bit with who we are, if you’re a first time visitor (old friends can skip this next paragraph)…

What we do here at StatSocial is analyze social media audiences. That means any grouping of individuals you could imagine coming together in a social media context. From a specific company or individuals’ fans, to those tweeting of a certain topic or employing a certain hashtag, etc. We scour every corner of the social web to learn as much as humanly possible about the folks in that group. We know who they are, all the basic age and locations demos you’d expect at a minimum, plus what they like and dislike, what they do on the web, what brands they prefer, and so forth. If social media is in any way a part of your marketing plan — and in 2016, let’s face it, it is — then the value in the data we provide we believe is pretty evident. Indeed, indispensable.

Anyway, back to ANA and their “intimate” three days of sun and fun… What we did, which is what we do, is analyzed the social data surrounding this conference, and learned a thing or a few dozen about those in attendance.

We think that once you suggest that “Masters” will not only be in attendance, but be the focus of your event, your cozy little get-together automatically sounds like kind of a big deal. In fact, Brand Masters doesn’t have us picturing finger sandwiches, and maybe even a couple of rounds of golf between PowerPoint presentations, it has us picturing a conference where the panels look bit more like this:

PICTURED: Hypothetical “brand masters” deciding our fate.

The one-of-a-kind, “won’t find them anywhere else” statistics, courtesy of we here at StatSocial prove that you — if you also pictured such a thing — and we were dead wrong. At least when it came to the gender of this shadowy cabal.

Based on those posting about the event to social media, over half — comfortably over half — were women.

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“Big whoop!” you may be thinking. “Over half the human race is women.”

Fair enough.

So, maybe put away the attitude and have a little faith in your StatSocial hosts. “Big whoop!” indeed.

Overwhelmingly American (nearly 98%) the geographic breakdown by city was quite a bit more interesting, speaking to where he hotbeds of marketing activity can be found across this great nation of ours.

New York topped the list, which we think would surprise no one. But then D.C., Boston, Chicago, and perhaps most notably Columbus filled out the remainder.

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So, those are the sorts of basic — yet essential, and quite accurate (and there are a WHOLE lot more) — statistics a StatSocial report can provide. But we’ll explain the chart above a bit to help you better understand what we’ll show you next.

If you look at the chart, starting from the right, you’ll see the category “age range,” which explains itself, we think.

The next category, “Followers vs. Baseline,” however, may confuse. As you’ll see in the column there are two percentages provided; one in a blue line, and one in a grey line beneath it. The one in the blue line is your statistic. In this case, 11.43% of those posting to social media about the ANA Brand Masters conference were doing so from accounts that originated from New York.

But we believe that only tells half the story, if that. What does that mean in the grand scheme of the social media landscape? So we almost always also provide two other metrics, the baseline and the multiple. The baseline is the average number of social media users also — in this case — posting from that location.

But the multiple is perhaps most interesting as that tells us that those posting from NYC are 2.37 times more likely to post about the ANA Brand Masters conference than the average social media user.

Unsurprising on the one hand, as StatSocial’s hometown is one of the world’s marketing capitals. A little more surprising, however, as ANA had advertised this thing as “intimate.”

Okay — What is this school? If you REALLY want to learn about who we are and what we do — and how awesomely we do it — you can head on over here.

But refracted through the lens of the “multiple,” and not just raw numbers, we decided to see who in the social media sphere, and throughout the web, were the “social influencers” most exciting to the ANA Brand Masters crowd.

While surely no one here is anything like anonymous if you’re in the marketing game, it’s still a relatively surprising — even refreshing — list.

#NameBioTwitter1Cindy GallopEnglish advertising consultant, founder and former chair of the US branch of advertising firm Bartle Bogle Hegarty@cindygallop2Antonio J LucioChief Marketing & Communications Officer at HP, Inc.@ajlucio53Michele WeismanBusiness Development Manager at Likeable Media, and self-proclaimed “social media rock star.”@ottogrl4David ArmanoGlobal Strategy Director at Edelman@armano5Alex BoguskyDesigner, marketer, author, and consumer advocate. Formerly an advertising executive and principal of the firm Crispin Porter + Bogusky.@bogusky6Carrie KerpenCEO of Likeable Media, entrepreneur, speaker, and social media expert.@carriekerpen7Steve RubelPublic relations executive and professional blogger.@steverubel8Michael TroianoChief Marketing Officer of Actifio@miketrap9Scott MontySpeaker and consultant, former head of social media for Ford Motor Company@ScottMonty10Emily SteelNew York Times writer, focused on TV and media business.@emilysteel

“Social influencers” are a natural for lists of this nature, in blog entries like this, for they and their fans are the sorts we seek as customers (hey, we can be candid here, right?). But we can do lists like this — with pinpoint accuracy — for everything from canned goods to casinos, from movie theatre chains to artists .

Head on over here and check out more sample reports. And if you’e interested in a PDF from which we got this data, try reaching out to us on our Twitter account and saying hi. We just might oblige. You can also find us on Facebook as well, and there we can even respond in longer sentences.