2016 ANA Digital & Social Media Conference Presented by Meredith

This event is over.

The 6th annual ANA Digital & Social Media Conference, presented by Meredith, brings together top client-side digital marketing professionals and key industry experts to discuss topics such as social media, e-commerce, native, etc. See content from the conference below.

The hashtag for this conference is #ANADigital.

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Agenda

TIME EVENT DETAILS LOCATION
Wednesday, July 20, 2016
3:00pm Registration Opens

Broadmoor Hall Foyer
4:00pm Preconference Session

MAKING MOBILE WORK FOR YOUR BRAND

There’s always a tradeoff between a consumer's experience and a brand's desire to connect, especially on mobile. But there doesn’t have to be. Join Pinterest and one of their CPG brand partners as they deconstruct what works in mobile advertising and tackle the importance of absolute alignment between consumer, brand and platform in the creation of an idea.

Doug Barrett
Head of Regional Partnerships Pinterest
Gloria DeCoste
Head of Digital Strategy Nestle S.A.
Broadmoor Hall A
5:00pm Preconference Adjournment

7:00pm Reception  

Broadmoor Hall Foyer
8:15pm Dinner  

BEYOND VIEWABILITY: HOW EXPOSURE DEFINES CAMPAIGN SUCCESS

The digital advertising industry has matured, and technology now ensures campaigns are viewable and seen by real people... but are we successfully driving ROI? Join Integral Ad Science as they break down the evolution of media measurement, and how ad exposure not only impacts digital success, but defines how it can be achieved.

Ian Wallin
Vice President, Sales Integral Ad Science
Broadmoor Hall A
Thursday, July 21, 2016
7:30am Breakfast  

HOW THE SUPER BOWL INSPIRED ARROW ELECTRONICS TO SUPERCHARGE THEIR SOCIAL MEASUREMENT

With the hometown Denver Broncos set to play in the 2016 Super Bowl, Arrow Electronics, seized a special opportunity to grow their fan base online. Hear how the Colorado-based Fortune 150 parlayed a brilliant TV commercial into record-setting engagement across their online and social properties. Learn why Arrow selected Origami Logic to move from manual reporting to automated, cross-channel measurement. Gain tips on how Arrow’s team — from marketing analysts to the CEO — uses real-time data to understand how the Super Bowl and ongoing campaigns impact their business.

Matt Jacobs
Vice President, Strategic Marketing Origami Logic
Amanda Kelly
Global Social Media Manager Arrow Electronics
Broadmoor Hall A
8:30am General Session

Broadmoor Hall B

WELCOME

Marc Rothschild
Senior Vice President, Meredith Digital Meredith Corporation

OPENING REMARKS: MEDIA’S “BIG FOUR” CONCERNS

The media industry is plagued by the shaky foundation of technology. While technology has catapulted the industry's ability to increase efficiencies and consumer targeting, it also left us extraordinarily vulnerable. Technology has given rise to the "Big Four" of generally interrelated concerns that threaten the underpinning of digital marketing and sub-optimize the financial investments of marketers:

Ad blocking
Ad fraud
Media transparency
Viewability/measurement

Bob Liodice
President and Chief Executive Officer ANA

GATORADE CONNECTS WITH ATHLETES DAILY THROUGH DIGITAL AND SOCIAL INNOVATION

More than 50 years after developing the first sports drink, Gatorade is reinventing the sports nutrition landscape with personalized fueling solutions to meet athletes' needs. This year, the brand has rolled out new products, equipment and services that are transforming Gatorade from a sports drink to a sports fuel company focused on athletes' needs 24/7. Off the field, Gatorade's marketing efforts have kept pace with the evolution of the athletes and how they consume information. Learn how Gatorade connects with today's athletes daily through digital and social efforts by partnering with industry leaders to create new, innovative platforms and experiences.

Kenny Mitchell @kmitch
Head of Consumer Engagement Gatorade

VISA: DRIVING GROWTH THROUGH DIGITAL INNOVATION & PARTNERSHIPS

Shiv is a recognized marketer who helps brands transform with the rise of digital. At Visa, he is the Senior Vice President and Global Head of Digital and Marketing Transformation. He is responsible for global digital and marketing transformation across all external stakeholders from consumers and merchants to financial institutions and technology partners. In this session, he will unpack the importance of innovation and seeking out startup partners to drive corporate growth. He will share deep insights on how Visa is stripping away the mystery and bureaucratic layers and doing the hard work of building partnerships that drive real value.

Shiv Singh (@shivsingh)
Senior Vice President, Global Head of Digital & Marketing Transformation Visa
Networking Coffee Break  

General Session (cont.)

