Tuesday, October 23, 2012
9:00 AM – 9:30 AM | FutureM/IMS Keynote – Why CEOs are Terrified of New Digital Technology and What to do About It
From the CEO to the CMO to the IT Department, it’s not just about marketing anymore. How do companies survive and thrive in a world where the old ways of marketing aren’t getting it done?Brand marketing didn’t change much for fifty years. We built an entire global marketing and advertising industry on a tried and true set of beliefs and practices. We created an entire class of “experts” — people who could reliably develop and implement programs designed to get attention, increase awareness, change minds, build brand personality, create preference, and in the end, persuade people to believe in our brands. In short– to create customers.
There aren’t any experts anymore. The explosion of new media over the past five years has completely overturned the apple cart. Instead of answers, we have questions: Is social over-hyped or critically important? Is television still king or is it dying? Is mobile the next wave or will people be turned off by ads on their phones? And on and on and on.
Clark Kokich has been dealing with these questions for over a decade, first as president of Avenue A, then as CEO and now chairman of Razorfish. He’s worked with clients like Apple, Best Buy, Levi’s, and Microsoft as they deal with these tricky issues. Along the way he developed innovative observations and principles which point the way to the future.
In his riveting speeches, Clark demonstrates how imperative it is to implement marketing strategies that truly matter to customers, and to stop relying solely on one-way advertising and promotion. It is not a new idea, but the fact is, despite widespread agreement that “doing” is now more important than just “saying”, it is still very difficult to find examples of major brands which have successfully made the shift.
In order to succeed in this new environment, Clark shows audiences how the entire industry–clients, agencies, and media– must undergo a bottom-up change in approach. New organizations. New people. New processes. New financial models. New culture. Anything less than radical change leads to certain failure.
Clark outlines the challenges faced by the industry, presents some inspirational and successful case histories, and most importantly, presents a roadmap for succeeding in an ever-shifting media and consumer landscape.
This session is a must-see for anyone who is seeking to understand where we have been, where we are now, and where we need to go in the future.
Clark Kokich, Chairman of Razorfish
9:30 AM - 10:00 AM | The Impact Equation
You were told to “just get on the social networks” and you’d be successful. Start a Facebook page and you can just start cashing checks. But that didn’t happen. Why not? Because you didn’t have enough information, and you had too many conflicting goals.
The Impact Equation is a simple formula for a complex challenge: getting a unique idea seen by a platform of value, and having that idea be cared about (and responded to) by a community that matters. If you’re selling, this is the new digital method (based on thousands of years of offline behavior). If you’re promoting, here’s how you rise above the noise.
Starting from the big ideas and moving down to actionable “recipe cards” for success, Chris Brogan will share with you the steps you need to rise above the noise. .
Presenter: Chris Brogan, President, Human Business Works
10:30 am – 11:00 am | Morning Keynote: Content Drives the New Enterprise Marketing
Allen Bonde, CMO, The Pulse Network
10:30 am – 11:00 am | Morning Keynote: The Mobile Revolution – What Every Company Needs to Know
The proliferation of smartphone usage and “mobile computing” are each redefining the way marketers have learned to capitalize on inbound marketing. Traditional advertising and emerging media marketing are each in play with an audience that is consistently on-the-go. Successful navigation through these shifts in technology and behavior will be realized through a new breed of integrated creative, strategy and “big data.” Let’s discuss what the mobile revolution means to all marketers and how we can leverage a more “human” way of communication.
Tim Hayden, SVP, Edelman Digital
11:00 am – 11:30 am| Web Content Management – the State of the Market
Contrary to some recent media buzz and analyst propaganda, WCM is far from dead. In fact, it is still quite far from commoditization. The differences between the best WCM platforms and industry-average products is enormous, especially in the areas that matter most to those responsible for delivering marketing campaigns, building online brand equity, and creating multi-channel digital strategies. These areas include usability, platform flexibility, integration with enterprise marketing applications, and the like. In this session, we will demonstrate how good WCM underlies a high percentage of such initiatives, and how distinguishing the best WCM products from others can be of huge consequence to everyone involved in the digital experience lifecycle.
Moderator: Tony White, Founder, Ars Logica
11:00 am – 11:30 am | Building Video Campaigns
Moderator: Jeff Whatcott, CMO, Brightcove
11:35 am – 12:00 pm| Insider Tips on Inbound Marketing: How To Get Leads and Customers
Dharmesh Shah, Co-founder, HubSpot
11:35 am – 12:00 pm| Building a Mobile Focused Inbound Strategy
Rick Bakas, Founder, Bakas Media
12:05 pm – 12:50 pm| Executive Brief Live!
