Digital & Social Media Conference presented by Meredith

Wednesday, July 13, 2011

PRE-CONFERENCE BONUS SESSION PRESENTED BY MEREDITH
Grand Hyatt New York
Manhattan Ballroom
109 East 42^nd Street at Grand Central Terminal
New York, NY
Time: 2:00–5:00 pm
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WHEAT THINS BUILDS AN INTEGRATED CAMPAIGN WITH 140 CHARACTERS
Wheat Thins has proven that the roles of new media and traditional media are no longer defined by the screens through which we experience them. With their highly successful "The Crunch is Calling" campaign, Wheat Thins candidly embraced social media as the foundation for their integrated marketing efforts. By listening to passionate consumers through sites like Twitter and Facebook, Wheat Thins produced engaging content that quickly went viral and visibly connected their marketing efforts across all channels - on and offline. Learn about the strategy behind Wheat Thins' integration of digital and social media with more traditional marketing and the behind-the-scenes of the execution of "The Crunch is Calling" campaign.

Jim Low
Sr. Director, Wholesome Savory Snacks
Kraft Foods, Inc.
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SOUTHERN COMFORT USES SOCIAL MEDIA AT MARDI GRAS
In the social media revolution of the 21st century, how does a nearly 150 year old global enterprise evolve its communications? Brown-Forman Corporation's Southern Comfort is creating captivating and compelling content by leveraging newer media and crowd-sourcing techniques in combination with traditional media to make an impact with consumers. Their recent campaign included check-in opportunities via Foursquare and Facebook to be eligible to win a trip for four for Mardi Gras 2012. Learn about the success of this media mash-up and get tips on how you can build a collaborative campaign that works on multiple channels creating an overall brand experience for your consumers.

Kate Boltin
Lead Interactive Marketing Analyst
Brown-Forman Corporation

Marjorie Dufek
Interactive Marketing Director
Brown-Forman Corporation
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RAGU SOCIAL MEDIA CASE STUDY:  "MOM'S THE WORD ON DINNER"
Earlier this year, Ragú introduced an integrated campaign with social media at the center, built around the theme: "Mom's the Word on Dinner."   To empower real moms to take part in the conversation about feeding kids well, Ragú took the conversation online.  Teaming up with Mommy Blogger community "Momversation.com,"  Ragú created multiple online touch points from Momversation and "mommy blogs," to a dedicated Facebook page featuring a changing line up of content including videos, recipes, tips and more.

To insure that it was reaching moms as they looked for help on food solutions for their families, Ragú conducted online research, determining what key words its target used the most and incorporating those search terms into its content to drive audience.  The results - while preliminary - are impressive.  With just a little under 3 months after launching the campaign, Ragú has more than doubled the size its Facebook community and reached almost ½ million moms through the Momversation site.

In this session, Ragú will discuss the strategy, the ideas, the solution and results of this ongoing program.

Nivi Chakravorty
Senior Brand Manager, Ragú
Unilever
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THE PSYCHOLOGY OF SHARING
There has been an abundance of research on social media, however to date, no one has asked in a comprehensive way "why people share".   In this session, groundbreaking research will be revealed from The Psychology of Sharing study completed by The New York Times in partnership with Latitude Research to fill this current knowledge gap.  Research findings will address issues including the five primary motivations for sharing and best practices for marketers on how to nurture relationships with consumers in order to influence them to share content.

Brian Brett
Managing Director, Customer Research
The New York Times
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Thursday, July 14, 2011

Breakfast Sponsored by appssavvy

WELCOME
Robert Victor
VP Product and Strategy
appssavvy
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General Session

OPENING REMARKS
Dan Jaffe
Executive Vice President, Government Relations
ANA
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GAP BRAND INVITES SHOPPERS TO MAKE A DEAL THROUGH SOCIAL MEDIA
Gap is one of the brands leading the revolution to change the way consumers shop and find deals. Gap Brand achieved record sales in one day as the first national brand to launch a deal on Groupon. Gap Brand is also taking advantage of location-based technology as they have teamed with Foursquare and with Facebook Places and Deals on their highly successful one-day free jeans giveaway. The recent launch of gapmyprice.com is another way to offer customers an opportunity to make a deal and bid their own price for Gap products.

Learn how Gap Brand uses digital and social media to connect with their deal-hungry consumers. You will also hear how Gap Brand listened to their customers after their controversial logo announcement on Facebook last year.

Chris Gayton
Senior Director Marketing
Gap, Inc.

Summer Riley
Director, Customer Relationship Marketing
Gap, Inc.
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DOMINO'S USES DIGITAL AND SOCIAL MEDIA FOR THEIR "PIZZA TURNAROUND"
Domino's was tired of hearing customer feedback and research that told them people didn't like the taste of their pizza. Instead of defending themselves, Domino's made the tough decision to be open and honest with their customers that their product needed improvement. They developed a self-deprecating "pizza turnaround" campaign which depicted consumers vividly describing how bad the pizza was and then introduced the reformulated version. Domino's relied heavily on social media and developed a social microsite, pizzaturnaround.com. This included a live Twitter search stream which provided Domino's a great customer service and listening tool while allowing customers to naturally act as advocates for Domino's new product who helped convince others to try it. Discover how Domino's honesty paid off with the most effective ad campaign tested in years and strong sales increases.

