Brand Innovators Network coming soon!
Host: Ted Rubin, Social Marketing Strategist, Keynote Speaker, Brand Evangelist and Acting CMO, Brand Innovators, author of Return on Relationship
Event Chairperson: Greg Eden, VP of Brand & Communications, Autodesk
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: Jason Beckerman, CEO & Co-Founder, Unified
Shanee Ben-Zur, Social Media Leader, Dropbox
Meg Ciarallo, Vice President, Brand Marketing, SoFi
Noah Cole, Director, Social Media & Communications, Autodesk
Susan McBride, Senior Director Marketing Communications, Method Home
Tina Wung, Director, Digital Strategy & Innovation, Anheuser Busch InBev
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: Brandon Bergmark, Head of Sales, West, Outbrain
Dusty DiMercurio, Head of Content Marketing, Autodesk
Tom Musbach, Managing Editor, Social Media, Bank of the West
Meghan Ryan, Director, Digital and Social Marketing, San Francisco 49er
Tina Wung, Director, Digital Strategy & Innovation, Anheuser Busch InBev
Ryan Taketa,Product Marketing Manager, NetBase.
Join Ryan as he shares how social analytics identified the sudden changes in brand mentions and provided the necessary context to the recent Chipotle crisis to effectively minimize the impact on brand reputation and the bottom line.
Jason Beckerman, CEO, Unified
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 through 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 filmmakers!
Moderator: Marc Stiglitz, Director, Business Development, Brand Strategy, Wayin
Jennifer Lashua, Chief of Staff, Digital Marketing & Media, Intel
The days of broadcast-only social strategies are over. Today, smart brands are going beyond the promos and approaching social as a channel for ongoing two-way conversation with their audiences. Through effective strategies that integrate marketing and customer care, these brands are building stronger—and more profitable—relationships with customers and advocates. This session will explore the key components of Twitter’s growing investment in customer service and define the three crucial types of customer care on Twitter. Topics of conversation will include:
-Identifying and engaging the internal teams that are critical to your social media success
-Using social media monitoring and listening to stay on top of customer trends
-Anticipating, diffusing and resolving situations that arise on Twitter
-Developing a strategy that delights your customers and creates brand advocates
Joanna Hamilton, Group Marketing Manager, Social Media, Intuit
Join Joanna as she shares how QuickBooks launched Small Business Big Game, a program designed social first to drive engagement with its core consumer and culminated in giving away a :30 Super Bowl spot to the winning small business. She’ll share how the program came to be, the impact it had on the small businesses and the resulting benefits to the QuickBooks brand.
Julie Hayes, Senior Brand Communications Manager, Autodesk
Scott Schnaars, VP of Enterprise Sales, Dynamic Signal
Scott Schnaars tells a personal story about the power of social media, how brands can use social to create brand advocates and why an informed employee is an engaged employee. Dynamic Signal is the leading platform for employee advocacy and engagement.
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: Christopher Leet, Sr. Director of Product Marketing, NetBase
A community story from Sutter Health and linkAges
Vandana Pant, Senior Director Strategic Initiatives, Sutter Health: Palo Alto Medical Foundation
Gregor Ehrlich, Social Media and Creative Lead, The Clorox Company
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.
Rachel Luxemburg, Principal Strategist Social Media, Adobe