Digital & Social

NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. JCPENNEY SOCIAL MEDIA CASE STUDY (9:45-10:30AM)
JCPenney's eight-person social media team provides center-of-excellence collaboration across the entire organization. In this session, Sean Ryan, Director, Social and Mobile – JCPenney will discuss his company's overall approach to social media. Social media has also played a role in defusing PR crises and driving product sales.

Speaker:
Sean Ryan, Director, Social and Mobile – JCPenney


II. RUFFLES ALL DIGITAL STRATEGY (10:45-11:30AM)
Many brands talk about being digital-first, but Ruffles lives it. Ruffles recently switched to spending nearly 100 percent of its advertising budget on digital after recognizing that its target demo, Millennial males, consume more video on their smartphones than the general populace. In this session, Dana Lawrence, Senior Director of Marketing – Frito Lay, Inc. will discuss this switch and their recent work in digital.

Speaker:
Dana Lawrence, Senior Director of Marketing – Frito Lay, Inc.


III. SELFIES FOR A GOOD CAUSE (11:30AM-12:15PM)
Dallas Pets Alive, a no-kill shelter and rescue organization in Dallas, had a strategy to raise awareness for their organization and the shelter dogs available for immediate adoption, and they were willing to invade Instagram to do it. In this session, Leslie Sans, Executive Director at Dallas Pets Alive!, will discuss how the group started Muttbombing, a new photobombing craze where they search Instagram for selfies and insert adorable, adoptable dogs into photos in the hopes of finding them forever homes. Each Muttbomb provides information about how to help the shelter animal, while sending a valuable message in an incredibly cute way. The entire campaign message was channeled and amplified via the hashtag #muttbombing on three main platforms: Instagram, Twitter and Tumblr.

Speaker:
Leslie Sans, Executive Director – Dallas Pets Alive!


LUNCH & MEMBER ROUNDTABLE DISCUSSION (12:15-1:00PM)
In this session, we will have lunch and open up the discussion to talk about issues that ANA Digital & Social Committee members are facing and build upon those topics to explore in future meetings.

Facilitator:
Shannon Scanlin, Manager, Committees & Conferences – ANA


IV. PROTECTING YOUR BRAND IN THE DIGITAL SUPPLY CHAIN (1:00-1:20PM)
The ANA is proud to be a supporter of the Trustworthy Accountability Group (TAG) an advertising industry initiative focused on eliminating fraudulent traffic, combating malware, fighting ad-supported internet piracy to promote brand integrity, and promoting brand safety through greater transparency. In this session, Mike Zaneis, EVP of Public Policy – IAB and Interim CEO of TAG will provide an overview and mission of the Trustworthy Accountability Group (TAG) along with plans and next steps.

Speaker (via phone):
Mike Zaneis, EVP of Public Policy – IAB and Interim CEO of TAG


V. LEVERAGING SOCIAL TO DRIVE RELEVANCE WITH MILLENNIALS (1:20-2:00PM)
In this session, Sarah Beddoe, Director of Digital Experience – Pizza Hut, Inc. and Jenna Bromberg, Manager, Digital Engagement – Pizza Hut, Inc. will share how they are leveraging social media to drive relevance with millennials.

Speakers:
Sarah Beddoe, Director of Digital Experience – Pizza Hut, Inc.
Jenna Bromberg, Manager, Digital Engagement – Pizza Hut, Inc.


VI. JCPENNEY VIP TOUR (2:00-2:30PM)
In this session, ANA Digital & Social Committee members will receive a VIP tour of JCPenney's Headquarters!


VII. COLUMBIA RECORDS STUDIO SESSIONS MIX & MINGLE @ THE TRACK STUDIO (4:00-5:30pm or 6:00-7:30pm)
Join the Columbia Records Creative Agency team for a mix and mingle after the Committee Meeting at the Track Studio. There will be cocktails, appetizers, and great networking to be had to garner how other brands use music. Columbia Records will also share an insider's look into the music creation process, explain the story (both quantitative and qualitative) of why they sign a particular artist, and play upcoming unreleased music and a featured guest from Columbia's very own A&R department will share a behind the scenes look at the music making process and future trends in the music industry we see at the label. Columbia Records is one of the most iconic record labels in the industry and represents artists such as Adele, Beyonce, Pharrell Williams, Daft Punk, Bob Dylan, Barbara Streisand, AC/DC, Train, Hozier, John Legend, John Mayer, and many others.

Location:
The Track Studio
961 N. Avenue, Suite 400
Plano, TX 75074