ANA Digital and Social Media Conference July 14, 2011

The ANA Digital & Social Media Conference will be a must-attend event for anyone who is trying to navigate their brands through this ever-changing media landscape. 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 viral videos have especially exploded in the last few years. 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.

The first-ever ANA Digital & Social Media Conference in 2010 was sold out! So don't delay and reserve your place at the 2011 conference.

Host:
Michael Donnelly
Group Director, Global Connections
The Coca-Cola Company

Registration Pricing
Member Rate Non-Member Rate
Registration
* Live Streaming $ 495 $ 595
Conference Registration $ 495 $ 595
Events (included with Registration)
Pre-conference Bonus Session Complimentary Complimentary

ANA Members may take advantage of special corporate pricing of $995 for four members from the same company. Please email registration@ana.net to take advantage of this special rate. Please visit our website at http://www.ana.net/members/list to see if your company is a member of the ANA.

*Live Streaming Option: We know that not everyone can travel to our Digital and Social Media Conference, so we have decided to stream it live! It's a great way to see sessions as they happen and communicate via chat with other participants online. You'll be able to hear the speakers and see their slides, just like any other webinar.

Agenda
Wednesday, July 13, 2011

PRE-CONFERENCE BONUS SESSION PRESENTED BY MEREDITH
Grand Hyatt New York
109 East 42nd Street At Grand Central Terminal
New York, NY
Time: 2:00 pm- 5:00 pm

SOUTHERN COMFORT USES SOCIAL MEDIA AT MARDI GRAS
In the social media revolution of the 21st century, how does a nearly 150 year old global enterprise evolve its communications? Brown-Forman Corporation's Southern Comfort is creating captivating and compelling content by leveraging newer media and crowd-sourcing techniques in combination with traditional media to make an impact with consumers. Their recent campaign included check-in opportunities via Foursquare and Facebook to be eligible to win a trip for four for Mardi Gras 2012. Learn about the success of this media mash-up and get tips on how you can build a collaborative campaign that works on multiple channels creating an overall brand experience for your consumers.

Marjorie Dufek
Interactive Marketing Director
Brown-Forman Corporation
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WHEAT THINS BUILDS AN INTEGRATED CAMPAIGN WITH 140 CHARACTERS
Wheat Thins has proven that the roles of new media and traditional media are no longer defined by the screens through which we experience them. With their highly successful "The Crunch is Calling" campaign, Wheat Thins candidly embraced social media as the foundation for their integrated marketing efforts. By listening to passionate consumers through sites like Twitter and Facebook, Wheat Thins produced engaging content that quickly went viral and visibly connected their marketing efforts across all channels - on and offline. Learn about the strategy behind Wheat Thins' integration of digital and social media with more traditional marketing and the behind-the-scenes of the execution of "The Crunch is Calling" campaign.

Jim Low
Sr. Marketing Director
Kraft Foods, Inc.
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Additional session to be announced.
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Thursday, July 14, 2011

GAP BRAND INVITES SHOPPERS TO MAKE A DEAL THROUGH SOCIAL MEDIA
Gap is one of the brands leading the revolution to change the way consumers shop and find deals. Gap Brand achieved record sales in one day as the first national brand to launch a deal on Groupon. Gap Brand is also taking advantage of location-based technology as they have teamed with Foursquare and with Facebook Places and Deals on their highly successful one-day free jeans giveaway. The recent launch of gapmyprice.com is another way to offer customers an opportunity to make a deal and bid their own price for Gap products.

Learn how Gap Brand uses digital and social media to connect with their deal-hungry consumers. You will also hear how Gap Brand listened to their customers after their controversial logo announcement on Facebook last year.

Chris Gayton
Senior Director Marketing
Gap Brand

Summer Riley
Director, CRM
Gap Brand
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DOMINO'S USES DIGITAL AND SOCIAL MEDIA FOR THEIR "PIZZA TURNAROUND"
Domino's was tired of hearing customer feedback and research that told them people didn't like the taste of their pizza. Instead of defending themselves, Domino's made the tough decision to be open and honest with their customers that their product needed improvement. They developed a self-deprecating "pizza turnaround" campaign which depicted consumers vividly describing how bad the pizza was and then introduced the reformulated version. Domino's relied heavily on social media and developed a social microsite, pizzaturnaround.com. This included a live Twitter search stream which provided Domino's a great customer service and listening tool while allowing customers to naturally act as advocates for Domino's new product who helped convince others to try it. Discover how Domino's honesty paid off with the most effective ad campaign tested in years and strong sales increases.

Dennis Maloney
Vice President, Multi Media
Domino's Pizza Inc.
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VISA: ELEVATING SPORTS SPONSORSHIPS THROUGH SOCIAL MEDIA ENGAGEMENT
For more than two decades, Visa has successfully utilized traditional marketing channels such as television and print in support of its sports sponsorships to connect with fans, raise brand awareness and highlight the benefits of its products and services. Enter 2010, a year in which two international sporting events - the Olympic Games and FIFA World Cup - would capture the attention and hearts of audiences worldwide. With a tremendous opportunity on the horizon, Visa evolved its marketing strategy to take advantage of the increasingly valuable and powerful role that social media plays in fostering conversation among fans and connecting with consumers directly.

Addressing the challenge in its approach to the activation of each of its major sports sponsorships in 2010 (which includes the NFL in the U.S.), Visa executed integrated marketing campaigns Go World (Olympic Games), Go Fans (FIFA) and Go Fans (NFL) which each relied heavily upon social media channels to extend its message and connect with fans and cardholders worldwide.

In this session, Visa will discuss key learnings and successes from the Olympic Games, FIFA World Cup and NFL , the benefits of partnerships within social media (e.g. Twitter, Facebook) to relevantly insert a brand into existing fan dialogue, the engagement and utilization of widely known spokespersons to amplify consumer involvement across social media channels and the role of social media within Visa's overall marketing mix.

Jennifer Bazante
Head of Global Brand & Sponsorship Marketing
Visa Inc.
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THE NEW HIERARCHY OF ENGAGEMENT
With millions of customers in more than 220 countries and more than 8.5 million shipments a day, FedEx understands the power of connection and the evolving trends in customer dynamics. FedEx also recognizes the critical role employee engagement plays in building brand loyalty. Join FedEx Corporation as they discuss how digital media is the intersection for internal and external communications and how social media is creating a new hierarchy in capabilities and competencies across all customer focused disciplines. In this session, discover how FedEx is expanding employee skill sets, building team structures and working across functions to ensure collaboration on social media projects and drive meaningful and sustainable streams of engaging content.

Renée L. Horne
Staff Director of Digital Social Media Engagement
FedEx Corporation
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12 WAYS TO MONETIZE SOCIAL MEDIA
A recent survey from the TSIA around social media states that 68% of companies don't know or can't measure the fact that they've received an ROI when it comes to an investment in social media. Most marketers have been focused on finding the right tools when in reality it the approach that is the problem. There are numerous approaches that could deliver an ROI in Social Media depending on your organization. In this presentation, you will discover a dozen opportunities to monetize social media and learn how best of breed organizations are managing this channel to deliver a strong ROI.

Paul Dunay
Author
Facebook Marketing for Dummies
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Additional sessions to be announced.

Official Website: http://www.ana.net/conference/show/id/DSM-JUL11