Download OPENING EVENING: SUNDAY, FEBRUARY 21 1:00 – 4:00pm

OPENING EVENING: SUNDAY, FEBRUARY 21
1:00 –
REGISTRATION
4:00pm
4:30 –
6:00pm
EXECUTIVE EDUCATION
ROUNDTABLE 1
EXECUTIVE EDUCATION
ROUNDTABLE 2
EXECUTIVE EDUCATION
ROUNDTABLE 3
Responding to A Crisis
New Era of Leadership
The Epidemic of Constant
Change
Tackling the Omni-Channel How Marketers are Coming of
challenge. The Hidden Value Age: Tapping into Millennials The Year of the Connected
of Brand Reputation and how
- Interactive Content is
Lifestyle Consumer
to Resolve the Marketer’s
Priceless!
Movement
Identity Crisis
Moderator: Jenny Karn Co- Moderator: Steve Facini
Moderator: Eve Mayer CEO - Founder & VP, Marketing
Director & CMO Social Media Delivered Content - Beutler Ink
ondemandCMO Inc.
6:00 COCKTAIL RECEPTION
7:00pm
GALA DINNER & KEYNOTE SPEAKER
John Sculley Former CEO of Apple and Former President of Pepsi-Cola
7:00 –
Key Discussion Points:
10:00pm
• What are the new implications of new technology such as cloud/data/mobile
for all industries as so much transparency is reliant on customer impact.
• Business’s that are exceptional have exceptional customer experience
• Is this US really a middle class economy anymore.
DAY 1: MONDAY, FEBRUARY 22
7:00 –
BREAKFAST AND REGISTRATION
7:50am
7:50 –
KEYNOTE BREAKFAST PRESENTATION
8:50am
The Participation Game
Leader: Norty Cohen CEO - Moosylvania
Over the last four years, Moosylvania has surveyed more than 5,000 millennial
consumers about their favorite brands. Along the way, we asked them for specifics on
social status, personal values and the attributes they connect with most. Using a
national research company, we ranked the top 100 brands – and have built insights
around why and how brands get adopted. The presentation is a spirited creative brief
zeroing in on the ultimate target – friends of friends.
8:55 –
SESSION 1: WORKSHOP
9:35am
Teaming Up: The Value of Partnership
Leader: Damian Slattery Chief Marketing Officer - Sports Illustrated Group
Key Discussion Points:
• How to identify the right partners and opportunities
• Understanding complementary strengths, talents and assets
• Collaborating, cooperating, communicating across organizations, sectors,
interests
• Leveraging shared values to unlock incremental value
• Building trust, staying on task in the face of obstacles, then driving results
There is no reinvention without invention – and today companies, enterprises and
brands of all sorts can develop new and innovative products and services through
smart partnership with like-minded organizations, even competitors. Productive
partnership is built on trust, shared values and complementary missions. Assets and
talents – human, technological, physical or virtual – must align to create something
greater than your brand or company could build and execute on its own.
New, never-been-done-before, first-ever. Everyone hears it. Everyone demands it.
One smart way to deliver this consistently is through creative, collaborative
partnership. Partnership built on trust and compatibility as well as consistent goals
and objectives can lead to compelling, first-ever products, services, communications,
and communities. At Time Inc., building unexpected, unique partnerships is leading
to new programs, experiences and results for all involved. Let’s partner to explore the
value of this fresh way to work and build together.
Advantage: This session will look at key qualities that drive productive partnership
and lead to value for consumers, marketers and relevant stakeholders. We will explore
how to transform a brand, a brand product, a brand experience by leveraging
unexpected partnership to build something better together.
9:40 –
SESSION 2: WORKSHOP
10:20am
Storytelling with Data
Leader: Jennifer Zeszut CEO – Beckon
We marketers are masterful storytellers. We spend countless hours obsessing over the
stories we tell our customers—creating elaborate briefs planning out what we want
our target audience to think, feel and believe after they see our work. We hone and
perfect the message across every touch point. Yet, when it comes time to show an
internal audience (like the CEO or CFO) how marketing is performing, our
Shakespearian storytelling capabilities evaporate. We toss charts and numbers and
spreadsheets out, with little context and few key takeaways or conclusions. “As you
can see…” Stop. No one can see. Bringing good, clean data to bear is essential, but not
sufficient. The numbers don’t tell a story. You need to tell the story of marketing
performance.
Join Beckon CEO Jennifer Zeszut for a look at how to combine science with art, data
with storytelling, and logic with emotion to craft a compelling story of marketing
performance. In this session we will cover:
• How to structure your story (er, reports) for maximum impact.
