SMWNYC Day 1 Recap: Global, Authenticity, Party

Day 1 of Social Media Week NYC 2012 was literally a buzz with engaging keynotes, panels, and networking session, far too many for one person to cover. Therefore, the best SMWNYC attendee strategy, from my experience, is to pick your spots for the in-person show-ups, and cover the rest vis a vie LiveStream feed. Accordingly, I was able to hit three Day 1 sessions, hashtagging and tweeting up a #smwnyc storm along the way. Here are the highlights:

  • Managing Social Media on a Global Scale: This first Opening Day session found hosts Syncapse and Amway discussing, debating and sharing their best practices for managing a global social media presence across multiple countries and languages, with multiple stakeholders, distributors and marketers involved. The key takeaway centered around the idea that “social media fosters horizontal collaboration” within businesses. The speakers affirmed their tremendous support for this idea, and conceded that – while it’s an ideology that can be difficult to embrace at first – in the end is for the better good of the company.
  • Keynote: Valerie Buckingham on The Importance of Authenticity followed by Panel: Beyond Borders: Impact of Social Media in a Global Economy: Head of North America Marketing for Nokia Valerie Buckingham kicked off this noon event by focusing on the importance of authentic voice, asserting the idea that what you bring to the social media conversation can be enhanced by examples from around the social sphere. The panel that followed aimed to explore key trends, cultural behaviors and opportunities beyond American borders, especially in light of the accelerated pace of both innovation and appetite for interacting with brands in emerging markets. The key takeaway from this discussion was that – from a marketing perspective – as you move from market to market, you ought to ask yourself one question: do the digital tools you are utilizing tap into the regional social venues of interest? If so, then proceed.
  • Social Media Week’s Opening VIP Reception Hosted by Nokia: Crowdcentric, title sponsor Nokia, and SocialVibe hosted this lavishly awesome kick-off, invite-only opening party at the trendy Greenwich Village Country Club. Passed appetizers, complimentary libations from Heineken and Bulldog Gin, and – most importantly – exceptional conversation with engaged thought leaders made this the ideal way to properly kickoff the week.
Greg is a motivated Cornell University Hotel School alumnus, affectionately known as a Hotelie for life, with keen interests in social and digital marketing for hospitality and lifestyle brands. He’s passionate about sales and marketing in the hospitality industry, specifically as it relates to the dynamic online space. In his free time, Greg obsesses over growing his musical intellect (both modern and past-time artists apply), tennis, and running skills. Check out his lifestyle blog covering these topics at and follow him on Twitter.

A Student’s Perspective: State Your Case: Research vs. Social Analytics

Ashley Mayo is a student at Columbia’s School of Journalism. She is one of ten students providing on the ground coverage of SMWNYC- all from the student’s perspective. Ashley is providing coverage of State Your Case: Research vs. Social Analytics, sponsored by ORC International.

“You shouldn’t still be having conversations about social ROI,” said Craig Hepburn, Global Director of Social Media for Nokia. “Since having conversations with people is such an important part of your business, how could you not be doing it?”

If 2011 was about convincing companies that social media is an essential tool, 2012 is about discovering ways to track it success. Are raw analytics more valuable than sentiment? Or is sentiment the most important metric? In an intriguing debate on Monday, four executives who manage the social growth of their companies addressed these very questions.

“Our approach is among the most pragmatic,” said Jeffrey Bodzewski, Director of Social Marketing at Aspen Marketing Services. “Our clients are on the direct marketing side and they value data. We’ve been pushing to truly monetize the social experience.”

Other kinds of projects, however, need to rely more heavily on the measurement of sentiment to accurately gauge success. Taulbee Jackson, President and CEO of Raidious, a digital communications company that helps build audiences for brands, oversaw the social media channels around Super Bowl XLVI. In addition to tracking reach, amplification, influence and activity, Jackson kept a close eye on sentiment. He seemed especially proud that sentiment metrics suggested that for every two members of the Super Bowl audience who had a negative experience, three had a positive experience. Since this ratio rarely reaches two-to-one, an overwhelmingly positive sentiment suggests that Jackson’s social media efforts were a resounding success.

Ultimately, a combination of tangible metrics and sentiment provides the richest depiction of a social media campaign. And an emerging trend is getting to know exactly who an organization’s fans are.

“We’ll see an increase in the understanding of the customer,” said Bodzewski, who cited Facebook Connect as allowing companies to know not only more about their fans, but also about the social graph of those fans. “More companies will prompt for this information.”

