ANA Brand Activation Influencer Marketing @

UCDC (Members Only Conference) hosted by

No Kid Hungry

When:

Start: Wednesday, October 25, 2017 at 8:15am

End: Wednesday, October 25, 2017 at 4:00pm

Where:

UCDC

1608 Rhode Island Avenue

Washington, DC 20036

Agenda

TIME EVENT DETAILS

8:15am Breakfast

9:00am General Session

MEGA AND MICRO INFLUENCERS IN B2B: ONE SIZE DOES NOT FIT ALL

Building relations with influencers is never an easy, one-size-fits-all affair. In a

field that has grown exponentially over the past few years, there is still confusion

over strategy, tactics, best practices and ROI. Two very current case studies at Dell

highlight the tremendous opportunities for influencer marketing in the B2B

environment. Hint: Mutual value creation, trust and a fully integrated program are

fundamental.

Konstanze Alex

Head of B2B Influencer Relations, Dell

TIME EVENT DETAILS

SABERMETRICS AND INFLUENCER MARKETING: DEVELOPING AN

INFLUENCER PROGRAM USING STATISTICAL ANALYSIS

Defined by Bill James and rising to world-wide notoriety by way of the

book “Moneyball” by Michael Lewis, Sabermetrics is the use of statistical analysis

to question traditional measures of baseball evaluation. As an agency specializing

in Gen Z and Millennials, Fuse began practicing Influencer Marketing long before

there were industry best practices and sophisticated measurement tools. As

Influencer Marketing matured, the agency began to wonder if it had useful data

from previous programs that could inform its future Influencer Marketing efforts.

So, six months ago, Fuse set out to on a time-consuming, complicated journey to

apply a Sabermetrics-like review of a decade’s worth of its influencer marketing

data. This presentation will be the results of our research and analytics on our

seven stages of Influencer Marketing program development (planning,

recruitment, application, hiring, onboarding, activation, measurement.)

Members will learn from our “Sabermetrics” and be able to make data-driven

decisions about their own Influencer Marketing programs.

Bill Carter

Partner, Fuse Marketing

LEVERAGING INFLUENCER MARKETING: CONSTANT INNOVATION,

AWARENESS BUILDING & MOBILIZING THE PUBLIC

Influencer marketing is multi-faceted at No Kid Hungry. For more than 30

years, we’ve created impactful partnerships with corporate brands, media

entities, bi-partisan political representatives, non-profit organizations and

individuals to end childhood hunger in America. During this session, we will

share our key learnings from our successes as well as some of our challenges.

Our content will provide key takeaways to help attendees maximize influencer

marketing for their brands.

We look forward to sharing case studies from social influencers such as Jeff

Bridges, P!NK, celebrity chefs like Rachel Ray, Andrew Zimmern and Bobby Flay.

Showcasing how we collaborate with our corporate partners to leverage their

influencers – such as Citi and MLB and PGA and Kellogg’s and US Olympic

TIME EVENT DETAILS

Athletes. On a grassroots level, our core supporters – using their influence to build

relationships and awareness for No Kid Hungry and to advocate for No Kid Hungry

at the state and federal level.

Jill Davis

Senior Vice President, Share Our Strength - No Kid Hungry

REVERENCE + RELEVANCE: HOW NATIONAL GEOGRAPHIC IS STILL

INSPIRING CONSUMERS 130 YEARS LATER

How is a 130 year-old brand changing the game when it comes to influencer

marketing? For over a century, National Geographic has been an iconic brand that

gives a platform to the best storytellers in the world. National Geographic Partners’

Chief Marketing Officer, Jill Cress, will discuss how National Geographic has

leaned into its DNA as a visual storyteller, and the power of its yellow border to

take audiences on explorations around the world, to amass a substantial reach on

digital platforms and build communities of engaged fans and digital influencers.

Through innovative influencer-driven campaigns like “Make What Works” and the

“National Geographic Further Community”, National Geographic is collaborating

with a cast of influencers to create smart, meaningful content that fosters deeper

connections with consumers.

Jill Cress

Chief Marketing Officer, National Geographic Partners (NGP)

INFLUENCER MARKETING TO CONNECT WITH MULTICULTURAL

CONSUMERS

As the influencer marketing landscape gets larger and more diverse, opportunities

have surfaced to work with influencers that have built authentic audiences within

these key demographics. We'll discuss how State Farm approaches influencer

vetting, content planning and innovative platforms to reach diverse consumers.

We’ll also explore the successes and challenges that come along with handing over

the reins to influencers for custom branded content.

Liza Hawkins

Marketing Analyst, State Farm

TIME EVENT DETAILS

Mike Johnson

VP Digital Strategy, The Marketing Arm

Confirmed Speakers

Jim Mollica

VP, Global Consumer Engagement, Under Armour