Agenda

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Monday, May 20

8:00 AM
Registration Opens
8:45 AM
Welcome and Opening Remarks
MC
Catharine P. Taylor, Columnist, MediaPost
9:00 AM
Morning Keynote: Creativity in 140 Characters
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.
Keynote
Guy Yalif, Head of Global Product Marketing, Twitter
9:30 AM
Panel: Trick or Tweet: Is Real-Time for Real? Is It for Your Brand?
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.
Moderator
Pete Deutschman, Founder & CEO, The Buddy Group
PanelistS
Michael Cascio, SVP Strategy, 140 Proof
Jamie de Guerre, VP Product, Topsy
James Kolstad, Director, Mobile & Emerging Media, USA Network
Gian LaVecchia, Managing Partner, U.S. Digital Lead, MEC
Matt Wurst, Director of Digital Communities, 360i
10:15 AM
Panel: What Has Social Done for Me Lately? Measuring Performance in the Age of ROI
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.
Moderator
Dr. Augustine Fou, Digital Consigliere, Marketing Science Consulting Group, Inc.
PanelistS
Ben Arnon, Head of Global Brand Partnerships, Wildfire a division of Google
Thomas C. Kwon, CEO, DotBox
Trish Nettleship, Director, Social Media & Influence, UCB
Thomas Panchak, Sr. Director/Digital Marketing, LifeScan division of Johnson & Johnson/Diabetes Care Franchise
Rob Petersen, President, BarnRaisers
11:00 AM
Coffee break
11:30 AM
Panel: What’s the Buzz: Is Social Intelligence the New Business Intelligence?
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?
Moderator
Carree Syrek, Chief Strategy Officer, Kinetic Social
PanelistS
Matthew Conlan, Director, Client Services, tracx
Anthony Green, VP Business Development, Optimal
Chris Knoch, VP Strategic Solutions, IgnitionOne
Beth McCabe, VP and Group Director, Social Marketing and Technology, Digitas
Jeff Semones, President, M80
12:15 PM
Presentation: Bringing Social Media Into the Retail Experience
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.
Presenter
Jennifer Kasper, VP/Digital Media & Multi-Cultural Marketing, Macy's
12:45 PM
Lunch
1:00 PM
Sponsor Luncheon Presentation
1:20 PM
Sponsor Luncheon Presentation
1:45 PM
Afternoon Keynote: How Comedy Central Engages With the Savviest of Fans
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.
Keynote
Don Steele, VP of Digital Marketing and Fan engagement, Comedy Central
2:15 PM
Panel: Social TV: How Advertisers Can Explore the World Beyond the Hashtag
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.
Moderator
Gary Reisman, Principal & Owner, NewMediaMetrics
PanelistS
David Beck, Head of Social Media, Univision
Tom Boland, Senior Vice President Social, Ogilvy & Mather
Jordan Kretchmer, Founder & CEO, Livefyre
Scott Maddux, General Manager, Bottle Rocket
Suejin Yang, Vice President, Bravo Digital
3:00 PM
Case Study: How LAN Airlines and Expedia Have Used Cooperative Social to Gain Awareness
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.
PresenterS
Pierina Lerida, Manager, Online Travel Agencies, North America, LATAM Airlines Group
Noah Tratt, Global Vice President of Media Solutions, Expedia
3:30 PM
Coffee break
3:45 PM
Panel: How to Evaluate Emerging Social Platforms
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.
Moderator
Michoel Ogince, Director, Platform & Product Strategy, Big Fuel Communications LLC
PanelistS
Sarita Bhatt, Global Strategy Director, Havas Worldwide
Liz Dennebaum, Social Media Director, EPIX
Mark Evans, Managing Director/Head of Social, Mindshare, North America
Fahad Khan, Chairman and CEO, One Public, Inc.
Sharad Verma, CEO and Founder, Piqora
4:30 PM
Panel: Growth Hacking: What Brands Can Learn from Start-Ups
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.
Moderator
Catharine P. Taylor, Columnist, MediaPost
PanelistS
Joe Burton, President & COO, SocialChorus
Bob Gilbreath, Co-Founder and President, Pingage
Nikhil Sethi, Co-Founder and CEO, Adaptly
Jason Stein, Founder/President, Laundry Service
Philippe Von Borries, CEO, Refinery 29
5:15 PM
Conference Concludes