 | AgendaDIGIDAY:SOCIAL | SEPTEMBER 14, 2010 | NYC
Hosted by Tameka Kee, editorial director, DIGIDAY
PAST AGENDA INCLUDED: 9:00am: Keynote Presentation: Harnessing the Viral Loop: "Viral" is more than just a buzzword, it's the holy grail of what content producers and brands are really seeking when they invest in social media initiatives. But how do you quantify "virality?" And how do you build on the success of previous efforts without creating cookie-cutter campaigns? Keynote speaker, journalism professor and former Forbes editor Adam Penenberg will shed light on the core elements of the "viral loop," and explain why most companies today still don't quite get it. Keynote: Adam L. Penenberg, assistant director of NYU's Business & Economic Program, and author of "Viral Loop: From Facebook to Twitter, How Today's Smartest Businesses Grow Themselves"
9:40am: Social Media ROI: The Elephant in The Room: Sure, a corporate blog is great, a Twitter account is all-but necessary, and some brands have more Facebook friends than big celebrities do. But the big question for most CEOs and CMOs remains: "What's my ROI?" With so many conflicting opinions about the value, benefits and best practices in social media, we pulled together a group of brand, agency and research experts to addess that big "Elephant in the Room." We'll find out if there is a big statement to be made about the value of social media and if it is money well spent. A session you can't afford to miss!
Moderator: Tom Gerace, CEO, Gather.com
Speakers:
Doug Frisbie, National Social Media & Product Integration Manager, Toyota Motor Sales
Mike McGraw, COO, Big Fuel
Marisa Gallagher, VP of User Experience, Razorfish
Augie Ray, Sr. Analyst, Social Computing, Forrester Research
Paul Ollinger, VP of Sales, Western Region, Facebook
10:15am Social Branding Case Study: Secret - Let Her Jump Secret exists to help women be more fearless. And what's more fearless than ski jumping at the Olympic Winter Games? Unfortunately, ski jumping is the only event that isn't allowed for women yet, and accomplished ski jumpers like Lindsey Vonn are still pushing to make their debut. So Secret is leading the charge to help make that a reality -- joining forces with Vonn, her fans, and women everywhere to make it happen. Join imc² as we discuss the many social and grassroots efforts we are partnering with our client to develop, including Facebook media polls and fan pages, guerilla marketing materials like t-shirts and bumper stickers, and video montages about the cause seeded to various social media sites. Speakers: Ian Wolfman, CMO, imc² and Chris Ebbesen, Strategy Director, imc²
10:30am: Networking Break
10:45am: The Mobile-Social Connection: With Facebook, Foursquare and a myriad other social media tools available as mobile apps, it's safe to say that there is a deep connection between social and mobile. But how does mobile fuel social engagement? And how can advertisers, brands and media companies build strategies around the synergies between the two? Join our panelists as they discuss the role of apps, location-based content and targeted advertising in the mobile-social connection, as well as whether social will be tied to the mobile platform as we move ahead.
Moderator: Adam Zbar, CEO, Tap11
Speakers:
Ian Wolfman, Chief Marketing Officer, imc²
Kara Nortman, SVP, Publishing, Citysearch
Keith Lee, CEO & Co-founder, Booyah
Nicole Jordan, VP, Marketing, Mobile Roadie Gannon Hall, COO Kyte
11:15am: Peer-to-Peer Communication Forces Brands to Become Publishers: It's 2010 and your customers are in total control. It's a new era of peer-to-peer communication, with purchasing decisions being driven by content -- not advertising. For brands to build real relationships with their customers, they need to engage audiences with compelling content across a wide range of digital media outlets. So are brands the new publishers? In this session, we'll discuss the collision course of brands and publishers, and the success factors brands must now adopt in order to find their way into the consumer dialogue. Presenter: Matt Goddard, CEO, R2i
11:30am: Is The App The Future of Social? The app is lighting up the eyes of brand marketers and media companies, creating a rush to develop and deliver content and advertising right to mobile devices and social networks. But does every brand need to create an app? And what kinds of content and advertising should media companies seed their apps with? Meanwhile, can apps save social media marketing from the hype, big promises, and frustrating potential? In this session, the experts will debate what the future really holds for apps and "appvertising," and whether it can really boost social media marketing.
