Michael Slaby, EVP, Global Practice, Edelman Digital
A keynote conversation with Stuart MacDonald. Michael Slaby will focus on how the public relations industry is embracing and using social media to effectively meet the needs of clients around the world. With valuable real-world experience gained as a technology and new media advisor to Barack Obama, Michael will provide insight into social media from strategic and tactical standpoint.
As one of the creative forces behind Common Craft (along with his wife and business partner, Sachi), Lee LeFever has worked with some of the world’s leading brands such as Google and Microsoft to create videos that clearly and quickly articulate to consumers what products and services do and why they matter. In this interactive presentation, Lee will talk about the democratization of media creation and distribution – the impact of high bandwidth, inexpensive hardware, easy-to-use software and social media distribution. He will provide insight into the role that explanation and education will play in the future of media, and how there will be more multimedia opportunities to engage and inspire with educational content versus traditional ad copy.
With more than 500 million active users, Facebook is a dominant and global force. But how do companies and marketers effectively take advantage of a service that many people mostly use to stay in touch with friends and family? And what can companies do with their Facebook Pages beyond simply posting status updates and links? In this workshop, Janice Diner, a digital marketer and strategist, will offer insight and tips into some of the many ways that companies can leverage Facebook to support their marketing activities. Janice will also provide examples of companies that are thriving on Facebook, and explain the secrets to their success.
One of the “killer apps” of social media has been customer service because it has allowed companies to engage with customers in real-time, and resolve issues before they become major problems. But how is social media changing the way that companies deal with customers? How is the quality of the experience evolving, and what are some of the things companies need to consider when trying to provide personalized service in a digital world? This panel will explore some of the key lessons that companies have learned, the tools that can help companies understand their customers and meet their needs, and the ROI of using social media to provide customer service.
Consumers are disclosing increasing amounts of information about themselves on the Web and, in the process, providing companies with extensive amounts of data that can be mined to deliver targeted marketing, advertising and content. With marketers having so much consumer data at their disposal, it has raised some major questions about how this data can and is being used and the role that privacy should play. This panel will explore whether marketers should exploit this personal data, and whether consumers should be rewarded for disclosing their information. It also focus on privacy, and whether this is an issue for consumers who are voluntarily disclosing information online.
Even as the Web has emerged as a dominant platform, content is still king, and it continues to play a key role in how companies tell their stories to different people using a variety of online and off-line vehicles, as well as different devices. The challenge facing many companies is how to effectively tell stories in different places in ways that resonate with target audiences. How do companies develop marketing and advertising campaigns that have broad appeal? This panel will provide insight into success cross-platform campaigns, and look at some of the key lessons that have been learned.
In many respects, it is still early days for social media marketing as many companies are still getting their heads about the opportunities and challenges. Some companies, however, have embraced social media, and been successful in building their brands and driving sales. So, what’s worked for these companies? What have they done that has captured the attention of consumers? What are some of techniques and tools that have been effective, and what hasn’t worked as expected? Featuring companies that are succeeded at social media marketing, this panel will explore these issues and provide insight into the lessons they have learned along the way.
Location-based marketing has been talked about for years as a way to connect consumers to services and products at the right place and the right time. With the emergence of high-speed wireless networks and smartphones, some of the key elements are now in place to realize the potential of location-based marketing. What are the benefits for marketers? What are the benefits for consumers? And what should companies be doing to leverage the technology so it can be used to influence consumer behavior? This panel looks at the challenges and downsides to geo-location marketing, as well as case studies of companies that have successfully used geo-location to provide customized, personalized or targeted campaigns.
Watching television used to be a simple exercise: grab remote, sit on couch, select channel, and watch TV. For content programmers, it was simply a matter of creating shows and then have them broadcast. Today, television is a completely new experience as it is going increasingly“social”. Watching TV is now a connected experience shared with family, friends and communities. While the couch potato hasn’t gone extinct yet, more consumers want to participate and engage with the shows they watch. What impact will this have on the television market and marketers that have been using the same advertising model for the past 60 years? What are the key trends in social TV, and what are the opportunities and challenges that it offers as a delivery and consumption medium?
Social media measurement is becoming more important as companies try to get more insight and information about how their social media activities are resonating with consumers. Chris Abraham will provide real-world insight into how to effectively use these tools is gaining traction as companies look for ways to engage, have conversations and build relationships, while getting a handle on the return on investment.
Developed by TBWA/Chiat/Day out of Los Angeles, this campaign took a major step forward by discovering innovative ways to connect with people and communities. The “Refresh Project” allows Pepsi to invest in communities by sponsoring grassroot causes with grants totaling $1.2 million dollars – and what was so cool about it? People were able to tell the brand where to spend the money. What did this do for Pepsi as a brand? What were the program objectives? What did it do for sales? What were some of the key insights Pepsi can share about what worked and what didn’t? This session will sum up the the campaign, and help you understand why it’s such a genius initiative. Come with questions for Nathania, and be ready to listen to a story that rocked our industry’s world.
