SMWNYC Guide to Valentine’s Day

Tuesday. The big day. Some call it a day of love; some can’t wait for it to be over. But it’s a day we talk about love, likes, trust, sex, and feeling connected- mostly by women but always by passionate people. And we’re happy you’re spending Valentine’s Day with us. To make it a sweeter date for you, we’re compiling some of our picks for the day that involve all those aspects and are still open for you to register.

9am at Fenton: NGOs, Causes and the Original Interest Graphs – Interactive Panel Discussion
10am at Hearst: Digital Voyeurism: How Sharing Real Homes in Real Time is Changing the Way We Decorate
10am at Saatchi & Saatchi Wellness: Keynote: J.C. Herz on Unpacking the Quantified Self followed by Panel: The Sensor Continuum
12pm at Reuters: Keynote: Rachel Lloyd, Executive Director & Founder of Girls Educational & Mentoring Services (GEMS)
1pm at Big Fuel: Social Love: The Future of Social Media and Relationships
2pm at Thomson Reuters: The Internet and Power: Sopa, Twitter Censorship and Who We Can Trust To Protect Us
4pm at Microsoft: More than “Likes” Can Say
4:30pm at Thomson Reuters: Supercharging Your Love for Facebook Marketing
5:30pm at NYIT: She Shall Lead: Helping Women Take a Leadership Role in Social Media
5:30pm at Saatchi & Saatchi Wellness: Women, Money & Social Power: What Made The Komen Debacle A Win For Women
6pm at SVA West Side Gallery: Chocolate Tasting Networking Party for NYC’s Social Good Community
6pm at JWT: Deep Focus Presents: An Evening of “Connectedness”

Let us be your valentine, and enjoy the myriad events on relationships- the professional and personal-, marketing and social good.

Defeating the Enemy of Wellness — You

Guest post by Jacob Braude, VP of Planning at Saatchi & Saatchi Wellness

Wellness has an enemy, and despite what you may have been told, it’s not Voldemort – it’s you. And me. It’s all of us. When it comes to wellness, we are often our own greatest adversaries. But don’t get down on yourself, because it isn’t really your fault. The fault lies in your unconscious – or rather in the way your brain has evolved to divvy up responsibilities between your conscious awareness and your unconscious. First, let’s recap some of the more staggering evidence that you are the enemy of your wellness. Then we’ll talk about how your brain gets you into this mess, and we’ll introduce some of the new research and technologies that are making it easier for you to get out.

We already know that poor choices in what you eat and how often you get some exercise has led to a staggering rise in obesity – and all of the health risks and costs that come along with being overweight. But beyond that oversaturated story, we are learning that even something as widely consumed as sugar may have dramatic negative effects on our wellness – regardless of our weight. According to this lengthy and terrifying piece in the NY Times, some research indicates that sugar (which is in pretty much all processed foods these days) may be the poison that has been behind the rapid rise of heart disease, hypertension, and even cancer. In the article, they claim that sugar and high fructose corn syrup, could account for up to 80% of all cancers. There’s way too much science for me to explain that claim here, so go read it for yourself – it’s worth it (and yes, I still eat a ton of sugar).

Now that you’re sufficiently freaked out, let’s talk about your brain. The human brain is the most complex structure in the known universe. There are more connections in your brain than there are atoms in the universe. And all of that magnificent processing power runs on approximately 20 watts of electricity. Compare that to the 85,000 watts required to run IBM’s Watson (the super computer they built that recently dominated past Jeopardy champions), and you get a sense of just how remarkable your brain is. One of the most important ways your brain conserves power is to automate as much of your behavior as possible by shifting it into your unconscious. It takes a lot of energy to make a conscious decision – to sort through all of the options and make a choice. It takes very little energy to follow a pre-programmed script.

Here’s a good example: have you ever gotten in your car with the intention of going someplace, then you zoned out and realized that you had driven yourself somewhere else? Driving is a decision-intensive activity. You have to take in a lot of sensory data and make a lot of choices. How much gas, when to break, where to turn – but almost all of us can make these decisions while thinking about something completely unrelated, because these behaviors have become automated and are handled by our unconscious.

Wellness behaviors are handled the same way. What you eat. When you exercise. How you handle stress. All of these behaviors are largely automated, and once they are programmed into your unconscious, it’s ridiculously hard to re-program them. It requires persistence, effort and repeated failure. It requires willpower.

Luckily for us we live in an era where we are not just becoming aware of how our own automated behaviors are sabotaging our personal wellness, we have new technologies (like the passive monitoring FitBit or UP) and insights to help us be more successful at reprogramming ourselves. I’m going to talk about three of the big ones at Social Media Week and run a live experiment to help you understand this, on Friday 2/17 at 11am. If you can’t make it, I’ll follow up this post with more info on what I spoke about. The three I will tackle are:

Willpower. We now know from a number of experiments, that willpower is a real thing, and that it functions under similar rules as your muscles. It is fueled by glucose, it gets stronger with training and it has a finite amount of strength – meaning every conscious decision you make will make the next choice harder.

Social influence. Lots of research has begun to unearth how the people around you influence your programmed behaviors – often without you even knowing it is happening. This has big consequences for the role of social media in health and wellness.

Feedback loops. The proliferation of devices that measure our behavior, and the use of data visualization to reflect that behavior back at us in totally new ways, has rapidly accelerated our ability to deliberately reprogram our behaviors.

I’m going to wrap all this info inside an experiment to test one of the key hypotheses: that socially-enabled feedback loops can strengthen your willpower. Remember to register to attend and look out for an announcement for the beginning of the experiment. We won’t have any idea before the talk whether it will work or not, so it should be fun to see the results live.

In the mean time, please visit our Quora board on willpower and feedback loops to learn more and contribute to the conversation.

