Agenda

Agenda

8:45 AM - 9:00 AM

Opening Remarks

Randall Rothenberg, President and Chief Executive Officer, IAB

9:00 AM - 9:30 AM

Keynote Presentation

Coca-Cola has embraced social marketing like few other consumer brands, investing substantial resources and reaping results at scale. Gain insights from the senior marketing executive managing the initiatives.

Linda Cronin, Director, Media and Interactive Integrated Communications, Sparkling BBU, Coca-Cola North America

9:30 AM - 10:00 AM Do This, Not That
Three Go-to-Market Strategies for Social Media

One part insight. One part instruction. A series of fast-paced “how to” presentations deliver actionable takeaways that you can immediately apply to your social marketing.

  1. It's Working! (Isn't it?): How to Make Sense of Social Media ROI
    Luane Kohnke, Senior Vice President, Managing Director, Analytics and Accountability, R/GA
     
  2. Dealing with the Crisis of One: How to Leverage Social Media as a Customer Service Channel
    Tim Gilchrist, Director, eBusiness Strategy, WellPoint Healthcare
     
  3. The Original Social Media: How to Make Brand Dollars Work in Online Gaming
    Bill Clifford, Vice President, Global Ad Sales, WildTangent
10:00 AM - 11:20 AM

Social Media Marketplace: Learn From the Solutions Experts

The social media marketplace is overflowing with opportunities—and choices. Cut through the clutter by meeting experts from a variety of solutions providers to see who’s changing the game and to determine which solutions are best for your business.

  Mezzanine Level Second Floor
 
Plaza Suite

Hudson Suite

Promenade Suite

Sutton Suite

Broadway Suite
10:05 – 10:20 AM WildTangent Brickfish Sprout Spiceworks Gigya
10:25 – 10:40 AM WildTangent Brickfish Sprout Spiceworks Gigya
10:45 – 11:00 AM WildTangent Brickfish Sprout Spiceworks Gigya
11:05 – 11:20 AM WildTangent Brickfish Sprout Spiceworks Gigya
           
11:20 AM - 11:45 AM Networking Refreshment Break
11:45 AM - 12:35 PM

Pitching to the Major Leagues - BACK BY POPULAR DEMAND!
Experts Go to Bat for the Right Strategy

Social is an integral part of any marketer’s media mix, but identifying what’s optimal for a specific brand and its consumer community is the real home run. In this annual session, social media experts pitch major marketers from GE on what high impact strategies the brand should be putting into play. Wanna get behind the scenes at a competitor's pitch meeting? Here is your chance.

Brand Marketers:
Paul Klein, GM Brand and Advertising, GE Appliances & Lighting
Andrew Markowitz, Director, Global Digital Strategy, GE Corporate Commercial and Communications
Benjamin Plomion, Manager, Communications and Public Affairs, GE Capital
Bob Rinderle, Americas Digital Marketing Leader, GE Healthcare

Pitch Presenters:
Chris Cunningham, Co-Founder and Chief Executive Officer, appssavvy
James Gross, Senior Vice President, Head of Publishing, Federated Media Publishing
Michael Lazerow, Chairman and Chief Executive Officer, Buddy Media
Cory Treffiletti, President, Managing Partner, Catalyst:SF

12:35 PM - 12:45 PM

Breaking Through the Hype: Real Social Media Strategies for Brands

Alex Blum, Chief Executive Officer, KickApps

KickApps

12:45 PM - 1:15 PM

Social Media, World Events & the New Face of Cause Marketing

The social web has enabled pop-up global communities around any subject. Do you like to crochet? Great, there’s a hashtag for that! But what about world events, where fragmented social spheres all come together with a singular focus at a moment’s notice? Marketing when the whole world is watching has enormous possibilities and, potentially, enormous pitfalls. Learn from marketers who are doing it right.

Moderator: Bob Gilbreath, Chief Marketing Strategist, Bridge Worldwide
Jory Des Jardins, Co-Founder, BlogHer, Inc.
Adam Fell, Vice President, Quincy Jones Productions

1:15 PM - 2:15 PM

Networking Luncheon

Sponsored by:
Brickfish

2:15 PM - 3:00 PM

Right Here, Right Now—Leveraging the Real Time Social Graph

Location-based services are coming to an inflection point. Foursquare has gained serious traction over the last 12 months and is poised to take the lead in consumer adoption of this new platform. Join one of the foursquare co-founders for an intimate discussion on the past, present and future of how this groundbreaking company is creating new interactive marketplace opportunities.

Seth Goldstein, Co-Founder and Chairman, SocialMedia.com
Naveen Selvadurai, Co-Founder, foursquare

3:00 PM - 3:30 PM

Mad Men Yourself: Turning Connections Into Conduits
A Social Media Success Story

Social media is people-powered media. Every fan is a potential broadcast channel. This case study details how leveraging fans can deliver meaningful engagement that scales.

In anticipation of the premiere of Mad Men Season 3, AMC and Deep Focus partnered with illustrator Dyna Moe on “Mad Men Yourself," the new avatar creator that allows fans to transform themselves into characters from the award-winning drama. By understanding the product’s connection to an audience that is itself well-connected, AMC and Deep Focus took an engagement-centric approach and were rewarded with an enormous ripple effect.

Ian Schafer, Chief Executive Officer, Deep Focus

3:30 PM - 4:00 PM

Solving the Pain Points of Social Media: A Fireside Chat

Brands, while adopting social media at an explosive rate, still face a tumultuous world of changing priorities, channels and partners. Join Rahim Fazal, Chief Executive Officer of Involver, and Cary Savas, Director of Client Services for EVB, for a frank discussion about how advertisers can overcome some of the major challenges around social marketing—including consumer engagement, internal process and evaluation of success.

Rahim Fazal, Chief Executive Officer, Involver
Cary Savas, Director, Client Services, EVB

Involver

4:00 PM - 4:30 PM

Networking Refreshment Break

4:30 PM - 5:00 PM

Whose Job (and Budget!) Is It Anyway?

Social has blurred the lines of responsibility within marketing organizations. Who “owns” social media? And who pays for it? Is it best to have a social specialist, or is it the bailiwick of a brand manager? What about PR executives? While there may be no definitive answers, it is clear that effectively managing this symphony of tools has become an art form. Take a look at how several organizations structure themselves for social media success.

Moderator: Bryan Wiener, Chief Executive Officer, 360i
Valerie Brown, Director, Consumer Marketing, Bravo
Beth Reilly, Digital Marketing, Kraft Foods

5:00 PM - 5:45 PM

Bought, Owned and Earned Media
Fighting the Notion of Free

Earned media is a vital part of a social strategy, but it is only one part. There are certainly examples of “campaigns gone viral” due purely to the kindness of strangers, but it would be a mistake to look at them as the rule rather than the exception. 
 
This session deconstructs the careful blend of bought, owned and earned media required to propel campaigns into the “buzzstream.”

Moderator: Wenda Harris Millard, President and Chief Operating Officer, MediaLink
Doug Chavez, Senior Manager, Digital Marketing, Del Monte Foods
Tom Phillips, President and Chief Executive Officer, Media6Degrees

5:45 PM - 6:45 PM

Networking Cocktail Reception

Sponsored by:
appssavvy