The New York Digital Collective has been carefully crafted by its members to deliver the most timely and relevant information in a true peer-to-peer environment. Based on criteria developed by The Digital Collective, speakers are invited following a highly selective nomination and qualification process. The Digital Collective’s goal is to ensure that the event delivers valuable and useful information to all senior digital marketers who qualify to attend.
2012 New York Digital Collective Agenda
Private Networking Dinner: December 18, 2012
6:00 PM Private Networking Dinner
The Digital Collective: December 19, 2012
Check-in & Networking Breakfast
Moderator's Opening Comments & Networking Activity
Gian Fulgoni is Executive Chairman and Co-founder of comScore Inc. (NASDAQ:SCOR), the global leader in measuring the digital world. Founded in 1999, comScore provides data and software services to 2,000 clients worldwide, encompassing syndicated and custom solutions in online audience measurement, e-commerce, advertising, search, video and mobile. The company also offers an extensive portfolio of services for multi-media copy testing and tracking, digital media planning and analysis, campaign delivery validation, and advertising effectiveness measurement.
Opening Keynote
Discussion Group A
Marketing Automation: the 360º View of Leads
Identifying the most qualified leads across web, email, mobile, events, and social media represents an increasing challenge—and opportunity—for b2b and b2c enterprises today. All too often, the best leads are being ignored by marketing and sales teams while poorly vetted ones clog up the sales pipeline. As a result, new opportunities and potential up-sales are lost.
In this workshop, we will explore how large corporations can achieve a 360º view of their leads, how marketing and sales cycles can be translated into dynamic lead score models, and how automated ROI reporting can foster better business decisions.
In this workshop, we will explore how large corporations can achieve a 360º view of their leads, how marketing and sales cycles can be translated into dynamic lead score models, and how automated ROI reporting can foster better business decisions.
Discussion Group B
Good, Bad and Ugly of Online Reputation
From restaurants to movies to buying cars, more and more people rely on each other to drive consideration. This trust is playing out online across Google, Yelp and many other properties and has an immediate effect on your bottom line. In this workshop, we’ll discuss how to measure its impact on sales. How do you establish benchmarks from which to improve? Lastly, we’ll discuss examples of programs that work in monitoring and improving your brand's online reputation.
Discussion Group C
Managing the Ecosystem Content
Is your creativity getting lost in the delivery? Digital executives can often focus so much on technology capabilities and how to deliver content, that often they forget the most important aspect, the content itself. Looking at items and placing them in “boxes”, helps categorize and structure ideas, yet creativity is ever-present and doesn’t fit in boundaries. Mastering the ecosystem of technology, platform, content and marketing will lead to a stronger engagement and better ROI.
Networking Break
Lunch Keynote
State of the Digital City: Making NYC the World’s Innovation Capital
Chief Digital Officer, Rachel Haot will discuss the mission of NYC Digital to realize New York City’s potential in digital technology with an approach focused on access to technology, education, open government, engagement and industry. Rachel will also talk about how NYC Digital uses digital communications to interact with the public and serve New Yorkers. In specific, digital communications played an integral role during and after Hurricane Sandy. The City of New York used social media to keep New Yorkers up-to-date in real-time while other outlets may have been down. Rachel will also discuss how digital media played a role in monitoring situations during the Hurricane and using the tech community and open data to create tools to help New Yorkers.
Lunch
Discussion Group A
The Omni-Channel Customer Experience in a Siloed Organizational World
It’s been over a decade since online entered our lives. Since then it has grown to a 24 hour-a-day, multi-channel experience where the opportunities grow as fast as the challenges. Nowhere has this been more true than the corporate organizational structure. But we can no longer create a separate dot-com unit, move it to the side and consider ourselves ‘digital.’
Mobile, Social, In-Store Display, Outdoor Display and Kiosks are applying pressure to several organizational functions such as Technology, Marketing, Operations, and Finance to deeply collaborate for the first time with the goal of creating a seamless and quality experience across the customer lifecycle.
This is not just about messaging, but customer care. Contemporary positions are again being created, but it’s still not clear who owns digital without moving to a slow, often politicized committee structure. What's working, what's not?
Mobile, Social, In-Store Display, Outdoor Display and Kiosks are applying pressure to several organizational functions such as Technology, Marketing, Operations, and Finance to deeply collaborate for the first time with the goal of creating a seamless and quality experience across the customer lifecycle.
This is not just about messaging, but customer care. Contemporary positions are again being created, but it’s still not clear who owns digital without moving to a slow, often politicized committee structure. What's working, what's not?
Discussion Group B
Making Digital Matter to Senior Leadership
Lisa ShalettDigital Collective Co-Chair
Managing Director, Head of Brand Marketing & Digital Strategy
Goldman, Sachs & Co.
All of us have likely faced the challenge of making digital matter to the C-suite– whether they are non-believers in the platforms (do my peers really use digital/social? Do our customers really use digital/social), or non-users, or interested but still uninitiated (how do I…..?), or skeptical on ROI. Building on this theme, which we heard at last year’s Digital Collective as well, we thought we’d do a session to share strategies and tactics that have worked for us and seek input from the group. The goal is for everyone to learn some new ideas to bring back to our respective firms.
Discussion Group C
Social Media: More Than Meets the Eye
Social Media at B2Bs? YES! Social media cuts through a B2B organization in many similar ways to a B2C organization. In this session we will discuss where and how social media impacts organizations (Hint: it is more than you think). Social media is presenting new challenges in organizational models and with attracting and retaining the right talent. We will discuss the importance of a governance model and roles and responsibilities within the organization. What role should marketing cover and how? Come and share your experience and point of view.
Networking Break
Keynote
Facebook: Making Business Personal
As social media brings brands and consumers closer together than ever before, marketers have a unique opportunity to engage their fans to tell stories and share content. Join Carolyn Everson, Facebook's Vice President of Global Marketing Solutions, as she talks about how top brands are utilizing Facebook to establish stronger relationships with consumers, build brand loyalty and measure results.
Closing Keynote
Closing Comments and Prize Drawings
Cocktail Reception