iMedia Summit

iMedia InFocus Summit June 2013 - Agenda

 

2013 iMedia InFocus Summit Schedule

 

Tuesday, June 4th: Arrival Day

3:00pm - 8:00pm

Registration Desk Open

5:45pm - 7:00pm

Sponsored Presentations (Brand Marketers & Agency Executives Only)

7:00pm - 9:00pm

Welcome Reception & Dinner

Sponsored by:

Wednesday, June 5th: Opening Day

Summit Wifi

7:30am - 4:15pm

Registration Desk Open

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agency Executives Only)

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break

 

Sponsored by:

9:30am - 9:45am

Welcome by Summit Host

Lori H. Schwartz, Tech Catalyst & Principal, World of Schwartz

9:45am - 10:05am

Keynote: "Understanding Today's Digital Woman"

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Jennifer Kasper, GVP, Digital Media & Multicultural Marketing, Macy's

10:05am - 10:15am

"Conversations with the Keynote"

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10:15am - 10:35am

Women's Life Stages Insights: "From Millennials to Nesters"

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Katie Ford, EVP, Managing Director, Starcom MediaVest Group

Jill Griffin, SVP, Branded Content & Storytelling, Starcom MediaVest Group / LiquidThread

10:35am - 11:00am

Insight Presentation: "Pin It: How a New Social Service is Reaching Women"

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Steve Patrizi, Head of Partner Marketing, Pinterest

11:00am - 11:15am

Networking Break

 

Sponsored by:

11:15am - 11:45am

Spotlights



A: "Christmas in July: Optimizing Marketing Campaigns for the Longest Holiday Season Yet"

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Diane Kegley, CMO, RichRelevance

Sean Pfister, Senior Market Analyst, RichRelevance

Sponsored by:




B: "Forget the Shopper Mom; it's all about the SoLoMo Mom"

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Barbara Liss, Director of Digital & Social Media, Quaker Foods of PepsiCo.

Rajat Shroff, VP Products & Business Development, Brand.net

Sponsored by:

Co-presented by:


C: "Transforming the Digital 'Influencer' to One of 'Storyteller"

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Brooke Chaffin, SVP, Women & Family, Disney Interactive Family

Catherine Connors, Editor-In-Chief, Disney Interactive Family

Sponsored by:



11:45am - 12:00pm

Networking Break

12:00pm - 12:30pm

Spotlights (Repeated)

12:30pm - 1:30pm

Boxed Lunch & Table Talks

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Sponsored by:

1:30pm - 2:30pm

 

A by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meeting.

 

Sponsored by:

2:30pm - 2:45pm

Networking Break

2:45pm - 3:00pm

Insight Presentation: "Rules of Engagement"

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Maureen Sullivan, SVP & GM Lifestyle Brands & Women's Content, AOL

3:00pm - 3:30pm

Branded Content Panel: "Who Owns the Conversation?"

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Catherine Davis, President, Vizeum Americas

Clayton Wai-Poi, Director of CRM, Kraft Foods

Danielle Wiley, CEO, Sway Group

Moderator: Maureen Sullivan, SVP & GM Lifestyle Brands & Women's Content, AOL

3:30pm - 3:45pm

Case Study: "Targeting the Curly Hair Demo"

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Michelle Breyer, President, TextureMedia Inc.

Minyi Shih, Media Director, Moxie Interactive

3:45pm - 4:00pm

Case Study: "Driving Social Engagement Among Women"

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Bailey Dyer, Brand Manager, Olay

4:00pm - 4:15pm

Insight Presentation: "Reaching Social Moms"

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Erin Hunter, Head of Global CPG Marketing, Facebook

4:15pm - 6:30pm

Extended Networking Break

6:30pm - 7:30pm

Cocktail Reception

 

Sponsored by:

7:30pm - 9:00pm

Dinner

 

Sponsored by:

9:00pm - 10:00pm

After Dinner Reception

 