• The dos and “please don’t!”s of marketing performance storytelling.
• The use of imagery, video and text to add context to your data.
• How to flex this new muscle yourself, as a marketing leader, so that you can be
more influential and effective, but how, also, to instill the capability in your
team.
10:25 SESSION 3: WORKSHOP
11:05am
Social-Driven Commerce: The Relationship Between Social and Commerce
Leader: Jennifer Betka Chief Marketing Officer - StubHub
Key Discussion Points:
• How to Make More Effective Use of Social Media in Your Ecommerce Strategy
• The evolving social commerce experience landscape
• The sharing component of social will drive purchase behavior when integrated
with destination oriented apps
• As social and payment technologies advances, so do consumers and businesses’
expectations and level of trust around a payment transaction on social
platforms.
E-commerce is increasingly becoming more about enabling shoppers to buy wherever
and however they choose. The latest sign of that shift is Pinterest, Instagram and
Facebook rolling out new tools that let e-retailers drive sales directly from their
platforms. From the launch of Domino’s “tweet-a-pizza” ordering system to
Facebook’s “Messenger for Business” platform to the most recent release of Buy
Button on Pinterest, the influence of social commerce on commerce has never been
stronger.
Consumers are increasingly “Instagramming” or “SnapChatting” products and
experiences related to shopping and want to engage with their friends and their
influencers along their path to purchase. Social platforms like Twitter, Instagram and
Pinterest have become important resources for the connected shopper. Consumers
will often discover products or ideas from their network and influencers as part of their
shopping experience. Beyond the initial purchase, social platforms allow consumers to
share their products or experiences as well as learn from a community of others, which
can reinforce a brand and initiate another path to purchase.
11:15 –
12:15pm
ROUNDTABLE 1
ROUNDTABLE 2
ROUNDTABLE 3
What Does ROI Mean to the Nielsen and Facebook Social Real-time TV Measurement
Modern Marketer - The
Content Ratings – What
Metrics that Mean Business
Does it Mean?
Moderator: Cynthia
Johnson Director, Brand
Moderator: Jenny Karn Co- Moderator: Eve Mayer CEO Development - American
Founder & VP, Marketing
- Social Media Delivered
Addiction Centers
Content - Beutler Ink
Leader: Nancy
Leader: Mark Myers SVP,
Leader: Todd Benedict SVP Adzentoivich Senior Vice
Sales ispot.tv
of National Sales - PlaceIQ
President- Resolution
Media
12:20 LUNCH
1:00pm
1:00 –
KEYNOTE LUNCH PANEL
2:00pm
CMO 2016: The Age of Big Data, Addressable Media and People Based Marketing
Moderator: Cynthia Johnson Director, Brand Development - American Addiction
Centers
Panelists:
David Steinberg, CEO - Zeta Interactive
Key Discussion Points:
2:05 –
SESSION 4: WORKSHOP
2:45pm
The Strategic Value of Crowdsourcing for Creative
Leader: Rob Salvatore Co-Founder and Chief Executive Officer – Tongal
Key Discussion Points:
1. Creative crowdsourcing has become a strategic lever.
2. Speed, scale, authenticity, and abundance have become invaluable to
marketers – crowdsourcing is uniquely suited to deliver them all.
3. We’ll share the requirements for “sustainable” creative crowdsourcing.
4. We’ll also discuss how and why crowdsourcing can actually reduce creative risk.
Crowdsourcing has become ubiquitous both in our personal and business lives. And
it’s being used to do increasingly complex tasks – among them, development of ideas
and executions for creative marketing executions. But crowdsourcing is still regarded
in this domain as primarily a cost-cutting or “alternative sourcing” measure. But just as
Uber has changed the very way we envision the possibilities for a night-out on the
town (and perhaps, where we might live) creative crowdsourcing changes the way
marketers can think about creating and distributing digital content. We’ll cover four
key strategic advantages: Speed, Scale, Authenticity, and Abundance; and show what
these levers can mean for brand marketers.
2:50 –
SESSION 5: WORKSHOP
3:30pm
Bringing Content to Life: The Art of Brand Storytelling
Leader: Michal Shapira Senior Vice President & Head of Integrated Marketing, Ad Sales –
CNN
Key Discussion Points:
• Building a branded content studio for today’s CMO – harnessing journalistic
instincts to help brands find their (best) stories.
• Developing a studio methodology to deliver high-quality brand narratives while
driving business results for CMOs and brand marketers.
• Layering technology and unique techniques to continuously push the envelope
on storytelling.
