Thursday, July 16, 2015

 
  • 7:30am-8:45am | Breakfast & Registration
  • 8:45am-9:00am | Welcome
  • 9:00am-10:50am | Program
  • 10:50am-11:10am | Networking Break
  • 11:10am-12:30pm | Program
  • 12:30pm-1:30pm | Lunch
  • 1:30pm-3:10pm | Program
  • 3:10pm-3:30pm | Networking Break
  • 3:30pm-4:15pm | Program
  • 4:15pm | Cocktail Reception

Subject to change

Get Connected!

Brand Innovators Network coming soon!

Agenda


7:30am

Breakfast

8:45am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators
Event Chairperson: Sean Alpert, Senior Director of Product Marketing, Salesforce

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: Misha Talavera, Chief Marketing Officer, NeoReach

Kirstin Falk, Managing Director, Brand Innovation & Activation, Charles Schwab
Dusty DiMercurio, Head of Content Marketing, Autodesk
Eric Mason, Director of Strategic Marketing Communications, Wix.com
Chris Pemberton, Director of Content, Capstak

9:35am

Keynote — Content Marketing the Kimpton Way

Savvy marketers know: consumers, not brands, drive great content strategy. Smart companies are moving from “convince and convert” to “converse and convert.” But what should the conversation be about? To answer that question, all one has to do is listen. Here’s how Kimpton Hotels and Restaurants taps into their consumers and their 8,000+ employees for memorable social content.

Whitney Smith, Director of Social Media, Kimpton Hotels & Restaurants

10:00am

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: Damian Borichevsky, Vice President, Client Services, OneSpot

Marissa Gomes, Senior Brand Manager, Innovation, Big Heart Pet Brands
Armen Najarian, WW SaaS Category Marketing, IBM
Amity Valentin, Group Marketing Manager, Quickbooks Desktop, Intuit

10:35am

Networking Break

10:55am

Keynote — Leaving Fear Behind: How Venture Marketing Vanquishes Fear

Fear. Fear of failure. Fear of ridicule. Fear of demotion. Fear of missing out. Fear in our industry tends to be very focused around results, perceptions and our careers. Fear can be crippling in its ability to block ideas from becoming actions, or, in some cases, ideas from ever even being ideated.

So, how do we master our fear? We take a Venture Marketing approach, one that borrows heavily from Silicon Valley, and focuses on developing a series of small wins, each of which builds confidence, courage and commitment to the cause.

Marketers today have to think like Venture Capitalists. This presentation illustrates exactly how to harness the power of Venture Marketing to relevage fear to the rear view mirror.

Julian Aldridge, VP, Brand Evangelism & Activation, Charles Schwab

11:20am

Fireside Chat

Julian Aldridge, VP, Brand Evangelism & Activation, Charles Schwab

Q&A conducted by Lisa Joy Rosner, Chief Marketing Officer, Neustar

11:35am

Get a Digital Marketing Quick Win with Employee Advocacy

88% of companies are going through digital marketing transformations. They’re trying to adapt to the digital customer mindset, which can be a long, complex process. What you need is a quick win and to create momentum. Now you can kickstart that transformation and drive revenue and engagement with your best advocates – your employees. Employee Advocacy lets employees receive and post company-approved content to their social networks. And when you include employees in your social media strategy, you can expand your network by 10x. Since people listen more to their social connections (those they trust) than to official marketing campaigns, you can increase content engagement by 700x and brand awareness by 14x. Come and learn how our proven Employee Advocacy platform has immediately ignited our customers’ digital marketing transformations. And, you’ll walk away with best practices and strategies that will eventually turn those quick wins into big victories.

Moderator: Pavey Purewal, CMO, Dynamic Signal

Julie Hayes, Sr. Brand Communications Manager, Autodesk
Eric Mann, Vice President, Product Marketing, Castlight Health
Marius Ciortea, VP of Marketing, Contract Live

12:10pm

Keynote

Andrew Furman, VP of Sales, West and Central Region, Outbrain

12:30pm

Lunch hosted by FleishmanHillard

1:30pm

Keynote

Pamela Naumes, Senior Director, Brand Engagement, Bolthouse House

1:50pm

Fireside Chat – About.com & The Clorox Company

About.com will discuss the trends and insights of Content Marketing – the components, success metrics and the merging with traditional media programs.
Mary O’Connell, Senior Director, Global Digital Marketing, Social Media and Public Relations, Clorox
Natalie Klinkhammer, VP of Sales, West, About.com

2:20pm

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

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: Russ Bley, VP of Sales, NewsCred

Michael Fenech, Global Social Strategy Lead, Western Union
Amanda Mahan, Creative Director, Digital/Content/Social, The Clorox Company
Pamela Naumes, Senior Director, Brand Engagement, Bolthouse Farms

3:00pm

Networking Break

3:20pm

Keynote

Michael Fenech, Global Social Strategy Lead, Western Union

3:45pm

Success Story

Toby Trevarthen, Founder, Spatial Shift

4:00pm

Fireside Chat

Lynn Vojvodich, EVP, Chief Marketing Officer, Salesforce.com
Q&A conducted by Jordan Kretchmer, CEO, Livefyre

4:30pm

Brand Innovators Cocktail Reception