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2012 ANA Digital & Social Media Conference presented by Meredith

This event is over.

The ANA Digital & Social Media Conference will be a must-attend event for anyone who is trying to navigate their brands through this ever-changing media landscape.   Digital media has become a part of consumer's daily lives and they have become accustomed to viewing content and connecting with people wherever and whenever they want. Social media and viral videos have especially exploded in the last few years. Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue.

Host:
Michael Donnelly
Senior Vice President, Group Head Global Digital Marketing
MasterCard Worldwide
ANA Social Media Committee Chair

When
Begins:Sunday, July 15, 2012 at 4:00pm
Ends:Tuesday, July 17, 2012 at 12:00pm
Where

The Ritz-Carlton, Laguna Niguel
One Ritz-Point Drive
Dana Point, CA 92629

The Ritz-Carlton hotel is now sold out. The closest hotel is the St. Regis Monarch Beach. Please contact the hotel directly for availability.
St. Regis Monarch Beach
1 Monarch Beach Resort Drive
Dana Point, CA 92629
St. Regis Monarch
949.234.3900

Agenda

Sunday, July 15, 2012

3:30pm Registration Opens

4:00pm

ENGAGING SOCIAL AUDIENCES THROUGH CONTENT MARKETING
In a world where content is the new advertising and social graphs dictate media choices, marketers need to learn to create compelling and sharable content.  Learn the inside secrets from top digital editors on content creation in a socially motivated world, with real applications to brand content (including recent Cannes Lions award winners).

Troy Young
President
SAY Media
__________________________________

6:30pm Pre-Reception sponsored by SAY Media
7:30pm

Opening Dinner

Post Dinner Performance provided by VEVO
VEVO, the world’s leading all-premium music video and entertainment platform, brings Josh Krajckik, an American singer-songwriter and finalist on the 2011 season of THE X FACTOR.  Josh was recently signed to Simon Cowell’s Syco record label.  His soulful renditions of classics like Leonard Cohan’s “Hallelujah”, The Rolling Stones’ “Wild Horses”, and The Beatles’ “Something” lead judges Paula Abdul to say “your voice is the favorite voice I’ve heard in the last decade” and Nicole Scherzinger tout him as “the male Adele.”  Josh’s X-Factor Audition covering the classic “At Last” has hit over 7-million views on YouTube.
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Monday, July 16, 2012

7:30am

Breakfast sponsored by Telemetry

THE TLM 100 - THE LAUNCH OF A DIGITAL MEDIA STANDARD
Learn how Telemetry, the leading digital media auditing firm, is set to launch the world's first digital media index within the US. Using their unprecedented access to publishers, ad networks and trading desks, Telemetry is offering agencies and advertisers a free to use, real time performance rating index across all manner of digital media vendors.

Anthony Rushton
Chief Executive Officer
Telemetry
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8:30am

General Session

WELCOME REMARKS
Bob Liodice
President and Chief Executive Officer
ANA

Opening Remarks/Presenting Sponsor
Nancy Weber
Executive Vice President, Chief Marketing Officer
Meredith National Media Group

SOCIAL MEDIA CHANGES EVERYTHING: LONG LIVE THE FUNDAMENTALS

Are the rules of social media really that different? We often talk or hype-up social media as though listening, relationship marketing, influencer management, earned media, and creating engaging brand experiences are fundamentally new concepts.  And yet they are all deeply rooted in the history and tradition of great brand building.  Using a series of case studies drawing from “Brand Building the Nestlé Way,” Pete Blackshaw, Global Head of Digital and Social Media at Nestlé, SA. , will reach back to the “boring fundamentals” to fortify the business rationale for social media investment, embrace, and even organizational realignment.  Pete is author of “Satisfied Customers Tell Three Friends, Angry Customers Tell 3000” (Doubleday) and founded one of the industry’s first social media monitoring firms, which he sold to Nielsen.

Pete Blackshaw
Global Head of Digital and Social Media

Nestlé S.A.

Q&A Session
Mike Donnelly
Senior Vice President, Group Head Global Digital Marketing
MasterCard Worldwide
__________________________________

ACTIVISION BUILDS BUZZ AND COMMUNITY THROUGH GAMING AND SOCIAL MEDIA
Activision, a worldwide leader in interactive gaming and entertainment, is also behind some of the biggest entertainment launches in history including the extremely popular Call of Duty:  Modern Warfare series.  The company’s core approach is to leverage their loyal fan base and make them brand ambassadors to bring in even more advocates.  Social media is one of the primary ways that Activision engages with their fans and they have developed strong communities around many of their gaming titles.  Discover how Activision successfully leverages social media to build fans and engagement, their approach to measurement and key lessons learned.  You will also hear how Activision uses social media and experiential to extend the reach and engagement of their most exciting events, such as XP.

