Social Track

Social media is an integral part of marketing today. Twitter, Facebook, and LinkedIn cannot be ignored. From campaigns to social CRM, social media is opening doors of opportunity to engage, communicate and collaborate with your audiences. The Social track will provide in-depth insight on the leading platforms, campaign strategies and best practices for leveraging advocates and influencers. Register now and come away with the confidence to lead marketing campaigns on any social platform — from Facebook to Pinterest to YouTube.

* All content is subject to change.


Conference Sessions

Level: Advanced
Wednesday, February 13, 2:00pm - 2:45pm | Room 29D

Getting from Like to Buy

Speaker: Kevin Ryan, CEO, Motivity Marketing
Speaker: Amrita Sahasrabudhe, Director of Marketing, Aramark Parks and Destinations
Speaker: Doug Schumacher, Creative Director and Co-Founder, Zuum

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Facebook is the number one global conversational and social connecting device yet; marketers don't seem to be able to really make the connection between buying behavior and social subject matter. Everyone talks about search and social. To date, books and endless buzzwords along with a whole lot of theory in the absence of practical knowledge are the rule of the day. Join Kevin Ryan, Amrita Sahasrabudhe and Doug Schumacher to hear how an agency, client and technology company partnered to combine actual ad performance data with social subject matter analysis to more effectively communicate with their audience, harnessed user provided intelligence about buying behavior, and then applied this knowledge to help optimize multiple media initiatives.

Level: Intermediate
Wednesday, February 13, 10:00am - 10:45am | Room 29D

Raving about Rubio's: How Rubio's is Turning Brand Advocates into a Powerful Marketing Force

Speaker: Rob Fuggetta, Founder and CEO, Zuberance
Speaker: Karin Silk, VP of Marketing, Rubio's Fresh Mexican Grill

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In the social media era, power has shifted from advertising's Mad Men to millions of trusted brand advocates. Now more than ever, customer recommendations have become a crucial part of any company's success. San Diego-based, Rubio's Fresh Mexican Grill understands this movement and is turning its enthusiastic diners into a marketing force, driving positive word of mouth and boosting ratings and sales. Join this session to hear Rubio's VP of Marketing, Karin Silk and advocacy expert, Rob Fuggetta share how to find and activate your brand army.

Level: Introductory
Tuesday, February 12, 4:00pm - 4:45pm | Room 32A

Establishing Your Brand & Maximizing ROI on Pinterest

Speaker: Danny Maloney, CEO and Co-Founder, PinLeague

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As Pinterest continues to grow, it is becoming a force to be reckoned with in social commerce. Forward-thinking marketers are rapidly adopting the platform as the next frontier of social media. However, many are struggling to get traction early on. Join Danny Maloney for this session, where he'll discuss the fundamental differences between Pinterest and other platforms that should inform your strategy, then walk through case studies of what is and isn't working on Pinterest- and wrap up with advanced strategies for maximizing the ROI of your participation in Pinterest both on and off of the network. This session will be highly interactive, and will adapt to the audience, so all experience levels are welcome!

Level: Introductory
Wednesday, February 13, 2013, 9:00am - 9:45am | Room 32A

Big {Social} Data: Promise, Peril, Prediction

Speaker: Romi Mahajan, President, KKM Group; CMO, Metavana
Speaker: JJ Schmuckler, Managing Director, Global Integration, VML
Speaker: Shannon Ryan, General Manager, UBM Tech

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In this session, join Romi Mahajan, JJ Schmuckler and Shannon Ryan for an open discussion about the ways in which the "social," "big data," and their convergence are at once a treasure-trove of opportunity but also a minefield that has to be traversed with great care. As the opinions of billions of consumers worldwide find their way from being simple ideas to resulting in large corporate decisions, marketers must understand the pathways and pitfalls that make this possible. Contrary to the popularly-held notion that social data is all-important, easily accessible, and readily-decipherable, the reality is in fact far more complex. To truly make use of social big data at scale, companies need to combine high-level algorithms, a plethora of software tools, analysis frameworks, categorization taxonomies, and sentiment engines – making for a potential witches' brew of complexity; in the end, the winners will be the ones who can create simplicity out of this inherent complexity.

Level: Introductory
Wednesday, February 13, 2013, 4:00pm - 4:45pm | Room 29D

Converged Media: Its Impact and Potential

Speaker: Romi Mahajan, President, KKM Group; CMO, Metavana
Speaker: David Hargreaves, CEO, Beyond
Speaker: Michael Pranikoff, Global Director, Emerging Media, PR Newswire

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Level: Introductory
Tuesday, February 12, 2013, 4:00pm - 4:45pm | Room 31B

Scaling Social Media Engagement & Interaction

Speaker: Michael Bepko, Global Online Community Manager, Whole Foods Market
Speaker: Jordan Slabaugh, Social Media Director, Spredfast

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The concept of social business is quickly becoming a reality for companies. And a number of advantages come with adopting social media as a company to engage social customers. Your entire organization can share the responsibility of communicating on behalf of your company – beyond just marketing – to provide help to your customers, allow for feedback on products, generate new business and cultivate brand advocates. But all this excitement around new opportunities leaves one important question to be answered: how will your company roll out social media engagement so that it's scalable, coordinated and efficient?
Truly scaling social engagement for business requires organization, governance and process.
In this session, learn how big brands can embrace and expand social media to create an engaging and interactive presence, and hear from Whole Foods on lessons learned about organizational change management, creating governance that enables but protects the brand and expanding social capabilities from one to hundreds of people across the enterprise so that more people can connect with more customers.