Digital & Social

NETWORKING LUNCH (12:00-12:30PM)
INTRODUCTIONS & NETWORKING "FIRESTARTER" SESSION (12:30-12:45PM)
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. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. During introductions, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.


I. METLIFE: DESIGN TRANSFORMATION FOR THE CUSTOMER EXPERIENCE (12:45-1:45PM)
Creating differentiated customer experiences is the most important design challenge that large, legacy corporations face today. But the roles responsible for designing experience are diverse and complex, spanning multiple disciplines and channels. The solution? Understanding how different design functions can work better together in service of the customer utilizing technology innovation. In this session, hear from Howard Pyle, Senior Vice President, Customer Experience Design at MetLife and Paige Winburn, Vice President, Global Head of Content Strategy - MetLife who will discuss how digital and technology play a role in design transformation and a roadmap for reinventing the role of design at big companies, as well as his own work to date at MetLife.

Speakers:
Howard Pyle, Senior Vice President, Customer Experience Design – MetLife
Paige Winburn, Vice President, Global Head of Content Strategy - MetLife


II. MARRIOTT INTERNATIONAL: EMERGING TECHNOLOGIES TO DRIVE GUEST ENGAGEMENT (1:55-2:45PM)
With the acquisition of Starwood Hotels & Resort, Marriott became the world's largest hospitality company. They have created an impressive loyalty program, which includes a slew of new benefits and a keen focus on customer experiences. In this session, David Kepron, Vice President, Global Design Strategies at Marriott International will share insights into how Marriott is leveraging neuroscience and emerging technologies to build great customer experiences, fundamentally changing the way they are interacting with guests.

Speaker:
David Kepron, Vice President, Global Design Strategies – Marriott International


BREAK (2:45 - 3:00PM)


III. UNDERSTANDING FTC REGULATIONS IN INFLUENCER MARKETING (3:00 - 3:45PM)
Influencer Marketing has emerged as one of the most dynamic tools available to advertisers to engage target audiences. With its emergence, the Federal Trade Commission (FTC) has also become increasingly observant of and involved in how influencers can effectively and legally communicate with the consuming public. In this session, Hannah Taylor, Counsel at Frankfurt Kurnit Klein & Selz will share the regulations and guidance at play and best practices on how to comply with the rules across channels.

Speaker:
Hannah Taylor, Counsel – Frankfurt Kurnit Klein & Selz


IV. SALLLIE MAE: EXECUTING SUCCESSFUL INFLUENCER PARTNERSHIPS (3:45 - 4:30PM)
Sallie Mae is the nation's saving, planning, and paying for college company. In this session, Temeka Easter, Senior Director of Social Media at Sallie Mae will share how the company created an in-house influencer campaign with rapper Dee-1 after his hit YouTube music video about making his final student loan payment to Sallie Mae. The campaign generated amazing content, leveraged Dee-1's followers on social media, and boosted brand awareness and affinity with high school students. Learn how the partnership was executed and how Sallie Mae measured success.

Speaker:
Temeka Easter, Senior Director of Social Media – Sallie Mae


V. MEMBER ROUND TABLE DISCUSSION: LEVERAGING NEW TECHNOLOGIES IN DIGITAL & SOCIAL (4:30-5:00PM)
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. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. In this session, we will discuss various aspects and best practices of digital & social media. ANA Digital & Social committee members will also have an opportunity to network and discuss key issues such as social listening tools, the internet of things, augmented reality, virtual reality, and AI in marketing.

Facilitators:
Michael Donnelly, Senior Vice President, Group Head, Global Digital Marketing – MasterCard Worldwide and Digital & Social Committee Chair
Molly Knol, Senior Manager, Conferences & Committees – ANA