Influencer Marketing

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I. Session 1: Social Influence – Leveraging the Power of Influencers to Build Brand Advocacy (10:00AM – 10:45AM) 
As one of the world’s largest snack food manufacturers, Frito-Lay’s brands are as iconic as they are beloved. What started as a company built on Fritos corn chips and Lay’s potato chips has since grown to more than 30 different brands and more than 1,100 different products. Keeping our brands relevant to consumers is essential to Frito-Lay’s success, and social influencers play an important role in helping building all-important brand advocacy. Through this session learn how Frito-Lay’s in-house D3 digital team works with the various brands to identify social influencers with whom to partner and evaluates how brand campaign ideas are best brought to life across channels.

Ryan Matiyow, 
Marketing Senior Director and Head, D3 Studios, Frito-Lay

II. Session 2: A Scientific Approach for Engaging Influencers Beyond Instagram (10:45AM – 11:30AM)
What if you could increase brand engagement, brand love, and create deep connections with the people who can define your brand, all while significantly reducing costs? Welcome to the world of community based marketing.

For the past 10 years Jon Levy and his team, have worked with companies ranging from Samsung, and Microsoft, to Starwood and Diageo, refining and applying the science of connecting with and activating the most influential people in our culture. Join him to discover the incredible impact this approach can have on your brand and budgets.

Jon Levy, 
Founder, The Influencers 
Siddharth Taparia, SVP and Head of Marketing TransformationSAP

COFFEE BREAK (11:30AM - 11:45AM)

III. Session 3: Maximizing Influencer ROI, Minimizing Influencer Missteps (11:45AM – 12:30PM)
Influencer marketing is here to stay… but are you playing the space effectively? Hear from digital talent manager and brand strategist, Kevin Gould, and family and lifestyle influencer, Kyler Fisher, on how brands can most effectively work with influencers to see the most ROI, and where the industry is heading in 2019. 

Kevin Gould, 
Digital Talent Manager, Brand Strategist, and Angel Investor, Kombo Ventures
Kyler Fisher, Family/Lifestyle Influencer

One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. In this roundtable, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch. Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

IV. Session 4: Reimagining Influencer ROI with a Reimagined Hotel Brand (1:30PM - 2:15PM)
As a category disruptor, new brand Tru by Hilton didn’t want to launch its properties in typical fashion. But that didn’t mean they could overlook the basics like measuring the return on their campaign investments. Though influencer marketing continues to serve more dynamic objectives in marketers’ mix, the industry lags behind in measuring ROI. In this session we’ll review an evolved approach to calculating influencer ROI that better reflects the changing ways influencer marketing serves brands throughout their lifecycle.

Alexis Glemser, Manager, Brand Marketing, Tru by Hilton
Maritza Moreno Calderon, Manager, Data & Marketing Science, The Marketing Arm
Sara Hightower, VP Strategy, The Marketing Arm