MediaPost – OMMA Social

Agenda

8:00 AM

Registration opens and continental breakfast available

9:00 AM

Welcome and Opening Remarks

9:15 AM

KEYNOTE: How Social Media is Changing Brands at Pepsi

9:45 AM

PANEL: Using Paid Media to Drive Earned Media: The Latest Tips, Tricks and Tools

It’s now commonly accepted that in order to be successful at earned media – giving people the kinds of brand experiences that they willingly share – marketers need to invest in paid media too. As the social media world keeps evolving, though, the strategies for investing in the right paid media have to evolve as well. Is it still wise to buy portals, or does buying inventory on an ad exchange at niche targets provide better ROI? How has the practice of seeding changed with the explosion in new platforms, from Twitter to mobile? A look at how to convert dollars into social media-generated distribution.

Moderator: Alan Wolk , Managing Director, Social Media Strategy, Kit Digital
Panelist: Richard Jalichandra , President & CEO, Technorati, Inc.; Kristine Shine , Chief Revenue Officer, PopSugar Media; Tom Troja , Founder, Social Symphony; Josh Warner , President, Feed Company

10:30 AM

CASE STUDY: How Do Marketers Influence the Influencers?

11:00 AM

Coffee Break

11:15 AM

PANEL: Futurescape - Analyzing a Social Media Campaign’s Present to Predict Its Future

The emergence of social media – where distribution is carried out mostly by consumers, rather than paid media – calls for a new kind of predictive analytics, that will tell marketers how a social media campaign’s performance at any given time bodes for its future. Knowing this can be invaluable to marketers who can then react and adjust marketing efforts, and identify emerging issues that may affect a campaign’s success. But how is this measured, and how accurate are the results? How pervasively are advertisers using these tools? And who is doing the best job of it?

Moderator: Laurie Petersen , Principal, LP Strategic Communications
Panelist: Alan Bunce , Director of Product Marketing, Unica; Leslie Hall , President, ICED Media; Steve Kerho , SVP, Analytics, Media & Marketing Optimization, Organic; Tim Schigel , Founder & CEO, ShareThis.com

12:00 PM

PANEL: Virtual Goods - From Swords for Geeks to Big Brand Marketing Opportunity

You may have heard how the $1.6 billion market for paid virtual goods is exploding as social game developers, social networks, and publishers integrate them to generate revenue. But now brands are jumping into the action, because they’re interested in its ability to be highly engaging on a mass-scale, a difficult trick on the social Web. This panel discusses the results seen by key consumer brands who have taken advantage of this new medium to create integrated marketing experiences.

Moderator: Atul Bagga , Senior Research Analyst, Lazard Capital Markets
Panelist: Kareen Balsam , E-commerce Manager, Godiva; Geoff Cook , CEO, myYearbook; Nir Eyal , CEO, AdNectar; Caroline Morgan , Client Director, Blast Radius, Part of the WPP Network; Alex Rampell , Co-Founder and CEO, Trialpay

12:45 PM

Lunch

1:00 PM

Sponsor Lunch Presentations

1:45 PM

CASE STUDY: TurboTax

The rise of social media has meant that content about a brand is a compilation of official brand messages and user-generated content, like customer reviews, that have at least equal weight in the minds of target audiences. In this case study keynote, TurboTax and Dailey show how they curated consumer content about TurboTax in a way that could truly benefit the client’s customer base, by sorting through millions of product reviews to find the single one that was most compelling to individual consumers, be it a review from a Facebook friend, or someone with the exact same tax situation. While reviews of a product or service are compelling, this case study shows how filtering user-generated content can make for a better outcome for users, and marketers. View Presentation Slides

Keynote: Nick Collier , SVP, Interactive Creative Director, Dailey; Christine Morrison , Social Media Marketing Manager, Intuit; Jason Simon , Senior Vice President of Sales, StrongMail

2:15 PM

PANEL: Cashing in on Conan - How Social Media Can Goose Ratings, And Your Brand, Too

A funny thing happened on the way to the tweetstream: ratings for major TV events, from Conan O’Brien’s last "Tonight Show" to March Madness to the Super Bowl, are all huge. The watercooler effect of social media is largely responsible, creating a new form of reach and frequency that is having a powerful impact on the fragmented TV landscape. What are the implications of this new phenomenon on not only entertainment properties, but brands? And how can they effectively harness the social audience to their benefit?