Hope to see you there.

#SMW12: Event Guides! Small Business

We’re doing all that we can this week to help you optimize your #SMW12 experience. Having Constant Contact as our Small Business Sponsor has really challenged us to focus more in this area, so, if you’re a small business and want to grow larger– these events are for you.

Noon at Thomson Reuters: Don Tapscott on Re-Civilization: Empowering Change Through Collaboration followed by Interview: The Naked Corporation Revisited
3pm at Bloomberg: Keynote: Howard Lindzon followed by Panel: The Evolution of Reg-FD: How Social Media Has Changed Investor Relations
4pm at IAB Lab: Does This Tweet Make My Brand Look Fat? New Realities of Social rEtailing
6pm at NYIT: Design For Collaboration

7:30am at Grand Hyatt Hotel: BtoB’s New York NetMarketing Breakfast
9:00am at JWT: Screw Earning Media and Start Earning Value
9:00am at Big Fuel: Guardian interview with Jalak Jobanputra
12pm at Bloomberg: Maintaining Authenticity and Transparency: How Financial Advisors Are Using Social Media to Build their Business
2:30pm at Big Fuel: Connecting Disruptive Business Models with Innovation in Business
4:30pm at Thomson Reuters: Supercharge your love for facebook marketing

Noon at Thomson Reuters: Consumer Engagement & Online Community in Social Media
1:30pm at Thomson Reuters: Crowd Sourcing Human and Monetary Capital for Social Impact
3:00pm at Bloomberg: Radical Collaboration & Entrepreneurship
4:30pm at Thomson Reuters: Email and Social Media: The New Rules of Engagement
6:30pm at NEW NYU Poly: Founder and CEO tells founding stories

12pm at Ogilvy: We’re All Social Now: Why B2B Marketers Can Get With the Conversation
3pm at Ogilvy: Social Commerce Is Here, Is Your Brand Ready?
4:00pm Webinar: Getting Started with Social Campaigns

10:30am at Hearst: Untapped Drive: How innovation and entrepreneurship is revolutionizing daily life through social media & tech platforms
12pm at JWT: How Brands Are Building Deep Connections with Professionals
3pm at Bloomberg: Keynote: Jalak Jobanputra on What in the World? The Global Startup Scene: Micro and Macro Trends Fueling Tech Growth around the World followed by NYC’s Digital Growth through Public Private Sector Innovation: The Role of Government in Fostering NYC

In addition, Small Business Sponsor will be posting a 5-part series on our global blog on how you can improve marketing for your small business or nonprofit. Keep up with it over the next few weeks and learn more about their Regional Development Director for NYC.

Event Guide: Social & Enviornmental Change

We’re doing all that we can this week to help you optimize your #smw12 experience.  While each of our hubs serve as homes for specific content areas, the number of sessions we host on a specific topic far exceeds the capacity we have in our Hubs.

To help you navigate the schedule and find sessions that are relevant and interesting for you, we’re constructing a series of guides, which we hope will surface new and interesting content you might not have otherwise been aware of.

Your Guide to Social & Environmental Change

Monday February 13th 9-11am:
The Guardian Interviews, hosted on the Nokia Global Stage at Big Fuel: Don Tapscott

Tuesday February 14th 12-2pm:
Keynote: Rachel Lloyd, Executive Director & Founder of Girls Educational & Mentoring Services

Tuesday February 14th 3-5pm:
Social Media for Social Good

Tuesday February 14th 5:30-6:30pm:
Women, Money & Social Power: What Made The Komen Debacle A Win For Women

Wednesday February 15th 9-11am:
Keynote: Alex Bogusky followed by Social Innovators Collective’s Innovative Models for Social Good Collaboration

Wednesday February 15th 1:30-2:30pm:
Crowd Sourcing Human and Monetary Capital for Social Impact, Hosted by LinkedIn

Thursday February 16th 12-2pm:
Panel: Weapons of Choice: The Design of Insurgency

Friday February 17th 10am-11am:
RAPP presents RAPPATHON – Hacking for Change: A New Way of Collaboration

Friday February 17th 1-2:30pm:
Social Media HAS Changed the World

Friday February 17th 3-4pm:
Leveraging online platforms to inspire social good

Coming up over the next couple of days, SMW Guides on Advertising & Marketing, Music, Science, Technology, Startups, Small Business & Health & Wellness.



LinkedIn In Action: Where To See Them at SMWNYC

You already knew them, so they didn’t need much of an introduction; but last week we announced LinkedIn as a partner for SMWNYC. And because we think they know a thing or two about social media, being the largest professional network and all, you should catch them in action. Here are their three sessions for SMWNYC:

Interested in creating social change? Then register for Crowdsourcing Human and Monetary Capital for Social Impact on Wednesday, February 15 at 1:30pm at our Social & Environmental Change Hub.

With an A-list lineup, hear Rachael Chong of CatchAFire, Charles Best of, Anthony De Rosa, Social Media Editor at Reuters, and Meg Garlinghouse at LinkedIn for Good chat how to create innovative channels for individuals to make a difference in the world and the challenges that still exist for nonprofits and social impact.

More interested on B2B? Then don’t miss We’re All Social Now: Why B2B Marketers Can Get With the Conversation Thursday, February 16 at 12:00 PM – 1:00 PM at our Business & Innovation Hub, hosted at Ogilvy. Explore the kind of differentiated marketing programs leading companies are putting into place and lay out the new roadmap for engaging followers in a B2B world with John Bell, Global Managing Director of Ogilvy; Ethan McCarty, Sr Manager of Digital and Social Strategy at IBM; Paul Taylor at the FT; and Jonathan Lister of LinkedIn.