The Future of Marketing is Gamification || WORKSHOP
SPEAKER: Gabe Zichermann, author of “Game-Based Marketing,” entrepreneur and CEO of Gamification.co @gzicherm
Gamification is fundamentally rewriting the rules of engagement for consumer marketing. From Foursquare to Farmville and from Nike to the Navy, game mechanics like points, badges, levels, challenges, rewards and leaderboards are being used in ever greater numbers. But what does this mean for “traditional” marketing and how do you leverage this trend in your brand and engagement strategies? Moreover, how do we measure success, and how does the new discipline of “analytical marketing” help you be competitive in this new era? Find out more in this in-depth interview with Gamification Expert, Gabe Zichermann – author of “Game-Based Marketing” and Gamification.co, and Chair of the Gamification Summit.
Schedule & Sessions
PRELIMINARYSCHEDULE
A workshop by Janice Diner, Horizon Studio
in Room 200A+B
What This Means to Marketers
A panel discussion with Michael Ho, Bering Media, Noah Lang, Reputation Defender and Colin McKay, Office of the Privacy Commissioner of Canada
in Room 201B+C
A workshop by Gabe Zichermann, CEO, Gamification.co
in Room 200A+B
Great Transmedia Storytelling
A workshop by James Milward, Secret Location & Ivan Askwith, Big Spaceship
in Room 200C
Customer Service<
A workshop with Thomas Knoll, Zappos
in Room 201B+C
A panel discussion with Rebecca Nilsen, Live Hive Systems, Francois Bedard, Plan B Development Inc. & Jonathan Savage, Score Media Inc.
in Room 200C
A panel discussion with Elizabeth Margles, Porter Airlines, Ramon De Leon, Dominos Pizza & Graeme Menzies, (formerly) Vancouver Olympic Committee and MenziesOnline Communications
in Room 200A+B
in Room 201B+C
The Digitization of Retail-Location based Marketing
A panel discussion with Chris Nguyen, TeamSave.com and Marla Erwin, Whole Foods
in Room 201B+C
7:00 PM
SESSIONDESCRIPTIONS
A Keynote Conversation with
Michael Slaby, EVP, Global Practice, Edelman Digital
A keynote conversation with Stuart MacDonald. Michael Slaby will focus on how the public relations industry is embracing and using social media to effectively meet the needs of clients around the world. With valuable real-world experience gained as a technology and new media advisor to Barack Obama, Michael will provide insight into social media from strategic and tactical standpoint.
Return to Schedule
A Keynote Conversation with
Lee LeFever, Common Craft @leelefever
As one of the creative forces behind Common Craft (along with his wife and business partner, Sachi), Lee LeFever has worked with some of the world’s leading brands such as Google and Microsoft to create videos that clearly and quickly articulate to consumers what products and services do and why they matter. In this interactive presentation, Lee will talk about the democratization of media creation and distribution – the impact of high bandwidth, inexpensive hardware, easy-to-use software and social media distribution. He will provide insight into the role that explanation and education will play in the future of media, and how there will be more multimedia opportunities to engage and inspire with educational content versus traditional ad copy.
Return to Schedule
Facebook beyond the Wall || WORKSHOP
SPEAKER: Janice Diner, Principal, Horizon Studios @janicediner
With more than 500 million active users, Facebook is a dominant and global force. But how do companies and marketers effectively take advantage of a service that many people mostly use to stay in touch with friends and family? And what can companies do with their Facebook Pages beyond simply posting status updates and links? In this workshop, Janice Diner, a digital marketer and strategist, will offer insight and tips into some of the many ways that companies can leverage Facebook to support their marketing activities. Janice will also provide examples of companies that are thriving on Facebook, and explain the secrets to their success.
Return to Schedule
The ROI of Social Media Customer Service || WORKSHOP
SPEAKERS: Thomas Knoll, Zappos @thomasknoll
One of the “killer apps” of social media has been customer service because it has allowed companies to engage with customers in real-time, and resolve issues before they become major problems. But how is social media changing the way that companies deal with customers? How is the quality of the experience evolving, and what are some of the things companies need to consider when trying to provide personalized service in a digital world? This panel will explore some of the key lessons that companies have learned, the tools that can help companies understand their customers and meet their needs, and the ROI of using social media to provide customer service.
Return to Schedule
Online Privacy & What This Means to Marketers || PANEL DISCUSSION
SPEAKERS: Michael Ho, Bering Media, Noah Lang, Reputation Defender and
Colin McKay, Office of the Privacy Commissioner of Canada @canuckflack @privacyprivee
Consumers are disclosing increasing amounts of information about themselves on the Web and, in the process, providing companies with extensive amounts of data that can be mined to deliver targeted marketing, advertising and content. With marketers having so much consumer data at their disposal, it has raised some major questions about how this data can and is being used and the role that privacy should play. This panel will explore whether marketers should exploit this personal data, and whether consumers should be rewarded for disclosing their information. It also focus on privacy, and whether this is an issue for consumers who are voluntarily disclosing information online.
