Brand Innovators Content Marketing Seattle 3-20-15

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S E A T T L E , W AMARCH 20, 2015

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Welcome to our inaugural edition of Brand Innovators Content Marketing in Seattle!

Content marketing is as old as the hills, however, the Internet and innovative new advertising technologies are enabling brands to use content to communicate and engage with their consumers in more exciting ways than ever. By delivering unique and compelling content and consumer experiences online and educating consumers about the things that they are passionate about, brand marketers are creating millions of “earned” media impressions and building loyalty and trust with their consumers.

Brand Innovators Content Marketing will provide brand marketers from Fortune 500 and other leading brands with an important forum to share success stories about how they are leveraging original content and digital media to reach their consumers more efficiently, emotionally, and authentically than they ever could by using traditional media. We will hear from some of the best and brightest brand marketers in America about what’s working in content marketing and the major trends on the horizon. Thank you to all of our speakers, attendees, and partners who contributed to today’s program. We invite you to participate in the discussion, and to share ideas with your fellow brand marketers in the Brand Innovators community, both during and after today’s event.

Enjoy the show and we look forward to seeing you at our next event in Seattle, again, soon!

Marc SternbergCo-Founder

Brandon Gutman Co-Founder

Visit our news site www.brand-innovators.com for the latest trends in marketing innovation.


Brandon Gutman Co-Founder

4 Get Social: @Brand_Innovator #bisummit www.Brand-Innovators.com

Brand Innovators Team

What’s Inside

LETTER FROM THE FOUNDERS ........................................VIP SPEAKERS .................................................................AGENDA .............................................................................

SPEAKERS ........................................................................ADVISORY BOARD ...........................................................STRATEGIC ADVISORS ....................................................SPONSORS ......................................................................

Brandon GutmanCo-Founder


Ted RubinActing Chief Marketing Officer

David TeicherChief Content Officer

Leora RosenbergProgram Director

Jared HopferHead of Business Development

Paula ParisiChief Technology Officer

Alexander KanishBusiness Development Manager

Martina SuessProgram Director

Maria SekarProgram Director

Taylor CohenProgram Director

Parker Johnson Marketing Coordinator

Negeen AmuzegarMarketing Coordinator

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STRATEGIC ADVISOR AND ACTING CMO, BRAND INNOVATORS @TedRubin

Ted Rubin is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, and the Acting CMO of Brand Innovators. In March 2009 he started using and evangelizing the term ROR, Return on Relationship, hashtag #RonR. Ted left his position as Chief Social Marketing Officer of Collective Bias on August 31, 2013. He remains the 5th largest shareholder. In the words of Collective Bias Co-Founder John Andrews… “Ted, you were the vision, heartbeat and soul of Collective Bias, thank you for building a great company. From innovations like cbSocially to the amazing relationships you built with the blogger community, clients and employees, you drove the epic growth. You will be missed!” Many people in the social media world know Ted for his enthusiastic, energetic and undeniably personal connection to people. Ted is the most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on Forbes Top 50 Social Media Power Influencers, and number #2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers. ROR, #RonR, is the basis of his philosophy…It’s All About Relationships! His book, Return on Relationship was released January 29, 2013. His latest book, How To Look People in the Eye Digitally, was released in January. Connect with Ted at TedRubin.com.

TED RUBIN

Host


GROUP MARKETING MANAGER, EMERGING MEDIA, MICROSOFT @djgeoffe

Geoffrey Colon is Group Product Marketing Manager of Social Media and Analytics at Microsoft in the Search Business Group (Bing Ads) in Bellevue, Washington. In his role, Geoffrey leads a global team of social media marketers who create, execute and measure tactical social communication strategies to help drive education and adoption of the Bing Ads product by marketers and advertisers. He is also a subject matter expert on personal branding, the DIY economy, social data, socializing the enterprise and disruptive innovation. Prior to joining Microsoft, Geoffrey was vice president of digital strategy at Ogilvy & Mather in New York City. In that role, Geoffrey created and executed tactical social strategies for a variety of business divisions within IBM including Mobile, Cloud, Systems and Technology, Midmarket, Software and the Smarter Planet brand. He has spent 20 years in digital marketing working for and with several of the most influential brands including Coca-Cola, Kraft, Spotify, Netflix, American Express, The Economist, UPS, USA Network, WWE, History Channel, A&E, Food Network and Smirnoff. Geoffrey is a 1994 graduate of Lehigh University with a Bachelor of Arts degree in Journalism and Communications and a minor in Political Science.

