Brand Innovators Summit 2015

CONSUMER

BRANDS

SOCIAL MEDIA SUMMITSOCIAL MEDIA SUMMITSOCIAL MEDIA SUMMIT

S A N F R A N C I S C OMAY 14, 2015

TWO WAYSTREET

HOSTED BY

3www.Brand-Innovators.com

Hello and ...

Welcome to Brand Innovators Social Media!

Social media is re-inventing how brands communicate and engage with their consumers, providing marketers with new opportunities to build loyalty and long-term relationships with their best customers. Thanks to the Internet, social networks and other new and evolving community platforms, mass communication is giving way to an unprecedented 1:1 dialogue between brands and their consumers. Understanding how to leverage social media may be the single greatest competitive advantage that a brand has today.

Brand Innovators Social Media will provide brand marketers from Fortune 500 and other leading brands with an important forum to share success stories about how they are leveraging social media and online communities to grow their user bases, identify advocates and influencers, and ultimately build armies of brand ambassadors. We will hear from some of the best and brightest brand marketers in America, about what’s working in social media and what major trends we should be watching for this year.

Thank you to all of the members of the Brand Innovators community, our Advisory Board, and our sponsors 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. And, an extra special shout out to our colleagues at IBM for hosting today’s event.

Enjoy the show and we look forward to seeing you at the inaugural edition of Brand Innovators Brand Week in San Francisco, July 13-17.

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

Ryo MochidoEvent and Marketing Manager

Jared HopferHead of Business Development

Paula ParisiChief Technology Officer

Alexander KanishBusiness Development Manager

Martina SuessProgram Director

Negeen AmuzegarMarketing Coordinator

Maria SekarProgram Director

Elizabeth ScottSocial Media Manager

Parker Johnson Marketing Coordinator

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22 28343839

Twitter, Inc.Project: Ad Week Ad — Full Page (BrandInnovatorsAd_Twitter_5.5x8.pdf) Size: 5.5” x 8”

Created by: Josie Jeffries Date: 10.15.13For any questions please email [email protected]

Discover how smart brands plan for the moment on Twitter.

Follow: @TwitterAds

Read our blog: advertising.twitter.com

#bisummit


STRATEGIC ADVISOR AND ACTING CMO, BRAND INNOVATORS @TedRubin

Ted Rubin is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, and 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


PROGRAM DIRECTOR, DIGITAL MARKETING TRANSFORMATION – CLOUD, IBM

@shellkillebrew

Michelle Killebrew leads the go-to-market strategy for IBM Social Business. Her team focuses on defining the market positioning, messaging, solutions, cross-brand portfolio, and the creation of valuable research and thought leadership content to shape the new definition of what defines a social business and how organizations can embrace this next information revolution in the drive to people-centric engagement for customers, employees and citizens. Previously, Michelle headed up the worldwide go-to-market and revenue-bearing demand generation campaign strategy for IBM’s (then) new Smarter Commerce initiative, overseeing marketing B2B, Commerce & Enterprise Marketing Management solutions. Michelle considers herself a marketer at heart, and is excited to bring new digital technologies and best practices to life within the IBM Demand Generation. She lives and works in the San Francisco Bay Area with ber husband, 2 dogs and 2 cats.

MICHELLE KILLEBREW

Event Chairperson


GLOBAL SOCIAL STRATEGY LEAD, WESTERN UNION

Michael Fenech leads Global Social Strategy for Western Union, a global F500 company. He works to evangelize social engagement and ignite all departments to leverage social media in all communications at Western Union. Michael partners with marketers and agencies across the globe to facilitate content and engagement strategies, align programs to business goals, provide analysis, oversee development, production, presentation, evaluation, measurement and governance of country-level and diaspora community social programs.

MICHAEL FENECH

Keynote


VP, DIGITAL & MARKETING, GOLDEN STATE WARRIORS @KennyL

Kenny Lauer is Vice President of Marketing and Digital for the Golden State Warriors. He leads the team’s brand experience creation in the digital and physical space; blending both for the live fan experience. He leads game experience, retail, youth basketball, & all marketing strategies. Under his leadership, the Warriors drive an unparalleled brand experience and true fan innovation.

