Subject to change
Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators
Event Chair: Renee Ducre, Global Marketing Director, IBM Social Business, IBM
Opening Remarks: Michelle Killebrew, Digital Marketing Excellence & Strategic Marketing Thought Leadership, IBM Social Business, IBM Corporation
Kodi Foster, Head of Brand Initiatives, Outbrain
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: Mark Josephson, CEO, Bitly
Emily Culp, SVP-eCommerce & Omni-Channel Marketing, Rebecca Minkoff
Guillermo Morrone, Vice President, Head of Global Consumer and Priceless Cities Content Strategy, MasterCard Worldwide
Charles van Es, Senior Director Portfolio Brands, Heineken USA
Rishi Dave, Chief Marketing Officer, Dun & Bradstreet
Many marketing organizations remain stuck in the old ways of doing marketing. Transforming marketing organizations across all functions to operate in a modern, digital, content-driven world continues to be a challenge. How can we make this shift?
The evolution of social content marketing continues as great brands like IBM have built core competencies and expertise within their marketing organizations. Finding ways to drive credibility, where prospects trust the messaging of business content on their social networks, is a key to performance. Can that approach scale beyond the limitations of likes or follows, which have been the foundation of social marketing through brand channels? This panel will discuss how IBM has harnessed the reach of both their employees and influencers to move the needle on measurable marketing results, creating new channels that take advantage of human-to-human relationships.
Moderator: Jordan Shultz, Vice President, Dynamic Signal
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: Steve Moynihan, Vice Presiden, OneSpot
Mike Scafidi, Director – Digital Marketing Operations, PepsiCo
When Pepsi moved their digital strategy to publishing it focused its efforts around content and found some surprising results. Find out how Pepsi aligned over 70 countries to a single platform and how content is valued when a brand is a publisher.
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 brainfor optimal results.
Moderator: Bernie Albers, Vice President, Opal
Mike Scafidi, Director – Digital Marketing Operations, PepsiCo
Marta Martinez, Global Head Video Sales, AOL Platforms
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.
Introductions: Rick Song, Global Head of Media Solution Sales, ZEFR
Moderator: Dave Rosner, SVP, Head of Marketing, ZEFR
Shafqat Islam, CEO, NewsCred
Andrew Grill, Global Partner, Social Business, IBM
Jordan Kretchmer, CEO, Livefyre In a time where our attention span is shorter than that of a goldfish, many marketers think they must share more and more content to a highly distractible audience. But with organic reach plummeting, chances are your audience still won’t see your content unless you throw more money at social networks. By investing in your owned and operated properties and shifting the focus from the quantity of real-time content to the quality of real-time content, you can earn organic followers that persist beyond a campaign.
Jane Roy, President, North America, Buzzoola
We all know it: native advertising is on the rise primarily due to consumers adoption of multiple devices. However as an industry we continue to debate what we should report on to measure ROI. Here Jane Roy, President, Buzzoola covers market drivers behind its growth, the challenges marketers face and metrics to track by keeping focused on the main driver YOU! Tune in to find out how to get native to deliver great performance.
Creating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs. Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests.
Moderator: Jordan Kretchmer, CEO, Livefyre
Lee Nadler, Marketing Communications Manager, MINI USA
Nilay Shah, Director, Digital and Social Media Marketing, New York Football Giants
Stephanie Shannon, Sr. Marketing Manager, Casino/Gaming Partnerships, Pepsico
Assaf Henkin, Senior Vice President, Brand Intelligence Solutions, Amobee
Peyman Nilforoush, CEO, inPowered
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?
Richard Kosinski, President US, Unruly
Nearly 60% of marketers now use programmatic to power up their video media buys – do you? Richard Kosinski, President of Unruly, will explain the players and parties in a programmatic campaign and share important tips to make the most of this exciting new tool, while protecting your brand and avoiding potential pitfalls
Katie Nulty, Account Director, Tongal
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 Burrell, Co-Founder, Tongal
Shivika Sinha, E-Commerce Marketing Manager, INTERMIX Penni Geller, Sr. Director, Digital Content Marketing, CA Technologies
Colin Schoenberger, Associate Director, Social Media and Analytics, WNET, New York Public Media
David Farbman, Author of The Hunt: Track, Target and Attain Your Goals