iMedia Summit

iMedia Brand Summit September, 2013 - Agenda

2013 iMedia Brand Summit Schedule

 

Saturday, September 7th: Arrival Day

11:00am - 6:00pm

Arrival Shuttles

Sponsored by:

6:30pm - 7:30pm

Reception (Brand Marketers Only)

7:30pm - 9:30pm

Dinner (Brand Marketers Only)

Sunday, September 8th: Arrival Day

8:30am - 9:30am

Breakfast (Brand Marketers Only)

9:30am - 12:00pm

Marketer-Only Meeting

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11:00am - 5:00pm

Arrival Shuttles

Sponsored by:

12:00pm - 1:00pm

Lunch (Brand Marketers Only)

1:00pm - 3:00pm

Marketer-Only Meeting

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3:00pm - 8:00pm

Registration Desk Open

 

Sponsored by:

5:45pm - 7:00pm

Sponsor Presentation (Brand Marketers Only)

7:00pm - 9:00pm

Welcome Reception

Monday, September 9th: Opening Day

Summit WiFi

 

Sponsored by:

8:00am - 5:00pm

Lounge

 

Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

8:00am - 9:00am

The Upstream Seller Breakfast @ iMedia: "When You Assume..."

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Doug Weaver, Founder & CEO, Upstream Group / iMedia Senior Analyst

 

Sponsored by:

9:00am - 9:30am

Networking Break

9:30am - 9:45am

Welcome by Summit Host

Bill Pearce, Former CMO, Del Monte Foods, Taco Bell, The Campbell Soup Co., & MBA professor at Berkeley

9:45am - 10:15am

Opening Keynote: "The Future of Brands as Content Creators"

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David Shing, Digital Prophet, AOL

10:15am - 10:25am

The Enterprise Model: "Organizing for Content"

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Rebecca Lieb, Digital Advertising & Media Analyst, Altimeter Group

10:25am - 10:45am

Interview: "The Role that Content Plays at Intel"

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Nancy Bhagat, VP Global Marketing Strategy & Campaigns, Intel Corp.

Interviewed by: Rebecca Lieb, Digital Advertising & Media Analyst, Altimeter Group

10:45am - 11:10am

Insight Presentation: "Assessing the Impact of Branded Content across the Web"

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Judy Bahary, SVP, Marketing Solutions, comScore

Aaron Fetters, Director Insights & Analytics Solutions Center, Kellogg Company

11:10am - 11:25am

Networking Break

11:25am - 12:25pm

Master Tracks



A: "Winning @ Social Content"



Case Study: "Scaling Social Content: How The Clorox Company Stays Social across 15+ Brands"

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Helen Lee, Group Manager, Social Media & Digital Content, The Clorox Company

Jim Rudden, CMO, Spredfast

 

Case Study: "Adobe Gets Real (or Fake) about Content Marketing"

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Adam Kleinberg, CEO, Traction

Julie A. Smith, Group Manager, Education Marketing, Adobe


Case Study: "Visual Marketing"

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Ryan Bonifacino, VP, Digital Strategy, Alex and Ani

Apu Gupta, CEO, Curalate



B: "Sight, Sound, & Motion: Using Video for Content"




Case Study: "Using Dynamic Video to Drive Shell's Eco-Marathon"

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Ignacio Gonzalez, General Manager, Shell Eco-Marathon, Americas

Will Price, CEO, Flite

Divya Visentini, Executive Director, Digital Strategy & Performance, a|muse


Case Study: "Expedia & Travel Alberta Take 'Find Yours' Video Campaign to Canada"

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Royce Chwin, CMO, Travel Alberta

Noah Tratt, Global VP Media Solutions, Expedia, Inc.


Case Study: "Taking a Video + Text Strategy Beyond Creation to Distribution, Targeting & Results"

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Ryan Koechel, Director of eCommerce, Spectrum Brands

Steve Sachs, CEO, OneSpot


C: "Creating Compelling Stories"



"Your Competition is a Bad Mofo"

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Jeff Rosenblum, Co-Founder / Documentary Filmmaker, Questus


Case Study: "Target's Story: A Bullseye View"

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Joe Curry, Social Media Manager, Communications, Target


Case Study: "How Dr Pepper Snapple Group Atomizes its Brands"

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Steve Baer, Managing Partner, Brand Design Group, Code and Theory

12:25pm - 1:10pm

Lunch (boxed)

1:10pm - 3:00pm

 