While the panel referred to a few specific tools they use to track such social metrics—Hootsuite plugins, Radian 6,, Viral Heat, Social Motion and Socialbakers—they were quick to point out that there is no magic tool that will help a company measure social media.

“It’s so frustrating when you hear people say that social media is free,” said Hepburn. “It requires a lot of resources and a lot of effort to pull it off. You have to put a lot in to get a lot out, and that’s something a lot of social media evangelists never say.”

Devotion to such resources, however, is no longer a bonus. It’s a necessity.

“At Nokia we now pit social media at the center,” said Hepburn. “The world today is connected. Instead of starting from a traditional perspective, we’re putting social at the center and building things around it. We’re socializing everything and putting people at the center of our decisions.”


Ashley Mayo joined Golf Digest Publications in 2007. As the associate editor, her responsibilities include writing monthly equipment articles, overseeing various aspects of, and initiating social media campaigns. Mayo graduated from the University of Virginia in 2007, and she’s currently a part-time student at Columbia University’s Graduate School of Journalism, where she’s studying to get her Master of Science degree in Digital Journalism. She currently lives in NYC, where she has miraculously managed to maintain a 4 handicap.

Keynote Spotlight: Dave Gray, Founder of XPLANE

Dave Gray, Founder of XPLANE

This post is a part of a continuing series of Keynote Spotlights– check back here throughout the week for more information on the phenomenal individuals who will be gracing #SMW12 events next week!

You can hear Dave followed by Panel: Social Business by Design, hosted by Nokia, at on Wednesday February 15th from 9am-12pm at the Business & Innovation Content Hub at Bloomberg

Dave Gray is the Founder of XPLANE, the visual thinking company, and a Partner in the Dachis Group, a social business consultancy. Dave’s time is spent researching, sketching and writing on innovation, design, systems thinking, and creativity in business, as well as speaking, coaching and delivering workshops to educators, corporate clients and the public.

His latest book, Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers details more than 80 tools and techniques used by the world’s leading innovators.

He is also a founding member of VizThink, an international community of Visual Thinkers.

Click here to register for his keynote. 

See You Monday! Guide for the First Day

Before you know it, Monday will be here- do you know where you’ll be, though? In case you haven’t determined your schedule for Monday, these are some of our recommendations to get your week started off on the right foot. Events are still open, but you better register fast! With names like Don Tapscott, John Bell and Dan Abrams on the roster, we imagine these will fill up quickly.

9-9:30am at Saatchi & Saatchi Wellness: Fireside Chat: The Creative Social Revolution – What in the world is going on?

9-9:30am at Big Fuel: The Guardian Interviews, hosted on the Nokia Global Stage at Big Fuel: Don Tapscott

9:30-11:30am at Bloomberg: Keynote: John Bell, Global Managing Director at Ogilvy, on The Insidious Plot to Socialize the Enterprise

10-12pm at Saatchi & Saatchi Wellness: Keynote: Carol McCall on Big Data & The Eye of the Beholder

12-2pm at Hearst: Keynote: Dan Abrams followed by Panel: Democratizing The Conversation: The Future Of Brand Journalism In Social Media

12-2pm at JWT: Keynote: Valerie Buckingham on This is Your Brand on Ziplines: Authenticity through Social Media followed by Panel: Beyond Borders: Impact of Social Media in a Global Economy

12-12:30pm at Big Fuel: Digital Fireside Chat: Social Listening with Patricia Gottesman, CEO of Crimson Hexagon

1-2pm at Saatchi & Saatchi Wellness: Fast Forward Health presents 73 Cents followed by Q&A with Regina Holliday

2:30-3:30pm at Saatchi & Saatchi Wellness: Power to the Patient

2:30-3:30pm at Big Fuel: SMWNYC Demos in association with Techstars

3-5pm at Bloomberg: Keynote: Howard Lindzon followed by Panel: The Evolution of Reg-FD: How Social Media Has Changed Investor Relations

3-5pm at JWT: State Your Case: Research vs. Social Analytics

4-6pm at Saatchi & Saatchi Wellness: Designing For Desire

4-5pm at Big Fuel: 10×10: Educate Girls, Change the World. Accelerating social change and leveraging media, technology and innovative strategic partnerships to get there.

4:30-5:30pm at Hearst: Social Sharing and The Art of Doodling

See you Monday!

Get ‘Em While They’re Hot- New Events Added!

With nearly 200 events here in NYC, keeping up with the schedule can be a daunting, yet fun task. And sometimes you need a little extra help. Since registration opened on January 17th, we’ve added a few gems that you won’t want to miss. Check out our list and let us know which new events you’re most excited for.

