Keynote Case Study: Digital Fitness
Presented by: Bonin Bough, Director of Digital and Social Media, PepsiCoSociety is rapidly becoming 100% digital. New technologies have transformed the way people work, learn, communicate, and share. Yet large organizations have often failed to pace with this transformation, and now lag far behind the rest of society in their digital thinking and capabilities. For businesses to survive, let alone succeed, they must quickly and continuously adapt to the ever-changing digital environment. The key is Digital Fitness – embracing the attitudes, adopting the tools, and allocating the resources necessary for organizations to thrive in a dynamic digital world. In his presentation, Bonin will explain the elements of Digital Fitness, and how to drive its principles throughout an organization. He will detail how PepsiCo has become one of the most Digitally Fit companies in the world, helping to drive the business and support the company ethos, "Performance with Purpose." For organizations, the stakes could not be higher: embrace Digital Fitness, or go the way of the dinosaur.
Case Study: One Marketing Program, Two Audiences: How Social Content can Bridge the Messaging Divide
Presented by: Stacie Bright, Senior Communications Marketing Manager, Unilever
Discover how social media content can drive a marketing program’s success, in numbers and brand equity. Stacie will review how the launch of the first ever Dove Men’s line found it’s home in social media with men and the primary shopper.
Case Study Presented by: Tom Dorf, Director of Advertising Sales, MocoSpace
Case Study: Behind the Scenes Keys to Social Media Success
Presented by: Paul Hernacki, Chief Technology Officer, Definition 6
A look at the critical roles, approach and teamwork required across the disciplines of marketing, creative, and technology to bring about real success in social media based on award-winning work Definition 6 has done with one of the largest brands in the world.
Case Study: UbyKotex Gets Real
Presented by: Juliet Wilson, Sr. Brand Manager, KOTEX® Brand & Julie Lee, Executive Director, Engagement Manager, Organic, Inc. for Kimberly-Clark's Kotex Brand By integrating the branded website and all launch activity with the social web, U by Kotex drove healthy dialogue and provided real answers by engaging thousands of women in meaningful conversations which created major waves of widespread media coverage for the Declaration of Real Talk Campaign. The campaign helped drive even more online dialogue, earning the brand six and a half times more conversations online than its next closest competitor, including on the branded site, in the social networks, and consumer generated content and videos. Learn how UbyKotex extended the solution of authenticity into the social sphere.
Case Study: More Than Just Facebook for Business: Translating Social Interactions into Actionable Social Intelligence
Presented by: Alan Nugent, CEO, Mzinga
Business is inherently social—and accordingly, many brands around the world have already embraced social technologies as a way to engage customers and raise brand awareness. But social solutions are more than just Facebook for business. A comprehensive, well-planned social ecosystem can provide enormous benefits that span the enterprise—and can help organizations gain valuable insight into meeting customer needs, improving loyalty, and sustaining and growing revenue.
Roundtable Topic: Effective Content Strategies for Driving Social Media EngagementModerated by: Brian Benitez, Vice President of Product, BlogTalkRadio
Bio: Brian Benitez is the Vice President of Product at BlogTalkRadio. For the last two decades, Benitez has been focused on building cutting-edge streaming media solutions that enable individuals and businesses to effectively engage and activate consumers online. In this role at BlogTalkRadio he oversees all aspects of product design and development for this leading interactive audio broadcasting solution. Prior to joining BlogTalkRadio, he led the product development efforts at several leading audio and video technology companies, including Grab Networks, KIT Digital, Inc., The FeedRoom, SmashTV, and many others.