GEOFFREY COLON

Success Story


SVP, BRAND & ADVERTISING, T-MOBILE

Peter DeLuca is Senior Vice President of Brand & Advertising, for T-Mobile USA. He is responsible for bringing the brand to life through the development of all national advertising, retail communications, social and sponsorships & events. He oversees corporate media planning, buying and implementation, including traditional, digital, mobile media, social platforms and program integrations. Prior to joining T-Mobile, DeLuca was the chief marketing officer for the specialty retailer Banana Republic (owned by Gap Inc.). He also spent 12 years working at Charles Schwab in various senior marketing leadership roles. Before joining Schwab, DeLuca spent the early part of his career working at advertising agencies with clients such as AT&T, MCI and several Procter and Gamble brands. DeLuca earned a Bachelor of Science degree in advertising from the University of Colorado.

PETER DELUCA

Keynote


EXECUTIVE VICE PRESIDENT, MARKETING, TOMMY BAHAMA @robgoldberg

Rob Goldberg is the Executive Vice President of Marketing at Tommy Bahama. On the leading edge of luxury lifestyle experiences for more than 25 years, he has been a force in the hospitality industry, successfully marketing, managing and operating a number of high-profile restaurant, hotel and retail companies throughout the United States. Rob is credited with building luxury brands that define themselves by quality and approachability rather than formality and exclusivity. As Executive Vice President of the Marketing for Tommy Bahama, Rob is responsible for all facets of marketing for every channel within the Tommy Bahama Group. This includes men’s and women’s wholesale, retail, ecommerce, licensing and restaurants. He is also a member of Tommy Bahama’s senior leadership team, to help develop and communicate the company’s long-term goals. Prior to joining Tommy Bahama, Rob was President of the Moana Hotel & Restaurant Group, a sister company of the world famous Auberge Resorts. He was also CEO at the PlumpJack Group and held executive level positions at Hard Rock Group.

ROB GOLDBERG

Keynote

14 Get Social: @Brand_Innovator #bisummit

SENIOR MARKETING MANAGER, MICROSOFT

Danna Brokaw has focused her career in the marketing and communications field working on both the agency and client sides. Currently, Danna leads the traditional and digital advertising efforts for the Microsoft retail stores with an eye towards ROI. She is particularly interested in connecting the dots

between digital advertising leading to brick and mortar foot traffic and revenue. Danna is passionate about trying new methods and learning from industry experts.

DANNA BROKAW

Success Story

DIRECTOR OF WEST COAST SALES, NINTHDECIMAL

Kim Thom manages sales for NinthDecimal throughout California, the Pacific Northwest, and the Southwest. She is NinthDecimal’s representative to brands and advertising agencies seeking to strategically build their businesses using

NinthDecimal’s customized mobile audience solutions. Kim brings more than 25 years of advertising and digital media experience to NinthDecimal. She joined from NBC Universal where she spent three years as Director of Strategic Sales & Marketing for the NBC owned and operated television stations and their digital properties. Prior to that she was Director of Business Development at NBC’s Bay Area affiliate KNTV, and Manager of Olympic Sales & Marketing for NBC TVSD. Kim has a BS in Communications from Boston University. She is originally from Connecticut, but has for the past 20 years called the Bay Area home. She currently lives in Mill Valley with her husband and her dog, Paisley.

KIM THOM


CHIEF CONTENT OFFICER,IGNITE SOCIAL MEDIA@Katadhin

John Andrews is CMO of Ignite Social Media and helps leading brands engage consumers across social channels. He is a visionary for bridging the gap between the point of influence and the point of purchase with shopper-centric, channel-focused technology and platforms. His digital marketing experience

of over 20 years includes Hanes Brands, Eastman Kodak Digital, Newell Rubbermaid, Implus and Walmart. He led the creation of Walmart’s award-winning social media platform, Elevenmoms, an industry-disrupting online customer advocate program and is also the founder of Collective Bias, a Social Shopper Marketing company. John lives in Raleigh, NC with his wife Mary Shannon and daughter Mary Catherine.

JOHN ANDREWS

Keynote

CEO AND FOUNDER, MOOSYLVANIA @nortycohen

In 2003 Norty Cohen founded Moosylvania with the goal of creating value for clients while hosting a dynamic environment that embraces new media and innovation every day. Norty got his start as a creative, then moved to the account side and, eventually, agency ownership. Since launching Moosylvania he hasn’t stopped learning, adapting and pioneering the way. Norty

has led numerous breakthrough studies, including several on the behavior of Millennials, summaries of which can be found on his blog at Moosylvania.com.

NORTY COHEN

Keynote


HEAD OF BRAND INITIATIVES, OUTBRAIN @KodiFoster

As head of brand initiatives at Outbrain, Kodi Foster is responsible for leading strategic account development, collaborating with Fortune 500 brand partners on their content marketing initiatives. Kodi began at Outbrain by establishing the brand’s paid recommendations business, helping to grow

Outbrain into the largest content discovery platform in the world. He also spends his time evangelizing about trends in the digital advertising space. Prior to joining Outbrain, Kodi was VP of Business Development at Sahara Media Holdings, a publicly traded investment company specializing in the digital media industry.