Jonathan Anastas
Vice President, Global Head of Digital and Social Media
Activision

Q&A Session
Stevie Benjamin
Director, Media
MillerCoors
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AMERICAN EXPRESS “SYNCS” WITH CUSTOMERS THROUGH SOCIAL COMMERCE
American Express, a 162-year old financial services company, is on the cutting edge of social commerce.  American Express recently expanded their Sync innovation, a big hit at this year’s South by Southwest, which offers merchants the opportunity to provide discounts to customers who “sync” their social media accounts to their American Express cards.  Discover how American Express is able to provide a clear value proposition and demonstrate ROI through significant partnerships with major social players including Facebook, Twitter, and Foursquare.

Brad Minor
Vice President of Social Media, PR and Communications

American Express

Q&A Session
Christine Morrison
Turbo Tax Social Media Marketer
Intuit Inc.
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SLIDING FROM SOCIAL MEDIA SUCCESS TO SOCIAL MEDIA ARMAGEDDON
Tweets, posts, downloads, geolocate, follow, friends.  That's all good.  Regulators, hackers, thieves, data breaches.  That's bad.  Cookies, OBA, opt out, opt in.  Maybe good, but maybe bad.  Very bad.  Problem is it's a very slippery slope from success to nightmares in social media.  Douglas Wood, ANA's General Counsel, will give you the latest in regulations and risks for marketers looking for customers on Twitter, Facebook, Pinterest, You Tube, LinkedIn, and more.  In this session, you will also hear examples of social media blunders and some that built brands.  Will your brand be on display?

Douglas Wood
Partner

Reed Smith LLP

Q&A Session
Bill Duggan
Group Executive Vice President
ANA
_______________________________________

12:45pm

Lunch sponsored by Meredith

HOW TO USE SOCIAL MEDIA TO ELECTRIFY AN ICONIC BRAND
Blogs. Social media. Content co-creation.  If you listen to enough people in the industry you would think these words were sounding the death knell for print media.  Not so fast, says Sally Lee, editor in chief of Ladies Home Journal. The Journal is a classic magazine brand that was suffering from lack of differentiation in a cluttered space – time for a deep dive into the drivers and, importantly, the reader’s needs and expectations. Her bold makeover of the brand and daring approach to collaborative content development may have stirred up some controversy, but it also stoked the passions of its audience. In this session, you will learn about how Ladies Home Journal transformed their brand and content strategy based on key consumer insights.

Sally Lee
Editorial Director, Ladies Home Journal
Senior Vice President, Meredith Corporation

Seth Traum
Senior Vice President, Director of Global Brand Strategy
BAV® Consulting
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2:10pm

General Session Cont.

HOW BRAVO & THE REAL HOUSEWIVES LEVERAGE SOCIAL TV – THE NEW DIGITAL WATERCOOLER
The social TV phenomenon has been fueled by the explosive use of other screens-notably phones and tablets.  Consumers are no longer simply passively watching television. Rather, they are connecting with other fans and TV cast members to chat about their favorite shows in real time.  Bravo is one of the TV networks ahead of the curve as they have also integrated social media within the live-viewing experience.

John Jude Schultz, producer on Bravo’s popular late night interactive talk show, “Watch What Happens Live,” will moderate a panel with Ellen Stone, senior vice president of marketing for Bravo to discuss how the network uses social media to help drive engagement beyond the television screen to create a more immersive experience for viewers.  In addition, Gretchen Christine Rossi from “The Real Housewives of Orange County” and Rosie Pope from “Pregnant in Heels” will weigh in on how leveraging their hit shows and social networking helps build their own personal brands.

Moderator:
John Jude Schultz
Supervising Producer on Watch What Happens Live
Bravo

Panelists:
Rosie Pope
Pregnant in Heels

Gretchen Christine Rossi
The Real Housewives of Orange County

Ellen Stone
Senior Vice President, Marketing
Bravo
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3MS – MAKING MEASUREMENT MAKE SENSE
Making Measurement Make Sense (3MS) is an ambitious cross ecosystem collaboration led by ANA, 4A's and IAB. The initiative’s goal is to improve the process of planning, buying and evaluating cross media campaigns through the development of digital metrics and standards that are most relevant and valuable to brand advertisers. Discover what’s next as a viewable impression standard moves closer to becoming an industry reality. Learn the latest on 3MS’ work to establish the role and definition for digital GRPs, what is being done to validate and market-test ad classification, and what standards and structure is being put into place to insure accurate measurement of viewable impressions.

John Frelinghuysen
Partner
Bain & Company

Q&A Session
Bob Liodice
President and Chief Executive Officer
ANA
_______________________________________

AMERICAN LICORICE LEVELS THE PLAYING FIELD
Traditionally, brands with the largest paid media budgets commanded the greatest share of voice.  In this new era of social and mobile marketing, brands with the most creative ideas and best content can earn a disproportionate share of voice relative to their advertising budget. As a family-run company competing in a confectionary industry dominated by large global companies, American Licorice has learned firsthand how social and mobile marketing can be used to level the playing field in terms of gaining brand awareness among consumers and building closer alliances with strategic retail customers.  American Licorice will share insights into how they have been able to rapidly grow their fanbase, create empowered brand advocates and deliver customer-specific marketing programs on a modest budget. 