Kenny brings over 25 years of customer marketing strategy experience to the Warriors through his experience with companies such as Apple, Peppers & Rogers Group, and KMPG. Prior to the Warriors, he was Vice President, Digital Experience for the #1 ranked global experience marketing agency in the world, George P. Johnson. While at GPJ he ran the worldwide Digital Experience group where he was responsible for the creation and threading of digital experiences in both live and virtual marketing efforts for some of the largest companies in the world.

Kenny is an active member of the Academy of Television Arts & Sciences where he judges the Emmys for Interactive Media and serves as an Advisory Board member to the SXSW Interactive Festival.

KENNY LAUER

Keynote

WHAT MOTIVATES THE WORLD'S CONSUMERS?

GET THE FULL BRAND PASSION REPORT: LUXURY BRAND RETAILERS

AT NETBASE.COM.

THE LEADING SOCIAL BUSINESS PLATFORM


GLOBAL INNOVATION MARKETING & ANALYTICS LEADER, VISA @MediaMetricsGal

Jessica Williams is global innovation marketing and analytics leader at Visa. Jessica is focused on digital and social activation and measurement across brand, b2b and corporate marketing. Jessica designs and executes innovative digital and social marketing programs in order to enhance brand equity, achieve revenue initiatives, increase market share, differentiate products, and drive robust marketing, communications, and business strategy.

JESSICA WILLIAMS

Success Story


HEAD OF GLOBAL SOCIAL MEDIA, GROUPON

@KCGeen

KC Geen is Head of Global Social Media at Groupon where she is responsible for bringing the brand to life through social media. Immersed in the social media craze from the beginning, she has been developing and executing social media marketing programs for the past nine years for a variety of Fortune 500 companies including Subway Restaurants, Dell, Midas, and The Dow Chemical Company. Prior to Groupon, KC was Senior Manager, Social Media at GrubHub Inc., a leading online and mobile food-ordering company, where she launched and led social media strategy for the enterprise. In addition to all things social, KC has extensive experience in integrated marketing as well as crisis and reputation management.

KC GEEN

Success Story


Keynotes

FOUNDER AND CEO, LIVEFYRE@jkretch

Jordan Kretchmer is the Founder and CEO of Livefyre, the first Social CMS Platform used by the largest companies in the world to engage consumers through a combination of real-time conversation, content creation, social curation and social advertising. Kretchmer founded the San Francisco based startup

in December 2009, and has overseen its growth to 100 employees and over $35M in venture financing. Livefyre is the 4th largest site network on the web, delivering over one billion live content streams every month. Before launching Livefyre, Kretchmer was the Vice President of Brand at Current TV where he led brand redevelopment for the media company. Previously, he was the Digital Creative Director at Butler Shine Stern and Partners, and Vice President/Associate Creative Director at Mullen Advertising. Kretchmer is a sought after speaker at industry events, haven spoken at The Future TV conference, OMMA Social, Digital Hollywood, Social Data Week, and the American Magazine Conference, and has been published in Fast Company, The Huffington Post, Tech Crunch, Mashable, and many others.

JORDAN KRETCHMER

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

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BRAND WEEKSAN FRANCISCO

JULY 13 - 17

Join us for Brand Week San Francisco.

To register, visit brand–innovators.com


Agenda

8:00 am BREAKFAST

8:30 am WELCOME

Brandon Gutman, Co-Founder, Brand Innovators

Marc Sternberg, Co-Founder, Brand Innovators

Host: Ted Rubin, Acting CMO, Brand Innovators, Social Marketing Strategist, Brand Evangelist and Author Event Chairperson

Michelle Killebrew, Program Director, Digital Marketing Transformation – Cloud, IBM

9:00 am EXPLORING THE FUTURE OF MEDIA AND THE CONSUMER EXPERIENCEDigital media and the Internet are rapidly transforming the marketing and media industries, fundamentally and forever changing how brands engage with their consumers. From connected TV to mobile devices to wearables, media and entertainment is everywhere. Consumers today not only expect, but demand content anywhere, anytime, across every screen, device, and media platform that they encounter throughout the day. As a result, brands are working harder than ever to keep up with consumers. How is the digital transformation of the marketing and media media industries impacting brand marketing? How can brand marketers take advantage of this paradigm shift and use technology to build loyalty and long term relationships with their consumers? What’s the next big thing that will disrupt the marketing and media industries? Moderator: Michael Martin, Managing Partner, Code and Theory Noelle Kim, Product Marketing Manager, Google Glass, Google Kenny Lauer, VP, Digital & Marketing, Golden State Warriors Juan Silvera, Managing Director Digital Marketing and Advertising, MUFG Americas Jessica Williams, Global Innovation Marketing & Analytics Leader, Visa

9:35 am SUCCESS STORYJessica Williams from Visa will share Visa’s process in using social media intelligence to drive smarter and more focused b2b and b2c marketing strategy.

