2012 ANA Social Media and Mobile Marketing Members Only

2012 ANA Social Media and Mobile
Marketing Members Only Conference
@ AT&T
Tuesday, March 20, 2012 | Dallas, TX
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Table of Contents
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
Agenda......................................................... pg 5
Registration List............................................ pg 7
Speaker Bios............................................... pg 11
ANA Information......................................... pg 13
www.ana.net
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Agenda
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
Overview
SOCIAL MEDIA AND MOBILE MARKETING
@ AT&T (MEMBERS ONLY CONFERENCE)
The rapid development of new mobile
and social technologies has created
enormous opportunities for marketers
to be able to engage with their
customers anywhere and at any time.
This instant access to customers is
a highly valuable opportunity to
connect with customers in a unique
way and develop an on-going relationship which will result in customer
retention and brand loyalty. However,
although mobile and social marketing
is a rapidly growing area, marketers
are faced with issues such as what
type of social and mobile programs
make sense for their brand, how do
you measure the impact, who should
own this customer communication
and how do you integrate it into traditional campaigns. Join us to hear top
marketers discuss their social and
mobile campaigns and how they
made it work for their brands.
Agenda
Breakfast (8:15 am)
General Session (9:00 am)
AT&T: CHALLENGES OF DESTINATION IN
MOBILE & SOCIAL MARKETING
Social media platforms like Facebook
and Google+ offer improved user
mobile application experiences, but
there are some significant challenges
for marketers and social content
teams to consider, particularly when
it deals with where to drive the fan.
AT&T will share some challenges they
had and what changes they put in
place to improve the mobile experience when publishing on social sites.
Colin Burns
Social Media Strategist
AT&T, Inc.
DR. PEPPER SNAPPLE GROUP: ONE OF
A KIND IN SOCIAL MEDIA
For more than 125 years, Dr. Pepper
has celebrated being one of a kind.
In January, the brand gave a nod to
its heritage and celebrating the spirit
of originality with their “Always One of
a Kind” advertising campaign. Nearly
a thousand Dr. Pepper fans took to
the streets in the commercial proudly
showing off their own original expressions on t-shirts describing what makes
them unique and different from the
rest of the crowd. Dr. Pepper offered
its fans the opportunity to express
their originality by ordering their own
“Always One of a Kind” t-shirts on
DrPepper.com. Throughout the year,
the brand is continuing to engage
fans to join in the celebration through
a variety of unique digital content
on social media channels, including
Facebook, YouTube and Twitter. Join
Richard Lyons of Dr. Pepper Snapple
Group as he discusses how they have
successfully leveraged social media to
create a unique customer experience.
Richard Lyons
Manager
Dr. Pepper Snapple Group
www.ana.net
5
Agenda Cont.
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
CHILI’S RESTAURANT: CREATING
SOCIAL MEDIA ENGAGEMENT
Customer engagement is a key
imperative for restaurant marketers
looking to maximize engagement with
customers in order to make guests
feel special beyond the restaurant and
create loyal consumers. Chili’s has
successfully designed and executed
a simple method of growing fans, as
well as activating and engaging those
fans, and provides constant exposure
for the brand on social networking
sites. This session will showcase the
highly effective social media strategies and campaign executions that
can be scaled to any size business or
budget.
General Session Cont. (1:00 pm)
PRIUS GOES PLURAL: BE A PART OF AN
EXISTING CONVERSATION
Chili’s Grill & Bar
Listening to online conversations
should be the starting point for any
marketer thinking about launching
a new marketing initiative. With the
launch of the Toyota Prius family of
vehicles we knew that owners and fans
have been debating for years over the
plural of Prius. Toyota decided to join
the conversation and asked the public
to help decide. We asked the question
in places where these conversations
were already happening and in places
where we knew people would be
interested in participating: Facebook,
YouTube, CarTown, forums and
blogs. 1.8 million votes later and the
official plural of Prius was declared by
Dictionary.com.
Lunch (12:00 pm)
Florence Drakton
Christopher Kopenec
Digital Marketing Manager
COLUMBIA RECORDS: MUSIC GOES
SOCIAL
As new technology emerges, music
content is often an early adopter of
these developments.
With social
media, musicians have another, more
dynamic platform to connect with
fans. Columbia Records will explore
how different artists - from Grammy
Award winning artists to bands that are
just breaking - leverage this medium
& keep fans engaged throughout the
artist development lifecycle.
