9:15AM - INTERVIEW
Senior Digital Marketing Specialist, Etsy
Director, Marketing Strategy, Customer Acquisition, MediaPost
9:45AM- FINDING THE RIGHT KPIS FOR INFLUENCER CAMPAIGNS
Why is it so hard to measure the success of an influencer marketing campaign? Well, for starters, there are many different measures for success: reach (impressions, clicks, followers, etc), engagement (comments, likes, shares, etc), and conversions (sales, registrations, subscriptions, donations, etc). Part of the problem is that social media evolves so rapidly that relevant results metrics can become obsolete before advertisers truly master them. Moreover, even though the majority of brands that have tried influencer marketing report success, many are still unsure how they achieved those results. Our panel of brands, agencies and influencers will share their experiences evaluating influencer marketing ROI and help you determine the best success metrics for your brand.
Co-Founder of The Wonderfactory, The Wonderfactory
SVP, Program Marketing & Development, DEFY Media
Executive Producer and Host, Clevver Media
President, North America, m/SIX
President/CEO, Zocala Group
Founder and Managing Partner, mono
Founder, A Cereal Production LLC
Director of Influencer & Partnership Marketing, Attention Global
11:00AM- KEYNOTE SPEECH
Director, Digital Marketing, Sidney Frank Importing Company
11:30AM- KEEPING PACE WITH FACEBOOK’S EVOLUTION
It’s been a frustrating year for brands on Facebook, particularly entertainment and news media brands looking to expand their reach through the world’s largest social media platform, as Mark Zuckerberg & co. reeled in several changes to the News Feed. From expanded video programs that redefine the way consumers engage with videos in the News Feed, to a total shakeup in the algorithm that prioritizes posts, to “See First” and other advanced user controls for prioritizing feeds, it’s been a big year of headache-inducing changes for brands. Given that Facebook has now clearly put News Feed control in the hands of users, how do brands respond? How can these changes actually help brands, and moreover, what meaningful metrics do they create? What’s your “See First” strategy?
Editor, Publishers Daily, MediaPost
Senior Director, Strategy, Mindshare
Senior Social Strategist, Kettle
Co-Founder and CEO, Adaptly
Group Director Social and Content Strategy, Campbell Ewald
SVP, Performance Services, Performics
12:15PM- EVALUATING AUTOMATED INFLUENCER MARKETING
Since the first brands started paying YouTubers for sponsorships a few years ago, influencer marketing has grown exponentially to become the hottest marketing tactic of 2016. There are now seven primary influencer marketing channels: YouTube, Facebook, Instagram, Snapchat, Periscope, Twitter and blogs. As with any rapidly maturing digital marketing medium, technology vendors have entered the fray, with a view to helping brands extend their reach and streamline their influencer marketing operations through automation. Of course, there are pluses and minuses inherent in automation. What are some pitfalls to avoid, and success stories to try and emulate? How can automation help brands exceed their KPIs? How can it affect a brand’s relationship with its influencers?
Founder and CEO, Clever Girls
CEO, Tidal Labs
2:15PM- EVALUATING AUTOMATED INFLUENCER MARKETING
How do brands participate in the new realm of real-time, one-to-one interactions where correct consumer engagement is key? This means embedding intelligence in bots and perfecting electronic communications so that consumers feel the conversation is ‘real.’ And all of this has to be crafted to work within a messaging app. How are marketers engaging the challenge of AI? Are chatbots the first wave and the testing ground for the automation of customer relations?
Associate Director, Social Experience & Custom Product, Mediavest | Spark
SVP Managing Partner Digital , UMWW
Co-Founder and Chief Creative Officer, Digital Surgeons
Vice President, Creative, IPG Media Lab
3:45PM- SNAPCHAT & CRAFTING THE 10-SECOND STORY
Brands are discovering Snapchat and are moving into ‘Stories’ and ‘Discover’ in innovative channels. This panel delves into the approaches of brands ranging from publishers and museums to retailers and quick serve restaurants in one of the hottest new conversation platforms.
Senior Account Manager, Beeby Clark+Meyler
Group Director, The Media Kitchen
US Director, OMD
4:15PM- EVOLVING MARKETING TEAMS FOR THE BOT REVOLUTION
As Chat Bots continue to gain momentum, the typical roles of technologists, UX designers, copywriters and designers will have to shift and evolve since the current user interaction model simply won't work for devices that listen, feel and talk to us. In this session, hear from Trevor O'Brien, Partner and CTO, NY at Deustch, about how creatives and tech experts can and must join forces to create the rules, tools and even new roles that will allow our marketing teams to ease into this next phase of the industrial revolution.
Partner & CTO, Deutsch
4:45PM- THE FUTURE OF MARKETING PERSONALIZATION: SMART, HELPFUL BOTS GET TO KNOW THE USER
What's next, after Siri, Alexa and Ok Google? So far, most bot’s and voice UIs have not truly offered a conversation UI, but have been mostly focused on command-and-control, like “Navigate to home” or “Tune to NBC.” With the latest developments in natural language processing and machine learning we can now start building truly conversational UI, where the user can get help with their needs and problems through a conversation with a bot. Tacking the big question of how to develop conversational UI’s so users feel they are truly personalized, smart and helpful enough to make consumers want to continue the conversation with these bots and get real value, is product innovator Christian O. Petersen. His team is working to help users decide what to watch tonight on TV. Christian will take us through some of challenges and learnings of making bots that behave like a human but think like a computer.
Christian O. Petersen
Director of Product, Comcast Silicon Valley Innovation Center
5:00PM- TOOLS OF THE TRADE
What are the best methods and platforms, including Facebook, Snapchat and Twitter for marketers to engage with consumers? Whether by automatically ordering pizza, using chatbots to create interactive dialogs with fans or letting consumers tap their way to recipes as they shop, marketers are facing a new landscape for engagement. This panel of experts takes your through the maze.
Partner, Glasswing Ventures
Global Director of Social Media, Kinetic Worldwide
CEO, Block Party
VP of Growth Marketing, Grubhub