Roundtable Topic: Social Style: How to Leverage Social Shopping Behaviors to Deliver an Interactive Online Experience With Maximum ResultsModerated by: Jason Brandt, VP of Business Development & Client Strategy, Zemoga
Bio: Jason Brandt is VP of Business Development & Client Strategy at Zemoga, a Digital Innovation Agency. Responsible for account management, strategy, and innovation, Mr. Brandt develops core ideas for clients across all verticals. He draws on 22 years of experience working with major brands, including AMEX, Royal Caribbean, ADT Home Security, Maalox, Bermuda Tourism, IBM, The Hartford, Met Life, and the National Football League. He currently focuses on nurturing client satisfaction and growth, and lends his broad experience in cross-channel promotion, segmentation, research, and messaging..
Roundtable Topic: Taking Advantage of Mobile and Social Platforms to Engage in CRM, Provide Consumer Service & Drive E-commerce with more Personalized & Engaging Customer Experiences in Consumer Packaged Goods
Moderated by: Stacie Bright, Senior Communications Marketing Manager, Unilever
Bio: As the senior communications marketing manager for Unilever, Stacie Bright oversees the creation, management, strategic development and implementation of marketing communication efforts in both traditional media and the social media space for several top consumer, beauty and lifestyle brands, including Dove®, Vaseline®, Ponds®, Caress® and Q-tips®. Stacie has received multiple industry awards, including the PRSA “Best of Show” Silver Anvil, PRWeek Award for the Consumer Launch Campaign of the Year, the Holmes Report Sabre Award for the Marketing to Women Category and the PRSA Big Apple Award for Marketing to Special Audiences, among others for her work on Dove.
Roundtable Topic: Be the Channel: Discussion on Building Low-Cost "Brand Owned" Online Channels that can Rival Traditional Media
Moderated by: Jarvis Cromwell, Managing Principal, Reputation Garage Bio: Jarvis is Managing Principal and Founder of the Reputation Garage, a popular blog and POV consultancy focused on helping organizations build trust and improve reputational performance. Jarvis served previously as the chief marketing officer of Storm Exchange, a company building out the financial market for the weather. Prior to that he was Senior Vice President and Chief Marketing Officer at Thomson Financial (now Thomson Reuters), and has held senior marketing and public relations roles at Commonfund, Citigroup and J. Walter Thomson. He began his career as an analyst at J.P. Morgan. Jarvis is a founding member of The CMO Club and a popular speaker on trust and reputation issues at marketing, communications and business management forums and events. He is a contributing author to the book: The Chief Marketing Officer: CMOs from the World’s Leading Companies on Building a Team, Setting Goals, and Making a Financial Impact. A graduate of Tufts University, Jarvis lives in Connecticut with his wife and children.
Roundtable Topic: How Companies are Organized Around Social Media
Moderated by: Maura Curtin, Executive Director, Social Media Advertising Consortium Bio: Maura Curtin is the Executive Director of the Social Media Advertising Consortium, a non-profit trade council, organized to create standards and measurement for social media. Maura began her digital career on the launch team of iVillage, where she pioneered the network’s community strategy. Prior to joining SMAC, she was the head of Trade Marketing for Fox Interactive Media, which included building the business-to-business value propositions for MySpace, IGN, Photobucket, Fox.com, Americanidol.com and Foxsports.com. She joined Fox after launching the digital strategy for Women’s Wear Daily at Fairchild Publications. At Fairchild she built a successful paid subscription model for the online version of the 100 year-old retailer’s daily newspaper and marketed it internationally. She is a graduate of Fordham University. email: mcurtin@smac.org
Roundtable Topic: Mobile Social Gaming - What are Effective in-game Advertising Strategies that Leverage Social Play?
Moderated by: Tom Dorf, Director Advertising Sales, MocoSpace
Bio: Tom Dorf is the Director of Advertising Sales at MocoSpace, where he has been instrumental in developing mobile campaigns for brands such as Nokia, Colgate, McDonald's, Tracfone, Mazda, IKEA, Wachovia, Spike TV and FUSE TV. MocoSpace is the #1 mobile social network, with 17+ million members, growing at a rate of 25,000 per day. In January of 2011, MocoSpace reached 130 million daily page views and over 1 million hours of daily usage. Prior to MocoSpace, he was the Director of International Sales at Zedge, monetizing online and mobile traffic in over 220 countries around the world. Tom made his way in to the mobile sphere via IDT Media as Director of Sales, working with IDT Hispanic and HopStop, the largest online portal for mass transit directions in the country. With his intuitive creativity, Tom has made recognized advancements in the mobile social sales field.
