Brand Innovators Social Media

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Presented by

April 25, 2018

April

25

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,

0
0

The social media phenomenon that has consumed the world over the past several years has transformed the way that brands communicate and interact with their consumers. This new ‘channel’ now represents the fastest growing segment of the advertising industry. Social media has also become a key driver of e-commerce, television, and games. Brand Innovators Social Media will provide brand marketers with best practices, case studies, and proof points, demonstrating how “best of breed” brands are leveraging social media.

Brand Innovators Social Media and Emerging Technology is putting the media industry on review.

Featuring

AGENDA

This is a hybrid event. Access to our in-person programming is exclusively reserved for qualified brand-side marketers and active paying sponsors, while our virtual programming will be open to the public.

8:00am

Breakfast hosted by IBM

8:45am

Welcome & Opening Remarks

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Editor and Chief Content Officer

Co-Chair: Stephen Hunton, VP, Social Discipline Leader, IBM

Co-Chair: Gregg Weiss, Director of Social Media, MasterCard

Host: Ted Rubin, Social Media Strategist, Acting CMO, Brand Innovators, author of Return on Relationship

9:00am

How Social Media Marketing Changed The Game

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 were given a voice and the ability to establish an open and meaningful dialogue with their favorite brands and the brands were given new platforms and tools engage with their consumers on a 1:1 basis, 24 hours a day, seven days a week.

But the role social media plays in the marketing strategy and media mix has evolved significantly. No longer helmed by interns, operated in silos, and relegated to a budgetary afterthought, Social Media’s role spans communications, advertising, PR, customer service, content marketing, and paid advertising. It’s role for brands and consumers is ubiquitous and is often the driving behind the most successful campaigns and consumer engagement.

So how are the most successful brands in America successfully using social media to get a meaningful market advantage over their competitors? How have brands re-envisioned it’s role within the broader marketing, advertising, and media ecosystem?

Emily Bibb, Global Director, Digital & Social Media, S’well
Jessica Goon, Sr. Director, Digital, KIND Snacks
Sarah Kirchner, Sr. Director, Social Media, Kenneth Cole Productions
Joe Prota, Global Social Practice Lead, IBM

Moderated by: Charles Manning, CEO, Kochava

9:35am

How IBM Watson and Influential have Revolutionized Influencer Marketing

Influencer marketing is now a multi-billion dollar industry with no signs of slowing down anytime soon. There are now over 2.5 billion daily active users across Instagram, Facebook, Twitter, Snapchat and YouTube. As consumers increasingly spend more time on social media platforms, the value of influencers and the marketing and technology platforms that run campaigns for them are ever more critical for marketers to understand and utilize. Influential CEO, Ryan Detert, will dissect the influencer marketing landscape and explain how IBM Watson is helping revolutionize the space through the use of its APIs.

Ryan Detert, CEO, Influential

9:55am

Fireside Chat

Rob High, CTO, IBM Watson

Moderated by: Ryan Detert, CEO, Influential

10:15am

Success Story

Tom Buontempo, President, ATTENTION
Christine Ngo Issaac, Marketing Director, US Consumer Engagement, LVMH

10:35am

Fireside Chat

Tom Buontempo, President, ATTENTION
Christine Ngo Issaac, Marketing Director, US Consumer Engagement, LVMH

Moderated by: Rachel Berk, Director, Client Success, AirPR

10:55am

Networking Break

11:15am

Success Story

Kaydee Bridges, Vice President, Digital & Social Media Strategy, Goldman Sachs

11:35am

Success Story

Chad Parizman, Head of Social Media and Digital Communications at Pfizer

11:55am

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, Snapchat, 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.

Moderated by: Scott Hendrickson, SVP Sales, News IQ | News Corp

Kaydee Bridges, Vice President, Digital & Social Media Strategy, Goldman Sachs
Keith Gormley, VP Social Media, Prudential
Katie Keating, Manager, Corporate Social Practice, IBM
Chad Parizman, Head of Social Media and Digital Communications at Pfizer
Gregg Weiss, Director of Social Media, MasterCard

12:30pm

Lunch hosted by IBM

1:30pm

Fireside Chat

Santiago Pochat, Marketing Director, Head of Social Media, Verizon

Moderated by: E.J. Freni, Chief Revenue Officer, Brand Networks

2:00pm

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.

