Thursday, May 18, 2017
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8:15am
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Breakfast
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9:00am
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General Session
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ARBY’S: FIGHTING ABOVE OUR WEIGHT
Arby’s content marketing strategy has thrust them into the national conversation the past few years. Particularly, with their smart use of PR and social media to complement their distinctive “We Have The Meats” ad campaign, they have generated buzz and attracted new guests while outmaneuvering larger chains. Utilizing a strategy that is bold, smart and funny, they have made themselves part of the conversation for their target guests. Hear Arby’s strategy behind their content and how they’ve remained authentic while still having fun.
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Rob Lynch
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Chief Marketing Officer & Brand President
Arby’s Restaurant Group
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MAXIMIZING EXPOSURE AND ENGAGEMENT WITH 21st CENTURY CONTENT
Tony Weeks, Senior Manager of Media, Nissan Motor Co., Ltd. will share how Nissan creates sharable content to maximize exposure and audience engagement. With a content-marketing focused website, Nissan drives the conversation and extends their reach beyond the website with fun You Tube videos, engaging with their consumers on social, and smart digital content.
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Tony Weeks
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Senior Manager, Media
Nissan Motor Co., Ltd.
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10:40am
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Networking Coffee Break
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11:00am
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HABITAT FOR HUMANITY FOCUSES ON AUDIENCE GROWTH AND DEEPER ENGAGEMENT
In this session, Shala Carlson, senior director of storytelling and brand messaging, and Jon Newberry, manager of digital campaigns, both at Habitat for Humanity will show how the nonprofit is reimagining its brand messaging and digital and social strategies in order to reach a broader audience and at the same time achieve deeper engagement with current and potential donors, volunteers and supporters.
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Shala Carlson
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Senior director of Storytelling
Habitat for Humanity
Jon Newberry
Manager of Digital Campaigns
Habitat for Humanity
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11:55am
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Luncheon
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12:55pm
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DELOITTE DIGITAL: HARNESS THE POWER OF CONTENT MARKETING
In this era of the “Always-On” consumer, the advertising campaign as anchor is no longer enough to keep brands culturally relevant and top of mind. It requires an evolution from campaigns to always-on content marketing – requiring new kinds of content, skills, collaboration and activation techniques to keep your brand front and center and in the conversation. How do you organize and activate always-on content beyond just campaigns and social posting? How should you measure success? This highly interactive session will help you develop the essential means of becoming an effective content marketer.
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Alan Schulman
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National Director, Brand Creative & Content Marketing
Deloitte Digital
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LET SOMEONE ELSE DO THE TALKING: HOW INFLUENCER MARKETING CAN REALLY INFLUENCE YOUR AUDIENCE
In this session, Lindsay Kirkman, Senior Marketing Manager, Lenovo, takes an in-depth look at the brand’s influencer strategy. Lindsay will share the objectives and results behind the Moto Z and Moto Mods influencer program, in which YouTube stars were tasked with introducing the mobile products to the world through their own unique lenses. By utilizing the influencers’ social media channels as a hub for the content, Lenovo was able to position itself as a modern brand and reach its target audiences in an authentic way.
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Lindsay Kirkman
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Senior Manager, Brand Content & Influencers
Lenovo
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