Roundtable Topic: How to Empower the Entire Organization to Reach to the Social Consumer
Moderated by: Lou DuBois, Executive Editor / Community Marketing Manager, Social Media Today
Bio: Lou Dubois is a New York City-based writer, editor and marketer, who has worked with and written about Fortune 500 companies and small businesses, focusing on social media, emerging technologies, small business success, entrepreneurship, sports business and corporate policy. He is an editor and community marketing manager at Social Media Today, a family of ten B2B sites that help global organizations create purpose-built social communities, as well as a contributing writer at Inc. Magazine. Previously he worked for Sports Illustrated, the Associated Press and SOBeFit Magazine, along with various newspapers.Roundtable Topic: Measuring ROI for your Social Media Campaign
Moderated by: Mark Fishkin, VP Digital Sales and Marketing, Wall Street Journal Digital Network
Bio: Since 2010, Mark Fishkin has served as Vice President, Digital Sales and Marketing for Wall Street Journal Digital Network. He is responsible for creating, developing, presenting and implementing web-based, mobile, and social media marketing solutions for top and prospective clients that generate leads, build brands and retain customers. The Wall Street Journal Digital Network includes 2009 Ad Age Digital Hot List site WSJ.com, as well as MarketWatch.com, Barrons.com, AllThingsD.com, and a suite of mobile applications and sites. He joined the Wall Street Journal in 2008 as Executive Director, Digital Solutions. Previously, Mr. Fishkin was the Director of Digital Sales Development at BusinessWeek.com, where he managed sales development for the franchise’s digital operations. Mark has also worked in business and sales development areas at CondéNet and Time Inc., and at top ad agencies DDB Needham and Deutsch, Inc. He is frequent speaker on media and publishing industry panels such as the Online Publishers Association and the Folio Publishing Summit on topics ranging from social media programs to integrated media selling. Mr. Fishkin received a bachelor’s degree in Political Science from Boston University and an MBA degree in Marketing/Info Systems from the Stern School of Business, New York University. He currently resides in West Orange, NJ.
Moderated by: Paul Hernacki, Chief Technology Officer, Definition 6
Bio: Paul Hernacki, Chief Technology Officer for Definition 6, is responsible for direction and strategy with regard to the technologies used to design and implement solutions for Definition 6 clients. Prior to joining Definition 6, Paul managed the .NET Technical Leadership Team and Microsoft solutions for the Hewlett-Packard Application Services practice in the Americas. He has consulted for Fortune 500 companies including General Motors, Coca-Cola Company, Ford Motor Company, Eckerd Drugstores, and CMS Energy as well as consulting for organizations such as the Blackstone Group. Paul holds a Bachelor of Arts degree from Michigan State University where he studied Business Administration / Pre-law and Computer Science.
Roundtable Topic: Paid, Earned and Owned - How Does Your Media Plan Stack Up on Facebook?
Moderated by: Myles Kleeger, General Manager, Strategic Brand Partnerships, Buddy Media
Bio: Myles brings 14 years of experience in the advertising, media and digital marketing industries to Buddy Media, where he oversees the company’s largest strategic brand client relationships. Prior to joining Buddy Media, Myles built and ran the digital marketing practice at the Kaplan Thaler Group (division of Publicis), where he oversaw all digital advertising, promotional and social media efforts for a wide range of clients including Procter & Gamble, Wendy’s, Continental Airlines and Aflac, and he won several industry awards in the process, including two Webby Awards in 2010. Prior to Kaplan Thaler Group, Myles was the SVP, GM of Alloy Media & Marketing, a full service promotional and digital marketing agency, which was named the 2004 Agency of the Year by PROMO magazine. Myles was born and raised in Long Island, NY and now lives in Westchester, NY with his wife and daughter. Myles earned his B.A. in Public Policy at Duke University, and his M.B.A. in Finance from the NYU Stern School of Business.