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

 

Sponsored by:

3:00pm - 6:30pm

Extended Networking Break

6:30pm - 7:30pm

Cocktail Reception

 

Sponsored by:

7:30pm - 9:00pm

Dinner

Tuesday, September 10th

Summit WiFi

 

Sponsored by:

8:00am - 5:00pm

Lounge

 

Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break

9:30am - 9:45am

Opening Remarks by Summit Host

Bill Pearce, Former CMO, Del Monte Foods, Taco Bell, The Campbell Soup Co., & MBA professor at Berkeley

9:45am - 10:15am

Keynote: "Brands & Publishers: New Models, New Relationships"

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Kristen Comings, VP, Integrated Marketing Communications, L'Oreal Paris

Pat Connolly, VP, Marketing Solutions, Conde Nast

10:15 - 10:30am

Case Study: "360-degree Content Marketing - Integrating Paid, Owned, & Earned Media to Earn Consumer Trust"

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Harsh Jawharkar, Managing Director - New Channel Development & Content Marketing, Charles Schwab & Co., Inc.


10:30 - 10:45am

Case Study: "The Science Behind the Art of Kraft's Delicious Content"

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Dana Shank, Associate Director, Kraft Foods Group

10:45am - 11:00am

Case Study: "Brand or Publisher? Walking the Authenticity Tightrope"

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Jennifer Eldin, Digital Innovation & Content Strategy, American Express OPEN

11:00am - 11:15am

Networking Break

11:15am - 11:45am

Spotlights



A: "Social, Local, & Successful: McDonald's #GoodMorningSTL Dynamic Digital Campaign Drives Awareness"

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Natalie Strickler, Sales Director, PointRoll, Inc.

Leslie Bursack, Media Planning Supervisor, H&L Partners

Chris Kilcullen, VP, Digital Director, H&L Partners


Sponsored by:



B: "Connecting the Dots Between Digital Marketing & Offline Results"

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Casey Carey, CMO, Adometry

Sponsored by:



C: "Branded Entertainment & Native Advertising: Delivering Impact Without Sacrificing Scale"

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Rich Sutton, CRO, North America, MailOnline

Cynthia Jensen, SVP Media Operations, Innocean

Sponsored by:

11:45am - 12:00pm

Networking Break

12:00pm - 12:30pm

Spotlights (Repeat)

12:30pm - 1:30pm

Lunch

1:30pm - 2:30pm

Roundtables & Town Hall Discussions: "Native Advertising: Rekindling the Relationship Between Brand & Consumer"

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Justin Choi, President & CEO, Nativo

Bill Pearce, Former CMO, Del Monte Foods, Taco Bell, The Campbell Soup Co., & MBA professor at Berkeley


Brought to you by:

2:30pm - 4:50pm

Extended Networking Break

2:30pm - 4:50pm

Shipping Desk (Brand Marketers Only)

 

Sponsored by:

4:50pm - 6:40pm

 

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

 

Sponsored by:

 

6:40pm - 7:40pm

Cocktail Reception

7:40pm - 9:00pm

Dinner & Featured Speaker



"Connect With Anybody, Anywhere"

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Annie Griffiths, Photographer, National Geographic

Wednesday, September 11th: Departure Day

7:30am - 11:00am

Shipping Desk (Brand Marketers Only)

 

Sponsored by:

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

What are one:one meetings?

one:one is a unique and invaluable by-appointment networking program connecting influential, qualified media buyers with innovative, forward-thinking solution providers.

one:one provides a fantastic opportunity to pre-schedule meetings with the clients and partners that will take your business to the next level. In order to make the most of the one:one program, we recommend registering for this event early to view the attendee list and secure meetings with the most relevant companies.

Many brands publish more content now than a major media property such as Time magazine did 25 years ago. Despite an overwhelming trend toward content marketing and the need to continually feed an ever-increasing portfolio of content channels and formats, most organizations haven't yet addressed content on either a strategic or a tactical level. Who, or what, governs content internally? Responsibilities and oversight tend to be reactive, highly fragmented, and distressingly ad hoc. Fragmented approaches lead to inconsistent messaging, variations in voice, tone, and brand, and an uneven customer experience. In this session, Altimeter Group analyst Rebecca Lieb shares six frameworks from her recent research report, "Organizing for Content," that show how the enterprise can address the content marketing challenge.