KODI FOSTER

Keynote

VP, STRATEGIC PARTNERSHIPS, LIVEFYRE @jennalanger

Jenna Langer is VP Strategic Partnerships at Livefyre. Starting as the second employee at the company when it was founded in 2009, Jenna has built the Livefyre community from the ground up and touches all aspects of the business as it continues to grow.

Her focus is enhancing Livefye’s real-time socially connected conversation engine. Outside of work she likes moving faster than walking – either on a bike, snowboard, kiteboard, or something else outdoors

JENNA LANGER

Success Story

RANKING REPORTOver the last two years, we've surveyed more than 3,500 Millennial

consumers to understand how and why they adopt brands. Bi-annually, we reach out to find out which brands are "favorites" and how these sophisticated self marketers decide who gets the love. The ranking

report allows us to compare and contrast brand activities and see what works. We're looking forward to sharing all this and more with you.

MOOSYLVANIA PRESENTS

THE 2015 MILLENNIAL STUDY

FOR MORE INFORMATION, CONTACT:

NORTY COHEN, FOUNDER/CEO MOOSYLVANIA314-644-7901 • [email protected]


Agenda

9:00 am WELCOMEBrandon Gutman, Co-Founder, Brand InnovatorsMarc Sternberg, Co-Founder, Brand InnovatorsHost: Ted Rubin, Social Media Strategist, Acting CMO, Brand Innovators

9:15 am CONTENT MARKETING 2.0: FROM BOARDROOM TO NEWSROOMThere’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy. Jeremiah Andrick, Head of Global Ecommerce & Digital Marketing, LogitechRob Goldberg, Executive Vice President, Marketing, Tommy Bahama Kenton Olson, Director of Digital Media & Emerging Media, Seattle Seahawks

9:55 am KEYNOTE — THE NEW DEFAULT

Kodi Foster, Head of Brand Initiatives, OutbrainContent is no longer a “nice-to-have” and mobile is no longer the “new kid on the block” in digital marketing: they are the primary means of communication between brands and consumers. In this discussion, Kodi will discuss why fluency in content and mobile engagement isn’t just a marketing imperative – it’s a business imperative.

10:15 am BRANDS AS EDITORSLet’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content

FRIDAY, MARCH 20, 2015PALACE BALLROOM, SEATTLE, WA


Agenda

and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.

Pamela Austin, Executive & Influential Communications Director, MicrosoftErika Bitzer, Marketing, Brand and Communications Strategist ImpinjBrook Greb, Marketing Manager, Audience Engagement, Allrecipes.com

10:55 am NETWORKING BREAK

11:15 am SUCCESS STORY — Matt Blosl, SVP, Tongal

11:35 am SUCCESS STORY — MICROSOFT STORES LEVERAGES DATA-DRIVEN AUDIENCE INTELLIGENCE TO TARGET, ENGAGE AND DRIVE CONSUMERSIn today’s data-driven marketing world, how can marketers best utilize audience-targeting approaches to drive better engagement and ROI? To what extent do drive-to-location campaigns actually increase sales? During this presentation, Microsoft Stores will discuss how they leveraged NinthDecimal’s audience intelligence and Location Conversion Index measurement tool to drive and measure incremental foot traffic and sales during the 2014 holiday season.

Danna Brokaw, Sr. Marcom Manager, MicrosoftKim Thom, Director of West Coast Sales, NinthDecimal

12:05 pm KEYNOTE — ORGANIC REACH DECLINES, INFLUENCER NETWORKS CRUMBLE: WHAT’S A BRAND TO DO?

John Andrews, CMO, Ignite Social MediaWhat worked in social media marketing just a few short years ago is unlikely to work today. Generating organic impressions on owned social channels has gotten much more difficult. At the same time, early influencer networks such as Federated Media and Say Media have struggled to stay afloat. But social is, if anything, more important than ever for discovering new products to buy. Given those challenges, what approaches can a brand take in 2015? Jim Tobin, President of Ignite Social Media, will share one approach that’s driving impressions and sales for leading brands and retailers.

12:30 pm LUNCHCONTINUED ON PAGE 22


Agenda

1:30 pm KEYNOTE — STAYING TRUE TO YOUR BRAND’S PROMISE IN A WORLD OF COMMODITY AND PROMOTION

Rob Goldberg, Executive Vice President, Marketing, Tommy BahamaIn the increasingly cluttered marketplace a new value is being placed on authenticity and differentiation. It’s a given that today’s consumer expects great service and value but to build long term relationships with its audience a brand needs context, point of view and differentiation from it’s competitive set. Rob Goldberg, Tommy Bahama Group’s Executive Vice President of Creative and Marketing, will share how brand content has become a centerpiece of Tommy Bahama’s communications strategy. Their original content has allowed them to evolve from a niche men’s apparel brand to a billion dollar global lifestyle powerhouse who’s mission is to inspire the world to relax. Rob will walk us through Tommy Bahama’s approach to content concept creation, execution and application.