MARKETING IN A COLLABORATIVE ECONOMY

From Airbnb, TaskRabbit, Uber, to Lyft, the sharing economy is on the rise. Furthermore, crowdfunding, and the maker movement is enabling people to create goods --rather than buy them. Marketers must understand this trend, as some industries are being disrupted by their own former customers!
Organizations can benefit from this movement by tapping into the crowd by enabling them to better utilize your own resources, and to create new business opportunities that reduce capital expenditures and operating costs. In this session, discover:
• What's causing this sharing and maker movement
• Which verticals are being impacted the most
• What are the driving forces --and opposing forces to sharing
• What is the impact to marketers
• What marketers and leaders must do now to overcome this disruption

Jeremiah Owyang (@jowyang)
Founder Crowd Companies

GRUBHUB: AMPLIFYING OFFLINE EXPERIENCES THROUGH DIGITAL ENGAGEMENT

Barbara Martin Coppola is the chief marketing officer for Grubhub, the nation's leading online and mobile food-ordering company, spanning 1,000 cities and reaching 7 million active diners. In this session, she will share how Grubhub tailors its engagement across digital platforms to amplify powerful offline experiences. This includes providing snackable content on social media, enabling timely updates to the product homepage, and leveraging data to customize communications sent to users. Grubhub is bringing diners into all parts of the ordering process to not only deliver transparency, but to celebrate the world of food.

Barbara Martin Coppola (@Grubhub)
Chief Marketing Officer Grubhub
12:30pm Luncheon (Presented by Meredith)

THE TRANSIENT NATURE OF ENTERTAINMENT MARKETING

Now more than ever, entertainment marketing is consumed at speed, as marketers attempt to keep up with not only the latest episode or launch, but also the active social following that develops in anticipation for a new movie, show or episode. The goals of each marketing campaign are the same - to engage an audience, to recruit them, and to create new fans. Marketers are competing for attention through a multitude of digital and social outlets that are now available to them — everything from traditional advertising to social media, websites and videos. With each new launch, millions of dollars are spent to build a campaign “empire,” only to have it become obsolete in months, if not weeks, after a release.

What is the value in such a transient community? In this panel, the impact of digital and social media as it relates to the amount of spend and ROI, ad sales, and digital investments and how marketers determine how much is too much (or too little) will be uncovered and deep insights will be shared. 

 

Moderator
Peter Sloterdyk (@MXMTweets)
Entertainment Practice Lead MXM
Panelists
David Smalle
Vice President, Digital Analytics Sony Picture Entertainment
Dana Robinson
Director, Audience Development and Social Media Turner Broadcasting System, Inc.
Broadmoor Hall A
1:45pm

PLATFORMS CHANGE BUT STRONG BRANDS SHOULDN'T: HOW TARGET APPROACHES BRANDING IN THE DIGITAL AGE

Amidst an ever changing and expanding platform landscape, Target’s promise to its guest has remained consistent, and it is at the core of the most innovative and effective multi-platform work the brand is doing today. In this presentation, the Vice President of Marketing will discuss how to keep brands consistent and vibrant in the digital world, even as the foundations of platforms and media continually shift.

William White
Vice President, Marketing Target Corporation
2:30pm Networking Coffee Break  

2:45pm General Session cont.

NATIONAL FOOTBALL LEAGUE: BRAND DEVELOPMENT THROUGH CONTENT MARKETING

Tom Brady manages all content on the NFL’s digital media properties, including all video content, editorial, cross-platform programming, and content across mobile and social media platforms. With last year’s 50th anniversary of the Super Bowl he was challenged with teaching more fans of the NFL about the past, present and future of the NFL through the platform of Super Bowl 50. In this session, he will share the NFL’s approach to leveraging the right content for the right platform.

Tom Brady (@NFL)
Vice President, Social Media & Emerging Programming National Football League
3:30pm End of General Session

4:30pm Networking Meet Up

Join us for a fun networking meet up to connect with your peers and explore the beautiful property of The Broadmoor! These meet ups are open to all conference attendees.

Historical and Art Tour:

A guided walking tour of the Main Complex where you will learn about the many colorful, larger-than-life figures that were instrumental in the building of the historic Broadmoor property. The tour will also go throughout the Main, South and West areas to learn more about many of the new pieces of artwork hanging from the Broadmoor walls. New Artists include Maxfield Parrish, Georgia O’Keefe, and Thomas Moran. You will learn about the different works of art as well as a little history of the artists themselves.

Sun Lounge
7:00pm Reception

International Center
8:00pm Dinner on your own

Friday, July 22, 2016
7:30am Breakfast  

SOCIAL ACTIVISM IN THE AGE OF SOCIAL MEDIA

For more than 70 years, the Ad Council has been producing content to raise awareness of social causes via agency and media partners. Among its long list of iconic campaigns include Smokey the Bear (“Only You Can Prevent Forest Fires”); the “Keep America Beautiful” anti-pollution effort; and Vince & Larry, the Crash Test Dummies.

