Social Media and Mobile Marketing @ AT&T (Members Only Conference)

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The rapid development of new mobile and social technologies has created enormous opportunities for marketers to be able to engage with their customers anywhere and at any time. This instant access to customers is a highly valuable opportunity to connect with customers in a unique way and develop an on-going relationship which will result in customer retention and brand loyalty. However, although mobile and social marketing is a rapidly growing area, marketers are faced with issues such as what type of social and mobile programs make sense for their brand, how do you measure the impact, who should own this customer communication and how do you integrate it into traditional campaigns. Join us as you will hear top marketers discuss their social and mobile campaigns and how they made it work for their brands.

Agenda

8:15am	Breakfast
9:00am	General Session AT&T: CHALLENGES OF DESTINATION IN MOBILE & SOCIAL MARKETING Social media platforms like Facebook and Google+ offer improved user mobile application experiences, but there are some significant challenges for marketers and social content teams to consider, particularly when it deals with where to drive the fan. AT&T will share some challenges they had and what changes they put in place to improve the mobile experience when publishing on social sites. Colin Burns Social Media Strategist AT&T, Inc. ______________________________________________ DR. PEPPER SNAPPLE GROUP: ONE OF A KIND IN SOCIAL MEDIA For more than 125 years, Dr Pepper has celebrated being one of a kind. In January, the brand gave a nod to its heritage and celebrating the spirit of originality with their "Always One of a Kind" advertising campaign. Nearly a thousand Dr Pepper fans took to the streets in the commercial proudly showing off their own original expressions on t-shirts describing what makes them unique and different from the rest of the crowd. Dr Pepper offered its fans the opportunity to express their originality by ordering their own "Always One of a Kind" t-shirts on DrPepper.com. Throughout the year, the brand is continuing to engage fans to join in the celebration through a variety of unique digital content on social media channels, including Facebook, YouTube and Twitter. Richard Lyons Manager Dr. Pepper Snapple Group _______________________________________________ CHILI'S RESTAURANT: CREATING SOCIAL MEDIA ENGAGEMENT Customer engagement is a key imperative for restaurant marketers looking to maximize engagement with customers in order to make guests feel special beyond the restaurant and create loyal consumers. Chili's has successfully designed and executed a simple method of growing fans, as well as activating and engaging those fans, and provides constant exposure for the brand on social networking sites. This session will showcase the highly effective social media strategies and campaign executions that can be scaled to any size business or budget. Christopher Kopenec Digital Marketing Manager Chili's Grill & Bar _______________________________________________
12:00pm	Lunch
1:00pm	General Session cont. PRIUS GOES PLURAL: BE A PART OF AN EXISTING CONVERSATION Listening to online conversations should be the starting point for any marketer thinking about launching a new marketing initiative. With the launch of the Toyota Prius family of vehicles we knew that owners and fans have been debating for years over the plural of Prius. Toyota decided to join the conversation and asked the public to help decide. We asked the question in places where these conversations were already happening and in places where we knew people would be interested in participating: Facebook, YouTube, CarTown, forums and blogs. 1.8million votes later and the official plural of Prius was declared by Dictionary.com. Florence Drakton Social Media Marketing Manager Toyota Motor Sales, U.S.A., Inc. Uwe Gutschow Director, Brand Participation Saatchi & Saatchi LA _______________________________________________ COLUMBIA RECORDS: MUSIC GOES SOCIAL As new technology emerges, music content is often an early adopter of these developments. With social media, musicians have another, more dynamic platform to connect with fans. Columbia Records will explore how different artists - from Grammy Award winning artists to bands that are just breaking - leverage this medium & keep fans engaged throughout the artist development lifecycle. Elliot Lum Vice President, Strategic Marketing Columbia Records _______________________________________________
3:00pm	Adjournment