Jessica Williams, Global Innovation Marketing & Analytics Leader, Visa

THURSDAY, MAY 14, 2015@IBM SAN FRANCISCO, CA

CONTINUED ON PAGE 24

RANKING REPORTOver the last three 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]

24 Get Social: @Brand_Innovator #bisummit

9:55 am UNLEASHING THE POWER OF SOCIAL MEDIAThe social media explosion over the past decade is arguably the most important paradigm shift in the history of brand marketing, to date. For the first time ever, consumers have a voice and the ability to establish an open and meaningful dialogue with their favorite brands. This new relationship has created a powerful tool and opportunity for brand marketers to build rapport and engage with their consumers on a 1:1 basis, 24 hours a day, seven days a week. Social has also provided brands with the a platform for turning their most loyal and avid fans into advocates and brand ambassadors; influential consumers who then leverage their social media channels and provide first hand references for their favorite brands. How are the most successful brands in America successfully using social media to get a meaningful market advantage over their competitors? What’s the next big thing in social? How can social keep you at the top of your game? Learn from the best.

Gregor Ehrlich, Social Media and Creative Lead, The Clorox CompanyTighe Flatley, Digital Marketing Manager, Gap Inc. Armen Najarian, Program Director, WW Content Marketing, IBMBeth Teague, VP, Social Media Programs, Bank of the West

10:30 am KEYNOTE — HOW TO DEVELOP A CONTENT MARKETING STRATEGY USING SNAPCHATThe rapid growth of Snapchat from an ephemeral messaging service into a genuine content provider is providing brands a new way to tell their story and engage with the platform’s coveted audience of 13-25 year-olds. But is Snapchat right for your company? And how do you begin to build consistent consumer engagement on the platform?

KC Geen, Head of Global Social Media, Groupon

10:50 am NETWORKING BREAK

11:10 am KEYNOTEKenny Lauer, VP, Digital & Marketing, Golden State Warriors

Agenda


11:35 am FORGING CONSUMER CONNECTIONS WITH MOBILE, SOCIAL, AND EMERGING MEDIAThe Bay area is the heart of innovation and fast paced developments in emerging media and technologies. Each of these new media offer novel ways for brands to connect with and interact with audiences. These emerging technologies also make a habit of drastically altering the ways in which people shop, consumer media, and interact with each other and the world. Keeping up can be exhausting, even for the most savvy of digital marketers. From mobile games to virtual reality to messaging apps to ephemeral media, which trends are real and which are fads? Which provide opportunities for marketers to innovate and get closer to consumers? How can brands tap into these developments to gain deeper understandings of who their customers are and what they want?

Michelle Kircher-Weiskittel, Manager, Digital Media Marketing, SafewayJennifer Lashua, Editor in Chief, Intel CorporationJohn Pace, Manager, Social Media Marketing, Electronic Arts (EA)Julian Scharman, Director, Customer Acquisition, Betabrand

12:10 pm KEYNOTE — THE URBAN LEGEND OF FREE SOCIAL MEDIA MARKETINGAs social marketing evolves into a mandatory effort for brands, the social landscape constantly shifts. Exponential growth has pushed the ‘feed frenzy’ louder than ever while social powerhouses are aggressively moving to monetize their platforms. With never-ending algorithm changes that diminish organic reach by the day, brands are forced into a paid media corner just to engage the community they have spent the past decade building. As marketers are quickly discovering, there are serious flaws in current social marketing strategies: we are experiencing the death of earned media and it’s time for brands to rethink how they build engaged communities. In this session, attendees will learn how to socialize their owned properties, apps and events by creating their own, highly engaging social experiences — all without giving up control.