Sponsored by:

Thursday, June 6th: Final Summit Day

Summit Wifi

8:00am - 12:00pm

Registration Desk Open

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agency Executives Only)

8:00am - 9:00am

Publisher / Service Provider Breakfast:
"Go Swipe Yourself: Navigating Digital Disruption"

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Sky Holden, Partner, Velocity Made Good

Remy Stern, Managing Editor, Head of Digital Strategy & Product, New York Post

Clayton Wai-Poi, Director of CRM, Kraft Foods

9:00am - 9:30am

Networking Break

9:30am - 10:30am

 

A by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meeting.

 

Sponsored by:

10:30am - 10:45am

Networking Break

10:45am - 10:55am

Welcome Back by Summit Host

Lori H. Schwartz, Tech Catalyst & Principal, World of Schwartz

10:55am - 11:25am

Keynote: "How Signals Are Trumping Demographics"

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Adam Kmiec, Director, Global Digital Marketing & Social Media, The Campbell Soup Co.

11:25am - 11:35am

"Conversations with the Keynote"

11:35am - 11:50am

Insight Presentation: "Connecting with Consumers Across Devices"

More

Kelly Jones, Head of Thought Leadership, Microsoft Advertising


11:50am - 12:05pm

Case Study: "Nestle Connects In-Store with Mobile Branded Dinner Recommendations"

More

Manuel Rosso, Founder & CEO, Food on the Table

Rachel Vranich, Shopper Marketing Manager - Shared Meals, Nestle

12:05am - 12:30pm

Insight Presentation: "The Human Energy Crisis & the Role of Digital Media"

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Becky Frankiewicz, SVP / GM Global Costco, PepsiCo

12:30pm - 1:30pm

Lunch & Guest Speaker: "All the Single Ladies"

More

Kate Bolick, Author of the Blockbuster Atlantic Cover Story, "All the Single Ladies"

Schedule subject to change. Please check back often for updates.

Live and text Q&A session with the keynote speaker.

Marketers are increasingly messaging to women based on their life stages, rather than old-fashioned categorizations and demographic breakdowns. From Millennials, to Moms to the power-woman empty-nester, we'll hear from a leading media agency about how brands can communicate better with women by connecting with them through their passion points. This session will include both research and specific examples showcasing leading-edge strategies to market to women.

Pinterest is one of the fastest-growing social media platforms, attracting legions of loyal female users and establishing itself as a mover and shaker in the digital media business. But how are brands able to leverage the interest in Pinterest? Join Steve Patrizi, Pinterest's head of partner marketing, for a discussion on how marketers are able to reach the women who are using the service. Patrizi will share examples of successful campaigns, delve into best practices and give us a look at what's to come in brand partnerships.

Branded content is one of the most buzzed-about topics in the last year and with good reason. Marketers are increasingly tasked with building and growing their owned content, whether that be a YouTube Channel, a Facebook page, syndicated Web content or more. But there are many unanswered questions -- what are the most effective strategies to drive traffic and audiences to owned content? What are the ideal platforms to use? How can a brand maintain control of messages in a two-way marketing world? This panel discussion will feature leading women's publishers, agencies and brands who have successfully launched branded content strategies across platforms.

Women are hugely influential to marketers and make the vast majority of purchase decisions, yet many women say that advertisers don't understand them. In this keynote session we'l hear from Jennifer Kasper of Macy' -- brand that "gets" it --bout how the retailer is reaching women in new ways through branded content, mobile marketing and more. Kasper will share successful examples of reaching this all-important customer through effective digital marketing.