Elliot Lum
Vice President, Strategic Marketing
Columbia Records
Social Media Marketing Manager
Toyota Motor Sales, U.S.A., Inc.
Uwe Gutschow
Director, Brand Participation
Saatchi & Saatchi LA
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www.ana.net
Registration List
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
Cheryl Anderson
Sourcing Senior Specialist
JCPenney
Yolanda Armas
Digital Marketing, Multicultural
Verizon Communications
Christopher Baccus
Sumitra Duncan
Dave Brown
AT&T Consumer Services
Knowledge and Research Specialist
ANA
Jennifer Bruce
Carol Dunne
Research Consultant
Vice President, Partner Marketing
Dell Inc.
LQ Management LLC
Colin Burns
Claudia Escobar
Social Media Strategist
Insights Manager
Ryan Gillespie
Associate Marketing Manager
Sartori Cheese
Jessyca Gonzalez
CRM Marketing
Pizza Hut, Inc.
Loretta Grant
Executive Director, Digital and Social
Media
AT&T Inc.
AT&T Inc.
Jared Chism
Alexis Barnett
Public Relations Manager, Emerging
Communications
Director of Marketing
AT&T Inc.
JFE International Consultants
Worldwide Marketing, Brand Strategy and
Management
Nicole Cochran
Carol Ferguson
Hewlett-Packard Company: HP
Enterprise Services
MOOYAH FRANCHISE LLC
Amy Bartle
Director, Media & Digital Marketing
LQ Management LLC
Rachel Berry
Group Manager Marketing
Communications
Verizon Communications
Urvi Bhandari
Director, Chief of Staff
AT&T Inc.
Derek Blake
Dell Inc.
Francisco Escobar
Founder
Yum! Brands, Inc.
Kathryn Dattomo
Teresa Ferguson
Charles Schwab & Company, Inc.
Vice President, Corporate
Communications & PR
Diane Gunter
Strategic Partnerships Representative
Business Development
General Growth Properties, Inc.
LQ Management LLC
Brian Davidson
Daphne Flute
Vice President, Member Relations
ANA
Sean Delahunty
AT&T Inc.
Saatchi & Saatchi LA
Michaels Stores, Inc.
Sean Blankenship
Tiffany Dillard
AT&T Mobility
Jenny Frendo
Dell Inc.
Darrell Brown
Manager
Mary Kay Inc.
www.ana.net
Director, Digital and Social Marketing
Senior Marketing Manager
Verizon Communications
Tracy Frisbie
Director of Advertising
Director, Trade Marketing
AT&T
Constellation Wines U.S.
Florence Drakton
Krista Gibson
Social Media Marketing Manager
Senior Vice President, Brand Strategy
Toyota Motor Sales U.S.A., Inc.
Chili’s Grill and Bar
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United States Postal Service
Uwe Gutschow
Robert Freeman
Jennifer Dodson
Strategic Account Manager
Lead Consultant - Internal
Communications
New Futuro
Marketing
Benjamin Griffiths
Senior Digital Project Manager
LQ Management LLC
Jon Booth
Emily Greene
Chili’s Grill and Bar
Director, National Sales and Business
Development
Gulf States Toyota
United States Postal Service
Senior Manager, Customer Service
Senior Marketing Manager
Vice President, Partner Marketing
Director, Digital Marketing
Business Solutions Specialist
Director, Brand Participation
Kelly Hackett
AT&T Consumer Services
Rob Haines
Manager, Marketing
Service Experts Inc.
Nina Hajakian
Director, Committees
ANA
Chad Harris
Executive Director of Advertising
AT&T Inc.
Registration List Cont.
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
Kim Hennig
Joel Lapidus
Tracy McDade
Mike Naples
Senior Vice President of Marketing
CRM Analyst
Senior Public Relations Manager
Manager, New Business Development
Taco Bueno Restaurants L.P.
Pizza Hut, Inc.
AT&T Inc.
United States Postal Service
Jenny Hodgson
AT&T Consumer Services
Nate Larimer
Jason McGrade
Madhu Nathan
Digital Marketing Manager
Senior Web Development and Social Media
Specialist
Project Manager
Carol Hohmann
Gulf States Toyota
Marketing
Jennifer Leandra
Hewlett-Packard Company: HP
Enterprise Services
Marketing Consultant
Lisa Hyne
Cynthia Leder
AT&T Consumer Services
Corporate Advertising
Touchstone Energy Cooperatives
Kelli McKinney
AT&T Consumer Services
Dell Inc.
