Curriculum

    WOMM-U has been redesigned to help marketing professionals advance their education around word of mouth marketing and social media, as well as build a community of colleagues to call upon as a lifetime resource. Offering a unique blend of classroom instruction and real world application, attendees will be prepared to handle anything that comes their way in the ever-changing marketing landscape.


     Agenda


    Monday - May 20

    1:00 pm - 1:15 pm

    Welcome Address

    1:15 pm - 2:15 pm

    Welcome Address - Creating Contagious Content
    Jonah Berger, Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania

    Why do certain products and ideas catch on and become popular while others fail? This talk will cover Wharton School Professor Jonah Berger’s  new book, Contagious: Why Things Catch On, which reveals the secret science behind word of mouth and social transmission. Discover how six basic principles drive all sorts of things to become popular. If you've ever wondered why certain stories get shared, brands get more word of mouth, or videos go viral, this talk explains why, and shows how to leverage these ideas to craft contagious content.

    2:45 pm - 3:45 pm

    Recipe for the "Secret Sauce" in Creating Contagious Content
    Amanda Farrell, VP of Sales, Unruly Media

    Content doesn't go "viral" by accident -- there are a set number of emotional triggers and sharing motivators that when used in different combinations move viewers to share the video. Unruly has developed a tool that predicts the shareability of video content; and they're sharing the secret sauce. Learn which emotional triggers to hit, which to stay away from, and why people share content.

    Join Unruly for an interactive session that shows viewers videos, discusses shared-rates, and then shares the science behind the sharing. They'll cover two years of research spent looking into the DNA of a social video hit. Students will find out what made Evian's Roller Babies such a runaway success, why Old Spice's The Man Your Man Could Smell Like campaign enjoyed the sweet smell of success, and why the Force was strong with VW's video campaigns.

    2:45 pm - 3:45 pm

    A Clear Look at Innovative B2B Social Strategies
    Mauricio Godoy, Account Director, Social@Ogilvy

    The biggest barrier to adoption of social media is a lack of clarity. This session will clarify what role social media plays in the world of B2B. While customer service is paramount in the B2C world, responsiveness, thought leadership, and a well-established presence work well for B2B too.

    What is each platform used for in B2B?
    - Google+ - Classes, Office Hours
    - LinkedIn - Thought leadership, Empowerment, Crowd sourcing
    - Facebook - Constant Presence, Personal connection with your brand
    - Twitter - Rapid Customer Service, Establishing a large presence on a key topic i.e. Reaching SMB audience constantly to outshine competitors.

    2:45 pm- 3:45 pm

    Confessions of a Community Advocate or Stuff Community Managers Say (and Hear)
    Marilyn Pratt, Director Community Advocacy, SAP Community Network, SAP Labs

    Marilyn Pratt has been the community advocate and community manager of the SAP Community Network for the past 10 years.  Leading, nurturing and empowering developers, business process experts and enterprise software professionals in an environment that is scrutinized by millions of eyeballs year over year.  Creating the balance between vendor-speak and community-driven knowledge share is a daily challenge.

    Hear how SAP helps generate passionate participants by becoming ardent advocates of their voices. Practicing empathy to derive insights for novel, innovative and marketable solutions is our mission.

    2:45 pm - 3:45 pm

    Social Commerce: The Valuable Intersection of Brands, Retailers, and Shoppers
    Jesse Spencer, Director of Social Media, The Integer Group

    Nowadays, small local grocery stores with greeters who know you by name and know the brands you prefer and can tell you what's on sale are hard to find. That small town feel where you have personal connections with the store you frequent is no longer common. However, retailers and brands have the opportunity to use their digital ecosystem and more specifically their social channels to find that valuable link between their shoppers, the brands their shoppers want and a personal connection. This session will expand upon this opportunity showing best in class examples of retailers making that 1:1 relationship with their consumers using digital tools; brands using social media to create a relationship with consumers, thereby turning loyalists into evangelists, and shoppers who have turned their expectations from greetings at the front of the store, to being connected with all touch-points of their shopper journey.

    2:45 pm - 3:45 pm

    Achievement Unlocked: How SEGA Leverages Loyalty with Gamers
    Kellie Parker, Sr Community Manager, SEGA

    Gamers are some of the most passionate fans out there. SEGA is one of the biggest brands in gaming, and gamers have an incredible amount of love and nostalgia around the brand itself and our franchises. Learn how SEGA creates loyalty for the brand and franchises among its fans without a formal loyalty program -- and how SEGA creates loyalty toward fans among its employees.

