Agenda

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Sunday, April 26

Monday, April 27

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

Two of the fastest growing channels for human communication in the last century, mobile and social media, ran on parallel tracks for years and then finally converged. Most social network interactions now occur on mobile, and mobile is the signature communications device of the 21st Century. But what does this convergence mean for marketers? How has (or should) the migration to mobile impacted social media buying strategies, messaging, goals? And how has (or should) the deep integration of social networking on devices inform all mobile strategy. 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? 

 

PanelistS
Aaron Harvey, Co-Founder, Ready, Set, Rocket
Maile Krauss, Director of Business Development and Client Relations, Ansible Mobile
Craig Weinberg, VP of Mobile Strategy, 3Q Digital
9:45 AM
Keynote Case Study
Keynote
Adam Gafgliardo, Director, Digital Marketing and Social Media at Burger King Corporation, Burger King
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 are 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?

PanelistS
Melissa Greenberg, General Manager, NY, Fetch
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?
PanelistS
Jenna Camann, Account Director, Social Content , DigitasLBi
Paul Gray, Product Strategist, Kik
Joe McCaffrey, Head of Social Media, Huge
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. 

 

12:00 PM
Roundtables
1:00 PM
Lunch
Golf at Dolphin
Deep Sea Fishing
Eco Kayaking Tour

Tuesday, April 28

8:00 AM
Breakfast
8:45 AM
Keynote
Keynote
T.J Hunter, Director of Digital Marketing, Rosetta Stone
9:15 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?
PanelistS
Erin Kienast, SVP Innovation and Activation Director, Starcom Worldwide
Doug Platts, VP of Search Strategy, iCrossing
10:00 AM
Mobile native social networks like Instagram and Vine now have their own bankable celebrities. But how are marketing integrations into these communities and formats different from previous partnerships with video “shows?” How can marketers piggyback on these communities? What sponsored approaches work here? And what are the measures and metrics of success?
10:30 AM
Presentation
Presenter
Scott Gutterman, VP of Digital Operations, PGATour
11:00 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
Panelist
Joe Gizzi, Strategy Director, MXM
11:45 AM
Bright Shiny Objects II
Panelist
Jeffrey Malmad, Managing Director, Head of Mobile and Life+, Mindshare NA
12:00 PM
Roundtables
1:00 PM
Lunch
Snorkeling at John Pennekamp Coral Reef
Everglades Alligator Farm Trip
Stand Up Paddleboard Tour

Wednesday, April 29

8:00 AM
Breakfast
8:30 AM
Keynote
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?

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? 
Panelist
Rachael Hadaway, Vice President of Client Solutions, Dunnhumby
10:45 AM
Roundtables
11:30 AM
Conference Concludes