9:00am: Keynote Presentation: Harnessing the Viral Loop:
"Viral" is more than just a buzzword, it's the holy grail of what
content producers and brands are really seeking when they invest in
social media initiatives. But how do you quantify "virality?" And how
do you build on the success of previous efforts without creating
cookie-cutter campaigns? Keynote speaker, journalism professor and
former Forbes editor Adam Penenberg will shed light on the core
elements of the "viral loop," and explain why most companies today
still don't quite get it. Keynote: Adam L. Penenberg,
assistant director of NYU's Business & Economic Program, and author
of "Viral Loop: From Facebook to Twitter, How Today's Smartest
Businesses Grow Themselves"
9:40am: Social Media ROI: The Elephant in The Room:
Sure, a corporate blog is great, a Twitter account is all-but
necessary, and some brands have more Facebook friends than big
celebrities do. But the big question for most CEOs and CMOs remains:
"What's my ROI?" With so many conflicting opinions about the value,
benefits and best practices in social media, we pulled together a group
of brand, agency and research experts to addess that big "Elephant in
the Room." We'll find out if there is a big statement to be made about
the value of social media and if it is money well spent. A session you
can't afford to miss!
Moderator: Tom Gerace, CEO, Gather.com
Speakers:
Doug Frisbie, National Social Media & Product Integration Manager, Toyota Motor Sales
Mike McGraw, COO, Big Fuel
Marisa Gallagher, VP of User Experience, Razorfish
Augie Ray, Sr. Analyst, Social Computing, Forrester Research
Paul Ollinger, VP of Sales, Western Region, Facebook
10:15am Social Branding Case Study: Secret - Let Her Jump
Secret exists to help women be more fearless. And what's more fearless
than ski jumping at the Olympic Winter Games? Unfortunately, ski
jumping is the only event that isn't allowed for women yet, and
accomplished ski jumpers like Lindsey Vonn are still pushing to make
their debut. So Secret is leading the charge to help make that a
reality -- joining forces with Vonn, her fans, and women everywhere to
make it happen. Join imc² as we discuss the many social and grassroots
efforts we are partnering with our client to develop, including
Facebook media polls and fan pages, guerilla marketing materials like
t-shirts and bumper stickers, and video montages about the cause seeded
to various social media sites. Speakers: Ian Wolfman, CMO, imc² and Chris Ebbesen, Strategy Director, imc²
Download the SECRET Powerpoint; Here's a link to the video, after which the audience applauded.
10:45am: The Mobile-Social Connection:
With Facebook, Foursquare and a myriad other social media tools
available as mobile apps, it's safe to say that there is a deep
connection between social and mobile. But how does mobile fuel social
engagement? And how can advertisers, brands and media companies build
strategies around the synergies between the two? Join our panelists as
they discuss the role of apps, location-based content and targeted
advertising in the mobile-social connection, as well as whether social
will be tied to the mobile platform as we move ahead.
Moderator: Adam Zbar, CEO, Tap11
Speakers:
Ian Wolfman, Chief Marketing Officer, imc²
Kara Nortman, SVP, Publishing, Citysearch
Keith Lee, CEO & Co-founder, Booyah
Nicole Jordan, VP, Marketing, Mobile Roadie
Gannon Hall, COO Kyte
11:15am: Peer-to-Peer Communication Forces Brands to Become Publishers:
It's 2010 and your customers are in total control. It's a new era of
peer-to-peer communication, with purchasing decisions being driven by
content -- not advertising. For brands to build real relationships with
their customers, they need to engage audiences with compelling content
across a wide range of digital media outlets. So are brands the new
publishers? In this session, we'll discuss the collision course of
brands and publishers, and the success factors brands must now adopt in
order to find their way into the consumer dialogue. Presenter: Matt Goddard, CEO, R2i
Download the Presentation
11:30am: Is The App The Future of Social?
The app is lighting up the eyes of brand marketers and media companies,
creating a rush to develop and deliver content and advertising right to
mobile devices and social networks. But does every brand need to create
an app? And what kinds of content and advertising should media
companies seed their apps with? Meanwhile, can apps save social media
marketing from the hype, big promises, and frustrating potential? In
this session, the experts will debate what the future really holds for
apps and "appvertising," and whether it can really boost social media
marketing.