    3:45 pm - 4:00 pm Networking Break

    4:00 pm - 5:00 pm

    "Big Boss Battle" aka How to Talk To Your Boss About WOMM
    Ted Wright, CEO, Fizz
    Bobby Mercado, Director of Business Development, Fizz 

    So you've decided that WOMM would be ideal to help you reach your brand goals. Now you have to talk to/convince your boss of the righteousness of your cause. Join WOMM pioneer Ted Wright as he takes you through the slides, data, and logic of WOMM in the exact same way he presents to bosses, boards, and brand managers around the world. Students will have full access to Ted's slides and have a chance to meet with him one-on-one throughout WOMM-U to ask his advice on how to tweak your WOMM presentation to fit your specific circumstances. 

    4:00 pm- 5:00 pm

    Creating Visual Content that Turns Likes into Love
    Mona Hamouly, Director of Social Media Communications at American Express
    Josh Rosenberg, SVP/ Director of FirstWord Digital at M Booth

    How do you turn social likes into social love? Every day, American Express is finding unique ways to engage with its Card members and prospects through social media. A key pillar of the brand's social strategy is to create authentic visual content that tells the 163 year old brand's story and drives engagement and advocacy. Since activating its visual storytelling approach, Amex has harnessed the power of compelling visuals to build an emotion connection with its audience and drive record engagement

    4:00 pm - 5:00 pm

    Leveraging Consumer Content to Drive Engagement and Scale
    Dean Suarez-Starfeldt, SVP Strategic Planning, Biggs-Gilmore
    Matt Jordan, Senior Strategic Planner, Biggs-Gilmore

    After positioning Rice Krispies as a recipe brand for several years, moms' perception of Rice Krispies cereal began to shift. They believed that the cereal itself was sugary and sweet like Rice Krispies Treats, and not a simple, wholesome breakfast option. To change this perception, Kellog's wanted to remind moms of the simple goodness of Rice Krispies, and show them that the only cereal that talks can bring all kinds of fun moments to the breakfast table.

    The Rice Krispies Snap, Crackle Pop campaign is a darling among social media case studies within the Kellogg's organization and is often cited as THE brand to watch at Kellogg's for its ongoing activation of highly impactful social strategies and scrappy approach to connecting with Millennial moms in a climate of conservative spending. In this session, students will learn how Kellog's engaged with moms on Facebook and kept them engaged week after week. This session will provide students with lessons in community management, content management, and creating an integrated marketing experience.

    4:00 pm - 5:00 pm

    OTC and Influencer Activation: How Pfizer Leverages Social Advocacy Across Brand Portfolio
    Susan Frech, CEO, Social Media Link
    Jim Sears, Associate Product Manager, Pfizer Consumer Healthcare

    Understanding that social media doesn't "turn off," Pfizer executes influencer programs involving close to 25,000 consumers across multiple targets for many months of engagement with their Children's Advil®, Advil® Congestion Relief, EmergenC® and Centrum® brands. Pfizer's multi-brand programs aim to not only generate conversations, but also to arm consumers with the education to make the right choices for themselves and their household, and ultimately influence purchase consideration among the thousands of circles of friends that the Smiley Community touches. Discover their process for providing relevant experiences and fostering conversation, while meeting regulatory and legal requirements and maintaining the all-important "sense of control."

    4:00 pm- 5:00 pm

    Native Advertising: Tactics to Integrate Your Content into an Authentic User Experience.
    Rustin Banks, Co-founder & CEO, TapInfluence

    Whether you are managing a digital marketing strategy for an agency or corporate marketing team, you are always looking for new ways to insert your brand into online content in an authentic way. Students will learn how to create compelling content that reaches consumers and elevates the perception of the brand with native advertising techniques including sponsored conversations, influencer marketing, and promoted content.

    5:30 pm - 7:30 pm

    Welcome Reception
    sponsored by:


    Tuesday - May 21

    7:00 am - 8:00 am

    Yoga

    No school is complete without gym class and we’re bringing you the workout you always wanted without the creepy instructor. Join us for sun salutations and downward dog to get your day started on the right note. Yoga mats to be provided, students must arrive 15 minutes prior to class to sign a waiver.

