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Digital Marketing

This event has ended.
Begins: Wednesday, September 10, 2014 at 9:00am
Ends: Wednesday, September 10, 2014 at 2:30pm
Location: Hosted By Mashable
114 Fifth Ave.
15th Floor
New York, NY 10011

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

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)

I. MASHABLE: CONNECTING WITH MILLENNIALS THROUGH THE POWER OF DATA (10:00-11:00AM)
Robyn Peterson, Chief Technology Officer – Mashable will discuss how data powers Mashable's storytelling for both its newsroom and business. Robyn will demonstrate, through a case study of a top-tier technology firm, the best practices used in connecting millennials with engaging content on the platforms they use the most.

Speaker:
Robyn Peterson, Chief Technology Officer – Mashable


II. THE PORTLAND TRAIL BLAZERS REVAMP UX (11:15AM-12:00PM)
In this session, the Portland Trail Blazers along with their agency Sq1 will share how they leveraged digital to create a more user-friendly website and profitable way for fans to purchase tickets.  Discover how the NBA's Trail Blazers and Sq1 developed a media plan that utilized dynamic audience segmentation and media channels to serve fans only the games and tickets they were interested in purchasing to increase conversion and ROI.

Speakers:
Dewayne Hankins, VP of Marketing and Digital – Portland Trail Blazers
Gabe Winslow, Partner – Sq1


LUNCH (12:15 – 1:00PM)


III. COMCAST SOCIAL MEDIA CASE STUDY (1:00-2:00PM)
Comcast's social accounts have higher engagement in their category and leading brands in the social space (American Express, Zappos, Jet Blue, Coca Cola, and more).  Robin Dagostino, Director, Social Media Marketing – Comcast will discuss how they are using social media for customer service, consumer engagement, and to drive sales.  She will also cover how they built an in-house social dashboard aggregating data from multiple sources to truly measure the ROI of social for their business.

Speaker:
Robin Dagostino, Director, Social Media Marketing – Comcast


IV. ANA MEMBER ROUNDTABLE DISCUSSION: NATIVE ADVERTISING (2:00-2:30PM)
Native advertising, according to Wikipedia, is an advertising method in which the advertiser attempts to gain attention by providing content in the context of the user's experience.  Native ad formats match both the form and function of the user experience in which they are placed.  The advertiser's intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will engage with it.

In this session, ANA Digital Marketing Committee members will will be share experiences and perspectives on native advertising including:

  • How / if marketers structure internally to manage native advertising
  • Outside resources used to develop native advertising, e.g., media agency, creative agency, PR agency, other
  • Doing native advertising programmatically
  • Amplifying native advertising via social media
  • How marketers are disclosing native ads (to avoid trouble with government/consumer groups)
  • Whether tweets that provide a link to native advertising need disclosures, e.g., #sponsored

Facilitator:
Shannon Scanlin, Associate Manager, Committees – ANA

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Next Meeting(s)

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