Moderator: Sean Percival, Director of Content Socialization, MySpace
Speakers:
Mike Barbeau, VP of Account Strategy, SocialVibe
Kevin Barenblat, CEO, Context Optional
Matt Goddard, CEO, R2i
Carnet Williams, CEO/Co-Founder, Sprout
12:00PM Spotlight: Socializing Local Media - The Transformation of NBC's Local Affiliate Sites:
In just under one year, NBC transformed its network of local affiliate
sites from quiet destinations to engaging, interactive experiences that
brought to life the richness and uniqueness of metropolitan areas
around the United States. Social media played a pivotal role in this
transformation and this spotlight will focus on the strategies and
functionality employed by NBC and KickApps that led to this very successful initiative. Presenter: Matt Bijur, VP of Business Development, KickApps
Download NBC Case Study
12:15pm: Lunch and Keynote Presentation: Why Conversations are Better than Campaigns (And How to Create Them):
BlogHer worked with Tropicana and Ogilvy 360 Digital Influence to
introduce a new product: Trop50. The goal was to drive consumer
dialogue, buzz, and of course, adoption. What ensued was a far-reaching
conversation that involved blogs, community groups, crowd-sourced video
shows, live events, Twitter and Facebook. Join BlogHer co-founder and
COO Elisa Camahort Page as she sheds light on why the conversation
model is better than just a social media "campaign" -- and offers
insight into how other companies can create and sustain conversations
themselves. Keynote: Elisa Camahort Page, co-founder and COO, BlogHer
Download the Presentation
1:00pm: Entertainment Marketing Goes Social:
Movie studios and TV networks are creating social experiences that help
them discover who their biggest fans are, as well as how they can get
them into the theater or piled up in the living room. From Facebook
pages and Twitter acccounts run by characters, to apps that give fans
behind-the-scenes video clips, these experiences are a way for content
creators and marketers to get people engaged enough that they'll invite
others along for the ride. These panelists will explore the new
possibilities for entertainment on various social networks, and how
they fit into long-term marketing efforts.
Moderator: Josh McHugh, President/Director of Technology Strategy, Attention Span Media
Speakers:
Paul Beck, EVP, Worldwide Marketing, Illumination Entertainment
Doug Neil, SVP Digital, Universal Pictures
Jon Siegal, CEO, Fan Appz
Kevin Winston, Founder, Digital LA
1:30pm Spotlight: Why Engagement is the New ROI: It
is time to start thinking of your customers not as impressions, but as
active engagers with your brand with opinions and with the power to
influence. Peer-to-peer is the single most powerful form of
advertising known to man. During this presentation you will find out
how hundreds of the world's largest brands have used social
distribution and peer-to-peer influence to drive tens of millions of
engagements. Presenter: Paul Botto, VP of Sales, Brickfish
1:45pm: The New Social Media Currency:
Buying banners on social networks is not the most effective form of
social media marketing, and CPMs and CPCs can't quantify the value of
having a group of consumers truly "engaged" with a brand. So how do
media buyers quantify it? Which tools are they using to calculate the
value of blog posts, retweets and Facebook friends? An with more brands
focusing on "engagements" as opposed to "impressions," this has a
resounding impact on the future of media buying. Our panelists will
explore which metrics dictate success in social media, and how they can
be bought and measured.
Moderator: Dave Hendricks, Chief Operating Officer, LiveIntent
Speakers:
Eric Wheeler, CEO, 33Across
Chas Salmore, CEO, MWKS
Mike "JB" John-Baptiste, CEO, Peerset
Paul Botto, VP of Sales, Brickfish
2:30pm Spotlight: A New Seat: Historically,
brands have sought different expertise to effectively deliver messages
across different communications channels. From traditional advertising,
to direct marketing, to digital, to search. Over time, new channels of
communication have given birth to new marketing disciplines. Social
Media is a channel of communication, a channel driven by "people
stories". This new "consumer-driven" channel is different from any
we've seen before and requires a new way of thinking. It requires
expertise that differs from any other market channel. It requires "A
New Seat at the Table." Presented by: Avi Savar, Founder and CEO of Big Fuel Communications.
Download the powerpoint
2:45pm: Hot Potato: Who's Job is Social anyway? Most
agencies and brands now have the Social media 'Guru' and are building
teams around them. But ultimately, social will be a part of everything
we do, so is this model of building separate social teams sustainable?
