Brand Innovators Social Media

Presented by
Presented by

April 30, 2019

Tuesday

,

April

30

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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

9:00am

Welcome & Opening Remarks

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Pearl Tam, Senior Director of Content & Community, Brand Innovators
David Teicher, Editor & Chief Content Officer, Brand Innovators

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

Co-Chairs:
Stephen Hunton, Vice President, Social Discipline Leader, IBM
Gregg Weiss, Director/Vice President, Digital Marketing, Social Media, Mastercard

9:10am

Keynote

Stephen Hunton, Vice President, Social Discipline Leader, IBM

9:30am

Fireside Chat with the Social Leaders of IBM

Brittany Detamore, Manager, Hybrid Cloud Global Social Disipline, IBM
Renee Edwards, Manager, Corporate Social Practice Leader, IBM
Stephen Hunton, Vice President, Social Discipline Leader, IBM
Joe Prota, Manager, Global Social Practice, IBM

Moderated by: Jane Roy, VP, Americas, Buzzoole

9:50am

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.

Moderated by: Ann Piper, Head of Sales, East, Spotify

Ben Blakesley, SVP, Head of Social Media and Editorial Content and SEO, Citizens Bank
Will Carafello, Sr. Director of Social Media, New York Mets
Michael Italia, Head of Social Media, Mars Wrigley Confectionery, North America
Joshua Nafman, Senior Marketing Partner, Centre of Digital Excellence, Americas, Diageo
Eva Valerio, Director, Global Digital Marketing and Social Media, La Mer, The Estee Lauder Companies

10:30am

Keynote

Maggie Drew Brennan, Innovation Strategist, MediaMonks

10:45am

Networking Break

11:00am

Keynote: How LEGO Inspires The Builders of Tomorrow

Over the past several years, the LEGO Group’s social media presence has grown from being non-existent, to a best-in-class, fun and engaging experience across leading social platforms, delivering meaningful and engaging interactions with millions of fans every day. James will take you through how The LEGO Group’s developed such a global and evocative social media content strategy across audiences and social channels.

James Gregson, Head of Social Media Studios, LEGO Group

11:25am

Fireside Chat

James Gregson, Head of Social Media Studios, LEGO Group

Moderated by: Bill Hildebolt, CEO, gen.video

11:40am

Keynote

Ann Rubin, Vice President, Corporate Marketing, IBM

12:00pm

Fireside Chat

Ann Rubin, Vice President, Corporate Marketing, IBM

Moderated by: Dana McGovern, Vice President of Sales, Tremor Video DSP

12:15pm

Success Story: How Humana Turns Digital & Social Insights into Business Advantage

Brenda Rick Smith, Media Marketing, Humana
Kurt Genden, Founder & Managing Partner, TrueVoice Intelligence

12:35pm

Lunch hosted by IBM

1:30pm

Fireside Chat

Anna Ritchie, Head of Digital Content and Social Media, Snacks, Campbell’s Soup Company

Moderated by: Hannah Forbes, Strategy Director, Influence, R/GA

1:50pm

Supercharging Social Media Interactions with Consumers

Since the advent of social media, the paradigm has shifted from “pushing” messages to consumers, to “pulling” in their feedback, co-creating content and creating real meaningful interaction with audiences. Social media has streamlined market research, provided direct communication pipelines to address customer service, and established reputations through ratings and reviews. As social networks and listening tools continue to evolve, learn how to supercharge your interactions with customers through case studies about how to effectively use this two-way medium in new ways to create online communities while minimizing risk to brand reputation.

Moderated by: Jane Roy, VP, Americas, Buzzoole

Megan Brewer, Manager, Social Media Strategist, Prudential
Elisabeth Bromberg, Director of Brand Social, T-Mobile
Amanda Odmark, Community Manager, Lavva
Mallorie Rosenbluth, Director, Social Media & Content Strategy, Grubhub

2:25pm

Keynote

Jennifer Cacace, Social Media Director, Pandora

2:40pm

Fireside Chat

Jennifer Cacace, Social Media Director, Pandora

Moderated by: Moderated by: Matthew Wurst, Managing Director, US, Webedia

2:55pm

Networking Break

3:10pm

Fireside Chat

Daymond John, Founder & CEO, The Shark Group

Moderated by: Marc Sternberg, Co-Founder, Brand Innovators

3:30pm

Amplification: Pouring the Gas on Content with Distribution Tactics and Paid Media

Marketers today know that content is king when it comes to engaging consumers and helping them get to know your brand. But content creation is only the first step. If consumers don’t see the content you create, it can be an investment lost. You want your content marketing efforts to lead to new customers or conversions. The queen to your content king is distribution. Distribution efforts not only amplify your content so consumers will see it but provide a means to measuring ROI. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? What are the best avenues of distribution and paid media to enhance your content marketing efforts? Leading brand marketers share their insights.

