Agenda

DIGIDAY:SOCIAL | SEPTEMBER 14, 2010 | W HOTEL UNION SQUARE, NYC

   

 

 Hosted by Tameka Kee, Editorial Director, DIGIDAY

 

9:00am: Morning Keynote: Open Leadership is the New Social Order: "Be Open, Be Transparent, Be Authentic" are the sound bites often attributed to execs across the digital media and marketing industries, but in reality, companies often push back when it comes to openness. That's because business and branding have been built on the concept of control, and the new, "social world order" demands openness. There are new skills and behaviors that open leaders must learn and master to be effective, and Charlene Li, founder of the Altimeter Group and author of "Open Leadership" will kick off DIGIDAY:SOCIAL by digging in to some of the new "must-haves" for leaders in this new marketplace. Keynote Speaker: Charlene Li, Founder, The Altimeter Group

9:30am: Keynote Panel: Putting Your Money where Their Mouths Are: Resources and Results in Social Media: 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 address 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.

Moderator: Tom Gerace, Founder & CEO, Gather.com

Speakers:

Mike Lazerow, CEO, Buddy Media

Leslie Hall, President, ICED Media

Mike Germano, President & Co-founder, Carrot Creative 

Sean Mahoney, Client Services, Facebook

10:05am: Cross-Platform Convergence: How Old Spice Won Over the Web: The Old Spice campaign has joined the ranks of Elf Yourself, Subservient Chicken and other marketing campaigns that have achieved the coveted "viral" status. But how'd they do it? And what kinds of real-time metrics were they using to ensure that people were really laughing "with" the Old Spice man -- not just at the brand? Execs from Wieden+Kennedy will uncover the strategic thinking behind what could be this year's best example of cross-platform social media convergence. Speakers: Jason Clement, Director of Emerging Platforms, Wieden+Kennedy

Josh Millrod, Digital Strategist, Wieden+Kennedy

10:20am: Social Media is Just One Big Party: Navigating today's social media landscape can be overwhelming.  New players arriving every day providing an unlimited stream of eye-catching content.  How can brands and agencies alike better understand how to stand out?  Big Fuel CEO Avi Savar simplifies things with his unique comparison of social media to a party -- handshakes not just eye contact are the goal -- here's how to make it happen. Presenter: Avi Savar, CEO, Big Fuel

10:35am: Networking Break

10:45am: Are You Listening? Using Social Insights to Shape Your Marketing Strategy: Social media gives marketers raw, uncut insights into how customers really feel about their brands. But how many companies are really listening – and how many are using that feedback to inform their marketing strategies overall? Join our panelists as they shed light on the social media tools and platforms that provide some of the best customer insights, as well as practical strategies for using social listening data.

Moderator: Dave Hendricks, COO, LiveIntent

Speakers:

Jasper Snyder, VP of Research, Converseon

Lee Maicon, VP, Insights & Planning, 360i

Mike Petit, CIO, OpenAmplify

Baochi Nguyen, PR & Social Media Manager, Boingo Wireless

11:20am: Are You Being Duped? "Astroturfing" was brought into mainstream news recently when the U.S. Federal Trade Commission settled a complaint against a California public relations firm accused of posting fraudulent video game reviews on Apple's iTunes store. This behavior has been common online for years, and the proliferation of social media has increased the temptation and likelihood for similar instances. R2integrated CEO, Matt Goddard, will explain the practice of astroturfing, outline the risks and consequences for brands that do it, and discuss how brands can benefit from outsourced social media services while remaining honest and transparent. Presenter: Matt Goddard, CEO, R2integrated

11:35am: 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: David Gill, Senior Director of Mobile Media & Marketing, Nielsen

Speakers:

Evan Neufeld, VP, Marketing, Ground Truth

Adam Broitman, Founder & Ringleader, Circ.us

Gabe Dorosz, VP & Management Supervisor, Interactive, Cramer-Krasselt
 
12:10pm Lunch Pickup

12:20pm: Lunch Keynote: To gain brand market share for Propel -- its enhanced water -- PepsiCo and its agency, OMD, turned to Real Girls Media to create a community that would allow young women to connect, and affirm their desires to move their lives forward. The result was You.Propelled, a multi-faceted experience integrated into the Body & Soul channel on RGM's flagship site DivineCaroline.com. The effort was anchored by three wellness coaches, inspiring users to jump into the conversation over 30,000 times, with proclamations about what they had done to enhance or streamline their day. Join Real Girls Media CEO Kate Thorp as she details the creative thinking behind the campaign, as well as the success metrics Pepsico ultimately wound up with. Keynote Speaker: Kate Everett Thorp, CEO, Real Girls Media, Inc. 

12:50pm: The KickApps’ App Studio: Today’s social web requires that brands deliver content outside of the container of their corporate website (Think Facebook tabs, Twitter feeds and official YouTube channels). This trend has shifted control over design, user experience and customer data from the brands to the social networks, making the job of delivering a coherent marketing message harder than ever. KickApps’ drag and drop App Studio authoring platform gives brands the power to create feature-rich Flash widgets and social experiences that can easily be embedded on their domain, social profiles and beyond. Presenter: Mike Sommers, EVP, Product Management, KickApps

1:05pm: Video Goes Social: How does a branded content clip go viral? When friends share it on Facebook, Twitter and other social networks. From video-sharing, to user-generated content, to custom video ads, video and social media are a marketing match made in heaven. This panel will feature leading digital agency, branding and video production execs sharing insights about the overall effect brands can achieve by leveraging video across social networks, as well as examples of successful video campaigns.

