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Monday, May 20
Welcome and Opening Remarks
- Catharine P. Taylor, Columnist, MediaPost @cpealet
Are sight, sound, and motion the familiar tools on your creative tool belt? How much can you really engage a consumer in 140 text characters? Turns out quite a bit. In this session, we'll inspire with ideas and examples of the state of the art in creativity on Twitter.
- Guy Yalif, Head of Global Product Marketing, Twitter @gyalif
When Oreo developed a Twitter ad around Super Bowl XLVII’s infamous blackout, it was the tweet heard ‘round the marketing world. A simple message telling people that you could “still dunk in the dark,” it was fawned over by brands, many of which then jumped on the RTM bandwagon a few weeks later, during the Oscars. Predictably, some executions worked; others did not – leading to inevitable questions of how, and whether, real-time is the future of marketing. On this OMMA Social session, industry executives will discuss when, and for who, real-time is appropriate, and best practices for cutting through the RTM clutter.
- Pete Deutschman, Founder & CEO, The Buddy Group @mybuddypeted
- Michael Cascio, SVP Strategy, 140 Proof
- Jamie de Guerre, VP Product, Topsy @jamiedg
- James Kolstad, Director, Mobile & Emerging Media, USA Network
- Gian LaVecchia, Managing Partner, U.S. Digital Lead, MEC @GianLaVecchia
- Matt Wurst, Director of Digital Communities, 360i @mwurst
Ultimately, every brand manager in social media has to face the CMO – and often, the CFO – to prove that all of those “Likes”, followers and pins have actually been worth the expenditure. But, despite the many metrics and measurement tools available to social marketing executives, this is easier to said then done. How do you measure performance, is it strictly through sales, or are other metrics just as important to proving the worth of social media? How do you measure your objectives against the different costs of paid, owned and earned media? And how do you weigh short-term actions vs. long-term benefits to the brand. This panel will sift through the complexities of social performance, and how to implement the right metrics for your brand.
- Dr. Augustine Fou, Digital Consigliere, Marketing Science Consulting Group, Inc. @acfou
- Ben Arnon, Head of Global Brand Partnerships, Wildfire a division of Google @benarnon, @wildfireapp
- Thomas C. Kwon, CEO, DotBox
- Trish Nettleship, Director, Social Media & Influence, UCB @trishnet
- Thomas Panchak, Sr. Director/Digital Marketing, LifeScan division of Johnson & Johnson/Diabetes Care Franchise
- Rob Petersen, President, BarnRaisers @robpetersen
Not so long ago, business intelligence – which gave brands massive information about the wants, needs and behaviors of their customers – was the coin of the realm when it came to truly understanding the marketplace. But social has changed all that. Not only has social intelligence exponentially expanded the amount of information available, but its public nature makes it a very different beast then the closed-in focus groups and other data sources that used to dictate the relationship between consumers and brands. The shift leads to the obvious question of what the role of classic business intelligence is when there’s so much social data readily available. Does social intelligence supplement it, or supplant it?
- Carree Syrek, Chief Strategy Officer, Kinetic Social
- Matthew Conlan, Director, Client Services, tracx @tracx, @mbc0317
- Anthony Green, VP Business Development, Optimal @anthonyjdgreen
- Chris Knoch, VP Strategic Solutions, IgnitionOne @cknoch
- Beth McCabe, VP and Group Director, Social Marketing and Technology, Digitas @bethlet
- Jeff Semones, President, M80 @Semones
Engagement. Convergence. Mobility. Omnichannel. Over the last three years, Macy's has evolved from using these as buzzwords, to making them the core of their digital marketing strategy. In this session, Jennifer Kasper, group vp, digital media & multi-cultural marketing of Macy's will discuss how the retailer has developed social communities as a means to activate their customers, build loyalty, and drive sales.
- Jennifer Kasper, VP/Digital Media & Multi-Cultural Marketing, Macy's
With over 100 million fans and followers, Comedy Central has built a large following in social media. However, as important as that number of followers is, Comedy Central has to talk to those fans in a way that is unique to them; it’s an audience made up of some of the savviest users of social media. In this OMMA Social keynote, Don Steele, Comedy Central’s VP/Digital Marketing and Fan Engagement, will share some of the successes and challenges that Comedy Central has had in this space now, and what it plans to do going forward.