1:55 pm KEYNOTE — EXCLUSIVE FIRST LOOK: 2015 MILLENNIAL BRAND RANKING REPORT

Norty Cohen, CEO and Founder, 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.

2:15 pm KEYNOTE — Peter DeLuca, SVP-Brand & Advertising, T-Mobile

2:40 pm PEOPLE, PARTNERSHIPS, AND PRODUCTION: THREE ROUTES TO CREATING COMPELLING CONTENTCreating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs. Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests.


AgendaModerator: Michelle Crames, Vice President, New Markets, Bottlenose

Justin Holmerud, Global Social Media Manager, Data & Personalization, Starwood Hotels & Resorts WorldwideAnika Kaulius, Senior Product Marketing Manager, AmazonPang Ngernsupaluck, Sr. Marketing Manager, MicrosoftEf Rodriguez, Director – Global Social, HTC

3:15 pm NETWORKING BREAK

3:35 pm SUCCESS STORY — THE URBAN LEGEND OF FREE SOCIAL MARKETINGIn a time where our attention span is shorter than that of a goldfish, many marketers think they must share more and more content to a highly distractible audience. But with organic reach plummeting, chances are your audience still won’t see your content unless you throw more money at social networks. By investing in your owned and operated properties and shifting the focus from the quantity of real-time content to the quality of real-time content, you can earn organic followers that persist beyond a campaign.

Jenna Langer, VP of Strategy, Livefyre

3:55 pm SUCCESS STORY — DISRUPTIVE CONTENT MARKETING, DISCIPLINED RESULTS

Geoffrey Colon, Group Marketing Manager – Emerging Media, MicrosoftHow can content marketing, when used in a disruptive manner, help build more word of mouth for your company? How is B2B tech using some of the most advanced content marketing tactics to build new avenues of awareness? How does your company use big data and social metrics to plan and measure your content marketing and lead generation activities? All of this , plus a case study of what has worked and what could be applied to your business in a practical manner.

CONTINUED ON PAGE 24


4:15 pm WHAT DOES SUCCESS IN CONTENT MARKETING LOOK LIKE?Whether it’s page views or leads you’re looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? How can you enhance the ability of your content marketing to deliver more tangible results? Brand marketers share insights.

Moderator: Todd Sawicki, CEO, Zemanta

Geoffrey Colon, Group Marketing Manager – Emerging Media, MicrosoftKhody Golshan, Global Director-Marketing & Communications, Digital, AccentureTara Meehan, Head of Social Content, Guardian Life Insurance

4:50 pm CLOSING KEYNOTE — BUILD GREATER INTIMACY WITH YOUR CUSTOMERS WHILE PROFITING FROM ROR: RETURN ON RELATIONSHIP

Ted Rubin, Social Media Strategist, Acting CMO, Brand InnovatorsIn a connection economy, relationships are the new currency. Your metrics need to expand beyond ROI to include ROR: Return on Relationship™, #RonR. While ROI is simple dollars and cents, ROR is about people, including the value (both perceived and real) that will accrue over time through connection, loyalty, recommendations and sharing. Join Ted Rubin, author of Return on Relationship, to discover new ways to build greater intimacy with your customers, your audience, your fans and even your detractors — and how to “look them in the eye digitally” and increase trust, loyalty and advocacy.

5:20 pm BRAND INNOVATORS COCKTAIL RECEPTION

Agenda


Speakers

Jeremiah Andrick is the Head of Global Ecommerce at Logitech. Mr. Andrick directs Logitech’s digital strategies for online customer acquisition and e-commerce. Prior to joining Logitech he served as a senior program manager at Microsoft Bing developing publisher tools and at MSDN in the Server and Tools Publishing Platform Team working on the search and traffic acquisition. Mr. Andrick began his career as an engineer working for both agencies and startups in the content management and digital advertising sectors. He is frequently requested as a speaker on the role of digital strategy and digital transformation in business.

JEREMIAH ANDRICK HEAD OF GLOBAL ECOMMERCE & DIGITAL MARKETING, LOGITECH @jeremiah

Pamela Austin is the Executive & Influential Communication Director at Microsoft, where she specializes in cultural transformation, reputation management and strategic change at both the corporate and brand levels. Prior to assuming her current role at Microsoft in 2012, Pamela was Director of Corporate PR at Salesforce.com. Preceding that, she simultaneously served as Director of Employee Communications & Engagement and Innovation Communications Officer for the Bill & Melinda Gates Foundation. Pamela’s lengthy association with Microsoft began in 2003, when she joined the company as Group Manager, Microsoft Corporate Brand.

