ANA Brand Activation Content Marketing @ Kia Motors America (Members Only Conference)

when

Start: Wednesday, June 14, 2017 at 8:15am

End: Wednesday, June 14, 2017 at 4:00pm

WHERE

Kia Motors America, Inc.
111 Peters Canyon Road
Irvine, CA 92606

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Members Only Conference ANA $0 Associate Gold $0 Associate Silver $0 Associate Individual $0 Non Member N/A

Agenda

TIME EVENT DETAILS LOCATION
Wednesday, June 14, 2017
8:15am Breakfast

9:00am General Session

Driving Consumer Narrative via Content Marketing

Kia Motors has long embraced Content Marketing to help the brand connect with consumers and demonstrate their innovative thinking when it comes to their automobiles. Whether brand content, digital, mobile or in partnership with platforms, Kia is able to connect with consumers in their lifestyle moments and engage in an rich, continuing narrative.  Hear from  Kimberley Gardiner, Director, Marketing Communications at KIA Motors as she shares how KIA’s Content Marketing strategy attracted consumers’ hearts and minds to drive affinity and purchase.

Kimberly Gardiner
Director, Marketing Communications Kia Motors America

CONTENT AT THE INTERSECTION OF ART & SCIENCE

With dramatic shifts in entertainment and content industries, Dolby is at the heart of creating differentiation for partners across the entertainment ecosystem, including creators, service providers and device makers.  At this intersection, Dolby is where Hollywood creatives realize their artistic vision while driving leading edge of innovation in entertainment experiences.  In this talk, Lisa Luscap, VP, Dolby Brand Communities & Platforms will discuss how Dolby is transforming the art of story to attract and connect with consumers in unexpected ways. She’ll dive into original content series, interactive experiences and community engagement efforts that help Dolby stay relevant with new audiences.

Lisa Luscap
Vice President, Brand Communities & Platforms Dolby Laboratories, Inc.

5 PILLARS OVER 5 YEARS: SUNTRUST BANKS, INC.'S CONTENT MARKETING STORY

SunTrust Bank was like many brands in early 2012, when content was the buzzword in marketing. Five years later, its content marketing story is relevant for any company focusing on content: Make content marketing an organizational focus with people, process, and technology, and success will follow.

In this session, we'll outline the five pillars of the bank's content marketing ecosystem, including:
1. A dynamic content hub with an always-on commitment to fresh content
2. A cross-platform social media strategy targeting four core audiences across B2C and B2B
3. A robust email newsletter program
4. Strategic paid content distribution
5. Content as a driver of integrated marketing campaigns supported through traditional advertising.

Chris Matt
SVP, Client Strategy Imagination
Sheri Malmgrem
SVP, Director of Social Media and Content Marketing SunTrust Banks, Inc.

CONTENT MAY BE KING, BUT EXPERIENCE RULES

So you’ve created a killer brand video, it’s well-received and racking up views; but is it actionable? It’s not just enough to create good content anymore; it has to be relevant and provoke action. The moment a consumer feels you’re no longer useful, they are more likely than not to disengage with your brand.  John Lim, CEO of Life in Mobile and the visionary behind Create for the Human Platform, will discuss strategies for developing relevant content that garners a higher percentage of completed engagements and delivers bottom line results.

John Lim
CEO Life in Mobile

CONTENT BY COMMITTEE: HOW NASCAR SHIFTED GEARS TO FUEL FAN ENGAGEMENT

For years, various business units within NASCAR were creating tremendous content, but doing so in a vacuum. Their objective was strictly tied to the overall needs of that business unit, without the content having connective tissue to the overall strategy of the company. Just under two years ago, NASCAR created a content committee comprised of representatives from the company’s content creating and distribution departments. The hope was that better integration between various groups and their projects would lead to increased fan engagement. In this session, Evan Parker, managing director, series marketing and content strategy at NASCAR, will discuss how the committee helped break down silos and maximize the reach of content produced by NASCAR.

Evan Parker
Managing Director, Series Marketing & Content Strategy NASCAR

CREATING A DATA-DRIVEN CONTENT MARKETING PROGRAM

In this session, Brian Carlson, 2nd Vice President of Digital Content Marketing for Travelers, will discuss developing an enterprise-wide content marketing operation within a regulated and decentralized company. Our dedicated content marketing operation has helped improve Travelers digital marketing campaign performance KPIs by increasing awareness of our brand, deepening engagement and converting both personal and business consumers to action.

Brian Carlson
2VP, Enterprise Digital Marketing Travelers

Confirmed Speaker:

Christopher Hercik
SVP, Creative + Content The Foundry @ Time Inc.