Meanwhile, different groups are trying to "own" social on behalf of
brands. Is it the job of a digial agency? A PR agency? The tech
platform provider? The fact is, Social is a NEW channel of
communication and requires expertise in a new discipline and a NEW way
of thinking.
Moderator: Jack Feuer, Editorial Director, UCLA Magazine
Speakers:
Alex Blum, CEO, KickApps
Matthew Milner, VP of Social Media, Hearst Digital
Craig Daitch, SVP of Activation, Converseon
Avi Savar, Founder & Chief Creative Officer, Big Fuel
3:15pm Spotlight: Listening 2.0: Activating Social Media Across the Enterprise:
The Internet has added new ways for companies to listen, augmenting
surveys, focus groups, and other traditional market research. While the
first generation of digital listening tools were heavy on automation
and light on real insights and actionability, the next generation of
tools have been designed to generate action across the enterprise.
Learn how Web listening is changing, and how you can organize
internally, gain better insights and take advantage of them to deliver
maximum impact. You'll also get a sneak peek into what's coming down
the pike, so that your company is ready. Presenter: Craig Daitch, SVP of Activation, Converseon
Download the Powerpoint
3:30pm: The Death of Social Disruption:
Customers have always talked about brands, and telling stories of
brands connecting with customers has always been a hallmark of direct
marketing. Now, social media makes those person-to-person and
brand-to-person conversations more visible, more real time, more
networked -– and more trackable. Creating a brand identity online
requires a combination of social, email, search and digital dialogue.
Learn how brands like Universal, Netflix, QVC, and others get their
product story out there, without alienating the audience.
Moderator: Stephanie Miller, VP, Market Development, Return Path
Download Conclusions
Speakers:
Reggie Miller, CEO, ICED Media
Rich Ullman, SVP Marketing, Ripple6
Elaine Yim, Senior Product Manager, Rent.com
Doug Akin, Chief Engagement Officer, Mr. Youth
4:00pm: Spotlight:The Future of Online Advertising is Social: As
marketers shift more online advertising dollars into social programs
this year, how can they stop counting clicks and focus on the quality
of interactions and content that creates a long-term and more
sustainable social strategy? Unlike the one-time impression of a
display ad, social marketing is about ongoing participation to engage
advocates and drive positive word of mouth. Learn how brands are
leveraging new “social ads” that enable consumers to join in a dialogue
and connect, while gaining ongoing insight into what engages their
audience. Presenter: Rich Ullman, VP Marketing, Ripple6
Download the powerpoint
4:15pm: The Branded Virtual Goods Boom:
Virtual goods aren't limited to things that "geeks" in Second Life buy
anymore -- networks like Facebook, IMVU, WeeWorld and Meez are making
virtual goods an integral part of their overall business strategies.
And brands can definitely benefit from the boom, by offering
merchandise for people's chat-room avatars, cute gifts for Facebook
pages, as well as items and upgrades in social games. Our panelists
will share some of the best approaches and real-life examples that
exemplify the success a marketer can achieve with branded virtual goods.
Moderator: Vince Thompson, Managing Partner, Middleshift LLC
Speakers:
Nir Eyal, CEO, AdNectar, Inc.
Lauren Bigelow, COO, WeeWorld
Kevin Dasch, VP of Finance & Business Development, IMVU
John Cahill, CEO, Meez
Download the Introductory Powerpoint
4:45pm: Brand Innovators in Social Media:
How do successful companies strategically utilize brand innovation in
social media to connect in new ways and build loyal relationships with
consumers? More importantly, how do these innovations grow revenue
right now and in the future? Four leading Brand Marketers will share
how they’re shifting their corporations to invest more efficiently in
social media and also share in best practices.
Moderator: Brandon Gutman, Partner, FOCi Group
Speakers:
Cynthia Neiman, Vice President of Mattel Digital Network, Mattel
Andrew Koven, President of eCommerce & Customer Experience, Steve Madden
Michael Bell, Brand Manager, Dial Innovation, The Dial Corporation
Josh Glantz, VP & GM of PCH Online, Publishers Clearing House
5:30pm: digiday:HAPPY HOUR - Sponsored by Sprout
