Thursday, October 30, 2014

 
  • 7:30am-8:30am | Breakfast and Registration
  • 8:30am-9:00am | Welcome
  • 9:00am-10:45am | Program
  • 10:45am-11:05am | Networking Break
  • 11:05am-12:30pm | Program
  • 12:30pm-1:30pm | Lunch
  • 1:30pm-4:40pm | Program
  • 4:40pm | Brand Innovators Cocktail Reception

Subject to change

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Brand Innovators Network coming soon!

Agenda


7:30am

Breakfast

9:00am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens

9:15am

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.

9:45am

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: Kristin Hersant, Vice President, Marketing, Livefyre

Dave Jungers, Senior Social Media Strategist, Mall of America
Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens
Kelly Jones Hicks, Social Media Marketer and Web Content Editor, Best Buy

10:30am

Keynote

Kodi Foster, Head of Brand Initiatives, Outbrain

11:00am

Networking Break

11:20am

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: Jonathan Tauber, Head of Central Region, Outbrain

Erin Anderson, Manager, Social Media Engagement, General Mills
Erin Vande Steeg, Senior Social Media Strategist, Mall of America
Brian Enderlein, Digital Media and Analytics, Consumer Business Group, eHub, The 3M Company

12:00 noon

POV — The Alchemy of Connection: How Branded Content Drives Results

Matthew Sharp, Senior Manager, Consumer Analytics & Research, AOL

Two+ years ago, AOL built a measurement solution to gauge the impact of branded entertainment. In that time, we have deployed the methodology to 40 different campaigns. The presentation is a meta analysis of that research, drawing from the normative data we’ve collected in the past two years. How do these programs, which include branded entertainment, native, and custom content, drive brand metrics? How deep can advertisers go in integrating their brands into content? Is heavy integration a good thing or a bad thing? And how can brands approach content creation from an informed and insightful perspective?

12:30pm

Lunch

1:30pm

Keynote — Questioning Sliced Bread, the Why, What and How of Word of Mouth Marketing

Ted Wright, CEO, Fizz

You’ve heard the hype and you’ve read the stories, now learn how brands create huge growth through Word of Mouth Marketing (WOMM). Get the inside scoop on the why’s and how’s of WOMM Marketing. A successful word of mouth campaign isn’t luck – it’s executing a set of techniques that you can use to create phenomenal volume growth by activating your army of raving fans and happy customers. During this presentation, you will learn how to plan and execute a Word of Mouth Marketing program – whether you are doing it internally or bringing in an outside agency. There will be lots of real world/big brand case studies, check lists, and slides you can take with you and use to present to your teams. Data, numbers, real world results all included at no extra charge.

2:10pm

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

David Chivers, former Chief Digital Officer, Jostens

2:45pm

Trendspotting — Employee Advocacy

Rob Nolte, Vice President, EveryoneSocial

More and more, we hear about companies enabling their employees to be brand advocates. Their social acumen, along with a network of friends and family, bring competitive advantages to the business. Then the statistics drive home the case. According to the Edelman Trust Barometer, everyday employees are twice as trusted as executives. Also, Nielsen found consumers are 77 percent more likely to buy a product when they hear about it from someone they trust. Are you ready to take your employee advocacy program to the next level?

3:20pm

Networking Break

3:40pm

Success Story — How Naked Juice Leveraged the Power of Customer Advocates to Target Key Markets

Brett Leeson, Head of Partnerships, Tongal

4:05pm

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: Matt Durkin, Regional Sales Director, Collective

Erin O’Brien, Senior Manager, CRM Strategy, Best Buy

4:40pm

Brand Innovators Cocktail Reception