Return to Schedule
Five Key Insights to Great Transmedia Storytelling || WORKSHOP
SPEAKERS: James Milward, President, Secret Location @secretlocation
and Ivan Askwith, Director of Strategy, Big Spaceship @ivanovitch
Even as the Web has emerged as a dominant platform, content is still king, and it continues to play a key role in how companies tell their stories to different people using a variety of online and off-line vehicles, as well as different devices. The challenge facing many companies is how to effectively tell stories in different places in ways that resonate with target audiences. How do companies develop marketing and advertising campaigns that have broad appeal? This panel will provide insight into success cross-platform campaigns, and look at some of the key lessons that have been learned.
Return to Schedule
Top Brands in Social Media and the Lessons They’ve Learned || PANEL DISCUSSION
SPEAKERS: Elizabeth Margles, Porter Airlines
Ramon De Leon, Dominos Pizza @Ramon_DeLeon and
Graeme Menzies, Former Social Media Director, Vancouver Olympic Committee and President, MenziesOnline Communications @graememenzies
In many respects, it is still early days for social media marketing as many companies are still getting their heads about the opportunities and challenges. Some companies, however, have embraced social media, and been successful in building their brands and driving sales. So, what’s worked for these companies? What have they done that has captured the attention of consumers? What are some of techniques and tools that have been effective, and what hasn’t worked as expected? Featuring companies that are succeeded at social media marketing, this panel will explore these issues and provide insight into the lessons they have learned along the way.
Return to Schedule
You Are Here. The Digitization of Retail- Location based Marketing || PANEL DISCUSSION
SPEAKERS: Chris Nguyen, TeamSave.com and
Marla Erwin, Whole Foods Market @marlaerwin, @wholefoods
Location-based marketing has been talked about for years as a way to connect consumers to services and products at the right place and the right time. With the emergence of high-speed wireless networks and smartphones, some of the key elements are now in place to realize the potential of location-based marketing. What are the benefits for marketers? What are the benefits for consumers? And what should companies be doing to leverage the technology so it can be used to influence consumer behavior? This panel looks at the challenges and downsides to geo-location marketing, as well as case studies of companies that have successfully used geo-location to provide customized, personalized or targeted campaigns.
Return to Schedule
The Emerging Social TV || PANEL DISCUSSION
SPEAKERS: Rebecca Nilsen, Live Hive Systems,
Francois Bedard, Plan B Development Inc. @francoisbedard
and Jonathan Savage, Score Media Inc. @savagetweets
Watching television used to be a simple exercise: grab remote, sit on couch, select channel, and watch TV. For content programmers, it was simply a matter of creating shows and then have them broadcast. Today, television is a completely new experience as it is going increasingly“social”. Watching TV is now a connected experience shared with family, friends and communities. While the couch potato hasn’t gone extinct yet, more consumers want to participate and engage with the shows they watch. What impact will this have on the television market and marketers that have been using the same advertising model for the past 60 years? What are the key trends in social TV, and what are the opportunities and challenges that it offers as a delivery and consumption medium?
Return to Schedule
Social Media Measurement Master Class || WORKSHOP
SPEAKER: Chris Abraham, Abraham Harrison LLC @chrisabraham
Social media measurement is becoming more important as companies try to get more insight and information about how their social media activities are resonating with consumers. Chris Abraham will provide real-world insight into how to effectively use these tools is gaining traction as companies look for ways to engage, have conversations and build relationships, while getting a handle on the return on investment.
Return to Schedule
Case Study Review || Pepsi Refresh Everything Campaign
SPEAKER: Nathania Dashner, Marketing Manager, Pepsi Canada
Developed by TBWA/Chiat/Day out of Los Angeles, this campaign took a major step forward by discovering innovative ways to connect with people and communities. The “Refresh Project” allows Pepsi to invest in communities by sponsoring grassroot causes with grants totaling $1.2 million dollars – and what was so cool about it? People were able to tell the brand where to spend the money. What did this do for Pepsi as a brand? What were the program objectives? What did it do for sales? What were some of the key insights Pepsi can share about what worked and what didn’t? This session will sum up the the campaign, and help you understand why it’s such a genius initiative. Come with questions for Nathania, and be ready to listen to a story that rocked our industry’s world.
Return to Schedule
The Future of Marketing is Gamification || WORKSHOP
SPEAKER: Gabe Zichermann, author of “Game-Based Marketing,” entrepreneur and CEO of Gamification.co @gzicherm
Gamification is fundamentally rewriting the rules of engagement for consumer marketing. From Foursquare to Farmville and from Nike to the Navy, game mechanics like points, badges, levels, challenges, rewards and leaderboards are being used in ever greater numbers. But what does this mean for “traditional” marketing and how do you leverage this trend in your brand and engagement strategies? Moreover, how do we measure success, and how does the new discipline of “analytical marketing” help you be competitive in this new era? Find out more in this in-depth interview with Gamification Expert, Gabe Zichermann – author of “Game-Based Marketing” and Gamification.co, and Chair of the Gamification Summit.
Return to Schedule