Tuesday, February 7, 2017
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9:00am
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Confirmed Sessions
BUILDING BRAND LOVE: ENGAGING ADVOCATES ACROSS SALES FORCE, EMPLOYEE & INFLUENCERS
In this session, Mary Kay will share how they engage and leverage advocates across their sales force, employees and key influencers to build brand love and customer loyalty. They’ll share how they create engagement through mobile apps, social listening, social mining and category celebrities.
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Abby Whitmer
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Director, Corporate Consumer Digital Marketing
Mary Kay
Kim Sater
Director, Consumer Marketing
Mary Kay
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10:05am
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LEVERAGING SOCIAL TO DRIVE RELEVANCE WITH MILLENNIALS
From memories of Pizza Hut’s décor to its introduction of home delivery, the iconic brand is one to which consumers of various ages retain specific connections. However, for Pizza Hut, this brand nostalgia represented a challenge — it had lost market relevance and needed to address the gap. Pizza Hut spent months on consumer research with the goals of defining roles in the marketplace and its points of difference from its competitors. Pizza Hut relaunched and retargeted its brand to a Millennial audience, focusing on flavor and scalability.
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Jenna Bromberg
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Director, Digital Engagement
Pizza Hut
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10:50am
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Networking Coffee Break
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11:05am
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THE BREAKTHROUGH POWER OF A 360 GAME
For two consecutive years Avocados From Mexico has been recognized for delivering the top #2 “Best Super Bowl Digital campaign”. Over 40 top brands participate each year in the highly competitive space, and the qualification is based on the impact of their short-term Super Bowl campaigns, and on the effective utilization of best practices across their entire digital ecosystems. Two days after Super Bowl 2017, Kinser will take the audience through the Avocados From Mexico’s digital roadmap model, which involves over 20 digital channels, tools, and platforms, and which it’s carefully crafted each year to deliver a game wining / game changing 360 approach.
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Ivonne Kinser (@IvonneKinser)
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Director, Digital Marketing
Avocados From Mexico
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11:50am
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SOUTHWEST AIRLINES SOCIAL MEDIA
In this session, Southwest Airlines will share the innovative work they're doing in social media around storytelling to connect with their customers and build an emotional connection
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Bethany Evans
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Social Marketing Manager
Southwest Airlines
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12:35pm
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Lunch
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1:35pm
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TOOLS TO CREATE MORE ENGAGING CONTENT
In the past, to find out what people were interested in, marketers needed to commission expensive and time-consuming research. Today, marketers can learn people’s interests and preferences almost immediately, from their favorite television shows to what they look for online when booking a holiday — in the U.K., it’s weather, reviews, and... gardening info. In this session, we’ll describe the tools marketers are using to learn more about their audiences and create content that’s relevant and engaging.
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Cathy Novelli
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Head of Product Commercialization, Brand
Quantcast
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2:20pm
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PATRON SPIRITS CONTENT MARKETING
Patrón Tequila, the world’s #1 tequila brand took on the challenge of increasing credibility in the culinary world through creating content that reinforces key brand messages. In this session, Whitney Terrell, social media manager at Patrón Spirits Company will talk about the brand’s journey into meaningful content creation.
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Whitney Terrell
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Social Media Manager
Patrón Spirits Company
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