New York City Dec 3-4, 2013
Given that consumers are generating over 2.5 billion images every week with Facebook and Instagram alone, a successful social media strategy is more critical than ever for influencing, enabling, and driving business forward. Whether you’re interested in harnessing the power of Pinterest for marketing campaigns, launching a branded Vine video, or jumpstarting your first Twitter initiative, Inside Social Marketing will provide you with the resources to take your social efforts to the next level.


December 3 8:30 am - 9:00 am Registration Opens and Continental Breakfast in Exhibit Hall Details »
December 3 9:00 am - 9:30 am Opening Keynote: The Viral Paradox: Hitting Viral through Serial Content - Lessons from Poopourri & Orabrush Planning on a viral video is like planning to win the lottery. Sure, it occasionally happens, but that's not a reliable, sustainable, or likely plan. Instead, take the antiviral approach. What can you do to build a sustained, long-term output of engaging content that will improve your bottom line? Using online video, Joel Ackerman and Austin Craig have launched new products (Orabrush and Orapup), reinvigorated old ones (Poo~Pourri), and Kickstarted a feature film (Life on Bitcoin). Following the anti-viral approach, they've not only built ventures from the ground up, they've paradoxically improved their chances of having truly viral video.
  • JoelAckerman Joel Ackerman Writer/Director for PooPourri,
  • AustinCraig Austin Craig Marketing Strategist,
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December 3 9:30 am - 10:15 am Toolapalooza: Audio, Video and Image Tools for Social Media Marketing Do you struggle to keep your blog and social channels topped off? Do you suffer from excessive sharing of OPC (other people’s content)? Maybe you simply don’t have the time, knowledge, or tools to create your own. Pick your excuse and get ready to confront it. You’ll leave this session empowered, and a bit overwhelmed, with the ideas, tools, and techniques you need to create audio, video, photography, and other images for your online marketing content initiatives. This presentation will include a short practical application challenge and over 100 links to tools and services. It is best suited for those who have a good grasp of technology use and are ready to be challenged with tangible ideas that can be turned into actions.
  • KevinMullett Kevin Mullett Director of Visibility and Social Media,
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December 3 10:15 am - 10:45 am Morning Break in Exhibit Hall
December 3 10:45 am - 11:30 am Boosting Your Social Marketing: The True Impact of Paying for Extra Social Exposure Most social media marketing tips revolve around best practices of a purely organic nature, but what if you're not mega-popular brand with mega-huge fans and followers? This is more than just a "fake it until you make it" strategy, it's about using the tools at your disposal to expand the reach of your messages, plus your fans and followers. This presentation will highlight two brands: one smaller brand who used Facebook promoted posts to extend it reach beyond its fans and another somewhat larger brand's use of promoted social media to increase the impact of its cause marketing efforts. Expect strategies, lessons learned, and hard numbers for these two successful campaigns.
  • JeffFerguson Jeff Ferguson CEO,
    Fang Digital Marketing
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December 3 11:30 am - 12:15 pm The New Language of Social Engagement The sheer volume of images generated on social media proves that they are now core to the social experience. Consumers are generating 2.5 billion images every week with Facebook and Instagram alone. Combine those numbers with Pinterest, Tumblr, The Fancy, Polyvore and Wanelo, and it’s clear that consumers would rather communicate with imagery to describe the things they covet (a la Pinterest) and those things in action (a la Instagram). Pinterest, is driving substantial results for brands, noted by the fact that it has become the Web’s third-largest traffic referral source with 70 percent of users on Pinterest looking for shopping inspiration. Similarly, there are 45 million photos shared on Instagram every day. This means digital marketers have to adapt to these new visual conversations, which are much more complicated to “hear.” How can a digital marketer find success in this new world of marketing without words? Join us as we discuss this profound shift in consumer behavior, highlighting its impact on brands, retailers and agencies using real-life examples.
  • ApuGupta Apu Gupta CEO & Co-founder,
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December 3 12:15 pm - 1:15 pm Lunch Break
December 3 1:15 pm - 1:45 pm AgoraPulseSponsored Session: Agora Pulse Definitive answers to the 6 most common questions marketers ask about Facebook In the 4 years that we've been involved in full time Facebook marketing, thousands upon thousands of questions have passed our way. I've singled out the 6 most common inquiries, ranging from the average number of fans reached by a Facebook post, the typical conversion rate of a Facebook app, to the best time to post content on Facebook. Our access to millions of data points provide data driven answers to all these questions. This presentation will focus on giving you the best answers to the most common questions asked about Facebook marketing. When your boss or clients ask, you’ll have the answer they need!
  • EmericErnoult Emeric Ernoult Founder/CEO,
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December 3 1:45 pm - 2:30 pm What's Next for Native Ads? Mobile, Social and Enriched From advertorials to product placements in TV shows, native ads have always been a part of advertising industry, constantly adapting and mutating to best present the brands to the right audiences. With digital, they have become affordable, scalable, terribly effective, but much less suitable for brand advertising. Their latest incarnation - social rich media ads - is finally bringing together scale, effectiveness and meaningful brand engagement. And a little bit of the old glamour.
