Marketing and communications have changed. The traditional categories of advertising, media, digital, and public relations are merging as social media changes the way people communicate and interact with each other - and with brands, corporations, and government. The immediacy and interactivity of the Web, mobile, and social put the user in charge, not the broadcaster or publisher, and have redefined the nature of influence.
This has profound implications for all key functions of business and organizations, but especially marketing. In-house teams are structuring themselves differently and working in completely new ways. The chief digital officer is as crucial as the chief marketing officer. The amount of data, analytics, and technology available has changed the game. It has also revolutionized the type of marketing and communications agency support required by brands and businesses.
Hub Convene brings together in-house executives, agency personnel, start-ups, entrepreneurs, digital gurus, and product and tool suppliers to explore the new nature of influence and engagement and to provide practical advice for marketers looking to exploit new channels available to communicate messages and establish influence.
MONDAY, MARCH 31, 2014
8:15am - 5:30pm
Catch up on email, charge your phone, check in with clients or the office, network with other delegates, or relax in The Hub Convene Connect Zone, open throughout the day.
08:15 - BREAKFAST
09:00 - WELCOME, Omar Akhtar, senior editor, The Hub
09:10 - KEYNOTE: NEW ENGAGEMENT & INFLUENCE
In his keynote, Kiip CEO and co-founder Brian Wong will discuss the keys to making advertising human again and the power of mobile moments
9:55 - PANEL DEBATE: IS BIG DATA WORKING?
CMO expenditure on data and technology is set to outstrip the CIO by 2017 - but is this new world of marketing working for brands and corporations? How much should intuition still trump research? How can you measure the effectiveness of digital outreach?
Gina Casagrande, lead evangelist, Adobe Target/Marketing Cloud
Michael Lattig, director of marketing, StubHub
Gordon Evans, VP product marketing, Salesforce ExactTarget Marketing Cloud
Gal Borenstein, CEO, The Borenstein Group
Omar Akhtar, senior editor, The Hub
10:35 - NETWORKING BREAK
10:50 - EMPLOYEE ENGAGEMENT & BRAND ADVOCACY sponsored by Dynamic Signal
Employees are the most powerful, yet underutilized marketing asset. Employees can double your marketing effectiveness with minimal effort and at a fraction of the cost of traditional marketing. Explore how employee advocacy is the next big Mega Trend in marketing & communications. Dynamic Signal CMO, Ajay Ramachandran, will moderate a session featuring experts who are turbocharging their brands with the help of their employees who create great content, drive leads & revenue and increase reach & awareness.
Bryan Jones, VP of North America marketing, Dell
Christopher Swan, head of internal communications, LinkedIn
Sharon Crost, global online marketing/social media manager, Hitachi Data Systems
Richard Moran, CEO, Accretive Solutions
Ajay Ramachandran, CMO, Dynamic Signal
11:30 - Q&A SESSION
The general manager of Oracle's Social Cloud, Meg Bear will talk about the challenges of social marketing, and the new digital strategies that are powering its evolution.
12:05 - LUNCH and SESSION
Ensuring your employees' skills are fit for purpose in this fast-evolving social and digital age is one of the primary concerns for all modern brand communicators and marketers. The Knowledge Engineers' North American MD Nick New will unveil findings from the training company's groundbreaking global digital skills survey, including a takeaway for every delegate.
1:05 - KEYNOTE PRESENTATION: THE POWER OF INFLUENCE
LinkedIn's Dan Roth explores the nature of influence in a world where brands and corporations can now talk directly to their stakeholders and bypass mainstream media.
1:45 - THE ROLE OF PR IN TODAY'S SOCIAL PROGRAMMING sponsored by Business Wire
Marketing convergence is making PR more relevant then ever. In this session, today's PR pros discuss why and how to leverage your strengths to broaden internal and external influence.
Laura Finlayson, VP, MSLGROUP, San Francisco
Dan Zucker, senior manager, social media, Autodesk
2:25 - NEW CHANNELS OF INFLUENCE: STUDIES FOR A NEW MARKETING ERA
A series of how-to case studies on best practice marketing via different social media: How do you integrate social in the marketing mix to be more than just a channel? Explains strategy and why the platform was effective, including detailed analysis of return on investment.
Austin Craig, creative marketing specialist, Orabrush
Meagan Cignoli, director of short form videos, Visual Country
Darren Lachtman, co-founder, Niche
3:25 - BUSINESS WIRE AD BREAK
3:45 - CONTENT MARKETING METRICS THAT MATTER sponsored by Cision
Content marketing allows brands to tell their stories in their own voice. But what affect does this have on their bottom line? In this session, Heidi Sullivan, SVP Digital Content at Cision, will share tools and techniques to measure the effectiveness of campaigns by looking at actions instead of just page views.
Heidi Sullivan, SVP, digital content, Cision
Shonali Burke, president & CEO, Shonali Burke Consulting
4:25 - OVERCOMING SHINY OBJECT SYNDROME TO BECOME A TRUE CHANGE AGENT
Marketers are often seduced by shiny objects such as the Oreos Super Bowl Tweet into investing their dollars in activations that produce little real business value for their brands. In a Q&A with The Hub's editor-in-chief Steve Barrett, Altimeter Group's Brian Solis discusses new research that demonstrates how organizations can achieve genuine digital transformation that also positively impacts the bottom line.
5:10 - CLOSING REMARKS, Omar Akhtar, senior editor, The Hub
5.15 - NETWORKING COCKTAIL RECEPTION & HUBBIES
8:00 - CLOSE
*Subject to Change