Digital & Social @ SeaWorld (Members Only Conference)

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Digital media has become a part of consumer's daily lives and they have become accustomed to viewing content and connecting with people wherever and whenever they want. Social media and mobile have especially exploded in the last few years. In fact, there are more than 1 billion active users on Facebook and billions of tweets posted per week! Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue.  Come hear some ground-breaking case studies and lessons learned from other marketers  and industry experts in this constantly evolving space!  This complimentary ANA members-only conference is crucial for any marketer seeking to navigate their brands through the ever-changing and transformative media landscape of digital and social.  

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Agenda

TIME EVENT DETAILS LOCATION
Thursday, February 13, 2014
8:15am Breakfast

9:00am General Session

Welcome & Opening Remarks

Pete Frey
Senior Marketing Officer SeaWorld Parks & Entertainment

“DISNEY SIDE:” LEVERAGING SOCIAL & MOBILE TO LAUNCH NEW NATIONAL CAMPAIGN

In this session, Walt Disney Parks & Resorts will share their launch of the new “Disney Side” national campaign through leveraging social content and traditional media channels to drive social engagement.  The new national campaign for Disney Parks encourages consumers to share their Disney Side, the side of them that laughs more, screams more, and just plain lives life to the fullest.  It’s the side that comes out to play the moment they and their families step through the gates of a Disney theme park.  Disney Parks believes this message is best told by consumers and influencers.  See how Disney Parks worked with social media influencers to create and distribute a robust Disney Side content plan and why it was important for Disney Parks to create a dedicated destination to aggregate all of the Disney Parks through influencer and consumer-generated content.

Tom Aronson
Vice President, Digital Marketing Walt Disney Parks & Resorts
Leanne Jakubowski
Director, Social Media & Public Relations Walt Disney Parks & Resorts
Tim Klauda
Vice President, Global Digital Creative Walt Disney Parks & Resorts

THINKPAD LEVELS THE PLAYING FIELD WITH 1:1 GLOBAL DIGITAL ENGAGEMENT

Lenovo, the marketer of ThinkPad computers, has recently transformed from a global #4 PC player to global #2, with significant contributions from global eCommerce.   The ThinkPad brand has expanded globally and has harnessed the power of crowdsourcing and social engagement in an authentic way.   In this session, they will share key insights and lessons learned that marketers can take back to their organizations.

Ajit Sivadasan
Vice President/General Manager, Marketing & Social Media Lenovo Corporation

JETBLUE AIRLINES STEPS AHEAD OF THE GAME WITH SUPERIOR DIGITAL CONSUMER EXPERIENCE INTEGRATION

JetBlue—the only 4-star airline in the U.S.—is already known for being a step ahead at 35,000 feet. However, JetBlue needed to ensure that the customer experience on the ground left their customers just as happy, especially on the digital and mobile channels where they are spending an increasing amount of their time. In this session, learn about the multi-faceted and comprehensive re-architecting of the entire JetBlue customer experience, with a particular focus on digital, mobile, and social channels.  The airline’s desire to translate the “humanness” of the their brand to their digital presence, and increase the number of flyers participating in the TrueBlue loyalty program led to fully integrated .com, to mobile, social, in-flight, terminal, and loyalty.   They will fully explore how each of these channels complement and work in concert with each other and how to map back to a larger customer experience that's authentic, meaningful, and valuable.

Maryssa Miller
Head of Digital Commerce JetBlue
12:00pm Luncheon

1:00pm General Session Cont.

HOW USER-GENERATED CONTENT SPARKED A SHIFT IN EXPEDIA’S BRAND MARKETING STRATEGY

In today’s digital age, brands need to be storytellers, but the most compelling stories often come from consumers – they’re not something brands can authentically create. Expedia leveraged this idea and the transformative power of travel to create Find Yours, a multi-platform campaign featuring user generated content that shows the rich and unique experiences each person finds when traveling.  A seismic shift from previous Expedia marketing campaigns, Find Yours appeals to the personal and emotional side of travel rather than the operational components of booking a trip. Find Yours became a wildly successful campaign allowing Expedia to integrate the messaging into several spinoff campaigns crossing cultural and political boundaries.  Expedia has leveraged the success of the campaign and partnered with various brands in a cooperative content marketing effort to promote the Find Yours messaging.  In the session, they will share their new approach to content marketing and how it has moved the company forward in unexpected ways and reinvented the way the brand communicates with customers.

Noah Tratt
Global Vice President, Media Solutions Expedia, Inc.

HOW TO SUCCEED IN BUSINESS…IN THE AGE OF THE CUSTOMER

Digital technologies have fundamentally changed people and the way they engage with the world around them. Companies who fail to change their ways of doing business are ripe to be disrupted by new players who deliver what the customer needs, when and how she needs it. In this session, we’ll address the key macro trends that business leaders need to be thinking about in 2014 to pivot their enterprises for success in the age of the customer, from digital disruption to the mobile mindshift to customer experience.

Cory Munchbach
Marketing Strategy Analyst serving CMOs and marketing leaders Forrester Research, Inc.

HOW SOCIAL MEDIA MONITORING CAN BOLSTER A BRAND

With the burgeoning interest in the sport of auto racing, as well as exploding consumption of platforms such as Facebook, Twitter, Instagram and Pinterest, NASCAR recognized the need to bring all digital and social media initiatives in-house to increase engagement with fans.  Hence, the creation of the Fan and Media Engagement Center, launching what Fortune called one of the most sophisticated data mining operations in sports. It's a custom-built platform that provides real-time analysis of the deluge of social media NASCAR's events inspire. It's also the first ever to combine not only social, but also traditional and broadcast media analysis.   In this session, they will share this ground-breaking platform and how it has allowed near real-time response to fans as well as national, local and global media.

Eric Nyquist
Vice President, Strategic Development NASCAR
3:30pm Conference Adjournment