Host: Ted Rubin, Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO, Brand Innovators, author of Return on Relationship
Brian Solis, Principal Analyst, Altimeter, Digital Anthropologist, author of X: The Experience When Business Meets Design
Q&A conducted by: Ted Rubin, Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO, Brand Innovators, author of Return on Relationship
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: Ted Rubin, Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO, Brand Innovators, author of Return on Relationship
Brandon Bergmark, Head of Sales, West, Outbrain
In an increasingly personalized world, consumers are accustomed to receiving ads and stories that cater to their social profiles. Now find out how publishers – and marketers – are benefiting from the personalization delivered by “discovery” that takes into account a user’s journey off of social channels.
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: Robyn Hannah, Senior Director, Global Communications, Dynamic Signal
Sarah Evans, Social Media Manager, Esurance
Kimberly Koch, Senior Social Media Manager – Enterprise Marketing, Wells Fargo
Amy Plavner, Senior Manager, Social Media, Athleta
Cari Brooke Roberts, Head of Acquisition, Naked Wines
Christine Zalocha, Director of Social Media & Community, Credit Karma
Eric Toda, Global Head of Social Media and Content – Brand Marketing, Airbnb
Q&A conducted by: Petteri Jalonen, Head of Account Management, Smartly.io
Emerson Spartz, CEO, DOSE
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: Fang Cheng, CEO, Linc
Caitlin Angeloff, Head of Global Social Strategy & Operations, DocuSign
Scott Jaworski, Director of Global Social Media | Digital Marketing Media, Intel Corporation
Layla Revis, Head of Global Social Media, Oracle
Colleen Stauffer, Global Digital and Social Strategy Group Manager, The Clorox Company
Paige Guzman, Director of Marketing – Innovation, Constellation Brands
Q&A conducted by: Fang Cheng, CEO, Linc
Patrick Mulford, Chief Creative Officer, theAudience
Gregor Ehrlich, Social Media Executive Producer, Clorox
Q&A conducted by: John Andrews, CEO, Prevailing Path
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: Wesley MacLaggan, Head of Marketing, Marin Software
Michael Brito, GM, San Francisco & Head of Digital, US, LEWIS Global Communications
Q&A conducted by: Robyn Hannah, Senior Director, Global Communications, Dynamic Signal
John Andrews, CEO, Prevailing Path
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: Adam Gerston, SVP Client Partnerships, HYFN
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