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

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For parking on the day of the event, please park on Peter's Canyon Road. Click here for a parking map.


Agenda

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

9:00am General Session

PUTTING THE CUSTOMER AT CORE OF EVERYTHING WE DO AT KIA

Customer experience is the new competitive battlefield as Kia continues to find better ways to address its customers’ needs at every touchpoint of the consumer journey.  In this session, Kimberley Gardiner will highlight some of the recent  innovative efforts surrounding the launch of Kia’s all-new Niro hybrid crossover.   From a Facebook Messenger chatbot integrated with live customer support, to an online experience that allows consumers to view their configured car in VR,  to launching conversational assistants such as Amazon Echo, Kimberley will share how Kia is igniting a more connected, content fueled customer journeys.

Kimberley Gardiner
Director, Marketing Communications Kia Motors America, 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 Malmgren
SVP, Director of Social Media and Content Marketing SunTrust Banks, Inc.
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10:40am Networking Coffee Break

11:05am

WHO ARE YOU CREATING FOR: THE HUMAN OR THE DEVICE?

We’ve all heard the adage “Content Is King”, but it’s not hard to see that it is truly the consumer experience that rules.  It’s not enough just to create good content anymore. It must be relevant, spark an emotional reaction, and move users to action.  When the consumer disengages from your brand, the question must be asked, are you creating for the human or the device?  John Lim, CEO of Life in Mobile and the visionary behind the Create For The Human platform, will discuss how you can create killer content, shatter the benchmark for engagement rates, and deliver bottom line results by following the four pillars of this new breakthrough philosophy. 

John Lim
CEO Life in Mobile
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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
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12:35pm Luncheon

1:35pm

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
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TRADITIONAL STORYTELLING AND ITS RELEVANCY TO DIGITAL CONTENT MARKETING

Hear from Chris Hercik discuss the evolution of how Time, Inc. – a traditional storytelling media – has leveraged its traditional values and resources into The Foundry - a creative lab and content studio.  In this process The Foundry has been on the leading edge of enabling companies to connect with their passionate consumers, at scale.  Chris will discuss best practices, key learning opportunities and lessons learned along the way from his work with clients from different categories, budgets and target markets.   

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