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General Session
HOW DISNEY PARKS LEVERAGES
SOCIAL MEDIA AND TECHNOLOGY TO ENGAGE WITH MOMS
The new digital mom values
community and personalization. She relies on the internet for information
and to stay connected. She is empowered, connected and discerning.
This new mom lives within diverse social communities and is quickly going
mobile. Find out how Disney Parks embrace social tools and technologies
in order to broaden and deepen engagement with these Moms, and turn them into
their most passionate advocates.
Christie Volastro
Director, Digital Marketing
Disney Destinations, LLC
Tom Aronson
Digital Marketing Director
Disney Destinations, LLC
Leanne Jakubowski
Director, Digital Marketing
Disney Destinations, LLC
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HOW THE AMERICAN CANCER SOCIETY LEVERAGED DIGITAL AND SOCIAL MEDIA FOR A GREAT CAUSE
How do you use digital & social tools to make an indelible, unmistakable mark for a cause that has lots of champions and multiple groups looking for donation dollars for cancer-related causes?
The American Cancer Society secured the rights to what might be the most recognizable song in the world, Happy Birthday To You, and asked famous musicians to sing it. Keith Urban, Justin Bieber, Usher and Jack Johnson, were some of the famous talent who participated. Custom gift wrap, posters and e-cards to were also designed by famous artists including Masha D'yans and Eric Carle. All of the artists and musicians donated their time and talent.
This integrated campaign brought new social currency to this venerable, 100-year-old brand driving consumer engagement through viewing, socially connecting, creating, sharing, volunteering and donating at www.morebirthdays.com.
In this session you will hear how the American Cancer Society's digital & social team created a ‘web-centric' campaign that used all the tools to raise awareness, and money, for a great cause.
Andy Goldsmith
Vice President, Creative and Brand Strategy
American Cancer Society
Chris Mumford
Senior Vice President, Account Director
The Martin Agency
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THE NEW DIGITAL AMERICAN FAMILY
Who is the American family?
Gone are the days of the "Leave it to Beaver" family model as today's
families are smaller, older, and diverse. Families with children in the
household are shrinking and a majority of families are becoming
multicultural. The New American Family is connected, not only are they
consuming media differently via social media sites, online, online
video, mobile, television, and DVR's but also they are more educated on
their purchasing decisions. Now that traditional assumptions about the
typical family no longer apply, and new digital touch points
influence every stage of their purchase decision journey, how do
marketers adapt?
Join The Nielsen Company as they quantify the
importance of the "New American Family" by exploring the demographic
characteristics, trends and roles in this new family structure and how
this influences their purchasing and media behaviors today and in the
future.
Doug Anderson
Senior Vice President, Research and Thought Leadership
The Nielsen Company
Radha Subramanyam
Senior Vice President, Media Analytics
The Nielsen Company
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General session contd.
AMERICAN FAMILY INSURANCE GROWS THEIR "FAMILY" THROUGH MULTIPLE SCREEN MARKETING
Only
a few years ago, American Family Insurance allocated the majority of
their media mix to a more traditional 30-second television approach with
its modest marketing budget, in an ultra-competitive category. In 2009,
American Family Insurance launched its first branded entertainment web
series which included several integrated entertainment programs with
multiple media partners. American Family Insurance has also become a
category leader in social media, gaming, and is also the first insurance
company to advertise on the iPad. Discover how American Family
Insurance, an 80+ year old marketer, leverages brand-building
initiatives through multiple screen marketing efforts to grow their
business.
Telisa Yancy
Director, Advertising, Brand and Media
American Family Insurance
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HOW RADIOSHACK IS LEVERAGING SOCIAL MEDIA TO CREATE CONNECTIONS AND DRIVE GROWTH
As
RadioShack continues to build its brand and position itself as a leader
in mobility, they made a conscious decision to focus on social media in
2010 - not because it's the newest shiny object, but because the
channel provides a real opportunity to engage with current and potential
customers. RadioShack's focus on innovation led to successful and
unique partnerships with Facebook, Twitter, and Foursquare. We'll share
key learnings, insights and what we're excited about in 2011.
Adrian Parker
Director, Social Media and Digital Strategy
RadioShack
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