Then, close out your week, with The LinkedIn Difference: How Brands Are Building Deep Connections with Professionals on Friday, February 17 at 12:00 PM – 2:00 PM at our Advertising & Marketing at JWT. Dale Durrett of LinkedIn will lead a discussion on how top brands are at the leading edge by marketing on LinkedIn and some of the emerging tools they’re using.

While you already know about it, everyone should check out Reid Hoffman, Co-Founder and Executive Chairman of LinkedIn on The StartUp of You: A revolutionary new guide to thriving in today’s fractured world of work on Friday, February 17 at 8:30 AM – 9:30 AM at our Business & Innovation Hub at Bloomberg. Reid will highlight his book and the best practices of Silicon Valley start-ups. Plus, the first 100 guests will receive a complimentary copy of The Start-up of You!

Register today. Attend the events, and tell us what you learned.

Events Guide for SMWNYC

Things get lost in the shuffle. We get it. And with less than a week to the kickoff of SMWNYC, there’s a lot going on. But to get the most out of SMWNYC, you have to be prepared. So, register NOW. Events are filling up fast, and we want your SMWNYC experience to be the best possible. If you wait to tomorrow, it just may not be open.

With everything going on, there are a handful of activities that are truly not to be missed. So, while we think you should take part in as many events as possible, we think these may help epitomize the SMWNYC experience (in no particular order):


  1. Keynote: John Bell on the Insidious Plot to Socialize the Enterprise
  2. Valerie Buckingham on This is your Brand on Ziplines: Authenticity Through Social Media
  3. Introducing NYPL Labs: Making Collections Accessible Through Collaboration
  4. Global Keynote: Don Tapscott on Re-Civilization: Empowering Change Through Collaboration


  1. Interview: John Katzman & Jeremy Johnson on The Future of Higher Education: Will Colleges Survive?
  2. Keynote: Gabe Zichermann on The Business of Fun: How Gamification Will Change Your Organization
  3. Beyond the Like: Using Real People’s Real Stories to Drive Brand Awareness
  4. Do It for Love AND Money: The SMW Valentine’s Day Guide to Riches


  1. Social TV: Opportunities for Broadcasters & Advertisers
  2. Reflecting on the 54th GRAMMY Awards- Digital Partnerships, Social Media & Innovation
  3. The Changing Face of Tech: Click Here for Beauty
  4. COMMON Pitch NYC
  5. HackEDU- How Tech is Disrupting Education in Order to Save It


  1. Keynote: Douglas Rushkoff on When Change is Always On
  2. Keynote: Rohit Bhargava on the Seductive Myth of Brand Storytelling: Why Some Work and Most Don’t


  1. In the Twitter Kitchen: A Modern Cookie Bake-off
  2. The Guardian Interviews, Hosted on the Nokia Global Stage at Big Fuel: Alec Ross
  3. How Socially-Enabled Feedback Loops are Strengthening Your Wellness
  4. Sex, Drugs, Rock and Roll: Social’s Steamy Side
  5. Left Brain Meets Right Brain- The Blueprints for a Sophisticated Social Marketing Campaign

New Events Added to SMWNYC

As we’re finalizing our robust schedule for SMWNYC, we realize some of our newer events might be overlooked. And to ensure you know all that’s happening and don’t miss a thing, we’re here to update you on these events. We think you’ll like ’em:

How to Create Facebook Custom Pages Workshop: Learn how a ‘custom’ Facebook Page can help you stand out.

Making government listen: Using Web 2.0 technology to revolutionize how we communicate with our government: Technology offers a powerful opportunity for empowerment and tech makes government more transparent and accountable.

The Agency of the Future: Hosted by our Global Supporting Sponsor, Ogilvy, we’ll discuss what new skills are needed and how they apply across key marketing and communications industries — social tv, social CRM, mobile and video distribution.

Fixing Health From the Outside In: Explore case studies on Ford’s collaboration with Healthrageous, Weight Watchers impact on “diabesity,” and Jawbone’s entry into health.

The LinkedIn Difference: How Brands Are Building Deep Connections with Professionals: Join our local sponsor, LinkedIn, for a discussion focusing on how top brands are at the leading edge by marketing on LinkedIn and hear about some of the emerging tools they’re using to carve out a significant presence on the platform.

Networking Reception with Sanofi: Sanofi and the Data Design Diabetes team invite you connect and collaborate with the next generation health tech innovators.

Fireside Chat: The Creative Social Revolution – What in the world is going on?: Join our fireside chat discussing what was breakthrough/groundbreaking in Health and Wellness this year.

Biomarkers, Technology, and Age-Reversal: Help us explore the case of Grateful Dead lyricist John Perry Barlow, who engaged in a four-month experiment to turn back the clock on decades of drinking hard, smoking, and eating a lot of processed food.

Power to the Patient: What does it mean to be a patient in 2012? Or rather, an e-patient? Join us as we debate.

Guardian Interview with Jalak, sponsored by Nokia: Don’t miss our Global Media Partner, The Guardian, as they interview one of our keynotes, Jalak Jobanputra, up close and personal.

Food + Tech: With a growing number of startups entering the food startup community, it’s not only difficult to differentiate yourselves, but also monetize your ideas. We’ll dine and chat- join us.

Buddy Media Cocktail Mixer: Cocktails. Buddy Media. Need we say more?

My Social TV App Thinks I’m My Dad: Privacy Issues In The Age of Convergence: TVs are rarely personal devices. So how do you make sure that Mom and Dad’s Cinemax movies aren’t posted to their kid’s Facebook walls? Let’s talk privacy.

More than “Likes” Can Say: Join Microsoft, as they’ve assembled a panel of people who can show and tell how people’s activities and contributions online can contribute to a better overall web experience – in some very unexpected ways!

