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Wednesday, October 14
Thursday, October 15
- Michael Winkleman , President and CCO , Leverage Media
Video appears to have taken the lead in many brands’ paid, owned and earned content portfolio. But just because consumption is hopelessly fragmented doesn’t mean a brand’s video strategy should be. TV, YouTube, pre-rolls, Facebook units, Vine, Instagram, Periscope, Snapchat and more challenge marketers to adapt streaming media to radically different formats and contexts. We start the summit climbing 30,00 feet for the high view. How is the current video-centric trend impacting investment, resource allocation, overall strategy? How do brands direct and parse content resources? Plan a consistent brand voice across channels? Figure out what stories they really have to tell?
How do generational and ethnic/cultural demographics really impact how consumers access content?
Is it journalism or just barely-veiled advertorial? That is up to the brand, its approach to content production and its aim to be part of a larger cultural conversation. We peek inside a successful brand newsroom’s strategy, process and results.
Each day of the summit we ask a senior agency executive to offer a quick take on an over-hyped, bright star in the marketplace they feel really does matter to marketing.
What Is a Video Content Strategy?
Do You Need a Newsroom?
Demographics and Content Consumption
Swing into a round of golf on the legendary 18-hole course at The Omni Grove Park Inn. The 6,400-yard championship course has been played by PGA stars Bobby Jones, Ben Hogan and Jack Nicklaus and even President Obama. Feel a sense of pride and accomplishment after navigating the tree-lined fairways and bent greens with amazing views of the Blue Ridge Mountains all around. Elevated tee boxes on the par-70 course provide perfect sight lines for each drive.
What began in 1895 as a private estate continues to thrive as a timeless experience for today’s visitors. Since 1895, Biltmore has had the natural beauty of the mountains and the majestic house and gardens to beguile and inspire. Stroll through America's largest home extending across 8,000 acres while marveling at all the amazing sights of architecture, artwork, and much more from the Gilded Age.
Pisgah National Forest features some of the most beautiful and rugged mountain scenery, and the best recreational opportunities in eastern North America. Covering much of the north and central western mountains of NC, Pisgah provides many popular routes for those looking for unforgettable mountain bike experience.
Friday, October 16
The message is the medium now. The hottest trends in video are the farthest thing from “lean back” media. They are short, highly engaging and part of messaging or mobile sharing apps that demand conversational, not presentational approaches to branded video. Are these organic opportunities or will they all be paid media eventually? Most of all, what stories or parts of stories really are possible for brands in these formats?
Next generation content is not just about storytelling on different screens but leveraging that encounter to create brand loyalists and re-distributors, communities and, yes, customers. What comes after the view? How are we encouraging, measuring and valuing engagement? How are the savviest marketers using this medium to move business needle not just hearts?
Three years into the native ad trend, it is time to ask if this loose collection of formats risks going the way of banner ads – towards invisibility through familiarity. Programmatic and content recommendation networks promise to redistribute branded content with the same ease and reach as display advertising, but with better results. Are they extending the original effectiveness of native or diluting all forms of native? How does any marketer’s content stand out when all advertising is pretending not to be an ad?
Mobile Social Video
Measuring Impact, ROI, Conversion
Combatting An Invisible Native Ad Future
Rafting, Canoeing, & Kayaking at Blue Ridge National Park
Networking at Resort pool
Rivers in the North Carolina mountains provide some of the most popular whitewater rafting in the country. Some claim the sport was pioneered on the Nantahala River, which tumbles through the nine-mile scenic Nantahala Gorge. Rafting, kayaking, canoeing, and tubing are all popular pursuits on many of the region's rivers.
Join us for an amazing evening of networking by the Resort pool. Engage in conversation with experts throughout the field in a comfortable setting and explore opportunities for new partnerships. What can possibly be a better environment for combining networking and relaxation?
Saturday, October 17
As branded storytelling evolves into cross-screen formats that are as different from traditional film and TV as can be, where should marketers turn for expertise? Is this a job for TV veterans or social mavens? What are the implications of relying on a new supply chain of production houses, traditional agencies, new content marketers at major agencies to deliver coherent messages? Or is this another job to bring in house? And who oversees the tech stack for integrating all of the content, metrics and reporting into existing systems?
The most powerful use of branded content may be at the point of sale and moment of truth. Increasingly, mobile users expect product reviews, demos and how-tos in digestible text, image and video formats as they pursue the aisle shelves. How do brands craft content when they know it is being accesses at the point of decision? What content are shoppers seeking at retail, through what channels and in what formats? This is when the right content to the right consumer had the opportunity to move the needle at the right moment. Mobility has made this possible. How do you leverage it?
Staffing for visual-first content creation
Making content that converts at retail