Track one featuring case studies from Bill Schick, Principal, Mesh Interactive Agency and Jon Powell, Leader/Manager, Marketing and Sales Funnel Optimization, MECLABS
Track two featuring case studies from Corissa St. Laurent, Director, Regional Development, Constant Contact, and Ilene Aginsky, Marketing Program Manager, Intel.
1:50 pm – 2:15 pm| 5 Areas of Focus for Maximum Bottom Line Growth
Nelson Bruton, President, Interchanges
1:50 pm – 2:15 pm| The New Twitter and How it Fits in Your Inbound Marketing Toolbox
Are you getting as much leverage as you could from your inbound marketing efforts on Twitter? Learn to use it to get found, convert AND analyze your results correctly. Pursue the right goals. Measure the right things. Gain firsthand insight from the lead author of Twitter for Dummies and the Founder of oneforty.com.
Laura Fitton, Inbound Marketing Evangelist, HubSpot
2:20 pm – 2:50 pm| Expert Panel: Agile Marketing
“The future of marketing is Agile! Today, marketers are challenged by rapidly changing markets and priorities, the disruption and proliferation of channels of communication, and the necessity of having to do more with less. Agile Marketing addresses these problems and produces measureable improvements in weeks, not years.
Agile Marketing is a set of values, principles and processes for managing marketing that focuses on the customer experience, aligns marketing with the goals of the organization, allows marketers to get stuff done in a series of rapid, focused sprints, and documents the results with transparency and accountability. Come learn about Agile Marketing.
Moderator: Jim Ewel, Principal, Agile Marketing
Featuring Frank Days, Vice President of Marketing, Correlsense; Scott Brinker President & CTO of Ion Interactive, Thomas Hynes, Manager, Blogger Relations, PR Newswire
2:20 pm – 2:50 pm| Expert Panel: Location Marketing
Ubiquity of mobile devices and the empowerment to roam free from desks has created just as endless the number of ways to connect and communicate. We now have interactive, social and location-specific tools in our hands that help and determine the very ways we live and buy. Cameras, touchscreens and “mobile” behavior are dictating which apps, tools and technologies see the most use. How will you reach, engage and convert sales at the intersection of local, social and mobile?
Moderated by Tim Hayden, SVP, Edelman Digital
Featuring Rich Brooks, President, Flyte New Media; Matt Peters, Co-Founder and Creative Director, Pandemic Labs
3:00 pm – 3:40 pm |IMS expert panel – Expert Panel: What’s Next for Advertising?
Moderated by Rob O’Regan, Editor, eMediaVitals.com featuring Cameron Brown, CEO, King Fish Media; Eric Kim, Founder & CEO, Twlah; Seth Besmertnik, CEO, Conductor
3:00 pm – 3:40 pm |Lifecycle Marketing: How Systems and Software Transform Small Businesses from Hunters to Harvesters
Lifecycle Marketing has become a foundational concept in modern business, yet one that remains little known and underutilized by small businesses. At the same time, cloud computing and SaaS solutions have made state-of-the-art sales and marketing automation attainable for small businesses. By combining systematic marketing principles with affordable, easy to master marketing technology, small businesses have an unprecedented opportunity to transform from surviving to thriving.
This presentation will demystify the seven-step Lifecycle Marketing process and demonstrate how to animate it through integrated sales and marketing automation.
Jay Pinkert, Director of Content, Infusionsoft
3:50 pm – 4:10 pm | Fan Marketing and Social Listening
Facebook contests can be a fun way to reward and grow your fan base and even start to enable social commerce. Yet, beyond Facebook and Twitter, where should social marketers focus their campaign dollars, as new options like Pinterest and Instagram come on the scene? And how do we know what types of campaigns (and what types of content) will resonate with our target audience to drive word of mouth and more conversions? We’ll tackle these questions and more with our panel of CEOs.
Moderated by Allen Bonde, CMO, The Pulse Network
featuring Mike Lewis, VP of Marketing and Sales, Awareness; Timothy O’Conner, Regional Sales Manager, Sprinklr
3:50 pm – 4:10 pm | Executive Brief Live!
Featuring case study from John Doyle, Director of Technology & Communications, Alure Home Improvements
4:10 pm – 4:30 pm | Executive Brief Live!