The Insidious Plot to Socialize the Enterprise reveals seven insights and experiences from never-seen interviews with top business leaders at global brands like Nestle, Ford, and American Express. Brought to you by our Global Supporting Sponsor, Ogilvy & Mather and follows a keynote from their Global Managing Director, John Bell. When? Monday, 2/13 at 9-11am at our Business & Innovation Hub at Bloomberg.

Keynote: Valerie Buckingham of Nokia followed by “Beyond Borders: Impact of Social Media in Global Economy” kicks off with Global Headline Sponsor Nokia’s Director of Brand Management, Valerie Buckingham. Her keynote address will be followed by an in-depth discussion of key trends, cultural behaviors and opportunities beyond American borders. When? Monday, 2/13 at 12-2pm at our Business & Innovation Hub at Bloomberg.

Introducing NYPL Labs: Making Collections Accessible Through Collaboration comes together to rethink what a public research library can be and do and how new tools can bring together communities. When? Monday, 2/13 at 12-2pm at the New York Public Library.

Ushering Your Company into the Social Media Age features the Queens Library as a case study to help organizations and businesses learn the basics of creating a social strategy. When? Tuesday, 2/14 at 2:30-4pm at the Queens Library in LIC.

Supercharging Your Facebook Marketing, led by our Small Business Sponsor, Constant Contact, will show small businesses and organizations how to maximize their Facebook marketing and combine it with your email marketing strategy. When? Tuesday, 2/14 4:30-6:30pm at our Social & Environmental Change Hub at Thomson Reuters.

Can Media Companies Get Social? has our global media partner FT looking at how media and publishing can jump into the digital and social world. When? Wednesday, 2/15 at 2:30-3:30pm at our Global Society Hub, Big Fuel.

Branding and Social Media: The Inseparable Duo, hosted at the SVA Branding Studio, marries branding and social media- and explains why you should too. When? Wednesday, 2/15 at 6:30-8pm.

Email and Social Media: The New Rules of Engagement, another session headed up by our Small Business Sponsor, Constant Contact, highlights the changes in email marketing and what small businesses need to know. When? Wednesday, 2/15 4:30-6:30pm at our Social & Environmental Change Hub at Thomson Reuters.

How can Advertising Self-Regulation Benefit Social Media and Marketing? brings representatives from the advertising industry’s self-regulatory forum to discuss must-know aspects for companies incorporating social platforms into their advertising campaigns and marketing strategies. When? Wednesday, 2/15 at 10-11:30am at IAB Ad Lab.

HackEDU- How Tech is Disrupting Education in Order to Save It asks the founders of SkillShare, General Assembly, Unigo, and Tutorspree just how is technology transforming the future of education. When? Wednesday, 2/15 at 7:30-8:30pm at General Assembly.

Crossing the Chasm: Healthcare Innovation Matchmaking Session dives into alternative sources of funding, featuring organizations who are sources of alternative funding and healthcare innovators receiving that funding. When? Thursday, 2/16 at 3-6pm at our Health & Wellness Hub at Saatchi & Saatchi Wellness.

Creative Diaries: Why You Should be Blogging in Some Way Shape or Form pools together a diverse group of bloggers using blogs successfully to supplement or even launch their careers. When? Thursday, 2/16 at 6:30-8:30pm at Getty Images.

Register now– as events are filling up fast! And if an event you’re dying to get into is already full, there is still one other option! Don’t forget this year, for the first time, we’re offering all-access passes to either individual Hubs or to all Hubs.

Spotlight: Advisory Board Member Adam Mirabella

Adam Mirabella, twitter @AdamMirabella

Adam Mirabella is Nokia’s Global Director of Digital Marketing. He manages Social Network Marketing, Digital Marketing, and key relationships with powerhouses such as Facebook, Twitter, Google and Foursquare. His mission? Leveraging Nokia’s digital marketing worldwide to deliver a crisp, relevant message for the people Nokia serves.

Nokia‘s focus? Helping people connect. Whether through devices, services, social networks, or new products, Nokia is always on the lookout for tools to make connection easier. And with Adam’s friendly nature, it’s no wonder he’s helped them achieve success.

Before claiming his current title, Adam directed Nokia’s Ovi Music Services. Commanding worldwide music retail sales and operations (including Ovi Music Unlimited, also known as Comes With Music) was no easy task, yet Adam did so with grace and dexterity. Thanks to his efforts, unlimited music download service is now available in over thirty markets, and digital music stores can be found worldwide.