Jordan Kretchmer, CEO, Livefyre

Agenda


12:30 pm LUNCH

1:30 pm KEYNOTE: MULTICULTURAL SOCIAL MARKETING – ENGAGING DIVERSE AUDIENCES THROUGH SOCIAL MEDIA Global brands need to serve increasingly diverse multicultural audiences. Creating a thoughtful, highly engaged content strategy is difficult in any language…especially when it’s a social conversation, it must be artful. Learn how Western Union (WU) connects to its customers on social media, how deep cultural and audience insights drive WU’s global social strategy and see examples of how WU became a leader in the Financial Services space in social media.

Michael Fenech, Global Social Strategy Lead, Western Union

2:00 pm GET A DIGITAL MARKETING QUICK WIN WITH EMPLOYEE ADVOCACY88% of companies are going through digital marketing transformations. They’re trying to adapt to the digital customer mindset, which can be a long, complex process. What you need is a quick win and to create momentum. Now you can kickstart that transformation and drive revenue and engagement with your best advocates – your employees. Employee Advocacy lets employees receive and post company-approved content to their social networks. And when you include employees in your social media strategy, you can expand your network by 10x. Since people listen more to their social connections (those they trust) than to official marketing campaigns, you can increase content engagement by 700x and brand awareness by 14x. Come and learn how our proven Employee Advocacy platform has immediately ignited our customers’ digital marketing transformations. And, you’ll walk away with best practices and strategies that will eventually turn those quick wins into big victories.

Moderator: Pavey Purewal, CMO, Dynamic Signal

Michelle Killebrew, Program Director, Digital Marketing Transformation, IBMMark Williams, Managing Partner, Mortar AgencyTony Obregon, Global Lead & Group Manager, Social Media Center of Excellence, Avanade

Agenda


2:40 pm THE PARTICIPATION GAMELearn how and why millennial consumers adopt brands. We conducted three annual national studies interviewing more than 3,500 millennial consumers. The net result identified their top 50 brands each year – but also found that brand support is not done by consuming advertising, but instead by gaining participation. By analyzing media types, characteristics of favorite brands and emotions that drive engagement, we believe there is definitive formula for creativity to meet connectivity.

Norty Cohen, Founder and CEO, Moosylvania

3:05 pm NETWORKING BREAK

3:30 pm CONNECTING WITH CONTENTAs Facebook marketing expert Mari Smith recently stated, “Content may be king, but engagement is Queen.” Authentic, original content enables brands to build trust with their consumers. The holy grail of content marketing, however, is to make it so compelling and engaging that consumers not only engage, but share it vis-à-vis social media — Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, LinkedIn, etc. — with their friends and families. How can you make meaningful emotional connections with content? What makes consumers want to share content? What are the secrets of winning with content? You heard it here first. Now tell a friend.

Brigitte Brady-Harris, VP, Brand Marketing, Williams-Sonoma, IncNidhi Gupta, Senior Marketing Manager, Americas, Western Union DigitalAmy Hsiao, Associate Director, The Clorox CompanyDeirdre Hussey, Digital Marketing & Communications, Director, Gap Inc.

4:10 pm KEYNOTE — BIG DATA AND E-COMMERCE: THE FUTURE IS NOWDave Feinleib, Founder, Content Analytics and author of Big Data Demystified: How Big Data Is Changing The Way We Live, Love and Learn

4:30 pm CLOSING FIRESIDE CHATMichelle Killebrew, Program Director, Digital Marketing Transformation, IBM

Q&A conducted by Ted Rubin.

5:00 pm BRAND INNOVATORS COCKTAIL RECEPTION

Agenda


Speakers

Nidhi Gupta has marketing experience in fields spanning from consumer packaged goods and financial services, to technology entrepreneurship. Her first professional assignment was with Nestle in India, where she grew the culinary and confectionery international business multifold. This was followed by a stint at TiE Silicon Valley, a leading global non-profit dedicated to fostering entrepreneurship. In 2008, Nidhi joined Western Union, a leader in global payment services. She shifted gears in 2012 to join their Digital office in San Francisco, where she currently leads marketing for their online and mobile app money transfer business for the Americas region.

