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Day 1 — Wednesday, October 2, 2013 | Day 2 — Thursday, October 3, 2013 | Day 3 — Friday, October 4, 2013
Day 1 – Wednesday, October 2, 2013
| 8:30am – 8:45am | Welcome & Opening Remarks |
| 8:45am – 9:30am |
KEYNOTE TBD Session description coming soon. Speaker TBD |
| 9:30am – 10:00am |
MAIN STAGE Content 2020: The Coca-Cola Company’s Approach to Liquid and Linked Marketing Platform Thinking “Liquid and Linked” is a strategy that places a new emphasis on dynamic storytelling to connect with people across multiple connection points. Coca-Cola has a legacy of powerful storytelling that goes back 125 years. The increase in distributed creativity and technology has forced a complete review of how the Company approaches the development and production of content. For the Company to continue to be a driver of popular culture, it requires embracing the challenge of relinquishing creative control to consumers while maintaining a strong brand identity.
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| 10:00am – 10:30am | Networking Break |
| 10:30am – 11:00am |
MAIN STAGE Winning in Mobile in a Multi-Screen World We live in a multi-screen world where people are constantly connected throughout the day, and switching between devices is commonplace. In fact, according to to a recent Google study, 90% of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV. During this keynote, Tim Reis, Head of Mobile and Social Americas at Google, will discuss this new multi-screen reality, how we used these devices together and what that means for the way that businesses connect with consumers.
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| 11:00am – 11:30am |
MAIN STAGE “Device Checks” to “Pullbacks”: Decoding the Multi-Screener for Advertisers
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| 11:30am – 12:00pm |
MAIN STAGE Reimagining Customer Interaction in the Age of Instant, Anywhere Access
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| 12:00pm – 1:20pm | Lunch |
| 1:20pm – 3:10pm | |
| 1:20pm – 1:50pm |
Track: Me Marketing
“Me” Marketing: Get Ready for the Promise of Real-Time, Context-Aware Promotions in Consumer Goods A future is coming where grocery shoppers will get personalized, real-time offers while they are in store, powered by what Gartner calls Context-Aware Computing. In this session, Gartner will lay out the ecosystem for this future, the associated benefits and risks, and what you can do to get ready for it.
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| 1:20pm – 1:50pm | |
| 2:00pm – 3:10pm |
Track: Me Marketing
Workshop: How to Leverage Context Awareness in Your Marketing Approach A future is coming where grocery shoppers will get personalized, real-time offers while they are in store, powered by Context-Aware Computing and what Gartner calls The Nexus of Forces – the convergence of social, mobile, information and cloud. In this workshop, participants will use Gartner’s Me Marketing framework and technology ecosystem to help them identify opportunities to leverage technology and introduce more context awareness into their marketing approach, regardless of industry.
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| 3:10pm – 3:40pm | Networking Break |
| 3:40pm – 4:10pm |
MAIN STAGE Domino’s Digital Dominance
Dennis Maloney |
| 4:20pm – 4:50pm |
MAIN STAGE Relevance at Renaissance: Using Contextual Content to Drive Awareness and Engagement
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| 5:00pm – 5:30pm |
MAIN STAGE Three Forgotten Strategies of Content Marketing Consumers are inundated with content 24/7/365 on the Web, on their devices, in their social networks. How can you ensure that your content rises above the rest? By making it contextually relevant. This session explores the importance of demographic, behavioral, transactional and other data to deliver more relevant customer experiences.
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| 5:30pm – 7:00pm |
Cocktails |
Day 2 – Thursday, October 3, 2013
| 8:30am – 8:45am | Welcome & Opening Remarks |
| 8:45am – 9:30am |
MAIN STAGE TBD
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| 9:30am – 10:00am |
MAIN STAGE Multi-Screen Campaign Measurement
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| 10:00am – 10:30am | Networking Break |
| 10:30am – 11:00am |
MAIN STAGE Men Lie, Women Lie, Numbers Don’t Marketing used to be very easy, set it high and let it fly. Three networks, but only a few TV shows that could reach the majority of your audience. Today, marketers are faced with thousands of options to reach their consumer. The importance of data and how it reaches and optimizes your target audience should be the top priority when developing marketing plans. While most marketers are being asked to do more with less, the reliance on using data to tell a story is important and vital. Hear how Hasbro makes data as fun as the brands it produces.
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| 11:00am – 11:30am |
MAIN STAGE Effective Consumer Engagement through Use of the Mobile Channel Whether for business or simply for pleasure, mobile has had a major impact on air travel. More and more companies today are using this channel for services, commerce, and marketing. And with the ever changing landscape of innovation and technology, they are now more than ever embracing these capabilities as well as extending their brand through these channels. Session topics include:
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| 11:30am – 12:00pm |
MAIN STAGE The Neuroscience Behind the Emotional Impact of Second Screens The Ipsos Centre for Neuroscience and Emotion and Innerscope Research are expert at understanding human emotional response to all types of marketing and media stimuli. Together they have partnered in studies of second screens leading to identifying best practices to engage audiences in the “New Normal” of simultaneous multi-screen engagement. They also reveal a new understanding of psychological changes these multiple screens can create. This session will share a study of how simultaneous media consumption across multiple screens affects early technology adopters, studied across 2 days in their lives. It also address specifically how second screens impact television viewing for news, comedy and sports programming. Creatively, the presence of multiple screens needs to be tackled head-on and Moses and Levine will share unique knowledge on how to enhance message breakthrough under this new viewing reality .
