Atlanta Roundtable

Jun 5, 2012 / 1:30 PM - 8 PM / The Biltmore

How can TV and Digital come together to improve video marketing?

Between conversations with senior marketing executives, an in-depth look at how marketers are finding success with mobile video, and case studies on integrated marketing followed by a lively discussion on how to make integrated work better for marketers and media companies, the Roundtable will make for a powerful afternoon.

Video marketing is fractured with clear lines of separation in most marketing organizations between TV and Digital. We have created the only industry forum that brings together leaders from both sides of the spectrum. The Videonomics Roundtable is a half-day event designed to engage marketers with in-depth discussions on the dynamics of video, media, and marketing. Senior brand and agency executives will gather in one of the top media markets for an afternoon of keynotes, case studies, research, integration techniques, peer-to-peer discussions, and networking sessions.

Board member Kris Magel, Initiative, said it best, “The Videonomics topic is pretty interesting. It’s been an inflammatory issue to date, but TV and Digital executives have got to get together. The truth is that TV events have a few digital marketers and digital events have a few TV people, but there is no one place where this conversation is happening.”

- The Venue -

1:30 pm - 2:30 pm

Opening Networking & Reception

2:40 pm - 3:10 pm

Video Data Can be Fun Too — Don’t Wait for the Movie

Video content is alive and well and skipping across all four screens – the TV, the computer, the smartphone and the tablet. The consumer is telling us what screens they prefer with their actions (and interactions) across the various options. Nielsen is working hard to keep up with both the what’s and why’s of the how they consume video – and what that means for content creators and advertisers. The session’s theme “Video data can be fun – don’t wait for the movie” will pull from a variety of studies and surveys across the Nielsen portfolio.

3:10 pm - 3:40 pm

How an Extended Stay Brand Tells its Story Through Video

Word of mouth from someone you know or someone like you is still the most powerful recommendation out there. On-line customer reviews, Facebook likes, and positive or negative tweets have a tremendous impact on consumer decisions and brand perceptions….and they live forever through search capabilities. Video is the most preferred content format shared today and there is nothing more authentic, experiential and versatile than user generated video. IHG is working to engage hotel team members and their most loyal customers to put down the pen and turn on their cameras. Receiving hundreds of heartfelt handwritten letters and e-mails each year, just imagine how loud those voices would be if they were all videos.

3:40 pm - 4:10 pm

Brand Case Study: 22Squared and Dunkin’ Donuts

22squared’s Chris Tuff will take you through a case study for Dunkin’ Donuts that dissects the anatomy of a successful Facebook Connect creative execution. To promote Dunkin’ Donuts new Angus Steak & Egg Breakfast Sandwich, 22squared created the “Like a Boss” Video Resume Maker, a Facebook app that showed the world they could eat breakfast like a boss with the new sandwich. The app allowed users to create and post a video resume, using Facebook Connect to make each video “boss” with laser beams, explosions, monster trucks and one of the greatest songs from the 1980s: “You’re the Best.” Chris will share learnings from this promotion, and provide tips that brands and agencies can use to ensure success with video in the social space.

4:10 pm - 4:30 pm

Break

4:30 pm - 5:00 pm

Brand Case Study: JWT and the United States Marine Corps

Looking to educate, inspire, motivate and ultimately engage the millennial generation, the United States Marine Corps recently relaunched their brand platform and communication style. Through research we noticed it wasn’t the audience that was lacking online, but rather the engagement. The target was there, but they just weren’t participating in the conversations. The question became, how do we engage an audience that is looking at but not really engaging with the USMC’s website and social properties. How do we create content that will not only increase their interest in the United States Marine Corps, but potentially lead them to meet with a recruiter? The answer came through online video. By creating and curating content, the USMC online engagement skyrocketed. Not only did website engagement increase, but the social communities have grown substantially making the USMC Facebook community larger than any other government agency, including the White House.

5:00 pm - 5:30 pm

Can Online Video Save Lives from Cancer?

Join Kelley Mitchell Price for this discussion of how an iconic non-profit brand is leveraging online video to further its mission. The American Cancer Society has turned the “Happy Birthday” song into a rallying cry for the brand, with celebrities like Justin Beiber and Celine Dion lending their voice to the cause. Now, the Society is exploring video as a means of driving direct conversions. Kelley will share findings from two 2011 online video fundraising campaigns, leading a brainstorm of ideas to make these campaigns more effective in 2012.

5:30 pm - 6:30 pm

Reception

6:30 pm - 8:00 pm

Dinner Interview

The Biltmore

817 West Peachtree Street
Atlanta, GA

The Georgian Room

Built in 1924, The Biltmore Hotel was the focal point of Atlanta's business and social life for almost sixty years. Once publicized as “The South's Supreme Hotel”, The Biltmore closed its doors in 1982, following changes in ownership and years of steady decline. After sixteen years of neglect and abandonment, The Biltmore underwent a total renovation in 1999, transforming the former hotel into a combination of Class A office space, retail and special event space. With the renovation of The Georgian and Imperial Ballrooms, and now listed on The National Register of Historic Places, The Biltmore quickly recaptured its standing as one of the social and business epicenters of Atlanta. Featuring original handcrafted plaster relief ceilings, restored crystal chandeliers, Palladian windows and Tennessee marble floors.