Table Talks are an open time for organized discussions, fostering collaboration, interaction, and knowledge exchange. You will discuss key topics affecting the digital marketing industry today in roundtables with your peers, including brand marketers, publishers, and technology service providers.
Discussion topics include:

  • Effective Social Media Strategies for Interacting with Women, and How to Engage with Your Customers Across Social Venues
  • Driving Online Traffic for Consumer Acquisition, Looking at When, How and Where to "Talk" to Consumers
  • Cultivating Influencers in Digital Spheres to Build Brand Evangelists
  • Mobile Marketing & Targeting, and How to Fine-Tune a Mobile Strategy to Reach the Right Consumers
  • Native Advertising, What It Really Means and How to Use it Effectively
  • The Role of Corporate Responsibility in Digital Marketing Today And how brands can use mobile, social and gaming to educate consumers

  • As brands build out their content strategies, they're learning new rules of the road when it comes to creative engagement with their customers. In this presentation, we'll hear from marketers who are speaking to women via branded content. What sort of messages work and don't work when the brand crafts the content? Further, what of distribution, measurement and partnerships? In this insight presentation, we'll cover the ins and outs of creating branded content that works.

    If your brand is only focusing on the demographic, you're doing it wrong. So says Adam Kmiec at The Campbell Soup Co., a globally focused marketer representing an iconic brand, who believes in trying to connect with people, not quartiles. Rather than segment women, moms, Millennials, dads or other consumer groups, Campbell's seeks out the right "signals" and insights to use to connect with consumers. Kmiec will aim to bring into focus the need to think about signals and linking those signals to behaviors -- rather than demographics -- while sharing practical recommendations on how to do just that.

    Reaching customers in a multi-platform, multi-device world is challenging, but also essential for marketers today. Do women graze at content, or look at two screens at the same time? Do they start gathering information on potential purchases on a computer, then finish up on a smartphone? How does this multi-platform behavior shift for millenials versus empty nesters, for instance? Microsoft shares exclusive research into the consumer behavior across devices with new insight into the most effective approaches to marry retail to mobile to shopping behavior, as they all lead to the all-important point of purchase.

    In today's saturated social media environment, how can brands deepen social relationships with the female consumer? In this case study presentation, Bailey Dyer, brand manager of venerable beauty brand Olay, will offer ways to think differently about how to produce rich social experiences and deepen two-way engagement along the social path to purchase. The presentation will highlight how Olay effectively targeted women as part of a social promotion to celebrate the brand's 60th anniversary. The campaign exceeded industry benchmarks in number of entrants, sharing and brand engagement.

    The frozen unit for Nestle wanted to encourage shoppers to consider frozen dinners as a regular dinner solution, not just a quick fix when shoppers were in a time crunch. Nestle paired up with Food on the Table to create a campaign that suggests unbranded recipes, and offers the "quick" alternative by choosing the frozen version. Food on the Table reports purchase intent and brands Nestle in the grocery list, all while tying in to promotions that Nestle is running with specific retailers.

    The new EverCurl product line presented a unique challenge for L'Oreal Paris. How could EverCurl stand out in the increasingly crowded textured hair category and be taken seriously by the key consumer influencers? L'Oreal Paris partnered with TextureMedia to reach out to influencers and build awareness amongst the target demographic for the product, with a buzz-building campaign that spanned targeted ads, power reviews, social media and custom videos from community vloggers.

    There is currently a human energy crisis when it comes to productivity: We all feel like we're doing too much - there's more day than time! Becky Frankiewicz, SVP/GM Global Costco, PepsiCo will bring to life the emerging research on this topic and examples of how digital is playing in this space through a female specific lens.

    In terms of digital, there is an emergence of products and apps to aid the energy crisis, including: Fitbit, Nike fuel, Gilv, and Wanalo. These tools help us manage "energy" through efficiency. Online communities, tools to track and reward progress, and time saving apps are all part of how digital is attempting to answer the call for women, and Frankiewicz will share new insight on what this means for marketers.

    Social media has quickly become a mission-critical marketing platform for brands as they seek to connect with consumers on a daily basis.
    Learn how Facebook, with 1.1 billion users, is actively working with brands to generate proven results by helping people discover and connect with what matters to them. Erin Hunter will share insight into how brands best leverage the platform to fine-tune campaigns, including work Facebook has done with CPG brand Reckitt Beckiser.

