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Kristi Daraban

Associate Vice President, Social Media
Nationwide

Kristi is an executive leader that has focused on digital and social media marketing for over 15 years. She is currently an AVP within Nationwide’s Digital Center of Excellence. Her current role oversees enterprise social media including B2B and B2C brand platforms, persona, community management, and B2B social selling programs. Prior to Nationwide, she spent time at Disney Channel, Nestle, Universal Studios and Abercrombie and Fitch building, expanding and optimizing their social and digital strategies and capabilities.

Kristi Daraban’s Session(s):


1:30 pm–2:10 pm — Thursday, October 17, 2019

How Nationwide Leverages a Social Persona to Create a Culturally Relevant Brand

Every brand can have a niche in the social media space by knowing exactly who you’re targeting and how to talk to them. Content that resonates, is relevant, and provides values will generate the most engagement and in turn, grow interest in your brand. Instead of cold calling via social media, you can extend your brand guardrails outside of being completely product-driven. Leveraging brand traits, partnerships, history, and stories are entry points to have authentic conversations with current and prospective consumers. Nationwide has transformed its social business proposition to become a more culturally relevant brand that can interact with people and trends through defined permissions. Here’s how we did it.

Takeaways:

  • How to prepare for and build a brand persona
  • Leveraging a persona to foster engagement
  • Growing your audience through relevance and connections

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