Emily Merin
Senior Advertising Manager
AT&T Inc.
AT&T Business Marketing Division
Monica Letch
Senior Manager, Online Marketing
Jennifer Merrick
Marketing Field Specialist
Verizon Communications
Manager
State Farm Mutual Automobile
Insurance Co.
Mary Lewis
Joy Jackson-Ling
Larry Johannes
Senior Vice President, Strategic Marketing
Anthem Blue Cross and Blue Shield
Senior Director ,Marketing
Nina Owens
Social Media Specialist
Michaels Stores, Inc.
Joe Paz
Mary Kay Inc.
Frontier Communications Corporation
Donna Little
Stefanie Mitchell
Shawanna Phillips
Director of Sponsorship Sales
Strategic Account Manager
United States Postal Service
Live Nation, Inc.
Thamara Liyanage
Sylvia Molina
Christopher Kopenec
Elliot Lum
Project Manager, Integrated Marketing,
Advertising & PR
JCPenney
Mary Kay Inc.
Vice President, Strategic Marketing
Dave Moody
Columbia Records, Division of Sony
Music
Director, Marketing
Service Experts Inc.
Area Marketing Manager
Richard Lyons
Gabrielle Murdock
Service Experts Inc.
Manager
Marketing Communications Manager
Dr. Pepper Snapple Group
Verizon Communications
Interactive Producer
Jennifer Marzett
Charles Schwab & Company, Inc.
Lead Corporate Writer- Internal
Communications
Michele Myles
AT&T Consumer Services
Kristina Lanuza
Shaun O`Donnell
AT&T Consumer Services
Project Manager
Sourcing Senior Specialist
Lisa Lange
Verizon Communications
Hewlett-Packard Company: HP
Enterprise Services
Andrea Kerr
AT&T Consumer Services
Chili’s Grill and Bar
Marketing Communication Manager
Shauna Miller
Kraft Foods, Inc.
Marketing Manager
Leon Nesbitt
Worldwide Marketing, Advertising
Mouser Electronics
Eric Johnson
Mary Kay Inc.
Director, Strategy and Planning
Director, PR
AT&T Inc.
Susan Quinn
Presales Manager
SAS Institute Inc.
Jim Richard
Certified Direct Marketing Specialist
United States Postal Service
Ashley Robb
AT&T Consumer Services
Alexa Robinson
Coordinator, PR
Pizza Hut, Inc.
AT&T Inc.
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www.ana.net
Registration List Cont.
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
Tony Robson
Ted Schweitzer
Group Manager
SVP, E-commerce & Digital Marketing
Verizon Communications
LQ Management LLC
Stefano Rocchi
Aileen Simblet
Brand Marketing Director
Corporate Alliances Sales Executive
Capital One Services, Inc.
Six Flags, Inc.
Melissa Rodriguez
Teresa Simonetta
Senior Marketing Manager - Online
Marketing
Social Media
Verizon Communications
Myles Rose
Manager, Interactive Marketing Strategy
Gulf States Toyota
Don Roy
Marketing
Hewlett-Packard Company: HP
Enterprise Services
Alex Rubio
Public Relations Consultant
AT&T Inc.
Kim Sater
Director, Consumer Marketing
EBusiness Senior Advisor
Dell Inc.
AT&T Inc.
Crystal Stone
Advertising Manager
AT&T Consumer Services
Gary Schechner
Ashley Taylor
Doug Willmarth
Verizon Communications
Director, Marketing
Molly Tschantz
AT&T Consumer Services
Amy Wilson
Pizza Hut, Inc.
PR Consultant
AT&T Inc.
Amy Winter
AT&T Consumer Services
Hewlett-Packard Company: Enterprise Business
Rob Wolpert
Hewlett-Packard Company: HP
Enterprise Services
Julio Velazquez
AT&T Inc.
Mary Yuan
Leigh Walczak
AT&T Inc.
