Hello and ... Welcome to Brand Innovators Content Marketing Minneapolis! Content marketing is as old as the hills, however, the Internet and innovative new advertising technologies are enabling brands to use content to communicate and engage with their consumers in more exciting ways than ever. By delivering unique and compelling content and consumer experiences online and educating consumers about the things that they are passionate about, brand marketers are creating millions of “earned” media impressions and building loyalty and trust with their consumers.
Brandon Gutman Co-Founder
Brand Innovators Content Marketing will provide brand marketers from Fortune 500 and other leading brands with an important forum to share success stories about how they are leveraging original content and digital media to reach their consumers more efficiently, emotionally, and authentically than they ever could by using traditional media. We will hear from some of the best and brightest brand marketers in America about what’s working in content marketing and the major trends on the horizon. Thank you to all of our speakers, attendees, and partners who contributed to today’s program. We invite you to participate in the discussion, and to share ideas with your fellow brand marketers in the Brand Innovators community, both during and after today’s event.
Marc Sternberg
Enjoy the show and we look forward to seeing you at our next event in Minneapolis, again, soon!
Co-Founder
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Marc Sternberg
Brandon Gutman
Co-Founder
Co-Founder
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Brand Innovators Team Brandon Gutman
Marc Sternberg
Co-Founder
Co-Founder
Jared Hopfer
Ted Rubin
Head of Business Development
Acting Chief Marketing Officer
Paula Parisi
David Teicher
Chief Technology Officer
Chief Content Officer
Alexander Kanish
Leora Rosenberg
Business Development Manager
Program Director
Martina Suess
Gene Nech
Program Director
Head of CRM and Direct Marketing
Negeen Amuzegar
Marketing Coordinator
What’s Inside LETTER FROM THE FOUNDERS . ................................3 VIP SPEAKERS .......................................................... 6 AGENDA ....................................................................12 SPEAKERS............................................ .....................20 ADVISORY BOARD ................................................... 30 STRATEGIC ADVISORS .............................................33 SPONSORS. ...........................................................34
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Keynote
TED WRIGHT CEO, FIZZ
@fizz_womm Often referred to as the foremost thought leader in Word of Mouth Marketing, the CEO of Fizz, Ted Wright, has been at the leading edge of word of mouth marketing since he helped reignite the Pabst Blue Ribbon brand in 2000. Ted leads his crew of professionals from Fizz’s offices in Atlanta, where they consistently deliver triple-digit ROI on their clients’ marketing investments. Over the last decade, Fizz has become the global leader in word of mouth marketing with clients on every continent. Ted and his team at Fizz have been honored for their work with a variety of awards and the occasional bomb threat. They take neither seriously. A 15-year marketing veteran and an alumnus of Booz Allen Hamilton, Ted also holds an MBA with honors from The University of Chicago, enjoys great bourbon and drives too fast. Ted’s book on WOMM will be published in November by McGraw-Hill.
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Agenda THURSDAY, OCTOBER 30, 2014 WINDOWS ON MINNESOTA, MINNEAPOLIS 7:30 am
BREAKFAST
8:30 am
WELCOME
9:00 am
KEYNOTE – A CONTENT CONUNDRUM
Brandon Gutman, Co-Founder, Brand Innovators Marc Sternberg, Co-Founder, Brand Innovators Host: Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens
Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens More content. More screens. More often. In the race to match the hunger for content that consumers have, companies are struggling to keep up. One simple adjustment to how you approach content, can make all the difference.
9:25 am
BRANDS AS EDITORS
Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences that resonate with consumers. In addition, every great content strategy must be coupled with a rock solid distribution plan, combining earned, owned and paid media, including native advertising, when appropriate. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial. Moderator: Kristin Hersant, Vice President, Marketing, Livefyre Dave Jungers, Senior Social Media Strategist, Mall of America Adam Kmiec, Sr. Director, Mobile, Social, and Content Marketing, Walgreens Kelly Jones Hicks, Social Media Marketer and Web Content Editor, Best Buy
10:00 am KEYNOTE
Kodi Foster, Head of Brand Initiatives, Outbrain
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Agenda 10:20 am DIGITAL VIDEO EXPLOSION Globally, IP video traffic will be 79 percent of all consumer Internet traffic in 2018, up from 66 percent in 2013. This percentage does not include video exchanged through peer-to-peer (P2P) filesharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2018. —Cisco Visual Networking Index: Forecast and Methodology, 2013–2018 The goal of every great piece of content marketing is to create an emotional connection with the consumer. Emotional connections drive engagement, and engagement drives word of mouth and brand loyalty. To that end, more brands than ever are embracing digital video to connect with their consumers in new and meaningful ways. In addition, digital video advertising is empowering brands with a new form of storytelling. Find out how cutting edge brands are moving the meter with digital video.
