Transcript of "6th Annual Social Media Marketing Conference"
Register Today! Call 416-526-4578 or online at www.opendialogueinc.com PRESENTS 6th Social Media Marketing Annual Linking Corporate Values and Consumer Desires February 13 & 14, 2013 | The Old Mill Inn | TorontoThe social media landscape is continuously evolving and it is both the biggest communicationschallenge and opportunity in decades. The way people are engaging has been radically transformedand is having an irreversible effect on advertising and mobile communication. Facebook wasonly established eight years ago and is now an integral part of the life of near 1 billion users.The acquisitions of some of the top social vendors reflect the huge demand among businessesfor social media services. As businesses are just getting past the idea of just ‘being there’ toenhance brand awareness/reputation, greater emphasis is being put on fostering collaboration,dialogue/discussion and strengthening relationships. Marketers are being challenged to decidewhich technologies and products they must leverage, create compelling content that gets shared,optimize interaction with social communities and tie results to sales data. Attend this conferenceto find out how to utilize social tools to listen and respond in real time, build relationships in anauthentic and meaningful way, determine the right mix of traditional and digital media, andcorrelate leads, revenue and other tangible outcomes. Why you should attend:• Learn how to identify and capture new prospects to drive ROI• Understand how to use owned and earned media to amplify paid media• Discover the importance of fostering consumer-to-consumer sharing• Examine how to create integrated and cohesive digital marketing strategies• Hear some best practices for creating powerful influencer programs• Find out how to unite social media messaging with search marketing best practices
Target Market: VPs, Directors and Managers of Marketing , Advertising & Communications | Directors and Managers of Product Development| Chief Marketing Officers | Chief Brand Officers | Directors and Managers of Business Development | Directors and Supervisors of Digital Media |VPs, Directors and Managers of Account Services | VPs, Directors and Managers of Media Buying & Planning | New Media Specialists | InteractiveMedia Managers | Public Relations Professionals | Directors and Managers Social Media Strategy | Consumer Insight & Research Managers | DigitalContent Managers | Brand and Product Managers | Engagement Managers 11:55– 12:55 DAY 1: Wednesday February 13, 2013 Luncheon 12:55 – 1:35 How to Use Social to Amplify Your Marketing Campaigns8:00 – 8:50 Mike Nabasny, Head of Midwest Operations, Wildfire InteractiveRegistration and Continental Breakfast “That’s just the tip of the iceberg.” We’ve all heard the saying. When brands approach social media as a standalone marketing channel, they8:50 – 9:00 limit themselves to just the tip of the social marketing iceberg. RealizingWelcome and Chairperson’s Opening Remarks the power of social media means integrating social across the scope ofPatrick Thoburn, Co-Founder, Matchstick Inc. your brand’s other marketing initiatives. Join Wildfire for a discussion on how to use your brand’s owned and earned media to amplify your paid9:00 – 9:40 KEYNOTE ADDRESS media and inform your overall business strategy for 2013. Learn the stepsAre You Ready for Marketing in a Post-Social World? to take to ensure you’re taking full advantage of the possibilities of social,Ed Lee, Director, Social Media, Tribal DDB Canada regardless of whether you’re a small business or a global brand withThis is the 6th Annual Social Media Marketing conference. Six years ago numerous products and stakeholders.social media was new, shinny and scary for both consumers and marketersalike. But in the last six years it has become something that consumers 1:35 – 2:15expect and rely on, and commonplace on brands’ marketing calendars. It’s Social Scorecard: Measuring the Quality of Social Relationshipsno longer enough to participate within social media, you must be social. Eli Singer, Founder & CEO, EntrinsicWe’ve moved from the social media evolution to a post-social world. What While the industry hasn’t exactly come to a consensus on how to measuredoes this mean for you as a marketer and are you ready? Ed will lay out social ROI, there are some tried and true methods that are unquestionablythe role of/challenges for marketers as we all struggle to adapt to a post- addressing business goals (as opposed to building up to more vaguesocial existence. objectives like “brand awareness”). Eli will discuss his agency’s process for identifying, addressing and optimizing digitally-driven campaigns that9:40 – 10:20 rely on social