  • adamlevineMatevz Klanjsek Co-Founder & CPO,
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December 3 2:30 pm - 3:15 pm Turning Twitter Followers Into Your Best Customers: How To Attract, Engage And Convert On Twitter The number of followers you have on Twitter has always been a hollow metric - unless you're actively engaging with and converting that community, it's simply another number. Highlighting case studies of brands and influencers that excel at using Twitter to leverage a large audience, this session will address how to best attract, engage and manage a growing community on Twitter, with concrete takeaways for amplifying your brand's reach, organizing your followers into advocates and converting interest into action.
  • JamesBorow James Borow Co-Founder and CEO,
  • RyanDavis Ryan J. Davis Vice President of Community,
  • MarcFischman Marc Fischman CEO and Co-Founder,
  • RobHarles Rob Harles Global Head, Social Media,
    Bloomberg LP
  • KevinRyan Kevin Ryan CEO,
    Motivity Marketing
  • JeffFerguson Jeff Ferguson CEO,
    Fang Digital Marketing (moderator)
Details »
December 3 3:15 pm - 3:45 pm Afternoon Break Details »
December 3 3:45 pm - 4:30 pm How Professional Sports are Monetizing through Social Media There is lots of talk these days about acquiring fans, building community, two-way conversations, etc, but significantly less is written about how these things correlate to driving the bottom line. In this panel, we'll discuss how professional sports teams and leagues measure the ROI of their social media actions and specifically what they are doing to drive incremental revenue through Twitter and Facebook. Is social media more significant for driving revenue through ticket sales or merchandise? What do sponsorship deals on Twitter and Facebook look like? We will tackle these questions and more throughout this diverse panel comprised of representatives from top professional sports organizations.
  • JasonBrown Jason Brown Marketing Director, Content Strategy,
    U.S. Tennis Association (USTA)
  • jaynebussmanwise Jayne Bussmann-Wise Digital Director,
    Brooklyn Nets & Barclays Center
  • michaelcupo Michael Cupo Director, Business Development, Social Media,
  • catymarzi John Pacino VP, Digital Media,
  • DavidCohen David Cohen Editor,
    Allfacebook (moderator)
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December 3 4:30 pm - 5:15 pm Social Marketing: Trends in Behavioral Advertising Social media marketing and advertising is one of the fastest growing areas for marketers. New technologies driving behavioral and contextual advertising are challenging the established methods. Many realize that limiting targeted marketing may lead to undesired and potentially disruptive consequences, including undermining the implicit bargain that drives the Internet: the exchange of value between consumers and content providers. However, legislators, regulators, and industry trade groups have expressed concerns over perceived abuses of the collection and use of personal data of online users that involve privacy issues that “go well beyond behavioral advertising.” With every technological development and opportunity, new legal and business risks present themselves. Understanding and minimizing these risks will help you maximize the opportunities. Attendees will learn 1) the current state of behavioral and contextual advertising, 2) risks and pitfalls with targeted advertsing, and 3) trends in legislation and regulatory compliance.
  • DavidAdler David M. Adler Partner,
    Leavens, Strand, Glover & Adler, LLC
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December 3 5:15 pm - 6:15 pm Networking Reception Share this sessionShare on Facebook Details »
December 4 8:30 am - 9:00 am Registration Opens and Continental Breakfast in Exhibit Hall
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December 4 9:00 am - 9:30 am Keynote Panel: What Can Small Businesses Learn from Big Brands on Social Media? Major brands may dominate Facebook and Twitter, but they often use marketing techniques that work well for businesses of all sizes. We'll talk with some brand managers who excel at social marketing and figure out what makes their campaigns tick.
  • JohnEaton John Eaton Founder, Tiger Jack Consulting and Co-Founder,
  • AmandaMcNaughton Amanda McNaughton CEO,
  • ElizabethSchmidt Elizabeth Schmidt Sr. Manager of Social Platforms,
  • StephanieWarner Stephanie Warner Brand Marketing Manager,
    Virgin America
  • JustinLafferty Justin Lafferty Lead Writer,
    Inside Facebook (moderator)
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December 4 9:30 am - 10:15 am Social Media Metrics: What Does it All Mean? Fans, PTAT, retweets, GRPs, last click attributed sales or whatever magic metric--- what's right for your business? In this session, we'll cut through the noise so you can spend less time on tools and endless Excel/PowerPoint gruntwork, and more time aligning your business goals with your social metrics.
  • HeatherDopson Heather Dopson Manager of Social Strategy,
  • EmericErnoult Emeric Ernoult Founder/CEO,
  • JonLoomer Jon Loomer Owner,
    Jon Loomer Digital
  • AlonWaisman Alon Waisman Social Media Operations Manager,
  • AlanKnecht Alan K'necht Partner,
    Digital Always Media Inc.
