SMX Social Media Marketing 2014
Full Conference Agenda
Day 1: November 19, 2014

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7:30am-9:00am
(1 hr 30 min)

Breakfast & Registration

9:00am-10:15am
(1 hr 15 min)

Strategy

#FOMO: Social As The Second Screen (#smx #11A)
While internet media consumption has decreased network and cable TV viewership, there is a counterattack brewing across online social networks, driving audiences to watch and react to TV in real-time. Whether it’s fear of spoilers or missing out on the latest in pop culture, viewers are engaging in the conversation before, during and immediately following televised events. Networks are learning that engaged fans online bring additional buzz and viewership, adding to cross-channel advertiser interest. Learn how viewer buzz is being measured and translated into real return on engagement for networks and advertisers.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: Michelle Stinson Ross, Social Media Marketing Manager, Offers.com (@SocialMichelleR)

Speakers:

Marc Heedt, Head of Social TV, Twitter (@mheedt)
Don Steele, SVP, Fan Engagement/Multi Platform Marketing, Comedy Central (@DonSteele)
Deirdre Thomas, Vice President, Product, Nielsen Social (@NielsenSocial)

Paid Social

Measuring Up With Social Analytics (#smx #11B)
Proving tangible ROI is key to persuading management and clients to invest more in social media marketing. This session looks at social media analytics methods, how to measure “conversions” when there may be no identifiable transactions, as well as some of the tools available to measure ROI and performance of social media activities. After this session, you’ll be able to conclusively demonstrate the value social media brings to the marketing mix.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc. (@CJSherman)

Q&A Coordinator: Maria Elena Duron, Marketing Strategist, Coach, Know, Like + Ignite (@mariaduron)

Speakers:

Geoffrey Colon, Group Marketing Manager, Social Media, Bing Ads (@djgeoffe)
Steve Hammer, President, RankHammer (@armondhammer)
Chris Moreno, Director, Paid Social, ZOG Digital (@zogdigital)
Alan Morte, Co-Founder / President, Three Ventures Technology, Inc. (@alanmorte)

10:15am-10:45am
(30 min)

Refreshment Break

10:45am-Noon
(1 hr 15 min)

Strategy

Reacting To Real-Time Events: Being On-Point For Mass Appeal (#smx #12A)
Social media enables “Real Time Marketing Moments,” and brands are mustering resources to participate in the conversation during high-profile sporting and media events… with mixed results.

Some RTM Moments are one-hit wonders; some are egg-on-the-face blunders. But with adequate forethought, RTM Moments can deliver brand engagements that are timely, on-message, culturally relevant and memorable. In this session you’ll learn how social teams inside large brands and the agencies that support them plan for RTM Moments, glean insight in real-time, and respond swiftly with appropriate and results-delivering messaging.

Moderator: Elisabeth Osmeloski, Director of Audience Development, Third Door Media, Inc. (@elisabethos)

Q&A Coordinator: Meghan Ryan, Marketing & Social Media Specialist, Boston Red Sox (@RedSox)

Speakers:

Erik Jensen, Director of Advertising & Merchandising, Denny's Restaurants (@DennysDiner(Q&A Speaker)
Jen Miller, Director, Social Product Strategy, The Coca-Cola Company (@jenamiller)
Kevin Purcer, SVP, Director of Digital Strategy, Erwin Penland (@kevinpurcer)

Paid Social


Solution Spotlight by aimClear (10:45-10:50)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Native Ads, Sponsored Endorsements & Paid Posts: Walking The Social Media Minefield (#smx #12B)
Associating your brand with a big name — be it a celebrity, a web phenom or well-known website — is an effective way to get people’s attention and have some brand magic rub off on yours. This has led to the popularity of native ads, sponsored endorsements and paid posts, leveraging the look, feel, and even the voice of the celebrity brand. But where does association stop and consumer confusion begin? And what does the FTC have to say about it?

In this session, we’ll explore how to get the most bang from this kind of campaign, while ensuring it doesn’t blow up in your face.

Moderator: Pamela Parker, Contributing Editor, Search Engine Land (@pamelaparker)

Q&A Coordinator: Martin Beck, Social Media Reporter, Third Door Media (@MartinBeck)

Speakers:

Phil Gomes, Senior Vice President, Edelman Digital (@philgomes)
Mariana Rodriguez, Sr. Account Director, Beeby Clark+Meyler (@marodcar)
Danielle Wiley, CEO, Sway Group (@swaygroup)

Noon-1:30pm
(1 hr 30 min)

Lunch & Expo Hall Time


Lunch Presentation by:
aimClear

Free Facebook Reach Obliterated?
Learn to re-enable Facebook’s lost reach to dominate incredibly focused psychographic audiences with the push of a button.

Speaker:
Marty Weintraub, Founder & Evangelist, aimClear (@aimClear)

 
1:30pm-2:45pm
(1 hr 15 min)

Strategy


Solution Spotlight by Nuvi (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Listening To Your Audience (#smx #13A)
Thanks to social media, businesses no longer control the conversations about their brands. Smart managers and marketers don’t see this as an obstacle or wish for the pre-social media old days. They find ways to take advantage of today’s reality by listening, learning and acting.