Dennis Maloney
Vice President, Multimedia Marketing
Domino's Pizza

Q&A Session
David Goetzl
Senior Editor
MediaPost
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VISA: ELEVATING SPORTS SPONSORSHIPS THROUGH SOCIAL MEDIA ENGAGEMENT
For more than two decades, Visa has successfully utilized traditional marketing channels such as television and print in support of its sports sponsorships to connect with fans, raise brand awareness and highlight the benefits of its products and services. Enter 2010, a year in which two international sporting events - the Olympic Games and FIFA World Cup - would capture the attention and hearts of audiences worldwide. With a tremendous opportunity on the horizon, Visa evolved its marketing strategy to take advantage of the increasingly valuable and powerful role that social media plays in fostering conversation among fans and connecting with consumers directly.

Addressing the challenge in its approach to the activation of each of its major sports sponsorships in 2010 (which includes the NFL in the U.S.), Visa executed integrated marketing campaigns Go World (Olympic Games), Go Fans (FIFA) and Go Fans (NFL) which each relied heavily upon social media channels to extend its message and connect with fans and cardholders worldwide.

In this session, Visa will discuss key learnings and successes from the Olympic Games, FIFA World Cup and NFL , the benefits of partnerships within social media (e.g. Twitter, Facebook) to relevantly insert a brand into existing fan dialogue, the engagement and utilization of widely known spokespersons to amplify consumer involvement across social media channels and the role of social media within Visa's overall marketing mix.

Jennifer Bazante
Head of Global Brand and Sponsorship Marketing & Strategy
Visa Inc.

Q&A Session
Kunur Patel
Reporter
Advertising Age
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LOWE'S CREATIVE IDEAS: ENGAGING AND INSPIRING DIYers IN A DIGITAL & SOCIAL WORLD
Each day, millions of eager DIYers turn to Lowe's® Home Improvement contemplating what they need to fix, build or create to make their home their own. Lowe's is helping more than 3 million of these valuable customers by providing innovative ideas and simple, step-by-step instruction through the Lowe's Creative Ideas multi-channel franchise. Lowe's helps DIYers from beginner to advanced levels find personal enjoyment, satisfaction and success with their home décor, remodeling, landscaping or specialty projects through unique content and simple solutions. Learn how the franchise differentiates Lowe's across print, digital and social channels - establishing Lowe's as the go-to resource for millions.

Sandy Culver
Consumer Marketing Director, Creative Ideas
Lowe's

Q&A Session
Jack Myers
Publisher, Chief Executive Officer
Jack Myers Media Business Report
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Lunch Sponsored by Meredith (Lunch session is not available via live stream)

CONTENT IN A SOCIAL WORLD
Every brand wants to create content that will engage their consumers continuously and with the most relevance. Social media enhances this ability by allowing consumers to access and share information through a variety of devices, when and where they want. Social media is no longer a singular experience, but rather has expanded to become part of the consumers' overall digital experience and connection to the brands. Forrester will discuss how content drives relevant social experiences and the impact on brands from a loyalty and sales perspective. The presentation will also cover market trends and provide examples and case studies of those brands leveraging the social channel most effectively.

Melissa Parrish
Forrester Analyst serving Interactive Marketing Professionals
Forrester Research, Inc.
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HOW RADIOSHACK IS LEVERAGING SOCIAL MEDIA TO CREATE CONNECTIONS AND DRIVE GROWTH
As RadioShack continues to build its brand and position itself as a leader in mobility, they made a conscious decision to focus on social media in 2010 - not because it's the newest shiny object, but because the channel provides a real opportunity to engage with current and potential customers. RadioShack's focus on innovation led to successful and unique partnerships with Facebook, Twitter, and Foursquare. In this session, RadioShack will share their key learnings and insights in social media and what they are excited about in 2011.

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THE NEW HIERARCHY OF ENGAGEMENT
With millions of customers in more than 220 countries and more than 8.5 million shipments a day, FedEx understands the power of connection and the evolving trends in customer dynamics. FedEx also recognizes the critical role employee engagement plays in building brand loyalty. Join FedEx Corporation as they discuss how digital media is the intersection for internal and external communications and how social media is creating a new hierarchy in capabilities and competencies across all customer focused disciplines. In this session, discover how FedEx is expanding employee skill sets, building team structures and working across functions to ensure collaboration on social media projects and drive meaningful and sustainable streams of engaging content.

Renée L. Horne
Director, Digital & Social Media Engagement
FedEx

Q&A Session
Kunur Patel
Reporter
Advertising Age
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12 WAYS TO MONETIZE SOCIAL MEDIA
A recent survey from the TSIA around social media states that 68% of companies don't know or can't measure the fact that they've received an ROI when it comes to an investment in social media. Most marketers have been focused on finding the right tools when in reality it the approach that is the problem. There are numerous approaches that could deliver an ROI in Social Media depending on your organization. In this presentation, you will discover a dozen opportunities to monetize social media and learn how best of breed organizations are managing this channel to deliver a strong ROI.

Paul Dunay
Chief Marketing Officer
Networked Insights
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