PAMELA AUSTINEXECUTIVE & INFLUENTIAL COMMUNICATION DIRECTOR, MICROSOFT@BigThinkr

Erika Bitzer is the senior director of marketing, brand and communications at Impinj, responsible for the company’s inbound marketing, content marketing, brand and public relations. Her 15 years’ experience in communications and marketing spans the technology spectrum, from semiconductors to mobile devices to online entertainment services. She’s advised companies of all sizes and stages including Microsoft, Symantec, Myspace, Marchex, Apptio, and Clipboard, on ways to increase awareness, educate and attract prospects through content publishing strategies. Bitzer holds a degree from the University of Oregon and has earned several industry awards.

ERIKA BITZER MARKETING, BRAND AND COMMUNICATIONS STRATEGIST, IMPINJ@ErikaBitzer

Matthew Blosl is Senior Vice President Tongal, the web-based content development platform that delivers breakthrough creative content for brands. Tongal has executed campaigns for Fortune brands globally, including Procter & Gamble, McDonalds, Google, Mastercard, General Electric, Lego, Lucasfilm and even NASA. Previously, Matthew led and served on the management teams for three early-stage companies focusing on company leadership and business development with leading brands. Prior to that, Matthew was Director, Business Strategy for global ad agency JWT. Matthew began his career as a management consultant at Accenture.

MATT BLOSLSVP, TONGAL @mjblosl


Speakers

As Co-Founder of the Brand Innovators, Brandon Gutman develops premium content, tapping marketers from the world’s most successful brands to share how they utilize emerging technology and new media to drive meaningful ROI. A prolific, highly respected writer, Brandon is an expert blogger whose contributions are featured on Forbes’ CMO Network. Prior to launching Brand Innovators Brandon held marketing and business development positions in the executive search sector, forging relationships with the most influential marketers, technology developers and venture capitalists in our industry.

BRANDON GUTMANCO-FOUNDER, BRAND INNOVATORS@BrandonGutman

Brook Greb is the Marketing Manager of Audience Engagement at Allrecipes.com, the world’s largest digital food brand. She manages the day-to-day strategy for Allrecipes’ engagement programs, including membership and retention, email marketing, feature engagement and UGC strategy, and app marketing. Brook loves testing and optimization, and is passionate about creating meaningful interactions with customers. When she’s not behind a computer screen, Brook enjoys baking, finding a new favorite restaurant, and cheering on the Seahawks.

BROOK GREBMARKETING MANAGER, AUDIENCE ENGAGEMENT, ALLRECIPES.COM@BrookGreb

In his role as the Global Director of Marketing and Communication for Mobile & Emerging Platforms at Accenture, Khody Golshan leads a team that conceptualizes, delivers, and executes mobile marketing, innovation marketing, and emerging digital channels strategy as it relates to Accenture’s corporate marketing efforts. Prior to joining Accenture, Khody held senior marketing roles in the software, telecom, and communication industries. .

KHODY GOLSHAN GLOBAL DIRECTOR-MARKETING & COMMUNICATIONS, DIGITAL, ACCENTURE @khodyg

Michelle Crames is VP, New Markets, at Bottlenose, Inc. She also serves as Entrepreneur In Residence for Science, Inc. Michelle founded and ran as CEO SkuLoop, a software-as-a-service company which was sold to Revionics. She also founded mobile service GIIV, the first U.S. company to enable gifts to be sent instantly via mobile device. She has worked to launch and acquire mobile and digital media companies in the U.S. and Asia. Previously, Michelle served as CEO of Lean Forward Media LLC, an interactive media and entertainment company and has also worked at Warner Bros., The Walt Disney Studios, and McKinsey & Company.

MICHELLE CRAMESVICE PRESIDENT, NEW MARKETS, BOTTLENOSE @michellecrames


Pang Ngernsupaluck is a creative B2B and B2C marketer with experiences in software, consumer products, consumer electronics and clean tech industries, and a proven track record in developing integrated marketing strategies for Fortune 500 and start-up companies. As a Senior Marketing Manager with Microsoft, Pang focuses on developing and amplifying the Microsoft Dynamics brand through worldwide advertising, partner marketing, SEO/SEM, and other areas of marketing communications. Prior to joining Microsoft in 2012 Pang was a Product Portfolio Manager at Logitech.

PANG NGERNSUPALUCKSR. MARKETING MANAGER, MICROSOFT @PangNuttinee

Tara Meehan has been with Guardian for nearly three years. Her role within the Social Media Program continues to evolve. As Head of Social Content, she helps Guardian Financial Representatives and Guardian Agencies tell their unique social story through the creation of engaging and insightful content that both speaks to the Guardian philosophy and is easy for the general public to understand. Prior to her current role, Tara was tasked with simplifying the Socialware on-boarding process for FRs as well as helping them leverage LinkedIn and/or Facebook in order to grow their business.