Covering the 2012 Election Socially: With NYT, Washington Post, and CNN, this panel discussion will focus on how social media is changing the way we’re reporting the presidential election this year.

Guardian Interviews Don, sponsored by Nokia: Global Media Partner gets to know our global keynote from Canada, Don Tapscott.

We’re All Social Now: Why B2B Marketers Can Get With the Conversation: How do B2B marketers adjust their strategies? Is there a difference in the way workers interact with their professional versus personal networks online? This panel will explore the kind of differentiated marketing programs leading companies are putting into place and lay out the new roadmap for engaging followers in a B2B world.

Social Media Week’s Opening VIP Reception Hosted by Nokia: Our invite-only special opening party.

Reflecting on 2012 Grammys Digital Partnerships, Social Media and Innovation: Following the 54th GRAMMY Awards, Beverly Jackson of the GRAMMY team will head to NYC to recap the Social, Digital, and Mobile initiatives that went into planning and executing the award ceremony this year – What did and didn’t work?

We all have Influence Somewhere: The Next Great Social Media Transformation: Kred CEO Andrew Grill and a panel of senior marketers will discuss the science and philosophy behind Influence, and why used properly it is an essential tool for building rich engagements and brand loyalty.

BtoB’s New York NetMarketing Breakfast: This breakfast will feature a panel discussion between B2B marketing executives on how they’re using social media ato drive response and the tactics and tools that are working from them.

Leveraging online platforms to inspire social good: Hear from experts on how they’re taking control and making a difference in the world through their use of the internet to leverage the power of community.

Rich Media Stories: Presenting case summaries from leading brands we will demonstrate how they are using rich experiences to make their social outreach more tangible, meaningful and valuable.

Getting to the Meat of the Tweet Redux (The Meatier and Tweetier Sequel): Applying Big Data Analytics to Social Media Data, Hosted by Opera Solutions: We’ve assembled some of the best to discuss what’s state-of-the-art for applying Big Data analytics to social media data and what it all could mean for business, politics, government, and the rest of us.

Keynote: Howard Lindzon followed by Panel: The Evolution of Reg-FD: How Social Media Has Changed Investor Relations, Hosted by StockTwits: Howard Lindzon is founder and CEO of StockTwits. Howard will share insights on how firms can best leverage social media to enhance investor communications, followed by corporate communications leaders sharing their experience.

Maintaining Authenticity and Transparency: How Financial Advisors Are Using Social Media to Build their Business, Hosted by Actiance: Listen to case studies that show how financial advisors are using social to build their book of business, and discover these industry leaders’ predictions on where the industry is headed in 2012.

Retail Banking Redux: Can Social Media Create a New Paradigm?: At this event, we describe how social media, particularly Foursquare and Facebook, increases consumer loyalty and the bottom line.

Social Media HAS Changed the World: With The Red Cross and DonorsChoose, this panel takes a look at how non-profits are using social media to get the word out about their specific programs and to listen to the problems facing a community.

With events like these, you don’t want to waste any time. Register today- and tell your friends! We’re looking forward to seeing you in 6 days!

Advisory Board Member Christian Borges: Social Media has revolutionized Back-to-School; Most brands miss the boat.

Christian Borges
is the VP of Marketing at Mr. Youth, the agency known for its innovation, fresh thinking, and awesome atmosphere. He’s spent a good chunk of his career immersed in the world of communications and experiential marketing, creating cutting-edge strategies that engage consumes both online and in the physical world. His resume boasts names such as Deep FocusWeber Shandwick, Ogilvy PR, and Fleishman-Hillard, and we couldn’t be more pleased to have him as part of our SMW NYC Advisory Board.

During SMW12, Christian and his colleague David Yarus, Marketing Manager, are hosting The New College Orientation: How Social Media Has Revolutionized Back-to-School. This not-to-be-missed event at IAB‘s NYC Headquarters will take participants back to their glory days, leading them through the world of those first magical days of university life. Their format is such an interesting take on the freshman experience, we had to learn more.

Tell us more about your event!

We’ve been studying the impact of Social Media on the college consumer for years, and this year we’re revealing some of our most powerful findings to date. Essentially, back-to-school and the college orientation experience has changed dramatically as a result of social media. As soon as students receive acceptance letters in March, they immediately turn to Facebook and create online communities with their incoming class. These hyper-active communities are transforming what was once a week-long orientation in August into an extended journey, where students connect with one another and gather important information online.

By studying the conversations and overall activity across two hundred of the largest Class-of-2015 Facebook communities, we have decoded the back-to-school experience post-by-post. Our analysis reveals an unprecedented understanding of the journey through the lens, lives, and keystrokes of the students themselves. Our event features an immersive sensory experience and in-depth conversation around the findings of this study.

What inspired you?

We wanted to  move away from the typical panel and create something exciting for SMW NYC attendees. We challenged ourselves to break out of the mold and change the game. By collaborating with the IAB and students from around the world, we’ve developed an even that brings the modern back-to-school journey to life.

How many students helped you with your concept?

Ten students from around the globe met weekly for the past month through Google+ Hangouts to collaborate and concept the various builds. There are eight core conversations woven through the six month journey and our team of student creatives developed each conversation into an installation piece. That said, since this data was collected from over 54,000 threads written by over 50,000 students, we’d like to think they helped develop the concept as well.

How has school orientation changed?

Graduating high school represents one of the most formative moments of these students lives. After living under the authority of their parents, students are finally the drivers of their own car: decisions, lifestyle, and their future is up to them. When transitioning to college, students are given the opportunity to redefine who they are and can reshape the identity and reputation they’ve previously developed.

Whether this is for the better or worse is hard to say, but one thing is for certain, as soon as they arrive at school these students are free to make entirely independent purchasing decisions. They form buying patterns and brand loyalties they’ll take with them throughout life. This presents brand marketers an incredible opportunity to add value to the back-to-school journey and maintain relevance to students at the most important time in their lives.

