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Midwest Digital, Social & Mobile

This event has ended.
Begins: Thursday, March 29, 2012 at 9:00am
Ends: Thursday, March 29, 2012 at 2:30pm
Location: MillerCoors
250 South Wacker Dr.
16th Floor, End Zone Conference Room
Chicago, IL

Meeting notes are available to current, logged in Members only.

Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:00am


I. MILLERCOORS CASE STUDY (10:00am-11:00am)
Keystone Light has a new spokesman, Keith Stone-an average guy with an above-average "smoothness." MillerCoors wanted to highlight the ‘always smooth' essence to life in their Keith Stone character that was impactful and relatable to the Keystone Light drinker. Discover how MillerCoors used the Keith Stone character to engage with fans through digital and social media.

Speaker:
Brittany Tall
, Digital Media Manager - MillerCoors LLC


II. AGENCY TRADING DESKS (11:15am-12:15pm)
Agency trading desks are independent subsidiaries set-up within holding companies to purchase digital ad inventory on exchanges as an alternative to ad networks. Clients therefore pay fees to the planning agency as well as to the trading desk. Lately, some have questioned whether agency trading desks are a conflict of interest, acting as an agency and vendor at the same time, i.e., "double-dipping." Agencies argue that, rather than executing a digital buy via an ad network, doing so via an agency trading desk is a better option as ad networks have very high margins and now instead, trading desks lower costs to clients while providing agencies with a fair profit.

The purpose of this session is to better educate ANA and our members. Committee members will have the chance to hear from a panel of experts who will share their views on this issue and provide information to client-side marketers. We will also reveal insights shared in a recent ANA white paper which will help educate marketers about this emerging audience purchasing model.

Facilitator:
Marni Gordon
, Senior Director, Committees - ANA

Panelists:
Joanna O'Connell, Senior Analyst - Forrester Research, Inc.
Kurt Unkel, EVP/GM - Audience on DemandTM, Vivaki Nerve Center


III. BUILDING A ROBUST MIDWEST DIGITAL, SOCIAL & MOBILE COMMITTEE (1:00pm-1:30pm)
In this session, we will ask members to share their thoughts on how we should evolve the ANA Midwest Digital, Social, & Mobile Committee moving forward. We will also ask for input on topic ideas we should cover and suggestions for ideas on an industry initiative that the ANA Midwest Digital, Social, and Mobile Committee can own in 2012.

Facilitators:
Stevie Benjamin
, Director, Media - MillerCoors LLC
Cara Tabatchnick, Manager, Communities & Committees - ANA


IV. PANEL DISCUSSION: ORGANIZING YOUR COMPANY TO WIN IN DIGITAL
(1:30pm-2:30pm)
According to a recent ANA survey: the use of newer media platforms are exploding with social networks/social media (20% in 2007 versus 89% in 2011) and mobile (28% in 2007 versus 75% in 2011), having the greatest increase in use in the past four years. Despite this rapid growth, one of the top challenges clients face is how to create a best in class internal organizational structure to manage the ever-changing digital marketplace.

In this session, you will hear from a panel of client-side marketers who will discuss the how their companies are organized internally to win in digital and share best practices for integrating digital into the broader communications mix. We will also ask ANA Digital, Social, & Mobile Committee members to share their experiences and some of the topics we will discuss are:

  • In this discussion we will talk about how your digital department is structured within your company?
  • Tips on organizing internally and with your external partners.
  • Who owns social media?
  • Who owns mobile marketing?
  • How do you measure ROI with your social media marketing?
  • If you are doing mobile marketing, what are the three most important things a business can do to kick-start their mobile marketing campaign?
  • What's the average cost/time of a mobile site/app/campaign?

Facilitator:
Stevie Benjamin
, Director, Media - MillerCoors LLC

Panelists:
Matt Johnson, Digital Media Manager, State Farm Mutual Automobile Insurance Co.
Stephanie Moritz,
Senior Director, Public Relations, ConAgra Foods Inc.

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