Roundtable Topic: Community Managers and Their Valuable Role in Driving Your Social Strategy
Moderated by: Julie Lee, Executive Director, Engagement Manager, Organic, Inc.
Bio: Julie leads the Kimberly-Clark relationship for Organic, a leading digital agency, which includes working with brands like Kotex, UbyKotex, Poise, Depend, and others. Organic’s partnership with Kimberly-Clark is focused on providing sound digital strategies to drive their brand objectives forward and to meet the changing needs of their consumers today. Prior to joining Organic, Julie has led relationships with a variety of clients, including Fisher-Price, Energizer, Hilton, Discover Card, and State Farm. Her passions include the great trifecta of the Chicago Bears, Cubs, and the mighty Illini.
Roundtable Topic: Social Commerce: Can Facebook Be Your Storefront? Should it be?
Moderated by: Noah Mallin, Vice President, Social Media, Digitas
Bio: Noah Mallin is vice-president of social media at Digitas, an agency with a roster of Fortune 100 companies that includes American Express, Kraft, and P&G. Previously he was Director of Strategic Development and Director of Social Media at Reprise Media, a digital marketing agency in New York. From 2003 until 2008 he was at Business Wire developing cutting-edge digital public relations tools and platforms to distribute PR and IR content worldwide. He is a contributor to the Huffington Post on digital marketing and culture as well as a frequent panelist and speaker at events like OMMA Social, Digital Hollywood and Brandhackers. You can follow him on Twitter at @NoahMallin
Roundtable Topic: Are Online Communities Driving Purchase Decisions on the Web as Much as They Could or Should?Moderated by: Soniya Monga, Global Marketing Solutions Account Manager, LinkedIn Canada
Bio:
Soniya Monga’s background includes roles at Morgan Stanley and Microsoft Canada, where she developed digital and social media strategies for technology decision makers. She is the Community Manger at Techvibes.com, co-host of Perpetual Radio’s Social media Show and is leading the strategy for The Maple Leaf Digital Lounge at South by Southwest to bring visibility to Canadian startups, entrepreneurs and innovative technologies. Soniya recently joined LinkedIn Canada where she works with enterprise and consumer-focused marketers to empower a connection with the world’s largest audience of influential and affluent professionals. She is a graduate of McGill University’s Economics and International & Developmental Affairs program. Follow her on Twitter @soniyamonga.
Roundtable Topic: A Cynics Guide to Twitter: How to Gain Followers Without Really TryingModerated by: Drew Neisser, CEO and Founder, Renegade LLC
Bio: Drew is the founder of Renegade, the NYC-based social media and marketing consultancy that helps client cut through all the nonsense to deliver genuine business growth. A long-time proponent of non-traditional approaches, Drew has helped four clients be recognized as Guerrilla Marketers of the Year by BRANDWEEK. He is the champion of Marketing as Service, a philosophy he espouses in his writings on FastCompany.com, MediaPost, TheDrewBlog.com, and via his tweets @DrewNeisser. Drew has spoken at numerous industry events and is frequently quoted in the press including recent appearances on Nightline and ABC World News Tonight.
Roundtable Topic: Understanding Social Intelligence: Putting Your Crowd’s Social Interactions to Work for You
Moderated by: Alan Nugent, CEO, Mzinga
Bio: Alan (Al) Nugent is the CEO of Mzinga, the leader in social intelligence solutions, services, and analytics for business. Prior to Mzinga, Nugent served as EVP and CTO at CA Technologies, where he drove the strategic technology direction and delivery of the entire CA product portfolio. Previously, Nugent was S VP and CTO of Novell; EVP, CTO, and CPO of Vectant, Inc.; SVP, CTO, and CIO at MunichRe/American Re; SVP and CTO at Xerox Corporation; and chief technologist and software architect for BellSouth Corporation. Nugent is the independent member of the Board of Directors of Adaptive Computing and a member of several technology advisory boards. A frequent writer and speaker on business and technology, Nugent is also an instrument-rated private pilot and has played professional poker for the past three decades.