Featuring case study from PaperThin: How to Create an Unforgettable Brand
Remember that book you couldn’t put down? That movie you didn’t want to end? Or that Great Uncle you could listen to all night? Great storytelling is an undeniable art. And the basic principles of storytelling are also the same principles behind the brands you know and love. Join Greg as he will give you the tools required to move and inspire your customers with a great brand story. See how Greg and his team at Monaco Lange have built brands like Girl Scouts of the USA and Open Skies and City College of New York through storytelling, extending those brands via digital and social strategies.Greg Monaco
Partner, Brand Coach Monaco Lange
3:50 pm – 4:10 pm | Executive Brief Live!
Featuring case studies from Featuring case study from John Doyle, Director of Technology & Communications, Alure Home Improvements
4:50 pm – 5:30 pm| FutureM/IMS Keynote – Digital Disruption. Why No One is Equipped For the New Era of Marketing
During this provocative presentation, Shiv Singh will discuss why marketers, agencies, venture capitalists, startups and media companies continue to struggle to adapt to a world that is going increasingly digital. The role of real-time marketing, the changing of business models, the separation of brands from products and how driving advocacy, purchase intent and selling is changing. He’ll also discuss how Facebook can turn into a $100 stock very quickly.
Shiv Singh, Global Head of Digital for PepsiCo
5:00 PM – 6:00 PM | Networking Reception
WEDNESDAY, October 24, 2012
8:45 am – 9:25 am| FutureM/IMS Keynote: Digital Marketing in the Political Arena Fireside Chat
As the presidential election approaches, what can marketers learn from Barack Obama and Mitt Romney¹s digital campaigns? Moderated by Dorie Clark, a former political journalist and spokeswoman for Howard Dean¹s groundbreaking presidential campaign, this session will explore current best practices, the difference between digital marketing in the political and business realms, and emerging trends we can expect to see in 2013 and beyond.
Moderator: Dorie Clark, CEO, Clark Strategic Communications
Featuring Nicco Mele, Harvard Kennedy School; Michael Scharge, MIT Center for Digital Business
9:45 am – 10:15 am | Morning Keynote: Key Insights from Aberdeen Marketing Research
Trip Kucera, Senior Research Analyst, Aberdeen Group
9:45 am – 10:15 am | Morning Keynote: The Rising Role of Video Content in Digital Marketing
We’re consuming more video content online than ever before – And a lot of it is advertising. Some we watch by choice while the rest is generally forced on us. Yet when users are given a choice, ad effectiveness metrics skyrocket. With Facebook now as the secondmost popular video site and YouTube as the third largest search engine, brands have “choice-based” alternatives to standard pre-roll advertising that leverage the inherent interactive capabilities of the web, social media, and mobile. And when combined with the reach of television, a cross-media video experience can reward brands with the coveted 1+1=3 effect in their marketing efforts.
Mike Proulx, SVP, Hill Holiday
10:20 am – 10:45 am| Expert Panel: Measuring Influence
Brands are increasing their efforts to identify and activate the most relevant influencers to extend the reach and engagement of their inbound marketing initiatives. While there is no shortage of ways to measure influence, there is little consensus about how influence can best be quantified — if at all. This panel will explore the parameters brands need to consider when assessing influence based on what has shown to work. We’ll look at the reliance of some on two-digit influence scores, while others apply more subjective measures to find those of most value to their brands.
Neil Glassman, CMO, CMP.LY
featuring Andrew Roberts, CEO, Ephox; Todd Grossman, VP of Sales and Client Services, MultiVu; Lisa Larranaga, Social Media Manager, Cision
10:20 am – 10:45 am| Measuring Online Video Campaigns
Bettina Hein, Founder and CEO, Pixability
10:50 am – 11:15 am| Enterprise Web sites – Connecting with the New Channels:
Today’s customers engage with your organization through a growing variety of channels. Your website is just one of them –don’t forget social media, mobile and e-mail. Understanding the customer journey across these channels is essential to the success of any marketing organization. In this session we will look at key recommendations you need to consider as you get started in multichannel engagement.
Thomas Robbins, Chief Evangelist, Kentico CMS
11:15 am – 11:40 pm | Executive Brief Live!
Track one featuring case study from Jill Talvensaari, Strategic Marketing and Product Management, IO Integration
Track two featuring Content Marketing Case Studies Learned from 3,000+ Customers with Byron White, CEO, ideaLaunch
12:00 pm – 12:45 pm | FutureM/IMS Keynote – How to avoid digital fads and focus on things that work.
jetBlue Airways exists to provide superior service, a product that inspires and a brand that has a mission in the air travel industry.