Annually, media outlets donate more than $1 billion to Ad Council campaigns – a sum total that would make the nonprofit one of the largest advertisers in the United States. Yet, as consumer habits shift away from traditional channels toward social media, maintaining relevancy and impact among young supporters demands a new approach.

The Ad Council sought to understand how Millennials are learning about and engaging in causes. The nonprofit partnered with Crowdtap, a consumer insights & engagement platform, to learn more about this powerful cohort and inform new strategies tailored to incoming generations of consumers. This presentation will detail the study’s findings and present best practices that organizations, nonprofit or otherwise, can glean from the Ad Council’s learnings.

Claudia Page
Vice President, Platform and Creator Partnerships Crowdtap
Tony Foleno
Senior Vice President, Research, Planning & Evaluation The Ad Council
Broadmoor Hall A
8:30am General Session

KEY FINDINGS AND ACTION STEPS FROM ANA’S MEDIA TRANSPARENCY STUDY

An independent study commissioned by the ANA revealed that a wide range of non-transparent practices, including cash rebates to media agencies, were found to be pervasive in a sample of the U.S. media ad buying ecosystem. The comprehensive study conducted by K2 Intelligence and released in June 2016 revealed that senior executives across the agency ecosystem were aware of, and mandated, some non-transparent business practices. In addition, ANA worked together with Ebiquity and FirmDecisions' on a full report to provide a list of detailed recommendations which focus on contract provisions, principles, and re-establishing advertiser primacy in the industry.  In this session, you will learn the background on this important industry initiative and hear key findings and recommendations from the study.

Bill Duggan
Group Executive Vice President ANA
Bob Liodice
President and Chief Executive Officer ANA
Broadmoor Hall B

AMERICAN GREETINGS: LEANING INTO CULTURAL TENSION TO GAIN AN UNFAIR SHARE OF ATTENTION

Focusing on a core mission to make the world a more thoughtful and caring place has helped American Greetings to not only become the industry leader in the U.S. and the world, but to also become one of the most effective advertised brands in the nation. How does a 110-year-old paper greeting card company make its presence known in a digital world? In this session, you will learn how American Greetings gained their unfair share of attention by leaning into cultural tension while staying true to their brand purpose through programs like #analog at SXSW, a digitally-driven World’s Toughest Job campaign, and integrated social media programs.  

Alex Ho (@amgreetings)
Executive Director, Marketing American Greetings

RE-POSITIONING CANNABIS FOR THE DIGITAL AGE

According to recent predictions, the marijuana industry is expected to reach $36 billion by 2020.  With the recent legalization of cannabis in certain US states, the need to uncover rich insights in order to capitalize on the changing landscape are critical.  In this session, a classic publication with extensive knowledge of the cannabis space, High Times, will help tell the evolving story of the re-positioning of marijuana especially as momentum for legalization continues to grow in the U.S.  The insights in this session will focus on "breaking the taboo" around marijuana and helping traditional brand marketers and advertisers to innovate, transform, and become more modern marketers.

Larry Linietsky (@HIGH_TIMES_Mag)
Chief Operating Officer High Times
Giadha DeCarcer
CEO New Frontier
10:40am Networking Coffee Break  

General Session (cont.)

MIKE'S HARD LEMONADE: SUPRISING AND CONNECTING WITH CONSUMERS THROUGH CONTENT MARKETING

The flavored-malt-beverage category is one of the fastest-growing catefories in alcohol thanks to demand from flavor-seeking millennial drinkers. This has led to Mike's Hard Lemonade making significant changes to their marketing strategy, including heavy investmant in a digital-first approach.  In this session, Diane Sayler, Director, Brand Experience at Mike's Hard Lemonade will share their digital marketing strategy which includes surprising and delighting consumers and telling the brand story through content marketing.

Diane Sayler (@DianeSayler)
Director, Brand Experience Mike's Hard Lemonade

PUMA: SOCIAL MEDIA INNOVATION STORY

The women’s athleisure business is growing fast and has been a focus for many to athletic brands including PUMA. To rise ahead in this very competitive space, PUMA has used unique partnerships with social media as well as collaborations with celebrities to break through the clutter. On February 12 at New York Fashion Week, Rihanna debuted her fall collection with PUMA and it took social media by storm. PUMA capitalized on the buzz during the event by giving consumers a front row seat through Periscope and Snapchat. In this session, they will share their innovative social strategy as well as their recent success with Rihanna’s Fall Collection runway show.

Ann Unger (@AnnUnger20)
Team Head, Consumer Marketing PUMA
Lindsay Sutton (@lindsayalk)
VP/Group Director, Social Strategy DigitasLBi
12:30pm Conference Adjournment


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.