    After a half century of ascent for women, which coincided with the descent of men, we've reached a historical point where career-minded women are finding fewer suitable mates, and are marrying later and in fewer numbers. At the workplace and on university campuses, women are literally and figuratively leaving men behind, surpassing them in terms of sheer numbers and opportunities. They will soon dominate the workforce and the economy. What does this mean for women, for men, and for our society? Based on her Atlantic cover story, Kate Bolick makes sense of these seismic demographic changes. With light humor and deep expertise, she implores us to embrace new ideas about dating, working, having a family, and what it means to be successful.

    Consumer shopping today is changing in dramatic ways. The 24/7 availability of online sites means consumers are less attached to physical stores and fierce brand competition for shopper loyalty and dollars is breaking down traditional seasonal boundaries. Shoppers use mobile technologies and social sites to search, research and compare products both online and in-store.

    These trends exert themselves in a pronounced way during holiday periods, but their influence is felt well before and after the season. It's never too early to prepare.

    Let's explore how consumers are defying the conventional habits and wisdom of seasonal shopping by discussing these topics:

  • Holiday shopping is beginning earlier and extending for longer periods than ever before: when does Christmas actually start? And when does it end?
  • Comparison shopping is in every shopper's wheelhouse now -- across brands and stores, by price and offer, empowered by mobile devices. How much do consumers actually look before they buy?
  • Social, local, mobile: how does the shopping experience bridge all channels?
    This analysis combines data from hundreds of millions of online shopping sessions, years of seasonal shopping behaviors and current macroeconomic trends.
    Christmas may not officially start in July, but it's definitely getting closer to that.

  • The days where dad and the kids were the consumers and mom was the shopper are gone. Mom is now driving the consumption behavior. Why? Because, according to her SoLoMo behaviors, she has moved past the "gaming mom" and has now become much more aware of products and benefits. She is getting aware on social sites, and she is researching on parenting blogs and then making the buying choices for her family. Her multimedia consumption is leading to faster, smarter and better buying decisions. Join us as we take a look at media engagement and activating the SoLoMo Mom. We will look at the differences in how media behavior, geography, culture and other demographics impact these statistics.

    The rapid ascension of the tablet, ever-changing consumer consumption trends and an industry push for more engaging and integrated advertising has forced many publishers to radically alter their approach to the market. Joined by the New York Post and Kraft, the panel will address these trends and discuss the role women have played in shaping the upcoming NYPost & PageSix relaunch, as well as how brands view tablet opportunities in reaching women.

    Today's woman is a storyteller: she is driven to create and tell and share and consume stories about all the moments of her life. The Walt Disney Company gets that, not just because we're a company that has been telling stories for generations, but because we get her. And we empower her to tell her own stories, and to share those stories with women like her. Brooke Chaffin (SVP, Women and Family Product for Disney Interactive) and Catherine Connors (Editor-In-Chief, Disney Interactive Family) will share how Disney Interactive is redefining women's lifestyle as both a content and a community category, and transforming the role of the so-called digital 'influencer' to one of 'storyteller.' They'll discuss what these innovations mean for the future of content marketing to women and moms, and how these will reshape the ways that brands work with women in social media in the future. Using the case study of the launch of their new platform, Story, theyll share what they've learned about best practices / strategies in leveraging a new generation of storytellers to drive engagement and awareness around new and existing products.

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    5 Reasons You Can't Miss This Event

    • Do Business: Create long term relationships with top buyers and sellers.
    • Build Your Knowledge: The brightest minds share what's next in digital.
    • Invite Only: Attendance is limited to senior Agency, Publisher and Brand leaders.
    • Collaborative Environment: Informal networking; no hard sales pitches.
    • No distractions: Always held at luxury resorts; attendees don't compete with the office or city life.