    7:30 am - 8:30 am

    Brands Only Breakfast

    9:00 am - 10:00 am

    General Session - Playing Together: Facebook, Google+ Local, & YouTube Panel Discussion
    Narni Yoder, Account Solutions for Head of Retail, Google/YouTube
    Brad Auerbach, Director of Marketing Solutions, Facebook
    Amy Korin, Regional Community Manager, Google+ Local

    Long gone are the days of teaching people how to navigate around the internet.  These days, users are smart, savvy, and adapt quickly to new platforms – which makes communicating a strong and unique message tough…until now.  Learn how to best reach a targeted audience on key platforms from the experts themselves!

    Listen as Facebook, Google+ Local, and YouTube speak about how to best optimize each platform for your brand! Moderated panel with Q&A to follow immediately.

    10:00 am - 10:15 am Break

    10:15 am - 11:45 am

    Build Your Social Strategy in 30 mins
    Frank Emanuele, Account Manager, Likeable Media
    Cara Friedman, Account Director, Likeable Media

    This session is an interactive workshop focused on building your brand's social media strategy. Through a variety of brainstorming sessions, practicums, and activities, you will walk away with an actionable plan for your brand's social media complete with KPIs, voice strategy, crisis management, response guidelines, and more. Each participant will create a personalized social strategy for their brand. Will be led by Likeable Media employees Cara Friedman, Account Director, and Frank Emanuele, Account Manager.

    10:15 am - 11:45 am

    How to Build a Loyal Customer Base Like Lady Gaga
    Jackie Huba, Author

    Jackie Huba unpacks the method behind Lady Gaga's success and isolates the seven strategies businesses can learn from her in her upcoming book, Monster Loyalty: How Lady Gaga Turn Followers into Fanatics. They include:

    • Focus on your ""one percenters."" Gaga spends most of her effort on just 1% of her audience, the highly-engaged superfans who drive word of mouth.
    • Lead with values. Gaga is consistent in her message of being yourself and loving others for who they are. That display of values creates a deep emotional connection.
    • Give them something to talk about. Whether by wearing a meat dress or 'dying' in a pool of blood onstage, she knows what will get people talking.

    Students in this workshop will work on applying the lessons to their own business and discuss with other students in small groups how to do this.

    10:15 am - 11:45 am

    Storytelling: The Next Wave of Engagement
    Mark Williams, Director Social Strategy and Content Programming, LiveWorld

    Social Media is evolving and storytelling is going to be the next great tool to engage customers. Most of today's content strategies involve publishing hundreds of bits of content per month across social networks, without any cohesive story or narrative behind the content. These random pieces of information tell a story to your fans and customers, whether intended or not.
    Are you telling the right brand story?

    This hands-on session will help you:
        *    Identify the genre or type of story that you want to tell
        *    Develop a monthly story arc in your content calendar
        *    Create compelling, interesting characters your customers will want to engage
        *    Invite your customers to be in your story
        *    Frame your story within the Facebook Timeline layout

    10:15 am - 11:45 am

    Building a Meaningful Social Dashboard
    Brian Costea, Tech Director, ComBlu
    Charlie Treadwell, Social & Digital Marketing Manager, Cisco

    This dashboard workshop starts by defining KPIs against business objectives and takes the student through the process of aligning each KPI with metrics and shows how to weight and pair them so they create a true value story. Hear from Cisco as they show students how they use multiple versions of the dashboard to report to the C-Suite and give each business unit the detail they need to make course corrections.

    11:45 am - 12:00 pm Break

    12:00 pm - 1:30 pm

    Round Table Luncheon

    Join your fellow students in the dining hall for a discussion of what you’ve learned so far! We’ll provide you with the topics and you provide the conversation as you mingle with your fellow students and meet new friends.

    1:30 pm - 1:45 pm Networking Break

    1:45 pm - 2:45 pm

    How to Create Experience-Based Word of Mouth
    Brad Fay, Chief Operating Officer, Keller Fay Group
    Peter Storck, SVP Marketing and Analytics, House Party, Inc. 

    Brad Fay will unveil findings from 36,000 TalkTrack consumer interviews that show the role that real-world brand experience contributes to word of mouth, how it interacts with marketing, and strategies for maximizing the credibility and impact of word of mouth programs. Peter Storck of House Party will show how word of mouth driven by brand experience has performed in real world case studies for leading CPG, Consumer Appliance, Entertainment and Toy/Gaming marketers.

    Students will walk away with new ideas and strategies for designing successful experience-based word of mouth marketing programs.