As the pioneer of the twenty-four hour news-cycle, CNN’s rich history in video
storytelling has shaped the media landscape for decades. Building on this
commitment to brave, industry-leading and relevant content, Courageous is charting
new paths in brand storytelling – from development to production to cross-platform
distribution.
Advantage: Join Michal Shapira for a dive into the studio’s approach to help brands
find their stories. This presentation will explore the Courageous point of view and
approach to branded content, focusing on creating content that resonates with
consumers while meeting brand marketing objectives.
3:35 –
SESSION 6: WORKSHOP
4:15pm
You Know Your Customers – What if You Could Understand Your Competitor’s
Customers?
Leader: Vin DeRobertis SVP, Client Services - Research Now
Key Discussion Points:
• Research Now is closer to consumers across the globe than anyone else
• Access over 400 profiling data points from global respondents, including hard
to reach consumers & business decision-makers
• Key demographic & psychographic characteristics to better understand the
“what” behind the “why
Most research providers can profile your current customers, and that’s great. But have
you ever wanted to see more? What if you could expand your reach to not only see
your current customers but prospective customers - even your competitor’s
customers?
Discover how the country’s largest cable provider accessed over 400 profiling data
points for their current customers – as well as their top competitors’ customers - for
key demographics and psychographic characteristics used to drive important business
decisions.
Global companies rely on Research Now’s deeply-profiled online audiences get them
closer to consumers than anyone else, with reliable data straight from the source.
Broaden your current market view and understand how quality data leads to
confident decisions.
4:20 –
SESSION 7: WORKSHOP
5:00pm
Phygital: Create A Holistic & Unified Brand Experience
Leader: Margaret Lee VP & Chief Marketing Officer - Norwegian Cruise Line
Key Discussion Points:
• Bringing in-store experience to social media to encourage more in-store visitors
and increased online brand awareness.
• Encourage Live Event Posting
• Connect Digital Experience to Physical Space
• Bridging the physical and digital divide to create an effortless and customer
experience across all channels
As the digital landscape continues to evolve, consumer behavior increasingly requires
brands to create a seamless omni-channel experience. Consumers regularly jump back
and forth between the digital and physical realms and marketers are looking for
innovative ways to create a holistic and unified brand experience.
5:05 –
SESSION 8: WORKSHOP
5:45pm
Join the Emoji Revolution: Brand Engagement and Mobile Messaging
Key Discussion Points:
• Best practices and innovative marketing strategies on how to create consistent,
seamless, personalized customer relationships.
• The shift towards “Omni-power of social”.
• How are marketers aligning and integrating their efforts across multiple
channels to drive engagement?
• Leveraging emoji and branded content to build digital identity and engage
today’s mobile audience in a fun and non-intrusive way.
Customers are constantly bombarded with messages – and they come in all sorts of
formats – direct mail, SMS, email, social, digital signage, etc. In this new world of
extraordinary information access, companies that engage customers early, engage
across different channels, and engage them in meaningful ways create lifelong
personalized journeys, ultimately end up winning in the marketplace.
Advantage: Learn how to measure ROI using emoji in mobile messaging and social
media apps and what the right and wrong ways are to use emoji to react.
6:30 –
7:30pm
COCKTAIL RECEPTION
7:30 –
DINNER
10:00pm
DAY 2: TUESDAY, FEBRUARY 23
7:00 –
BREAKFAST
7:45am
7:45 –
KEYNOTE BREAKFAST PANEL
8:45am
The Hyper Connected Revolution: Reaching Relevant Audiences More Efficiently
Through Behavioral Targeting, Connectivity, Personalization and Storytelling
Moderator: Eve Mayer CEO - Social Media Delivered
Panelists:
Fanette Singer Senior Vice President, Marketing - Country Financial
Key Discussion Points:
• Qualifying relevant audiences: Shifting mindset from more data to the right
data
• Challenges to leverage behavioral targeting to build value throughout the
customer journey
• Connectivity Personalization Storytelling: Redefining relevant personalized
experiences through identifying the appropriate level of personalization
• How are brands adjusting to this new customer-centric dynamic? How are
marketers aligning and integrating their efforts across multiple channels to
drive engagement?
Big data has allowed marketing to become smaller, more personalized and targeted
down to the individual level. A one-size fits all approach to personalization isn’t good
enough. Through trial and error, they combined sophisticated data collection and
analytic practices with rigorous outcome based testing to understand the quality and
efficacy of messaging strategy across channels, customer and product segments.