Moderated by: David Spiegel, Head of Sales, New York Media

Joseph Barbagallo, Department Manager, Digital, Social & CRM, Jaguar Land Rover North America
Tim Leake, SVP / Chief Marketing Officer & Innovation, RPA
Gregg Weiss, Director, Social Media & Digital Marketing, Mastercard

4:05pm

Fireside Chat

Alphonzo Terrell, Director, Digital and Social Marketing, HBO

Moderated by: Aden Zaman, SVP of Strategy & Business Development, Samba TV

4:25pm

Building Content Through Social Media & Influencer Marketing

Creating content and creating good content that people want to share and evokes an emotional impact are two very different matters. Three major approaches have emerged through which brand marketers can develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by meeting the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is ‘advertainment’, informative, or otherwise relevant to people’s lives and interests.

Moderated by: Casey Saran, CEO, Spaceback

Gregory Littley, Associate Director of Content, Social, and Digital, Revlon Portfolio Brands
Dan Mazei, Senior Director, Global Newsroom, Reebok
Andrea Port, Director, Public Relations & Social Marketing, Kohl’s
Kennedy Reynolds, Vice President, Brand and Content, Acorns

5:00pm

It’s a Wrap!

AGENDA

8:00am

Breakfast hosted by IBM

9:00am

Welcome & Opening Remarks

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Pearl Tam, Senior Director of Content & Community, Brand Innovators
David Teicher, Editor & Chief Content Officer, Brand Innovators

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

Co-Chairs:
Stephen Hunton, Vice President, Social Discipline Leader, IBM
Gregg Weiss, Director/Vice President, Digital Marketing, Social Media, Mastercard

9:10am

Keynote

Stephen Hunton, Vice President, Social Discipline Leader, IBM

9:30am

Fireside Chat with the Social Leaders of IBM

Brittany Detamore, Manager, Hybrid Cloud Global Social Disipline, IBM
Renee Edwards, Manager, Corporate Social Practice Leader, IBM
Stephen Hunton, Vice President, Social Discipline Leader, IBM
Joe Prota, Manager, Global Social Practice, IBM

Moderated by: Jane Roy, VP, Americas, Buzzoole

9:50am

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.

Moderated by: Ann Piper, Head of Sales, East, Spotify

Ben Blakesley, SVP, Head of Social Media and Editorial Content and SEO, Citizens Bank
Will Carafello, Sr. Director of Social Media, New York Mets
Michael Italia, Head of Social Media, Mars Wrigley Confectionery, North America
Joshua Nafman, Senior Marketing Partner, Centre of Digital Excellence, Americas, Diageo
Eva Valerio, Director, Global Digital Marketing and Social Media, La Mer, The Estee Lauder Companies

10:30am

Keynote

Maggie Drew Brennan, Innovation Strategist, MediaMonks

10:45am

Networking Break

11:00am

Keynote: How LEGO Inspires The Builders of Tomorrow

Over the past several years, the LEGO Group’s social media presence has grown from being non-existent, to a best-in-class, fun and engaging experience across leading social platforms, delivering meaningful and engaging interactions with millions of fans every day. James will take you through how The LEGO Group’s developed such a global and evocative social media content strategy across audiences and social channels.