This panel of savvy brand managers and marketers will show you how to tap this precious treasure trove of brand chatter and audience sentiments, arming you with the know-how to:

  • Set up finely-tuned social conversation dashboards so you never miss a single tweet about your brand
  • Discover amazing opportunities to turn brand haters into evangelists
  • Reward loyal customers for social endorsements and recommendations
  • Crowdsource new ideas from existing audiences for everything from new blog posts to new product lines
  • Beef up your overall content strategy with tons of user-generated content (UGC) your customers make for you
  • … and much more

Moderator: Lauren Donovan, Community Editor, Search Engine Land and Marketing Land (@beebow)

Speakers:

Nikki Fica, Owner, Social Media Facelift LLC (@NikkiFica)
Clayburn Griffin, Sr. SEO Content Strategist, 360i (@Clayburn)
Karianne Stinson, Social Media Manager, Priceline.com (@Karianne)

Paid Social


Solution Spotlight by Marin Software (1:30-1:35)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Winning Strategies With Facebook Ads (#smx #13B)
From branding to content marketing to performance marketing, companies are finding success with Facebook ads. In this session, we’ll hear about innovative ways advertisers are tapping into Facebook’s evolving capabilities, using first-party data and testing ad formats and messaging to meet engagement and revenue goals for their businesses.

Moderator: Ginny Marvin, Contributing Editor, Search Engine Land (@ginnymarvin)

Q&A Coordinator: Michelle Stinson Ross, Social Media Marketing Manager, Offers.com (@SocialMichelleR)

Speakers:

Beth Horn, Retail Business Lead, Facebook (@bethhorn)
Ian Mackie, Directory of Strategy, Point It (@point_it)
Paul Steketee, Managing Partner, Marketing & Strategy, Addressomo (@steketee)

2:45pm-3:15pm
(30 min)

Refreshments & Expo Hall Time

3:15pm-4:30pm
(1 hr 15 min)

Strategy


Solution Spotlight by Cafyne (3:15-3:20)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Recovering From A Social Media Mistake (#smx #14A1)
(3:15 – 4:00) It is virtually inevitable. Your well organized and managed social media marketing department will slip-up at some time, and the social audience will punish you for it. In this session you’ll hear from brands that have survived social media miscues, from minor gaffes to major transgressions, and how they avoided the reputation-damaging consequences… then and in the future.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc. (@CJSherman)

Q&A Coordinator: Matt Siltala, President, Avalaunch Media (@Matt_Siltala)

Speakers:

Ric Dragon, CEO, DragonSearch (@ricdragon)
Sandra Fathi, President, Affect (@TeamAffect)

Strategy

The Elements Of Viral-Worthy Content (#smx #14A2)
(4:05 – 4:30) Viral online content is capturing more and more attention, rivaling or even surpassing traditional media distribution.

So what’s the recipe for compelling viral content? One part gut feel, a dash of hard-nosed analytics and a deep understanding of the needs of your audience or customers are some of the key ingredients far-sighted marketers are using to amplify the results of their online campaigns.

Moderator: Danny Sullivan, Founding Editor, Search Engine Land (@dannysullivan)

Q&A Coordinator: Matt Siltala, President, Avalaunch Media (@Matt_Siltala)

Speaker:

Joe Puglisi, Creative Strategist, BuzzFeed

Paid Social


Solution Spotlight by SocialFlow (3:15-3:20)
Solution Spotlights are brief introductions to relevant products and services offered by SMX exhibitors and sponsors.


Social For The Sale & ROI (#smx #14B)
The ultimate goal of social media activities is to increase SALES! Period.

This session will help you turn your social efforts into cold, hard cash by discussing:

  • social tactics that drive sales
  • apps built solely to push product
  • advanced social integration for sharing and disbursement
  • Moderator: Greg Finn, Chief Marketing Officer, Cypress North (@gregfinn)

    Q&A Coordinator: Manny Rivas, Online Marketing Account Manager, aimClear (@mannyrivas)

    Speakers:

    Jake Larsen, Founder / Owner, Video Power Marketing (@JakeLarsen7)
    George Manas, Director, Client Strategy & Development, Resolution Media (@gjmanas)
    Tara Siegel, Senior Supervisor- Paid Search and Social, eBay Enterprise Marketing Solutions (@TSiegel21)

4:30pm-5:00pm
(30 min)

Refreshments & Expo Hall Time

5:00pm-6:00pm
(1 hr)

Winner Announced!

SMX Biggest Search Geek Contest

General

Keynote: Tweeting For Champions (#smx #Keynote)
Our speakers on this panel have one of the best, and perhaps most challenging, of online dream jobs: social media manager for a championship-winning professional sports team. During good times, they get to engage with some of the most passionate fans and customers in the world. But during a losing streak, those fans passionately voice their displeasure.

Our panelists discuss how they connect with fans using all things social, story-telling, crowd-sourcing and beyond.

Moderator: Chris Sherman, VP of Event Editorial, Third Door Media, Inc. (@CJSherman)
Co-Moderator: Matt McGee, Editor in Chief, Search Engine Land & Marketing Land (@MattMcGee)

Speakers:

Pat Donahue, Director, Digital Media, LA Kings Hockey Club (@LAKings)
Meghan Ryan, Marketing & Social Media Specialist, Boston Red Sox (@RedSox)

6:00pm – 7:00pm
(1 hr)

Reception
Join us to talk, relax, have a drink and some snacks while you visit with market-leading exhibitors and sponsors.