How is the modern high school graduate student unique?

These students grew up on Facebook (since Grade 7)! They tweet, type, and text in the blink of an eye. The world has always been at their fingertips. They don’t want your logo plastered across their chest, they pride themselves on individuality. They demand authenticity and they’re immune to ad-speak. They do their homework while watching TV, chatting online, texting, and playing Words With Friends — all at the same time. Social media is part of their DNA. The question isn’t how is the modern high school student unique, but rather what elements of our own “outdated high school experience” is still applicable today?

Register online for The New College Orientation: How Social Media Has Revolutionized Back-to-School, or send a tweet to Christian or David for more information.

Spotlight on Nathaniel Perez, Head of Social Marketing at SapientNitro

Continuing our breakdown of local sponsors, we’re taking a deeper look at SapientNitro, an integrated marketing and technology company, building relationships between consumers and brands.

Nathaniel Perez, head of social marketing for SapientNitro, shares his insights on where marketing and technology are taking companies. He’ll also talk a little about how SapientNitro is challenging the way you look at education and just how they’ll be involving you in SMWNYC.

Read on, and keep up with this team on Facebook and Twitter.

How did SapientNitroSM get involved in Social Media Week? 
This is SapientNitro’s second year participating in Social Media Week NY and our first in DC, Miami, and San Francisco. The organic, collaborative approach of the festival draws people who are truly passionate about the space and are shaping its role for tomorrow. The quality of the content, the speakers, and the attendees is first class. But it’s the spirit and energy of the festival and the connections we make that bring us back.

SapientNitro has been involved with SMW NYC in the past and is continuing their involvement in SMW NYC’s Social & Environmental Change space. How is social change a part of your ethos/culture? 
SapientNitro has a human-centric mindset: from HR policies focused on human capital, to deep research skills in human-centered experience design and anthropology, to social experience. Our people are organically and heavily involved in social change and social good activities. In addition, we often takes on pro-bono work that is aimed at leveraging digital for social change, such as Malaria No More and Communication Shutdown (global autism campaign). We pride ourselves in having the heart to apply our digital skills to effect change. And we do so at SMW again, hoping to create change through a dialogue about the very things we do.

SapientNitro is a leader in integrated marketing & technology. What interesting trends are you seeing in this space and where do you see it going in the next few years? 
The next few years will not only be about harnessing Big Data, but about monetizing it. Transformation in the creative, social and digital media arenas will be required in order to make media much more reactive to trends, which we will soon be able to analyze in the moment. There will be a reversing of the social engagement model, widely moving from reactive to proactive models, with live insights always on tap.

As an international brand, what differences do you see in these trends across cultural borders and how does Sapient incorporate this into your strategies?
Technology today is the expression of human and advertising behavior. As the technology and audience landscape vary dramatically across regions, we are seeing different patterns of digital and social ecosystem formation. We study human behavior across cultures, understanding the differences in passions and pathways to engagement. Once we understand what relevant technologies will lead to the expression of local behaviors, we can activate locally relevant strategies successfully. That being said, the trends we see are global. The approaches we envision to monetize them are also global. Different regions will however require implementations that are locally sensitive, especially to language, linguistics, media behavior, social networks, social data sources and technographics.

Can you give us a sneak peek at what SapientNitro has in store for SMW NYC? 
On Tuesday, Feb 14 we’ll be leading a discussion in the Social & Environmental Change hub about the Classroom of the Future. Through a series of group exercise, videos, and discussion around new ways to get students the resources they need, we’re going to ask these innovators to envision a futuristic classroom – and we’re going to ask you to help. By the end, we want everyone to have a vision of what a socially empowered, and more equal, educational system in American could look like.

On Thursday, Feb 16 in in the same hub, we’re going to bring history to life. We’ll assemble some of the voices of both Berkeley and Zuccotti Park and explore how technology has, or hasn’t, changed social mobilization and protest over the course of 40 years. We’ll look at images, video, hear stories from the protestors, as well as members of the media, to understand how much the dynamic of civic movements has been affected by the technology boom. We want good, healthy debate, so we’ll provide opportunities for our speakers to challenge and learn from each other, as well as from you.

What are you most looking forward to regarding participating in SMW NYC again? 
Creating experiences that spark dialogue and connections, long after the festival ends. (And, we admit, the closing party is a hoot.)

Linking It All Together- LinkedIn & SMWNYC

More than 100 million users representing over 200 countries around the world. The largest professional social network. Yes, we’re talking about LinkedIn.

This year, SMWNYC is very excited to have LinkedIn on board as one of our official sponsors. What does this mean for you? Well, two pretty big things.

1. They help it all be possible- and free. Thanks to the generous support from our sponsors and partners- just like LinkedIn- events hosted directly by Social Media Week are free to attend and events hosted in conjunction with Social Media Week are primarily free or significantly subsidized. That’s a big plus.

2. They’re going all-in to bring some serious content and quality to our program. How? Co-Founder and Executive Chairman of LinkedIn, Reid Hoffman, is keynoting. And you can see him. Catch him Friday, February 17th from 8:30-9:30am at our Business & Innovation Hub at Bloomberg. He’ll be discussing how professionals- aka, you- can accelerate their careers by acting more like a start-up. Why? Well, you have to come to his session to find out. While Reid Hoffman’s keynote is a great addition, LinkedIn isn’t stopping with his session. We’ll have more information next week, but you can rest assured, LinkedIn is bringing their A-game to SMWNYC.


