Agenda

Add to my calendar

Sunday, April 26

6:00 PMTown Hall Lawn & Patio

Monday, April 27

7:30 AMGreat Heron Hall
Registration Opens
8:00 AM
Breakfast
8:45 AM
Opening Remarks
MC
Steve Smith, Editorial Director, Events, MediaPost
9:00 AM

This isn’t Clash of Clans or a 99-cent impulse buy game. Rosetta Stone needs to drive potential customers ultimately to a $199 language learning app. It takes multi-channel storytelling, everything from organic social presence to Facebook ads, TV spot brand building to mobile video that outlines feature sets. T.J. Hunter walks us through how the  Rosetta Stone brand builds its product story and measures impact and results across channels.

Keynote
T.J Hunter, Director of Digital Marketing, Rosetta Stone
9:30 AM

The three fastest growing channels for human communication in this century, mobile, social media and digital video, ran on parallel tracks for years and then finally converged. Most social network interactions and digital video consumption now occur on the signature personal communications device of the 21st Century. But what does this convergence mean for marketers? How has (or should) the migration to mobile impact social media buying strategies, messaging, goals? And clearly, social and messaging app video (Vine, Snapchat, Periscope) are miles away from TV or even online video as we know it. We set the table for this special Summit by asking the big question first. Are marketers realizing and making the most of this massive convergence of channels?

Moderator
Joline McGoldrick, Research Director, Millward Brown
PanelistS
Aaron Harvey, Co-Founder, Ready, Set, Rocket
Joe McCaffrey, Head of Social Media, Huge
Ricardo Salema, Creative Director, Isobar US
10:15 AM

As social media drives ever more mobile traffic and we even see social media like Twitter integrated with Google search results, how is the game of discovery changing for marketers? The confluence of social media, apps, search and mobile is complicating and fragmenting every channel. Search used to be the  dominant intent signal, eventually challenged by social. But mobile, location awareness, verticalized search via apps, deep linking and more are blowing up old assumptions about how content gets shared and discovered. How do brands get noticed now?

Moderator
Otmara Diaz-Cooper, President and CEO, Diaz & Cooper
PanelistS
Sean Kainec, Senior Manager, Search Engine Optimization, The Home Depot
Curt Odar, Director, Mobile Product Management, LivingSocial
Amanda Taubman, Director of Mobile Strategy, Horizon Media
Ryan Unger, Co-Founder and CTO, Punchkick Interactive
11:00 AM
The rise of messaging apps was the mobile story of 2014. The race to commercialize these experiences is the treacherous journey of 2015. What are we learning from the early tests about when, whether and how much users of person-to-person communications platforms really want brands there at all? Many of the apps aspire to be media platforms, but do users want their news and entertainment here? Didn’t these chatters flock to the new genre in part because they were more intimate, less cluttered, and controllable than older social media? How can marketers be part of the conversation?
IntervieweeS
Devrin Carlson-Smith, Head of Strategic Development - Brands and Agencies, Kik
Lindsay Sutton, VP/Director, Social & Engagement Strategy, DigitasLBi
Interviewer
Tanya Irwin, Senior Reporter and Editor, MediaPost
11:45 AM

Traditionally, agencies act as filters for their clients. They identify the trends and technologies truly worth a marketer’s attention. We end the first day of the Mobile Insider Summit asking a senior agency executive to do just that for us - present two or three "picks" of startups, apps, ad formats or technologies that are more than just bright and shiny and should be on your radar into 2016. 

 

Presenter
Laurel Boyd, VP, Group Media Director , Mediahub/Mullen
12:00 PM

Should Mobile Change Social and Mobile Content Strategies?Joline McGoldrick, Director of Research at Milward Brown
New Rules of Mobile DiscoveryOtmara Diaz-Cooper, President at Diaz and Cooper
Should Brands Be In Messaging AppsLindsay Sutton, VP/Director, Social & Engagement Strategy at DigitasLBi

12:45 PM
Lunch
Golf at Dolphin
Deep Sea Fishing
Eco Kayaking Tour
6:30 PMPalm Court
7:30 PMPalm Court

Tuesday, April 28

8:00 AM
Breakfast
9:00 AM

Mobile video isn’t just about devices or screen size – it’s about behavior. Your video needs to be relevant to where the viewer is, what they’re doing, and how they’re connecting. Mindshare’s mobile and wearables lead shares his do’s and don’ts for marketers, his take on where the landscape is today (and where it’s going), and how adaptive mobility comes into play.

