Daily Schedule of Events

Select events for online viewing at

MONDAY  9/19

SMWLA Opening & Keynote: Robert Tercek
(8:15 AM @ Paley)
http://socialmediaweek.org/ event/?event_id=678

8:15 am  Welcoming Remarks
Michael Terpin, City host of SMW LA, and Founder/CEO of SocialRadius.

9:00 am Keynote
THE MOBILE SOCIAL TSUNAMI
Welcome To Life After Mass Media
We’re in the middle of a seismic shift from mass media to two-way media, and it’s wreaking havoc on traditional advertising, marketing, retailing and even manufacturing.  This presentation explains the phenomenon in terms that every attendee will appreciate and understand.   If you are overwhelmed by information overload, or if you’re puzzled by reports of Big Media’s decline,  or curious about where the new opportunities in the information economy, don’t miss this lecture.  Attendees will learn about the emerging mobile-social-location nexus, the new value control points in the mobile ecosystem, and new technologies that will unite the virtual and real worlds.
Robert Tercek, President, General Creativity and host, THIS WEEK IN MEDIA  

How to Attract a Social Audience for Interactive TV
(10:00 AM @ Paley)
http://socialmediaweek.org/ event/?event_id=112
With TV becoming more and more interactive, how do broadcasters continue to attract a social audience while still succeeding in tune in? This panel will explore some of the challenges that exist for content providers as well as hear the success stories of some companies that have succeeded and what they have learned along the way.
Rashaun Hall, Digital Marketing Manager, Music Choice
Rob Aksman, EVP Client Management & Experience, Brightline iTV
John McCrea, GM, Tunerfish
Alan Miller, Owner, Filter Creative Group

When TV and Online Dating Hook Up with Twitter
(11:15 AM @ Paley)
http://socialmediaweek.org/ event/?event_id=680
What do you get when you add one part online dating service, (jazzed.com), one part social media marketing agency (singleymackie.com) with two parts television and comedy (excusedtv.com)? We’re still trying to figure it out too, but we do know that there is not a shortage of pickup lines on Twitter and one-line dismissals from hostess Illiza Shlesinger (@iliza)!
Join us as we discuss the successes and challenges of launching a premier online dating service and combining it with sponsorship of a new kind of dating show (Excused – rejection has never been funnier) all while leaning heavily on social media engagement and interaction to spark conversations and interest.  Moderated by world traveler and hostess-extraordinaire @adventuregirl, we will discuss highlights (and yes, even some comedic misses…) with the people behind the scenes.  This panel will be very interactive throughout and will be taking questions from the live audience and Twitter.
Stefanie Michaels, Travel Expert, AdventureGirl
Maren Nordling, Jazzed.com
Grant Hosford, Producer and Marketing Expert, Jazzed.com
Sarah Kay Hoffman, Senior Brand Manager, Singley Mackie
Matt Singley, Chief Engagement Officer, Singley Mackie

Media Hub Reception Hosted by Rodale Inc’s Women’s Health Magazine
(5:00 PM @ Paley)
http://socialmediaweek.org/event/?event_id=682

 

TUESDAY  9/20

The Mobile Marketing Revolution – Gimmick or Here to Stay?
(10:00 AM @ Ogilvy & Mather)
http://socialmediaweek.org/event/?event_id=690
Mobile device adoption has skyrocketed in recent years, providing brands with new opportunities to creatively engage consumers. From fashion to banking to fitness and more, brands are experimenting with innovative technologies like QR codes, augmented reality and 3D. But, what’s the real ROI, is there a clear technology “winner” and what concepts have staying power? This panel of experts will walk through what works, what doesn’t, and what’s on the horizon.
Adam Mirabella, Global Dir. of Digital Marketing, Nokia
Mikey Lee, Dir. of Marketing, Aurasma
Gary Schwartz, President and CEO, Impact Mobile
Rob Reed, Founder and CEO, MomentFeed
Dirk Shaw, SVP Digital Influence, Ogilvy (moderator)