TARA MEEHANHEAD OF SOCIAL CONTENT, GUARDIAN LIFE INSURANCE@tarammeehan

Speakers

Anika Kaulilus is a Senior Product Marketing Manager at Amazon, where people can find and discover virtually anything they want to buy online. Prior to joining Amazon in December, she was Director, Digital Marketing Strategy and Operations at the Apollo Group, which markets the University of Phoenix. Anika spent her early career on the agency-side, at MEC Interaction, DNA Seattle and Optimedia, working with clients including T Mobile, Quantas Airlines, Google and AT&T.

ANIKA KAULIUSSENIOR PRODUCT MARKETING MANAGER, AMAZON@anikaoutside

Justin Holmerud is Global Social Media Manager for Starwood Hotels & Resorts, responsible for platform integration and data driven personalization to meet the needs of the company’s 1,200+ hotels around the world. Mr. Holmerud joined Starwood in 2007, out of their regional Field Marketing office in San Diego. In his eight years with Starwood, Mr. Holmerud has led regional hotel online marketing as well as search engine optimization and social media for all of the North American hotels. In 2012 his focus shifted to driving social innovation while moving into a global role at the company.

JUSTIN HOLMERUD GLOBAL SOCIAL MEDIA MANAGER, DATA & PERSONALIZATION, STARWOOD HOTELS & RESORTS WORLDWIDE, INC.@Justang31


Speakers

Ef Rodriguez is the Director of Global Social at HTC, a designer and manufacturer of connected devices. He is responsible for guiding global social strategy for the Taiwan-based company whose flagship device, the HTC One M8, was hailed as the “Best Android Phone” by The Wall Street Journal. Prior to HTC, Rodriguez worked at a number of the world’s most acclaimed advertising agencies. At Crispin Porter + Bogusky, he developed social ideas for American Express, Microsoft, and Domino’s. While living in Amsterdam, Rodriguez worked for Wieden+Kennedy as part of the teams for Heineken, Coca-Cola and Nike.

EF RODRIGUEZDIRECTOR, GLOBAL SOCIAL, HTC@pug

Kenton Olson joined the Seattle Seahawks in 2007 He is the organization’s Director of Digital and Emerging Media, managing websites, social media profiles and mobile applications for the Seahawks. Kenton also explores new technologies and platforms. Kenton began his career as the Assistant Director of Marketing and Website Management for the University of Oregon Athletic Department after receiving his degree in business administration and economics from the Warsaw Sports Marketing Center at the University of Oregon. He lives in Renton, Washington.

KENTON OLSONDIRECTOR OF DIGITAL MEDIA & EMERGING MEDIA, SEATTLE SEAHAWKS @kentono

Todd Sawicki is CEO of discovery firm Zemanta, a programmatic platform for promoting marketing content. He joined the Zemanata in March 2013. Prior to that he was Chief Revenue Officer at Cheezburger, the popular online humor publisher delivering 5 minutes of happiness a day through brands which include Memebase, ICanHasCheezburger and FAIL Blog, responsible for running sales, marketing and business development. Todd is also the founder of sawickipedia llc, which advises online startups in marketing, monetization, business development and corporate strategy.

TODD SAWKICKICEO, ZEMANTA@sawickipedia

Marc Sternberg is co-founder of Brand Innovators, a leading producer of conferences for the advertising and emerging technology industries. From 2007-2011 he was president and COO of AlwaysOn, annually producing more than 20 successful conferences in the digital media, clean technology and cloud computing sectors. From 1989-2007 Marc was the vice president of advertising sales for The Hollywood Reporter. Marc has served on the boards of numerous charitable and non-profit organizations, including Make-A-Wish Foundation of Los Angeles and the Anti-Defamation League/LA.

MARC STERNBERG CO-FOUNDER, BRAND INNOVATORS@MarcSternberg1


LASTON CHARRIEZSVP MARKETING, WESTERN UNION

CHARLIE COLECEO,THE LINE

CHRIS CHESEBROASST. VP, US MEDIA INVESTMENTS,L’OREAL USA

B. BONIN BOUGHVP, GLOBAL MEDIA & CONSUMER ENGAGEMENT, MONDELEZ INTERNATIONAL

JORGE FONTANEZVP, MARKETING MANAGER, CHASE COMMUNITY GIVING, J.P. MORGAN CHASE

MARC FONZETTIDIRECTOR OF MEDIA STRATEGY & INVESTMENT, VERIZON WIRELESS

MADHUR AGGARWAL VICE PRESIDENT, STRATEGY, OFFICE OF CMO, SAP

ERICK DICKENSVICE PRESIDENT, MARKETING, KING’S HAWAIIAN

DOUGLAS BUSKGLOBAL GROUP DIRECTOR - DIGITAL COMMUNICATIONS & SOCIAL MEDIA, THE COCA-COLA COMPANY

NICOLE FRALEYAVP DIGITAL MARKETING, VICTORIA’S SECRET

Advisory Board


Advisory Board

ADAM KMIECSENIOR DIRECTOR, SOCIAL MEDIA AND CONTENT, WALGREENS

VICTOR LEEVP DIGITAL BRAND MARKETING, HASBRO

JOHN KOLLERVP, PLATFORMS MARKETING, SONY PLAYSTATION (SCEA)

