2014 ANA Digital & Social Media Conference presented by Meredith

MONDELEZ INTERNATIONAL DRIVES INNOVATION IN MOBILE AND REAL-TIME MARKETING

As Vice President of Global Media and Consumer Engagement at Mondelēz International, B. Bonin Bough is responsible for all forms of media, including leading and developing partnerships, internal capabilities and strategies across all forms of consumer connections, such as digital, TV, print and outdoors. B. Bonin Bough has been recognized as one of business’ hottest rising stars in lists that include Fast Company’s 2011 100 Most Creative People in Business, The Internationalist’s 2012 Internationalists of the Year and was inducted into the American Advertising Federation’s Advertising Hall of Achievement in 2013.  In this session, Bonin will share Mondelēz International’s high-level approach to mobile, social and real-time activation and how the company leverages relationships in the mobile startup community to build their brands.

B. Bonin Bough

Vice President of Global Media and Consumer Engagement Mondelēz International

Gather alongside fellow attendees for the kick-off of the conference with cocktails and conversations!

The Future of Mobile Advertising

With consumers always on the go, the task of reaching and engaging them has rapidly evolved. When everyone has a mobile device, how do you create native advertising that stands out & creates a truly interactive experience? In this session, you’ll hear from Rich Sutton, Chief Revenue Officer of MailOnline and a published author for the ANA(both Insight Briefs and an ANA book), who will share primary research commissioned by MailOnline.

Rich Sutton

Chief Revenue Officer MailOnline

Digital Platforms are Conversation Starters

Engaging your customers requires beginning a conversation that interests them. Matt Naeger, EVP of Digital Strategy at Merkle, will explain how to speak with customers in a more relevant, personalized manner, enhancing their journey with your brand by designing direct conversation streams over digital targeting platforms. He’ll cover the competencies necessary to execute addressable digital media programs at scale across display, search, social, and online video delivery platforms. Offer your customers a meaningful conversation, and they’ll keep coming back.

Matt Naeger

Executive Vice President, Digital Strategy Merkle

Welcome/Opening Remarks

Richard Porter

Executive Vice President, President of Media Sales Meredith National Media Group

EMARKETER: TOP DIGITAL TRENDS

In this keynote session, eMarketer Chairman Geoff Ramsey will deliver a big-picture perspective on how today’s connected consumers are spending their time and money, as well as review how brand marketers are striving to reach those consumers. With his customary fast-paced presentation style, Geoff will provide data and insights behind 2014’s most important trends in digital media, including (but not limited to) the expanding world of mobile technology and consumer adoption, as well as the evolution of programmatic buying, native advertising and content marketing. Prepare to be both informed and entertained.

Geoff Ramsey

Chairman, Co-Founder, Chief Executive Officer eMarketer

FRITO-LAY GETS SOCIAL WITH CONTENT

Frito-Lay has been very successful engaging their customers through social media and content.  The Doritos’ “Crash the Super Bowl” and Lay’s “Do Us a Flavor” contests are two very successful ways that Frito-Lay drives brand awareness, new product development and sales through user-generated ideas, social media and content.  Discover Frito-Lay’s innovative approach to leveraging consumer insights and ideas through paid, earned, and owned media.

Ram Krishnan

Senior Vice President, Marketing Frito-Lay North America

TOMS LEVERAGES “ALL THINGS DIGITAL”

TOMS represents the evolution of a new business model of increasing interest in today’s more socially-responsible world.  While TOMS is a for-profit company that sells shoes, eyewear and coffee they also operate a giving arm to the business as well.  When TOMS sells a pair of shoes, another pair of shoes is given to a child in need. Zita Cassizzi, Chief Digital Officer at TOMS, will talk about her role leading all things digital and direct to consumer on a global basis for their rapidly-expanding “One-for-One” business.  You will also learn how TOMS leverages their customer relationship in e-commerce, online marketing, mobile, and social media to build their global brand and provide an excellent customer experience. 

Zita Cassizzi

Chief Digital Officer TOMS

EQUINOX: CHANGING THE CONVERSATION THROUGH CONTENT AND SOCIAL

Now, more than ever, it is imperative for brands to have a digital and social voice. Luxury fitness brand Equinox has leveraged social channels across its house of brands to foster engagement with current and prospective members. By creating compelling content and sharing via platforms like Facebook, Instagram and Equinox's editorial site Q, the brand is changing the conversation and starting new ones in the health and wellness space.  In this session, discover best practices on leveraging digital and creating the most-engaging consumer content as well as key lessons learned along the way.

Carlos Becil

Chief Marketing Officer and Senior Vice President, Marketing Equinox

Three (Really Different) Views on Creating a Culture of Digital & Social Innovation

Learn how disparate businesses drive digital and social innovation throughout their organizations.  Listen to three marketing leaders talk about the tips and tricks they use to drive innovation across the diverse needs of packaged goods, cars and pharmaceutical brands.