NIDHI GUPTA SENIOR MARKETING MANAGER, AMERICAS, WESTERN UNION DIGITAL

Tighe Flatley is the Digital and Content Marketing Manager at Gap Inc. In that capacity, his central mission is coming up with creative ways to tell the stories of Gap Inc. as a company that does more than sell clothes. Tighe oversees the development, publication and promotion of digital content across all platforms, including blogs and social media. He manages the @GapInc social media channels, including community management and acquisition campaigns, content promotions and crisis management. Prior to joining Gap Inc. in 2012, Tighe was Blog Editor and Social Media Manager at Eventbrite and worked in communications at New Balance.

TIGHE FLATLEY DIGITAL MARKETING MANAGER, GAP INC. @tflatley

Brigitte Brady-Harris serves as Vice President of Brand Marketing for the Pottery Barn brands, a division of Williams-Sonoma, Inc. (NYSE: WSM). As a marketing leader for North America’s preeminent home furnishings retailer, Brigitte oversees brand strategy, research, partnerships, licensing and experiential marketing. She helped launch social media for the Pottery Barn brands and continues to serve in an advisory role on all content and community efforts. Brigitte brings nearly 20 years of marketing and advertising experience to her current role. Prior to her 7 years at Williams-Sonoma, Inc., Brigitte held leadership positions at Gap Inc., Smith & Hawken and a variety of advertising agencies.

BRIGITTE BRADY-HARRISVP, BRAND MARKETING, WILLIAMS-SONOMA, INC.

Gregor Ehrlich is Social Media and Creative Lead, as well as Executive Producer, at the Clorox Services Company. Clorox is in over 100 countries with hundreds of brands ranging from Burt’s Bees, Hidden Valley and Glad, to Kingsford and cleaning products. Previously he was Editorial Director at Old Navy.

GREGOR EHRLICH SOCIAL MEDIA AND CREATIVE LEAD AND EXECUTIVE PRODUCER, CLOROX SERVICES COMPANY@GregorEhrlich


Speakers

Amy Hsiao currently works at The Clorox Company as the Associate Director managing a portfolio of brands including Clorox, F409 and Tilex. She has over 15 years of experience in the Consumer Packaged Goods industry, from strategy consulting, consumer research & analytic insights, to brand management. Amy graduated from the University of California at Berkeley with a BA in cognitive science and received an MBA from Northwestern’s Kellogg School of Management.

AMY HSIAO ASSOCIATE DIRECTOR, THE CLOROX COMPANY

As Co-Founder of the Brand Innovators, Brandon Gutman is responsible for developing premium content which means tapping marketers from the world’s most successful brands to share how they’re utilizing emerging technology and new media vehicles to build a name and drive meaningful ROI. A prolific, highly respected writer, Brandon is an expert blogger whose work has appeared on Forbes.com’s CMO Network. Prior to launching Brand Innovators, Brandon held marketing and business development positions in the executive search sector where he forged relationships with some of the most influential brand marketers, technology developers and venture capitalists in our industry.

BRANDON GUTMANCO-FOUNDER, BRAND INNOVATORS@BrandonGutman

Deirdre Hussey loves to tell stories. Fortunately, that’s what she does at Gap Inc., every day. Deirdre brings more than a 15 years of journalism experience to her marketing role at Gap Inc. She and her team develop, publish and promote daily content telling the fashion, business and values-marketing stories of some of the world’s largest apparel brands. Previously, Deirdre served as Editor-in-Chief at the San Francisco Examiner and during her tenure the paper won numerous awards for news, political, and arts content.

DEIRDRE HUSSEY DIGITAL MARKETING & COMMUNICATIONS, DIRECTOR, GAP INC.@DHussey415

Noelle Kim is the Product Marketing Manager on Google Glass where she leads brand strategy and partnerships. She joined Google as a Principal Industry Analyst advising on digital marketing strategy to Consumer Packaged Goods and Entertainment industries. Prior to Google, Noelle has worked in marketing, sales and corporate strategy at Nestle, Roadshow Entertainment and start-ups across multiple industries including food manufacturing, entertainment, publishing and online retail.

NOELLE KIMPRODUCT MARKETING MANAGER, GOOGLE GLASS, GOOGLE


Speakers

Jennifer Lashua is a digital marketing & social media expert from Intel. Currently she’s Chief of Staff for the Digital Marketing & Media organization and recently held roles including Editor-in-Chief of the Intel Digital Newsroom and Social Media group manager. In addition to her 11-year tenure at Intel, she also spent 5 years in the retail and food & beverage sectors in Europe and the US. A new Mom, Jen is passionate about her family and also endurance sports, health, cooking, and great wine!