ELLIOT LUMVP STRATEGIC MARKETING,COLUMBIA RECORDS

JASON JOHNCHIEF MARKETING OFFICER, PUBLISHERS CLEARING HOUSE

SCOTT HUDLERVICE PRESIDENT-GLOBAL CONSUMER ENGAGEMENT, DUNKIN’ BRANDS

KIRK HEINLEINDIRECTOR, MARKETING COMMUNICATIONS, GLOBAL MARKETS ADVERTISING, AT&T

MICHAEL MASVP, DIGITAL BANKING, STRATEGIC PLANNING, BANK OF AMERICA

MAYUR GUPTA GLOBAL HEAD, MARKETING TECHNOLOGY AND INNOVATION, KIMBERLY-CLARK

IAN GOMARPRESIDENT,SHAQUILLE O’NEIL ENTERPRISES


JONATHAN STEPHENHEAD OF DIGITAL COMMERCE & AIRLINE INNOVATION, MARKETING, SILVER AIRWAYS

MARC PATRICKSENIOR BRAND DIRECTOR,NIKE EAST

MASON NELDERDIRECTOR OF SOCIAL & DIGITAL STRATEGY, VERIZON

UMANG SHAHGLOBAL DIRECTOR, SOCIAL MEDIA & DIGITAL MARKETING, CAMBELL SOUP COMPANY

ASHWIN NATHANMARKETING DIRECTOR, DIGITAL, FRITO LAY PORTFOLIO, PEPSICO

DEB RADCLIFFSENIOR VP MARKETING, WEST MARINE

ANDREW MARKOWITZ DIRECTOR, GLOBAL DIGITAL STRATEGY, GE

JOHN STARKWEATHEREXECUTIVE DIRECTOR, DIGITAL MARKETING, MOBILE AND BUSINESS SOLUTIONS, AT&T

MERYL TRUFFELMAN MACUNEVICE PRESIDENT, GLOBAL DIGITAL MARKETING, ESTÉE LAUDER

PAUL MARCUMHEAD OF GLOBAL DIGITAL INNOVATION, BLOOMBERG MEDIA

Advisory Board


Advisory Board

COLLIN T. WESTCOTT-PITTVP MARKETING, HEINEKEN, HEINEKEN USA

GREGG WEISSVP/BUSINESS LEADER, SOCIAL MEDIA,US DIGITAL MARKETING,MASTERCARD WORLDWIDE

CHRIS THORNE GLOBAL VICE PRESIDENT, MEDIA & MARKETING, ELECTRONIC ARTS

JON SUAREZ-DAVISVICE PRESIDENT, GLOBAL MEDIA AND DIGITAL STRATEGY, KELLOGG COMPANY

CHAD STUBBSSR. DIRECTOR, MEDIA STRATEGY & INVESTMENT, PEPSICO


Strategic Advisors

JOEL EWANICKVP AND GLOBAL CHIEF MARKETING OFFICER@Joel Ewanick

SCOTT MCNEALYCHAIRMAN WAYIN, FOUNDER CURRIKI, AND FORMER CEO OF SUN MICROSYSTEMS@ScottMcnealy

TED RUBINSTRATEGIC ADVISOR AND ACTING CMO, BRAND INNOVATORS@TedRubin

BRIAN SOLISAUTHOR AND PRINCIPAL ANALYST, ALTIMETER GROUP@BrianSolis

NORTY COHEN CEO AND FOUNDER, MOOSYLVANIA@NortyCohen


Opal is the leader in collaborative planning for brand marketing teams. Opal’s cloud-based enterprise platform simplifies the planning and management of a brand’s content across any digital marketing channel. Many of the world’s leading brands use Opal to collaboratively plan and manage their brand content, including Target, Nestlé, Burberry and NASA. To learn more visit workwithopal.com and connect with us @workwithopal and join the #planforcontent conversation.

Marquee Sponsor

AOL, Inc. is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original contentthat engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions. @AOL

Bottlenose provides real-time comprehension of streaming data sources that hold hidden opportunities, threats and other phenomena material to your business. We do this through our advanced Trend Intelligence technologies that find vital and actionable signals in social, broadcast and enterprise data streams. Our Trend Intelligence application, Nerve Center(tm), offers an enterprise-grade, real-time dashboard for researching, discovering, tracking and acting on influential developments as they form and spread. Nerve Center is used by marketing, content, distribution, security, research, customer service and many other functions in leading brands and agencies, to identify, anticipate and instigate the trends that materially drive their business. @bottlenoseapp

