Digital Marketing
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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. WELCH'S GRAPE JUICE: SHARING WHAT'S GOOD THROUGH VINE (10:00-11:00AM) *via phone*
In this session, Greg Smith, Chief Creative Officer, The VIA Agency and Jason Wright, Group Strategy Director, The VIA Agency will share their powerful social campaign for Welch's Grape Juice, "Pass the Glass," where they harnessed the power of the grape vine to help families in need by inviting people to film videos of themselves, family members or friends passing a glass of juice and posting it to social media channels using the hashtag #ShareWhatsGood. This video has become the world's longest Vine video. They will share key insights that led to this campaign, full details, results, and lessons learned on this powerful social media tool.
Speakers:
Scott Macleod, Director of Analytics and Insight - The VIA Agency
Jason Wright, Group Strategy Director - The VIA Agency
II. FORRESTER: TOP DIGITAL ADVERTISING TRENDS FOR 2014 AND BEYOND (11:10AM-12:00PM)
Native advertising offers marketers the opportunity to create custom content that speaks directly to consumers within the trusted publisher context. In this session, will explore how it can be a powerful tool for marketers and a welcome revenue stream for publishers when executed responsibly. She will also share some industry trends on viewability and monetization strategies for digital publishers.
Speaker:
Susan Bidel, Senior Marketing Strategy Analyst - Forrester Research, Inc.
LUNCH (12:00 – 12:30PM)
III. PROGRAMMATIC BUYING, AGENCY TRADING DESKS, AND DIGITAL DATA MANAGEMENT TRENDS (12:30-1:20PM)
In this session, Michael Greene, Director of Research – Audience Science and leading industry expert will share some key trends in some hot topics in digital marketing – programmatic buying, agency trading desks, and digital data management.
Speaker:
Michael Greene, Director of Research – Audience Science
IV. GAME OF THRONES #ROASTJOFFREY CASE STUDY (1:30-2:30PM)
How do you keep fans engaged when the launch of a new campaign, product or season is still months away? HBO looked at fan behaviors in social channels, and uncovered that Game of Thrones fans weren't shy about sharing their sentiments about King Joffrey - the reviled TV character on the internet. So they hosted the first-ever social media "roast," uniting fans, celebrities, social influencers and Game of Thrones characters worldwide. In this session, Jim Marsh, Social Media Director - HBO and Josh Lenze, Account Director - 360i, will share the compelling and groundbreaking campaign that generated nearly 800 million total earned media impressions and 1 million total engagements across platforms, resulting in a 360% increase of Game of Thrones mentions compared to the same time the previous year.
Speakers:
Jim Marsh, Social Media Director - HBO
Josh Lenze, Account Director – 360i