    1:45 pm - 2:45 pm

    Choreographing Content to Drive Business and Captivate Customers
    Brian Babineau, Sr VP Media and Marketing, Digital Influence Group
    Renee Entinghe, End User Insight and Social Media Strategy, PPG

    Join this session to learn about PPG Paint's fully integrated, synchronized approach to content and publishing through the My Colortopia program, a 2012 Forrester Groundswell winner in the B2C division. Hear why PPG determined that when it comes to marketing the brand, it's "not about us" or trying to sell a paint can; it's about supporting passion around the inspiration stage of painting and nurturing consumers' desire to engage in conversations on home decor and style. Discover how tools, strategically choreographed content, and a distributed experience powered by PPG has enabled the company to better meet the needs of its target audience and increase purchase consideration to the tune of 70%+.

    1:45 pm - 2:45 pm

    Taking Control of Social Media - Digital WOM at Scale
    Tom Chernaik, CEO, CMP.LY

    WOMM is the key to driving growth of social promotions, engagement and advocacy programs. Brands who are looking to achieve meaningful results from these programs are pressing their teams and their agencies harder to scale, measure, and repeat the successes of their programs. Without proper management, governance and measurement structures in place, scale brings unique and sometimes insurmountable challenges into play.

    Learn how to avoid the risks and reap the rewards as we talk through the challenges, opportunities and strategies that enable companies of all sizes to build and manage meaningful, accountable and repeatable programs.

    1:45 pm - 2:45 pm

    Word of Mouth Marketing: Customers Aren't Your Only Brand Advocates
    Richard Beedon, Founder and CEO, Amplifinity
    Theresa Trevor, Marketing and PR Director, Amplifinity
    Jim Greene, Vice President of Sale, ADP

    A successful, integrated WOMM referral program can create incredible returns. Join Amplifinity and ADP as they teach you how to create a program that pays you. Students will learn the importance of a long-term WOMM/BA strategy throughout all areas of an organization, not just customers; how to engage your employees, partners/affiliates and your customers; and  using referral, testimonial and endorsement programs to generate increases in brand awareness and customer acquisition

    2:45 pm - 3:00 pm Break

    3:00 pm - 4:00 pm

    Dominating Scale with Facebook Technology to Drive True ROI
    Southeast Toyota Distributors - TBD
    Chris Tuff SVP, Director of Earned and Emerging Media, 22squared

    Whether it's delivering ad buys that are contextually relevant to specific fans, or the issues with content targeting for specific fans via Newsfeed posts, all brands struggle with scale. This becomes increasingly true for retailers that want a local strategy for several individual locations. Using client Southeast Toyota as an example, 22squared's Chris Tuff and Southeast Toyota will discuss how they were able to launch a scalable local solution that served both the needs of the brand and their dealerships and ultimately drove WOM at a local level. They will also share 10 sure-fire techniques for harnessing the power of data to stay ahead of the ever-changing Facebook marketing environment and deliver true ROI.

    3:00 pm - 4:00 pm

    Influencer Marketing -- Put It to Work!
    Neil Beam, Director Client Relations, MotiveQuest
    Ashley Libby, Brand and Marketing Strategist and Founder, The Anca Group
    Jane Collins, Director of Market Research, BlogHer
    Bill Chamberlin, Principal Analyst - Social Insights, IBM

    Influencers, and Ambassadors, and Advocates! Oh my! So much talk about these characters online, in books, and in marketing conversations these days, it can be a challenge to make sense of it all. In this session, authors of WOMMA's Influencer Guidebook (2013) will put influencer marketing in context and provide an action-packed 'how to' session on influencer marketing.
    Brands and agencies alike, be prepared to learn how to:

    • Determine which type or types of influencers are right for your organization and objectives.
    • Identify, select, and engage those influencers.
    • Develop, run, and measure an effective influencer program.
    Don't be shy! Come with your hot influencer marketing questions and walk away ready to jump start your organization's own influence marketing program!

    3:00 pm - 4:00 pm

    How to Optimize Social Media Engagement with Content Marketing
    Stephane Lagrange, CMO and Partner, RevSquare

    The biggest challenge in creating a durable and engaging social media experience is to publish the right content mix to maximize engagement and ultimately convert your fan base into customers.

    Content Marketing supports Social Media management by helping companies plan for the right content strategies. Join this session to learn how to create the right mix to engage your audience.

