OMMA, Social & Bots + Chat

Thu, September 29 at 9:00 AM

Metropolitan Pavilion    View Map

In this session...

9:15AM - INTERVIEW


Samantha Druss Senior Digital Marketing Specialist, Etsy
Ross Fadner Director, Marketing Strategy, Customer Acquisition, MediaPost

9:45AM- FINDING THE RIGHT KPIS FOR INFLUENCER CAMPAIGNS

Why is it so hard to measure the success of an influencer marketing campaign? Well, for starters, there are many different measures for success: reach (impressions, clicks, followers, etc), engagement (comments, likes, shares, etc), and conversions (sales, registrations, subscriptions, donations, etc). Part of the problem is that social media evolves so rapidly that relevant results metrics can become obsolete before advertisers truly master them. Moreover, even though the majority of brands that have tried influencer marketing report success, many are still unsure how they achieved those results. Our panel of brands, agencies and influencers will share their experiences evaluating influencer marketing ROI and help you determine the best success metrics for your brand.
Joe MccCambley Co-Founder of The Wonderfactory, The Wonderfactory
Holden Berlin SVP, Program Marketing & Development, DEFY Media
Joslyn Davis Executive Producer and Host, Clevver Media
Ilana Nolte President, North America, m/SIX
Paul Rand President/CEO, Zocala Group
Jim Scott Founder and Managing Partner, mono

10:30AM- PRESENTATION

Harris Markowitz Founder, A Cereal Production LLC
Jeremy Simon Director of Influencer & Partnership Marketing, Attention Global

11:00AM- KEYNOTE SPEECH

Heather Kozera Director, Digital Marketing, Sidney Frank Importing Company

11:30AM- KEEPING PACE WITH FACEBOOK’S EVOLUTION

It’s been a frustrating year for brands on Facebook, particularly entertainment and news media brands looking to expand their reach through the world’s largest social media platform, as Mark Zuckerberg & co. reeled in several changes to the News Feed. From expanded video programs that redefine the way consumers engage with videos in the News Feed, to a total shakeup in the algorithm that prioritizes posts, to “See First” and other advanced user controls for prioritizing feeds, it’s been a big year of headache-inducing changes for brands. Given that Facebook has now clearly put News Feed control in the hands of users, how do brands respond? How can these changes actually help brands, and moreover, what meaningful metrics do they create? What’s your “See First” strategy?
Eric Sass Editor, Publishers Daily, MediaPost
Joey-lyn Addesa Senior Director, Strategy, Mindshare
Chris Gilbert Senior Social Strategist, Kettle
Nikhil Sethi Co-Founder and CEO, Adaptly
Lora Stock Group Director Social and Content Strategy, Campbell Ewald
Ryan Sullivan SVP, Performance Services, Performics

12:15PM- EVALUATING AUTOMATED INFLUENCER MARKETING

Since the first brands started paying YouTubers for sponsorships a few years ago, influencer marketing has grown exponentially to become the hottest marketing tactic of 2016. There are now seven primary influencer marketing channels: YouTube, Facebook, Instagram, Snapchat, Periscope, Twitter and blogs. As with any rapidly maturing digital marketing medium, technology vendors have entered the fray, with a view to helping brands extend their reach and streamline their influencer marketing operations through automation. Of course, there are pluses and minuses inherent in automation. What are some pitfalls to avoid, and success stories to try and emulate? How can automation help brands exceed their KPIs? How can it affect a brand’s relationship with its influencers?

Cat Lincoln Founder and CEO, Clever Girls
Matthew Myers CEO, Tidal Labs
Brian Zuercher CEO, SEEN

2:15PM- EVALUATING AUTOMATED INFLUENCER MARKETING

How do brands participate in the new realm of real-time, one-to-one interactions where correct consumer engagement is key? This means embedding intelligence in bots and perfecting electronic communications so that consumers feel the conversation is ‘real.’ And all of this has to be crafted to work within a messaging app. How are marketers engaging the challenge of AI? Are chatbots the first wave and the testing ground for the automation of customer relations?


Connie Garrido Partner, EnPlay
Andrew Klein Associate Director, Social Experience & Custom Product, Mediavest | Spark
Natalie Monbiot SVP Managing Partner Digital , UMWW
Pete Sena Co-Founder and Chief Creative Officer, Digital Surgeons
Scott Varland Vice President, Creative, IPG Media Lab

3:00PM- KEYNOTE: GETTING INTO THE BOTS & CHAT CONVERSATION

How do brands participate in the new realm of real-time, one-to-one interactions where correct consumer engagement is key? This means embedding intelligence in bots and perfecting electronic communications so that consumers feel the conversation is ‘real.’ And all of this has to be crafted to work within a messaging app. How are marketers engaging the challenge of AI? Are chatbots the first wave and the testing ground for the automation of customer relations?


