Our Programming Committee is working on putting together the agenda with the latest topics. Please check back on the site often for real-time updates on session details and speaker line-up! Meanwhile you can take a peek at the Previous Event's Agenda.
Previous Event Agenda
Social Media Insider Summit: Jan 2014
- Catharine P. Taylor , Senior Editor, MediaPost
Being active in social channels doesn’t guarantee marketing success, help a brand project the image it wants or leverage social’s biggest strength: the ability for users to share interesting content. This was the challenge Visa faced in February 2013, when the brand, which was heavily associated online with deals, discounts and financial information, took a hard look at its social strategy; it ranked 7th in community engagement in the financial services category according to Unmetric. It needed not only to lift its position among financial services brands, but to also entice users into sharing content about the experiences a brand like Visa can make possible. With its agency, MRY, the brand created #GoInSix, a campaign focused on six: 6-word stories, 6-picture vignettes, and 6-second films--a storytelling construct told through the lens of six. With the help of influencers, the campaign exploded to 284 million earned impressions, and yes, the brand moved to no. 1 in financial services, and no. 2 among lifestyle brands. We’ll kickoff this Social Media Insider Summit with a campaign that inspires, presented by MRY’s Matt Rednor.
- Matt Rednor , Chief Strategy & Innovation Officer, MRY
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?
- Carree Syrek , General Manager/North America, Whispr Group
- Sean Black , Managing Partner/Group Digital Director, Mediacom
- Anne Czernek , Senior Research Analyst, Millward Brown
- Jack Harvey , EVP/Partnerships, Gnip
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.
- Drew Neisser , CEO & Founder, Renegade
- Teresa Caro , Senior VP/Social and Content Marketing, Engauge
- Anne-Marie Kline , Senior Vice President / Managing Director BrandLIVE, DigitasLBi
- Adam Naide , Executive Director of Marketing/Social Media, Cox Communications
- Marshall Wright , Head of Social, T3
Yes, social data is all around us, but its ubiquity by no means makes social data complete. During this Social Media Insider Summit conversation, MediaPost editor-in-chief Joe Mandese will lead a discussion about what social data will measure in the future. While engagement metrics have been the primary ROI measure, what technologies are meeting the need to measure actual conversions to purchase? As targeting by social identity become more fine-tuned, how will we know when social targeting is too narrow, and when it is too broad? What is the future of sentiment tracking, as it moves from today’s positive, negative or neutral to measuring a broader range of emotions? And what happens when my smart car knows more about me than I do?
- Joe Mandese , Editor-in-Chief, MediaPost
- John Doughney , Client Partner, Facebook
- Michoel Ogince , Director, Platform & Product Strategy, Big Fuel Communications LLC
Help! How Do I Manage All This Data? - Table Lead: Carree Syrek, General Manager/North America, The Whispr Group
Getting Real About the Benefits of Real-Time - Table Lead: Drew Neisser, CEO & Founder, Renegade
Status Update: Sharing Thoughts on Facebook - Table Lead: JD Doughney, Client Partner, Facebook
Catamaran Sailing Tour
Kayaking, Bryant Bayou
Ocean Flow Yoga
Golf at the Sanctuary Golf Course
From storytelling and user generated content, to native advertising, data collection and privacy, the world of social media ends up touching upon many areas of the law. During this session, Vejay G. Lalla, Advertising, Marketing & Promotions Partner at Davis & Gilbert, will examine the most important social media issues of 2013 and discuss where social media is heading, its impact on privacy, how it continues to integrate into mobile, search, e-commerce, video and brand building, and the concerns marketers will face moving into 2014 and beyond. Lalla will also take a look at potential challenges marketers must recognize in order to maximize the benefits of using digital and social media platforms to amplify their marketing campaigns.
- Vejay G. Lalla , Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP
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.
- Joe Mandese , Editor-in-Chief, MediaPost
- Matthew Knell , VP, Social and Community, About.com
- Paul Schoknecht , Senior Partner, Digital Experience Director, JWT Atlanta
- Adam Wexler , Founder/Chief Strategy Officer, Insightpool
- Marcus Whitney , Founder/CTO, Moontoast
Many have lauded the success of the rapid-response approach that led to Oreo's Super Bowl “Dunk in the Dark” tweet, but there is still little consensus on how to structure a brand newsroom. 360i, the agency behind the tweet, will share an insider’s perspective on how to become more timely and relevant by exploring various brand “newsroom” styles, as well as how to implement the right one for a brand. As brands and agencies react to the evolving digital and social landscape, understanding how to establish the right organization, infrastructure and process can help any brand become more agile, empowered and culturally relevant.
- Matt Wurst , Director of Social Marketing, 360i
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.
- Catharine P. Taylor , Senior Editor, MediaPost
- Annie Heckenberger , VP/Community Trailblazer, Red Tettemer O’Connell + Partners
- Aaron Kaufman , Community Strategist SCE Santa Monica Studio, Sony Playstation
- Kasey Skala , Digital Communication Manager, Great Clips
- Zachary Wright , Social Media Strategist, Razorfish
Social media is now swimming in actionable data, but that doesn’t mean brands and agencies should forget the power of coming up with the main course -- great ideas that people want to share. That’s where people like Jason Headsdotcom (nee Sadler) come in. From appearing on The Today Show for getting paid to wear t-shirts, to being on the front page of the USA Today for selling his last name, Jason has never been shy about using his creativity to get exposure for businesses and himself. Jason has created thousands of pieces of unique content on multiple social media platforms to support his businesses. Constantly optimizing the content for best consumption, and watching engagement trends has helped Jason to continue to grow his community and notoriety for his projects. In this Social Media Insider Summit session, learn how he combines data and creative to get brands noticed.
- Jason SurfrApp (formerly Jason Sadler) , Founder/CEO, IWearYourShirt
What Newsroom Is Right for My Brand? - Table Lead: Michoel Ogince, Director, Platform & Product Strategy, Big Fuel
Managing Your Community Manager - Table Lead: Zachary Wright, Social Media Strategist, Razorfish
Using Data to Help Drive Creative Content - Table Lead: Holly Hamann, Co-founder and CMO, TapInfluence
Golf at Captiva Island Golf Club
Gulf Fishing Charter
Remote Island Hop & Dolphin Cruise
While most social marketers huddle around a few key social platforms, like Facebook and Twitter, it can sometimes be hard to figure out when it’s time to branch out and find your audience in new, compelling platforms outside of these stalwarts. During this Social Media Insider Summit session, panelists will discuss topics including: how to analyze your strategy and objectives to bring new platforms into the fold; making sure that the content you produce for a new platform truly takes advantage of its unique properties and ethos, and how to put in place a plan that can support and scale to the new opportunities a new platform presents.
- Jonathan Schwartz , CEO, Bullseye Strategy
- Carlos Gil , Manager, Social Media, Winn-Dixie
- Susan Marshall , Senior Director/Product Marketing, ExactTarget
- Lora Schaeffer , VP of Social, Resource
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.
- Ross Fadner , Director of Event Programming, MediaPost
- Rebecca Kaykas-Wolff , Group Manager/Social Media Marketing & Advertising Solutions, Adobe
- Erick Mott , Director, Social Business, Oracle
- Chris Paul , Global Director of Paid Media, Edelman
Best Practices for Evaluating New Social Platforms - Table Lead: Timothy Doherty, Head of Agency Social Sales, Kenshoo
Getting Paid, Owned and Earned to Play Nice - Table Lead: Teresa Caro, Senior VP/Social and Content Marketing, Engauge