Moderated by: Jenna Sereni, Vice President, Marketing & Creative Services, WHOSAY

Ally Burton, Social Media Marketing Lead, Victoria’s Secret
Paul Gelb, Head of Programmatic & Social, Bayer
Taisa Veras, Director of Social Media, NYC & Company

2:35pm

Fireside Chat

Gregg Weiss, Director of Social Media, MasterCard

Moderated by: Tucker Durmer, VP, Digital Business Solutions, Sprinklr

3:00pm

Networking Break

3:20pm

Keynote

Stephen Hunton, Vice President, Social Discipline Leader at IBM

3:50pm

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.

Ewan Auguste, Program Director, IBM Cloud Marketing, IBM
Alex Stein, Sr. Consultant, Marketing & Strategy, Forrester

Moderated by: Colin Sinatro, Area Director of Sales, East Region, Sprinklr

4:25pm

RoundTable: What Does The Future of Social Media Hold?

Today’s most popular social networks and channels – YouTube, Facebook, Twitter, Snapchat – are at a crossroads, each facing its own crisis of sorts. Privacy, Data, Bots, Trolls, Face News, Transparency Issues and more plague these platforms and have strained their relationships with users, publishers, and advertisers. How can these platforms continue to evolve and address these problem areas, while regaining user trust, appealing to younger consumers, and better working with media and brand partners in a way that doesn’t betray users?

Moderated by: Michael Schwartz, Senior Sales Executive, Unified

Greg Cannon, Former VP, Digital Content & Engagement, MSG
Stephen Hunton, Vice President, Social Discipline Leader at IBM

5:00pm

It’s a Wrap!

AGENDA

8:00am

Breakfast hosted by IBM

8:45am

Welcome & Opening Remarks

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Editor and Chief Content Officer

Co-Chair: Stephen Hunton, VP, Social Discipline Leader, IBM

Co-Chair: Gregg Weiss, Director of Social Media, MasterCard

Host: Ted Rubin, Social Media Strategist, Acting CMO, Brand Innovators, author of Return on Relationship

9:00am

How Social Media Marketing Changed The Game

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 were given a voice and the ability to establish an open and meaningful dialogue with their favorite brands and the brands were given new platforms and tools engage with their consumers on a 1:1 basis, 24 hours a day, seven days a week.

But the role social media plays in the marketing strategy and media mix has evolved significantly. No longer helmed by interns, operated in silos, and relegated to a budgetary afterthought, Social Media’s role spans communications, advertising, PR, customer service, content marketing, and paid advertising. It’s role for brands and consumers is ubiquitous and is often the driving behind the most successful campaigns and consumer engagement.

So how are the most successful brands in America successfully using social media to get a meaningful market advantage over their competitors? How have brands re-envisioned it’s role within the broader marketing, advertising, and media ecosystem?

Emily Bibb, Global Director, Digital & Social Media, S’well
Jessica Goon, Sr. Director, Digital, KIND Snacks
Sarah Kirchner, Sr. Director, Social Media, Kenneth Cole Productions
Joe Prota, Global Social Practice Lead, IBM

Moderated by: Charles Manning, CEO, Kochava

9:35am

How IBM Watson and Influential have Revolutionized Influencer Marketing

Influencer marketing is now a multi-billion dollar industry with no signs of slowing down anytime soon. There are now over 2.5 billion daily active users across Instagram, Facebook, Twitter, Snapchat and YouTube. As consumers increasingly spend more time on social media platforms, the value of influencers and the marketing and technology platforms that run campaigns for them are ever more critical for marketers to understand and utilize. Influential CEO, Ryan Detert, will dissect the influencer marketing landscape and explain how IBM Watson is helping revolutionize the space through the use of its APIs.

