Social Media for Savvy Marketers Event - Session Descriptions


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This event (April 18-19, 2013) will bring together some of the leading B2B and B2C minds in business, digital, social and technology to discuss what’s happening today in social and digital marketing — and what’s coming in the future. Our panels, presentations and keynotes are designed to help brands understand how this change is impacting their business and marketing, and we'll shed light on what they need to know to be ready for what’s next.

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Social Media for Savvy Marketers Event - Session Descriptions

  1. 1. Social Media for Savvy Marketers EventSession DescriptionsApril18-19,2013CeceliaTaylor|@CiscoSocial| Updated: April17,2013
  2. 2. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 2The importance of socializing themselves seemsto be universally understood by companies. Yet therole of leadership in social is only now beginning tobe examined.Being social does many things — it relates tofollowers that leadership understands the digitaland social world we live in and it provides aperceived transparency into the business.It also serves to engage employees and partners— showing an understanding of the role socialchannels play in getting business done.April 18 – 9:00 AMJeanette GibsonSr. DirectorSocial & Digital Marketing – Cisco@jeanetteg
  3. 3. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 3Most marketers will agree that social is animportant, if not necessary, driver of awarenessand customer engagement as well as a robustsource for detailed customer data and insights. Aless understood facet of social relates to thedynamic opportunities that arise whenperformance marketing (SEM & SEO) and socialmarketing converge.Marketers who integrate these two digitaldisciplines can more effectively optimize theircontent, messaging, media placements and overallstrategic approach. These opportunities beg for abetter understanding of the dynamics betweenlinks, search ranking, paid search, socialsharing, content generation and contentdistribution.April 18 – 9:45AMJon WegmanVP, Solution DevelopmentPerformics@jwegman
  4. 4. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 4Lori Schwartz, ModeratorTechnology Catalyst, PrincipalWorld of Schwartz@WorldofSchwartzRobert PietschDirector, Sales-WestTwitter@rjpietschLisa WillettVP, Digital SalesABC@lgw1277Jonah MintonSVP, SalesFullscreen@JonahMatthewIt’s unavoidable — an increasing number ofpeople are on screens of all sizes at all timesof day. And they use those devicesdifferently, motivated byurgency, situation, convenience andentertainment. This means strategies can nolonger be rooted in a single screen, orworse, retrofitted into smaller screenexperiences.Companies must consider the portability andutility of their content first in order to enact a―big idea‖ that can shape-shift or even allow aparticipant to chase new content downdifferent screens.April 18 -10:45 AM
  5. 5. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 5Data and creativity generally seem diametricallyopposed, and while organizations typicallyunderstand the role of data when it comes toarticulating an audience strategy, media plan oruser experience, they may not realize that thereare also huge opportunities for creativeoptimization using testing and data across Web,search, email and social.These technologies help us to understand whattype of creative content and messaging isresonating with people, which allows us to makethe content we produce smarter and ultimatelymore engaging for audiences of all kinds, whethertheyre buying software, soap or services.April 18 – 12:45 PMMatt RozenGroup Manager, Social MediaAdobe@mattyroze
  6. 6. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 6Steve LauMobile Marketing, Cisco@CiscoSocialEric NewmanVP, ProductsDigby@digbymobileTomer CohenProduct Lead, MobileLinkedIn@cohentomerJeff EddingsSr. Director Emerging MarketsTurner Broadcasting@jeffeddingsSara MurphyProducerFood Network@foodnetworkWith our population’s growing reliance ontechnology and access to information, socialmarketing has needed to shift its purposefrom being present to being relevant. Thisreality is only amplified by mobile.The explosion in smartphone ownership haspropelled dozens of newly formedexpectations and behaviors that are closelyaligned with social. And so it was inevitablethat brands would find themselves needing toaddress the confluence of these twomediums.The interconnectivity of social and mobile ispresenting entirely new challenges andopportunities for brands to tackle, fromshowrooming to "information in motion" tobehavioral messaging to SoLoMo.April 18 -1:30 PM
  7. 7. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 7Raghu KakaralaSVP, TechnologyEngauge@interpolateDavid RolloSVP, StrategyBlinQ Media@iRolloTara ArmstrongVP, Analytics & StrategyRealTime Media@realtimemediaLeslie PetryDirector, Product MarketingAggregate Knowledge@akIntelligenceWhen it comes to data, organizations have alot to work with. At our fingertips is a richamount of information – location, preferences,purchase history, email, conversational data,social activity, social chatter and more.Organizations (both B2B and B2C) mustcontinue to own their own data and use thisdata responsibly in their efforts to targetconsumers at the right time with the rightmessage.This is particularly true when you consider theopportunities personalized messagingpresents across all digital mediums (search,social, mobile, etc.).April 18 - 2:45 PM