Public Relations Consultant
ANA
Patricia Zerdan
Chad Weaver
Verizon Communications
Online Marketing
Senior Brand Associate, Small Business
Brand Marketing
United States Postal Service
Senior Staff Consultant, MarCom
Coordinator, Conferences
Verizon Online
Capital One Services, Inc.
www.ana.net
Business Solutions Specialist
Marketing Manager, HP Networking
PR Consultant
AT&T Mobility LLC
Gary Williams
Claudia Vassallo
Bonnie Stice
Senior Manager of Advertising
AT&T Services
Hillary Vallie
United States Postal Service
Alicia Stemper
AT&T Consumer Services
Annetta Williams
Senior Market Research Manager
Aly Townsend
Nicole Smith
Kellie Streat
AT&T Consumer Services
BP P.l.c.
Mary Thottuvelil
Dell Inc.
Mary Kay Inc.
Lead Marketing Programs Specialist
Lorraine Terry
AT&T Consumer Services
Senior Consultant Marketing
Lee Zollinger
Principal Brand Associate / Mortgage
Capital One Services, Inc.
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www.ana.net
Speaker Bios
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
Florence Drakton
Social Media Marketing
Manager
Toyota Motor Sales,
U.S.A., Inc.
As the social media marketing manager for Toyota Motor Sales, U.S.A., Inc., Florence Drakton is responsible
for developing strategies and tactics to connect consumers with real-time information and access to Toyota.
In this position, she oversees the brand’s social media channels, community and content management,
listening reports, analytics, and is responsible for developing owners, enthusiasts and influencers programs
to strengthen consumer engagement with the Toyota brand. Ms. Drakton has led the social media efforts
for several award-winning campaigns including Sienna Swagger Wagon, Prius Goes Plural, Corolla Miku,
AutoBiography and Camry Effect, in addition to helping launch and sustain multiple social media community
channels for the Toyota brand and its Diversity and MotorSports divisions. She has also played a key role
in helping guide Toyota through crisis management efforts post-recall, leveraging social media strategies to
provide customers with unprecedented access to Toyota executives and ultimately bringing them closer to
the brand. Since joining Toyota in 1997, Ms. Drakton has been instrumental in the success of numerous
product launches. Her previous roles with the company include brand management, media strategy, product
marketing, distribution and Lexus field operations. Ms. Drakton is a graduate of the University of California,
Irvine and earned her M.B.A. from the University of Southern California, Marshall School of Business.
Uwe Gutschow is the director of brand participation for Saatchi & Saatchi LA. He started his love for computers
at the age of 10 when he programmed his first computer game on a ZX Spectrum. Since then he founded,
ran and creatively oversaw Saatchi & Saatchi’s first interactive division in Africa. For the past four years he has
been helping the Saatchi & Saatchi LA office create and inspire big integrated ideas that solve problems for
clients and consumers. He leads a team of strategic and creative planners that focus on maximizing consumer
participation and conversation for brands.
Uwe Gutschow
Director of Brand
Participation
Saatchi & Saatchi LA
Christopher Kopenec
Digital Marketing
Manager
Christopher Kopenec currently serves as digital marketing manager for Chili’s Grill & Bar overseeing strategic
elements of the brand’s digital and social presence including the email club, with more than six million
members, and social networking sites while managing brand website updates and integration with rising
technologies. He and his dedicated social networking team have grown Chili’s Facebook fans by almost 400
percent to 1.7 million and have increased the brand’s Twitter following by 500 percent to 50,000. Before
joining the Chili’s team just over a year ago in this created digital role, Mr. Kopenec was employed with True.
com and oversaw their email and digital campaigns. A techie at heart, he built a multi-node BBS in 1990,
engaging in social media before it was coined ‘social media,’ and before most people even owned computers.
His first website went live in 1993, and he has continued to be active on social networking sites since the early
days of LiveJournal and MySpace.
Chili’s Grill & Bar
www.ana.net
11
Speaker Bios Cont.
2012 ANA Social Media and Mobile Marketing Members Only Conference
@ AT&T
Elliot Lum is the vice president of strategic marketing at Columbia Records. Prior to working at Columbia
Records, he was at Colgate-Palmolive as a brand manager on toothpaste and deodorant businesses. Prior
to Colgate, he was in a sales and management role at the Corporate Executive Board, a research think tank
based in Washington, DC. Mr. Lum graduated from Columbia University with a bachelor’s degree in art history
and received his M.B.A. from MIT Sloan.
