Day 1: Sunday, September 24th

Brunch

11:00 AM - 11:45 AM Welcome Brunch & Registration

Orientation

11:45 AM - 12:00 PM Orientation

Ice Breaker

12:00 PM - 12:20 PM Ice Breaker

Chairperson's Remarks

12:20 PM - 12:25 PM Chairperson's Opening Remarks

Scott East, CEO & Co-Founder, MSIGHTS

Scott East

CEO & Co-Founder
MSIGHTS

Opening Keynote

12:25 PM - 1:00 PM Fundamentals of Content Strategy

Orlando Lima, VP of Digital , VH1 - Viacom
Making content that generates revenue is hard, especially without a background in editorial. With the rise of branded content and increasing requests for authentic audience engagement, the ability to create winning multiplatform content is now a necessity. During a time when viewers are less loyal than ever, VH1 has tapped into content that drives audience loyalty. At the helm of the digital transformation at VH1 is Orlando Lima, who has, for the first time in the company’s digital history, found a way to not just track ROI but increase ROI through original content. Whereas content once died after a TV show aired, Lima’s strategy focuses on extending the shelf life of the network’s most engaging, most popular content.
Join our opening keynote with VH1’s VP of Strategy, Orlando Lima, for a look into the best ways to extend the digital shelf-life of your content. During our opening keynote, learn Lima’s strategies for getting the most out of original content and for increasing its shelf life in a way that impacts digital ROI. This session will explore:
  • Driving and tracking digital ROI through original content
  • Creative ways to extend the shelf-life of primary content
  • Leveraging data to pinpoint original content that holds the most value
  • How to fan the flames of engaging content by moving seamlessly across multiple platforms
  • Driving user loyalty by delivering the content they want, where they want it, how they want it

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Orlando Lima

VP of Digital
VH1 - Viacom

Plenary Session

1:00 PM - 1:30 PM Want to Change the Game in Your Organization? Build a Social Media Playbook

Jessica Jensen, Global Director of Marketing, Qualcomm Technologies
Every day, it seems that social media is getting more complex. While social media seems easy on the surface, getting it right is often a composite of internal education, tenacity and digital experimentation. Many of us remember creating our first social media communities alongside an intern and an old-school mouse. But more than a decade after Facebook was founded, social media is no longer the new kid on the block. Just as social media has grown up, so must your strategy.
Join Global Director of Marketing at Qualcomm, Jessica Jensen, for a session on developing a social media playbook. More specifically, Jensen will reveal the strategy she has used as her north star for tech giants Microsoft and Qualcomm. This session will explore:
  • How to best structure your social media teams
  • Aligning marketing priorities with social media best practices
  • Igniting and coaching your C-suite to take social media seriously
  • Educating your organization about the changing landscape of paid media


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Jessica Jensen

Global Director of Marketing
Qualcomm Technologies

Break & Business Meetings

1:35 PM - 2:05 PM Business Meetings

Break & Business Meetings

2:10 PM - 2:40 PM Business Meetings

Break & Business Meetings

2:40 PM - 2:55 PM Networking Break

Master Class A

2:55 PM - 3:40 PM Straight-Forward Approaches to Building an Audience-Driven Marketing Strategy Using Public Data

James Campbell, Senior Data Scientist & Head of New York Office, Mavens of London
Informing marketing strategies using social data has become a standard goal for many marketers, but often, existing approaches lead to broad, nebulous, and at worst, generic insights.In this session, James Campbell, Senior Data Scientist at Mavens of London, will present a checklist of practical approaches that marketers can use to find tangible insights from search and social data that can be used to outline audience-driven marketing plans. During this session, we’ll explore:

· Building nuanced personas of target audiences using consumer-derived language
· Identifying the underlying trends in user interest within the category and predicting how these will affect your go-to-market strategy.
· Using simple clustering techniques to find a natural fit between your brand and topics of interest for your consumers
· Using facial recognition AI to build demographic profiles of highly specific audience groups




James Campbell

Senior Data Scientist & Head of New York Office
Mavens of London

BrainWeave A

2:55 PM - 3:40 PM Leveraging Technologies to Create Exceptional Customer Service – AI, Chatbots, NLP & CaaP

Michael Lamb, President & Co-founder, nativeMsg
With the popularity of messaging apps and chatbots increasing at a rapid pace, opportunities to reach customers in the channel of their choice has never been more imperative. This shift in attention is creating a paradigm shift – conversation as a platform (CaaP) – that cannot be overlooked by any business.
Join Michael Lamb, President/Co-Founder of nativeMsg, for a lively and engaging discussion about how advancements in AI and messaging platforms are creating next-generation customer experience tools.

Michael Lamb

President & Co-founder
nativeMsg

Business Meetings

3:45 PM - 4:15 PM Business Meetings

Business Meetings

4:20 PM - 4:50 PM Business Meetings

Ignite Session

4:55 PM - 5:10 PM TF-IDF: Scaling Customer Acquisition Through Your Current Content

Joshua Moody, Director of R&D, 97th Floor
Google spends millions of dollars to understand what will give users the best experience possible. What if you could leverage these key findings to increase not only your traffic and customers but better polish your user experience? This is exactly what TF-IDF can do for you. The best part? You don’t even need new content in order to see significant results. By implementing TF-IDF on past content your site will perform better at scale and not bury your internal team in additional work.
In this session, learn from an award winning marketer who has spent the last five years testing digital marketing theories in order to find the most effective strategies to scale digital content performance. Learn why and how you can quickly and seamlessly implement TF-IDF in your organization and start acquiring more customers.


Joshua Moody

Director of R&D
97th Floor

Plenary Session

5:15 PM - 5:45 PM Leveraging Insights-Driven Marketing to Connect Brands with Passions

Traci Topham, SVP of Interactive Ad Sales Marketing, Scripps Networks Interactive
Scripps Networks Interactive, a leading developer of engaging lifestyle content in the home, food and travel categories for television, online and emerging platforms, creates lifestyle-focused content that puts its brand at the center of life’s moments. While Scripps Networks Interactive moves to entertain and inform, its overarching content goal is to create content that matters to the consumer. As the gap closes between linear and digital, learn how Scripps Networks Interactive is shifting how it creates stories around lifestyle audience segments and tapping into insights-driven marketing to connect brands with passions, and in turn, consumers.
Using data to drive business forward through the creation of insights to inform the content, Scripps Networks Interactive is taking its content to a new level by targeting and optimizing content campaigns that engages the user and informs the company. Join this interactive session with Traci Topham, SVP of Interactive Ad Sales at Scripps Networks Interactive, as we explore:
· Using customer data to influence strategy
· Where brands stand on data and where they’re heading
· Using technology and data to better connect with your customer
· Transforming insights into more impactful presentations

Traci Topham

SVP of Interactive Ad Sales Marketing
Scripps Networks Interactive

Networking Cocktails

5:45 PM - 6:45 PM Networking Cocktails