Title Sponsors


Dynamic Signal helps companies build direct relationships with the people who love their brands by engaging them with compelling content, marketing messages and offers. Our platform provides brands a single, comprehensive dashboard to be successful social content marketers and to measure ROI. With rich content marketing and social CRM features, brands can identify, engage and reward their advocates. The brand’s advocates which include customers, fans, employees and influencers can create, share and promote relevant content through their social channels, resulting in a measurable increase in awareness, interest, purchase and loyalty. Our customers include top brands across entertainment and media, consumer packaged goods, and financial services. @dynamicsignal

Title Sponsors

Carusele brings together audiences, influencers, and brands though high quality social media content to increase awareness, engagement and brand recognition. Using an Organish(TM) media approach, our editors and content creator network create branded media that is shared exponentially across the social media landscape. Leading brands choose Carusele, an Ignite Social Media Company, because we help them activate the right audience in creative, strategic and measureable ways @carusele

Dstillery is at the forefront of advertising technology, pioneering new ways to create brand value for marketers by extracting signals from the complete customer journey and activating them across all screens. Dstillery is building on five years of leading the data revolution by finding the customers scientifically proven to care about your brand. Dstillery works with over 400 top-tier brands, and have been recognized as one of Forbes’ Top 100 Most Promising Companies in America and Crain’s Best Places to Work in New York. @Dstillery

Other agencies treat social media the way advertising has always been treated. At Ignite Social Media, we have created an innovative, specialized approach that we use to power social media marketing for some of the world’s best brands. Brands choose us because, as one of North America’s first social media agencies, we know how to turn business objectives into realities in creative, strategic and measurable ways. Learn more at www.IgniteSocialMedia.com and follow us @IgniteSMA


Title Sponsors

Moosylvania was founded in 2003 as an independent ad agency full of independent thinkers. We create branding, experiential, social media and promotions using Digital EQ. What’s this Digital EQ you ask? Our people combine emotional quotient (the ability the interpret human emotion) and digital insight to create meaningful friendships between people and brands. It’s common knowledge around here that marketing is temporary, but relationships are lasting. So to build those brand relationships, we treat “users” like individuals, “consumers” like people, and “followers” like friends. @Moosylvania

Outbrain, helps people discover the most interesting, relevant and trusted content wherever they are by powering personalized recommendations across a network of premium publishers, including CNN, The Wall Street Journal, Hearst, Rolling Stone, US Weekly and Fast Company. Through Outbrain’s all-in-one content discovery solution, publishers, brands and marketers are able to amplify their audience engagement by driving traffic to their content – on their site and around the web. Outbrain is currently installed on more than 100,000 sites, reaching over 180 monthly unique visitors in the US, and generates more than 7 billion page views per month. Founded in 2006, the company is headquartered in New York, with 15 offices globally, including the U.S., U.K., Israel, Singapore and Australia. @Outbrain

Tongal is an open innovation platform that produces and distributes social video content. Tongal’s proprietary process combines a distributed workforce model with game mechanics which allows brands to pull in ideas from anyone, anywhere and collaboratively produce targeted, on equity content, every time. The company was selected by PepsiCo as one of the 10 most innovative startups in the country, has been written up by McKinsey, Business Week, Fortune, Mashable, Wired, Ad Week, Rolling Stone and clients have ranged from McDonalds, P&G, Colgate Palmolive, Lego, Coca-Cola, NASA, Nestle, Capitol Records, Universal Studios to Kiva and Feeding America. @Tongal

Livefyre helps companies engage consumers through a combination of real-time conversation, social curation and social advertising. With Livefyre’s social CMS, brands can integrate real-time social content into their websites, mobile apps, advertisements and TV broadcasts to increase engagement, boost traffic and drive revenue. As the 4th largest network online, Livefyre is powering real-time social experiences for over 550 leading brands including American Idol, AOL, Bravo, CBS, Conde Nast, Cox Media Group, Dow Jones/WSJ, FOX Sports, Mashable, NASCAR, Showtime, Sony Playstation, Sports Illustrated, The New York Times, Unilever and Universal Music Group. In 2013, Livefyre acquired social storytelling platform Storify and Social Application Provider Realtidbits . @livefyre


Premiere Sponsor

The premier mobile publisher platform, Kargo delivers innovative advertising experiences and integrated marketing opportunities across Kargo’s proprietary network of major media mobile web sites, native applications and messaging campaigns. Kargo leverages its relationships with carriers, App storefronts and handset manufacturers to accelerate the overall growth and monetization of its audience across its major media brand properties. In addition to being an OnMobile Top 100 winner for two consecutive years, Kargo is the recipient of multiple industry awards including the 2010 Mobi and DPAC awards for Best Mobile Website, the 2010 DPAC award for Best iPhone Application and the 2011 OMMA award for Best Mobile Marketing Campaign. @Kargo

Brand Innovators Content Marketing Seattle 3-20-15

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Transcript of Brand Innovators Content Marketing Seattle 3-20-15