A member of Nokia’s global music management team, Adam’s love of music has become a unifying force throughout his career. Collecting top-ranking positions in places like Sony Music, Atlantic Records, and the National Association of Recording Merchandisers, we naturally wanted to learn more about the Advisory Board member who truly rocks.

What do you read for inspiration?

Books about great creative people. At the moment, I’m finishing Steve Jobs’ Biography.

What is the best part of the work you do?

The prospect of creating something that has never been done before.

And the most challenging?

The prospect of creating something that had never been done before.

What do you do to recharge?

Play guitar.

You can pick one person to have coffee with. Who would it be?

Toby Daniels. He is hard to tie down!

$1 million dollars lands in your hands. What do you do with it? 

Go for ice cream. Every day.

You can find both Adam and Nokia at Social Media Week. As Global Sponsor, Nokia’s technology will be incorporated throughout the week through real-time conversation, location check-in experiences, and mobile devices. As rock star Advisory Board member, you’ll see Adam frequenting places like Hearst and Big Fuel for healthy doses of all things music and global.




Social Media Week Announces Five Content Hubs in New York, Invites Industry to Help Curate Program

We are now two months out from Social Media Week this February 7-11, and a LOT is going on. Following yesterday’s announcement that Nokia will serve as global headline sponsor of Social Media Week, today we are pleased to announce a new twist to the week for our third weeklong event in New York: five distinct “Content Hubs,” reflecting key areas of focus for conversations on the societal impact of social media.  These five physical hubs will host daily programming and cover these themes: People and Society; Art and Culture; Business, Media, and Communications; Science and Technology; and Music, Sports and Gaming.

With today’s announcement, we are also releasing a very preliminary version of the schedule of events for New York, as well as select sponsors and keynote speakers.  Many events are still TBD and of course there are many more to come, but please take a look to get a sense of some of the exciting things to look forward to in February. The preliminary schedule can be found here:  Registration for these events will open on Tuesday, January 11, 2011.


The locations of four of the Hubs have been confirmed already with Google hosting the Science and Technology Hub; global advertising agency JWT hosting Business, Media, and Communications; The Paley Center for Media hosting People and Society; and Red Bull Space hosting Music, Sports and Gaming.  We hope to announce host Art and Culture Hub within the next week.

JWT Logo

“JWT is heavily involved with Social Media Week on a global level,” said Social Media Week Board Member David Eastman, who is Worldwide Digital Director and North American CEO at JWT.  “The conference has grown in importance and stature, much as the social media space itself has.  By hosting and participating in this essential series of events, we are helping both educate the audience as well as ourselves.”


Continuing the collaborative theme of Social Media Week, the New York organizers are looking to co-curate a significant proportion of the content by soliciting event ideas from some of the city’s leading thinkers and practitioners in the fields of social and mobile media.

Stephanie Agresta, Social Media Week board member and EVP and Managing Director of Social Media for Weber Shandwick said, “Social Media Week is leading the charge to globally scale the community of digital thought leaders driving this important channel.  By creating connections among influencers around the world, SMW is providing a valuable service to consumers and brands alike.”

In addition to Weber Shandwick, confirmed content curators in New York include: MTV, Financial Times,  New York Times, Frog Design, the New York Public Library, Edelman, the Barbarian Group, Saatchi Wellness, 360i, GOOD, The Personal Democracy Forum, Morris & King, Deep Focus, Publicity Club of New York, Fenton Communications, Wholefoods, Foodspotting, DotBox, Comedy Central and many more to be added.  Confirmed speakers include JWT’s David Eastman; Foursquare CEO Dennis Crowley; Meebo CEO Seth Sternberg; John Winsor, founder and CEO of agency Victors & Spoils; with many more to be announced.

Social Media Week New York is one of nine cities simultaneously hosting Social Media Week this year, along with London, Paris, Rome, San Francisco, Toronto, Hong Kong, São Paulo, and now Istanbul, which was added to the global lineup this week.

Global support for Social Media Week is led by mobile communications giant NOKIA, with additional support from global partners Meebo, a social platform with more than 180 million users; and JWT. Other brands involved around the world include Google,Vodafone, Oi Telecommunications (Brazil) and Fiat Motors.

The strength of Social Media Week lies in the collaborative efforts of the community.  There are many ways to get involved in the conference. To participate as a brand partner, sponsor, event host, panel speaker or volunteer, please visit:

You can see a full version of the release here:

For all press and media inquires, please contact Ben Scheim of Crowdcentric/Social Media Week at +1-347-224-3996 or by email at