Influencer Marketing

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NETWORKING BREAKFAST (9:00 – 9:45 a.m.)
INTRODUCTIONS (9:45 – 9:50 a.m.)

I. Session 1: Later Haters: Using Influencers to Change the Narrative Around Online Hate (9:50 – 10:30 a.m.) 
With over half of adolescents reporting they were bullied online, it is clear that more leadership is needed in this area. AT&T saw this trend and collaborated with Fullscreen to launch the #LaterHaters campaign, which seeks to combat online negativity by sparking a conversation that becomes a movement – to ultimately spread love over hate. AT&T and Fullscreen worked with more than 60 influencers over the past 3 years to help spread that message of positivity. In today’s session we will share more about the #LaterHaters campaign and discuss tips and tricks for selecting the best influencers to help garner the most results for your campaigns. 

Jessica Filante, Director - Corporate Social Responsibility, AT&T 
Carolyn Donaldson, Area Manager - Corporate Social Responsibility, AT&T
Alison Kaplan, 
VP - Client Services, Fullscreen

II. Session 2: Influencer Marketing to End Childhood Hunger (10:30 – 11:15 a.m.)
For over 30 years, Share Our Strength has created partnerships with corporate partners, media entities, political organizations, non-profits, and influencers to end childhood hunger in the U.S. In this session, join Share Our Strength’s Chief Communications Officer, Clay Dunn, for the key learnings from successes, lessons learned from missteps, and key takeaways for marketers looking to maximize their influencer marketing.

Speaker: Clay Dunn, 
SVP & Chief Communications Officer, Share Our Strength

COFFEE BREAK (11:15  11:45 a.m.)

III. Session 3: You’re Measuring Influencer Marketing Wrong (11:45 a.m. – 12:30 p.m.)
Influencer marketing spends continue to grow — estimates put its value at as much as $10 billion by 2020. But all too often, advertisers are missing out on opportunities to accurately measure and quantify the impact of their influencer investments. Failing to tie influencer campaigns to sales lift or brand recall, not understanding discrepancies between follower count and actual content views, or not using organic engagement to maximize paid strategy can affect your campaigns. They don’t have to. In this session, you'll learn best practices and actionable insights to help you measure the impact of investments in influencer-generated content.

Sarah Hughes, Product Marketing Manager, Collective Bias
Matt Davis, District Vice President, Client Development, Inmar 

LUNCH (12:30 – 1:30 p.m.)

IV. Session 4: First Look: ANA’s 2019 Influencer Marketing Playbook (1:30 – 2:15 p.m.)
The ANA will be releasing a 2019 Influencer Marketing Playbook that includes top case studies from Olay and AT&T, in-depth expert interviews, the latest on hot button issues such as influencer fraud, FTC compliance and disclosure checklists, and Excel templates to build out and execute a comprehensive influencer marketing strategy. Join ANA’s Director of Influencer Marketing, Leah Marshall, for an overview on how to maximize the top resources within the Playbook and leave the meeting with digital access to the Playbook and 11 turn-key templates to kick-start and optimize influencer marketing for your brand.

Speaker: Leah Marshall, Director, Influencer Marketing, ANA