Moderator: Catharine P. Taylor , Columnist, MediaPost
Panelist: Sloan Broderick , Director of MBA, MediaCom; Karen Cahn , Head of Sales, YouTube Partners, YouTube; Ed Carey , VP Sales, Undertone Networks; Gannon Hall , EVP, Global Marketing, KIT Digital; Ian Schafer , CEO, Deep Focus

3:00 PM

PANEL: Twitter Finally Has an Ad Model, So Where Do Brands (and Twitter) Go From Here?

After years of waiting, Twitter finally announced its “Promoted Tweets” ad model in April, a system that combines social networking staples like retweeting and replying with some features similar to Google’s wildly successful ad model. What are some of the advertisers and agencies who are currently using Promoted Tweets discovering as they test out the service? What ads resonate, and what don’t, and how will the ads fare when they leave the confines of Twitter search and move out to the tweetstream? And, how will Twitter’s move to ban third parties with similar models affect not only advertisers, but the companies as well? This panel will analyze Twitter’s first attempt at making real money.

Moderator: David Berkowitz , VP of Emerging Media, 360i
Panelist: Max Kalehoff , VP Product Marketing, Syncapse; Eric Oldfield , Co-Founder & SVP, Sales & BizDev, LiveIntent Inc.; Derek Rey , VP, Sales & Marketing, Ad.ly; Julie Riven , VP, Consumer Marketing, Bravo Media

3:45 PM

Coffee Break

4:00 PM

PANEL: When Facebook Is Everywhere - Ramifications of the Controversial Open Graph API

Facebook’s ubiquitousness has been ratcheted up several notches with the release of its Open Graph API, which brings more Facebook functionality out onto the Web. While tens of thousands of publisher sites have installed Open Graph tools, and Facebook has also rolled out deeper instant personalization features to a handful of prominent sites, the moves set off a firestorm among consumers that led Facebook to rethink its beliefs about how much data consumers really wanted to share and with who. Given the controversies over privacy, how should marketers proceed in such a way that they can reach their customers on Facebook but protect, and respect, how they want their data to be used? On this panel, some Facebook developers and other experts discuss Facebook’s game-changing steps in the socialization of the Web.

Moderator: Mike Germano , President, Co-Founder, Carrot Creative
Panelist: Reggie Bradford , CEO, Vitrue; Martin Green , COO, meebo; Andrea Harrison , VP, Strategy, Razorfish; Noah Mallin , Director of Social Media, Reprise Media; Jamie Tedford , Founder/CEO, Brand Networks

4:45 PM

PANEL: How will Mobile Social Change Commerce?

The most magical marketing environment for anyone with something to sell would be one that marries the right person, with the right place, with the right product with the right time. But this is no longer a dream. Suddenly, we’re at a point where all of those things can be brought together, with social as the glue that connects them. With more and more social activity taking place on mobile, and companies such as Facebook and Google now embracing QR codes, which create a shorthand in which profile data could be read by merchants at the point of sale, the era of in-store customized marketing is almost upon us. What will it look like? And is the early success of companies such as Foursquare indication that portable social profiles are the wave of the future?

Moderator: Erik Sass , Reporter, MediaPost
Panelist: Eric Friedman , Director of Business Development, Foursquare; Paul Kultgen , Director Mobile Media and Advertising, The Nielsen Company; Chris Mahl , SVP, Chief Brand Alchemist, SCVNGR; Jason Snyder , SVP, Innovation, MRM Worldwide; Erin Wilson , Mobile Sales Specialist, Microsoft Advertising

5:30 PM

Cocktail Party sponsored by the Social Media Insider Summit

“MediaPost continues to host valuable industry events. The OMMA events and summits are well attended by the right people in our space to facilitate open conversations around how we can continue to grow online media. I find the conferences well thought out in terms of content and well attended by the kind of people our company needs to talk to.”

Jeffrey K. Hirsch
President & CEO
AudienceScience

“MediaPost’s Summits are a great opportunity to meet industry experts and learn about the movement in the digital space. I returned from the three days with a plethora of new contacts. It was the perfect environment to learn and network.”

Megan Goett
Vice President of Marketing
Citigroup

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