Ryan Detert, CEO, Influential

9:55am

Fireside Chat

Rob High, CTO, IBM Watson

Moderated by: Ryan Detert, CEO, Influential

10:15am

Success Story

Tom Buontempo, President, ATTENTION
Christine Ngo Issaac, Marketing Director, US Consumer Engagement, LVMH

10:35am

Fireside Chat

Tom Buontempo, President, ATTENTION
Christine Ngo Issaac, Marketing Director, US Consumer Engagement, LVMH

Moderated by: Rachel Berk, Director, Client Success, AirPR

10:55am

Networking Break

11:15am

Success Story

Kaydee Bridges, Vice President, Digital & Social Media Strategy, Goldman Sachs

11:35am

Success Story

Chad Parizman, Head of Social Media and Digital Communications at Pfizer

11:55am

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, Snapchat, 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.

Moderated by: Scott Hendrickson, SVP Sales, News IQ | News Corp

Kaydee Bridges, Vice President, Digital & Social Media Strategy, Goldman Sachs
Keith Gormley, VP Social Media, Prudential
Katie Keating, Manager, Corporate Social Practice, IBM
Chad Parizman, Head of Social Media and Digital Communications at Pfizer
Gregg Weiss, Director of Social Media, MasterCard

12:30pm

Lunch hosted by IBM

1:30pm

Fireside Chat

Santiago Pochat, Marketing Director, Head of Social Media, Verizon

Moderated by: E.J. Freni, Chief Revenue Officer, Brand Networks

2:00pm

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.

Moderated by: Jenna Sereni, Vice President, Marketing & Creative Services, WHOSAY

Ally Burton, Social Media Marketing Lead, Victoria’s Secret
Paul Gelb, Head of Programmatic & Social, Bayer
Taisa Veras, Director of Social Media, NYC & Company

2:35pm

Fireside Chat

Gregg Weiss, Director of Social Media, MasterCard

Moderated by: Tucker Durmer, VP, Digital Business Solutions, Sprinklr

3:00pm

Networking Break

3:20pm

Keynote

Stephen Hunton, Vice President, Social Discipline Leader at IBM

3:50pm

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.

Ewan Auguste, Program Director, IBM Cloud Marketing, IBM
Alex Stein, Sr. Consultant, Marketing & Strategy, Forrester

Moderated by: Colin Sinatro, Area Director of Sales, East Region, Sprinklr

4:25pm

RoundTable: What Does The Future of Social Media Hold?

Today’s most popular social networks and channels – YouTube, Facebook, Twitter, Snapchat – are at a crossroads, each facing its own crisis of sorts. Privacy, Data, Bots, Trolls, Face News, Transparency Issues and more plague these platforms and have strained their relationships with users, publishers, and advertisers. How can these platforms continue to evolve and address these problem areas, while regaining user trust, appealing to younger consumers, and better working with media and brand partners in a way that doesn’t betray users?

Moderated by: Michael Schwartz, Senior Sales Executive, Unified

Greg Cannon, Former VP, Digital Content & Engagement, MSG
Stephen Hunton, Vice President, Social Discipline Leader at IBM

5:00pm

It’s a Wrap!

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You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
By checking here, you acknowledge The Trade Desk’s Privacy Policy and agree to receive marketing communications about our products and services. You may opt out anytime.
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NOTE: The Sports Marketing Upfronts events are private, and access is exclusively reserved for qualified brand side marketers in addition to league side partners and team side members.

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You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
IBM Privacy Statement. By submitting this form, I acknowledge that I have read and understand the IBM Privacy Statement.
Braze may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
By checking here, you acknowledge The Trade Desk’s Privacy Policy and agree to receive marketing communications about our products and services. You may opt out anytime.
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NOTE: The Sports Marketing Upfronts events are private, and access is exclusively reserved for qualified brand side marketers in addition to league side partners and team side members.

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IBM may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
IBM Privacy Statement. By submitting this form, I acknowledge that I have read and understand the IBM Privacy Statement.
Braze may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
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