Unpack the Industry’s Latest Social Measurement Guidelines with IAB at #SMWNYC

Social media, including paid, owned and earned, continues to rapidly evolve, which is why Social Media Measurement Guidelines are needed to help agencies and marketers better understand the real impact of social media spend.

Recently, the Media Rating Council (MRC) issued Social Media Measurement Guidelines to help establish a detailed set of methods, definitions and common practices for organizations that measure social media activity.

Join us at SMW New York to hear leaders from IAB, Ogilvy & Mather, The Coca-Cola Company, Crowdtap, and Media Rating Council (MRC) to unpack these new guidelines, and examine its impact on the media industry. Why was it necessary to prepare these guidelines? Why it is important that we all used the same definitions to define key words? How, practically speaking, should the sell-side and buy-side use the guidelines on a daily basis?

Susan Borst, Director of Industry Initiatives at IAB, will lead this session, “Social Media Measurement: How Everyone Wins” on Tuesday, February 23rd at 9:00am at the SVA Theatre (EDU Stage).

★ Join thousands of industry leaders at SMW New York ★

About Susan Borst

Susan Borst is a Director of Industry Initiatives, heading up the Social Media, Content Marketing, Native Advertising, B2B and Games member committees to identify key challenges and opportunities for growth, and setting standards and best practices.

After 20+ years at top NYC creative agencies (Gotham, Kaplan Thaler Group, Grey Worldwide and Hill Holiday), Susan made the move to digital in 2010. At IAB, Susan leads the Social Media, Content Marketing, Native Advertising, B2B and Game Advertising committees, leading hundreds of digital publishers/platforms and technology providers to identify key challenges and opportunities for growth, and setting standards and best practices. Under her leadership, these groups have produced the IAB Native Advertising Playbook, Content Marketing Primer, Social Media Buyer’s Guide, Game Advertising Ecosystem Guide, User Generated Content guide, Building a B2B Brand Online For Dummies guide and many more.

Recent speaking engagements include OMMA Native, Business Insider Ignition, SXSW, Social Media Week in NYC and Chicago and more. She is on the jury for The Shorty Awards and the Content Marketing Institute Awards and was named one of the “15 People in NYC That are Changing Advertising That You Need to Know About” by Alley Watch (8/14) and named a “Top 50 Marketing Thought Leaders Over 50” by Brand Quarterly (2015.) She is based out of NYC and lives in CT. She is also half Icelandic, but loves Swedish Fish.

View The Initial Program Of Events for SMW New York

Social Media Week New York, now in it’s 8th year, brings together thousands of professionals in marketing, media and technology. We’re excited to announce the initial schedule and speaker lineup for SMW New York, which takes place this February 22-26.

Join us across our two official venues, and hear from organizations such as Ogilvy, Starcom MediaVest, MRY, Forbes, Mashable, MTV, The Economist, GE, Pinterest, Facebook, Snapchat, Twitter, Spotify and many more!

Register for SMW New York

If you’d like to hear from visionary speakers, and join the thousands of attendees that come to Social Media Week in New York each year, register today by purchasing your pass.

Image Credit: Izea

5 Minutes With IAB’s Jeff Fryer

SMW NYC has some incredible partners- from our event partners to hub hosts to our growing media partners. This year, we are honored to be joining up with IAB for SMW NYC. Not only is IAB the leading body in the Interactive Marketing space, but also, they love collaboration. It’s a perfect pairing! Let’s extend a warm SMW NYC welcome to the IAB team- to get us started, meet Jeff Fryer, Social Media and Marketing Manager of IAB.

Jeff, how did IAB get involved in Social Media Week?
IAB has become more and more active in programing in Social Media Week, from last year hosting a SMW NYC session on social retail and brand marketing loyalty to our event at The Onion’s new offices for SMW Chicago about the amusing interplay between paid, owned, and earned media.