This mission is simple, bring humanity back to a business that forgot it long ago. jetBlue knows in order to be successful it has to inspire and lead and not fall for fads, but instead remain focused on breaking through the clutter with things that work . Digital innovation is at
the heart of jetBlue’s DNA and plays a vital role in jetBlue’s mission.
Marty St. George, Senior Vice President of Marketing & Commercial Strategy for jetBlue will discuss the enormous opportunities as well as the significant challenges facing the brand and industry in using digital today and tomorrow while staying true to the brand’s mission and avoiding the pitfalls of fads.
Marty St. George, SVP of Marketing and Commercial Strategy at JetBlue
1:45 pm – 2:15 pm |General Keynote: Community Building and the Future of Agencies Fireside Chat
Larry Weber, Chairman, Racepoint Group and Butch Stearns, CCO, The Pulse Network
2:25 pm – 3:10 pm | Expert Panel: The Future of Corporate Websites
How are social networks influencing the evolution of Corporate websites? In the future, business websites will be less about promoting canned content and become more about integrating “users” and “consumers”’ personal networks into the sales cycle. As consumers demand more interactive relationships with brands, how should your corporate website respond? In this expert panel, our panelists will discuss best practices that will help you adapt your business to this changing landscape.
Scott Liewehr, President, Digital Clarity Group
featuring Hassan Bawab, Founder and CEO, Magic Logix; Mike Telem, VP Business Development, Insightera; Stephen Sanzo, Director of Marketing and Business Development, Isovera
2:25 pm – 3:10 pm | Expert Panel: Social TV
Moderated by Mike Proulx, SVP, Hill Holliday
3:35 pm – 4:00pm | The New Thought Leadership – Establishing our Personal Brand in a Social World
Dorie Clark, Forbes & HBR contributor, consultant
Social media provides unprecedented opportunities for executives to build their personal brands and develop a reputation as thought leaders. Drawing on her popular Harvard Business Review article and forthcoming HBR Press book, Reinventing You: Define Your Brand, Imagine Your Future, Clark will outline concrete strategies you can follow to create powerful content, leverage the power of the echo chamber, attract the notice of opinion leaders, and build an engaged following.
3:35 pm – 4:00pm | Expert Panel: Social CRM
Social CRM is all the rage lately. Virtually every vendor has reclassified as a “SCRM Vendor” and most organizations are trying to figure out what Social CRM is, how it works, and how it benefits their organization. Come to this session to get answers about what Social CRM is, who are the players in the market, how does it work, what you need to know, and how your marketing organization and your entire enterprise will benefit from it. Bring your questions, have the experts in the field answer them.
Moderator: Trip Kucera, Senior Research Analyst, Aberdeen Group
Featuring Mike Lewis, VP of Marketing and Sales, Awareness; Jamie Anderson, Director of Global Solutions Marketing, SAP
4:10 pm – 4:35 pm | Building Mobile Websites – Tools and Tips:
Featuring Steffan Berelowitz, CEO, BlueTrain Mobile; Chris Chodnicki, CTO, R2I; Gary Spirer, Founder, Questionmine;
4:10 pm – 4:35 pm | Web Content Management – What’s Next?
As the digital experience management, customer experience management, and marketing automation markets develop, WCM — as a fundamental underlying technology — is evolving in ways that vicariously affect the corporate bottom line. Among the most interesting of these are WCM’s enablement of mobile content management, digital channel unification, and social campaigns. In this session, we will share with you what’s on the leading WCM vendors’ product roadmaps for the next 12 months, and give you our perspective on the most significant upcoming WCM platform developments. In the process, we will also give you some insight into the current state of bleeding-edge online brand management, with examples from some of the world’s brand powerhouses.
Moderated by Tony White, Founder, Ars Logica
Featuring Solodev, Bridgeline, Ektron, Kentico and SiteCore
4:40 pm – 5:10 pm | General Keynote: The Future of Media – a Fireside Chat
Moderator: Butch Stearns, CCO, The Pulse Network
Featuring David Wade, Co-anchor, WBZ-TV News (CBS Boston)
5:10 pm – 5:25 pm | General Closing: What We Have Learned and Looking Forward to IMS NYC
As we wrap up IMS Boston, our panel will reflect on what they have seen and heard during their 2 days at the Hynes Convention Center. Where is inbound marketing headed in 2013 and beyond? And what is in the works for IMS New York next year? There’s lots to discuss, and lots in store!