Tuesday, November 17, 2015
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8:15am
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Breakfast
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9:00am
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9:15am
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INTEL: BRANDED EXPERIENCES LEAVE LASTING IMPRESSIONS
Intel looks for unique ways to develop and distribute content that is engaging, educational, and entertaining to core target markets while still delivering a strong brand message. By focusing on creating and distributing unique, valuable, sharable content, and experiences, Intel is able to attract and retain a clearly-defined audience — and, ultimately, drive profitable customer action. In this session, Intel will share their latest branded experience and describe how they leverage content as a marketing strategy.
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Louise Felton
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Senior Director, Brand Campaign and Programs
Intel Corporation
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10:00am
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OLD NAVY: USING DIGITAL VIDEO TO ENGAGE TWEENS & INSPIRE CUSTOMERS TO GIVE BACK *^
Capturing share of the tween market is crucial for brands, such as Old Navy, around back to school shopping. Learn how Old Navy leveraged digital video to engage kids and get them excited about heading back to school by partnering with Awesomeness TV and Boys & Girls Clubs. By designing a campaign with a heart and a strong message of empowerment, #Unlimited also became the most viewed piece of digital video content in company history and served to double in-store customer donations year over year.
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Alison Perris
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Director Brand Engagement & Cause Marketing
Old Navy
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10:45am
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Networking Coffee Break
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11:00am
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IKEA: THE SECRETS TO BECOMING A CONTENT BRAND
IKEA has seen significant success with content marketing and branded content, embracing the strategy early on. As such, IKEA has had many successful projects across a wide range of mediums, from a video Web series (which ended up airing on national television) to spoofing their own brand. In this session, hear from Alia Kemet, U.S. Director of Media – IKEA North America, to learn how her team crafted an award-winning strategy and made IKEA a content brand.
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Alia Kemet
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U.S. Director of Media
IKEA North America
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11:45am
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INCORPORATING SEO INTO YOUR CONTENT STRATEGY
Content marketing only works if your content can be found by the audience you’re targeting. Despite its constantly evolving nature, search engine optimization (SEO) is an integral part to content marketing and has an increasing relevance and influence in one’s overall marketing strategy. In this session, you’ll hear from Warren Lee, SVP marketing — Carrington Mortgage Holding Co. LLC, on the importance of considering SEO when crafting content. He will also explore what the future holds for SEO and impart tactical solutions to optimize your content. Warren has over a decade of experience with digital marketing having held leadership and consulting positions for companies that include Adobe, Realtor.com, and Yahoo.
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Warren Lee
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Senior Vice President Marketing
Carrington Mortgage Holding Co. LLC
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12:30pm
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Lunch
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1:30pm
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AOL: BRAND JOURNALISM AND THE POWER OF DATA *^
As marketers it is our job to create an array of valuable, quality content delivered to the right person, at the right moment, in the right channel. Marketing is not just about great storytelling, but also about understanding how to harness the power of data in an open ecosystem to amplify and scale that great story. Join AOL's Lauri Baker for a discussion on the tenants of Brand Journalism, how to empower brands to be journalists, and how to co-create stories, not just buy ads against them, to create immersive experiences for consumers that cut through the noise and create authentic connections with your audience.
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Lauri Baker
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VP, Content Partnerships
AOL
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2:15pm
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STANFORD: GET A SENSE OF WHO YOU ARE BEFORE YOU START *^
Content marketing depends on having a good content strategy. And that, in turn, is all about delivering the right messages to the right people through the right media. But before you can even do that effectively, it's critical to know who you are as a brand and as an organization. A great content strategy establishes and simultaneously evokes your identity through voice, imagery, distribution mechanisms, and the million-and-one choices we make (at lightning speed) as we create, package, and disseminate our material. In this session, Michael Freedman, the architect of the content strategy at Stanford Graduate School of Business, will discuss how you can think about your identity — and integrate that into your overall strategy.
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Michael Freedman
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Chief Communications Officer
Stanford University School of Engineering
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3:00pm
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Intel Museum Access
Once the conference concludes, everyone is invited to tour the Intel Museum located in the Robert Noyce Building.
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