Social Engagement Advertising
(12:00 PM @ Ogilvy & Mather)
http://socialmediaweek.org/event/?event_id=689
Rich media ads on social sites are generating much higher engagement rates than standard ad units.  In particular, ad experiences that deliver value to the user in exchange for interacting with brand messaging are commanding even higher rates, paving the way for the future of social engagement advertising.
Though a series of talks and a panel debate with some of the industry’s leading social advertising professionals, this session will explore how social engagement advertising and value-exchange are empowering creative marketers and media buyers to reach and engage consumers in new and innovative ways.
Panelists include:
Helen Jen, Marketing Technology Director, Ogilvy & Mather
Mike Barbeau, SVP, Account Strategy, SocialVibe
Toby Daniels, Founder & Executive Director, Social Media Week

Startups & Stilettos
(6:00 PM @ Nextspace)
http://socialmediaweek.org/event/?event_id=101
Jaclyn Mullen Media in conjunction with TheStartupCafe.com is proud to present: Startups and Stilettos™–How Three, Social Media Savvy, Female Entrepreneurs Utilize Social Tools to Pump Up Success.
Join moderator Travis Oberlander of the StartupCafe.com as he interviews Brittney Castro, CFP, Jaclyn Mullen, and Stacy McCoy—three LA based entrepreneurs each leveraging social media visibility in three very diversified industries-finance, consulting and social enterprise.
Travis Oberlander, TheStartupCafe.com Moderator
Jaclyn Mullen “The Jaclyn of All Trades” Principal, Jaclyn Mullen Media
Brittney Castro, CFP/Financially Wise Women
Stacy McCoy. Co-owner/Founder. GivetoGetJobs.com

New Technology Startup Demos & Happy Hour
(6:00 PM @ Ogilvy & Mather)
http://socialmediaweek.org/event/?event_id=692

Join this happy hour session for craft beer, wine and new technology demonstrations by the following companies:
MomentFeed @momentfeed
Viddy  @ViddyInc
Dather  @datherdotcom
44Doors  @44doors
Aurasma  @aurasma

SEO in Social Media
(7:00 PM @ Blankspaces)
http://socialmediaweek.org/event/?event_id=330
SEO and social media used to be viewed as two distinct forms of Internet marketing; at this point, however, they are much more intertwined, and the SEO in Social Media panel will tell you how — and why — you need to have an integrated approach when it comes to SEO and social media.
In addition, the panel will also discuss how social media can help SEO efforts, whether or not SEO and social media are really different forms of marketing, the progression and impact of social media in the SEO process, and how you can utilize social media to get the most out of your social media and SEO efforts.
SEO in Social Media will be moderated by former
Sean Percival, MySpace VP and founder of Lalawag.com (moderator)
Alex Becker (founder of Internet marketing company, Highly Relevant)
Sameer Bhatia (founder of Proprofs.com).

 

WEDNESDAY  9/21 

When Integrated Marketing Met Social: Love at First Like
(9:00 AM @ Paley)
http://socialmediaweek.org/event/?event_id=418
The rise of Social Media has ushered in a new era in digital marketing. Marketers who mix social strategies into marketing programs across channels like email, search and online display advertising will reap the benefits of engaged fans, larger subscription lists, and ultimately, revenue growth. And while social media is often seen as a tool for listening and broadcasting, there is a huge opportunity to take online and traditional data seriously and make use of it in sophisticated ways.
Our panel will cover:
-How brands can increase revenue using Facebook while carefully tracking attribution from the channel
-Innovative ways to connect social media with email and other marketing technologies
-Great examples of engaging digital marketing campaigns that traverse a variety of channels
Leading brands like Doc Marten, Skype, Starbucks and Neiman Marcus are reaching their best customers through the use of social and integrated digital marketing strategies. We look forward to sharing examples, case studies, trends and strategies with you during Social Media Week!  Speakers:
Mark Wallrapp, Facebook
Kevin Furlong, Experian CheetahMail
Charlie Lee, Experian Techlightenment

Brands as Publishers
(10:00 AM @ Ogilvy & Mather)
http://socialmediaweek.org/event/?event_id=695
The new reality for brands is people are consuming and creating more content in more ways than ever before. Eric Schmidt said we now generate as much information every two days as was generated from the beginning of time to 2003. Next time you stand in line at your local Starbucks notice how everyone is staring at their smart phone sending emails, updating Facebook status or reading the headlines. This combination of consumption and creation has opened new opportunities for brands that want to get into the content game.  According to AdAge 51% of marketing executives said they were already investing bigger marketing budgets. This session will explore examples of who is doing it well and strategies for increasing timeliness & relevance of content across channels.
Speaker: Colin Drummond, Senior Partner, Head of Planning, Ogilvy West