This year, we’re glad to put forth two sold-out events during Social Media Week NYC – an Author’s Roundtable with speakers who’ve literally ‘wrote the book’ on social, and a ‘Mobilecultural’ session at which leading agencies and marketers will discuss how they’ve been able to reach the emerging mobile, social, and multicultural users that marketers and brands are very hungry to connect with right now.

IAB is thrilled to be the Official Media Sponsor for Social Media Week New York 2013. The Interactive Advertising Bureau has had many of the brightest minds in social media working together since 2007 in a committee to develop, move forward, and educate the digital industry about social media in advertising. Along the way we’ve released best practices, buyers guides, delved into why people even share online, hosted tweetchats about paid/owned/earned media, and worked with our Data Council to recently demistify social data. As social media continues to reinvent how business marketing, we have a lot of very exciting challenges ahead.

We’re also honored at IAB that we just announced our Head of Brand Initiatives, Peter Minnium, to the Real-Time Academy marketing jury that select the winners for the prestigious Shorty Awards.

This year, our global theme is “Open & Connected: Principles for a Collaborative World.” How does IAB embody or support this idea?
With a global network of 37 national IABs and 2 regional ones, we are actively engaged with helping our members become digital influencers worldwide. It is through worldwide collaboration and cooperation that IAB continues to build strong markets, make digital standards fluid across borders, influence public policy, and produce world-class events.

Further demonstrating our dedication to “Thinking Global – Acting Global” IAB is partnered with Social Media Week from New York all the way through Singapore, where IAB Singapore is a local media sponsor and is moderating a few events.

(Map of IAB’s Global Network)


A core focus of SMW is collaboration. IAB brings together leaders in the interactive advertising space to help grow the industry and research best practices. Why is the collaborative approach so crucial?
As a trade association, collaborative relationships are at the heart of what our members embody. We have 20 committees & councils in our membership who are responsible for working together to develop solutions that improve the entire interactive advertising ecosystem. Team collaboration is critical to release a POV to the marketplace at large.

What are some of the most creative and successful interactive campaigns you’ve seen?
I have to be very careful how I answer this, as IAB does the MIXX Awards! I will say that I was impressed by the team that did the Oreos’ on-the-fly “Blackout Bowl” advertising during the Super Bowl. If you look past the tweet and pull back the curtains a bit, what really impressed me was the ability of the brand and its agencies to work together, ready to react in real-time during one of advertising’s biggest nights of the year. It demonstrates the potential future of social – we are for evermore in the world of reactive, real-time advertising and even ‘next morning’ could be too late.

Where do you see the interactive advertising space heading?
Participation with interactive advertising will continue to grow, but with a more advanced relationship. As the next generation of digital advertisers look for a way to innovate and reach through technology, new creative canvasses will also have to be adopted. That’s one of the reasons IAB has created its Rising Stars program – to challenge the ecosystem to reinvent old ad portfolios and build new opportunities for global brands and digital marketers.

Digital advertising will also continue to seismically shift towards mobile. More people are becoming comfortable with using their mobile devices, and advertisers have recognized they need to meet these users wherever, whenever, and however they are. As a sign that advertising dollars have started to flow where consumers are, U.S. mobile revenue doubled in 2012. At the same time, the dividing line between “mobile” and “not mobile” media and advertising is steadily wearing away – marketers and media companies alike will increasingly think about reaching the right audience wherever they are, across different screens, not siloing them based on what device they happen to be using.


IAB recently worked with MMA to release mobile phone creative guidelines for ads. Why are initiatives like this important to the field?
The mobile phone creative guidelines will make mobile ad buying and selling easier and more efficient, by establishing clear standard ad units that sellers can build into their mobile websites and apps, and buyers can design ad creative for. Agencies and marketers have long asked the IAB to include mobile ad sizes among our standard ad units, and this will address that industry need. Working with the MMA means that both trade associations with standardize around the same set of ad specs, ensuring we are all pulling in the same direction, in favor of faster mobile ad growth.