Moderator: Sean Percival, Director of Content Socialization, MySpace
Speakers:
Mike Barbeau, VP of Account Strategy, SocialVibe
Kevin Barenblat, CEO, Context Optional
Matt Goddard, CEO, R2i
Carnet Williams, CEO/Co-Founder, Sprout
12:00PM Spotlight: Socializing Local Media - The Transformation of NBC's Local Affiliate Sites: In just under one year, NBC transformed its network of local affiliate sites from quiet destinations to engaging, interactive experiences that brought to life the richness and uniqueness of metropolitan areas around the United States. Social media played a pivotal role in this transformation and this spotlight will focus on the strategies and
functionality employed by NBC and KickApps that led to this very successful initiative. Presenter: Matt Bijur, VP of Business Development, KickApps
12:15pm: Lunch and Keynote Presentation: Why Conversations are Better than Campaigns (And How to Create Them): BlogHer worked with Tropicana and Ogilvy 360 Digital Influence to introduce a new product: Trop50. The goal was to drive consumer dialogue, buzz, and of course, adoption. What ensued was a far-reaching conversation that involved blogs, community groups, crowd-sourced video shows, live events, Twitter and Facebook. Join BlogHer co-founder and COO Elisa Camahort Page as she sheds light on why the conversation model is better than just a social media "campaign" -- and offers insight into how other companies can create and sustain conversations themselves. Keynote: Elisa Camahort Page, co-founder and COO, BlogHer
1:00pm: Entertainment Marketing Goes Social: Movie studios and TV networks are creating social experiences that help them discover who their biggest fans are, as well as how they can get them into the theater or piled up in the living room. From Facebook pages and Twitter acccounts run by characters, to apps that give fans behind-the-scenes video clips, these experiences are a way for content creators and marketers to get people engaged enough that they'll invite others along for the ride. These panelists will explore the new possibilities for entertainment on various social networks, and how they fit into long-term marketing efforts.
Moderator: Josh McHugh, President/Director of Technology Strategy, Attention Span Media
Speakers:
Paul Beck, EVP, Worldwide Marketing, Illumination Entertainment
Doug Neil, SVP Digital, Universal Pictures
Jon Siegal, CEO, Fan Appz
Kevin Winston, Founder, Digital LA
1:30pm Spotlight: Why Engagement is the New ROI: It is time to start thinking of your customers not as impressions, but as active engagers with your brand with opinions and with the power to influence. Peer-to-peer is the single most powerful form of advertising known to man. During this presentation you will find out how hundreds of the world's largest brands have used social distribution and peer-to-peer influence to drive tens of millions of engagements. Presenter: Paul Botto, VP of Sales, Brickfish
1:45pm: The New Social Media Currency: Buying banners on social networks is not the most effective form of social media marketing, and CPMs and CPCs can't quantify the value of having a group of consumers truly "engaged" with a brand. So how do media buyers quantify it? Which tools are they using to calculate the value of blog posts, retweets and Facebook friends? An with more brands focusing on "engagements" as opposed to "impressions," this has a resounding impact on the future of media buying. Our panelists will explore which metrics dictate success in social media, and how they can be bought and measured.
Moderator: Dave Hendricks, Chief Operating Officer, LiveIntent
Speakers:
Eric Wheeler, CEO, 33Across
Chas Salmore, CEO, MWKS
Mike "JB" John-Baptiste, CEO, Peerset
Paul Botto, VP of Sales, Brickfish
2:15pm: Networking Break
2:30pm Spotlight: A New Seat: Historically, brands have sought different expertise to effectively deliver messages across different communications channels. From traditional advertising, to direct marketing, to digital, to search. Over time, new channels of communication have given birth to new marketing disciplines. Social Media is a channel of communication, a channel driven by "people stories". This new "consumer-driven" channel is different from any we've seen before and requires a new way of thinking. It requires expertise that differs from any other market channel. It requires "A New Seat at the Table." Presented by: Avi Savar, Founder and CEO of Big Fuel Communications.