In this interview, Nancy Bhagat divulges how Intel is driving change in its marketing. Bhagat discusses the transformations, activities, and organizational feats that have led to the integration of social and paid media, and the role that content plays in this fundamental shift.

Brands are becoming the publishers of tomorrow. Learn how OPEN Forum has built a newsroom that balances authenticity of voice in the small-business space with the needs of the brand.

The Clorox Company creates compelling and relevant social content to connect with consumers, build its brand, and increase product loyalty. But with 15-plus active social brands, scaling social content is a unique challenge for the CPG company. Come hear a case study about how Clorox uses Spredfast to manage publishing and engagement across Facebook, Twitter, YouTube, and Google+ for brands such as Clorox, Kingsford Charcoal, Pine-Sol, Burt's Bees, Soy Vay, Tilex, Brita, Fresh Step cat litter, and Hidden Valley. Find out how each brand in The Clorox Company has activated a team of community managers responsible for content creation and community engagement. Learn best practices to create an editorial calendar, accurately identify top content across multiple audiences using social analytics; and use A/B testing to optimize content in real time.

In traditional marketing, brands and their agencies were responsible for brand communications, and publishers provided the aggregation of, and access to, a brand's target consumers. As brands continue to develop new and direct ways of engaging with consumers in the digital age; and publishing expertise encompassing always-on, engaging storytelling becomes a mandate for modern marketing; there is need of a new model for working together. Using their shared experience in the content space, Kristen Comings, VP, integrated marketing communications at L'Oreal Paris, and Pat Connolly, VP, marketing solutions at Condé Nast, discuss the challenges and opportunities this brave new world presents, and how brands and publishers can work together to deliver quality, agile, and relevant content that measurably drives businesses.

Adobe cares first and foremost about engagement. For this company, it's less about traditional advertising "funnel," as engagement can happen during an interesting conversation or through a few key pieces of compelling content. Adam Kleinberg, CEO of interactive brand agency Traction, and Adobe's Julie A. Smith, head of education marketing and outreach to students, who are Adobe's biggest consumer audience, will dive into case studies and share performance metrics on some of the content-driven campaign work Adobe is doing for the student market and beyond. You'll learn about:
  • Adobe "Real or Fake" -- A content-driven initiative based on a game that Adobe has deployed on a global basis to reach college students.
  • Adobe "Marketing Myths" campaign -- Adobe launched a campaign that was 90-percent online video content to engage one of the world's toughest audiences -- professional marketers!

Senior brand marketers shouldn't miss the pre-summit Marketer-Only Meeting, a candid and intimate town hall working session that gets to the root of major challenges and provides a platform for ongoing peer-to-peer networking. Hosted by Chris Cox, Senior Manager Global Digital Marketing, The Hershey Company and kicking off with a VIP dinner and reception Saturday, September 7, this action-packed day will leave you inspired, energized and ready to tackle the iMedia Brand Summit!

Learn how Target Corporation is telling its brand story online with "a bullseye view" to share behind-the-scenes brand moments, partnerships, and events. The "a bullseye view" content hub is a source for news media, influencers, and guests, as well as other Target social media channels. Find out what makes a great story for Target, how Target develops content that's both planned and nimble, and how this content is shared.

Marketers need to understand how their consumers are engaging with content across all screens so they can most effectively and efficiently reach potential customers with their brand stories. How do consumers engage with content? How can we most effectively use different content types and formats to build on a story and engage with consumers as they move through the funnel? And, how can we begin to understand the best way to ensure we are hitting the right consumer with the right content at the right time? Being able to answer these questions requires not just careful planning and content development strategies, but also thoughtful in-flight and post-campaign analysis.

One of the keys to the success of branded content is ensuring that the right consumers are exposed to the right content at the right time. Companies like Kellogg Company have developed frameworks for evaluating content strategies and measuring the effectiveness of various targeting approaches across different audience segments. When it comes to real-time insights, Kellogg Company has been at the forefront of this measurement trend. Kellogg has relied heavily on in-flight data to optimize campaigns, to evaluate the effectiveness of various content strategies, and to improve targeting efficiency to generate greater overall ROI. Kellogg Company has created frameworks for how to get the most out of digital, and through the implementation of such frameworks has amassed a variety of key lessons about what's working and what's not.

During this presentation, Aaron Fetters, director, insights and analytics solutions center at Kellogg Company, will discuss the Kellogg strategy for content creation and delivery. He'll review the company's approach and share key lessons. Judy Bahary, SVP, marketing solutions, comScore, will discuss how Kellogg is using data to help drive in-flight decision making as well as future campaign planning, and will reveal some case studies showing significant ROI gains from applying these approaches across a variety of Kellogg brands.