interaction. He will then show real world examples of thisContext is Everything: Tapping into the Mindset of Today’s Professional process with companies including non-profit, financial and CPG clients,to Build Relationships and Get Results which will demonstrate how social connections and content can driveGary Fearnall, Director of Sales, Marketing Solutions, LinkedIn Canada business.Marketers are now bombarded with options for showcasing their brandonline, and cutting through the noise to reach the right audience is 2:15-2:55more vital than ever. In this session join Gary as he presents a case From Advertising to Advocacy: Why Influencer Marketing Mattersfor understanding the mindset of professionals on social networks and Holly Hamann, VP, Marketing & Co-Founder, BlogFrogillustrates how brands can build relationships and get results by marketing Bloggers and social media content creators are the new influencers, andin a business context. often have larger and more trusted audiences than enterprise brands. Influencer marketing is the idea of partnering brands with bloggers and10:20 – 10:35 other active social media users to create and distribute relevant contentNetworking Break that is targeted towards an audience that cares, and is shared in a way that is authentic and transparent. It involves less shouting and more10:35 – 11:15 CASE STUDY listening. It means less advertising noise and more quality conversationsSocial Scoring: Uncover New Leads and Revenue Opportunities Through about things that matter. When brands partner with fans and influencersSocial who are closer to their target audience than they are, they are taking aMike Lewis, VP of Sales and Marketing and Dave Carter, Chief Technology huge step towards building consumer trust and being part of the socialOfficer, Awareness, Inc. conversations consumers are having long before they ever buy a product.With over 30 billion pieces of content shared on Facebook each month, This session will educate brands on best practices for creating powerfuland Twitter handling 32 billion search queries monthly, marketers are influencer marketing programs that help them shift from ineffectivesalivating at the potential for using social platforms to increase awareness, advertising to earned advocacy.engage prospects and customers, and drum up more sales. Yet, mostmarketers have realized that social networks are essentially databases of 2:55 – 3:10users that remain largely untapped – as we only interact with those who Networking Breakfollow us. In this session, Mike and Dave will share a case study of howmarketers can use the broader social web to identify and capture new 3:10 – 3:50prospects, segment and prioritize social followers, and then target users by Search-Friendly Social Media Campaigns: Optimizing Your Social Mediacustom criteria to drive ROI from social. Communications for Search Francis Skipper, VP of Digital Marketing, 415 Marketing11:15 – 11:55 As search engine algorithms evolve, mobile device capabilities mature,The Impact of Facebook’s Open Graph on Marketers and consumer reliance on technology becomes more prevalent, it hasAndrew Beranbom, VP of Business Development & Co-Founder, Extole become necessary for companies to achieve priority rankings in searchThe way people engage with brands is fundamentally changing. What engine results. If your audience can’t find you online, you might as wellwe’re seeing now, thanks to social, is an outburst of what has always not exist. In this interactive session, Francis will teach attendees howbeen just under the surface: the true power of word of mouth marketing. to integrate their social media and search marketing tactics into oneThis is largely due in part to the potential of Facebook’s Open Graph, thorough and consistent digital communications campaign. By unitingwhich facilitates and reinforces the importance of fostering consumer- these two strategies, a company positions itself in a place of power byto-consumer sharing. In this session, Andrew will provide an overview controlling how, when, and where their key audiences view promotions,of exactly how the Open Graph provides opportunities for marketers, blog posts, social media and other content, and ultimately how their brandhighlighting elements such as third-party action, structured stories is perceived. Attendees will walk away with an understanding of how toand object integration. He will illustrate his points with real-life brand optimize social media profiles for search, unite social media messagingexamples and further discuss the importance of integrating Open Graph with search marketing best practices, and leverage free and paid tools toopportunities on a brand’s website and other marketing initiatives. monitor and measure success.