  • DennisYu Dennis Yu Chief Executive Officer,
    BlitzMetrics (moderator)
Details »
December 4 10:15 am - 10:45 am Morning Break in Exhibit Hall
December 4 10:45 am - 11:30 am Finding the Fault Line: Content, Social and Marketing Automation Marketing automation has powered a new generation of tactics, but the strategy remains the same; build a relationship with your customers, meet or exceed their expectations and humbly ask to serve them again. If the Internet is the great customer experience equalizer, how do you know when to say when with resources and technology? Are some brands missing the experience expectation entirely by going overboard with automation or bad tactics? Who’s doing it well? When should “social messaging strategy” take a back seat to creating a meaningful place to interact?
  • KevinRyan Kevin Ryan CEO,
    Motivity Marketing
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December 4 11:30 am - 12:15 pm How to Create an Engaging Social Ad Campaign? It takes more than just a few dollars and an idea to get an ad campaign off the ground. Learn from the masters of the social ad space, as they'll talk about how they turned an idea into a viral campaign.
  • LeahNaaman Leah Na'aman Marketing Manager,
  • JustinLafferty Justin Lafferty Lead Writer,
    Inside Facebook (moderator)
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December 4 12:15 pm - 12:45 pm MatomySponsored Session: Don't get left behind. How to get the most out of Facebook Mobile Facebook mobile advertising is a rapidly growing opportunity which is why it's important to define your strategy NOW. We'll discuss where Facebook mobile is heading and how you should be planning. We'll also address the capabilities available to Facebook mobile advertisers for user acquisition and user re-engagement, a technical checklist and tips, techniques and best practice for getting the most out of your campaign and how you can manage your activity at scale.
  • davidserfaty David Serfaty Director of Social,
    Matomy Media Group (Moderator)
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December 4 12:45 pm - 1:45 pm Lunch Break
December 4 1:45 pm - 2:30 pm Staying Strategic in a Busy Social World It feels like there's a new social network born every minute, but which ones do you need to be on? How do you leverage the presences you already have to build and engage your community while staying on top of new trends. A look at the current landscape, how to adapt to different networks (and which you might skip) and how to bring this all together for your community and business.
  • Al CadenaSenior Account Director,
    Beeby Clark + Meyler
  • James Gross Co-Founder,
  • ToniJones Toni Jones Social Media Director,
    U-Haul International
  • Nicholas Ledner Social Media Research, Trends, & Outreach,
  • KevinMullett Kevin Mullett Director of Visibility and Social Media,
  • MeganBerry Megan BerryHead of Consumer,
    RebelMouse (moderator)
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December 4 2:30 pm - 3:15 pm Best Practices:  Incorporating Video into Your Social Marketing With Vine, Instagram, YouTube, Vimeo all around the web, video is becoming a force in social marketing. Brands have been shunned for shoddy video campaigns, but a perfectly prepared video has the potential to go viral and give your company a wider range of exposure. How can brands take advantage of all these video channels?
  • kellyferraro Kelly Ferraro NY Market Director,
  • chrisherztog Chris Herztog Director of Digital Media,
    Definition Branding & Marketing
  • marissapick Marissa Pick Senior Social Media Marketing Manager,
    Euromoney Institutional Investor
  • JustinLafferty Justin Lafferty Lead Writer,
    Inside Facebook (moderator)
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December 4 3:15 pm - 3:45 pm Afternoon Break
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December 4 3:45 pm - 4:30 pm Utilizing Pinterest:  The Business of Social Content Curation Pinterest has shown to be a major catalyst for conversions, but many companies still don't know how to take advantage of this social network. How can it be properly leveraged and what do you need to know before starting a presence on Pinterest?  Join us for a peek at how successful brands are harnessing the power of social curation for marketing campaigns, product launches, promotions, events and every-day projects to better engage with their customers and stoke interaction with the brand.
  • RicDragon Ric Dragon Co-Founder and CEO,
  • JohnLauro John Lauro Digital Marketing Manager,
    Casio North America
  • RamanSehgal Raman Sehgal VP Client Strategy,
  • fahadkhan Fahad Khan (moderator) Founder & CEO,
    One Public
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December 4 4:30 pm - 5:15 pm What We Can Learn from TV's Top Social Campaigns When the stakes are high, like they are when launching a new show on a major TV network, it is increasingly falling on the social media team to create and execute a campaign that drives tune-in through social media buzz. From this experience social media managers at TV networks have quickly learned what works and what doesn't. Hear from them on what it takes to run a successful social campaign.
  • JosephPigato Joseph Pigato Managing Director,
  • DanielLewis Daniel N. Lewis Director of New Media Communication,
    Sesame Workshop
  • jennymunford Jenny Munford CEO & COO,
    Creative Bube Tube
  • NatanEdelsburg Natan Edelsburg Vice President,
    Sawhorse Media and Writer, Lost Remote (moderator)
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