- Don Steele, VP of Digital Marketing and Fan engagement, Comedy Central @donsteele
According to Nielsen, 85% of mobile owners use their tablet or smartphone while watching TV at least once per month, with 41% using their tablets daily while watching TV. Consumers are talking with each other about their favorite reality shows, hit dramas and sporting events in real-time on social networks, websites and mobile apps, giving marketers a new opportunity to not only reach, but engage with viewers as they consume media. While most of this activity has centered on the hashtag, there’s a lot else going on as well. Television networks are looking to create “second-screen” apps and sites to engage with their audiences and develop communities around their content, and increasingly, other types of advertisers want in. How can advertisers tap into this shift in consumer behavior? This panel will explore how networks, agencies and technology providers are creating experiences that connect with consumers and generate powerful new advertising opportunities.
- Gary Reisman, Principal & Owner, NewMediaMetrics @NewMediaMetrics
- David Beck, Head of Social Media, Univision @dbecktweets
- Tom Boland, Senior Vice President Social, Ogilvy & Mather @TMB_33
- Jordan Kretchmer, Founder & CEO, Livefyre @jkretch
- Scott Maddux, General Manager, Bottle Rocket @maddux
- Suejin Yang, Vice President, Bravo Digital @suejin
LAN Airlines is a household name in South America, but needed a lift in brand awareness with U.S. tourists. The airline company thus turned to Expedia to help generate buzz in the U.S. market, leveraging emerging and innovative platforms. In 2011, LAN Airlines was a participating partner in Expedia’s FriendTrips campaign, the largest sweepstakes in Facebook history. Without having to do the heavy lifting – and heavy spending -- LAN Airlines enjoyed the success and buzz that the campaign generated. This year, LAN Airlines signed on to work with Expedia Media Solutions for a second time on a multi-platform social media campaign called South America Week, which featured a total of five South American travel brands. In this OMMA Social case study, LAN and Expedia will share their learnings on how they’ve cooperated their way to social media success, and two (or more) brands are better than one.
The good news about social media is that it’s always spinning out new platforms, from Facebook to Twitter; from Pinterest to Instagram, and, more recently, from Vine to Snapchat. And that’s also the bad news for the harried marketer who is always trying to stay on top of the latest social trends. But for every Twitter, there’s a Friendster, for every Facebook, a Myspace, making it difficult to figure out when a platform is ripe for jumping in, and when it isn’t. In this OMMA Social session, those who analyze platforms for a living will tell you how it’s done, and place their bets on what platforms to look more closely at, now.
- Michoel Ogince, Director, Platform & Product Strategy, Big Fuel Communications LLC @Twabbi
- Sarita Bhatt, Global Strategy Director, Havas Worldwide @saritabhatt
- Liz Dennebaum, Social Media Director, EPIX @LizelleD
- Mark Evans, Managing Director/Head of Social, Mindshare, North America @etrain
- Fahad Khan, Chairman and CEO, One Public, Inc. @fahadkhan
- Sharad Verma, CEO and Founder, Piqora @heysharad
Far too often, once brands and companies get big, they go from being smart and scrappy to stolid and static. In some ways, this is a by-product of the big marketing budgets that come with big branding. But start-ups can’t think that way, so they often employ growth hacking, recently defined by Brian Solis at The Altimeter Group as “the art and science of creating awareness, traction, adoption, and advocacy using unorthodox and surprising means. It’s quite literally a hack for traditional processes to accelerate business.” So what can big brands learn from the hacker ethos, and how does social play into growth hacking? This OMMA Social session will look into how start-ups are growing their businesses in unusual ways, and how marketers can follow suit.
- Catharine P. Taylor, Columnist, MediaPost @cpealet
- Joe Burton, President & COO, SocialChorus @joeburtontwtr
- Bob Gilbreath, Co-Founder and President, Pingage @mktgwithmeaning
- Nikhil Sethi, Co-Founder and CEO, Adaptly @nsethi
- Jason Stein, Founder/President, Laundry Service @jasonwstein
- Philippe Von Borries, CEO, Refinery 29 @refinery29