James Gregson, Head of Social Media Studios, LEGO Group

11:25am

Fireside Chat

James Gregson, Head of Social Media Studios, LEGO Group

Moderated by: Bill Hildebolt, CEO, gen.video

11:40am

Keynote

Ann Rubin, Vice President, Corporate Marketing, IBM

12:00pm

Fireside Chat

Ann Rubin, Vice President, Corporate Marketing, IBM

Moderated by: Dana McGovern, Vice President of Sales, Tremor Video DSP

12:15pm

Success Story: How Humana Turns Digital & Social Insights into Business Advantage

Brenda Rick Smith, Media Marketing, Humana
Kurt Genden, Founder & Managing Partner, TrueVoice Intelligence

12:35pm

Lunch hosted by IBM

1:30pm

Fireside Chat

Anna Ritchie, Head of Digital Content and Social Media, Snacks, Campbell’s Soup Company

Moderated by: Hannah Forbes, Strategy Director, Influence, R/GA

1:50pm

Supercharging Social Media Interactions with Consumers

Since the advent of social media, the paradigm has shifted from “pushing” messages to consumers, to “pulling” in their feedback, co-creating content and creating real meaningful interaction with audiences. Social media has streamlined market research, provided direct communication pipelines to address customer service, and established reputations through ratings and reviews. As social networks and listening tools continue to evolve, learn how to supercharge your interactions with customers through case studies about how to effectively use this two-way medium in new ways to create online communities while minimizing risk to brand reputation.

Moderated by: Jane Roy, VP, Americas, Buzzoole

Megan Brewer, Manager, Social Media Strategist, Prudential
Elisabeth Bromberg, Director of Brand Social, T-Mobile
Amanda Odmark, Community Manager, Lavva
Mallorie Rosenbluth, Director, Social Media & Content Strategy, Grubhub

2:25pm

Keynote

Jennifer Cacace, Social Media Director, Pandora

2:40pm

Fireside Chat

Jennifer Cacace, Social Media Director, Pandora

Moderated by: Moderated by: Matthew Wurst, Managing Director, US, Webedia

2:55pm

Networking Break

3:10pm

Fireside Chat

Daymond John, Founder & CEO, The Shark Group

Moderated by: Marc Sternberg, Co-Founder, Brand Innovators

3:30pm

Amplification: Pouring the Gas on Content with Distribution Tactics and Paid Media

Marketers today know that content is king when it comes to engaging consumers and helping them get to know your brand. But content creation is only the first step. If consumers don’t see the content you create, it can be an investment lost. You want your content marketing efforts to lead to new customers or conversions. The queen to your content king is distribution. Distribution efforts not only amplify your content so consumers will see it but provide a means to measuring ROI. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? What are the best avenues of distribution and paid media to enhance your content marketing efforts? Leading brand marketers share their insights.

Moderated by: David Spiegel, Head of Sales, New York Media

Joseph Barbagallo, Department Manager, Digital, Social & CRM, Jaguar Land Rover North America
Tim Leake, SVP / Chief Marketing Officer & Innovation, RPA
Gregg Weiss, Director, Social Media & Digital Marketing, Mastercard

4:05pm

Fireside Chat

Alphonzo Terrell, Director, Digital and Social Marketing, HBO

Moderated by: Aden Zaman, SVP of Strategy & Business Development, Samba TV

4:25pm

Building Content Through Social Media & Influencer Marketing

Creating content and creating good content that people want to share and evokes an emotional impact are two very different matters. Three major approaches have emerged through which brand marketers can develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by meeting the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is ‘advertainment’, informative, or otherwise relevant to people’s lives and interests.

Moderated by: Casey Saran, CEO, Spaceback

Gregory Littley, Associate Director of Content, Social, and Digital, Revlon Portfolio Brands
Dan Mazei, Senior Director, Global Newsroom, Reebok
Andrea Port, Director, Public Relations & Social Marketing, Kohl’s
Kennedy Reynolds, Vice President, Brand and Content, Acorns

5:00pm

It’s a Wrap!

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By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors from this session including AWS, who may send you relevant information about marketing and media innovation, from time-to-time. You may opt-out at any time, by emailing meghan@brand-innovators.com.
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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.
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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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.

YOUR INFORMATION

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.
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.
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.
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By registering for our Brand Innovators Livecasts, you are opting in and agreeing to share your contact information with our sponsors from this session, including AWS and IBM Watson, who may send you relevant information about marketing and media innovation, from time-to-time. You may opt-out at any time by emailing meghan@brand-innovators.com.

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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.

YOUR INFORMATION

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.
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.
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
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By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors, who may send you relevant information about marketing and media innovation, from time-to-time.  You may opt-out at any time, by emailing meghan@brand-innovators.com.
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