Agenda

Location:  Town Hall Terrace

The Social Media Insider Summit kicks off with a brief discussion of the many different ways that advertisers are starting to find success with their social marketing programs.

MC

Catharine P. Taylor, Columnist, MediaPost @cpealet

American Express garnered plenty of buzz in the marketing world last year when it launched “Link, Like, Love.” on Facebook, a program which delivers Cardmember deals, access and experiences based on the likes, interests and social connections of Cardmembers and their Facebook friends. But, that’s only part of the more ambitious social media strategy that has heightened visibility for American Express as innovative, current and unique among competitors.  In this Social Media Insider Summit keynote, Shari Forman, vp of global social media strategy for the company, details how the company drives brand relevance, customer advocacy and differentiation across multiple platforms including Facebook, foursquare and Twitter.

Keynote

Shari Forman, VP Global Social Media Strategy, American Express @americanexpress

When Google+ launched its brand pages in the fall, it took no time at all for more than 60 percent of major brands to sign on. But, as is the case with the fledgling social network itself, engagement with those brand pages has been low. That reality begs the question of what brands can learn by being on Google+, or whether marketers are better off spending their time elsewhere. This session puts some perspective on why it might be worthwhile to spend time and resources marketing in a social network with loads of potential, but a relatively small audience.

Moderator

Jim Yu, CEO, BrightEdge

PanelistS

Chris Boggs, Director, Search & Media Thought Leadership, Rosetta @boggles

Laura Houghton, Senior Social Media Manager, Coca-Cola

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

Jennifer Lashua, Social Media Strategist, Intel @runningjen

Michael Scissons, President, Syncapse @scissons

Kelly Jones presents research on the needs of social media advertisers, based on a Microsoft study of hundreds of advertisers around the world. Attendees will discover why social advertisers are buying paid media, what their biggest pain points are and what they believe is in store for the future. The presentation will include breakouts by key individual countries – the United States, Canada, Brazil, the United Kingdom, Singapore and France, and key advertising verticals -- automotive, CPG, entertainment, fast food, financial, pharmaceutical, retail, technology, telecommunications and travel.

Presenter

Kelly Jones, Head of Marketing Insights, Global Insights and Analytics, Microsoft Advertising

With an estimated 350 million people accessing Facebook through their mobile devices, and more than half of Twitter users accessing that service through a cell phone, the connection between social and mobile has never been closer. This creates an opportunity to retailers to use social and mobile tools to drive traffic into stores. What are some ways to do that? In this instant RFP challenge, we ask four social media start-ups their solution to a specific marketing problem, focused on driving traffic to a hypothetical retailer.

View David Berkowitz's Presentation Slides
View Irving Fain's Presentation Slides
View Jamie Tedford's Presentation Slides
View Marc Hayem's Presentation Slides
View Kristin Hersant's Presentation Slides

Moderator

David Berkowitz, VP of Emerging Media, 360i @dberkowitz

PanelistS

Irving Fain, CEO & Co-Founder, Crowdtwist @ifain

Marc Hayem, Senior Director, Alert, MicroStrategy @marchayem

Kristin Hersant, VP of Marketing, Echo @kristinhersant

Jamie Tedford, Founder/CEO, Brand Networks @jamietedford

Procter & Gamble’s Secret is intriguing as an interactive marketing case study. It's a tremendously low-involvement product with few differentiating factors. Conventional wisdom dictates that no consumer in their right mind would want to engage with such a brand, but coventional wisdom can be wrong and many methods of building deep relationships with people via the Web are highlighted. Rather than take the traditional “drive-to-product site” approach, Secret has attempted to help women be more fearless ... to utilize the full Web to communicate with consumers on their terms. This purpose is leveraged as the basis for all brand efforts, including Secret.com and a series of other “ignition events” designed to engage consumers in the brand at intervals throughout the year.

Presenter

Ian Wolfman, Partner, CMO, imc² @imwolfman

What Happens When Social and Search Results Merge? - Table Lead: Jennifer Lashua, Social Media Strategist, Intel

Making Social Media Transactional Media - Table Lead: Chris Boggs, Director, Search & Media Thought Leadership, Rosetta

Strategies for Turning a Wallflower Brand into a Social Butterfly - Table Lead: Cary McGuckin, Director of Internet Marketing, Empire Education Group

Is Your Social Media Strategy Worth the Money? - Table Lead:  Lauren Salazar, Manager, Social Media, Weight Watchers

Snorkeling at John Pennekamp Coral Reef

Relax at the Pool or Beach

Paddleboard Tour

Location: Aboard the luxury yacht "Caprice." Board at 5:15pm for the 5:30pm sharp departure from Dock C1 by the Amberjack Building.

Several recent studies demonstrate that global CMOs feel their organizations are not prepared to manage social media effectively. While the industry's focus has been on a handful of major platforms, many challenges and opportunities fly just below the radar. In this Social Media Insider Summit keynote, Michael Wiley of VivaKi discusses five emerging opportunities that many of the players in the social marketing ecosystem are missing, and why they should be considered in 2012.

Keynote

Michael Wiley, Chief Social Media Officer, VivaKi

So many social networking platforms, so little time to understand how they work -- and, more importantly -- how to transform them into marketing platforms. How can a marketer make sense of, and leverage, the huge distribution of Twitter, the buttoned-down vibe od LinkedIn, and the huge potential of viral video? In this session, panelists will give examples of how they've used these platforms,  the big differences between them, and the opportunities that lie within those differences.

