Digital & Social @ Dr. Pepper Snapple Group (Members Only Conference) presented by A+E Networks | 1-Day Conferences | ANA

Digital & Social @ Dr. Pepper Snapple Group (Members Only Conference) presented by A+E Networks

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Digital media has become a huge part of consumers' daily lives. But with so much information out there, how can you be sure your brand’s message is seen, relevant and timely?

Hear from leading client-side marketers as they present case studies and lessons learned in the digital marketing and social media space. Topics covered will include content marketing, data analytics and measurement, social media, digital marketing and much more!

This complimentary ANA members-only conference, hosted by Dr Pepper Snapple Group at the Stonebriar Country Club in Frisco, is crucial for any marketer seeking to navigate their brand through the transformative media landscape of digital and social. 


Agenda

* Indicates that the speaker has approved sharing their presentation on the password-protected, members-only section of the ANA website

^ Indicates that the speaker has consented to the creation of a Post Event Recap (event recaps are an executive summary of the presentation in paragraph form along with audience Q&A)

TIME EVENT DETAILS LOCATION
Thursday, October 1, 2015
8:15am Breakfast

9:00am General Sessions

LEVERAGING PARTNER CREATED CONTENT FOR DIGITAL AND SOCIAL CHANNELS

Dr Pepper Snapple Group has media sponsorships with some of the largest media companies and properties, including AMC’s “The Walking Dead,” ESPN’s “College Football Playoff” and Viacom’s “Lip Sync.” In this session, Blaise D’Sylva, VP media and content planning – Dr Pepper Snapple Group, will show practical, real world examples of how they leverage these partners for content and the tactics behind amplifying this content across various social channels.

Blaise D'Sylva^
VP Media and Content Planning Dr Pepper Snapple Group

AMERICAN AIRLINES: CREATING GREAT CONTENT

In the first quarter of 2015 alone, American Airlines received more than 280,000 tweets and sent nearly 88,000 to its followers. Leveraging social media for customer service and content marketing, American Airlines has quickly adapted to this growing marketing strategy. Katy Phillips, manager for social engagement – American Airlines, will share how they craft content to connect with customers, what works for them and how they empower their employees to be part of the social media story.

Katy Phillips*^
Manager for Social Engagement American Airlines
10:40am Coffee Break

11:00am

THE EVOLVING PATH TO PURCHASE: AN EXPLORATION OF THE MULTI-SCREEN EFFECT ON PURCHASE BEHAVIOR

When was the last time someone followed a straight linear path to purchase? Today’s consumer is on more of an “odyssey;” in a perpetual state of shopping and media consumption, using multiple devices and screens to research, discuss, review and buy. In this session, Kevin McGaw will discuss the evolution of the traditional path to purchase. He will explore the multi-screen effect, discuss how context plays a role in screen choice, and share some key insights on effective multi-screen marketing tactics. It’s all about having the right message, in the right place, at the right time in order to effectively reach your target customers.  

Kevin McGaw*^
Vice President, Ad Sales Marketing Strategy A+E Networks
12:00pm Lunch

1:00pm

USING RETARGETING AND SOCIAL TO TARGET YOUR CUSTOMERS

On average, only two percent of web traffic converts on the first visit. Retargeting, a tool designed to reach the ninety-eight percent that don’t convert right away, can be an effective tactic to grow sales. Cutting-edge Facebook technologies can also be an effective tool to help you target your actual customers.  Travelocity utilizes these channels to capture lost conversions and laser target their customers and has had great success doing so. Hear from Phil Ayres, director, marketing - Travelocity.com Inc., on how why retargeting and social direct response work for Travelocity.

Phil Ayres*^
Director, Marketing Travelocity.com Inc.

FC DALLAS: IDENTIFYING YOUR AUDIENCE ON SOCIAL MEDIA

Founded in 1996, FC Dallas is one of the ten charter clubs of Major League Soccer having competed in the league since its inception. Running digital marketing efforts with a completely in-house team, they’ve been responsible for everything from feature writing, blog posts, on-camera segments, and editing to website maintenance and page creation. Hear from Robert Rardin, senior director of marketing and event presentation, and Daniel Robertson, digital content and social media manager - FC Dallas, on how they identify, grow and engage their social media audience successfully with a small digital marketing team.

Robert Rardin*^
Senior Director, Marketing and Event Presentation FC Dallas
Daniel Robertson*^
Digital Content and Social Media Manager FC Dallas
2:45pm Conference Adjournment