And did you know Reid Hoffman recently released his book, The Start-up Of You? It highlights the best practices of Silicon Valley start-ups and how you can apply them to your professional life, including how to adapt your career plans, develop a competitive advantage, and strengthen your professional network. The best part? The first 100 guests to his keynote on Friday, 2/17, will receive a complimentary copy.


Now, if you aren’t regularly using LinkedIn, you should go check it out. It’s grown tremendously in the past two years and the services it’s been rolling out are phenomenal. From their news platform LinkedIn Today to their latest app, Cardmunch, which scans your business cards and adds the information to your contacts, it’s a company worth being well-acquainted with. Join us in welcoming LinkedIn to the SMWNYC family, keep up with them on Twitter, and meet their team Friday, 2/17.

Our Advisory Board is Rock Solid. Meet Steven Rosenbaum.

With over 500 speakers, almost 300 events, over 120 event partners, and more than 60 locations (including our Content Hubs), SMW12 is promising to be nothing short of spectacular. Our Advisory Board has shown enthusiam and guidance throughout the planning process, sharing their time, ideas, and tweets to create the best Social Media Week yet. Drawing upon their colleagues and companies, they’re producing events such as:

BigScreen LittleScreen: Web Video Content Screenings and Discussion

Deep Focus Presents: An Evening of “Connectedness

Reflecting on 2012 Grammys Digital Partnerships, Social Media and Innovation

The Dawn of Companion TV

Get “Schooled” by the Class of 2015: The New College Orientation – Powered by Students, Enabled by Social 

…and more!

Needless to say, our Advisory Board members are some of the most talented, brightest people we know.

We caught up with one of our fiercest Advisory Board advocates, Steven RosenbaumCEO of, author of Curation Nation and entrepreneur-at-large with New York City Economic Development Corporation for some of his wisdom.

What do you read for inspiration?

Well, that’s changed a lot in the past few years. It used to be books, magazines, and newsletters. But now,  it isn’t “what do I read” but “who I follow” on twitter. And that’s what is exciting! I follow over 3,000 people from a wide range of disciplines: some folks from digital and social media, some from film, others from book publishing and magazines, a bunch of startups I’m watching, and some VC’s and folks from the NY tech and economic development world.  It’s a wide array, and I like it that way. They help me curate my content and provide me with a diverse mix of voices and perspectives.

What advice would you have given to yourself 5 years ago?

Five years ago, I thought I had to move to Silicon Valley to build a tech company. I ignored the “Go West, Young Man” meme, deciding that NY was the place to build my next company. I can’t tell you how happy I am I made that choice. Today, I think the Valley is great if you need to write a lot of code, but if you’re building a company that is what I call a “hyphen tech company’,” for example Fashion-Tech or Media-Tech or Advertising-Tech, then New York has critically important ingredients you can’t find elsewhere. The vibrancy of our arts, fashion, food, and finance creates a buzz on the street that can be the secret sauce for startups.

What is your favorite aspect of your work? is literally unlocking the frozen knowledge many of our partners have in their organizations. Putting powerful curation tools in the hands of publishers, brands, and organizations is making web video better. And not just a little better. TONS better. If you want to learn about what’s hot in NY, the video on New York Magazine is awesome. We power that. If you want to explore ideas worth sharing, TEDx has a collection of 10,000 incredible videos, and is the curation magic behind those pages. If you’re a brand that has something to say (like Patagonia‘s passion for the environment), video is what they’re going to use to share what they love. Plus, they’re amazing partners. For me, it isn’t about making content as much as it is about unlocking content — and making the world a better place by doing it.

What is the most challenging part of your job? 

I think that many people still think of video as the stuff they grew up on that their parents called “the boob tube.”  And I mean that in the most family-friendly way possible. They think it’s bubblegum or a time waster. But I think video has the power to transmit knowledge, share ideas, and cross boundaries and borders. It’s about breaking out of old ideas about what TV was and getting connected with all the things video can be. To share. To illuminate. To inform. That’s the coming revolution in web video, and the connection to the living room flatscreen.

So, tell us. What’s your dream job?

Easy: I’ve got it right now.


Look for other Advisory Board members throughout Social Media Week at the following events:

140 Characters Project: Lives Forever Transformed by Social Media

Socializing the NewsNGOs, Causes and the Original Interest Graphs – Interactive Panel Discussion

Getting to the Meat of the Tweet Redux (The Meatier and Tweetier Sequel): Applying Big Data Analytics to Social Media Data, Hosted by Opera Solutions

The Mobile-Social Living Room: How Emerging Media is Reviving the Live Television Experience

Creating Music for the Social Web 

Corporate Responsibility + Social Media – Are They Aligned in Your Organization

Spotlight: Keynote Jeff Dachis

A member of our Global Advisory Board. Former Chairman of Razorfish, the world’s largest digital marketing solutions firm. Founder of his namesake, the Dachis Group. He lives and breathes social- just check out his Twitter feed and you’ll know what I mean. And now, keynote for SMW NYC. It’s time you got to know Jeff Dachis.

Can you tell us a little bit about how and why you decided to get involved with Social Media Week?
Social Media Week’s unique approach to viewing the transformational effects of social business on the world through the lens of each regional epicenter strongly aligns with the way Dachis Group views Social Business. In particular, New York has quickly become the global anchor of social media, so it was the appropriate venue for Dachis Group participation in Social Media Week.

Dachis Group helps design, implement and measure social business solutions for companies. What interesting trends have you seen emerging from the intersection of business and social technology and where do you see it going in the next few years?
The evolution of social has reached a critical inflection point. Brand Marketers have historically dabbled in social, funded largely out of discretionary or experimental marketing budgets. Most organizations have quietly been tasting, testing, and trying social, trying to understand the potential social has for their brands, its unique characteristics, and how to best integrate it into the overall marketing mix. At Dachis Group, we have witnessed a transformation in the latter half of 2011 as 2012 budgets began their planning cycles. For a significant percentage, social is a material and strategic component of their 2012 marketing strategy. For some, it is at the strategic center.

