Friday, October 21, 2016

Get Connected

Brand Innovators Network coming soon!

Agenda

8:00am

Breakfast

8:45am

Welcome

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

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

Event Co-Chairs:

Linda Novitt, Vice President, Marketing, SelectAccount
Kirstie Foster, Vice President of Public Relations, Blue Cross and Blue Shield of Minnesota
Wendy Wiesman, Senior Director, Brand & Engagement Marketing, Blue Cross and Blue Shield of Minnesota

9:00am

Keynote — From Content to Commerce

John Ferraro, Head of Sales, Central and Head of Industry, Auto, Outbrain

9:20am

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: John Ferraro, Head of Sales, Central and Head of Industry, Auto, Outbrain

Ashley Kimlinger, Director, Enterprise Brand Management, Deluxe
Heather Lockwood, Director of Global Digital Marketing, Aveda
Wendy Wiesman, Senior Director, Brand & Engagement Marketing, Blue Cross and Blue Shield of Minnesota

9:55am

A Winning Case Study: Consumer Insights that drove Content Strategy

Join this panel for a discussion of the strategic work and partnership between Nina Hale, Inc. and BCBSMN in creating their award-winning Consumer Content Strategy. Built on key consumer insights, the panel will share how to build, scope, execute and measure a content marketing strategy that educates and engages consumers while meeting business goals and building brand strength.

Julia Gillis, Content Strategist, Consumer & Digital Experience, Blue Cross and Blue Shield of Minnesota
Marsha Johnson, Content Marketing Strategy Leader, Blue Cross and Blue Shield of Minnesota
Kathleen Petersen, Vice President of Media, Nina Hale Inc.
Donna Robinson, CEO, Nina Hale Inc.

10:25am

Keynote – Content Creation Through Internal Studio Production

Erik Fleischhacker, Lead Interactive Content Specialist, Polaris Industries

10:45am

Fireside Chat

Erik Fleischhacker, Lead Interactive Content Specialist, Polaris Industries

Q&A Conducted by – Marc Sternberg, Co-Founder, Brand Innovators

11:00am

Networking Break

11:15am

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: Craig Pladson, Marketing Director, GoKart Labs

Sam Campbell, Content Strategist, 3M
Gavin O’Hara, Global Social Media Publisher, Lenovo
Liam Moroney, Demand Generation Manager, Marketing Automation, NewsCred
Lori Shepard, Sr. Director, Digital Experience, Anytime Fitness

11:50am

Keynote – Content Marketing – Small Business Revolution

Cameron Potts, Vice President of Public Relations and Community Management, Deluxe

12:10pm

Success Story – Leveraging Content to Drive Brand Loyalty: Examples for Retail, CPG, Membership and Finance/Insurance

Jeremy Agulnek, Director, SessionM

12:25pm

Keynote

Anytime Fitness is a brand with a BIG personality. This session will explore how we use content strategy to bring this brand to life online. This 20 minute session explores how to create a scalable content plan.

Lori Shepard, Sr. Director, Digital Experience, Anytime Fitness

12:45pm

Lunch

1:40pm

Keynote – Math + Creativity: An Unlikely Love Story

Tom Nowak, Chief Creative Officer, Best Buy

2:10pm

Fireside Chat

Tom Nowak, Chief Creative Officer, Best Buy

Q&A Conducted by – Stefanie Mirabile, Director, Nativo

2:25pm

Keynote

Maureen Bausch, CEO, Minnesota Superbowl Host Committee

2:55pm

Networking Break

3:15pm

The Fusion of Art and Science: Optimizing Creative Content With Marketing Signal Measurement

Modern brands face a daily battle of developing new and compelling content for their campaigns. The speed of digital activation makes it critical to have a real-time view of which creatives are driving awareness, engagement, and advocacy. Learn how JCPenney is pioneering an agile, data-driven approach to campaign measurement and content optimization.
Sean Ryan, Director, Social and Digital Content, JCPenney (former)
Matthew Foley, Vice President, Sales, Origami Logic

3:45pm

Fireside Chat

Gavin O’Hara, Global Social Media Publisher, Lenovo

Q&A Conducted by – John BrandtRegional Director, Adestra Inc.

4:15pm

People, Partnerships, and Production: Three Routes To Creating Compelling Content

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.

Katie Berry, Social Media Strategy Manager, U.S. Bank
Lisa Hake, Senior Marketing Director-Geek Squad, Best Buy
Kristine Sanschagrin, Innovation Marketing Manager, Cargill
Cory Vandenberghe, Digital Marketing Manager, Gander Mountain

4:50pm

It’s a wrap!