8:00am
Breakfast
8:45am
Welcome
Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Chief Content Officer, Brand Innovators
Pearl Tam, Program Director, Brand Innovators
Event Chairperson:
Host: Ted Rubin, Acting CMO, Brand Innovators, Social Marketing Strategist, Brand Evangelist and author of Return on Relationship
8:55am
Opening Remarks
Sami Thessman, Chief Creative Officer, Wunderman NY
9:00am
Unleashing the Power of Social Media
The social media explosion over the past decade is arguably the most important paradigm shift in the history of brand marketing, to date.For the first time ever, consumers have a voice and the ability to establish an open and meaningful dialogue with their favorite brands. This new relationship has created a powerful tool and opportunity for brand marketers to build rapport and engage with their consumers on a 1:1 basis, 24 hours a day, seven days a week. Social has also provided brands with the a platform for turning their most loyal and avid fans into advocates and brand ambassadors; influential consumers who then leverage their social media channels and provide first hand references for their favorite brands. How are the most successful brands in America successfully using social media to get a meaningful market advantage over their competitors? What’s the next big thing in social? How can social keep you at the top of your game? Learn from the best.
Moderator: Mike Suozzi, Senior Director, Pixability
Ben Blakesley, Director, Global Social Media, Reebok
Greg Cannon, Vice President, Digital Engagement, The Madison Square Garden Company
Will Carafello, Senior Director, Social Media, New York Mets
George Faulkner, Social Brand Marketing, IBM
9:35am
Keynote — Dr. Strangepost or: How I learned to Stop Worrying and Love the Hate
For NFL teams, social media can be a no-holds-barred brawl of information, ideas, and passion… and an incredibly powerful way to engage fans. To fully harness the power of social media, these teams – and, indeed, all organizations with avid, passionate customers – must learn how to find the signal amidst the noise, negativity, and nonsense. Hear from Seth Rabinowitz, SVP of Marketing & Fan Engagement for the NFL’s New York Jets, as he describes how the Jets have learned to love social media, and where the Jets look to score points in this all-important contest for time, attention, and interest.
Seth Rabinowitz, Senior Vice President – Marketing & Fan Engagement, New York Jets
10:00am
Fireside Chat
Seth Rabinowitz, Senior Vice President – Marketing & Fan Engagement, New York Jets
Q&A conducted by: Jeff Katz, General Manager, GumGum Sports, GumGum
10:20am
Connecting with Content
As Facebook marketing expert Mari Smith recently stated, “Content may be king, but engagement is Queen.” Authentic, original content enables brands to build trust with their consumers. The holy grail of content marketing, however, is to make it so compelling and engaging that consumers not only engage, but share it vis-à-vis social media — Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, LinkedIn, etc. — with their friends and families. How can you make meaningful emotional connections with content? What makes consumers want to share content? What are the secrets of winning with content? You heard it here first. Now tell a friend.
Moderator: David Honig, Vice President Strategy, Corporate Partnerships, Dynamic Signal
Aaron Clossey, Senior Manager, Brand Marketing, Vimeo
Roxanne Delare, Digital Marketing Manager, Shake Shack
Nick Dimichino, Content Manager, Social Media, Square
Ben Kealy, Global Social Media Strategist, Social Connections, The Coca-Cola Company
10:55am
Networking Break
11:10am
Keynote — 2020: Content Marketing: A Personalized Odyssey
Andries Petrus de Villiers, Vice President of Sales, Outbrain
We live in a personalized world. Here’s how you can engage consumers with content that resonates with them.
11:30am
The New Age of Transparency and the Business Intelligence Tipping Point for Social Advertisers
Jason Beckerman, CEO, Unified
11:45am
Navigating Social Media in the Age of Pay-to-Play
Marketers have known for some time that organic reach is increasingly limited on social media and that their brands have to pay up if they want to engage with their target audience. But is organic social reach really dead? Much of the upset has been fueled by Forrester research from October 2013, which began by saying that “Facebook is failing marketers” because it creates less business value than any other digital marketing opportunity. It came as no surprise then that this is the year Facebook transitioned to a pay-to-play model.
So, how can brands avoid being crowded out of social platforms as algorithms give more and more priority to paid content? It’s the experience and the content that count. Affinity, advocacy and action – these outcomes cannot be bought, rather they are interactions that are earned. Hear perspectives from the experts as they debate the fundamental marketing challenges presented by social media, whether they’re changing in the age of pay-to-play, and the role organic content still plays in the evolving social ecosystem.
