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Case Study: Influencing The Tasti D-Lite WayPresented by: BJ Emerson, VP Technology, Tasti D-Lite and co-author of The Tasti D-Lite WayBJ will share how the beloved frozen treat franchise embraced influencer marketing to enter new markets. BJ will outline how connecting with and empowering brand advocates is a central component to the strategy behind Tasti D-Lite’s goal to grow from 60 to 500 locations. BJ will also cover specific technologies he uses to identify and engage influencers.Bio: As VP of Technology, BJ brings a strong blend of technical and creative abilities to his role atTasti D-Lite. He is an award winning social technology executive and author who has a long and consistent track record of innovation and leadership within the organizations he serves. Considered a social loyalty pioneer in the industry, in 2010 he led the deployment of the first ever loyalty platform to feature an integration with Facebook, Twitter and Foursquare which has been recognized with a variety of industry awards. BJ was once named in Mashable’s Top 40 Brands on Twitter and the People behind Them and his projects were featured as case studies in 7 different books published in 2011. BJ provided the foreword to Location Based Marketing for Dummies and is the co-author of The Tasti D-Lite Way; Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave.Case Study: Driving Brand Advocacy Through Powerful ContentMatt will share how the world’s largest real estate organization developed a cogent content strategy to empower brand advocates, both inside and outside the organization, to help grow their audience organically and enhance brand preference among consumers. Matt will also share a few examples of the compelling content that supports the brand’s ad campaign, CENTURY 21 Agents: Smarter. Bolder. Faster.SM and its marketing objectives.Presented by: Matt Gentile, Director - PR and Social Media, Century 21 Real Estate LLCBio: Matt Gentile directs public relations and social media content strategy for Century 21 Real Estate LLC, the world’s largest residential real estate sales organization. In this role, he promotes approximately 7,600 independently owned and operated franchised brokerage offices and 112,000 sales professionals in 68 countries and territories worldwide. Prior to his current position, Gentile served as the senior manager of public relations and brand communications for Florida’s largest real estate company. He has also held communication management positions with Arthur Andersen and PricewaterhouseCoopers. He began his career as an account executive for The Rendon Group, an international strategic communications firm based in Washington, D.C. As author of his personal blog, “The Social Guy,” Gentile discusses the challenges and opportunities of optimizing the power of social media within a multinational corporate enterprise.Case Study: Hop Along the Bunny Trail. Hershey's Use of Influencers for the Easter SeasonPresented by: Anna Lingeris, Manager, Brand Public Relations and Consumer Engagement, The Hershey CompanyLearn how The Hershey Company was able to take an off-line execution and turn it into online advocacy and content development with hundreds of women for the Easter Season. By providing an EXPERIENCE and simultanesouly showcasing stories and memories from real women about their Easter traditions, Hershey's was able to increase web traffic and site views while continuing to grow loyalty and advocacy for some of the most beloved brands. Will also discuss Hershey's use of audience-sharing via social networks for a "win-win" situation.Bio: Anna is responsible for developing amd executing strategic, public relations and consumer engagement campaigns for The Hershey Company brands, including perennial favorites such as, Hershey's, Reese's, Hershey's Kisses, Kit Kat, Twizzlers and Ice Breakers. In 2011, Lingeris was named one of PRWeek’s 40 Under 40 and PR News' 15-to-Watch. Her leadership also led to numerous industry awards, including the influencer-led S'mores Snacktivity Suite execution from BlogHer '10 and '11. A Pittsburgh native, Anna is an avid Steelers fan and spends her free time (what free time?!) at the gym, and on Skype dates with her niece and nephew.Case Study: FUSE Connects With Consumers Through Celebrities Presented by: Joe Marchese, Senior Vice President of Marketing & Digital, Fuse NetworksJoe will cover how FUSE, the national television network dedicated exclusively to music, reaches consumers through celebrity influencers.Bio: Joe Marchese is the senior vice president of digital & marketing strategy for Fuse. He plays a key role in continuing Fuse's music focused strategy, leads the company’s efforts to build a strong community of music fans and drives its multiplatform strategy and development. Before joining Fuse, Mr. Marchese was the co-founder and president of SocialVibe and SVnetwork, a digital advertising technology company allowing brands to reach and engage people within social media. He also served as a weekly columnist for Mediapost, writing on the broad impact of digital media on the media landscape. Earlier in his career, Mr. Marchese built and ran an online media focused consulting group that specialized in strategy development for digital publishing and advertising. Mr. Marchese began his career as a business analyst at Monster Worldwide, the parent company of Monster.com. Mr. Marchese holds a Bachelor of Arts degree in Economics and Finance from Bentley University.
Interviewee: Jamal Henderson, Sr. Brand Manager, PepsiCoBio: Jamal currently drives consumer engagement for the Mountain Dew brand. Current projects include Mountain Dew’s indie record label Green Label Sound, its branded action sports property DEW tour and the DEWeezy project an integrated partnership with Lil Wayne. Jamal’s keen-eye and cultural expertise has made extraordinary contributions to the brands he has touched in the Pepsi portfolio. Prior to his work on DEW, he rejuvenated the consumer communication on Lipton Brisk resulting in a Super Bowl spot and toward becoming Pepsico’s 18th billion dollar brand. Jamal received his BS from Cornell and MBA from the Kellogg School of Management at Northwestern.Interview by: Greg Shove, Founder and CEO, SocialChorusBio: Gregory Shove is the founder and CEO of SocialChorus, a Social Influencer Relationship Marketing software and services company. Prior to SocialChorus, Gregory was an active investor in both private and public companies, with a focus on consumer segments. He also co-founded 2Market, a Silicon Valley start-up that pioneered the development of interactive shopping (acquired by America Online in 1995). Prior to 2Market, Shove held positions at Digital Equipment Corp and Sun Microsystems. He graduated as a Sloan Fellow from Stanford University’s Graduate School of Business in 1993, and holds a B.A. in Economics from the University of Western Ontario.
Tom Chernaik, CEO, CMP.LYBio: CMP.LY’s unique disclosure solution is built on a foundation of Tom’s experience and insights in marketing, law, social media and entrepreneurship. Prior to CMP.LY, Tom built ad platforms for XM Satellite Radio where he grew annual revenues tenfold in five years. Earlier in his career, he founded Allindie.com, was a partner at Gotham Records and served as Director of Business Development at Track Entertainment. Tom is a frequent speaker at events held by the Word of Mouth Marketing Association and other organizations. He holds a BA in Liberal Arts from NYU and a JD from the Cardozo School of Law.Torrey Mirabito, Manager of Customer Engagement, PR NewswireBio: Torrey Mirabito resides in New York City where she is the Manager of Customer Engagement for PR Newswire. She has focused most of her career helping clients make better use of their communications tools through effective, interactive training. With over 6 years of industry experience, Torrey continues to consult her clients on staying engaged with key influencers, keeping their messages timely and relevant to their audiences, and leveraging feedback to form their communications strategies. Originally from upstate New York, Torrey received her Communications degree from Niagara University. After a local newspaper internship, she decided to pursue a media career.
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