#SMWNYC

May 5-7, 2020




The Paid Social Summit

Hosted by Social Media Week

thursday, May 2, 2019

9:50 AM - 3:55 PM

Sheraton Times Square

Stage 4

THE AGENDA:

9:50AM-10:00AM Opening Remarks
Emcee: Terry Rice, Digital Marketing Expert-in-Residence

10:00AM-10:50AM The Roadmap

Hear from platform experts who will share ad-product updates, new features and best practices in regards to leveraging the latest tools to achieve better paid social campaign results.

  • LinkedIn: with Elizabeth Kate Dieckman, Head of Portfolio PMM — This presentation will showcase LinkedIn’s advertising products, highlight recently released features, and preview upcoming new enhancements on our roadmap horizon.
  • Facebook Ads: Optimization within an Ever Changing Market with John Donahue, CEO & Founder, WLxJS — For most advertisers, the facebook ads platform has become a critical component of their advertising investment strategies. The platform has gone through a lot of change in recent years and continues to mature its offering. Gain insights on the fundamental facebook auction, and upcoming changes to the platform that can change how you optimize your spend on facebook ads.

10:50AM-11:10AM
How to Tell Stories in a Multi and Omni Channel World with IBM Watson
In this session, IBM Watson’s Jon Chang will help you combine your social media strategy with email, search, and even offline marketing campaigns.

  • Speaker: Jon Chang, Global Product Marketer, IBM Watson

11:10AM-11:35AM
Networking Break

11:35AM-12:15PM
Pathways to Success
Hear from the below brands and agencies who will share a series of case studies that unpack both successes and failures in campaign execution.

  • FOX Sports: Getting Americans to Watch the World’s Favorite Game: How FOX Sports Scored with the World Cup with Lauren Ford, Senior Director, Digital Marketing, FOX Sports
    After winning the rights to become the exclusive broadcasters for The World Cup, FOX Sports had a huge responsibility to drive viewership while overcoming a number of challenges. FOX Sports and their agency partners used paid social to drive viewership with a combination of tactics including around the clock highlight clips, a Twitter subscription program, and a dual lens AR technology. Hear about what was deemed a success as they tested new paid social strategies and beyond.
  • Grey & McCormick: Using Social Content to Steal the Super Bowl with Kenny Gold, Director, Social Media, Grey and Alia Kemet, Director, Creative & Digital Strategy, McCormick & Company
    In what qualified as the biggest marketing interception at the center of pop cultural social media conversations and attention: Frank’s RedHot was the most talked about brand on Twitter during the Super Bowl – WITHOUT a TV spot. The brand ran a contest during the game asking participants to “Put that emoji on everything,” (the cayenne pepper emoji, for Frank’s) during ads for a chance to win prizes. The response and coverage sizzled. Here, we hold a candid conversation on how powerful insights plus micro brand partnerships brought the heat.
  • Wavemaker & IKEA & Pinterest: Embracing Personalization: IKEA Delivers Tailored Catalogs through Pinterest with Kimberly Lum, Group Director, Wavemaker US, Noah Mallin, Head of Content & Experiences, Wavemaker, and Kerri Longarzo, Media Project Manager, IKEA U.S
    In partnership with Pinterest, IKEA utilized their API for a new catalog experience. The final output is an ‘IKEA Inspire My Home’ Pinterest board filled with roomscapes, ideas and products from the IKEA catalog tailored to their individual style – in other words, a custom digital catalog that is specially curated for the pinner.

12:15PM-12:50PM
Designing a “Brand to Demand” Campaign with GE
This session will focus on GE’s integrated “brand to demand” campaign by examining a unique global partnership with CNN & trade partners. Exploring the relationship between brand media and social-first content, GE joined forces with Courageous Studios to tell stories of GE Power’s technologies across six global markets, through a variety of mediums from TV to LinkedIn.