3:45PM- SNAPCHAT & CRAFTING THE 10-SECOND STORY

Brands are discovering Snapchat and are moving into ‘Stories’ and ‘Discover’ in innovative channels. This panel delves into the approaches of brands ranging from publishers and museums to retailers and quick serve restaurants in one of the hottest new conversation platforms.



Michael Civins Senior Account Manager, Beeby Clark+Meyler
Monique Lemus Group Director, The Media Kitchen
Kerry Perse US Director, OMD

4:15PM- EVOLVING MARKETING TEAMS FOR THE BOT REVOLUTION

As Chat Bots continue to gain momentum, the typical roles of technologists, UX designers, copywriters and designers will have to shift and evolve since the current user interaction model simply won't work for devices that listen, feel and talk to us. In this session, hear from Trevor O'Brien, Partner and CTO, NY at Deustch, about how creatives and tech experts can and must join forces to create the rules, tools and even new roles that will allow our marketing teams to ease into this next phase of the industrial revolution.



Trevor O'Brien Partner & CTO, Deutsch

4:30PM- THE EXPLODING SIZE OF THE CHAT & BOT MARKET




4:45PM- THE FUTURE OF MARKETING PERSONALIZATION: SMART, HELPFUL BOTS GET TO KNOW THE USER

What's next, after Siri, Alexa and Ok Google? So far, most bot’s and voice UIs have not truly offered a conversation UI, but have been mostly focused on command-and-control, like “Navigate to home” or “Tune to NBC.” With the latest developments in natural language processing and machine learning we can now start building truly conversational UI, where the user can get help with their needs and problems through a conversation with a bot. Tacking the big question of how to develop conversational UI’s so users feel they are truly personalized, smart and helpful enough to make consumers want to continue the conversation with these bots and get real value, is product innovator Christian O. Petersen. His team is working to help users decide what to watch tonight on TV. Christian will take us through some of challenges and learnings of making bots that behave like a human but think like a computer.
Christian O. Petersen Director of Product, Comcast Silicon Valley Innovation Center

5:00PM- TOOLS OF THE TRADE

What are the best methods and platforms, including Facebook, Snapchat and Twitter for marketers to engage with consumers? Whether by automatically ordering pizza, using chatbots to create interactive dialogs with fans or letting consumers tap their way to recipes as they shop, marketers are facing a new landscape for engagement. This panel of experts takes your through the maze.
Sarah Fay Partner, Glasswing Ventures
Benjamin Bourinat Global Director of Social Media, Kinetic Worldwide
Eyan Oren CEO, Block Party
Steven Young VP of Growth Marketing, Grubhub

Presented with


Speakers

Samantha Druss Senior Digital Marketing Specialist Etsy
Ross Fadner Director, Marketing Strategy, Customer Acquisition MediaPost
Joe MccCambley Co-Founder of The Wonderfactory The Wonderfactory
Holden Berlin SVP, Program Marketing & Development DEFY Media
Joslyn Davis Executive Producer and Host Clevver Media
Ilana Nolte President, North America m/SIX
Paul Rand President/CEO Zocala Group
Jim Scott Founder and Managing Partner mono
Harris Markowitz Founder A Cereal Production LLC
Jeremy Simon Director of Influencer & Partnership Marketing Attention Global
Heather Kozera Director, Digital Marketing Sidney Frank Importing Company
Eric Sass Editor, Publishers Daily MediaPost
Joey-lyn Addesa Senior Director, Strategy Mindshare
Chris Gilbert Senior Social Strategist Kettle
Nikhil Sethi Co-Founder and CEO Adaptly
Lora Stock Group Director Social and Content Strategy Campbell Ewald
Ryan Sullivan SVP, Performance Services Performics
Cat Lincoln Founder and CEO Clever Girls
Matthew Myers CEO Tidal Labs
Brian Zuercher CEO SEEN
Connie Garrido Partner EnPlay
Andrew Klein Associate Director, Social Experience & Custom Product Mediavest | Spark
Natalie Monbiot SVP Managing Partner Digital UMWW
Pete Sena Co-Founder and Chief Creative Officer Digital Surgeons
Scott Varland Vice President, Creative IPG Media Lab
Michael Civins Senior Account Manager Beeby Clark+Meyler
Monique Lemus Group Director The Media Kitchen
Kerry Perse US Director OMD
Trevor O'Brien Partner & CTO Deutsch
Christian O. Petersen Director of Product Comcast Silicon Valley Innovation Center
Sarah Fay Partner Glasswing Ventures
Benjamin Bourinat Global Director of Social Media Kinetic Worldwide
Eyan Oren CEO Block Party
Steven Young VP of Growth Marketing Grubhub