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| 12:00pm – 1:20pm | Lunch |
| 1:20pm – 3:10pm |
Track: Contextual Content Marketing
Context-Aware Content Marketing Microsoft used to ask “Where do you want to go today?” Today that question has changed to “Where are you right now?” Consumers now expect content to be enriched with contextual relevance—using their devices, location, presence, social attributes, and even behavior to meet their immediate needs. But let’s face it. As marketers, we’re not remotely ready for that level of sophistication. Our tools, our processes and our strategies will be fundamentally shifted by this. So, let’s combine those two questions. Where do we want to be today? Let’s explore how, as communicators, we can use context to make our content and marketing better. Let’s look at companies and strategies that are successfully utilizing context as part of their overall content and marketing strategy. And while we may not be ready to make our full content available as an API service today, let’s explore a few real, actionable plans that we can put in place to start deploying these strategies in our own businesses immediately.
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| 1:20pm – 1:50pm | |
| 1:20pm – 1:50pm | |
| 2:00pm – 2:30pm | |
| 2:40pm – 3:10pm | |
| 2:40pm – 3:10pm |
Track: Data-Driven Storytelling
The Future of Storytelling Content creators are racing to understand how their audiences are—and want to be—using multiple platforms to follow stories in ways that enhance content experiences and deepen engagement. And, as the Web has become increasingly real-time and interactive, so have audiences’ expectations about how participatory both content and Latitude Research conducted an international, multi-phase study over the course of 2012 – 2013 to answer this question, uncovering key audience targets, unmet needs, and opportunities for the future of second screen and transmedia storytelling. What do different audiences desire, and how can tomorrow’s storytellers deliver? This presentation will address the following questions:
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| 3:10pm – 3:40pm | Networking Break |
| 3:40pm – 4:10pm |
MAIN STAGE Why Context Is King: Evolving Beyond Personalization Today’s customers are connected in more places, on more devices, and for more time than ever. This unprecedented access to information can increase the frequency of interactions and deepen engagement throughout the customer journey. But getting this right requires that firms unify the experience for their customers by meeting specific needs that are defined by who the customer is, what they’ve done in the past, and what they’re doing at the moment. In this session, find out how Forrester defines “contextualization”, how firms are tackling the issue, and why they must aggregate the vast amount of data about their customers to deliver the right content, to the right user, at the right time and on the right device.
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| 4:20pm – 4:50pm |
MAIN STAGE How Multi-Screen Consumers are Changing Media Dynamics
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| 5:00pm – 5:30pm |
MAIN STAGE How the Brain Perceives Context Is it working? Which half of my ad spend am I wasting?—No matter how trite they might seem, how many times we’ve heard them, these questions keep being asked because they’re based on the question of effectiveness as one of the oldest and most difficult that marketers confront. Why do I remember that Super Bowl Chimpanzee but not what he was selling me? It’s made even more difficult by the fact that knowing whether something is working often only creates another, even more difficult problem—why is it (or isn’t it) working? In this session, Pranav Yadav, CEO of Neuro-Insight US, discusses how neuromarketing helps answer these questions and others both online and offline. By using passive, granular measurements of the audience’s brain response, neuromarketing—and specifically Neuro-Insight’s unique, patented and independently validated technology—can give unparalleled insights into media and advertiser effectiveness, and into contextual effects—helping to optimize media, evaluate contextual value, and build 360 degree strategies. And, since no method can be proven without results, see results from a major recent study comparing online content and adbreak effectiveness—presented by Stephanie Fried, VP Research and Insights at VEVO.
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| 5:30pm – 7:00pm |
Cocktails |
Day 3 – Friday, October 4, 2013
| 8:30am – 9:15am |
MAIN STAGE The Age of Context CoAuthors Shel Israel and Robert Scoble discuss their new book Age of Context and the business trends that are reshaping work and life. The book will examine five forces:
And how nearly all software will use them to become our closer with users, than users are with their own family members. They will examine the impact of the coming contextual web on marketing and advertising; travel and entertainment; cars, the home, health and just about everything else.
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| 9:15am – 9:45am |
MAIN STAGE
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| 9:45am – 10:15am |
MAIN STAGE Building Connected Experiences Across Multiple Screens
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| 10:15am – 10:30am | Networking Break |
| 10:30am – 11:00am |
MAIN STAGE The New Path to Purchase Mobile and digital fundamentally change the path to purchase and offer both brands and retailers an opportunity to start conversations outside the store and carry them inside. Thanks to digital media, we have many more touch points with consumers and opportunities to influence the user along the path. The future holds an opportunity to measure and personalize throughout the conversation and then allow users to amplify and socialize their experiences. Additionally, this has a major impact on loyalty and what it means in today’s world. Purchase is no longer the only way we measure and quantify loyalty. If you are brand or retailer, this is a topic that will hold great importance in how you design your marketing and loyalty moving forward.
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| 11:00am – 11:30am |
MAIN STAGE Citi’s Multi-Channel, Multi-Screen, Multi-Product Approach to Digital Acquisition Louis Cohen |
| 11:30am – 12:00pm |
MAIN STAGE The Future of Video in Multi-Screen Consumer Engagement
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| 12:00pm – 12:30pm |
Wrap Up
Video. Text. Webpages. Social Media. Digital Campaigns. They all make up your “digital presence.” But what’s the glue? What makes a digital presence an awesome experience, regardless of device, that keeps your audience emotionally engaged? First, it’s storytelling. That’s right, good, ole narrative. But telling a story, even though it’s different than broadcasting a message, isn’t enough anymore either. You need something else. A tougher glue. You need context. When your story takes advantage of the channel and how it’s relevant to your audience (their location, their behavior, their history, and even their friends), your digital presence can go from zero to hero. In this keynote, you’ll learn how the concepts and practices of the past two days of presenters all connect and how some of today’s biggest brands are already “gluing” them together to make an awesome digital presence.
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