Competitive Social Media Monitoring
(11:00 AM @ Paley)
http://socialmediaweek.org/event/?event_id=808
“Social media is not only about social listening.” A deep dive on social media metrics, Facebook page metrics, how to get into the newsfeed. How to read  and analyze social media campaigns, read social media metrics, and how do you tackle the algorythms such as EdgeRank to get into the newsfeed. Practical showing of examples of how different industries are performing on Facebook.
Speaker: Jan Rezab, CEO, Social Bakers

Got Fans?  Engage Them Deeply & Frequently with Social Storytelling
(4:00 @ Ogilvy @ Mather)
http://socialmediaweek.org/event/?event_id=699
How can brands develop their own characters and make them engaging enough to become “friends” with their fans?  This session will discuss brands that have been successful using social tools to create engaging and viral campaigns.  Panelists will demonstrate methods of scripted social networking and how to tell an entertaining story through posts, images and videos.  It’s how a casual Facebook ‘like’ becomes engaged ‘Love’ with the brand and character.
Brian Seth Hurst, CEO, The Opportunity Management Company
Noam Dromi, SVP, Integrated Marketing and Social Media, New Medici
Aaron Williams, Co-Founder, CEO, Social Samba
John Heinsen, Interactive Media Peer Group Executive Committee,  Academy of Television Arts & Sciences, and CEO of Bunnygraph Entertainment
Amber J Lawson, Chairman of IMPG Membership Committee, Academy of Television Arts & Sciences

Cracking the Code of Social Entertainment with BuzzFeed & Funny or Die
(6:00 PM @ Ogilvy)
http://socialmediaweek.org/event/?event_id=698
With massive online followings, unparalleled user engagement and content that’s so viral that the common cold may as well cure itself, social entertainment platform Funny or Die and real-time web obsession tracker BuzzFeed seem to have both cracked the code on how to build a successful online entertainment property.
With beers on hand to losen lips and hopefully unlock the tightly held secrets that these companies posses, this session will offer up a platform for each company to present some of the strategies, tools and techniques that have led to their success.
Andy Wiedlin, Chief Revenue Officer, BuzzFeed
Patrick Starzan, Vice President of Marketing, Funny Or Die
Toby Daniels, Founder & Executive Director, Social Media Week

 

THURSDAY  9/22

Social Media Breakfast: Social Media Monitoring & Measurement
(7:30 AM @ Coupa Cafe)
http://socialmediaweek.org/event/?event_id=300
UNDERSTANDING HOW TO TURN DATA INTO BUSINESS INSIGHTS
This session will use real-life case studies to illustrate with examples so you’ll leave with tools, tips, strategies, and tactical capabilities to monitor and measure the success of your social media and digital communication programs. We’ll cover the hows, the whats, and the whys to social media monitoring and measurement:
Monitoring: What to monitor and why. Who and what to monitor. Where to find the audiences to monitor. Understanding what your audiences want and care about. What free social media monitoring tools to use. What paid social media monitoring tools to use. How to set-up social media monitoring searches to make sure you get what you need.
Measure: Once you have the data, how to turn it into business value. Secrets to taking data and turning it into insights. What metrics, key performance indicators (KPIs) and measurements you need. How to connect metrics, formulas and calculations. Social media ROI calculations, models, and methodologies to show business value.
About the speaker
Dr. Natalie Petouhoff is a professor at USC, teaching Social Media, PR and Marketing Measurement and ROI courses. She has served as a Forrester Analyst in Social Media, CRM (Marketing, Sales and Service) and ROI, and as the Chief Strategist for Social Media and Digital Communications, with a world-wide practice role spanning client work, practice development, and thought leadership.  She is credited with writing the world’s first social media ROI model for PR, Marketing, Product Innovation and Customer Service. She is President of Social Media Club LA (@SMCLA), participates in Girls in Tech and is a Guest Lecturer at UCLA Anderson School of Business. To follow Dr. Natalie, check out her musings on twitter.com/drnatalie; her website where she blogs about practical, how-tos social and digital,www.drnatalienews.com; and can be reached at doctornatalie [at] gmail.com.

