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Catharine P. Taylor , Columnist, MediaPost

Consumer usage of mobile devices, from phones to tablets, has taken off in the last few years. The shift has been rapid and presents challenges for both brands and agencies. What are consumers doing in social, particularly on Twitter? How can brands and agencies effectively engage with consumers on the go? In this Social Media Insider Summit keynote, Guy Yalif, Twitter’s head of global product marketing, discusses mobile behavior on Twitter and elsewhere, and what this means for marketers.

Keynote

Guy Yalif , Head of Global Product Marketing, Twitter

Last September, Facebook drew a new, stark distinction within the massive ranks of Facebook Preferred Marketing Developers by giving a dozen, out of literally hundreds, Strategic Preferred Marketing Developer status. According to Facebook, this select group of developers will have early access to the social network’s tools and services, and will also play an active role in developing its products going forward. But if the Facebook marketing developer you’re aligned with isn’t among them, is it truly important? Or a distinction that, in the end, doesn’t really matter? This panel will tease the answers out.

Moderator

Drew Neisser , CEO & Founder, Renegade

Panelist

Erica Barth , VP, Products & Partnerships, Resolution Media

Lucy Jacobs , COO, Spruce Media

Chris Smith , Senior VP/Enterprise Social Media Marketing, Bank of America

Patrick Toland , Chief Revenue Officer, Optimal

In an era when living publicly is becoming the default, people are coming up with creative ways to carve out private spaces in their lives. Rather than rejecting today¹s ubiquitous social media and sharing tools outright, they are reaping all the benefits of maintaining a vibrant digital identity while gradually defining and managing a new notion of privacy for the 21st century. Moving forward, the issue is not whether online privacy is dead, but rather how to enable people to control the digital information stream connected to their personal lives as needs and relationships evolve over time. This session will look at the myriad ways people are building privacy back into their lives and provide advice for brands on how to ease consumer concerns around online privacy.

Presenter

Ann Mack , Director of Trendspotting, JWT

Even as social media is often still treated as a distinct marketing vertical, the fact is that it’s now a big part of nearly every marketing campaign, whether it’s an intentional component or not; consumers simply expect that they will share worthy marketing content, while marketers are more likely than ever to create content that is intended to be shared. But this convergence of paid, owned and earned media creates issues for those who want to make sure all three work together well, from building analytics that work seamlessly across all three to making sure that real-time results are leveraged to continue a campaign’s success. This panel will discuss best practices in building a converged media strategy.

Moderator

Jason Stein , Founder/President, Laundry Service

Panelist

Joe Doran , Founder, CEO, Rallyverse

Michele Doyle , VP, Partnerships and Channel, Shoutlet

Patience Elfving , Director of Channel Partnerships, Kenshoo Social

Erin Hoskins , Senior Director, Audience Development/New Media Marketing & Services, Meredith

Brian Kotlyar , Director of Marketing, Dachis Group

For many consumers, social TV is a habit, as keeping one eye on Twitter and another on the TV screen has become de rigueur, particularly during live events like the Olympics or the presidential election. And, of course, a number of companies have tried to play into this media consumption behavior, from TV networks to start-ups. But, as the industry matures, the question remains, who, besides highly-engaged consumers, benefits from social TV. In this Social Media Insider Summit debate, we’ll present data from comScore and hear from two experts who will debate their visions of where social TV goes from here.

Moderator

Joan Fitzgerald , Vice President Television and Cross-Media Solutions, comScore, Inc.

Panelist

Jason Hoch , Senior VP, Customer Strategy and Product Marketing, Echo

John Mitchell , Senior VP/Digital Strategy, CSE

How to Pick the Right Facebook Developer
Getting Paid, Owned and Earned Providers to Play Nice
Does My Brand Need a Social TV Strategy?
The Social/Mobile Consumer

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Kayaking

The modern person is not just a protagonist in his or her own life story, but a connected protagonist. Never before have people had the technology to reach such a potentially large and ongoing audience, and that has implications for just about any marketer; it means you have to be not only concerned with your audience, but – despite what you might think -- with the audience’s audience. In this Social Media Insider Summit keynote, Momentum Worldwide Global Social Strategist Jennifer Winberg discusses this meta-audience, and how it applies to almost everything brands create. Specifically, he will look at the behaviors of the connected protagonists that build your meta-audience, and how social currency thus becomes the most important thing any company produces, provides or facilitates in a co-creation economy where both brands, and people, can create for -- and reach -- large audiences.

Keynote

Jennifer Winberg , Global Social Strategist, Momentum Worldwide

While more and more marketers are committed to the idea of having a strong social presence, that doesn't mean that they know how to build a team capable of carrying it out. It requires not only people to man the brand Facebook page and twitter account, but also individuals capable of building a comprehensive paid, owned and earned strategy. How do you find those people, what qualifications do they need, and where you can find them? On this Social Media Insider Summit panel, you'll find out.

