wednesday, Oct. 17, 2012

  • 8:15 am
  • Breakfast
  • 9:00 am
  • opening remarks
  • 9:05 am
  • opening keynote 90 Days at Twitter – What I Learned From the Inside Fred Graver, Head of TV, Twitter

    90 Days at Twitter – What I Learned From the Inside

    Kicking off the day is Fred Graver, Twitter’s new head of TV, an entertainment industry veteran whose rich experience includes work on "Cheers" and "Late Night with David Letterman" as well as time at MTV, VH1, and Disney.

    Charged with forging partnerships with the best in the business and pushing Twitter's social TV strategy forward – an endeavor marked most recently by his work around the Primetime Emmy Awards – Fred will set the tone for the day, discussing Twitter’s evolving philosophy and how brands and broadcasters can, are, and should be using social platforms to foster meaningful engagement around content.
  • 9:40 am
  • PRESENTATION Social Stars: Tapping The Power of Fandom (AKA the Justin Bieber Effect) Pelle Sjoenell, Executive Creative Director, BBH LA Brad Haugen, CMO, Scooter Braun Projects

    Social Stars: Tapping The Power of Fandom (AKA the Justin Bieber Effect)

    In this session, Pelle Sjoenell, executive creative director of BBH LA, and Brad Haugen, CMO of Scooter Braun Projects, will explore the power of fandom today and tomorrow. For months, Justin Bieber's hit “Boyfriend” had been blowing up the airwaves. To launch his new Give Back Brands fragrance, called “Girlfriend,” Justin and BBH LA invited his nearly 100 million fans to create their own “Girlfriend” versions of the song, giving them a digital track and the opportunity to create their own lyrics.

    The digital and social media initiative went on to become a national 60-second TV spot for the fragrance and one of the most successful cause marketing efforts of 2012. Join Pelle and Brad as they dive into what they learned from working with one of the world's most influential fan bases, and how the unique culture of the entertainment industry will further inspire the future of advertising, marketing and creativity.
  • 10:05 am
  • PRESENTATION The Social Campfire: Storytelling for the Connected Consumer • Joe Baratelli, Chief Creative Officer, RPA • John Watts, Sr. Manager, Digital Marketing, American Honda

    The Social Campfire: Storytelling for the Connected Consumer

    John Watts, senior manager, digital marketing at American Honda, and Joe Baratelli, chief creative officer at RPA, take a look at the art of the story and share real-world examples to help brands navigate the social media clutter. What makes a story good? What types of storytelling move fans or promote an action? They will identify and deconstruct some of the most popular stories being told by brands and fans, detailing the key takeaways.
  • 10:30 am
  • Break
  • 10:45 am
  • PRESENTATION startup watch exclusive demo, iBubblr Jeff Schroer and Amanda Gross, co-founders, iBubblr

    startup watch exclusive demo, iBubblr

    Check-ins, rewards, stickers, hashtags, audio fingerprinting – what ever happened to conversation? iBubblr is a new second-screen startup debuting at the Ad Age Social Conference that aims to put the “social” back in “social TV.” Co-founders Jeff Schroer and Amanda Gross Tuft will showcase iBubblr and their vision to connect friends in real-time around content they love and create opportunities for broadcasters, marketers and others.
  • 11:00 am
  • PRESENTATION What Viewers Actually Want: The watchlist Decoded +Mobile Trends in Social TV Christy Tanner, EVP & GM, and TV Guide Mobile

    The watchlist Decoded + Mobile Trends in Social TV has more than 25 million monthly unique visitors and over 7.5 million mobile app installations, giving its team an unparalleled global view of consumer behavior surrounding broadcast TV and streaming video across shows and networks. Christy Tanner will share new research, specially commissioned for today's conference, that will shed new light on the social TV phenomenon and the latest trends in consumer viewing habits.
  • 11:25 am
  • PRESENTATION Solving the Social TV Measurement Problem Evan Silverman, SVP-Digital Media, A+E Networks

    Solving the Social TV Measurement Problem

    “Pan Am,” “Community,” “Terra Nova” and countless other shows have topped the social TV charts while generating less-then-stellar ratings, highlighting a major disconnect between the two screens. Meanwhile, there are still significant discrepancies among social TV analytics services. So how do you know which numbers are accurate? How do you know which ones really matter?

