Thursday, February 26, 2015

  • 8:00am-8:45am | Breakfast and Registration
  • 8:45am-9:00am | Welcome
  • 9:00am-11:10am | Program
  • 11:10am-11:30am | Networking Break
  • 11:30am-12:30pm | Program
  • 12:30pm-1:30pm | Lunch
  • 1:30pm-2:55pm | Program
  • 2:55pm-3:15pm | Networking Break
  • 3:15pm-5:00pm | Program
  • 5:00pm | Cocktail Reception

Subject to change

Get Connected

Brand Innovators Network coming soon!

Contact

Speaker Injures

Brandon Gutman

917-843-7606

Sponsorship Opportunities

Marc Sternberg

310-403-3330

Agenda

8:00am

Breakfast

8:45am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Event Chairperson: Susan Hammes, VP Social Media Marketing, American Express
Event Co-Chair: Mason Nelder, Director of Central Insights & Social Business, Verizon
Host: Ted Rubin, Acting CMO, Brand Innovators, Social Marketing Strategist, Brand Evangelist and Author

9:00am

Opening Remarks — The State of Social Media

Susan Hammes, VP Social Media Marketing, American Express

9:15am

Unleashing the Power of Social Media

The social media explosion over the past decade is arguably the most important paradigm shift in the history of brand marketing, to date.For the first time ever, consumers have a voice and the ability to establish an open and meaningful dialogue with their favorite brands. This new relationship has created a powerful tool and opportunity for brand marketers to build rapport and engage with their consumers on a 1:1 basis, 24 hours a day, seven days a week. Social has also provided brands with the a platform for turning their most loyal and avid fans into advocates and brand ambassadors; influential consumers who then leverage their social media channels and provide first hand references for their favorite brands. How are the most successful brands in America successfully using social media to get a meaningful market advantage over their competitors? What’s the next big thing in social? How can social keep you at the top of your game? Learn from the best.

Moderator: Kathy Leake, CEO & Co-Founder, Qualia Media

Susan Hammes, VP Social Media Marketing, American Express
Dave Melbourne, SVP Marketing & Corporate Social Responsibility, Bumble Bee Foods
Mason Nelder, Director of Central Insights & Social Business, Verizon

9:50am

Fireside Chat: “Moving at the Speed of Culture”

Moderator: Jim Norton, Global Head of Media Sales, AOL

Lynn Power, President, J. Walter Thompson NY
Adam Kerj, Chief Creative Officer, J. Walter Thompson NY

10:15am

Connecting with Content

As Facebook marketing expert Mari Smith recently stated, “Content may be king, but engagement is Queen.” Authentic, original content enables brands to build trust with their consumers. The holy grail of content marketing, however, is to make it so compelling and engaging that consumers not only engage, but share it vis-à-vis social media — Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, LinkedIn, etc. — with their friends and families. How can you make meaningful emotional connections with content? What makes consumers want to share content? What are the secrets of winning with content? You heard it here first. Now tell a friend.

Moderator: Patrick Stokes, Vice President, Product Management, salesforce.com

Katie Raymond, Sr. Global Manager, Digital & Social Media Marketing, HARMAN International
Elisa C. Thomas, Executive Director Digital Marketing – Social & CRM, Clinique
Alana Visconti, Social Media Manager, Hello Products

10:50am

How Can You Increase the ROI on Social Media Investments?

Jason Beckerman, Chief Product Officer, Unified

Social media and real-time marketing have changed the game for brand marketers. This educational session will explore the challenges social media creates in a marketing supply chain made up of brands, agency partners, and technology vendors. It also showcases the opportunities that rich social media data creates for every party in that supply chain. Most importantly, attendees will understand how marketing automation and the power of big data can drive higher ROI for brand marketers leveraging social media.

11:10am

Networking Break

11:30am

Tapping The Social Data Gold Mine

The growing gold mine of new consumer data made accessible to marketers through an ever increasing array of social networks — Facebook, Twitter, Tumblr, Pinterest, Instagram, Snapchat, Whisper, Vine — is supposed to be a treasure trove of insights to make marketers smarter and marketing more effective. But successfully making use of that data first means answering a lot of questions, like what data matters and what you want to do with it, and building new teams with the right skill sets, including data scientists, analysts, engineers and creatives.

It’s not just about tracking and metrics either; as marketers really listen to what consumers are saying, that data can be used to inform offline and online creative, content development, and messaging strategy.

This panel will explore the intersection of social + data and how top tier brands and marketers have tackled these challenges to gain new insights into their consumers to personalize messaging, inform their creative and content marketing strategies, measure the impact of social, and use a combination of paid and earned media to take their efforts to the next level.