Elliot Lum
Vice President, Strategic
Marketing
Columbia Records
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ANA Upcoming Events Calendar
Shape the Marketing Industry Through Participation
> March 2012
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| Social Media and Mobile Marketing @ AT&T Members Only Conference | Dallas, TX
| Southwest Airlines Uses Customer Service To Engage Consumers Webinar
| PepsiCo: Marketing To The New Mainstream Webinar
| 2012 ANA Advertising Law & Public Policy Conference | Washington, DC
| Marketing Financial Management Committee | El Segundo, CA
| Improve Your Scope Of Work Program (Procurement Series) Webinar
| Social Media Committee | New York, NY
| Sponsorship & Event Marketing Committee | New York, NY
| Midwest Digital, Social & Mobile Committee | Chicago, IL
> April 2012
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| Media Leadership Committee | New York, NY
| Integrated Marketing Committee | Chicago, IL
| 2012 U.S. Digital Future In Focus: What Marketers Need To Know Webinar
| Marketing to Moms Webinar
| A.T. Kearney’s 2011 Assessment of Excellence in Procurement (Procurement Series) Webinar
| Agency Relations, West Coast Chapter Committee | Los Angeles, CA
| Create a Killer Marketing Plan Training | New York, NY
| Media Strategy Training | New York, NY
| Agency Relations Day @ Walgreen Company Members Only Conference | Deerfield, IL
| Optimizing Agency Relations Training | Chicago, IL
| Assignment Briefing Training | Chicago, IL
| How to Build Brands on YouTube Webinar
| Wheat Thins Builds An Integrated Campaign With 140 Characters Webinar
| Research & Measurement Committee | New York, NY
| Consumer Insights @ Sun Life Financial Members Only Conference | Wellesley Hills, MA
| Mobile Marketing Committee | New York, NY
| Integrated Marketing @ Autotrader presented by A+E Networks Members Only Conference | Atlanta, GA
| Procurement Scorecard (Procurement Series) Webinar
| Gatorade G Series Fit: An Integrated Marketing Launch Webinar
| Midwest Marketers Committee | Chicago, IL
| Multicultural Marketing & Diversity Committee | New York, NY
| Social Media, West Coast Chapter Committee | San Diego, CA
> May 2012
1
| Digital Marketing Committee | New York, NY
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ANA Upcoming Events Calendar
Attend incredible ANA events, mingle with industry leaders,
and learn cutting-edge marketing best practices!
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| Business-to-Business Committee | Chicago, IL
| Media Leadership, West Coast Chapter Committee | San Francisco, CA
| 2012 ANA Advertising Financial Management Conference presented by Active International | Boca Raton, FL
| Integrated Marketing Communications Training | New York, NY
| Elevating Your Creative Training | New York, NY
| Legal Affairs Committee | New York, NY (Reed Smith)
| Social Media Committee | New York, NY
| Advertising Production Management Committee | New York, NY
| Walmart Forges A Deeper Connection With Moms Webinar | New York, NY
| Sponsorship & Event Marketing Committee | Chicago, IL
| Mobile Marketing presented by Microsoft Advertising Members Only Conference | New York, NY
| MOC @ St. Jude Children’s Research Hospital Members Only Conference | Memphis, TN
> June 2012
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| The Art and Science of Brand Building Training | New York, NY
| Optimizing Agency Relations Training | New York, NY
| Maximize Ad Prodction Spending Training | New York, NY
| Media Leadership Committee | New York, NY
| Shopper Marketing Committee | Chicago, IL
| Marketing Innovation Training | New York, NY
| Agency Relations Committee | New York, NY
| Multicultural Marketing & Diversity Committee | New York, NY
| Customer Insights @ GES presented by A+E Networks Members Only Conference | Dallas, TX
| DIgital Marketing Training | Chicago, IL
| Elevating Your Career Training | Chicago, IL
| Agency Relations, West Coast Chapter Committee | San Francisco, CA
| Innovation @ MillerCoors presented by Brightline Members Only Conference | Chicago, IL
| Research & Measurement Committee | New York, NY
| ANA/IEG Sponsorship & Event Marketing Members Only Conference | New York, NY
| Customer Insights @ Juniper Networks presented by Scripps Networks Members Only Conference | Sunnyvale, CA
| Selling Carrots with Bolthouse Farms: The Unique “Eat ‘Em Like Junk Food” Integrated Campaign Webinar
| Brand Management Committee | New York, NY
| Advertising Financial Management Committee | New York, NY
| Marketing Financial Management Committee | San Francisco, CA
| Mobile Marketing Committee | New York, NY
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