    If social TV is the future, Evan Silverman will argue, we are facing a measurement crisis that must be addressed. The gap between online and offline must be closed and industry standards must be set to gauge social buzz.
  • 11:50 am
  • PRESENTATION Social TV Analytics: Translating Data to Dollars • JP Maheu, CEO, Bluefin Labs • Cara Berman, SVP of Insight & Analytics, SMG

    Social TV Analytics: Translating Data to Dollars

    All of a sudden, Social TV analytics has seemingly become ubiquitous. "Social ratings" for TV shows are interesting, but how are these analytics being used to move actual dollars in the advertising industry? Bluefin Labs CEO JP Maheu and Starcom MediaVest SVP of Analytics & Insights Cara Berman will show how leading agencies and brands tap into social TV analytics for competitive advantage.
  • 12:20 pm
  • lunch break Sponsored by: MediaVest
  • 1:30 pm
  • PRESENTATION The Social TV Explosion and the Hispanic Market • David Beck, VP and general manager-social media, Univision

    The Social TV Explosion and the Hispanic Market

    Social media is exploding among Hispanics, and Univision is at the heart of the phenomenon, thanks to its leadership position in Hispanic media and its innovation in the social TV space. In this brisk presentation, David Beck will offer bird’s-eye insights on what it takes to go viral with Hispanics, how entertainment and information consumption patterns are changing thanks to social sharing, and how social media is affecting Hispanic voters in this election season.
  • 1:45 pm
  • Afternoon Keynote The Future of Social TV, the Second Screen and the Transmedia Storytelling Experience, and what it means for Brands. • Brad Pelo, CEO of i.TV • Carlton Cuse, Executive Producer, "Bates Motel" (coming to A&E in 2013) and Executive Producer of ABC’s Lost

    The Future of Social TV

    This future-forward discussion will look at emerging second-screen trends, including complimentary content, social behavior, new opportunities for brands and marketers in the transmedia landscape and the technologies powering its growth.

    Brad and Carlton will address the biggest questions faced in the rise of Social TV:

    Is the ‘check-in’ dead, and if so, what will replace it?

    Is curation by experts and authorities the next wave in social?

    What form best fits the second screen? A tablet, smartphone or something else?

    Where does gaming fit in?

    What new engagement opportunities will emerge for advertisers with the continued evolution of transmedia storytelling?
  • 2:25 pm
  • Presentation Exclusive Showcase: Facebook’s Social TV Framework, Case Studies and Metrics • Kay Madati, Head of Media and Entertainment, Facebook

    Facebook’s Social TV Framework, Case Studies and Metrics

    Bringing things full circle, Kay will take the framework he introduced at May’s social TV conference and outline the next steps networks can take to win in this space. He will showcase several unique executions on the Facebook platform, highlighting important data points and success metrics.
  • 2:55 pm
  • Coffee Break
  • 3:15 pm
  • featured session Silicon Valley Meets Hollywood: Creating TV Today, for Tomorrow’s Viewers • Greg Yaitanes, Angel Investor and Emmy Award Winning Television Director

    Silicon Valley Meets Hollywood: Creating TV Today, for Tomorrow’s Viewers

    As an angel investor and television director, Greg Yaitanes enjoys an uncommon perspective on evolving media habits, emerging technologies and how TV shows are created. That made it clear that TV needs to keep in step with changing behavior and tech, learning how to create quality shows for an audience only now coming into existence.

    In this session, Greg will discuss how his work on the upcoming Cinemax series “Banshee” reflects that mentality, laying the groundwork for the viewer experience through 2015.

    He will also talk share insights from his development of the “InHouse” app, trends in emerging media and technology, and the challenge in bridging digital marketing strategy with the creative vision set by the showrunners.
  • 3:45 pm
  • closing panel “Social Creative” and Viral TV • Dana Fox, creator and showrunner, Fox’s “Ben and Kate” • Ben Fox, exec VP, Adconion Media Group • Emily Huh, editor in chief, and co-star of Bravo’s “LOLwork” • Dave Serwatka, VP-cross platform productions, Bravo, and executive producer of “LOLWork” • Moderator: Ze Frank, Executive Vice President of Video, BuzzFeed


Venue: Beverly Wilshire, Los Angeles

Date: Wednesday, October 17, 2012

9500 Wilshire Blvd.,
Beverly Hills, CA 90212


Phone: 212-210-0159

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