Thursday, October 1, 2015
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8:15am
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Breakfast
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9:00am
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General Sessions
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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.
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Blaise D'Sylva^
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VP Media and Content Planning
Dr Pepper Snapple Group
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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.
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Katy Phillips*^
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Manager for Social Engagement
American Airlines
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10:40am
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Coffee Break
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11:00am
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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. Â
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Kevin McGaw*^
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Vice President, Ad Sales Marketing Strategy
A+E Networks
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12:00pm
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Lunch
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1:00pm
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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.
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Phil Ayres*^
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Director, Marketing
Travelocity.com Inc.
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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.
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Robert Rardin*^
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Senior Director, Marketing and Event Presentation
FC Dallas
Daniel Robertson*^
Digital Content and Social Media Manager
FC Dallas
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2:45pm
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Conference Adjournment
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