Digital & Social, Southeast Chapter

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS & NETWORKING "FIRESTARTER" SESSION (9:45 – 10:00AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. During introductions, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.


I. AAA CAROLINAS: CUSTOM DIGITAL DISPLAY CASE STUDY (10:00 -11:00AM)
AAA Carolinas, an affiliate of the American Automobile Association, is a not-for-profit organization that serves more than 2.1 million member and the public with travel, automobile and insurance services while being an advocate for the safety and security of all travelers. In this session, Jane Mackey, Director of Member Experience at AAA Carolinas will share the innovative work they are doing with a custom audience digital display and pre-roll campaign for insurance offered by the organization.

Speaker:
Jane Mackey, Director of Member Experience – AAA Carolinas


II. LOWE'S INNOVATION LABS: VIRTUAL & AUGMENTED REALITY IN PRACTICE (11:15AM-12:00PM)
Over the past four years, home improvement retailer Lowe's has pioneered the use of virtual and augmented reality platforms to help customers and associates. In this session, Josh Shabtai, Director, Lab Productions & Operations, Lowe's Innovation Labs, will discuss how his team has applied VR/AR in practice; how these technologies are being used at scale; and how they promise to change the face of retail.

Speaker:
Josh Shabtai, Director, Lab Productions & Operations – Lowe's Innovation Labs


LUNCH (12:00 - 12:45PM)


III. NASCAR: USING TECHNOLOGY TO TRACK & DRIVE FAN ENGAGEMENT (12:45 - 1:30PM)
Today's fans have never before had more ways to consume content around their favorite sport or team. Between linear broadcast, immersive digital second screen experiences, and social media, the modern sports experience is truly multi-dimensional. NASCAR's Performance Insights group measures NASCAR consumption across television, digital, and social media, providing insights into what drives fan engagement. In this session, Sean Doherty, Senior Director, Analytics & Insights at NASCAR, will share examples of NASCAR's use of technology to leverage data that drives fan engagement and sponsorship ROI. Learn how this Digital/Social First approach has led to better strategies in Fan Engagement both in venue and out, identified best efforts for capturing the attention of today's millennials and how they expect to consume content, and underscored the importance of having a well-defined social strategy to achieve social ROI.

Speaker:
Sean Doherty, Sr. Director, Analytics & Insights – NASCAR


IV. HOW ANA MEMBERS ARE USING INFLUENCER MARKETING (1:30 - 2:00PM)
According to a brand new ANA survey, three-quarters of ANA member companies have used influencer marketing in the past year. Furthermore, the main objective when engaging in influencer marketing is brand awareness. In this session, Molly Knol, Senior Manager, Committees and Conferences at ANA will share preliminary results of this survey including insight on types/number of influencers used, media channels employed, compensation, legal disclosure, measurement, and more. This session will include an overview on the FTC Guidelines concerning the use of testimonials and endorsements in advertising.

Speaker:
Molly Knol, Senior Manager, Committees and Conferences – ANA


V. MEMBER ROUNDTABLE DISCUSSION (2:00 – 2:30PM)
In this session, Digital & Social, Southeast Chapter Committee members will have the opportunity to network and discuss key issues, challenges, and opportunities brought up in the Introduction/Firestarter session or generated throughout the day's content sessions. Come prepared to engage on topics such as influencer marketing, content marketing, social media measurement, programmatic, new technologies such as AR/VR, and more!

Facilitator:
Molly Knol, Senior Manager, Committees and Conferences – ANA