View Dave Ford's Presentation Slides
View Melissa Goodis' Presentation Slides

Moderator

Catharine P. Taylor, Columnist, MediaPost @cpealet

PanelistS

Ari Brandt, CEO, MediaBrix

Dave Ford, Sales Manager, Sharethrough

Melissa Goodis, Interactive Associate Media Director, CP+B

In this case study, we’ll discuss what happened and reflect on what was learned when Hyper Island and Crispin Porter & Bogusky recently partnered to attack quite possibly the hardest brief ever: “World Peace.” In 72 intense hours, over 300 students and CP&B creatives used the power of the social web to crowdsource and engage the global community – all in the name of peace. The project utilized Hyper Island’s unique experience-based learning methodology, so it was as much about the process as the end result: A Creative Commons database of solutions for positive global change that was shared with the world – and world leaders.

Presenter

Tim Leake, Global Partnership Director, Hyper Island @tim_leake

An estimated 350 million people access Facebook's network via mobile devices, so brands need to alter their strategies accordingly to reach this growing audience. Consumers who are engaging with Facebook, and other platforms on their mobile devices, interact with it far differently than they do on their desktop machines. In this presentation, Vitrue’s Adam Archer will explore how mobile users are engaging with social networks, particularly Facebook, pulling from an analysis of social engagement of mobile Facebook users and brand pages. The session will answer some of the key mobile social questions that leading brands and marketers around the world are asking, including: Does page size matter? What type of post performs best? And, what days and times work best? Additionally, Archer will preview some of Facebook's new developer initiatives that are giving marketers the ability to create an optimized, seamless Facebook mobile experience.

Presenter

Adam Archer, General Manager, Vitrue Games, Vitrue

We know that smartphones and tablets change consumers' engagement with social media by providing near-instant access anywhere, anytime ... from the couch to the local cafe. In this session, we’ll talk to heavy mobile users from a variety of demographics to gain perspective on how social media messaging is part of the flow of their days -- impacting everything from how they go about shopping to how they watch TV ... more and more often with a mobile device in hand.

Moderator

Daniel Cooper, Project Manager, Ball State University @danielmcooper

Getting the Most Out of Your Facebook "Likes" - Table Lead: Laura Houghton, Senior Social Media Manager, Coca-Cola

Strategies for Intertwining Mobile and Social - Table Lead: Daniel Cooper, Project Manager, Ball State University

What Social Advertising Opportunities Are You Overlooking? - Table Lead: John Yi, Manager, Marketing API Program, Facebook

What Brand Marketers Can Learn from Cause-Related Social Marketing - Table Lead: Tron Jordheim, CMO, StorageMart

Golf at Hammock Course

Eco Kayaking Tour

Deep Sea Fishing

Location: The Palm Court (near main swimming pool)

Location: The Palm Court (near main swimming pool)

Social media generates data that can remake a business, not just a brand campaign. Yet few companies are set up to capture the information or package the enterprise-level intelligence that’s possible when the Internet is consumers’ emotional reaction channel. Since marketing owns social media, marketers now have an opportunity to run the company, own the data, nurture the intelligence and reshape how the organization runs, from operations to HR to customer service. In this Social Media Insider Summit, Social Strategy1’s Steve Ennen discusses marketing’s new, social media-fueled role in driving the enterprise.

Keynote

Steve Ennen, President & Chief Intelligence Officer, Social Strategy1 @EnnenSS1

Groupon may have stolen its share of the social shopping headlines over the last few months, but its model of offering daily deals that become effective once enough people have bought is but a small fraction of the opportunity for social shopping. What other types of innovations can make shopping as social online as it is offline? What makes people want to share the news of what they just bought – and make their friends interested in buying too? This session look at how broad the social commerce opportunity really is.

Moderator

Pehr Luedtke, CEO, PowerReviews @pehrluedtke

PanelistS

Ethan Goodman, Director of Digital Strategy, Arc Worldwide @EthanGG

Lance Neuhauser, CEO, The Echo System @LanceNeuhauser

Gary Reisman, Co-Founder, NewMediaMetrics @NewMediaMetrics

Aaron Reitkopf, CEO, the Americas, Profero @reitkopf

Why would a company promote the destroying of one of its products through a social media campaign? You'll find out why Mitsubishi TV, via a sponsorship on iwearyourshirt.com, is doing just that during the month of January in this as-it's-still-happening case study. The promotion includes word-of-mouth via t-shirt, prizes, and a contest for users to create the "top 5 ways our TV isn't under warranty" that will also utilize a wide variety of social media platforms, including Facebook, YouTube, and Ustream. The objective? To raise awareness and drive promotion in advance of Super Bowl television sales, enhance SEO through linked, relevant content, and generate video within MItsubishi's specific video creation needs.

Presenter

Bryan Boettger, Chief Creative Officer, The Buddy Group @bboettger

As QR Codes, URLs that point to Facebook pages, and other things turn analog into digital, there’s a new movement toward creating businesses, products and retailers that are social by design. What would a bottle of beer look like if it was designed to tap into social media? What about an apparel store? What about a rental car? A boarding pass? If social is everywhere, is social by design the final frontier?

Moderator

Joe Mandese, Editor in Chief, MediaPost

PanelistS

Gerard Bush, Chief Creative Director, The BRPR Group @GerardBush

Lars Djuvik, Vice President, Midwest Sales, Specific Media/Myspace @specificmediaus

Drew Neisser, CEO & Founder, Renegade @DrewNeisser

Nathaniel Perez, Head of Social Experience, SapientNitro @perezable

John Yi, Manager, Marketing API Program, Facebook

Moving Social Data Further Into the Enterprise - Table Lead: Nathaniel Perez, Head of Social Experience, SapientNitro

Shop Talk: Injecting Your Brand into Social Shopping - Table Lead: Kerri Noeth, Director, Social Business Strategy, Cars.com

How to Make Social Part of Your Brand’s DNA - Table Lead: Stephen Strong, Global Director of Interactive, Unilever