ANA Brand Activation Influencer Marketing @ UCDC (Members Only Conference) hosted by No Kid Hungry

when

Start: Wednesday, October 25, 2017 at 8:15am

End: Wednesday, October 25, 2017 at 4:00pm

WHERE

UCDC
1608 Rhode Island Avenue
Washington, DC 20036

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, October 25, 2017
8:15am Breakfast

9:00am General Session

MEGA AND MICRO INFLUENCERS IN B2B: ONE SIZE DOES NOT FIT ALL

Building relations with influencers is never an easy, one-size-fits-all affair.  In a field that has grown exponentially over the past few years, there is still confusion over strategy, tactics, best practices and ROI. Two very current case studies at Dell highlight the tremendous opportunities for influencer marketing in the B2B environment. Hint: Mutual value creation, trust and a fully integrated program are fundamental.

Konstanze Alex
Head of B2B Influencer Relations Dell

SABERMETRICS AND INFLUENCER MARKETING: DEVELOPING AN INFLUENCER PROGRAM USING STATISTICAL ANALYSIS

Defined by Bill James and rising to world-wide notoriety by way of the book  “Moneyball” by Michael Lewis, Sabermetrics is the use of statistical analysis to question traditional measures of baseball evaluation. As an agency specializing in Gen Z and Millennials, Fuse began practicing Influencer Marketing long before there were industry best practices and sophisticated measurement tools. As Influencer Marketing matured, the agency began to wonder if it had useful data from previous programs that could inform its future Influencer Marketing efforts.

So, six months ago, Fuse set out to on a time-consuming, complicated journey to apply a Sabermetrics-like review of a decade’s worth of its influencer marketing data. This presentation will be the results of our research and analytics on our seven stages of Influencer Marketing program development (planning, recruitment, application, hiring, onboarding, activation, measurement.) Members will learn from our “Sabermetrics” and be able to make data-driven decisions about their own Influencer Marketing programs.

Bill Carter
Partner Fuse Marketing

LEVERAGING INFLUENCER MARKETING: CONSTANT INNOVATION, AWARENESS BUILDING & MOBILIZING THE PUBLIC

Influencer marketing is multi-faceted at No Kid Hungry. For more than 30 years, we’ve created impactful partnerships with corporate brands, media entities, bi-partisan political representatives, non-profit organizations and individuals to end childhood hunger in America.  During this session, we will share our key learnings from our successes as well as some of our challenges. Our content will provide key takeaways to help attendees maximize influencer marketing for their brands.

We look forward to sharing case studies from social influencers such as Jeff Bridges, P!NK, celebrity chefs like Rachel Ray, Andrew Zimmern and Bobby Flay. Showcasing how we collaborate with our corporate partners to leverage their influencers – such as Citi and MLB and PGA and Kellogg’s and US Olympic Athletes. On a grassroots level, our core supporters – using their influence to build relationships and awareness for No Kid Hungry and to advocate for No Kid Hungry at the state and federal level.

Jill Davis
Senior Vice President Share Our Strength - No Kid Hungry

REVERENCE + RELEVANCE: HOW NATIONAL GEOGRAPHIC IS STILL INSPIRING CONSUMERS 130 YEARS LATER

How is a 130 year-old brand changing the game when it comes to influencer marketing? For over a century, National Geographic has been an iconic brand that gives a platform to the best storytellers in the world. National Geographic Partners’ Chief Marketing Officer, Jill Cress, will discuss how National Geographic has leaned into its DNA as a visual storyteller, and the power of its yellow border to take audiences on explorations around the world, to amass a substantial reach on digital platforms and build communities of engaged fans and digital influencers. Through innovative influencer-driven campaigns like “Make What Works” and the “National Geographic Further Community”, National Geographic is collaborating with a cast of influencers to create smart, meaningful content that fosters deeper connections with consumers.

Jill Cress
Chief Marketing Officer National Geographic Partners (NGP)

Confirmed Speakers:

Jim Mollica
VP, Global Consumer Engagement Under Armour
Liza Hawkins
Marketing Analyst State Farm
Mike Johnson
VP Digital Strategy The Marketing Arm