As brands around the world move aggressively to create their own proprietary content, it is critical to recognize that the competition is no longer other brands. The competition is the infinite amount of content created by consumers, bands, artists, and rebels who don't need to play by corporate rules. These new competitors can be sexy, outrageous, and even violent in their efforts to steal eyeballs away from your brand's proprietary content. In this presentation, Jeff Rosenblum, founding partner of Questus and director of "The Naked Brand" documentary, examines a video called "Bad Mother F*ck*r," which currently has over 15 million views, to show that the rules of content development are unlike anything corporations have ever faced. He then shows the strategies, tactics, and painstaking steps that winning brands go through to make videos so compelling that consumers ignore the fact that the new competition is a bad mofo.

Learn how McDonalds engaged consumers and generated participation via media-rich digital display advertising with both Twitter and Instagram social tie-ins, and made a mid-campaign dynamic call-to-action optimization that boosted click-through rate by 65 percent. Chris Kilcullen, H&L Partners vice president of digital, and Leslie Bursack, media director, will walk you through how to successfully incorporate social media engagement and geotargeting into digital display advertising. PointRoll sales director Natalie Strickler will share how implementing small, dynamic creative optimizations can make a big difference.

Known for her sensitive nature and ability to bridge the divide that sometimes exists between people of disparate cultures and beliefs, award-winning photographer, author, and speaker Annie Griffiths has been connecting with her subjects for nearly three decades. Journey alongside her as she finds common ground in uncommon places.

With the goal of showcasing the diverse experiences that Alberta, Canada, has to offer, Expedia Media Solutions and Travel Alberta created "Find Your Alberta" -- an interactive social travel series integrating curated blog content, webisodes, and social engagement to explore the destination. Working with a team of hand-selected bloggers to create engaging and unique stories, the campaign launched in June 2013 in conjunction with Expedia's Viewfinder travel blog. Video was chosen as the central medium because it allowed the brands to capture the emotional and visual aspects of travel. In this session, Royce Chwin of Travel Alberta and Noah Tratt of Expedia will present a case study on how the two brands worked together to develop and promote a web series, influenced by both brands' social communities in real time.

Consumers demand that marketers earn trust by engaging consumers on their terms. Consumers want useful, thought-provoking, and actionable content at the right time, in the right context -- on a device they prefer to use. Content is the currency by which marketers can earn consumer trust across all media -- owned, paid, and earned.

This session will describe a case study launching a 360-degree content-marketing program that integrates owned, paid, and earned media to engage consumers, using content as a currency. Content is used in a holistic way that directly supports Schwab's brand objectives.

From content development including articles, videos, assets, etc.; to the creation of compelling channel experiences in web, mobile, print, and other venues; and through content distribution via syndication, display ads, paid search, video, and more; the session will share lessons learned in where to start in terms of understanding consumer journeys to frame the right strategy; and how to operationalize a function across organizational disciplines in the areas of marketing, brand, PR, advertising, and analytics.

Last but not least, the session will provide lessons generated from using a data-driven approach; testing and learning across content, creative, placement, and CTAs to create a content-marketing optimization feedback loop; thus continually improving the return on investment.

This case study highlights how the Dr Pepper Snapple Group brand has undergone a reorganization of its marketing efforts, focusing on being more nimble -- or "atomizing" the brand. With so many channels and screens in digital, you have to create a vast variety of content, and think about breaking the brand into smaller stories and behaviors that ladder up to the core brand idea. So what's the right format for each part of your story: video, mobile, social, etc.? What process do you go through to tell a good story? How do you tell if the story is good? How do you distribute the content? What do you go through to refine your story and atomize your brand?

As the digital landscape continues to shift, marketers need to move away from "campaigning" at consumers and toward having "conversations" with them. In the embracing of a more humanized experience, attention is becoming the new currency measured by dwell time and engagement - not just the quick drive-by of a "like" or a "follow." In what will certainly be a dynamic, energetic and entertaining presentation, get enlightened by a meaningful and insightful look at digital trends, how they are affecting behavior and what's next on the digital journey roadmap.