10:45 am NETWORKING BREAK 11:05 am
KEYNOTE
Russ Bley, Vice President, NewsCred
11:25 am
CONTENT MARKETING 2.0: FROM BOARDROOM TO NEWSROOM There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy. Moderator: Jonathan Tauber, Head of Central Region, Outbrain Erin Anderson, Manager, Social Media Engagement, General Mills Brian Enderlein, Digital Media and Analytics, Consumer Business Group, eHub, The 3M Company Erin Vande Steeg, Senior Social Media Strategist, Mall of America
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Agenda 12:05 pm POV — THE ALCHEMY OF CONNECTION: HOW BRANDED CONTENT DRIVES RESULTS Matthew Sharp, Senior Manager, Consumer Analytics & Research, AOL Two+ years ago, AOL built a measurement solution to gauge the impact of branded entertainment. In that time, we have deployed the methodology to 40 different campaigns. The presentation is a meta analysis of that research, drawing from the normative data we’ve collected in the past two years. How do these programs, which include branded entertainment, native, and custom content, drive brand metrics? How deep can advertisers go in integrating their brands into content? Is heavy integration a good thing or a bad thing? And how can brands approach content creation from an informed and insightful perspective?
12:30 pm LUNCH 1:30 pm
KEYNOTE — QUESTIONING SLICED BREAD, THE WHY, WHAT AND HOW OF WORD OF MOUTH MARKETING Ted Wright, CEO, Fizz You’ve heard the hype and you’ve read the stories, now learn how brands create huge growth through Word of Mouth Marketing (WOMM). Get the inside scoop on the why’s and how’s of WOMM Marketing. A successful word of mouth campaign isn’t luck – it’s executing a set of techniques that you can use to create phenomenal volume growth by activating your army of raving fans and happy customers. During this presentation, you will learn how to plan and execute a Word of Mouth Marketing program – whether you are doing it internally or bringing in an outside agency. There will be lots of real world/big brand case studies, check lists, and slides you can take with you and use to present to your teams. Data, numbers, real world results all included at no extra charge.
2:10 am
ROUNDTABLE — CONTENT MARKETING MEETS THE C-SUITE Suddenly, content marketing seems to be driving every aspect of the marketing funnel, from awareness to advocacy. Even the most forward thinking and agile businesses, however, are scrambling to get up to speed on the content front. From hiring the right team to integrating content marketing with other desks in the marketing department, getting up to speed seems to be the number one priority of many successful marketing organizations. Nevertheless, critical questions remain,
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Agenda including learning how to engage consumers with compelling content, determining how much resources should be allocated to the sector, and figuring out how to measure the effectiveness of content marketing. Find out what’s keeping these CMOs up at night. Moderator: George Huff, CEO, Opal David Chivers, former Chief Digital Officer, Jostens
2:45 pm
TREND SPOTTING — EMPLOYEE ADVOCACY Rob Nolte, Vice President, EveryoneSocial More and more, we hear about companies enabling their employees to be brand advocates. Their social acumen, along with a network of friends and family, bring competitive advantages to the business. Then the statistics drive home the case. According to the Edelman Trust Barometer, everyday employees are twice as trusted as executives. Also, Nielsen found consumers are 77 percent more likely to buy a product when they hear about it from someone they trust. Are you ready to take your employee advocacy program to the next level?p Rob Nolte, Vice President, EveryoneSocial
3:20 pm
NETWORKING BREAK
3:40 pm
SUCCESS STORY — HOW NAKED JUICE LEVERAGED THE POWER OF CUSTOMER ADVOCATES TO TARGET KEY MARKETS Brett Leeson, Head of Partnerships, Tongal
4:00 pm
WHAT DOES SUCCESS IN CONTENT MARKETING LOOK LIKE
Whether it is page views or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? What is the ROI of content marketing visà-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? Leading brand marketers share their insights. Moderator: Matt Dirkin, Sales Director, Collective Erin O’Brien, Senior Manager, CRM Strategy, Best Buy
4:40pm
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Agenda Moderator: George Huff, CEO, Opal David Chivers, former Chief Digital Officer, Jostens
2:45 pm
TREND SPOTTING — EMPLOYEE ADVOCACY Rob Nolte, Vice President, EveryoneSocial More and more, we hear about companies enabling their employees to be brand advocates. Their social acumen, along with a network of friends and family, bring competitive advantages to the business. Then the statistics drive home the case. According to the Edelman Trust Barometer, everyday employees are twice as trusted as executives. Also, Nielsen found consumers are 77 percent more likely to buy a product when they hear about it from someone they trust. Are you ready to take your employee advocacy program to the next level?p Rob Nolte, Vice President, EveryoneSocial
3:20 pm
NETWORKING BREAK
3:40 pm
SUCCESS STORY — HOW NAKED JUICE LEVERAGED THE POWER OF CUSTOMER ADVOCATES TO TARGET KEY MARKETS Brett Leeson, Head of Partnerships, Tongal
4:00 pm
WHAT DOES SUCCESS IN CONTENT MARKETING LOOK LIKE
Whether it is page views or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? Leading brand marketers share their insights. Moderator: Matt Dirkin, Sales Director, Collective Erin O’Brien, Senior Manager, CRM Strategy, Best Buy
4:40pm
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