  • Nancy Briscoe, Sr. Manager, Audience Development, Global Brand Marketing, GE
  • Mike Friedman, Media Director, Giant Spoon
  • Ryan Balducci, Digital Director, Global Brand Partnerships, CNN
  • Mallory Blair, Co-Founder & CEO, Small Girls PR

12:50PM-2:05PM
Lunch Break

2:05PM-2:45PM
The Changing Landscape of Using Paid Social in Media
In the modern era of media, having a strong distribution is one of the keys to success, and having that across social is no exception. Between editorial and branded content, paid social is being used more than ever to hit viewership numbers and other guarantees.

In this session, Vox Media, Group Nine Media, The Strategist (NY Mag) and OMD gather together to take a look at how rising costs are impacting distribution, how strategies have been impacted, and discuss paid social best practices for media content.

  • Elspeth Rountree, Engagement Editor, Vox Creative, Vox Media
  • Brian Seaman, Paid Social Media Manager, Group Nine Media
  • Dana Trombley, Associate Director, eCommerce Audience Development, New York Magazine
  • Cassel Kroll, Group Strategy Director, Social & Innovation, OMD

2:50PM-3:50PM
How DTC is doing Paid Social
How Video is Driving eCommerce Sales for DTC Brands with MikMak
Hear from Rachel Tipograph, Founder & CEO of MikMak as she discusses how brands are leveraging platforms to increase conversions. With new features popping up on the major platforms every day, shoppable social media is becoming an important tactic for brands and retailers alike.

  • Rachel Tipograph, Founder & CEO, MikMak

You’d Have to be Nuts to Think Paid Social is a Good Idea for Your Next Campaign (Without Doing This Other Thing First)
Paid Social is not a silver bullet solution to your conversion needs. Building the infrastructure and ensuring you have your stack organized is a much greater determining factor in driving performance.
In this session Nuts.com Chief Growth Officer Matt Butlein will guide you through the fundamentals of building a performance driven direct-to-consumer brand and discuss why paid social is just one small component of a much larger piece of your performance marketing engine.

  • Matt Butlein, Chief Growth Officer, Nuts.com

3:50PM-4:00PM
Closing Remarks

The event is open to Standard, Premium and U25 passholders, but you must purchase your pass to #SMWNYC before February 22 to guarantee your place at The Summit. Space is limited and attendance is strictly on a pre-registration basis.

Event Location



Social Media Week

The Paid Social Summit

May 2, 2019 - 9:50 AM - 3:55 PM

Hosted by Social Media Week




Ryan Balducci

Ryan Balducci

Digital Director, Global Brand Partnerships, CNN

Mallory Blair

Mallory Blair

Co-Founder & CEO, Small Girls PR

Nancy Briscoe

Nancy Briscoe

Sr. Manager, Audience Development, Global Brand Marketing, GE

Matt Butlein

Matt Butlein

Chief Growth Officer, Nuts.com

Jon Chang

Jon Chang

Global Product Marketer, IBM Watson

changahroo
Elizabeth Kate Dieckman

Elizabeth Kate Dieckman

Head of Portfolio Marketing, LinkedIn

John Donahue

John Donahue

CEO & Founder, WLxJS

Lauren Ford

Lauren Ford

Senior Director, Digital Marketing, FOX Sports

LegendaryLPF
Mike Friedman

Mike Friedman

Media Director, Giant Spoon

Kenny Gold

Kenny Gold

Director, Social Media, Grey

Alia Kemet

Alia Kemet

Director, Creative & Digital Strategy, McCormick & Company

Cassel Kroll

Cassel Kroll

Group Strategy Director, Social & Innovation, OMD

Kerri Longarzo

Kerri Longarzo

Media Project Manager, IKEA U.S.

Kimberly Lum

Kimberly Lum

Group Director, Wavemaker US

Noah Mallin

Noah Mallin

Head of Content & Experiences, Wavemaker

Terry Rice

Terry Rice

Digital Marketing Expert-in-Residence, Entrepreneur Media

itsterryrice
Elspeth Rountree

Elspeth Rountree

Engagement Editor, Vox Creative, Vox Media

Brian Seaman

Brian Seaman

Paid Social Media Manager, Group Nine Media

Rachel Tipograph

Rachel Tipograph

Founder & CEO, MikMak

Dana Trombley

Dana Trombley

Associate Director, eCommerce Audience Development, New York Magazine