Friday, May 20, 2016

 

Get Connected

Brand Innovators Network coming soon!

Agenda

7:00am

Breakfast

8:00am

Welcome

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

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

8:15am

Opening Remarks

Douglas Busk, Global Group Director, Digital Communication & Social Media, The Coca Cola Company

8:30am

Opening Keynote — On the Front Lines of the Battle for Relevance

Stephen Kim, VP, Global Accounts, AOL

Keeping pace and connecting with consumers in the digital era is a constant challenge for any marketing requiring strategic and organizational agility. How do you stay current with consumers whose behaviors and tastes are in continual evolution? How do you orient your team to handle innovation as a way of daily life? In this session we’ll explore case studies as well as guidance for the future of content marketing from a veteran of both the publisher and client sides of this modern dilemma.

9:00am

Content Marketing 2.0: From Boardroom to Newsroom

There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.

Moderator: Michael Logan, Chief Revenue Officer, Origami Logic

William Espey, Branding Creative Lead, Chipotle Mexican Grill
Tim Goudie, Director, Social Media, The Coca-Cola Company
Sheri Malmgren, SVP, Director of Social Media & Content Marketing, SunTrust Bank
Mallory Perkins, Senior Digital Strategy Manager, Walmart

9:40am

Keynote — The State of Content Marketing and Digital Story Telling

Halley Holdsworth, Head of Sales, Outbrain

If you create great content and no one sees it, did you really create anything at all? Content distribution is a large piece of the puzzle, and investing in tools that allow you to measure it’s effectiveness is key. Learn about the trends to look out for in 2016 and how to syndicate your content while controlling your brand story during the consumer journey

10:00am

Keynote

Katrina Craigwell, Global Director, Marketing Innovation, General Electric

10:20am

Keynote

Jim Tobin, Jim Tobin, President, Ignite Social Media; President, Carusele

10:40am

Networking Break

10:55am

Success Story — Building a Brand Newsroom

Gavin O’Hara, Brand Newsroom Director, Lenovo

11:15am

Success Story — Tongal

Andy Begal, SVP, New Business Development, Tongal

11:30am

Brands as Editors

Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.

Moderator: Megan Crofton, Regional Sales Director, Wayin

Kim Atkinson, Director, Content Marketing at InterContinental Hotels Group
Adam Naide, Executive Director of Marketing & Social Media, Cox Communications
Gavin O’Hara, Brand Newsroom Director, Lenovo
Meg Ryan, Senior Director, Marketing Strategy, Atlanta Hawks & Philips Arena

12:00pm

POV

Nikki Wegner, Regional Director, Brand Partnerships, Foursquare

12:15pm

Success Story — Walmart Today: Our Fun and Focused Move Into Brand Publishing

Mallory Perkins, Senior Digital Strategy Manager, Walmart

Walmart’s blog, Walmart Today, was relaunched in early 2015 with a whole new strategy and look revolving around the mission from their CEO to “write a story our kids and grand kids would want to hear”. Since then, the team has turned the idea into a publishing platform far more than just a blog but still fixated on a specific audience and content plan. Mallory Perkins will share what went into this transformation, their most successful stories and what we can all learn from the journey.

12:35pm

POV — Social Analytics is a Key Ingredient for Effective Content Marketing

Karen Wade Allen, Senior Sales Engineer – NetBase Solutions

Join Karen, as she shares how Ames, Scullin & O’Haire Inc. used social analytics to understand the audience of their client, Georgia Aquarium to create targeted content that led to an 8% increase in attendance. She’ll also share how Internet Marketing Inc. leveraged consumer insights to create incredibly engaging content and a quiz for Zenni, which led to an increase of their online sales by $1.1M.

12:50pm

Lunch

1:35pm

Keynote — Putting the Friendly Dent in Dental

Craig Dubitsky, CEO & Founder, Hello Products

How Hello Products is reinventing the $40B global oral care category.

2:00pm

Fireside Chat

Douglas Busk, Global Group Director, Digital Communication & Social Media, The Coca Cola Company

Q&A conducted by: Nick Gross, Sr. Enterprise Account Executive, Adobe

2:25pm

POV — Lifting Brand Equity and Sales with Branded Video Content

Seraj Bharwani, Chief Strategy Officer, Visible Measures

Against a backdrop of today’s hyper-crowded, noisy, and fragmented media environment, branded video has emerged as the lead player in the modern choreography of digital marketing. Compelling branded stories can grab consumer attention in ways not easily accomplished with pre-roll ads and fully deliver on the promise of brand marketing. Most importantly, gaining a dominant share of audience attention through such content has lifted both brand perception and sales across a wide range of industry categories. This session will present case studies with consumer insights and best practices on delivering business results with branded video advertising

2:40pm

Keynote — Values Integration & Creating Content

William Espey, Branding Creative Lead, Chipotle Mexican Grill

In order for companies to build brand awareness AND be remembered, compelling content is key. As Chipotle’s Brand Voice, William led the creation of award-winning viral videos that prove how great content is vital in connecting with a broader audience. Outlining how the most effective way to produce memorable content is through “values integration,” he challenges audiences to explore whether their brand truly reflects its values and offers strategies for integrating those values into their organization.

3:10pm

Networking Break

3:25pm

Change Agents: Leading Innovation @ Big Brands

Moderator: Adam Meshekow, EVP Strategy & National Sales, SITO Mobile

Katrina Craigwell, Global Director, Marketing Innovation, General Electric
Lloyd Lorenzen, Brand Building Leader And Innovation Director, Napkins, Georgia Pacific
Bachir Zeroual, Global Director, Marketing Ventures , The Coca-Cola Company

4:00pm

Keynote — Creating Content at the Speed of Culture

Maria Sipka, Co-Founder & President, Linqia

Consumers today have direct access to an unprecedented amount of information, enabling them to search for peer reviews, ideas and recommendations 24/7. This is rapidly changing the consumer purchase path, making it challenging for Marketers to predict what will resonate best with their target audience at any given time, and requiring that content about the brand be everywhere that consumers are searching for information. This session will offer a new way for Marketers to build a library of evergreen, easily discoverable content that is continually produced, tested and proven at the speed of culture.

4:20pm

Success Story

Laura Reese, Director, Digital & Media, Church’s Chicken

4:40pm

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

Moderator: Maria Sipka, Co-Founder & President, Linqia

Ashish Arya, Director, eCommerce & Digital Marketing, The Coca-Cola Company
Martina Chisholm, VP Content Marketing, SunTrust Bank
Laura Reese, Director, Digital & Media, Church’s Chicken

5:15pm

It’s a wrap!