2019 Influencer Marketing Conference

THOUGHT LEADERS DAY @ WARNER MEDIA (River Room)

30 HUDSON YARDS, NEW YORK, NY

OPENING REMARKS

Leah Marshall

Director, Influencer Marketing ANA

AN ANALYST’S PERSPECTIVE ON INFLUENCER MARKETING

Jasmine Enberg is a senior analyst at eMarketer.  She will lay the foundation for the conference by sharing her perspective on the ways brands are using influencer marketing successfully. This session will cover spending on influencer marketing, key channels, rising interest in "micro-" and "nano-" influencers, best practices, and more.

Jasmine Enberg

Senior Analyst, Global Trends and Social Media eMarketer

NOT ALL INFLUENCE IS LEGIT: A DATA-FIRST APPROACH TO INFLUENCER MARKETING

A recent study in Adweek estimated that advertisers will lose $1.3B to fraud in 2019. To avoid this risk, it’s clear that marketers need a greater understanding of influencer marketing and best practices we can implement to ensure that we are engaging with legitimate creators with verified audiences. Join Fullscreen’s Chris Bower for a state-of-the-state on the influencer industry, a walkthrough of how to spot follower fraud, and a tutorial on using a data-first approach to ensure audience integrity.

Chris Bower

Vice President, Brand Partnerships Fullscreen

AVOIDING LEGAL PITFALLS IN INFLUENCER MARKETING

During this session, you will learn the latest rules governing influencer marketing, recent FTC crackdown cases, and new trends in the regulation and self-regulation of influencer marketing. This session will equip marketers with best practices and dos and don’ts for compliant influencer marketing to avoid becoming the next cautionary tale. The panel will share the latest legal trends in influencer marketing, including the rise of virtual influencers.

Laura Brett

Director National Advertising Division (NAD)

MITIGATING INFLUENCER RISK

Social media influencers can drive sales, but also carry big reputational risks that come in many forms. This session will use real-world examples to show the range of influencer risks that brands face – including criminal behavior, lifestyle controversy, political controversy, and divisive comments/hate speech. Strategies that can be used to mitigate these risks will be shared.

Benedict Hamilton

Managing Director, Business Intelligence and Investigations Kroll

INFLUENCING TRAVEL WITH ONEIKA RAYMOND

Oneika Raymond (@oneikatraveller) is a travel influencer with over 80K followers on Instagram, the host of the Travel Channel’s Big City, Little Budget, and a correspondent with NBC New York. A bona fide travel junkie, her adventures have taken her to over 115 countries on 6 continents. She’s partnered with global brands including Hyundai, American Express, Coca-Cola, Sony, Dunkin Donuts, Toyota, and Lowe’s. Join Oneika as she breaks down the process of vetting and selecting brands to work with, the values and decision-making process behind those partnerships, lessons learned, and where she feels the influencer industry is headed.

Oneika Raymond

Journalist and Influencer Travel Channel and NBC New York Live

BRAND LEADERS DAY @ 583 PARK AVE.

WELCOME REMARKS

Deborah Holland

Executive Vice President Publishers Clearing House

POWER IN PROGRESS: HOW GEN Z POWER DYNAMICS SHAPE THE BUSINESS OF INFLUENCE

Over the last 18 months we’ve seen tremendous shifts in the ways young people wield their own influence, and what they expect from social influencers themselves. Thinking about young activists like the Parkland teens, Greta Thunberg, or content creators like Lilly Singh moving from YouTube to late night TV, it’s clear the game has changed.  Fueled by access to social media and buoyed by the collective power of the crowd, young people today feel a new sense of empowerment. Influencers and brands are navigating new power dynamics where gatekeepers recede but a network of referees demanding authenticity and accountability take their place. Using insights from our recent Power in Progress research survey, we will decode the why and how power is changing and break down what it means for marketers working with influencers today.

Mary Kate Callen (@mkdazzle)

Senior Director Velocity Cultural Intelligence

OPENING REMARKS

Bill Duggan

Group Executive Vice President ANA

HOW TO BUILD A WORLD CLASS INFLUENCER MARKETING PROGRAM

Influencer marketing is a hot topic these days but are you effectively integrating thought leaders into your content strategy? This session will highlight best practices and real-world case studies on how SAP has leveraged influencers to create authentic content to grow their audience and achieve tangible business results.

Ursula Ringham (@ursularingham)

Head of Global Influencer Marketing SAP, Inc.

