SOCIALMEDIAxSCIENCE was held on July 18, 2018 in San Francisco.
Featured Presentations
The Complexities and Challenges of Social Media Planning
Beth Mach – Chief Digital Officer, Initiative
Noah Mallin – Head of Experience, Content & Sponsorship, Wavemaker North America
Moderator: Paul Donato – Chief Research Officer, ARF
How do you design programs that help brands earn attention and have it pay off with measurable business results? How do you bring brands to life using content and social media as fuel? This fireside chat delved into best practices on social media planning as well as opportunities and challenges in this space.
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Panel Discussion: Best Creative Practices for Ads and Branded Content
Lara Andrews – Creative Researcher, Facebook
Mike Dossett – VP, Associate Director, Digital Strategy, RPA Advertising
Amy Shea – Brand Experience Director, Ameritest
Moderator: Paul Donato – Chief Research Officer, ARF
How can data and research inspire more effective creative? What’s being done now, and what are new opportunities for providing a guide to best practices for creative success?
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Brand Building: What’s Fueling Success?
Aditi Nath – Brand Manager, Neutrogena Makeup, Johnson & Johnson Consumer, Inc.
What takes a 20-year old brand to the next level? This case study on Neutrogena Makeup illustrates how a legacy brand with a deep heritage can regain relevancy and new consumers through a digital and social first communications model.
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Presentations
The Battle Between Celebrities vs. Everyday vs. Niche with Influence Marketing
Beau Avrill – Global Head of Business Operations, FameBit By YouTube at Google
Erick Schwab – COO & Co-Founder, SYLO, Inc.
Jeff Semones – Managing Partner, Head of Social Media, MediaCom
Moderator: Paul Donato – Chief Research Officer, ARF
All influencers are not created equal, but how can a brand know where to focus? This lively debate focused on the pros and cons of leveraging celebrities with a large social following compared to niche experts who attract a core of aficionados vs. everyday people. Real world examples illustrated the ways in which each has been used well – or not.
No video or presentation available.
Panel Discussion: Measurement: Tools and Techniques that Make the Difference
Stef Brower – Global Social Media Manager, HP
Jason Klein – Co-CEO / Co-Founder, ListenFirst
Danny Landau – Senior Director, Research and Analytics, Nielsen Social, Nielsen
Marc Vermut – VP, Market Strategy, Retail, Neustar
Moderator: Paul Donato – Chief Research Officer, ARF
Tracking. Listening. Sentiment. Data. Analytics. Modeling. The wealth of ways in which to measure social media conversations and impact can be overwhelming. This panel discussion shared best practices on simplifying the complex world of social media measurement, so that you can more effectively optimize your efforts.
The Changing Landscape (Powering Social Growth with Science)
Peter Minnium – President, Ipsos US
Social media ad revenue reached $22.2 billion in 2017 according to the IAB/PwC. Eyeballs at scale and the ability to target using first-person data have been the key drivers of this increasing ad spend in social media. However, are ad experiences in social media as engaging and effective as they need to be for continual growth? In this session, Peter Minnium discusses four scientific fields that are critical for the longer-term success of social media advertising.
Why Online Brand Conversations Cannot Predict Offline: Are You Optimizing Your Social Strategy?
Ed Keller – CEO, Engagement Labs
Paul Donato – Chief Research Officer, ARF
Social and Technology: How the Plumbing Is Changing
Lacey Miyazaki – Strategic Insights Analyst & Team Lead, Marketing Solutions, LinkedIn
Learn how to evaluate and choose the martech stacks that are right for your company.