Midwest Digital, Social & Mobile

NETWORKING BREAKFAST (9:00 – 9:30)

INTRODUCTIONS (9:30 – 9:45)


I. INSIDE INTUIT: CREATING CONTENT THAT DRIVES CONNECTIONS (9:45-10:45AM)
Content is the currency of social media and a vital part of creating digital value. In this interactive session, Adrian Parker, Director, Social, Mobile, and Emerging Media – Intuit will share how the software company is restructuring their systems, skills and strategy around a "content-first" mindset. The discussion will include best practices for driving results, leading organizational change and building an end-to-end content strategy.

Speaker:
Adrian Parker, Group Manager of Social, Mobile & Emerging Media – Intuit


II. GOGO MAKES THE MOVE TO MOBILE AT 36,000 FEET (11:00AM-12:00PM)
Gogo will share their challenges and victories in covering all bases in mobile advertising (real-time customer service, social media, contests) while building a strong community across all channels.

Speaker:
Scott Carmichael, Social Media Director – Gogo


III. 2012 ANA DIGITAL & SOCIAL SURVEY: KEY FINDINGS (12:30-1:15PM)
Be the first to learn how your peers are navigating the explosion in digital and social media platforms. The 2012 ANA Digital & Social Media Survey is an exclusive survey from the ANA, exploring the use of newer media including social, mobile and online video and more.  Results of this survey will be debuted, debated and discussed.  We will address issues including marketers' usage of newer media platforms, measurement/ROI, who owns social media within their organization and use of social media listening/monitoring.

Speaker:
Meghan Medlock, Director, Committees and Conferences – ANA


IV. KRAFT COOL WHIP INTEGRATES MOM BLOGGERS INTO NATIONAL ADVERTISING AND SOCIAL MEDIA (1:15-2:15PM)
When it comes to desserts, there's one simple truth:  What you add makes it.  Over the last 46 years, Kraft COOL WHIP Whipped Topping has gone from being a must-have in formal recipes to the perfect topping for simple, everyday desserts. Hear how COOL WHIP is connecting with today's mom by integrating real mom bloggers into national advertising and leveraging social media to extend the conversation through relevant content.

Speakers:
Marjani Coffey, Brand Manager – Kraft Foods, Inc.
Brad Higdon, Vice President, Account Director – The Martin Agency