3:50 – 4:30 CASE STUDY 11:15 – 11:55Street Art + Street Food + Twitter: The La Carnita Social Phenomenon Digital Teens: The Drivers of Digital BehaviorSteve Miller, VP, Creative Director, OneMethod Inc. Digital + Design Nick Black, VP, Strategic Insight, Concerto Marketing GroupThere are two unknowns when opening a restaurant: are people going If you want to connect with digital teens, you need to understandto like the food, and is there going to be any people? We found a way to the motivations behind their digital behavior. That’s the topic of thismake those unknowns, known. La Carnita was at first a simple test to see presentation and the focus of a new online study conducted by Concertowhether or not there was an appetite for tacos in Toronto. OneMethod’s Marketing Group with 1,905 digital teens. Highly connected (79% haveDesign Director was an at-home chef and had a passion for cooking. their own computer, 51% have their own Smartphone) but selectivelyOneMethod had a passion for design and social marketing. In just five engaged (63% have never used Twitter, 85% have never used Pinterest), thismonths, we created a brand that made the Globe & Mail’s Top 10 Small presentation goes beyond likes and tweets, using psychology to explore theBusinesses of 2011 and trended on Twitter at every pop-up. This pop-up- drivers of online behavior and will provide some fascinating insights on howturned-restaurant now boasts 5,000+ Twitter followers and a two-hour brands can engage with digital teens.wait every night. Learn how we did it. 11:55 – 12:554:30 – 4:40 LuncheonChairperson’s Wrap-Up 12:55 – 1:35 Content + Social: It’s What’s Inside That Counts Baron Manett, SVP, Ariad Communications DAY 2: Thursday February 14, 2013 Content and connections are best enabled through a strong sense of understanding of where your audiences are progressing in terms of their customer journey. Content informs each segment of the customer journey8:00 – 8:50 and is a key consideration in planning for sales and social interactions. ThisContinental Breakfast presentation will serve as a guide in understanding the act of planning your customer journey and how to best plan for engaged interaction and future8:50 – 9:00 successes. This session will enable your teams to holistically plan marketingChairperson’s Opening Remarks connection opportunities and understand the integration and role thatMatthew Stradiotto, Co-Founder, Matchstick Inc. social plays in relating, engaging and propagating the conversation.9:00 – 9:40 KEYNOTE ADDRESS 1:35 – 2:15Embrace Converged Media: Key Strategies to Integrate Paid, Owned & Conversion Optimization for Lead-Gen PathsEarned Media into One Model Jeremy Leonard, SVP, Strategy and Operations, MediaWhizRuth Bastedo, Director, Business Development, Social Media Group There are many paths to successful lead-gen, but the most successfulCompanies have been grappling with the integration of “digital” into practices remain elusive for many companies. This session will explore how“traditional” for a good 10 years now, with mixed success. It has never digital marketers working on social media campaigns can generate efficientbeen so critical for marketing leaders to start getting this right. In this and cost-effective conversions with an eye toward quality and sustainability.session, Ruth will talk about some of the tangible barriers and challenges Through case studies, you will gain insight into the best methods for usingthat many senior marketers are still facing when building out integrated and social media to convert abandoned consumers, and how to leveragecohesive digital marketing strategies. As social media forces a converged the growing consumer dependence on mobile by tuning your path-to-digital customer experience onto the consumer, companies are being forced conversion for device-specific visitors.to catch up behind the scenes, to re-align resources, agencies, silos andstrategies to create new workflows and holistic marketing strategies that are 2:15 – 2:30aligned to all customer touchpoints. Ruth will explore new research, some Networking Breakexciting new models from companies who are seriously tackling convergedmedia, and look at three highly tactical strategic planning tools that will 2:30 – 3:10 PANEL DISCUSSIONsupport marketing leaders in their efforts to embrace a converged media Brand-Influencer Co-Creationmodel of marketing. Moderated by Patrick Thoburn, Co-Founder, Matchstick Inc. The new convergence of paid, earned and owned media requires brands to9:40 – 10:20 produce content that’s shareable across digital marketing channels. BrandsUsing Social Media as a True CRM Tool once worked with online Influencers toward the goal of earned media only.Paul Cowan, VP, Global Business Director, Syncapse Today, brands and Influencers partner to create content for distribution inThe rapid adoption of social