Customers are constantly bombarded with messages – and they come in all sorts of
formats – direct mail, SMS, email, social, digital signage, etc. In this new world of
extraordinary information access, companies that engage customers early, engage
across different channels, and engage them in meaningful ways create lifelong
personalized journeys, ultimately end up winning in the marketplace.
9:00 –
10:00am
ROUNDTABLE 1
Getting Data Right:
Transforming Big Data into
Smart Data- Getting to
know your Customers in an
Even Deeper, Personalized,
More Actionable Way
Moderator: Eve Mayer CEO
- Social Media Delivered
Leader: David Steinberg,
CEO - Zeta Interactive
ROUNDTABLE 2
ROUNDTABLE 3
Cross Screen Commerce and
the User Experience: The
Secrets to Using Mobile and
Importance of Aligning your
Digital Technologies to
Loyalty Programs Across the
Catalyze Change in the Rest
Omni-Channel in Order to
of Marketing
Create a Deeper Connection
with your Customer
Moderator: Steve Facini
Director & CMO Moderator: Cynthia
ondemandCMO Inc.
Johnson Director, Brand
Development - American
Leader: Rex Briggs CEO Addiction Centers
Marketing Evolution
Leader: Helloword
10:10 SESSION 9: WORKSHOP
10:50am
Fanatics Authentic: An Emerging Growth Driver for Licensed Sports Apparel Retailer
Fanatics Inc
Leader: Michael Gallucci VP, Marketing - Fanatics Authentic
Key Discussion Points:
• Fanatics Inc, who they are and what they do
• Fanatics adopts sports memorabilia into strategy by acquisitions
• Fanatics Authentic’s omni-channel approach to sales & marketing
• Unique product offerings and keeping consumer interest
• SportsMemorabilia.com, an eCommerce success story
Fanatics Inc. is the largest licensed sports apparel retailer in the game. They have
secured this position by adopting a, “by fans for fans,” mentality which involves a
constant improvement of merchandising and online shopping experiences for their #1
priority, the fan. Fanatics continues to grow by acquiring and improving business
developments such as the eCommerce platform and fulfillment for all sports league
sites such as NFLshop.com, MLBshop.com, as well as over 200 professional team and
league sites. They also operate physical store locations such as The NBA Store in NYC
and in-stadium fan shops. Since 2012, Fanatics has added an additional product
offering to grow revenues: sports memorabilia. The Fanatics Authentic division
provides a unique selection of sports memorabilia that is retailed across all Fanatics
eCommerce platforms as well as in stadium venues and league stores.
The Authentic team is responsible for athlete memorabilia signings and marketing of
all sports collectible related product. Most recently, Fanatics Authentic took over
NASCAR’s trackside store operations, the NBA Store in NYC, as well as game-used
memorabilia partnerships with teams across all sports leagues. In addition, the
Authentic team operates the niche eCommerce website SportsMemorabilia.com, an
Internet Retailer top 500 website specializing in eCommerce sales & marketing.
Advantage: This session will give you insight into the business of sports memorabilia
related eCommerce as well as discuss one of Fanatics Inc’s fastest growing business
segments, Fanatics Authentic. Utilizing an omni-channel approach to connect with
sports fans in every market allows Fanatics and Fanatics Authentic to be the front
runner in licensed sports product distribution.
10:55 SESSION 10: WORKSHOP
11:35am
Capitalizing On Mobile Video in The Digital Era
Key Discussion Points:
• Video Marketing Must Be Tailored to Devices
• How are you measuring the successes of digital marketing strategies?
• Tailored video content across devices and engaging audiences
• Capitalizing on mobile video and using new tools and technologies to reach
people in compelling, measurable ways.
Audiences are consuming more video than ever, leaving advertisers tasked with the
important challenge of creating digital video content that invites engagement across
platforms and devices. The shift in the way consumers view video has profoundly
changed the way consumers discover and engage with brands. People are carving out
moments during their everyday activities to consume media via mobile driving brands
to adjust the way they target customers by focusing campaigns across devices.
Media consumption on mobile devices continues to increase, resulting in a major
opportunity for marketers to reach people with great creative that drives real business
results. When it comes to video marketing, one size does not fit all (screens and social
media platforms.) The first step to creating engaging and targeted video is first
figuring out what types of content people like to consume on a given channel. For
example, snap chat vs. twitter vs. Facebook video marketing strategies.
Not all content should be planned or forced. A key ingredient for success when it
comes to digital marketing is the authenticity and organic feel behind the created
content.
11:40 - SESSION 11: WORKSHOP
12:20pm NETWORKING
12:25 –
LUNCH WRAP-UP
1:05pm