Michael Kelly
Consumer Communications Manager
American Licorice

Q&A Session
Mike Donnelly
Senior Vice President, Group Head Global Digital Marketing
MasterCard Worldwide
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5:00pm

Adjournment

Tuesday, July 17, 2012

7:30am

Breakfast sponsored by Wildfire

What makes some social marketing campaigns successful while others fail? At Wildfire, we believe the answer lies in understanding your social customer. A "one size fits all" approach to social media may suffice to generate fans. But in the fast-moving world of social media, generating fans doesn't equate to generating social ROI. When you know your audience as real individuals--instead of interchangeable "fans"--the results of your brand's paid, owned, and earned media dramatically increase. Join Wildfire as we analyze what it takes to develop a differentiated understanding of your audience's social preferences and behavior, and learn how you can personalize interactions at scale.   

Chris Falcioni
Director of Sales
Wildfire

8:30am

General Session

TURBO TAX SHARES “SOCIAL MARKETING LESSONS FROM THE TRENCHES”
The business of taxes is incredibly intense – it takes four months to earn over a billion dollars.  That pressure makes social marketing both incredibly important and very perilous at the same time.  Grab a front row seat and discover the top ten social marketing lessons Turbo Tax learned from the trenches.

Christine Morrison
Turbo Tax Social Media Marketer
Intuit Inc.
ANA West Coast Social Media Committee Co-Chair

Q&A Session
Mike Donnelly
SVP, Group Head Global Digital Marketing
MasterCard Worldwide
____________________________________

DIAGEO USES DIGITAL, SOCIAL, AND PHYSICAL TO “OWN” NIGHTLIFE GLOBALLY
Digital and social media are fundamentally changing beverage company Diageoʼs approach to marketing. Diageo will share how their most innovative brands are breaking new ground in communications programs and their successes are applied throughout the global marketing organization. Through the lens of current marketing campaigns from Diageoʼs top-selling vodka, Smirnoff, discover how a digital and social media communications program can be successfully implemented and executed globally, touching on issues including internal organization and key measurements. In this session, you will also learn how The Nightlife Exchange Project, entering its third year this fall and recognized as one of the few campaigns successfully executed on digital, social and physical platforms worldwide, influences other Diageo brandsʼ future approaches to winning consumer engagement.  

Michelle Klein
Vice President, Content, Digital and Communications, Smirnoff
Diageo North America, Inc.

Wayne Arnold
Co-Founder and Global Chief Executive Officer
Profero LLC

Q&A Session
Stevie Benjamin
Director, Media
MillerCoors
_______________________________________

TALKING TOM:  HOW TO CREATE A VIRAL AND BELOVED GLOBAL DIGITAL BRAND
Today's "main stage" measures just a few square inches. With consumer appetites for all things mobile, from smartphones to tablets, companies nimble enough to create offerings tuned for mobile devices stand to gain valuable market ground. The creative possibilities of going micro while reaching millions are just beginning to be explored and exploited.

With more than 400 million user downloads and 100 million monthly active users in 120 countries, Outfit7’s Talking Tom and other Talking Friends have become an entertainment phenomenon.  These characters have been featured on ABC’s “Modern Family” and NBC’s “Today Show” and are beloved by consumers from New York to Namyangju and Naples .  Discover the inside story of how Outfit7 is building a mobile consumer brand with staying power.  You will also learn Outfit7’s vision and blueprint for the way mobile, media and entertainment companies could and should collaborate to generate more interesting and lucrative incarnations that have the biggest brands knocking on their door.

Narry Singh
Chief Business Guru

Outfit7 Inc.

Q&A Session
Diane Ueberle
Brand & Social Leader, Marketing Excellence
Intuit Inc.
_________________________________________

SOCIAL/VIRAL -- THE NEXT GREAT CORPORATE COMMUNICATIONS WEAPON TO DRIVE GROWTH
Goodbye corporate brochure. Hello social/viral. Corning invested in a corporate vision film that's paid off big time. Yes, it's been seen 18M+ times on YouTube, but even better, it has blown open doors to many new OEM partners worldwide - inspiring a symposium of 125 visionaries at Stanford. It's also paved the way for a second installment and a version that explores the vision's feasibility, both introduced to key press/bloggers at a private screening the night before the company's 2012 Annual Investor Meeting.  Hear from Corning Incorporated who will guide the audience through this incredible, experiential brand journey.  

Lisa A. Burns
Director, Corporate Marketing and Branding, Corporate Communications
Corning Incorporated

Q&A Session
Mike Donnelly
Senior Vice President, Group Head Global Digital Marketing
MasterCard Worldwide
________________________________________

12:00pm

Adjournment

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