Moderator: Jason Beckerman, CEO, Unified
Efrain Ayala, Senior Social Media & Mobile Manager, RB
Michele Fino, Chief Marketing Officer, DoSomething.org
Kelly McDonnell, Global Director, Social Media & Digital Marketing at La Mer, The Estée Lauder Companies
L. Michelle Smith, Director, Public Relations, AT&T Global Marketing Organization
12:15pm
Keynote
Quinn Kilbury, Senior Brand Director, Heineken
12:40pm
Fireside Chat
Quinn Kilbury, Senior Brand Director, Heineken
Q&A conducted by: John Taranto, Senior Sales Director, Innovid
1:00pm
Lunch hosted by Unified
1:40pm
Keynote — SOCIAL NATIVES: Why People Act The Way They Do Online
Emotionally unprepared for the fast pace and complexity of the modern world, human beings have turned to social media to restore a sense of community that’s been eroded over time. By unpicking many of the obsessive and irrational things people do online, and tracing these behaviors back to ancient history, Patrick Mulford presents a revolutionary new vision of the social ecosystem, with far reaching implications for consumer brands.
Patrick Mulford, Chief Creative Officer, theAudience
2:10pm
Fireside Chat
Andrew Eis, Senior Director, US Innovation, Anheuser-Busch InBev
Derek Mauk, Senior Innovation Brand Manager, Anheuser-Busch InBev
Q&A conducted by: Ben Cockerell, Director of Global Marketing, Crimson Hexagon
2:35pm
Case Study
William Martino, Managing Director, Wunderman Health NY
3:00pm
Networking Break
3:15pm
Leveraging Consumer Generated Content and the Next Wave of Brand Experience
Social media is transforming how consumers interact with brands and express their “brand enthusiasm.” Nowhere is this more evident than in the proliferation of user generated content — including pictures and video — featuring consumers sharing their experiences with their favorite products and brands. How are brands capturing these images and encouraging consumers to continue to post? How are brands driving sales through this new channel? Do these types of consumer “endorsements represent the next wave of marketing in the digital era? Move over Spielberg and make room for the next generation of filmmakers!
Moderator: Jennifer Butte, Executive Director of Sales, Storyful
David Dominik, Digital Media Manager, New York Football Giants
Josh Karpf, Director, Social Marketing, DraftKings
Jeremie Moritz, Digital Director, Absolut Elyx, Pernod Ricard
Ryan Saghir, Director of Digital Marketing, Sabra Dipping Company
3:50pm
Keynote — Social Media: Where Culture Converges
Learn how a tech disruption nearly a decade ago turned social media into culture soup. You will take a walk down tech memory lane that will lead you directly onto the path that AT&T is forging as it is leverages culture to reach the hearts and minds of an increasingly more diverse population. Learn how the Fortune 10 is pioneering unique digital-and-social-first conversations that are keeping key segments and the masses engaged.
L. Michelle Smith, Director, Public Relations, AT&T Global Marketing Organization
4:15pm
Fireside Chat
L. Michelle Smith, Director, Public Relations, AT&T Global Marketing Organization
Q&A conducted by: Andrew Polsky, SVP, Head of US Sales, Adsmovil
4:30pm
Tapping The Social Data Gold Mine
The growing gold mine of new consumer data made accessible to marketers through an ever increasing array of social networks — Facebook, Twitter, Tumblr, Pinterest, Instagram, Snapchat, Whisper, Vine — is supposed to be a treasure trove of insights to make marketers smarter and marketing more effective. But successfully making use of that data first means answering a lot of questions, like what data matters and what you want to do with it, and building new teams with the right skill sets, including data scientists, analysts, and engineers. This panel will explore the intersection of social + data and how top tier brands and marketers have tackled these challenges to gain new insights into their consumers to personalize messaging, measure the impact of social, and use a combination of paid and earned media to take their efforts to the next level.
Moderator: Alex Taub, Co-Founder, SocialRank
Miki Agrawal, CEO & Co-Founder, THINX
Kristin Fassler, Vice President, Director of Marketing, Penguin Random House
Cara Friedman, Head of Social Media, ClassPass
5:05pm
It’s a Wrap!