Moderator: Tim Burke, CEO, Affinio

Amy Avery, Head of Analytics, North America, J. Walter Thompson NY
Emmy Burns, Global Digital & Social Media Strategist, Elizabeth Arden Licensed Fragrances
Nina Mishkin, Director, Digital Brand & Social Media Marketing, American Express
Mike Scafidi, Director, Digital Marketing Operations, PepsiCo

12:05pm

Keynote — Hub & Spoke On The Real: How Leveraging a “Strengths” Culture Is Your Best, But Most Difficult, Path To Excellence

Mason Nelder, Director of Central Insights & Social Business, Verizon

Organizing teams to work together is hard, especially when new teams are being created within an existing structure. Centralize, decentralize, to control or not to – hub & spoke is not novel, however how it’s implemented can be. We have to be flexible, efficient and maintain consistent quality in a world where innovation and change is constant. Implementation of a “strengths” culture leverages the greatest potential in your team to deliver the seemingly impossible.

12:30pm

Lunch

1:30pm

Success Story — The Making of “UPS: Your Wish Delivered”

Vincent Washington, Social Media Manager, UPS

In January 2014, UPS was reviewing our 2013 Peak season results – results and frustrations that many customers shared on social media channels. My discussion will focus on following: Through executive leadership, planning, multiple team collaboration, social media strategy and the honest relationship between a child and his UPS driver…UPS could deliver multiple wishes for the Peak 2014 season.

2:00pm

Keynote

Pernille Bruun-Jensen, Chief Marketing Officer, NetBase

2:20pm

Navigating Social Media in the Age of Pay-to-Play

Marketers have known for some time that organic reach is increasingly limited on social media and that their brands have to pay up if they want to engage with their target audience. But is organic social reach really dead? Much of the upset has been fueled by Forrester research from October 2013, which began by saying that “Facebook is failing marketers” because it creates less business value than any other digital marketing opportunity. It came as no surprise then that this is the year Facebook transitioned to a pay-to-play model. So, how can brands avoid being crowded out of social platforms as algorithms give more and more priority to paid content? It’s the experience and the content that count. Affinity, advocacy and action – these outcomes cannot be bought, rather they are interactions that are earned. Hear perspectives from the experts as they debate the fundamental marketing challenges presented by social media, whether they’re changing in the age of pay-to-play, and the role organic content still plays in the evolving social ecosystem.

Moderator: Bryan Wiener, Chairman, 360i & Expion

Melanie Cohn, Social Media Manager, Dunkin’ Brands
Jason John, CMO, Publisher’s Clearing House
Daniella Nabuco, Sr. Manager, Digital & Social Media, Materne North America, GoGo squeeZ

2:55pm

Exclusive First Look — 2015 Millennial Brand Ranking Report

Norty Cohen, Founder & CEO, Moosylvania

Join us for the debut of our latest research on the Millennial generation. Building on two years of surveys and panels with this important influencer target, the 2015 Millennial Brand Ranking Report demonstrates which brands are connecting with Millennials and which ones aren’t, no matter how much they spend on advertising.

3:15pm

Networking Break

3:35am

Success Story: Ahalogy – “Marketing With Meaning on Pinterest”

Bob Gilbreath, Co-Founder, Ahalogy

3:55pm

Success Story — Transforming the Ivanka Trump Brand

Marissa Kraxberger, Vice President, Creative, Ivanka Trump

How do you take an existing business with a celebrity name at the helm and turn it into a real brand? A lot of hard work—and a pretty serious social media strategy helps, too. In 2014, Marissa Kraxberger, Vice President of Creative at Ivanka Trump, along with her team, relaunched the brand through social media, a brand identity change and a new content site with videos and editorial to paint the picture of a new woman. With an existing affordable product line, her team’s goal was to take its figurehead, a seemingly unapproachable heiress and celebrity, and portray her, authentically, as a woman that other women—specifically working women—can relate to.

4:20pm

Success Story — “How to Get Your Brand to Back You”

As social media becomes a pay to play platform, how do you convince your brands to put more media spend behind it? How do you explain that it is no longer the greatest place to get earned media with very little spend? Beth Reilly, who spent years building brands in social like Oreo, Cadbury, and Kraft Macaroni and Cheese will reveal ten tips on how she’s successfully moved brands to a pay to play world.

Beth Reilly, Sr. Director, Head of Digital & Social, Barilla

4:45pm

Leveraging Consumer Generated Content and the Next Wave of Brand Experience

Social media is transforming how consumers interact with brands and express their “brand enthusiasm.” Nowhere is this more evident than in the proliferation of user generated content — including pictures and video — featuring consumers sharing their experiences with their favorite products and brands. How are brands capturing these images and encouraging consumers to continue to post? How are brands driving sales though this new channel? Do these types of consumer “endorsements represent the next wave of marketing in the digital era? Move over Spielberg and make room for the next generation of film makers!

Moderator: Dick O’Brien, Director of Product Marketing, Offerpop

Christine Espinoza, Associate Director, Global & Brand Social Strategy, Starwood Hotels & Resorts Worldwide
Lauren Salazar, Director of Social Media, Weight Watchers
Susan E. Smith, Sr Creative Director, Brand & Media, Priceline.com

5:20pm

Brand Innovators Cocktail Reception