Dave Schoonover

National Manager, CRM & Digital Marketing Kia Motors America

Continuous PM Coffee Break sponsored by Yahoo

AMERICAN EXPRESS: DRIVING RESULTS THROUGH DIGITAL PARTNERSHIPS

The lines of social media, digital, marketing and commerce are all increasingly blurring – and smarter, faster, seamless marketing tactics that streamline the commerce experience are at the center of how American Express is reaching customers in new ways.  American Express will share insights on how marketers can reach their digitally savvy customers with targeted, personalized marketing that delivers relevant value and drives results.  You will also learn how the company’s marketing strategies have engaged and added new value for customers and merchants on Twitter, TripAdvisor and in the backseat of New York City taxis.

Andrea Zaretsky

Vice President, Digital Partnerships & Development American Express

MICROSOFT XBOX: LEVERAGING THE INTERSECTION OF REAL-TIME DIGITAL + REAL-LIFE EVENTS

Kirsten Ward is senior director of marketing in the Devices and Studios division at Microsoft, overseeing global customer acquisition and engagement for Xbox and Surface through digital and direct marketing channels. Kirsten’s team is also responsible for upholding the relationships with over 20 million Xbox fans across email and social media channels. Building up such a large and active community is no small task, but it is only an initial step for marketers. The next challenge is keeping brand loyalists engaged as advocates, and when affinity begins to wane, make them fall in love with your brand all over again. Learn how Microsoft did just that with the launch of Xbox One, leveraging real-time digital alongside real-life events across the globe with tremendous success. Kirsten will share key lessons learned from the launch on how brands can best grow, cultivate and harness their fan communities, including how to respond in real-time and rebuild communities when needed -- all in the public eye.

Kirsten Ward

Senior Director, Devices and Studios Marketing Microsoft Corporation

Join fellow attendees for networking, cocktails and conversations!

New Research: 30% of Your Consumers' Time Is Spent w/ UGC. Now What?

New research from Ipsos reveals how consumers are spending more time with and have greater trust in content created by their peers (UGC). See how top brands are rapidly responding to this media shift by driving volumes of peer created content (UGC), insights and advocacy to influence the hearts and minds of today's consumers. 

Matthew Scott

Senior Vice President, Business Development & Strategy Crowdtap

MINI INCITES PASSION WITH CONTENT MARKETING

MINI is a brand with a cheeky personality and powerful image.  MINI’s marketing must fight above its weight class to break through against larger competitors. Learn how MINI’s content strategy, termed “MINI as MEDIA,” continuously connects through experiential and social media in unique ways with passionate MINI Owners (some of whom call themselves “MINIacs”) and invites new prospects to the MINI party.

Lee Nadler

Marketing Communications Manager MINI USA

DON’T BE THE NEXT #SOCIALMEDIAFAIL

Today’s digital and social world means brand messaging is happening 24/7, and spend is shifting from traditional media to digital.  As the dollars move, how do you make sure that your message is actually reaching your audience? How do you apply outdated legal ideas to a fast-paced digital world? This session will cover hot legal issues in digital and social media, such as social media contests, privacy, mobile marketing, copyright/trademarks, publicity and click fraud/bots.

Stacy K. Marcus

Partner, Advertising, Technology & Media Law Reed Smith LLP

DIGITAL ADVERTISING ALLIANCE: WHAT MARKETERS NEED TO KNOW

Lou Mastria

Executive Director Digital Advertising Alliance

DENNY’S SERVES ALWAYS-ON CONTENT AT THE SOCIAL DINER BOOTH

As America’s Diner, Denny’s is focused on providing comforting meals in a relaxed and casual atmosphere that lets people open up and talk with their friends and family. This brand positioning provides the perfect springboard to a social content program built around conversations that happen in Denny’s restaurants nationwide, 24/7. Discover how its always on approach to social, with an emphasis on Twitter and Tumblr, is fueling one of the most vibrant social communities of any restaurant and dovetails directly into its brand positioning as America’s Diner.

John Dillon

Vice President of Brand Marketing Denny’s Corporation

DELL BUILDS SOCIAL MEDIA B2B STRATEGY THAT DRIVES MEASUREABLE ROI

For many business owners and decision-makers, social media is an enigma. We know now that it is important for our business to be engaged in social, our customers are embracing social and that social media is forever changing the landscape of how we will market to them. However, marketers still have a difficult time understanding the value of the dollars invested in social media. Discover how DELL has integrated social media into their commercial B2B marketing strategy to achieve measurable business results and learn best practices on how your organization can do the same.

Ana Villegas

Marketing Director, North America Commercial Business Dell Inc.