    3:00 pm - 4:00 pm

    How to Succeed (and fail) When Compensating Social Influencers
    Ted Murphy, Founder and CEO, IZEA
    Lewis Broadnax, Executive Director, Web Sales & Marketing at Lenovo
    Ryan Schram, Chief Operating Officer and Director, IZEA

    In 2005, IZEA's Ted Murphy had a vision: One day, every consumer would have the opportunity to create social content online - unleashing the opportunity for brands and agencies to hire them as de-facto "spokespeople."

    Along the way, this once-disruptive idea became a part of today's mainstream marketing mix. Over 3.5 million transactions later, Ted and his team have learned the in's and out's on what works -- and most importantly, what DOESN'T work -- when brands choose to compensate social influencers. Whether it's bloggers, tweeters, pinners, or photographers/videographers on Instagram or YouTube, cash compensation is here to stay. Hear direct from the expert himself on how to navigate topics like valuation, disclosure, and building genuine relationships with this important, growing segment of influencers.

    Ted will share his experiences from the past eight years, including how to avoid 'skinning your knees' both internally and externally from his collection of bumps, bruises, and down-right scars of learning for himself!
    4:00 pm - 4:30 pm Networking Break in Student Union

    4:30 pm - 6:00 pm

    The Social Business Curriculum: 7 Subjects Essential to Social Media Success
    Jim Rudden, CMO, Spredfast
    Courtney Doman, Social Media Specialist, Spredfast

    Although social media engagement may still be a brave new world for many brand marketers, there are similarities to more widely known, traditional subject areas that can make mastering social programs more straightforward.

    During this session, Spredfast's Jim Rudden and Courtney Doman will co-present the 7 key focus areas for social success - relating them to traditional subjects covered in school to help make the subjects relatable to social marketers at any maturity level.

    Workshop attendees will each leave with a copy of the Spredfast Social Business Textbook and guidance materials including an action item checklist that can be put to use immediately when WOMM-U attendees return to the office.

    4:30 pm - 6:00 pm

    LinkedIn Engagement & Optimization
    Aalap Shah, Digital Marketing Consultant, Teacher, Co-Founder at SoMe

    In this workshop, students  will  learn 3 key steps to creating a robust, powerful, lead generating profile. Once SoMe covers those steps, we'll discuss how to create engaging status messages, optimize group performance, and create top of mind awareness for you, your business or company via your profile.

    4:30 pm - 6:00 pm

    Beyond the Prioritization Process: MVPs for Social
    Aliza Carpio, Social Media Manager, Intuit

    So, you've been successful in securing a budget to run your online ads, you've gotten really proficient at reporting specific metrics that measure the success of your social initiatives and you may also be working closely with an agency to deliver creative social campaigns. Now you are ready to go deeper.

    This interactive session will take students through Intuit's Design and LeanStart up model and principles, which enable the creation of customer experiences with "social" built in. Students will experience Intuit's end to end model of taking an idea or problem that impacts the social space and creating a solution for customers that not only solves the problem but also surprises and delights them.

    4:30 pm - 6:00 pm

    Discovering Which Metrics Are Lame and Which Are Awesome
    Eric Jones, VP Digital Marketing, R2integrated
    Loyola University 

    Loyola University MD -- Graduate Programs switched their $650k budget from 95% traditional media spend to 60% digital media spend in 2012.  A major focus was placed on digital's ability to accurately report results from various data sources into a single comprehensive analytics dashboard. However, that dashboard hadn't been built yet. In this workshop, students will see the evolution of the Loyola Analytics Dashboard and why specific metrics were chosen over others.

    Ultimately, your analytics need to tell the story of your marketing labor and the overall results -- the good and the bad. In this workshop, students will walk through the Loyola scorecard, have discussions on what metrics matter and which metrics were tossed out and why. Specific attention will be paid to the difference between data capture, data reporting and data analysis. At the end of this session students will have the framework for building their own analytics dashboard and how frequently they should use it to report. 

    4:30 pm - 6:00 pm

    Triumphs & Challenges, Creating Advocacy for a Global Cause
    Vicky Assardo, Vice President, Account Director, Zocalo Group
    Petina Dixon-Jenkins, Rotary International

    With 1.2 million members and more than 34,000 clubs worldwide, Rotary International has a unique challenge of activating a global network, and developing content that incites advocacy.