UNEXPECTED INFLUENCERS: DELIVERING BIG FOR FRITO-LAY

Whether tapping USA Curling champions or partnering with esports streamers or collaborating hip-hop freestyle artists, Frito-Lay’s unexpected approach to influencer marketing comes from a deep appreciation of their consumers’  lifestyles, passion points, and aspirations. Learn how Frito-Lay builds brand advocacy by starting with the audience first, and asking the all-important question: What do our consumers care about, and who are the influencers with whom the audience truly connects, trusts, and admires? Chris Bellinger, VP of Creative and Digital at Frito-Lay North America, will share how brands like Doritos, Cheetos, and Tostitos are driving successful results by leveraging influencers already entrenched into the culture of their fans.

Chris Bellinger (@ChrisBellinger3)

Vice President, Creative & Digital Frito-Lay North America

FRAUD & THE FUTURE OF INFLUENCER MARKETING

Join Casey for a fireside chat with eMarketer analyst Debra Aho Williamson on how brands can navigate the complexities of influencer marketing and the implications for our industry. Hear perspective on where the industry is headed, what controls and solutions are most needed, and what needs to be done industry-wide to address fraud and lack of transparency.  

Casey DePalma

Head of Public Relations, Influencer Marketing and Digital Engagement Unilever NA

WILL IT CLOG? LIQUID-PLUMR INNOVATES WITH INFLUENCERS

After five years of declining sales and share performance, Liquid-Plumr's business was stuck in a clog. The brand needed to do something shocking, attention-grabbing, and extreme to stand out to consumers and demonstrate Liquid-Plumr’s power. "Will It Clog?" is an integrated campaign that pitted Vat19, YouTube influencers known for humorous and outrageous challenges, against the world’s toughest clogs. The campaign has received more than 14 million organic views to date, delivered best-in-class performance across all ad metrics, and revolutionized the way the category approaches advertising. Learn how Liquid-Plumr conceived and executed the campaign that won them a 2019 Gold REGGIE Award for Influencer Marketing, trended on YouTube, and returned Liquid-Plumr back to positive sales and share performance.

Bryan Clurman

Brand Marketer Clorox

HOW INFLUENCER MARKETING ACTUALLY WORKS: A RANT BY STEVE ELLIS

The marketing trade press regularly writes influencer marketing articles explaining and analyzing the advertising service. These articles create marketplace confusion as they bemoan talent fees, fake followers, and inauthentic influencers.   In this onstage rant, Steve Ellis, former CEO of WHOSAY, the largest influencer marketing agency, now a part of Viacom, will outline the 3 simple keys to doing influencer marketing the right way. 

Steve Ellis

EVP, Strategy Viacom Ad Solutions

SALLIE MAE INFLUENCES WITH RAPPER DEE-1

In this session, Temeka Easter will share how the nation’s leading private student lender created an in-house influencer campaign with rapper Dee-1 and leveraged his social audience to boost brand awareness and engagement with high schoolers. Learn how the partnership was executed and how Sallie Mae measured its success.

Temeka Easter (@temekaeaster)

Senior Director, Brand Engagement Sallie Mae

HOW VOLVO DRIVES INFLUENCE

In this session, learn the keys to why Volvo Car USA’s relationships with lifestyle influencers have been so successful, how Volvo combats influencer fraud, and how Volvo leverages social media and the power of earned media to increase brand affinity.

Erin Silver

Head of Social Media Volvo Car USA

INFLUENCER MARKETING ELEVATES JETBLUE TO NEW HEIGHTS

One of JetBlue’s most effective marketing strategies has been to remain true to its brand mission of “inspiring humanity.” In this session with VP Marketing, Elizabeth Windram, learn how the airline known for its culture and commitment to service has leveraged social influencers across multiple lines of business to reach new target audiences and fuel awareness, engagement, and airline travel.

Elizabeth Windram

Vice President, Marketing JetBlue

LEVERAGING THE POWER OF INFLUENCERS TO STAY RELEVANT

As one of the world’s largest food, beverage, and snack manufacturers, Mondelēz brands are as iconic as they are beloved. Keeping these brands relevant to consumers is essential to Mondelēz’s success, and influencers play a critical role in this. Join Yolanda Angulo, Director, Customer Marketing at Mondelēz International, to learn how the various brands to identify social influencers for partnerships and how brand campaigns are brought to life across channels.

Yolanda Angulo

Director, Customer Marketing Mondelēz International