This has resulted in some interesting trends:

1) The rise of performance brand marketing: Organizations are moving from likes and followers as a metric for the value of social spend and getting more sophisticated about measurement. They are talking about socials ability to quantify meaningful business benefit in terms of brand marketing business outcomes like brand love, brand awareness, mindshare, and advocacy. Social’s unique attributes of deep, meaningful two-way engagement and the quantity of data available for analysis is powering this transformation.

2) The intersection of social media insight and engagement and the connected company: Companies are harnessing social’s capacity for deep customer insight and marrying it internally with social’s ability to self-organize employees to act on insights. They are using these same social organization strategies to mobilize diverse constituencies like employees, advocates, and partners to drive large scale mobilization for social media engagement.

Let’s talk a little about the Social Business Council, the largest peer-to-peer knowledge-sharing community for active social business practitioners. How does Dachis Group run this- and how are you able to move businesses beyond competition to collaboration?
The Social Business Council crosses organizational boundaries to help peers cross-pollinate best practices and crowd source social deliverables like policies, procedures, and frameworks. It also acts as a private meeting space for the pioneers in social to network, collaborate and build connections between organizations. Finally, the Social Business Council produces pioneering research that simply isn’t possible to create through traditional mechanisms and techniques.

A strict vetting process and robust rules of engagement have created a unique estuary where competitors, partners, and highly diverse industries can come together to accelerate social business adoption.

Dachis Group develops and maintains the Social Business Index, providing the only ongoing real-time ranking, analysis, and benchmarking of Social Business adoption and performance. What surprises have you seen from the Index and how is it affecting businesses listed?
The Social Business Index is the world’s largest quantitative analysis of social business performance, measuring real-time social of 30,000 brands.

One of the most interesting observations from scale of analysis is the sheer number of effective strategies that yield successful business outcomes for large, global organizations. Some organizations use tightly orchestrated marketing campaigns with brilliant and creative social integration. Others fuel massive participation, gently injecting brand attributes and messaging into the conversation. Without the large scale analysis of the Social Business Index and the rich organizational analysis capabilities to look for trends and patterns in specific regions of the world, industries, and engagement tactics, it would be impossible to detect these emergent trends.

Where do you personally go to inspire yourself and then to inspire your company?
I get the most inspiration from some of the amazing innovation of our customer base. With over 40% of the Fortune 100 as clients, we are honored and privileged to watch the transformative power of social as it unfolds. Our internal social tools buzz daily with anecdotes from our partnerships with these organizations.

How do you personally use social and digital media and has your work influenced that?
When you look across the hundreds of Dachis Group employees, you see a similar sight. Everyone has TweetDeck, Hootsuite, and other Twitter power tools open. They all have a set of browser tabs open to the large social platforms like Google + and Facebook and well as a more personal collection of smaller or niche networks like Pinterest. That is paired with an array of internal social tools used to bind together our team, that is distributed between over a dozen offices globally and a host of mobile solutions as they flow between offices and client sites. We are an extreme example, but every Dachis Group employee lives and breathes social daily.

This year’s theme for Social Media Week is Empowering Change Through Collaboration. How are you seeing this played out locally and globally?
Social Media represents a paradox. Social provides deep intimate engagement, but an audience at Super Bowl scale. Early collaboration strategies in social for organizations to engage with their markets have been simplistic. Hundreds of tools have flooded the market to help these small social teams maximize their ability to coordinate their activities. The challenge is that they are attempting to engage with millions, tens of millions, and in some cases, hundreds of millions of fans/followers/subscribers. To engage at scale, organizations are going to have to bring other constituencies to bear. They will need to activate their employees. They will need to coordinate with their partners. They must engage their advocates. These mandates require collaboration strategies at a massive scale and are spawning innovation at a fantastic rate.

SMW NYC is fortunate to have you keynote this February. What is in store for attendees?
I’m honored to be able to participate in SMW NYC. Attendees should look forward to seeing a vision of social, inspired from the front lines of innovation and thought leadership with hundreds of the world’s leading companies. We will follow that keynote up with a pragmatic workshop to couple that insight and inspiration with tangible education to make it real for the attendee.

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.

Five Reasons to Visit the Health & Wellness Hub

In 2012, Social Media Week New York introduces the first Health & Wellness Hub to serve as a platform to empower change in health through collaboration. Hosted by Saatchi & Saatchi Wellness and curated by Luminary Labs, the Health & Wellness Hub will take place at Saatchi & Saatchi’s ground floor auditorium, and offers seating for 400 guests as well as a livestream. The event runs from February 13-17, 2012.

We spoke to Luminary Labs CEO Sara Holoubek on what’s hot at the Health & Wellness Hub.

1. It’s about people.
Given the rate at which social technologies are changing the face of healthcare, it is quite easy to get caught up in the tech. And yet solving for health is about humanity. Or as keynote Michael Graves says “People first.” We’ll kick of the week with a human-centered approach to health, from a big data to hospital design to Regina Holliday’s personal story of how she became a patient advocate. Later in the day, participants will roll up their sleeves with Jessica Hammer to learn how to design for desire in health. Also in the spirit of humanity, Johnson & Johnson will close the day with a networking cocktail reception.

2. It’s about tech.
We’re going to explore, demystify, and even challenge the role of the technology that is changing the face of healthcare. Frank Moss kicks off the day with a lively discussion of the 2012 MIT Health and Wellness Innovation Hackathon. J.C. Herz will help us unpack the quantified self, followed by a panel on the role of sensors in health. We’ll also explore gaming in the panel, “This Game Will Make You Healthier.”