Branding your Social Enterprise with Integrity in Social Media
(2:00 PM @ Writers Boot Camp @ Bergamot Station
http://socialmediaweek.org/event/?event_id=348
In the world of social media a brand is dynamic, not static. Interacting with consumers, potential supporters, and even naysayers can happen constantly, and on the world stage. It’s doubly hard as a social enterprise, as the values being espoused must match up across the board, including the social media space. How do you keep your social media image as consistent, and impactful without compromising mission and voice?
Speaker: Dan Portnoy, Portnoy Media Group, @DanPortnoy

Pick Me!  The Ins and Outs of Influencer Outreach
(7:00 PM @ Coloft)
http://socialmediaweek.org/event/?event_id=667
Note: Please register for this event on Eventbrite here.
Influencers wield tremendous power online — and you can learn how to leverage the power of these online “influencers” at the Influencer Outreach panel during Social Media Week. The Influencer Outreach panel will explore how to reach influencers online and effectively communicate with them.
The experts on this panel will tell you how to identify influencers by utilizing certain tools and assessing attributes, such as reach, relevance and resonance. The panel will also discuss topics of how to go about conducting influencer outreach properly with tactics that will properly engage them. Once you have developed relationships with influencers, how can you measure their impact?
Panelists
Giang Biscan, the founder of TheStartupAngel.com (moderator)
Neal Schaffer (founder of Windmills Marketing)
Matthew Arevalo (founder ofMaster Works)
Stacy Soleil (founder of Soleil Marketing Services
Rex Freiberger (founder of Highly Relevant).

 

FRIDAY  9/23

Keynote: Social Media for Social Business
(9:00 AM @ Paley)
http://socialmediaweek.org/event/?event_id=724
By now, most companies that sell to consumers have bought into the value of social media for marketing, promotions and public relations. Some are even using these new channels for customer service.  But what about companies that sell specialized products and services to select business buyers? It makes perfect sense to be on social media if you’re a consumer brand, but what if you’re a niche B2B?
Eric Schwartzman (@ericschwartzman), author of “Social Marketing to the Business Customer,” the first book devoted exclusively to the use of social media for business-to-business purposes will discuss how niche companies you’ve probably never heard of are increasing their productivity and growing their market share by social marketing to business customers. 

Using Social Media to Rediscover & Reinvent Your Brand
(10:30 AM @ Paley)
http://socialmediaweek.org/event/?event_id=387
Social media offers opportunities to take bigger and bolder risks with your brand. Marketers able to authentically capture this opportunity will breakthrough to new audiences without sacrificing brand identity. This roundtable discussion will offer insights on how brands identify niche spaces online and decide to diverge from traditional brand strategies. What are the risks in reinventing your brand through social media and what are the rewards? These issues and more will be explored during the discussion to provide key lessons to marketers looking to leverage social media as a catalyst for new brand opportunities.
Brian Wallace, Vice President, Samsung Mobile
Marco Toscana, Sr. Manager Social Media, Frontier Airlines
Anna Lingeris, Director of Public Relations, Hershey
Jared Hendler, EVP Global Director of Digital and Creative, MWW Group
Shira Lazar, Host and Executive Producer: Whats Trending

Leveraging Social Media to Drive Your Brand & Mission
(1:00 PM @ USC)
http://socialmediaweek.org/event/?event_id=351
Companies, Executives & People all take fitness and health seriously and are making waves in their respective industries by using social media.Come and see for yourself what our panelist have to say on the matter!! We will be demonstrating how companies utilize social media to grow their mission and their brands.
Also, Bumble Bee has teamed up with O2 MAX Fitness to raise money for breast cancer research while promoting a healthy lifestyle. For each mile logged, which can include walking, running or, biking, Bumble Bee will donate .10 to breast cancer research. Students will also get to test out Bumble Bee’s Facebook app, log miles and help raise money for breast cancer research while helping college students stay fit!  Speakers:
Mark Sheehan – VP , Product Development, K-Swiss:
Drisha Legitt –Executive Director – CAHPERD & Brains behind global Jumping Jack Campaign
Stephane Bardin – Marketing Director – Bumble Bee
Corrine Theile – Field Marketing, Kind
Karen Jashinsky, O2 MAX – Fitness & Media Company Founder (moderator)