JENNIFER LASHUA EDITOR IN CHIEF, INTEL CORPORATION.@runningjen

Michael is a Managing Partner at Code and Theory. For the past 5 years, he’s been closely involved in some of the agency’s most innovative digital projects with clients including The Guardian, The Los Angeles Times, Hearst Magazines, Nautil.us, NBC Olympics, Mashable, and most recently Visit California, winner of a 2015 Webby Award. Michael joined Code and Theory in New York in 2010 to lead business development and help scale operations.Now based in San Francisco, Michael works with a team of Digital Strategists, UX Designers, Visual Designers, and Creative Technologists to create effective and immersive digital products and brand experiences and grow the agency’s west coast footprint.

MICHAEL MARTIN MANAGING PARTNER, CODE AND THEORY

Michelle Kircher-Weiskittel is the manager of digital media marketing at Safeway, where she manages the digital creative process and leads Safeway’s Private Label media communication strategy for Marcela, Open Nature, Organics and Lucerne. Prior to Safeway, Michelle held positions as Director or Digital Media Account Management and Planning at iProspect and Razorfish.

MICHELLE KIRCHER-WEISKITTEL MANGER, DIGITAL MEDIA MARKETING, SAFEWAY

Tony Obregon oversees global social media operations for Avanade, a technology consultancy owned by Accenture that helps clients realize results in a digital world through Microsoft technologies. With many years of public relations and digital marketing experience, he provides corporate communications strategy and counsel on a variety of initiatives and activities across the company. Over the last decade, he’s developed specialized social media programs for top brands including HP, Landor, McKesson, Panasonic, SanDisk and Seagate.

TONY OBREGON GLOBAL LEAD & GROUP MANAGER, SOCIAL MEDIA CENTER OF EXCELLENCE, AVANADE@tonyobregon


Speakers

Pavey Purewal is a transformational marketing professional with 18 years of enterprise software experience in Cloud, SOA, middleware and BI. Pavey was the former VP Global Marketing at VMware and was responsible for marketing the Infrastructure-as-a-service offering. Prior to VMware, Pavey held senior marketing positions at Oracle and BEA. Pavey has led GTM strategy, thought leadership programs, and driven new business, leading companies to position as #1 in their market.

PAVEY PUREWAL CHIEF MARKETING OFFICER, DYNAMIC SIGNAL@PaveyPurewal

John Pace leads the paid social media team at Electronic Arts, where he focuses on building global media plans for a variety of EA’s business models including e-commerce, console, and live services. He works closely with social media partners Facebook, YouTube, and Twitter to drive user acquisition, engagement, and monetization across EA’s portfolio. John joined EA in 2013 as a Social Media Analyst before being promoted to Manager, Social Media Marketing in 2015. John graduated from the University of California, Berkeley in 2012 with a degree in Economics where he focused on Econometrics and Finance

JOHN PACE MANAGER, SOCIAL MEDIA MARKETING, ELECTRONIC ARTS (EA)

At Betabrand, a high-growth startup and one of the first fully crowdsourced clothing companies, Julian Scharman focuses on finding the most innovative ways to attract & retain new customers including cutting-edge website experiences, highly-targeted and personalized email, mobile, digital advertising and analytics to tie it all together. A seasoned marketing and digital professional, Julian has worked at leading San Francisco digital media agencies designing multi-channel communication campaigns for Fortune 500 companies. His customer-focused approach to growing a business incorporates customer insights, creativity, logic, innovation and measurement accountability.

JULIAN SCHARMAN DIRECTOR, CUSTOMER ACQUISITION, BETABRAND@JulianScharman

Juan Silvera leads Union Bank MUFG’s Digital Marketing and Advertising team supporting the retail, commercial, wealth, lending, small business, card, corporate and investment banking lines of business. He is responsible for the .com, Email, Search, Online Display, Mobile and Social Media digital marketing channels across the Americas. In addition, he manages the bank’s Advertising team, which executes campaigns across traditional, off-line media including print, TV, radio and Out-of-Home. He is also in charge of the bank’s Intranet platform. Prior to joining MUFG Union Bank, Juan was SVP eMerchandising Executive at Bank of America where he managed a team in charge of the bank’s .com, email, ATM and mobile marketing channels.

