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Digital & Social @ Legg Mason (Members Only Conference)

This event is over.

Please click here to download the conference booklet.

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 mobile have especially exploded in the last few years. In fact, there are more than 1 billion active users on Facebook and billions of tweets posted per week! 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.  Come hear some ground-breaking case studies and lessons learned from other marketers  and industry experts in this constantly evolving space!  This complimentary ANA members-only conference is crucial for any marketer seeking to navigate their brands through the ever-changing and transformative media landscape of digital and social.  

When
Begins:Wednesday, April 10, 2013 at 8:15am
Ends:Wednesday, April 10, 2013 at 2:45pm
Where

Legg Mason, Inc.
100 International Drive
4th Floor Conference Center
Baltimore, MD 21202-1099

Agenda

Registration is sold out for this event. If you have questions or would like to sign up for the waitlist, please contact registration@ana.net.

8:15am

9:00am

Breakfast

General Session

JOHNS HOPKINS:  CONNECTING PEOPLE WITH THE PROMISE OF MEDICINE
Digital technologies are causing a revolution in health care. As the world's first academic medical center, Johns Hopkins is a world leader in medical discovery, educating the next generation of healthcare leaders, and providing innovative and compassionate patient care. Embracing digital and social technologies has enabled the people of Johns Hopkins Medicine to connect with people around the world to demonstrate the promise of medicine. Through conversations and storytelling they've extended their brand beyond the hospital doors or the web site to enable better patient service, to reach varied audiences, to educate and inform -- all while managing patient privacy and other challenges unique to the healthcare space.

Stacy Poliseo
Internet Marketing Manager
Johns Hopkins Medicine

Aaron Watkins
Director of Internet Strategy
Johns Hopkins Medicine
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UNDER ARMOUR:  SOCIAL FRANCHISES THAT LEVEL THE ADVERTISING PLAYGROUND
Social franchises are self-contained social programs under a single brand umbrella that activate audiences to further define and promote the brand.  Unlike advertising campaigns, social franchises are simply constructed to motivate audience participation and enable them to express the brand through content they create and share. These franchises are more powerful than ad campaigns because they are driven by the hearts and minds of the audience. And the brand pictures they paint starts and ends with the truth as the consumer sees it rather than how marketing organizations define it.  Discover how Under Armour leveraged social franchises instead of traditional ad campaigns to build their brand with campaigns such as “What’s Beautiful.”

Dan Mecchi
Director, Digital Media

Under Armour Performance Apparel
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LIFE ON THE FRONTLINES OF DIGITAL DISRUPTION
The wave of digital disruption changing consumer lives and upending even very traditional businesses hits the marketing and advertising departments first. These front line soldiers are closest to the consumer and have to adapt the quickest, using whatever digital tools and platforms consumers prefer. As a result, these exhausted troops have learned the most even as they still have to answer major questions like:

- What does it mean to have a digital relationship with today's consumer?
- How can marketing, product strategy, and IT finally work together to respond to consumer needs?
- What does the marketing expert of the future look like?

Forrester will share key examples of digitally disruptive trends and the lessons marketers can use when it comes to digital marketing today.

Cory Munchbach
Marketing Strategy Analyst serving CMOs and marketing leaders
Forrester Research, Inc.
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12:00pm Lunch
______________________________________________
1:00pm

General Session Cont.

AN ICONIC BRAND ACTIVATES IN NOT NORMAL WAYS
MINI is one of the world’s most fun and iconic brands.   In this session, they will share how MINI USA engages with Owners and prospects in ways that go beyond traditional marketing by playing with convention. MINI’s multi-channel marketing approach creates engaging, “Not Normal” experiences and content that become sharable through social channels.   Let’s Motor.

Lee Nadler
Marketing Communications Manager
MINI USA
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AMTRAK: MAKING TRAVEL MORE REWARDING FOR ALL
Amtrak connects more than 500 destinations in America in safer, greener and friendlier ways. In this session, Amtrak will share their digital and social media strategy and how it connects to customers at all lifecycle touch points, from consideration to intention to purchase to loyalty.

Julia Quinn
Director, Social Media
Amtrak
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2:45pm

Conference Adjournment