MediaPost – Social Media Insider Summit

Agenda

February 10, 2013

5:30 PM

Welcome Reception Cocktail Party

February 11, 2013

8:00 AM

Full Breakfast

8:15 AM

Sponsor Breakfast Presentation

8:45 AM

Welcome and Opening Remarks

9:00 AM

Opening Keynote: Mobile and Social: Keeping Up With Consumers On the Go

9:30 AM

Panel: So Your Facebook Developer Isn't "Strategic". Does It Matter?

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.

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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

10:15 AM

Presentation: Going Private in Public: Reclaiming Privacy in the Age of Openness

10:45 AM

Panel: Triple Play: Making Paid, Owned and Earned Work Together

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.

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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

11:30 AM

Debate: The Future of Social TV

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

12:00 PM

Roundtables

12:45 PM

Lunch

1:00 PM

Sponsor Luncheon Presentation

2:00 PM

Afternoon Activities

5:15 PM

Sunset Cruise Cocktails

7:00 PM

Dinner

February 12, 2013

8:00 AM

Full Breakfast

8:15 AM

Sponsor Breakfast Presentation

8:45 AM

Keynote: The Meta-Audience: What It Is and Why It’s Important to Your Brand

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.

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Keynote: Jennifer Winberg , Global Social Strategist, Momentum Worldwide

9:15 AM

Panel: Staffing Up: How Marketers Can Build a Strong Social Team

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

10:00 AM

Debate: The Future of Instagram

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

10:30 AM

Consumer Panel: Getting Real About Social Usage

11:15 AM

Panel: Going Custom: Moving Beyond Commoditized Social Analytics and Intelligence Tools

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.

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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.

12:00 PM

Roundtables

12:45 PM

Lunch

1:00 PM

Sponsor Luncheon Presentation

2:00 PM

Afternoon Activities

6:30 PM

Cocktail Party

7:30 PM

Dinner

February 13, 2013

8:00 AM

Continental Breakfast

8:30 AM

Keynote: Building A Social Persona: The Experience of Hearst Digital

9:00 AM

Panel: Native Advertising: Is It as Natural As It Seems?

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.

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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

9:45 AM

Debate: The Future of Tumblr

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.

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Moderator: David Rollo , Chief Strategy Officer, BLiNQ Media
Panelist: Dave Surgan , Communications Manager, Morpheus Media / Createthe Group; Marshall Wright , Head of Social, T3

10:15 AM

Panel: Should Social Responsibility Come with Social Media Marketing?

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.

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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

11:00 AM

Roundtables

12:00 PM

Conference Concludes

SUMMIT OVERVIEW
Spend three days building relationships with top-tier brand marketers and industry innovators in social media. Our half-day content sessions followed by resort activities, cocktails and dinner parties provide the perfect mix of intense knowledge sharing and connections with the people you want to meet and need to know.

Attendance is capped to ensure an intimate learning and networking environment – by the end of the three days, you will head back to the office relaxed and recharged with a new perspective on the industry and lifelong contacts.

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