JUAN SILVERA MANAGING DIRECTOR DIGITAL MARKETING AND ADVERTISING, MUFG AMERICAS @juansilvera


Speakers

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

David Teicher is Chief Content Officer at Brand Innovators, managing content for the 30-plus live summit programs and dozens of special events Brand Innovators produces annually, and contributing thought-leadership to Brand-Innovators.com and related content. David joined Brand Innovators in June from Ad Age, where he worked since 2010, most recently as Social Media and Event Content Manager. He also contributed columns and articles to AdAge.com, with a special emphasis on emerging media, technology and start-ups. In 2012 he helped launch Brand H@cker, which he continued to manage.

DAVID TEICHER CHIEF CONTENT OFFICER, BRAND INNOVATORS@aerocles

From the design and launch of one of the Web’s first employee advocacy programs in the 90s, Mark Williams slogged through an IPO with Monster.com, projects for the then formative Yahoo and eBay, published several reports on the birth of worldwide internet recruiting, and then burned through millions in startups (ITworld.com, BrassRing and MediaPlex) before taking a much needed break from the heady world of entrepreneurdom to lead Digital Strategy for JWT. For the last 12 years Mortar’s new, more collaborative and energetic approach to marketing innovation has helped create over $13 billion in market value in high-tech, eCommerce, healthcare, biotech, sustainable technology and not-for-profits.

MARK WILLIAMS MANAGING PARTNER, MORTAR AGENCY

Beth Teague is Vice President of Social Media Programs at Bank of the West. In this role, she manages a variety of social media programs and initiatives, including community management, social customer service, contests and promotions, and video production. Prior to joining Bank of the West, Beth led the food vertical at Federated Media Publishing, managing dynamic brand ambassador programs to connect prominent food and lifestyle bloggers with Fortune 500 companies. Beth holds both a bachelor’s and master’s degree in communications and lives in San Francisco.

BETH TEAGUE VP, SOCIAL MEDIA PROGRAMS, BANK OF THE WEST


CHARLIE COLECEO,THE LINE

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

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

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

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

ERICK DICKENSVICE PRESIDENT, MARKETING, KING’S HAWAIIAN

LASTON CHARRIEZSVP MARKETING, WESTERN UNION

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

MARC FONZETTIDIRECTOR OF MEDIA STRATEGY & INVESTMENT, VERIZON WIRELESS

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

TRESSIE LIEBERMANSENIOR DIRECTOR & SOCIAL MARKETING, TACO BELL

JOHN KOLLERVP, PLATFORMS MARKETING, SONY PLAYSTATION (SCEA)

JAKE LESTANHEAD OF BRAND PARTNERSHIPS & NEW PRODUCT COMMUNICATIONS, DISCOVER

JASON JOHNCHIEF MARKETING OFFICER, PUBLISHERS CLEARING HOUSE

SCOTT HUDLERVICE PRESIDENT-GLOBAL CONSUMER ENGAGEMENT, DUNKIN’ BRANDS

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

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

IAN GOMARPRESIDENT,SHAQUILLE O’NEIL ENTERPRISES


MARC PATRICKSENIOR BRAND DIRECTOR,NIKE EAST

MASON NELDERDIRECTOR OF SOCIAL & DIGITAL STRATEGY, VERIZON

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

DEB RADCLIFFSENIOR VP MARKETING, WEST MARINE

ASHWIN NATHANMARKETING DIRECTOR, DIGITAL, FRITO LAY PORTFOLIO, PEPSICO

ANDREW MARKOWITZ DIRECTOR, GLOBAL DIGITAL STRATEGY, GE

MERYL TRUFFELMAN MACUNEVICE PRESIDENT, GLOBAL DIGITAL MARKETING, ESTÉE LAUDER

PAUL MARCUMHEAD OF GLOBAL DIGITAL INNOVATION, BLOOMBERG MEDIA

Advisory Board

ELLIOT LUMVP STRATEGIC MARKETING,COLUMBIA RECORDS

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


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

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

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


For years, IBMers have been working with companies, cities and communities around the world to build a Smarter Planet. We’ve seen enormous advances, as leaders are using an explosion of data to transform their enterprises and institutions through analytics, mobile technology, social business and the cloud. We’ve also seen how this new era is starting to create winners. They’re changing how their decisions are made. They’re redesigning how their teams work, reassessing how to serve their customers, and changing the very nature of business. Businesses know that innovation comes from collaboration. And collaboration comes from everywhere. Firms that embrace the power of social technologies will unleash the productivity and innovation throughout the entire value chain—from employees to partners to suppliers to customers.

