Content Marketing @ Toyota (Members Only Conference)

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“Content is King” has been echoed by marketers time and time again, but how brands leverage original content to achieve business objectives is easier said than done. With the proliferation of social media and mobile devices, consumers are increasingly demanding the availability of new content at every touch point and marketers are making significant investments to ensure that it is their brands that hold audience’s attention. At the upcoming ANA Content Marketing Members Only Conference hosted by Toyota, you’ll hear from senior marketers about how they are successfully producing original content that engages their core audiences while delivering on brand metrics. Join us for an exciting day full of leading marketers representing a diverse array of industries discussing their strategies behind the development of custom content, the execution of production through different media channels and the measurement of key objectives.

Agenda

8:15am	Breakfast
9:00am	TOYOTA CASE STUDY Toyota continues to lead the automobile industry by engaging consumers who are passionate about their brand. In this session, Toyota will share their digital content strategy, including how they're creating mobile and social experiences to connect consumers with the Toyota brand and Toyota dealers. Toyota will also discuss how they're bringing "Re-Imagine" to life through through a variety of content platforms. Kimberley Gardiner National Digital & Mobile Strategy Manager Toyota Motor Sales _____________________________________________ TURNING ENTHUSIASTIC CUSTOMERS INTO A POWERFUL CONTENT MARKETING ENGINE There's no doubt that content is a vital part of marketing. But "feeding the content beast" is expensive and time consuming. According to Curata's "B2B Marketing Trends Survey 2012 Report," the top three challenges of content marketing are 1) creating original content, 2) having time to create content, and 3) finding high-quality content. Here's the good news: you have a secret content marketing weapon that can help overcome all three of these obstacles-your highly-satisfied customers, AKA your "Brand Advocates". In this session, learn how companies are capitalizing on content created by brand advocates to build their businesses including how to find brand advocates, amplify their voices and track content marketing results. Rob Fuggetta CEO & Founder Zuberance Author, "Brand Advocates, Turning Enthusiastic Customers into a Powerful Marketing Force" _____________________________________________ AMPM'S TRANSITION FROM TACTICAL MESSAGING TO STRATEGIC CONTENT THAT ELEVATES THEIR BRAND * ampm (a westcoast based convenience store retailer) has evolved their social media content strategy from just growing likes and followers on Facebook and Twitter via tactical communications to strategically engaging their audience through a comprehensive social media cadre of tools. In this session, find out how ampm leverages digital platforms including Instagram, you tube, a mobile scratch n win game, Tumblr and Foursquare to create engaging, custom content that stregnthens the ampm brand. Gary Schechner Advertising, Marketing Manager & Social Media Scientist BP Cassel Kroll Director, Social Media Strategy Mindshare North America _____________________________________________
12:00pm	Lunch _____________________________________________
1:00pm	General Session Cont. _____________________________________________ SCHICK HYDRO BRINGS THE "CLEAN BREAK" TO LIFE WITH AN ACTION WATER SPORTS SERIES Schick Hydro needed to go beyond simply stating claims of hydration to creating a world of hydration and the freedom it brings to increase brand awareness and fandom. To bring their brand promise to life, Schick created "Clean Break," a high-octane action water sports series delivered across Yahoo!, Fuel, FSN, Facebook and ITunes. The series focused on the transformational stories of three average guys who get a real clean break from their everyday lives and test their physical and emotional bounds by living the lifestyle of Hawaii's most famous watermen and women. In this session, Energizer Household Products, will be joined by Content & Co, to discuss how the adventures of "Clean Break's" everyday characters helped grow the Schick Hydro brand. Brad Harrison VP, Marketing Energizer Household Products Stuart McLean CEO Content & Co _____________________________________________ USING CONTENT TO POSITION A NON-PROFIT AS AN EXPERT WHILE GROWING THEIR BUSINESS Surfrider Foundation is a non-profit grassroots organization dedicated to the protection and enjoyment of our world’s oceans, waves and beaches. The foundation continues to grow their advocacy programs and membership initiatives by creating and dispatching original content through a variety of platforms. In this session, Surfrider Foundation will discuss how the foundation utilizes content exclusive to the Surfrider brand to gain traction for their local initiatives while effectively communicating their mission and growing the Surfrider footprint globally. Alexis will share Surfrider’s content marketing strategy, including how they optimize the effectiveness of blogs, digital magazines, podcasts and social media, to elevate their mission. Alexis Henry Communications Manager Surfrider Foundation _____________________________________________
2:45pm	Adjournment