Tuesday, October 7, 2014

 
  • 7:30am-8:00am | Registration & Breakfast
  • 8:00am-8:30am | Welcome
  • 8:30am-10:20am | Program
  • 10:20am-10:40am | Networking Break
  • 10:40am-12:30pm | Program
  • 12:30pm-1:20pm | Lunch
  • 1:20pm-3:20pm | Program
  • 3:20pm-3:40pm | Networking Break
  • 3:40pm-5:30pm | Program
  • 5:30pm | Cocktail Reception

Subject to change

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Brand Innovators Network coming soon!

Agenda


7:30am

Breakfast

8:00am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Chair: Rich Stoddart, CEO, North America, Leo Burnett
Host: Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens

8:30am

Content Marketing 2.0: From Boardroom to Newsroom

Content marketing has come of age. Over the past few years, electronic publishing has evolved from a novelty to a core competency and crucial strategy for leading brands. From outsourcing to content marketing factories to building full-fledged newsrooms, brands are creating and distributing more content than ever, engaging their consumers in more authentic and emotional ways than they could ever have dreamed possible of doing only a few short years ago. In addition to investing more marketing dollars than ever in content marketing, cutting edge brand marketers are now viewing content marketing as a primary “top of funnel” marketing function, supporting all marketing initiatives. No longer a step-child, content marketing has become an integral piece of the marketing process, prominently reflected in the org charts and media spends of market leading brands. Lean in and listen up, to learn more about how content marketing can drive your sales to new heights.

Moderator: Andrew Furman, ‎Vice President, West and Central Region, Outbrain

Susanne Dawursk, Senior Director, Brand Marketing, GrubHub
Matt Johnson, Head of Digital Media, State Farm
Barbara Liss, ‎Sr. Director, Social Media, Motorola Mobility
Beth Reilly, Senior Director, Head of Digital & Social Marketing – Americas Region, Barilla Group

9:10am

Keynote — A Content Conundrum

Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens

More content. More screens. More often. In the race to match the hunger for content that consumers have, companies are struggling to keep up. One simple adjustment to how you approach content, can make all the difference.

Introduction by Alexis Berger, Vice President, Marketing, Kargo

9:30am

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 that resonate with consumers. In addition, every great content strategy must be coupled with a rock solid distribution plan, combining earned, owned and paid media, including native advertising, when appropriate. 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: Michael Son, VP Strategic Partnerships, Disqus

KC Geen, Senior Manager-Social Media, Grubhub
Jake Lestan, Emerging Media and Advertising, Discover Card
Kasey Skala, Head of Digital and Social, Solo Cup

10:00am

Keynote

David Ives, Chief Revenue Officer, NewsCred

10:20am

Networking Break

10:40am

Keynote

Lauri Baker, Vice President, Brand Strategy and Sales, Head of Branded Content, The Huffington Post

11:00am

Success Story: InfusionSoft

Eric Roach, CEO, EveryoneSocial
Heather Dopson, CMO, Social Media Explorer and former Manager of Social Strategy, Infusionsoft

11:20am

Embracing the Cross-Device Video World

With so much content across screens and devices, today’s consumers have divided attention and high expectations. But fragmentation can mean opportunity for advertisers who are willing to cater to consumers’ demands and build media plans that properly target them. In this presentation, JC Clarke, RVP of Innovid, will provide statistics and perspectives on content consumption and advertising spending habits with recommendations on how to retain the consumer’s attention and leverage engagement and interactions with your brands.

JC Clarke, Regional VP, Innovid

11:30am

Digital Video Explosion

Globally, IP video traffic will be 79 percent of all consumer Internet traffic in 2018, up from 66 percent in 2013. This percentage does not include video exchanged through peer-to-peer (P2P) filesharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2018.

— Cisco Visual Networking Index: Forecast and Methodology, 2013–2018

The goal of every great piece of content marketing is to create an emotional connection with the consumer. Emotional connections drive engagement, and engagement drives word of mouth and brand loyalty. To that end, more brands than ever are embracing digital video to connect with their consumers in new and meaningful ways. In addition, digital video advertising is empowering brands with a new form of storytelling. Find out how cutting edge brands are moving the meter with digital video.

