2012 Chicago Digital Collective Agenda
Private Networking Dinner: April 17, 2012
6:00 PM Private Networking Dinner
The Digital Collective: April 18, 2012
Check-in & Networking Breakfast
Moderator's Opening Comments
Opening Keynote
Using Digital and Social Media to Increase Fan Engagement Around Sponsorship and Media Assets
The days of having a multi-million dollar sponsorship and nothing more than a :15 spot to support that asset are over. As brands continue to seek ways to maximize fan engagement, innovators are looking to digital and social media as a primary tool to establishing that authentic connection with their consumers; to do that, it is essential that marketers focus on creating a contextually relevant and impactful digital marketing strategy, as that will ultimately lead to an increased value and ROI on that investment.
Nowhere is that more evident right now than with media buys and sports and entertainment sponsorships. We will discuss this larger trend, its impact on your business and highlight best practices illustrated by real case studies within NASCAR as well as other sports and entertainment categories.
Nowhere is that more evident right now than with media buys and sports and entertainment sponsorships. We will discuss this larger trend, its impact on your business and highlight best practices illustrated by real case studies within NASCAR as well as other sports and entertainment categories.
Discussion Group A
Moving Beyond High Score in Fans and Followers
Outscoring your competition in Facebook Fans or Twitter Followers is an easy benchmark to claim a "successful" social media presence. But realistically, most brands will never have 1 million fans or even 500,000. Recent studies also question the percent of Fans/Followers actually engaging with you on a regular basis. And don't even try typing "Value of a Fan" or "Facebook ROI" into a search engine"¦
If you can't rely on your social channels to reach broadcast-level audiences, then should you really bother maintaining a branded presence? This session will discuss alternative ways to leverage your fans, followers, and +1s to have a real impact on marketing programs and sales.
If you can't rely on your social channels to reach broadcast-level audiences, then should you really bother maintaining a branded presence? This session will discuss alternative ways to leverage your fans, followers, and +1s to have a real impact on marketing programs and sales.
Discussion Group B
Lead Scoring and Nurturing in B2B Environments: Why Can't We Get it Right?
Aaah, the sweet smell of lead scoring. Isn't that what we all should be doing, especially if we're in B2B where good leads are precious and need to be fostered and nourished until the dragon slayers (our sales colleagues) can be called in? Well, yes – but it seems incredibly hard to find best practices for lead scoring in global B2B firms as soon as it comes to system integration: your corporate website, campaign websites, social media channels, marketing automation systems, SEO/SEM campaigns, and most importantly, CRM systems.
In this session, we'll explore how we can change the way our marketing departments think about ROI and discuss why is it so hard to agree with sales on an SLA when it comes to leads. Additionally, we'll address how we can change the way IT supports the marketing efforts and how much technical expertise you really need on your team. Please be prepared to share your failures, insights and questions in this discussion group.
In this session, we'll explore how we can change the way our marketing departments think about ROI and discuss why is it so hard to agree with sales on an SLA when it comes to leads. Additionally, we'll address how we can change the way IT supports the marketing efforts and how much technical expertise you really need on your team. Please be prepared to share your failures, insights and questions in this discussion group.
Discussion Group C
Leading Digital Transformation in a Non-Digital Organization
Congratulations! You are hired as new head of Digital Marketing, eCommerce, eBusiness, Digital...fill in the blank "...". With such great talent on board, your new CEO/boss made the announcements and expects you to propel their organization along the digital curve straight to the front page of "Fast Company" and millions of dollars in incremental and innovation driven revenue....in 6 months. Sounds familiar? Exciting? Scary? Misunderstood? Sign me up!
In this discussion we will cover the topics of leadership and organizational change management in the context of digital transformation within a traditional non-digital organization. We will examine key success factors and highlight common pitfalls along the journey. Topics of interest include "new digital head" 90 day plan, building key relationships, developing a sense of urgency and a roadmap. We'll also discuss how to create an aligned digital vision, managing sponsors, key stakeholders and talent. And ultimately how to mobilize the organization and create wins.
In this discussion we will cover the topics of leadership and organizational change management in the context of digital transformation within a traditional non-digital organization. We will examine key success factors and highlight common pitfalls along the journey. Topics of interest include "new digital head" 90 day plan, building key relationships, developing a sense of urgency and a roadmap. We'll also discuss how to create an aligned digital vision, managing sponsors, key stakeholders and talent. And ultimately how to mobilize the organization and create wins.
Networking Break
Lunch Keynote
Devastating Explosions: How Old Spice Wins With Engagement
How did a brand that was in danger of becoming "Your Father's Oldsmobile" right itself and become as well known to young men now as it was in the early 1950's? Through consumer insights, brand positioning, content development and risk taking (yes, risk taking at a CPG company), Old Spice is indeed back and bigger than ever. During this session we'll explore what drove the resurgence of the brand and how using its voice across digital assets was the key to driving Old Spice to such heights. Oh, and there will be explosions, gratuitous yelling, sarcasm, and possibly a man on a horse. Buckle Up!
Networking Lunch
Discussion Group A
The Evolution of the Paid, Owned, Earned Marketing Model
The model of paid, owned and earned media has evolved. Integration of all three has shaken up the media landscape in ways that benefit consumers and challenge advertisers. The idea of 'integrating everything' sounds right, but how and when do you practically make it work? In addition, what are the best approaches for measuring and evaluating highly integrated campaigns?
In this discussion, we will explore the strategy behind leveraging the POE marketing model. We'll dive into what processes and organizational structures have proven effective in driving successful integration. In addition, we'll also discuss measurement and how to judge if the integration worked, how to set benchmarks, and ultimately how to optimize the marketing mix.
In this discussion, we will explore the strategy behind leveraging the POE marketing model. We'll dive into what processes and organizational structures have proven effective in driving successful integration. In addition, we'll also discuss measurement and how to judge if the integration worked, how to set benchmarks, and ultimately how to optimize the marketing mix.
Discussion Group B
Mobile is Dead
Just when you thought it was finally the year of mobile, mobile as you knew it is already irrelevant. It's not just a channel, tactic, or new slice in your customer journey pie – mobile can execute on all forms of communication (many:1, many:many, 1:many, 1:1) and smart marketers are mobilizing the entire marketing mix. Long live mobility"¦ or as I like to say, experience roaming.
In this session we'll discuss and share how marketers are mobilizing the entire marketing mix. We'll also go deeper on developing a marketing strategy for the context of mobile – including the tablet web.
In this session we'll discuss and share how marketers are mobilizing the entire marketing mix. We'll also go deeper on developing a marketing strategy for the context of mobile – including the tablet web.
Discussion Group C
Navigating Digital Campaigns for Highly Regulated Industries
What happens when a brand in a highly regulated industry such as pharmaceuticals and healthcare, alcohol or insurance wants to run a digital campaign? With the rise of digital media, consumer feedback is visible and brands must work harder to discover which regulations apply, and how. In this discussion group we will explore:
- Obligations and best practices for monitoring customer activity in social media as it relates to regulated products
- Privacy and use of customer data to target promotions / use of sensitive data to target promotions
- Role of education and cross-functional teams in addressing standards for digital marketing and mobile/emerging mediums (what do our regulatory standards look like for mobile apps/sites?)
Networking Break
Closing Keynote
Networking Break
Hottest Startups
Cocktail Reception