The technology demos kept on rolling in the Solutions Center.
You know how we do at the Experiential Marketing Summit—work hard, play hard—right to the finish. Day three of the event kicked off with another 5K run across Vegas and a Women in Events Boot Camp class bright and early at 6:30 a.m. Breakfast kicked off at 8, fueling up attendees just before the opening keynote, sponsored by VDA, and delivered by Julie Hogan, director-global face-to-face marketing at Facebook.
Hogan regaled the audience with stories of her childhood, when weekly Sunday family dinners taught her the meaning of storytelling, community and bringing people together. Those experiences helped her “find her own voice” and served as the foundation of both her personal and professional life, Hogan says.
“What I realized was that those Sunday dinners didn’t happen by accident; they were an art form and there was an unsung hero behind the entire experience– concerned about the values kids were going into the community with and displaying. It was quite the experience. As a child, that unsung hero was my Nonna, and as an adult, those unsung heroes became my parents. Both of them believed connection and community is at the heart of everything we do. While my Facebook experiences are much larger, the key components are actually the same.”
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Hogan also detailed Facebook’s three core “truths”—people, presence and performance. The people component entails who the audience is, what the brand wants to share with them and what their holistic approach is to a particular community. Presence deals with what an experience will look like, how immersive it is and how strong the storytelling component is. And performance is about how the brand makes attendees feel when leaving an experience, and what the business impact of that is.
“These are the three things I’ve learned and ask of all of you: Use your superpowers to create experiences that connect people and build community. Be authentic about your presence and elevate the everyday. And ask yourself what is the impact, how do people feel? It’s not always a celebration. Sometimes it’s about showing up, listening and being part of a community.”
Tyler Williams, head of brand aura marketing at Zappos, delivered the final keynote.
They keynote was followed by morning sessions including Cannabis Event Primer: Everything You Need to Know, 007 Elements Case Study: Creating Cinematic Brand Experiences and Agile Event Management Tips for PR Activations: The BMW Vision iNext World Flight.
In addition to sessions, a number of attendees enjoyed Braindates, fresh air and sun in the cabanas by the Jupiter Pool where they learned, collaborated and swapped battle stories.
By 12:30 it was time for lunch and the final …read more