Agenda

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Wednesday, March 25

6:30 PMAlhambra Terrace & Foyer
Welcome Cocktail Reception

Thursday, March 26

7:30 AM
Registration Opens
8:00 AM
Breakfast
9:00 AM
Keynote
9:30 AM

So you’ve developed a piece of content—in you’re opinion, really good content—, but now you’ve got to get it seen. Your owned media is firing on all cylinders, but you know that you also need distribution partners. But why is choosing the right partners like choosing between different peanut butter brands at the supermarket? Isn’t it all made from peanuts—what’s really the difference here? The truth is, choosing the right distribution partners and channels is absolutely critical to your content marketing strategy; this panel will teach you how to evaluate the market properly and align prospective partners to your goals. 

PanelistS
Kate Bell, Brand Manager, Extra Space Storage
Keith Pape, Senior VP Social Media & Community Engagement, One+K
Andrew Stark, SVP, Content Solutions, PulsePoint
Michail Takach, Director of Digital Marketing, North America, Manpower Group
10:15 AM

As native and content based advertising continues to grow, so do the regulatory, legal, and business challenges for agencies, brands, and publishers. Vejay Lalla will look at recent trends in content based advertising, and the current landscape that agencies, brands, and publishers face in developing, integrating, and distributing original, editorial and user generated content.

Presenter
Vejay G. Lalla, Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP
10:45 AM

How’s your content marketing tool belt? Is it robust enough to handle all your partners and the varying data points generated by their respective platforms? Welcome to the intersection of content, content marketing and social media. Devising a coherent content marketing strategy is by itself hard enough for many marketers to wrap their head around, but what about stringing together the loose confederation of listening tools, engagement platforms, curation models, distribution options, and measurement, analytics and reporting tools? That’s another story altogether. This panel of marketers and agency experts will discuss how they are organizing their content strategies. 

PanelistS
Morgan Chemij, Senior Director SEO, PPC, Social, Feeds, Affiliates, Group Buying, Provide Commerce
Brittany Richter, Associate Director of Social Media, iProspect
Ellen Sirull, Senior Marketing Manager, Content, Experian Consumer Services
Chad Warren, Senior Strategist of Social Media and Content Marketing, Adobe Systems
11:30 AM
According to a recent study from TrackMaven, a growing majority of professional marketing content fails to have an impact. The marketing research firm found that while the output of content per brand increased 78 percent from the start of 2013 to the end of 2014, content engagement actually decreased 60 percent, raising the obvious question: is more content necessarily better? Marketers may be distributing more content across more channels, but cutting through the noise is becoming increasingly difficult. CEO Allen Gannett will delve into TrackMaven’s content database to explore content’s marketing’s biggest issue.
Presenter
Allen Gannett, Founder, TrackMaven
12:00 PM
Roundtables
12:45 PM
Lunch
7:00 PMKasbah Patio
Cocktail Party
8:00 PMKasbah Patio
Dinner Reception

Friday, March 27

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:45 AM
Welcome Back
9:00 AM
Programmatic. Native advertising. Content marketing. These media buzzwords today are all the rage, but the key to the future of branded content efforts lies in finding the right partners who match the emotions and audience of your brand. See how the Coldwell Banker view of what home truly means matched perfectly with MLB.com to create a content campaign that was a home run. 
KeynoteS
Nick Dimitrakiou, Founding Partner, CEO, Convidence
David Marine, Vice President, Brand Engagement, Coldwell Banker Real Estate
9:30 AM

It’s no secret that video consumption is increasingly moving to mobile devices and, in particular, apps like YouTube, Facebook, Instagram and Vine. But what does this shift herald for brands? Is the small screen appropriate for brand storytelling? How does the new context of discovering video in a feed affect messaging? And how does paid advertising on these platforms fit into your distribution strategy?

Moderator
Tanya Irwin, Senior Reporter and Editor, MediaPost
PanelistS
Avish Dahiya, CTO/CMO, Heritage Baby Products
Susan Getgood, SVP, Integrated Marketing, SheKnows
Mairin Heard, Social Media Specialist, HomeAway.com
Beth Tomkiw, Chief Client Officer, McMurry/TMG
10:15 AM
Today’s digitally-connected consumers are seeking more personalized relationships with brands. As other brands are scrambling to figure out how to connect with this highly-engaged audience, Expedia has responded by shifting from marketer to storyteller to create an authentic voice with Find Yours, a multi-platform campaign featuring user-generated videos that show the unique, emotional experience each person finds when traveling. Through this approach, Expedia was able to build a personal, lasting relationship with customers and become more than just a booking engine. In this case study session, Jason Rubenstein will discuss what digital marketers can do to amplify the power and ROI of a tactical, multi-platform campaign and how this bold shift to utilize user-generated content transformed the way the company identifies with its customers and fans.
Presenter
Jason Rubenstein, Head of Agency Relations, Expedia
10:45 AM

Have we arrived at Native 2.0? If Native 1.0 was about recognizing paid media as the new content distribution, then 2.0 should have all the hallmarks of a maturing marketing channel: understanding how to choose the right partners based on business goals, assessing success metrics for native programs and understanding how to achieve scale at the expense of targeting and visa versa. How does native work in tandem with other marketing deployments like search, social and mobile? 

PanelistS
Dan Cristo, Director, SEO Innovation, Catalyst
Andrew Heckler, CEO, Hone
11:30 AM
Presentation
Presenter
Scott Trepanier, Sr. Manager of PR, Promotions & Social Media, Columbia Sportswear
12:00 PM
Roundtables
12:45 PM
Lunch
7:00 PMCortijo Plaza
Cocktail Party
8:00 PMCastillo Lucena
Dinner Reception

Saturday, March 28

7:30 AM
Registration Opens
8:00 AM
Breakfast
9:00 AM
This session features Nick Tran, former Digital Marketing and Social Media Lead at Taco Bell, who will highlight a few success stories at Taco Bell and discuss his recent transition to Stance, Inc. The presentation will share insights and learnings from big brands and how to leverage that to fuel smaller brands. It will focus on being efficient with money, time, and resources to provide the most impact for a young organization.
Presenter
Nick Tran, VP, Digital Marketing, Stance Socks
9:30 AM
Presentation: Nissan's Titan Truckumentary
Presenter
Jeannie Whited, Senior Manager, Executive Communications & Media Center Operations, Nissan Motor
10:00 AM
 
10:30 AM
Presentation
11:00 AM
Roundtables
11:45 AM
Conference Concludes