Roundtable Topic: Making Your Social Content Directional
Moderated by: Michael Pranikoff, Director, Emerging Media, PR Newswire Association LLC
Bio: Michael Pranikoff, Global Director of Emerging Media at PR Newswire, is responsible for educating PR Newswire staff and customers about the role emerging media in marketing / communications. Michael is also involved in the development of products and services for PR Newswire in the area of emerging media. Michael joined PR Newswire in 1998. He immersed himself in the technology industry in and around the Washington, D.C. area. In 2003, Michael was named the National Technology Markets Specialist, and eventually led to being named PR Newswire’s first Director of Emerging Media. Michael has been a featured speaker and moderator at events across the globe, including creating and facilitating PR Newswire’s Emerging Media Seminars since 2006. Michael is also a featured contributor to several blogs, podcasts, and newsletters. Prior to joining PR Newswire, Michael worked for MacNeil / Lehrer Productions which produces the NewsHour with Jim Lehrer. Michael graduated from Syracuse University. Michael Pranikoff maintains a link blog linking to sites and conversations that pertain to the intersection of technology and public relations at http://delicious.com/michaelpranikoff
Roundtable Topic: Are you Better Off Creating a Facebook page, or adding Facebook to your Website?
Moderated by: Jack Wagner, VP of Business Development, Open Audience Manager
Bio: Jack Wagner, VP of Business Development at Open Audience Manager, has over a decade of business development and thought leadership experience with interactive new media strategy, production, recruitment and innovation from Fortune 500s to start-up companies. Mr. Wagner is highly engaged in the interactive and social media community and has hosted and spoken at various industry conferences and events. Prior to joining DefinedLogic, he was a Partner in The Employment and Career Channel, which produced, aggregated and distributed career development content on Television and through VOD over the internet. Mr. Wagner built the first career video portal for careerbuilder.com and was partnered with numerous international affiliate distribution partners. Additionally, he served as VP of Business Development/Recruitment for Addison Search, Consultant, Career Coach and one of the first movers in the video platform space on the internet. With a personnel technology and employment branding network of thousands of people, he remains well connected also to his alma mater, Monmouth University, where he currently serves as Treasurer of the Board of Directors.
Roundtable Topic: Using Social Media to Build a Word of Mouth Engine that Drives Business
Moderated by: Adam Wallace, Director of Digital Marketing, Roger Smith Hotel
Bio: Adam Wallace is the Director of Digital Marketing for the Roger Smith Hotel, a family-run boutique art hotel in midtown Manhattan. In his years there he has helped establish the hotel’s reputation as a pioneer in social media marketing. His first project was building a video based website for the Roger Smith Hotel in 2006 with Panman Productions and Roger Smith Arts, which evolved into the hotel’s current blog, RogerSmithLife.com. More recently Wallace has worked with the Roger Smith team to create video and photography content on YouTube and Flickr while building a substantial and loyal following on Twitter and Facebook. Through these online relationships the Roger Smith has become a hub for social media leaders and innovators from across the country. Wallace now manages and monitors all of the hotels online marketing channels.
Roundtable Topic: The Integrated Social Media Experience: The Pitfalls of Neglecting Your Domain Site
Moderated by: Alan Wolk, Managing Director, Social Media Strategy, KickApps
Bio: One of the only new voices to come out of the creative side of the ad business, Alan Wolk has staked out a distinctive space for himself among digital strategists. The wide-ranging appeal of Wolk’s common-sense approach, combined with his prior hands-on experience as an advertising creative director, has made him the go-to guy for digital thought leadership, speaking and consulting.
