October 14 - 17, 2015
Asheville, North Carolina

Content Marketing in the Visual-First World

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Agenda

Wednesday, 10/14

6:00 PM
6:00 PM ET

Thursday, 10/15

8:00 AM
8:00 AM ET
Breakfast
8:15 AM
8:15 AM ET
Sponsor Breakfast Presentation
8:15 AM
8:15 AM ET
Sponsor Breakfast Presentation
9:00 AM
9:00 AM ET
Opening Remarks
MC
Michael Winkleman, President and CCO, Leverage Media 
9:15 AM
9:15 AM ET
Keynote
9:45 AM
9:45 AM ET
Panel: What Is A Content Strategy In A Video-First Age?

Video appears to have taken the lead in many brands’ paid, owned and earned content portfolio. But just because consumption is hopelessly fragmented doesn’t mean a brand’s video strategy should be. TV, YouTube, pre-rolls, Facebook units, Vine, Instagram, Periscope, Snapchat and more challenge marketers to adapt streaming media to radically different formats and contexts. We start the summit climbing 30,00 feet for the high view. How is the current video-centric trend impacting investment, resource allocation, overall strategy? How do brands direct and parse content resources? Plan a consistent brand voice across channels? Figure out what stories they really have to tell?

10:15 AM
10:15 AM ET
Presentation: The Shattered Screen: Fragmentation and Generational Shifts

How do generational and ethnic/cultural demographics really impact how consumers access content?

10:45 AM
10:45 AM ET
Presentation: Building The Brand Newsroom

Is it journalism or just barely-veiled advertorial? That is up to the brand, its approach to content production and its aim to be part of a larger cultural conversation. We peek inside a successful brand newsroom’s strategy, process and results.

11:15 AM
11:15 AM ET
Case Study: Grand Brand Strategy
11:45 AM
11:45 AM ET
Bright Shiny Object: VR and 360 Video

Each day of the summit we ask a senior agency executive to offer a quick take on an over-hyped, bright star in the marketplace they feel really does matter to marketing.

12:00 PM
12:00 PM ET
Roundtables

What Is a Video Content Strategy?

Do You Need a Newsroom?

Demographics and Content Consumption

12:30 PM
12:30 PM ET
Lunch
1:00 PM
1:00 PM ET
Sponsor Luncheon Presentation
2:00 PM
2:00 PM ET
Afternoon Activities
Golf at The Omni Grove Park Inn
Bilmore Mansion Tour
Pisgah Mountain Bike adventures
2:00 PM
2:00 PM ET
5:30 PM
5:30 PM ET
6:30 PM
6:30 PM ET
7:30 PM
7:30 PM ET

Friday, 10/16

8:00 AM
8:00 AM ET
Breakfast
8:15 AM
8:15 AM ET
Sponsor Breakfast Presentation
9:00 AM
9:00 AM ET
Keynote
9:30 AM
9:30 AM ET
Changing The Conversation: SnapChat, Instagram, Vine, Oh, My

The message is the medium now. The hottest trends in video are the farthest thing from “lean back” media. They are short, highly engaging and part of messaging or mobile sharing apps that demand conversational, not presentational approaches to branded video. Are these organic opportunities or will they all be paid media eventually? Most of all, what stories or parts of stories really are possible for brands in these formats?

10:15 AM
10:15 AM ET
Social Mobile Case Study
10:45 AM
10:45 AM ET
After-View: Creating Community, Scale, Performance

Next generation content is not just about storytelling on different screens but leveraging that encounter to create brand loyalists and re-distributors, communities and, yes, customers. What comes after the view? How are we encouraging, measuring and valuing engagement? How are the savviest marketers using this medium to move business needle not just hearts?

11:15 AM
11:15 AM ET
Discussion: Native And The New Distribution

Three years into the native ad trend, it is time to ask if this loose collection of formats risks going the way of banner ads – towards invisibility through familiarity. Programmatic and content recommendation networks promise to redistribute branded content with the same ease and reach as display advertising, but with better results. Are they extending the original effectiveness of native or diluting all forms of native? How does any marketer’s content stand out when all advertising is pretending not to be an ad?

 

11:45 AM
11:45 AM ET
Bright Shiny Object II: Personal Broadcasting – Meerkat, Periscope
12:15 PM
12:15 PM ET
Roundtables

Mobile Social Video

Measuring Impact, ROI, Conversion 

Combatting An Invisible Native Ad Future

12:45 PM
12:45 PM ET
Lunch
2:00 PM
2:00 PM ET
Afternoon Activities
Hiking at Craggy Gardens
Rafting, Canoeing, & Kayaking at Blue Ridge National Park 
Networking at Resort pool
2:00 PM
2:00 PM ET
2:00 PM
2:00 PM ET
6:30 PM
6:30 PM ET
7:30 PM
7:30 PM ET

Saturday, 10/17

8:00 AM
8:00 AM ET
Breakfast
8:45 AM
8:45 AM ET
Welcome Back
8:45 AM
8:45 AM ET
Keynote
9:15 AM
9:15 AM ET
Building The Video Team

As branded storytelling evolves into cross-screen formats that are as different from traditional film and TV as can be, where should marketers turn for expertise? Is this a job for TV veterans or social mavens? What are the implications of relying on a new supply chain of production houses, traditional agencies, new content marketers at major agencies to deliver coherent messages? Or is this another job to bring in house? And who oversees the tech stack for integrating all of the content, metrics and reporting into existing systems?

10:00 AM
10:00 AM ET
Content In Aisle 3, Content In Aisle 3

The most powerful use of branded content may be at the point of sale and moment of truth. Increasingly, mobile users expect product reviews, demos and how-tos in digestible text, image and video formats as they pursue the aisle shelves. How do brands craft content when they know it is being accesses at the point of decision? What content are shoppers seeking at retail, through what channels and in what formats? This is when the right content to the right consumer had the opportunity to move the needle at the right moment. Mobility has made this possible. How do you leverage it?

10:30 AM
10:30 AM ET
Roundtables

Staffing for visual-first content creation

Making content that converts at retail

11:00 AM
11:00 AM ET
Conference Concludes