2:45pm: Hot Potato: Who's Job is Social anyway? Most agencies and brands now have the Social media 'Guru' and are building teams around them. But ultimately, social will be a part of everything we do, so is this model of building separate social teams sustainable? Meanwhile, different groups are trying to "own" social on behalf of brands. Is it the job of a digial agency? A PR agency? The tech platform provider? The fact is, Social is a NEW channel of communication and requires expertise in a new discipline and a NEW way of thinking.
Moderator: Jack Feuer, Editorial Director, UCLA Magazine
Speakers:
Alex Blum, CEO, KickApps
Matthew Milner, VP of Social Media, Hearst Digital
Craig Daitch, SVP of Activation, Converseon
Avi Savar, Founder & Chief Creative Officer, Big Fuel
3:15pm Spotlight: Listening 2.0: Activating Social Media Across the Enterprise: The Internet has added new ways for companies to listen, augmenting surveys, focus groups, and other traditional market research. While the first generation of digital listening tools were heavy on automation and light on real insights and actionability, the next generation of tools have been designed to generate action across the enterprise. Learn how Web listening is changing, and how you can organize internally, gain better insights and take advantage of them to deliver maximum impact. You'll also get a sneak peek into what's coming down the pike, so that your company is ready. Presenter: Craig Daitch, SVP of Activation, Converseon
3:30pm: The Death of Social Disruption: Customers have always talked about brands, and telling stories of brands connecting with customers has always been a hallmark of direct marketing. Now, social media makes those person-to-person and brand-to-person conversations more visible, more real time, more networked -– and more trackable. Creating a brand identity online requires a combination of social, email, search and digital dialogue. Learn how brands like Universal, Netflix, QVC, and others get their product story out there, without alienating the audience.
Moderator: Stephanie Miller, VP, Market Development, Return Path
Speakers:
Reggie Miller, CEO, ICED Media
Rich Ullman, SVP Marketing, Ripple6
Elaine Yim, Senior Product Manager, Rent.com
Doug Akin, Chief Engagement Officer, Mr. Youth
4:00pm: Spotlight:The Future of Online Advertising is Social: As marketers shift more online advertising dollars into social programs this year, how can they stop counting clicks and focus on the quality of interactions and content that creates a long-term and more sustainable social strategy? Unlike the one-time impression of a display ad, social marketing is about ongoing participation to engage advocates and drive positive word of mouth. Learn how brands are leveraging new “social ads” that enable consumers to join in a dialogue and connect, while gaining ongoing insight into what engages their audience. Presenter: Rich Ullman, VP Marketing, Ripple6
4:15pm: The Branded Virtual Goods Boom: Virtual goods aren't limited to things that "geeks" in Second Life buy anymore -- networks like Facebook, IMVU, WeeWorld and Meez are making virtual goods an integral part of their overall business strategies. And brands can definitely benefit from the boom, by offering merchandise for people's chat-room avatars, cute gifts for Facebook pages, as well as items and upgrades in social games. Our panelists will share some of the best approaches and real-life examples that exemplify the success a marketer can achieve with branded virtual goods.
Moderator: Vince Thompson, Managing Partner, Middleshift LLC
Speakers:
Nir Eyal, CEO, AdNectar, Inc.
Lauren Bigelow, COO, WeeWorld
Kevin Dasch, VP of Finance & Business Development, IMVU
John Cahill, CEO, Meez
4:45pm: Brand Innovators in Social Media: How do successful companies strategically utilize brand innovation in social media to connect in new ways and build loyal relationships with consumers? More importantly, how do these innovations grow revenue right now and in the future? Four leading Brand Marketers will share how they’re shifting their corporations to invest more efficiently in social media and also share in best practices.
Moderator: Brandon Gutman, Partner, FOCi Group
Speakers:
Cynthia Neiman, Vice President of Mattel Digital Network, Mattel
Andrew Koven, President of eCommerce & Customer Experience, Steve Madden
Michael Bell, Brand Manager, Dial Innovation, The Dial Corporation
Josh Glantz, VP & GM of PCH Online, Publishers Clearing House
5:30pm: DIGIDAY:HAPPY HOUR - Sponsored by Sprout: The cocktail party and networking function will allow attendees to continue to carry on conversations after the general session and sessions conclude. It will give attendees a chance to discuss the ideas, sessions, debates presented at the event over food and drinks. |