Moderator: Mitchell Reichgut, CEO, Jun Group

Erick Dickens, Vice President, Marketing, King’s Hawaiian
Brian Goldstein, Global Head of FIFA World Cup-Global Brand Marketing Group, McDonald’s Corporation
John Shea, Head of Global Markets, Gatorade

12:00pm

Social Media Analytics and Professional Sports: Using Data To Compete and Win

Statistical analysis isn’t only en vogue on the field, court or ice, it’s also taken hold in the marketing departments of major sports franchises. Rick Liebling, Head of Global Marketing for Unmetric, speaks with Jeremy Thum, the Director of Digital for the Chicago Bulls, and Brad Boron, New Media Manager for the Chicago Blackhawks, about how they leverage social media analytics to plan, create and measure their social media efforts. The conversation will highlight how to engage fans, leverage events and build communities by understanding what works based on data. Your brand might not be competing for the Stanley Cup (and you certainly don’t have to guard LeBron James), but the key learnings will be relevant to any brand.

Moderator: Rick Liebling, Head of Global Marketing, Unmetric

Jeremy Thum, Director of Digital, Chicago Bulls
Brad Boron, New Media Manager, Chicago Blackhawks

12:30pm

Lunch

1:20pm

Keynote – Mastering Flow-Based Execution

David Farbman, Author, Speaker & Hunter, New York Times Best Seller Author of The Hunt: Track, Target and Attain Your Goals, Chairman and Founder of OutdoorHub

1:50pm

Achieving Balance in Content Planning: How to Maximize Engagement by Uniting the Left and Right Brain.

In today’s ever changing, cluttered social marketing landscape of new platforms, emerging markets and evolving technology, it’s near impossible for today’s modern marketer to find balance. Balance between the data-driven, more left-brained approach to effective content planning and a more creative, right-brained approach that (when done correctly) can result in pitch-perfect storytelling. One is grounded in facts and figures while the other is more intuitive and fluid, but both essential to helping brands create engaging content. So how do today’s busy marketers find the time for this delicate balancing act? It’s a problem most brands, regardless of size, are facing today. This panel discussion will explore best practices when it comes to achieving balance during the essential planning phase – and offer tips to ensure your team is utilizing both the left and right brain for optimal results.

Moderator: George Huff, CEO, Opal Labs

Lisa Camarillo, Chief Publisher and Head of Sponsored Media Global Communications, NetApp
Bill Kiss, Chief Digital Marketing Officer, Sears Holdings

2:25pm

Keynote

Kodi Foster, Head of Brand Initiatives, Outbrain

2:50pm

Keynote: The Science of Brand and Corporate Storytelling

Doug Busk will present a synthesized view of the art and science of real-time marketing at The Coca-Cola Company. He will detail how his group creates, curates, and packages content for Coca-Cola Journey in partnership with our brand and regional marketers worldwide.

Doug Busk, Global Group Director – Digital Communications and Social Media, The Coca-Cola Company

Introduction by Jim Larrison, Chief Marketing Officer, Dynamic Signal

3:20pm

Networking Break

3:40pm

Keynote — Driving Engagement (Not Just Clicks) with Your Content

Every day people create billions of pieces of content, yet there is only so much time in a day for people to consume content. How do you get people to actually pay attention and engage with YOUR content?

Peyman Nilforoush, CEO, inPowered

4:05pm

Keynote – The Art and Science of Building Brands: Infusing Creativity in Data-Driven World.

Jon Suarez-Davis, VP, Global Media & Digital Strategy, The Kellogg Company
Karl Miller, Associate Director-Digital Strategy, The Kellogg Company

Introduction by Jim Larrison, Chief Marketing Officer, Dynamic Signal

4:30pm

Success Story — Tongal

Parrish Snyder, ‎EVP, Global Accounts, Tongal

4:50pm

What does Success in Content Marketing look like?

Whether it is page views or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? 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? Leading brand marketers share their insights.

Moderator: Mark Josephson, CEO, bitly

Doug Busk, Global Group Director – Digital Communications and Social Media, The Coca-Cola Company
Dana StrokovskySocial Content Strategy Manager, Discover
Sage Wodarz, Associate Director, Content and Social Marketing, Kraft Foods Group

5:30pm

Brand Innovators Cocktail Reception