Marquee Sponsor

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

Title Sponsors

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

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 @IgniteSMA

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 television broadcasts to increase viewer engagement, boost website traffic and drive revenue. As the fourth 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. Livefyre also acquired social storytelling platform Storify in September 2013 and Social Application Provider Realtidbits in November 2013.

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 PromisingCompanies in America and Crain’s Best Places to Work in New York. @Dstillery

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

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

NetBase is the award-winning social analytics platform that global companies use to analyze and engage with consumers in real-time to build your business. NetBase won CGT’s Best in Class: Consumer Goods Technology award this year. Our platform processes billions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation leaders. NetBase is a trusted partner to AMC Networks, American Airlines, Arby’s, Beam, Coca-Cola, Kenneth Cole, McCann Erickson, Ogilvy, Walmart and YUM!. Our customers report 34% cost reduction to capture social media insights, 20% time reduction to manage PR and significant boost in productivity for many business functions. Please contact us to learn more and to schedule a custom demo: www.netbase.com or email [email protected] @Netbase

Twitter is a global social networking platform that allows its users to send and read 140-character messages known as “tweets”. It enables registered users to read and post their tweets through the web, short message service (SMS), and mobile applications. As a global real-time communications platform, Twitter has more than 400 million monthly visitors and 255 million monthly active users around the world. Twitter’s active group of registered members includes World leaders, major athletes, star performers, news organizations, and entertainment outlets. It is currently available in more 35 languages. @twitter

ZEFR is a software platform for brand and content management on YouTube. BrandID, ZEFR’s brand management software, helps brands and media companies publish content, analyze their brand exposure, partner with their biggest fans, and target ads to their most important demographics. ZEFR helps their customers build lasting relationships with their fans on the second largest search engine in the world. RightsID, ZEFR’s rights management software, monetizes the world’s content. Its proprietary licensing software took a historically antagonistic relationship between content rights holders (media companies) and fans that uploaded their content and turned it on its head. @ZEFRinc


The company’s leadership team includes David Feinleib, founder and CEO. David is a Big Data expert and author of Big Data Demystified and an upcoming book, Big Data Bootcamp (see below). David is also the producer of “The Big Data Landscape.” David is a serial entrepreneur with exits to HP and EMC. Jeff Green, Director of Engineering, is a leader in machine learning and analytics. Jeff formerly held positions at SAP Labs, Naval Research Laboratory, and NASA Ames Research Center @contentanalytic

Premiere 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

Can you turn a comment into a customer?$83 billion in sales is lost each year due to poor customer experiences. Smarter enterprises use social tools to learn from customers and fi gure out how to serve them better. By analyzing traditional sales data along with social interactions, businesses could slow customer attrition by 5% and lift profi ts by up to 95%*.

This is Social Business on a Smarter Planet.

ibm.com/listen

IBM, the IBM logo, ibm.com, Let’s Build A Smarter Planet, Smarter Planet and the planet icon are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at www. ibm. com/legal/copytrade.shtml. © International Business Machines Corporation 2013. *The Loyalty Effect: The Hidden Force Behind Growth, Profi ts, and Lasting Value, 2001, by Frederick F. Reichheld

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Ad No.: BRA-13-24 SAP No.: IMN.IMNBTP.13028.K.011Ad Title: Questions Campaign - SOCIAL #2

This advertisement prepared by: Ogilvy & MatherTo appear in: Std Pubs

Size: Page Color: 4/c BleedBleed: 8.75”w x 11.25”h Trim: 7.75”w x 10.5”h Safety: 7”w x 9.75”h

Creative Director: Denise Zurilgen Art Director: Sid Tomkins Copywriter: —Account Exec: Christainne Enos Print Producer: Don Hanson Print Proj. Mgr.: Eric Makar

Engraver: HUDSONYARDS

125736_12_BRA_13_24125736_12_BRA_13_24.pgs 10.09.2013 20:34 PDFX1a

Brand Innovators Summit 2015

Education

Transcript of Brand Innovators Summit 2015