media in the enterprise has created many social media, on the brand’s owned properties, and even in advertising.different definitions and ideas of what Social CRM is. In this presentation, We’ll look at case studies and discuss best practices with a panel ofPaul will dispel some of the myths about what Social CRM is, is not, and experienced collaborators in the art of Brand-Influencer Co-Creation.more importantly, how it can be utilized within your organization todrive business results. He will explain how to engage with customers in 3:10 – 3:50meaningful ways, capture customer data, drive revenue and build brand Engineer One-of-a-Kind Social Campaigns with Trigger-Based Publishingreputation. Bruce Runions, Sr. Sales Director of Global Accounts, Shoutlet Social media managers and marketers are always on the lookout for how10:20 – 10:35 to make content more relevant and engaging for their company’s socialNetworking Break connections. They’re also trying to make their social media efforts as streamlined as possible. Bruce will discuss how brands can provide a way10:35 – 11:15 to build unique, automated social campaigns while freeing up time for theBuilding Your Brand One Frame at a Time: Secrets to an Engaging Video team to engage in real time. In addition, he will also discuss the question:Marketing Strategy on YouTube how do you optimize social to communicate and engage with consumers inKent Lewis, President & Founder, Anvil Media, Inc. their channel/touchpoint of choice, while at the same time optimizing theOn YouTube, 60 hours of video are uploaded every minute and 4 billion effectiveness of your overall marketing?videos are viewed daily. According to the Cisco, global Internet videotraffic will be 54 percent of all consumer Internet traffic in 2016, up from 3:-50 – 4:0051 percent in 2011. According to eMarketer, U.S. online video advertising Chairperson’s Closing Remarksspending will reach $7.11 billion in 2015. Video is not only an idealstorytelling medium, it also aids significantly in brand recall. Kent willoutline best practices for video marketing, optimization and measurementon YouTube. In this session, you will learn how to create a compellingYouTube channel and content strategy that connects with constituents. Register Today! Call 416-526-4578 or online at www.opendialogueinc.com
6th Annual Social Media Marketing Linking Corporate Values and Consumer Desires February 13 & 14, 2013 | The Old Mill Inn | TorontoPhone: 416.526.4578 Refund Policy:Fax: 416.755.0029 Cancellations received in writing before January 30, 2013 will beMail: OpenDialogue Inc. issued a full credit note to be applied to another event within 1 First Canadian Place, Suite 350 one calendar year. Toronto, ON M5X 1C1Email: email@example.com A $250 administration fee will be applied to cancellationsWeb: www.opendialogueinc.com received in writing from January 30 to February 6, 2013. The balance will be issued in a credit note to be applied to anotherConference Location: event within one calendar year. No refund or credit note willThe Old Mill Inn - 21 Old Mill Road, Toronto, ON be issued on cancellations received after February 6, 2013.Tel: 416.236.2641 - www.oldmilltoronto.com Delegate substitution is permitted for both registrations and credit notes.To secure reduced room rates visit:www.reservations.oldmilltoronto.com OpenDialogue Inc. reserves the right to change the programGo to Special Accounts and enter OPEN for Corporate Code and date, meeting place, and content and assume no liability forOPEN09 for Pin. Please note codes are case sensitive. Fees do not the changes. If for any reason whatsoever the conference isinclude hotel accommodations. cancelled, the liability of OpenDialogue Inc. shall be limited to reimbursement of the conference fees. Notice will be suppliedTeam Discount: For a team of three or more registering from the in the event of such changes.same company at the same time, take $200 off each delegate’sregistration fee. Payment is due prior to the conference and includes breakfasts, lunches, refreshments, an electronic copy of presentations asNot-For-Profit Rate: Save 25% off the posted rates well as all meeting materials available during the conference.* To qualify for the Early Bird Rate, payment in full must bereceived by the deadline specified. REGISTRATION FORM Early Bird Rate A*: $1099 + HST OpenDialogue Inc. Register and pay by December 3, 2012 – SAVE $500! 1 First Canadian Place Suite 350 Early Bird Rate B*: $1399 + HST Toronto, ON M5X 1C1 Register and pay by January 14, 2013 – SAVE $200! Conference: $1599 + HST Product Code: * Upon registering, please provide the product code above Delegate Name Title Organization Address City Prov Postal Code Phone Fax Email Cheque enclosed for $ (payable to OpenDialogue Inc.) HST Reg. # 859495483 VISA MC AMEX Card No. Expiry Date Name of Cardholder Signature