With all the fervor and investment in text and video content marketing, brands are struggling with one major issue in activating content-driven strategies: how to build an audience for the content at scale. Join Spectrum Brands' eCommerce lead Ryan Koechel and OneSpot CEO Steve Sachs for a guided tour on how one leading consumer brand successfully applied the data intelligence, infrastructure, and exchange- based relationships of online advertising to its video and content marketing efforts -- building a meaningful audience and driving business results.

If you run a digital sales organization, your life if full of surprises - not all of them happy. Accounts go off the rails, sales calls go sideways and pipeline reports increasingly start to look like Holiday wish lists. The simple thread that binds these myriad disappointments and left turns is "the assumption." Sales people make them every day - so do managers - and bad sales assumptions can be deadly. In this highly interactive seller-only breakfast session, Upstream Group CEO and iMedia senior analyst Doug Weaver lays bare the assumptions that undermine deals, derail sales calls, blow up pipelines and ultimately wreck the stability of our businesses. Seating will be limited, so please come early.

Kraft is often cited as a lifestyle brand; creating, sharing, and aggregating content that is useful for its consumers: everything from recipes, tips on entertaining, staying on budget, healthy living, cooking with your kids, and more!

There is a real science behind the art of Kraft's delicious content. In this session, Dana Shank will discuss the opportunities and challenges of real-time content management and distribution; including sponsored native content across web, email, social, and magazine properties.

Video is a powerful medium with which to engage customers; videos that are fresh perform even better. In this insightful case study, Shell created behind-the-scenes documentary films revealing the tears and triumphs of students competing to build energy-efficient vehicles in the world-famous Shell Eco-marathon Americas event. Shell drove exceptional ROI by partnering with Flite and Hearst's digital agency a|muse to stream fresh video content into existing ad placements daily. This case study covers best practices and insights into how to offer a richer brand experience throughout the course of an event-driven campaign.

How do brands create content that works on visual sites like Pinterest and Instagram? How is this different from other social content? Ryan Bonifacino, VP of digital strategy at Alex and Ani will speak to the challenges they encountered and overcame, where their Pinterest presence is now, and the results they have seen from their efforts. Apu Gupta of Curalate will support the brand's insights by revealing how characteristics of images themselves affect engagement on sites like Pinterest and Instagram based on research into more than 10 million social cues, and what brands are missing when they establish a presence on Pinterest, etc.

The digital marketing landscape continues to evolve at a rapid pace, meaning advertising tactics that worked last year or even last month may no longer be effective. In this session, Adometry CMO Casey Carey will discuss how advanced attribution methods helped a major national brand get a true picture of how online marketing efforts are performing, both online and offline.

Key Takeaways
  • Understand how to leverage digital marketing opportunities across platforms.
  • Understand how to use advanced attribution to measure the impact online advertising campaigns have on offline purchases and vice versa.
  • Hear about a real-world example and best practices from a leading national brand using attribution to connect offline customer activity with digital marketing campaigns.

Marketers have long been embedding their brand into content experiences in some ingenious ways, and with a wide range of results. Some are becoming adept publishers in their own right and tapping into the more trusted nature of valuable content vs. advertising copylines. But creating great content is not trivial, nor is building a loyal audience. MailOnline CRO Rich Sutton shares original research, presents case studies, explores how brands are thinking about content marketing in ways that achieve scale, and discusses best practices for measuring paid, owned, and earned media value.

Today's marketer must deliver "effectiveness and efficiency, along with reach and scale," and all at the same time. That might have been a pipedream in yesterday's brand advertising circles, but today new digital advertising tactics and content executions (the art), and smart, purpose-built technology platforms (the science) have come together with the online publishing community to deliver on that promise for innovative marketers. When executed correctly, content marketing and native advertising can be transformative - breaking through the noise, rekindling the relationship between brand and consumer, and reinvigorating the digital marketing landscape.

Roundtables & Town Hall Discussions give iMedia Summit attendees an opportunity to collaborate. We encourage you to come ready to engage with your peers and learn from industry experts who will be looking to learn from you.

In this session, Justin Choi of Nativo will sit down with a brand marketer making strides in content marketing. Nativo is a hot new technology platform that enables automated and scalable native distribution of brand-voiced content across multiple publishers in real-time. These experts will discuss native advertising and branded content: What is it? How can it scale? What should brands know? What are the best practices? And what are some risks and potential pitfalls?

Afterwards, attendees will then tackle the topic in roundtables with peers in attendance, including brand marketers, publishers, and technology service providers. The discussions will spark actions that each participant can implement when you get back to your offices.

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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.