    Learn the triumphs and hurdles of using social as a non-profit, and how they've helped engage their members, fans and partners to stand behind causes such as eradicating polio on a global scale. Students will get a special glimpse of their powerful "This Close" campaign and gain an understanding of how Rotary has used engaging content to position the brand as a leader in cause marketing. Given low budgets and funding that's common among non-profits, Zócalo Group will also help shed light on the power of developing an integrated paid, owned and earned strategy to create impact that matters.

    6:00 pm - 7:30 pm

    Reception
    sponsored by:

    7:30 pm - 8:30 pm

    All-Council Meet Up


    Wednesday - May 22

    7:00 am - 8:00 am

    Yoga

    No school is complete without gym class and we’re bringing you the workout you've always wanted without the creepy instructor. Join us for sun salutations and downward dog to get your day started on the right note. Yoga mats to be provided, students must arrive 15 minutes prior to class to sign a waiver.

    8:00 am - 9:00 am

    Breakfast in the Student Union

    9:00 am - 10:00 am

    How to Perform a Social Media Marketing Audit/Assessment
    Bill Chamberlin, Principal Analyst - Social Insights, IBM

    Join this IBM session to learn tips and techniques that you can apply to perform an audit or assessment of a company's (yours or a competitor's) social media marketing and online community strategy and programs. Learn how to evaluate a company's websites and social media properties to determine how socially enabled a company is, what their engagement style is, and what social strategy elements are missing.

    9:00 am - 10:00 am

    Leveraging Influencers for Product Development
    Ashley Walters, Director, Powerhouse Factories' Word-Of-Mouth Marketing Team
    Mike Schottelkotte, Client Director, Powerhouse Factories' Marzetti Business

    Girard's premium salad dressings team needed an effective way to anticipate future flavor trends to more quickly conceptualize, validate and launch new products. The specialty salad dressing category is saturated with undifferentiated products, making it overwhelming for consumers at shelf. Development of new flavors is critical to brand differentiation, while speed and good timing are critical for sales success.

    Traditional research methods such as focus groups are typically ineffective and inefficient for this type of product development due to cost and scale. In addition, those methods only evaluate current consumer preferences when the need is to understand the preferences of tomorrow.

    To address these challenges and more quickly and efficiently develop new, differentiated products, Powerhouse Factories leveraged Google+ Hangouts to work with influencer relationships across the country to unearth unique flavor trends and inspire new flavor ideas to get Girard's to market in less than six months -- twice as fast as the normal product cycle.

    9:00 am - 10:00 am

    Making It Count: Measuring Impact in the Age of Big Data
    Jeff Bodzewski, President & Chief Rhino at rhinotale
    Scott Bush, Manager, Customer Acquisition Marketing at Discover
    Samantha Ogborn, Community Manager at Walgreens
    Cait Weingartner, Social Strategist at [wire] stone
    Neil Anthony Morgan, Marketing Professor, Kelley School of Business at Indiana University 

    Fifty-seven percent of companies still confine their measurement of social media to engagement levels according to an August 2012 survey by eConsultancy and Adobe. Significant advances in tools, access to data and integration opportunities through an enterprise system enables significant tracking to better measure the impact of social and word of mouth.

    Learn from the wide ranging experience of our panelists as they share their own unique insight and experiences in developing and executing programs that drove business outcomes for some of the world's largest brands.

    9:00am - 10:00am

    The Power of Social Video and How To Unlock YouTube
    Tony Chen, Founder & CEO, Channel Factory
    Dylan Conroy, Director of Sales, Channel Factory
    Jacqueline Panganiban, Marketing Associate, Nestle
    John Montgomery, CEO & Chief Innovation Officer, Threshold Interactive
    Jessica Del Mundo, Marketing and Brand Strategy, Golin Harris
     

    From running effective viral video campaigns to maintaining a successful YouTube channel, this session will cover everything a brand needs to know in order to be successful on the web's second largest search engine.

    To showcase the substantial benefits that YouTube provides for marketers we will present one of our most noteworthy campaigns, the viral hit promoting Nestlé's Hot Pocket brand, Snoop Dogg's "Pocket Like It's Hot". In presenting this case study we will highlight campaign objectives and goals, along with the implementation and resulting success that the video generated. By examining the ins and outs of this campaign we will showcase precisely how brands can use YouTube to rapidly build brand awareness and improve their media plans using this highly targetable and traceable media.