 

Keynote
Jeff Malmad, Managing Director, Head of Mobile and Life+, Mindshare NA
9:30 AM
One of the key selling points of so-called native advertising is that it lets marketers distribute messages that consumers not only experience as content but are more willing to share. Now that in-feed advertising has become the norm for many publishers, how do clients get the scale they need through sharing and optimization? What sharing behaviors are we seeing in this format and do we need tactics and approaches that are different from the desktop? And is this market simply dominated by app install promotions? What can brands do here?
Moderator
Mike Grehan, Chief Marketing Officer, Acronym
PanelistS
Erin Kienast, SVP Innovation and Activation Director, Starcom Worldwide
Alec Painter, Director, Strategy, IMM
Doug Platts, VP of Search Strategy, iCrossing
Richard Rabbat, VP of Advertising Platforms , Tango
10:15 AM
With exponential growth in mobile usage brands have arguably more opportunities to connect with current and potential consumers. However, are the current offerings for brands to enter into this space evolving at the same pace as technology and consumer behavior? Hear about three recent mobile-social marketing endeavors and the resulting learnings that both marketers and publishers alike can benefit from.
Presenter
Adam Gagliardo, Senior Director, Media and Communications, Burger King
10:45 AM

As web users continue to shift more and more to mobile devices, an increasing number of websites have started moving towards platform responsive/adaptive design - as a result, apps are no longer the only channel for reaching users on tablets and phones, providing brands an opportunity to deliver a differentiated app experience as a complement to existing websites.  With this in mind, the PGA TOUR recently launched a redesigned iPad app reflecting this shift in mind set.  This presentation will focus on the strategy and execution leading up to the release of the new app, as well as the subsequent fan response and key takeaways in the time since.

 

Presenter
David Plant, Director of Mobile, PGA Tour Digital
11:15 AM

The second screen effect continues to be as enticing as it is elusive. We know consumers have their devices at hand, but these pesky humans aren’t doing quite what marketers and those second screen apps want them to do. What does it take to engage TV viewers on mobile? Are any calls to action on the first screen really resonating in second screen behaviors? Is synchronized messaging on Facebook and Twitter the answer? How effectively can the ad and social media networks intercept users on handhelds during prime time, or do they want to? We explore whether a two-screen dynamic is emerging that marketers can use.

Moderator
Kacy Doster, Senior Account Director , Communicus
PanelistS
Joe Gizzi, Strategy Director, MXM
Monson Tseng, Business Development Director, POSSIBLE Mobile
Craig Weinberg, VP of Mobile Strategy, 3Q Digital
12:00 PM
Going Native on MobileMike Grehan, CMO at Acronym
Do Brands Still Need Apps?Craig Weinberg, VP of Mobile Strategy at 3Q Digital
Second Screening 2.0Kacy Doster, Senior Account Director at Communicus

12:45 PM
Lunch
Snorkeling at John Pennekamp Coral Reef
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour
6:30 PMOcean Room Bar
7:30 PMOcean Room

Wednesday, April 29

8:00 AM
Breakfast
8:30 AM
What are key triggers across the consumer path to loyalty? The intersection of mobile, social and digital has transformed the traditional path to purchase. Learn how WhiteWave Foods, the fastest growing food company in the U.S., starts with the consumer path to loyalty when integrating digital into their brand marketing mixes. Explore primary challenges and opportunities in paid media planning, content strategy, consistency, measurement and more. Followed by a Round Table Session.
Keynote
Lori Anderson, Social Marketing Manager, WhiteWave Foods Company
9:00 AM

From sports arenas to concerts, museums to nightclubs, marketers have woken up to the many ways in which mobile is their connection to the crowd. These platforms offer marketers much more event opportunity than signage and sponsorship halo effects. From driving ticket sales to live mobile-enhanced experiences to distributing live event content via social, smartphones allow much deeper integration with the audience. How are publishers and their clients pulling these pieces together and making the most of their captive audiences?

Moderator
Vincent Au, VP, Experience Design, Rokkan
PanelistS
Seth Leeds, Head of Marketing and Support, Americas, Sponsorium
Matthew Silk, Head of Strategy , Waterfall
Brian Westerman, Director of Mobile Client Services, HelloWorld
9:45 AM
Can social networks really drive ecommerce and retail sales? Until recently performance has been mixed. But as mobilized social media is now accessible at the point of sale, “social commerce” takes new shapes. Location-awareness now lets marketers use social channels to deliver real time offers with optimal relevance. Shoppers can seek peer advice from anywhere now, as well as rate, review and rant at the moment of rage, delight or need. Millennials especially have a dual attachment to both mobile use and seeking purchase advice via social channels. How is this changing the game? Is this finally the year of social commerce? 
Interviewee
Douglas Cohen, Manager, Digital Marketing & SEO, ADT
Interviewer
Tanya Irwin, Senior Reporter and Editor, MediaPost
10:15 AM
Engaging the Consumer Across the Path to LoyaltyLori Anderson, Social Marketing Manager at WhiteWave Foods Co.
Mobilizing Live EventsMatt Silk Head of Strategy at Waterfall
11:15 AM
Conference Concludes