Social Media Week

1 p.m.

Social Strategy: The Age of the Alchemist

In the Dungeons & Dragons (D&D) role-playing game, the Dungeon Master (often abbreviated as DM) is the game organizer and participant in charge of creating the details and challenges of a given adventure while maintaining a realistic continuity of events.

Our methodology takes many cues from early storytelling role-playing games. Being a UX director is uncommonly akin to being the Dungeon Master. Laying the framework, playing out the different scenarios and anticipating varied outcomes for diverse personas is all a part of the challenge.

This workshop takes a creative, fun and exciting approach to designing social communication experiences for millions to participate. If you have a lucky 20-sided die, bring it.

Participants will learn

• How to engage users using game mechanics and old fashioned storytelling.
• Build campaigns that empower your community to tell the story of your brand.
• Properly pivot based on in market (in-game) un foreseen variables.
• +2 Bonus/Communication Strategy  +1 Bonus/Experience Design

1 p.m.

Using Social Media to Help Communities

Moderated by John Ness, News Director, Patch

• Xana O'Neill, Executive Editor, WNYC News
• Ben Berkowitz, CEO, SeeClickFix
• Lora LeSage, Senior Vice President, Digital Media, NBC Owned Stations

A panel discussion with brands that have used social media to quickly go into neighborhoods to solve problems big and small, provoke action, and affect positive change. We’ll talk with major news and community action brands about why they do it (altruism? PR? to help the business?), what the challenges are, and what the future of bringing neighbors together is. Hashtag: #SMWLocal

4 p.m.

Social IRL

Moderated by Azher Ahmed, SVP, Digital Operations, DDB

• Matt Knell, Director of Social Media, AOL
• Sarah Baehr, SVP, Director of Digital Strategy, Carat SUA
• Jonathan Perelman, VP Agency Strategy and Industry Development, Buzzfeed.com

Over the past couple of years we have seen social media cause more than just ripple effects in the offline world – it is increasingly the driving force for change. As crowds of people swarm in real time, the machinations of everything from pop culture and politics, to business and society are being altered and reimagined.

Our first panel of the week, Social IRL will explore the influence of social media on global events and society. Drawing from real world examples including catastrophes and charity, depression and dating, civil rights to the Bill of Rights, panel members will discuss the real life impact of social media on culture, community and selves..

1 p.m.

Changing Expectations of Customer Service

Moderated by Moderated by Christopher Heine, Tech Writer, Adweek

• Tim Riley, Director of Customer Experience, Warby Parker
• Scott Gulbransen, Director of Social Media, H&R Block
• Richard Guest, President, Tribal DDB
• Erin Robinson, Social Media Manager, Paid Services, AOL
• Laurie Meacham, Manager, Customer Commitment, Jetblue Airways

Social Media properties provide consumers with an immediate opportunity to broadcast customer service issues. In return, it’s given business and brands the chance to build a real-time dialogue with consumers. In 2012, the American Express® Global Customer Service Barometer report found almost 20% of consumers used social media at least once a year but this relatively small group of consumers is extremely engaged and vocal. In fact consumers who use social media for customer service will tell twice the number of people about a bad customer service experience and 2.8x the number of people about a good customer service experience (vs. someone who uses more traditional channels).

This panel will explore how marketers can take advantage of the changes in consumer expectations through digital technologies to deliver customer service that successfully increase brand value. 

4 p.m.

The Vibrant New Ecosystem of Music and Brands

Moderated by David Tockman, VP of Business Development, Entertainment, AOL

• Eric Johnson, Executive Producer of Music and Creative Integration, DDB aka “DJ Bunny Ears”
• Stephen Niedzwiecki, Founder and Chief Creative Officer, YARD
• Josh Rabonowicz, Head of Music, Grey
• Brigitte Green – VP of Licensing, Beggars Group and Matador Records
• Josh Nafman, Sr. Digital Brand Manager, Pepsi

The relationship between music and brands has traditionally been about music licensing and supervision. But as brands look to build more authentic relationships with their audiences, music is increasingly a bridge to build affinity. With all of the amazing potential in the space, this panel will illuminate the untapped opportunities and help light the spark behind music and brands.

Some of the questions this panel will explore include:

• How is this new ecosystem taking shape?
• Which brands have effectively used music to create relationships and strengthen their position?
• How have changes in the music business caused changes in how bands work with the advertising space?
• Are fans more willing to be customers?

5-7p.m.

Happy Hour and DJ set

1 p.m.

Capturing Attention of the Young Digerati

Moderated by Lori Leibovich, Executive Editor, Lifestyle, The Huffington Post

• Richard Guest, President, Tribal DDB U.S
• Jim Mollica, SVP Marketing, Nickelodeon
• Anthony Reeves, EVP, Creative, Moxie

Changes in consumer technology, the emergence of new distribution channels and the development of responsive interaction, have made entertainment a 24/7 candy store for kids. Debate over what’s healthy is no longer limited to how many hours of TV after school. It has evolved into which digital experiences are the best for development and growth. In this don’t miss panel, Lori will lead the discussion around the implications of new media programming and learning technologies on children, while highlight how brands can and are evolving with this generation .

4 p.m.

You Said You 'Like' Me But We Never Do Anything Together

Moderated by Joseph Cianciotto, ECD, DDB

• Janet Balis, Publisher, The Huffington Post
• Eli Singer, President, Entrinsic
• Bob Troia, Founder & CEO, Affinitive
• Colin Sutton, US Director of Social Media, OMD
• Andrea Wolinetz, Managing Director, Connected Platforms, PHD

How does a brand channel the power of those sought after "likes" to create meaningful customer engagement?  Like any successful relationship, it takes hard work, clear communication and sincere effort.  All those people who 'like' a brand don't appreciate being taking for granted, and certainly want to know what they can expect from the relationship.  How can a brand make their loyalists feel special and empowered?  How can communication be personalized to unique user groups so that the right messages reach the right people at the right time?  Is it all worth it?