3. We’ll collaborate.
There is no silver bullet in health, and change requires partnership and collaboration. Michele Polz of Sanofi and Aman Bhandari of Health & Human Services will detail how their two organizations partnered to identify new innovations in diabetes. In the afternoon, well take a look at the role of collaboration in wellness, with a keynote from Dr. Roizen of the Cleveland Clinic and a panel on how our perception of beauty affects our behavior and purchase patterns. Last, but not least, participants will get a chance to crowdsource the ideal FDA social media guidelines, as well as comment for the Physician Payment Sunshine Act.

4. We’ll Accelerate.
Jay Walker, founder of Priceline and TEDMED chairman & curator will set the stage on Thursday as startups, investors, and strategic partners converge to make it happen. We’re putting the investors in the hot seat, asking them to “pitch” the startups. Later in the day we’ll connect strategic investors and startups via an interactive matchmaking session.

5. We’re going to change the game.
We’ll wrap up the week with the ideas and case studies. Participants will get the opportunity to take part in an socially-enabled feedback experiment, learning how little acts of willpower help train your willpower muscle. The week will wrap up with Feast on Health, hosted the fabulous Jerri Chou.

Spotlight on SocialVibe

Last week, we began looking at the organizations behind SMWNYC, making it all happen. Second in our series highlighting our local sponsors is SocialVibe, digital advertising company that builds philanthropy into its core. SVP Sales of North America, Mike Barbeau tells us the story of how it evolved into an award-winning, game changing company- and the lack of singing ability on their team. Learn more about this inspiring sponsor and make sure to keep up with them online on Facebook and Twitter.

Mike, our global theme for SMW12 is “Empowering Change through Collaboration.” How does SocialVibe support this?
The theme is very fitting for what SocialVibe is doing to try to change the way advertising works today. Collaboration in digital media is something that starts in the media itself as consumers are finally being brought into the fold when it comes to advertising online. Instead of being bombarded by advertising desperate for their attention, consumers are being invited into experiences or even initiating ad experiences on their own.

This focus on a consumer’s attention is one that requires advertisers and publishers to work together to respect that attention and deliver a positive consumer experience. The beauty of this transition is that it means the experience starts with the consumer. Solving the “attention riddle” is something that requires collaboration at every level of the digital media world, and we need to empower each other with the tools and know-how to fix online advertising.

What new trends do you expect to see more of in 2012? 
From a creative standpoint, I expect to see more consumer-driven ad experiences. Not just interactive ads, but ads that are built to let the consumer truly control the experience. We’ll be seeing more ads that are built where the consumer is at the forefront and the brand is actually “helping” them get something they actually want in the form of information, offers or content. Mobile will probably be at the forefront of this as it’s the most personal platform for consumers and one in which the market is ripe for innovation. I also expect to see new forms of accepted online ad measurement and accountability making their way into digital discussions. Lastly, I think we’ll see more publishers adopting new, alternative ad models to monetize their sites and provide better experiences for their users.

SocialVibe has reinvented digital advertising, and been awarded by Forbes “Best Social Media Campaign” in 2010 for your work with Bing. Why have your campaigns been so successful, and how have you been able to engage such large number of users around brands? 
It’s actually pretty simple — we put the consumer first in the experience. By giving them something of value endemic to their online experience, we built a model around the one thing all advertisers want: consumer attention.

In exchange for social currency, access to content, or charitable donations, we’re able to drive millions of consumers to invite themselves into ad experiences. In doing so, we solved for the core goal of media anywhere — to get consumers to pay attention to a brand message. Instead of needing 1000 impressions to get a single user to see a brand message, we only need one experience to drive over a minute of active attention on a message. This performance brand advertising model guarantees that the message is actually seen, and it helps brands achieve their intended back-end effects (i.e. purchase, signup, etc.).

SocialVibe is digital advertising company with a charitable component. Can you tell us a bit more about the platform and how it got started? 
SocialVibe started out as a cause-motivated social media community where people could complete brand activities in order to generate free micro-donations to charity. The engagement advertising model that you now see across Zynga games, Pandora, IMVU and other consumer sites was born out of this innovative technology, and we’re really proud of our charity roots.


The work that SocialVibe is doing to fundraise for users’ personal causes is inspiring. How has this evolved and what have been some of the most inspirational or motivational stories from this? 
Many of us started working at SocialVibe at least in part because of the aspect of philanthropy, and it remains at the center of our culture even as we build our ad model into other types of partner sites. One of my favorite stories was very early on when the folks at PowerBar’s marketing center got a call from a consumer who wanted to thank them for supporting their cause. The call center had no idea what the consumer was talking about, and it ended up getting passed along all the way to the brand manager who had bought the campaign with us. It was a pretty fun way to show that consumers actually cared about the impact a brand could make in the real world.

We also did a campaign one year with a brand supporting Dress for Success, a non-profit that provide professional business attire for low-income women. During the campaign,SocialVibe received a call from a woman who wanted to donate boxes of clothes but didn’t have a “drop” center near her house. We ended up paying for her to ship the clothes to the nearest center, whereupon the brand got a call saying it had been their biggest individual donation from a consumer, ever. Pretty cool stuff.

What are you hoping to see in this year’s SMW? 
Besides the industry’s greatest minds bellying up to the bar, I’d love to see people working together to identify new ways to measure the digital landscape. We all need to define a metric for the industry, because online measurement seems to be heading in the wrong direction. So whether it’s on a bar napkin or in a panel, getting a few people to sketch out how we can define successes in the industry would be a great start as we head into our 3rd decade of digital media.

What can New Yorkers expect to see from SocialVibe at SMW this February? 
Hopefully no singing from any member of the SocialVibe team, no one sleeping through my panel, and also no snow. (But I can’t promise any of these.)