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Kristi Daraban

Associate Vice President, Social Media

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 Marketing Content and Delivery Team. Her current role oversees enterprise social media including B2B and B2C brand platforms, social listening and community management, employee advocacy, influencers and B2B social selling programs. Prior to Nationwide, she spent time at Disney Channel, Nestle, NBC Universal and Abercrombie and Fitch building, expanding and optimizing their social and digital strategies and capabilities.

Kristi Daraban’s Session

12:00 p.m.–12:45 p.m. Pacific Time — Wednesday, February 23, 2022

How to Navigate An Organic vs. Paid Digital Strategy

As the digital marketplace becomes increasingly complex the need for a cohesive paid, owned and earned strategy is essential to achieve most marketing goals. Outlining the benefits of each tactic, and specifically the benefit when used together, to your stakeholders could be the best bet for buy in when recommending a singular or multi-tiered approach. Being diligent with working and non-working dollars can help optimize your mix of paid and organic efforts. Additionally, careful planning on a regular cadence can help prioritize messaging and platforms. Starting with objectives and moving through process and execution we’ll discuss key factors for outlining your strategy.

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