    10:00 am - 10:15 am

    Break

    10:15 am - 11:15 am

    How Oscar Mayer's "The Great American Bacon Barter" Social Campaign Sizzled
    Amie Dowker, Senior Digital Strategist, 360i

    When Oscar Mayer released its new Butcher Thick Cut (BTC) bacon, it wanted to raise awareness for and build buzz around this newer, thicker, more bad-ass bacon -- ultimately proving that this is the new gold standard.

    This campaign presented by 360i Senior Digital Strategist Amie Dowker marked an experiential and social media powered journey of a cashless comedian Josh Sankey trying to barter his way from New York to Los Angeles with nothing but bacon. Spearheaded by digital agency 360i, the initiative set out to raise awareness of Oscar Mayer's BTC bacon by creating social conversations around a unique, real-world mission -- proving to America that BTC bacon is more enticing than cash. It started off by getting bacon lovers nationwide to ask themselves: What am I willing to do for some BTC?

    The campaign doubled conversations about Oscar Mayer bacon, making it America's most talked about bacon brand and generating more buzz than the brands' four biggest competitors combined. Bacon Barter fueled brand love with 41% increase in positive sentiment -- with "Bacon Barter" at one point tweeted every 60 seconds.

    10:15 am - 11:15 am

    The Command Center Effect: Winning Influence for Your Brand & Your Team
    Joe Cox, Director of Social Media, Barkley
    Matt Staub, Social Media Strategist, H&R Block 

    Matt Staub with H&RBlock & Joe Cox from Barkley, will get past the hype behind social media command centers & walk you through not only what it takes to pull one off, but also help you find the why & if you should consider a command center for a large event or as a home base for your social media team.

    Matt & Joe worked together with the city of Kansas City & MLB to provide the #KC Social Media Command Center for the MLB Allstar game hosted in KC last summer. You'll get a first-hand look at how the command center came together, what & who it took to pull it off, metrics & KPIs used to determine success & a very transparent discussion of learnings & hurdles.

    They'll also discuss the evolution of social media command centers & their current use in real-time marketing efforts by brands like Oreo. Where are things currently & what is the future of command center use for brands?

    Most importantly, how can you scale the idea of a command center internally on a shoestring budget & how can you utilize it to promote what your social team is doing to the C-suite?  

    10:15 am - 11:15 am

    Building A Quality Content Marketing Framework and Kicking Crap Content to the Curb
    Cara Posey, CMO, Speakerfile

    While content is a high priority, the question remains: how do marketers create quality and value instead of sharing recycled crap content? Crap content may lead to downloads, but it rarely generates high quality leads. In 2013, marketers have an extraordinary chance to carry on a dialogue with our future customers. To maintain and increase market share in an increasingly competitive global marketplace, marketers have to be more strategic and create content that features expertise on behalf of the whole company and provides a deeper connection between customers and the companies they do business with, whether that's B2C or B2B.

    This session will help students develop a framework for producing quality content marketing that is centered on thought leadership and expertise within their companies. Students will leave ready to personify their organization, increase their brand authority, and build lasting relationships with business prospects and customers.

    10:15 am - 11:15 am

    Kick Starting Online Communities: A Case Study
    Sandra Fathi, President, Affect

    In this session, Affect will share a case study detailing ConEd's Power of Giving Online Community, launched in May 2012 with the support of Affect. Hosted on Ning, the private community is designed to build connections, communication, and collaboration among the non-profit organizations that participate in the company's Power of Giving partnership program. The community allows members to share resources and foster collaboration while also enhancing their access to and strengthening communications with ConEd.

    Learn how ConEd's Power of Giving Online Community drives collaboration and strengthens communication with the company's strategic partners in the non-profit space, and take away best practices for launching and managing successful online communities that support PR and marketing objectives.

    11:15 am - 11:45 am Networking Break

    11:45 am - 1:00 pm

    Closing General Session: 5 Trends Marketers Shouldn't Ignore
    Ekaterina Walter, Social Media Strategist, Intel

    Industry is consistently evolving and we must evolve with it. Social media innovator, thought-leader, and author of Wall Street Journal bestseller "Think Like Zuck" Ekaterina Walter talks about 5 key trends marketers must pay attention to in 2013, how those trends will impact your business, and what you can do to incorporate them into your strategies.

    1:00 pm

    Summer Vacation

     

     

    Registration

    ClockOnline registration is now closed. You can register onsite at the Radisson Blu Aqua starting at 10:30am Monday, May 20

    Location

    Radison Blu
    Radisson Blu Aqua Hotel
    Chicago, IL

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