What are you most excited about for SMW NYC?
Is it a copout to say “everything”?

As the person responsible for the strategy & execution for IAB’s multiple social media presences, there are so many awesome events to attend. SMW NYC is like Social Media Mardi Gras for someone like me.

If forced to pick something, I’m intrigued by Emily Steel’s conversation with Jeff Dachis about the future of pre-purchase intent through social, and the ‘Engagement Through Imagery’ event at Curalate. Innovation through creative visual storytelling such as photos and videos will continue to become even larger in the coming year.

Social Media Week, here I come!

A New Year and 6 Ways you can Get Involved in Social Media Week New York

With Social Media Week New York just five weeks away, we wanted to remind you that there is still plenty of time to get involved and play an integral role in the February conference.  Here are six specific ways you can get involved to help kick things off:

1) Host or curate a session

Join past hosts including New York Times, WIRED, MoMA, IDEO, Time Inc., or, alternatively, submit a session idea to anyone of the five content hubs, including Science & Technology at Google, Business, Media & Communications at JWT, People and Society at The Paley Center for Media, Art & Culture at Hearst Corporation and Music, Gaming & Sports at the Red Bull Space.  Events are typically two hours in length and range from traditional panel discussions, interactive workshops, panels, presentations, interviews, debates etc.  To register, simply click on the link below.  Once your session is approved, we add it to the schedule and promote through all of our media channels.

Register your event here.

2) Share your ideas with the world and register to speak

With more than 150 events planned for Social Media Week New York, there are plenty of opportunities for you to share your ideas and connect with our audience of more than 5,000 hyper-social influencers.

Past Social Media Week speakers have included Dennis Crowley, Co-founder & CEO, foursquare; Chris Anderson, Editor in Chief, WIREDSir Ken Robinson, Author of The Element: How Finding Your Passion Changes Everything; Chris Hughes, Co-founder of Facebook; Courtney Holt, President, MySpace Music; Dave Stewart,  Musician & Entrepreneur, Eurythmics; Seth Sternberg, CEO, Meebo; Dick Glover, President & CEO, Funny-or-Die; ?uest Love, Band member, The Roots; Alec Ross, Senior Adviser, Innovation in the Office of Secretary of State Hillary Clinton; and Tye Montague, Former President of JWT.

Register to speak here

3) Sponsor a Content Hub

Across the five Content Hubs, we have a number of compelling ways for brands to connect with our audience of hyper-social influencers.  Hub sponsorship includes branding and signage, event curation, speaking and presenting opportunities, product and/or service integration and a week-long opportunity to engage in conversation with more than 2,000 Hub attendees.  Hub sessions are all live streamed and packaged and distributed online.

For more information and for a full sponsorship prospectus, please email Toby Daniels.

4) Sponsor an event or hub session

This option is ideal if your brand is interested in sponsoring a single session at one of the Hubs, or one of the events taking place elsewhere in the city.  Event sponsorship includes signage, presence at the event, participation in the curation of the content, speaking opportunities.  Select events are live streamed and packaged and distributed online.

For more information and for a full sponsorship prospectus, please email Toby Daniels.

5) Host a party

At night, Social Media Week New York lights up with parties taking place throughout the city.  Kicking things off in style this year, we’re excited to be hosting the opening reception at the New York Public Library, with things drawing to a close at the Closing Party on the Friday night at a soon-to-be-named location.  If your company is interested in hosting something during the week, then we’d love to support you.

Register your party here

6) Join our network of bloggers & provide coverage

Social Media Week is building a growing network of bloggers and journalists who regularly contribute to both the global and local sites. As part of our editorial coverage we provide in-depth analysis and profiles on our partners, sponsors, speakers and other important contributors.  If you are interested in contributing, we’d love to hear from you.

Register to join the editorial team here

Don’t forget, if you want real-time updates, please follow @smwnyc for New York specific information and @socialmediaweek for global updates.  Also, join us over on Facebook, where we host additional content, discussions and attendee polls.