Moderator

Carree Syrek , Chief Strategy Officer, Kinetic Social

Panelist

Ranvir Gujral , Co-Founder, Chute

Toni Jones , Social Media Manager, U-Haul International

Vik Kathuria , Managing Partner, EVP, Digital Investment Group, Mediacom Interaction

Geoff Shenk , Chief Revenue Officer, Ampush

It’s obvious that Instagram, which was bought by Facebook for $1 billion in April 2012, has a future. Since the acquisition, the photo-sharing app grew from 1100 percent, to 11 million users. An August comScore report said that mobile users spent 34 percent more time on Instagram than on Twitter, in another sign of how powerful Instagram is. Still, a recent brouhaha over a terms of service change -- which could have had commercial implications -- shows just how delicate the balance between user experience and commerce can be, and that appears to be having a detrimental affect on Instagram usage. In this Social Media Insider Summit two people familiar with the service will point out what they think its future is.

Moderator

Catharine P. Taylor , Columnist, MediaPost

Panelist

Alan Edgett , Co-Founder, GetPerception

Nathaniel Perez , Global Head of Social Experience, SapientNitro

In this popular Social Media Insider Summit panel, consumers tell the audience how they really use social media, and give other insights into their digital media habits. What they say will surprise you.

Moderator

Michelle Prieb , Senior Account Supervisor, Edelman Digital

It can certainly be argued that social listening, analytics and intelligence tools have matured to the same level as the platforms they gather data from. That’s typical of any new technology; after a period of rapid, differentiating advancement, there is a plateau where the new technology becomes commodity and any competitive advantage of using it dissipates. So how can advertiers get a leg up on their own social analytics? Increasingly, they are building and implementing custom analytics to find information relevant to their brands and their objectives. In this session, panelists explore how to make your analytics your own.

Moderator

Dave Ambrose , Senior Director, Mobile and Social, Travelzoo

Panelist

Eric Berkowitz , Head of Product Innovation, Tracx

Teresa Caro , VP, Social Marketing, Engauge

Fahad Khan , Chairman and CEO, One Public, Inc.

Talk to the Consumers: How Real People Really Feel About Social
How to Evaluate Social Analytics Providers
Marketing Using Image-based Social
Building a Social ecommerce Presence

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Wave Runner
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Remote Island Hop and Dolphin Cruise

A single like, tweet, or share has the potential to create hundreds of thousands of impressions that are instantly distributed around the world. As brands and publishers alike focus more on distributing content via social platforms there will be more and more competition for exposure; therefore, cutting through the clutter will require brands and publishers to develop a distinct persona and voice, a wiliness to interact with others, and the ability to create content that others will not only consume, but share. In this Social Media Insider Summit keynote, Brian Madden, Hearst Digital’s Executive Director of Audience Development and Social Media, will share how Hearst has been building its social presence in 2012 and its plans to more deeply integrate social sharing on its portfolio sites.

Keynote

Brian Madden , Executive Director of Audience Development and Social Media, Hearst Digital

Native advertising, which essentially makes ads a part of the content, is all the rage these days on the social Web. As the theory goes, these ads should work better because they are fully integrated into the advertising experience. However, any ad medium which brushes up so close to other content is bound to generate controversy, and so it is with native advertising. While some herald it as the next big thing, others say it has the potential to damage brand trust. Panelists in this session will debate the pros and cons of the native advertising phenomenon.

Moderator

Joe Mandese , Editor-in-Chief, MediaPost

Panelist

Ari Brandt , CEO, MediaBrix

Chris Cunningham , Co-Founder and CEO, appssavvy

Stephan Goss , COO, Zeeto Group

Vejay Lalla , Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP

Chris Schreiber , Vice President, Communications, Sharethrough

Tumblr, the visually dynamic social platforms, may be best known as the site that spawned a million memes, from "McKayla Is Not Impressed" to "Pepper Spray Cop." however, now, it's hoping to also be known as a home for advertisers who could benefit from its creatively rich and immersive vibe. Can it pull this off? And what will it take for it to be a huge hit with advertisers? In this session, two ad executives will debate the future of an ad-friendly Tumblr.

Moderator

David Rollo , Chief Strategy Officer, BLiNQ Media

Panelist

Dave Surgan , Communications Manager, Morpheus Media / Createthe Group

Marshall Wright , Head of Social, T3

In social media, like no other medium that's come before, brands are effectively part of the public discourse, which may bring a higher level of responsibility -- and opportunity -- for brands. But how do brands do this in an organic way that is about more than piggybacking on social good as a marketing ploy? This panel will discuss where social responsibility and social marketing merge.

Moderator

Bryan Boettger , Chief Creative Officer, The Buddy Group

Panelist

Matt Blasco , Managing Director, Havas Worldwide

Maya Grinberg , Chief Evangelist and Social Media Manager, Wildfire by Google

Keith Pape , VP Social, Mobile & Emerging Media, Ayzenberg Group

Developing Your Native Advertising Strategy
Does My Brand Need to Be Socially Responsible?
Looking Beyond Facebook and Twitter to Market in Social