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Wednesday, January 29
Welcome Cocktail Party
Thursday, January 30
Welcome and Opening Remarks
For most advertisers and agencies, the infrastructure for social marketing is in place. Your practice is staffed, you have a strategy, you’ve got a roster of vendors you feel you can rely on, you’ve got a clear idea of what social platforms you prefer, and, most importantly, you have the data to empower it all. But with Big Data can come big problems, which makes using data less useful than it could be, and this can slow down efforts to utilize it in the real-time ways that 21st century marketing requires. How are major agencies and brands conquering the data challenge, turning quantity into quality? How are they ensuring that they can analyze social data quickly enough to act on it? And how can you use improved data and analytics to improve ROI?
Presentation: Case Study
For all of the clamor in 2013 around brand newsrooms and real-time – not to mention Oreo’s now one-year-old Super Bowl tweet – something was missing when most brands tried to jump on the bandwagon: relevance. It’s one thing if you’re a baby wash brand and you use Twitter to welcome the royal baby into the world; it’s another if you see the royal birth as a totally incongruous opportunity to distribute discount coupons to your fast food chain. Being relevant in real-time is harder than it looks, and it also requires a customized look at what your brand offers and what your customers want. How are smart marketers figuring out when it is the right time and place for their brand’s voice? How can you tell when all you might be doing is “newsjacking” a current event? And how do you measure success? At this Summit panel, you’ll figure out how to be real-time … and relevant.
If there’s one thing that hasn’t changed in social marketing lately, it’s the trend toward consolidation. Salesforce, Adobe, Oracle … all now offer one-stop solutions across a wide spectrum of digital expertise from listening platforms and social analytics tools to cross-platform marketing solutions that integrate email, mobile, social and more. The one-stop solution has always been enticing for its integration and potential cost-savings, but is it always the right thing for your agency or brand? On this Social Media Insider Summit session, panelists will look at the advantages and disadvantages of the one-stop solution, answering questions such as when an independent solution might be best for your brand’s needs ,and how to figure out what products you really need when your provider says they have it all.
Friday, January 31
In marketing circles, it’s been one of the memes of the last year: “brands are publishers!” This session will look at what advertisers and agencies need to be doing once they’ve made the commitment to publish. While many brands have gotten their heads around their new roles as producers of content that goes way beyond the 30-second spot, this session will look at how brands are approaching content distribution, curating social content, using analytics to drive their content strategies and proving ROI.
Presentation: How to Build a Newsroom: One Agency’s Approach
While the heads of social at agencies and advertisers focus on the big picture, the rubber truly meets the road when community managers directly interact with social consumers; it’s a job that requires good instincts, quickness, personality and a feel for the brand voice. But that’s not all. Community managers also need the support of those around them from simple empowerment to the kind of data that leads to better interaction. During this session, community managers tell them what they really need to do their job, and it’s not just a MacBook Air.
Saturday, February 1
While most social marketers huddle around a few key social platforms, like Facebook and Twitter, it can sometimes be hard to figure out when social platforms and strategies might call for changes. Maybe your Twitter following has become less engaged , or your product line-up has changed in such a way that your Facebook presence calls for several different marketing initiatives – or maybe your company enthusiastically jumped into Pinterest only to wonder, some time later, what you are doing there at all. Commitments to strategies on social platforms are hard to break, but in this Social Media Insider Summit session, we’ll look at what the signs are that it’s time to shift course, and how to develop a new approach.
When Edelman hired VivaKi’s Chris Paul late last year as the company’s first global director of paid media, it was the latest sign that paid, owned and earned media, which for decades have moved on parallel tracks, are increasingly coming together. The best social marketing strategies employ an alchemy that mixes all three together, playing them off one another for the benefit of the entire campaign. But most companies don’t have the luxury of putting the management of paid, owned and earned data streams under the same roof or even within the same silo within their organization; how do they get paid, owned and earned to work together? In this session, executives who’ve had to bridge these gaps discuss the best practices for breaking down walls, and building social marketing success.