  8. 8. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 8Perrine V. CramptonCommunity Programs ManagerCitrix@pcramptonTodd WilmsSr. Director, Social MediaSAP@toddwilmsJohn TroyerDirector, Social Media EvangelistVMware@jtroyerDarin WolterEVP, Global SalesMarketwire@dwolterWhile social influence marketing has takenthe B2C world by storm, the B2B space haslingered behind, more encumbered by theneed to budget against measurable results.Yet the reigns are loosening.The reality is that, while behaviors are verydifferent among B2B influencers, theopportunities for amplifying messages anddriving action are just as worth pursuing.This session will explore how B2B marketersshould address a social marketing influenceplan, including identifying andunderstandingkey market segments, the motivationsencouraging influencers to work with brands,the return on investment and settingexpectations..April 18 - 3:45 PM
  9. 9. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 9Over the last few years, people have swiftlydeveloped a set of behaviors and expectations thatalign with their increasing access to technologyand information and their inclination for socialsharing and interaction.That means organizations of all kinds must beginto focus on the role of Social CRM — and theintegration of social collaboration into the customerexperience.This allows you to build brand advocacy, sourceideas and test products, resolve problems, identifyleads and listen and engage.April 19 – 9:00 AMLaSandra BrillSr. ManagerSocial & Digital Marketing – Cisco@LaSandraBrillCharlie Treadwell @CharlieAtCiscoLeslie Lau @LeLau
  10. 10. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 10Drew Olanoff, ModeratorCommunity DirectorTecCrunchBrian WongFounder & CEOKiip@brian_wongMolly KittleVP, Digital StrategyBunchball@molkittleCaroline DangsonProducerBadgeville@cdangsonBill PlattSVP, OperationsEngine Yard@wplattGamification refers to the use of gamemechanics in non-gaming contexts. Thisconcept gained momentum quickly, withcompanies like Get Glue or Foursquarecapitalizing on with the addition ofgamification elements.Soon, other companies and products wereusing the tactics to motivate their audiencesto action and continued engagement. Yet,mysteriously, the conversation aboutgamification seemed to fizzled out as moremainstream businesses struggled to see whatit meant to them.There are, right now, very real opportunitiesfor organizations to incorporate gamemechanics into their marketing strategies.April 19 – 9:45 AM
  11. 11. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 11While we communicators are used to thinking in B2Bor B2C, social media has literally changedeverything... and communicators are changing withthe times. Rather than thinking B2B, how about BCEEto Me to BCEE?Because todays world really involves Businesses,Consumers, and Everyone Else share with ourorganizations, and then our organizations joiningconversations and sharing our best thinking about ourbrands and what we offer.Find out how Kaiser Permanente is using social mediaand becoming its own publisher as it promotes andprotects its brand, and improves how it cares for 9million members nationwide and the communities itserves.This session will have a special focus on how teams atKaiser Permanente have embraced video as a keycontent element in its social media channels - and hasdone it in a cost-efficient way.April 19 – 11:00 AMVince GollaDirector, Digital Media & SyndicationKaiser Permanente@vincegolla
  12. 12. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12Long gone are the days when social was only amarketing practice. Today, social impacts allcorners of an organization — legal, customerservice, finance, client managers, crisismanagement and even product development.There are very real business implications in thissocially connected world, and it means thatcompanies must learn how to drive social into theirbusiness. This requires education, best practicesand policies that many do not already possess..April 19 – 12:45 PMJonathan PerelmanVP, Agency Strategy& Industry DevelopmentBuzzfeed@jperelman
  13. 13. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 13As technology evolves, it begins to bettercomplement the way people inherently think, planand buy — visually. Image-based platformsleverage the human desire to categorize thingsvisually — the desire to see, share, save, and beinspired.This shift impacts consumer audiences largely, butit also has obvious impact on B2B-focused brandsas well — consider infographics, contentredistribution (white papers, e-books), videos(how-tos), event fodder (from conferences andevents), product images, product uses, corporatetransparency, sustainability practices (communityinvolvement) and more.April 19 – 1:30 PMJames GrossCo-FounderPercolate@james_gross
  14. 14. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 14Nicola Smith, ModeratorVP, InnovationEngauge@Nicola_Smith22Allison JohnsonSr. Digital Marketing Mgr.EMC@alohaallijohnJohn EarndhartVP, InnovationCisco@urnhartIzak MutluVP, Info Security (CISO)Salesforce.comWe know various generations do thingsdifferently. Attitudes about brands, use oftechnology, decision-making, comfort withsocial sharing — all of these vary fromgeneration to generation.Studies tell us what many of these differencesare, and we use them to inform decisionsabout how we go to market. Yet nothing quitecompares to hearing it from the horse’s mouth— in a ―battle of the generations.‖April 19 – 2:30 PM
  15. 15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15Time Day One Time Day Two9:00 The Importance of Social Leadership 9:00 Social CRM9:45 The Convergence of Search & Social 9:45 Gamification: What it means today10:30 BREAK 10:45 BREAK10:45 Developing Strategies for Multi-ScreenExperiences11:00 Content Marketing11:45 LUNCH 11:45 LUNCH12:45 The Evolving Role of Data and Creativity 12:45 Driving Social into Business1:30 How Mobile and Social Combine 1:30 Visualize It!2:30 BREAK 2:30 Battle of the Generations2:45 How to Avoid Leakage (Ownership, Transfer,Partners)3:30 Closing Remarks3:45 Social Influence Marketing 4:00 END OF EVENT4:45 Cocktail Hour
  16. 16. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16Attendance is free of charge for all attendees:• Register for Webcast attendance:
  17. 17. Thank you.