Digital & Social @ Capital One (Members Only Conference)

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Digital media has become a part of consumer's daily lives and they have become accustomed to viewing content and connecting with people wherever and whenever they want. Social media and mobile have especially exploded in the last few years. In fact, there are more than 1 billion active users on Facebook and billions of tweets posted per week! Despite this rapid growth, clients have many questions and their issues include measurement, agency selection, internal org structure, and relinquishing control to the consumer while trying to influence the dialogue. Come hear some groundbreaking case studies and lessons learned from other marketers and industry experts in this constantly evolving space! This complimentary ANA 1-Day Conference is crucial for any marketer seeking to navigate their brands through the transformative media landscape of digital and social.

Agenda

8:15am 9:00am	Breakfast General Session CAPITAL ONE CAPITALIZES ON REAL-TIME MARKETING THROUGH CELEBRITIES, EVENTS, & SOCIAL NEWSROOMS Real-Time Marketing is a huge part of Capital One’s DNA. In this session, they will share how they have championed real-time marketing strategies, specifically during large sports events like March Madness, through promoted celebrity tweets, a robust social command center, and a huge presence on Pinterest to drive business results, brand loyalty, and advocacy. Patrick McLean Vice President, Digital Brand Strategy Capital One ______________________________________________ CHOICE HOTELS REVEALS THEIR DIGITAL AND LOYALTY PROGRAM STRATEGY In this session, Choice Hotels International will reveal how they leverage a fully integrated digital strategy for prospects and for loyalists/advocates through Choice Privileges, Choice Hotel’s loyalty program with over 18M members worldwide. They will share their secrets to success in utilizing a robust digital strategy to use data to drive digital and social media, segment and engage according to digital behaviors, expand globally, and more! Bruce Dincin Senior Director of Media Strategy Choice Hotels International ______________________________________________ LUCY ACTIVEWEAR BREAKS THROUGH WITH EXPERIENTIAL DIGITAL BRAND EXPERIENCES Lucy Activewear is a leading women’s activewear brand and has recently focused their digital marketing efforts on affirming women already in motion with a celebration that would be most powerful not as words, but as action. Lucy Light Forest was born, an experience that captures the feeling of the most amazing workout. It's an interactive light and sound installation that debuted in Boston along the Charles River Esplanade which generated national engagement through a digital site, encouraging Boston participants to post photos and videos of the experience. This successful experience has brought incredible results. This session will focus on how these digital ideas were born and what’s in store for the future. Jim Scott Founder, Managing Partner mono ______________________________________________
12:00pm	Lunch
1:00pm	General Session (Cont.) REAL HEALTH INITIATIVE: DEEPLY ENGAGING CONSUMERS THROUGH DIGITAL & SOCIAL In this session, WellPoint and ROKKAN will share a progressive and first of its kind integrated digital and social strategy to educate consumers about the Affordable Care Act through helping them wade through all the complexity and ambiguity of the changing health care landscape. This groundbreaking work seeks to simplify an extremely complex piece of legislation and translate the key components into engaging, digestible, and relatable communications that drive conversation and provide Americans with the type of knowledge they need to navigate through this new environment. This session will feature how they have fostered renewed, individual connections through a range of tools and channels to engage, including social, video, and a new intuitively designed website to do just that. Kelly Colbert Staff Vice President, Advertising & Social Media Wellpoint Zach Newcomb Senior Vice President, Client Partnership + Strategy ROKKAN ______________________________________________ BUILD, ENGAGE, SCALE, REPEAT...BUILD, ENGAGE, SCALE, REPEAT With context being such an important part of social engagement, the question arises as to how national and global brands broadly develop and maintain relevancy while still influencing their consumer base to act on a local level. With hundreds of Marine locations and millions more prospective recruits using social media across the United States, the Marine Corps recognized an opportunity to scale their national efforts to the local level. They saw an opportunity to engage with particular audiences on a deeper level and strategized on how to best connect with them. Similar to organizations like Starwood Hotels, Ford and others, the Marine Corps scaled their presence and then built a comprehensive framework of training and guidance to ensure a unified brand on social media. But with multiple page administrators and various audiences, how do you keep brand messaging and engagement style consistent? Come hear the Marines share their secrets on how they sustain their impact as the largest government brand on Facebook, while developing additional influence through their most important asset: Marines on the ground. Marshall Lauck Chief Operating Officer J. Walter Thompson Lt. Col Ralph Hernandez Assistant Chief of Staff for Advertising United States Marine Corps ______________________________________________
2:45pm	Adjournment