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Sunday, April 26
Monday, April 27
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.
- TJ Hunter , Sr. Director, Consumer Marketing , Rosetta Stone
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?
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?
- Otmara Diaz-Cooper , President and CEO , Diaz & Cooper @diazcooper
- Sean Kainec , Senior Manager, Search Engine Optimization , The Home Depot @seankainec
- Curt Odar , Director, Mobile Product Management , LivingSocial @curtodar
- Amanda Taubman , Director of Mobile Strategy , Horizon Media
- Ryan Unger , Co-Founder and CTO , Punchkick Interactive @ryanunger
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.
- Laurel Boyd , VP, Group Media Director , Mediahub/Mullen
Should Mobile Change Social and Mobile Content Strategies? - Joline McGoldrick, Director of Research at Milward Brown
New Rules of Mobile Discovery - Otmara Diaz-Cooper, President at Diaz and Cooper
Should Brands Be In Messaging Apps - Lindsay Sutton, VP/Director, Social & Engagement Strategy at DigitasLBi
Deep Sea Fishing
Eco Kayaking Tour
The Dolphin Course features fairways winding past tamarind, coconut palms and mahogany trees as well as other exotic landscaping. This is the epitome of island golf in the Keys. Glittering water hazards delight the eye and call for accuracy. This island golf course allows more margin for error off the tee, with quite generous fairways. The real test on this 6,500 yard par-71 course arrives when you get to the greens.
These large, undulating greens require careful reads to avoid the dreaded three-putt. Club selection, allowing you to get close to the flagsticks, is very important on your approach.
The western edge of the Gulf Stream is approximately 30 minutes to the east of the Club. Deep-sea sport fishermen may encounter dolphin, blackfin tuna, amberjack, wahoo, shark, marlin, sailfish and kingfish offshore, depending on the time of year. If you've never hooked into a 7-foot-long tail-walking sailfish on light spinning tackle, you're in for a thrill of a lifetime. The Club encourages tag and release for all bill fishing.
The Eco-Kayak Tour begins from Buccaneer Island and will take you through mangroves, past bird rookeries and leave you speechless as you see to the bottom of the sea floor. A unique and memorable way to enjoy the scenic waters and prestine surroundings that makes the Ocean Reef Club and North Key Largo, a one-of-a-kind place on earth.
Tuesday, April 28
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.
- Mike Grehan , Chief Marketing Officer , Acronym @mikegrehan
- Erin Kienast , SVP Innovation and Activation Director , Starcom Worldwide @TheSimino
- Alec Painter , Director, Strategy , IMM
- Doug Platts , VP of Search Strategy , iCrossing @dougplatts
- Richard Rabbat , VP of Advertising Platforms , Tango @richardrabbat
- Adam Gagliardo , Senior Director, Media and Communications , Burger King
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.
- David Plant , Director of Mobile , PGA Tour Digital
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.
Do Brands Still Need Apps? - Craig Weinberg, VP of Mobile Strategy at 3Q Digital
Second Screening 2.0 - Kacy Doster, Senior Account Director at Communicus
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour
Serviced by a state-of-the-art catamaran, this unforgettable Snorkeling outing takes you to the colorful underwater world that attracts thousands of water enthusiasts to Key Largo yearly. Depart from the Fishing Village at 2:00pm. Bell stand at the front desk can provide transportation to the boat. Immersed in pristine warm waters, you’ll experience the abundant life of North America's only living coral reef, firsthand -- at locations ideal for snorkeling and scuba diving or just enjoying the glorious sunshine. This is what makes Key Largo a worldwide destination for snorkelers and divers!
Discover the mysteries of the Everglades at South Florida's oldest alligator farm. The Everglades Alligator Farm is one of the few real working alligator farm, that doesn't process alligators. Home of the famous 14 ft. "Grandpa" alligator, the farm has an awesome staff of Airboat drivers, Alligator Experts, and even Snake handlers.
A trip to the Everglades Alligator Farm includes an exciting airboat tour of the surrounding river of grass, a walking trail around the farm to see the alligators, crocodiles, caimans, and wildlife, a great display of local and exotic snakes, and informational wildlife shows every hour.
A great way to experience some of the local environment around Ocean Reef, this laidback trip takes you through mangroves and leave you speechless as you can see clearly to the bottom of the sea floor. Meet on Buccaneer Island at the Pool Desk.
Wednesday, April 29
- Lori Ulanoff , Advocacy Marketing Manager, SoDelicious Dairy Free , WhiteWave Foods Company
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?
Mobilizing Live Events - Matt Silk Head of Strategy at Waterfall