Moderator: Corey Kronengold, Director, Marketing & Communications, INNOVID

Speakers:

Avi Savar, CEO, BigFuel 

Mike Sommers, EVP, Product Management, KickApps

Jason Clement, Director of Emerging Platforms, Wieden+Kennedy

Mike Lu, Director of Product, RockYou

1:40pm: PopSugar's Retail Therapy: Leveraging Social Games for Brand Engagement: Social games aren't all about joining the mob. In the case of PopSugar's Retail Therapy, the social gaming experience is about giving fashionistas a chance to try out new looks and "engage" with brands like Tory Burch -- so that they're more apt to make a purchase once they're in-store. PopSugar VP Kristine Shine will present details on the Retail Therapy experience, including details on measurement and success metrics, providing more clarity into how to leverage social gaming as a marketing medium. 

Speaker:

Kristine Shine, VP, PopSugar Media

1:50pm: Social Commerce: Can the Crowd Turn Social “Browsers” into Buyers? Social shopping sites like Groupon and Gilt Groupe are attracting funding, buzz and marketer interest, but what are the real secrets behind their success? Find out how leading marketers are collaborating with smart, social startups that are leveraging the “crowd mentality” to convert online shoppers into retail buyers.

Moderator: Martin Zagorsek, Principal, Launch Collective

Speakers:

Kristine Shine, VP, PopSugar Media

Matt Howland, CEO, Loyalty Lab

Christian Taylor, CEO, Payvment

Dilip Venkatachari, CEO, Compass Labs 

2:25pm: Cracking the Code: Why Semantics is the Key to Social Media Monetization: The explosion of social media can provide marketers with a new, and in many ways superior, source of insight into how consumers view and interact with their brands; however, this content is so abundant that surfacing actionable insights is a significant challenge. Through the use of semantic technology, marketers can understand massive amounts of content in a human way. By understanding what text actually means – not just the individual words it contains – marketers can surface the insights that monetize social content. This presentation will explore how marketers can capitalize on the wealth of directly-expressed attitude and intent by using semantics to know what people really care about.

Presenters: Mark Redgrave, CEO & Co-founder, OpenAmplify

Seraj Bharwani, SVP Business Development & Analytics, Visible Measures

Eric Porres, CMO, Lotame

2:40pm: Networking Break

2:50pm: Metrics: 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: Maura Curtin, Executive Director, The Social Media Advertising Consortium (SMAC)

Speakers:

Jon Gibs, VP of Insights, Nielsen Online 

Eric Wheeler, CEO, 33Across

Sam Huxley, VP, Strategy & Insights, New Media Strategies

Sean Gelles, Director of Research, Digital and Social Media Measurement, Ketchum

3:25pm: Bridging the Divide: Measuring Online and Offline Word of Mouth: A spotlight presentation discussing how online and offline word of mouth interact, how learnings can be shared between social media and other marketing channels and how to measure the relative impact of different types of WOM. Presenter: Jasper Snyder, VP of Research, Converseon

3:40pm: Game On! Using Social Games to Reach Your Target Market: With over half of Facebook’s 500 million users playing social games like FarmVille and Sorority Life regularly, there’s unprecedented potential reach for a variety of marketing campaigns. Advertisers are using branded games, virtual goods and video ads to target everyone from moms, to fashionistas, to teens headed back to school. Learn from the success stories of leading brands, agencies and social gaming companies that have used these games to reach specific audiences with precision and scale. 

Moderator: Dayna Grayson, Principal, North Bridge Venture Partners

Speakers:

Jessica Rovello, President & Co-founder, Arkadium

Josh Glantz, VP & GM, Publishers Clearing House Online
Robert Victor, VP, Product and Strategy, appssavvy
Chris Hewett, Founder & Executive Producer, Mindbloom

4:15pm: Bringing Facebook to Happy Hour: Steve Johnson will detail Bartab, the new social media gifting service from Webtab which enables users to send and receive real drinks at their favorite bars and restaurants across the country.  Fun and simple, Bartab also enables bars and brands to both attract new customers and to authentically market themselves across social networks with each drink. Speaker: Steve Johnson, Founder & CEO, Webtab 

4:25pm: Breaking Social out of the Silo: What do the Old Spice videos, Ford’s Fiesta Movement and Pepsi’s Refresh Everything campaigns have in common? They were wildly successful because the various teams with a stake in social – creative agencies, media buyers, PR, digital, etc. – all worked together. The social media components weren’t pushed to the side or an afterthought; they were a core part of the strategy from the start. Join execs from across all parts of the business as they dive into why working together on social media efforts is the most successful strategy for everyone involved.

Moderator: Scott Bender, VP, Brand Sales, IGN Entertainment (News Corp. Digital)

Speakers:

David Reis, CEO, DEI Worldwide

Doug Akin, Managing Partner & Chief Engagement Officer, Mr. Youth

Nathaniel Perez, Head of Social Marketing, SapientNitro

Kurt Genden, Founding Partner & CEO, FOCi Group

5:00pm: DIGIDAY:SOCIAL Happy Hour: 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.