COLLABORATIVE CREATIVITY

Brands are increasingly embracing creators as an important distribution channel and pathway for more authentic storytelling. Today's social platforms are driven by culturally-relevant creators, making collaboration impossible to ignore for brands of all shapes and sizes. As creators become media platforms in their own right, the best practices are evolving and marketers must collaborate to effectively leverage this important trend.


Join Adweek as we explore the ever-changing formats for creative and content and why collaboration with creators is more important than ever.

8:30 AM - 9:30 AM
Breakfast and Registration
 
 
 
9:30 AM - 9:35 AM
Adweek Opening Remarks
 
Danny Wright - Adweek
Danny Wright
9:35 AM - 9:55 AM
From Influencer to Founder: Fireside Chat with Josh Ostrovsky 

Known professionally as The Fat Jewish, Josh Ostrovsky is a social media maven turned business leader. From garnering millions of fans worldwide, to writing, acting, hosting and creating and selling his own wine company, Ostrovsky continues to pave the path for entrepreneurs etching out their own empires while not neglecting the important sense of community. 

Join Ostrovsky as he discusses the key lessons and strategies stemming from his career journey, the importance of building a strong persona and remaining authentic, and how marketers can navigate the needs and wants of followers in the ever-changing world of social media. 
 

Josh “The Fat Jewish” Ostrovsky
Emmy Liederman - Adweek
Josh “The Fat Jewish” Ostrovsky Emmy Liederman
10:00 AM - 10:20 AM
Courageous Creativity in a Digitally Native World

Gen Z is the first digitally native generation. Their experience of the world is different than any that has come before them, which has created a need for brands to adapt their marketing strategies to connect authentically with this audience. As the first “creator” generation, Gen Z self-identifies as courageously creative in their self-expression. To connect with them, brands need to evolve their marketing to also be creative and courageous. This forms a connection that is both deeply emotional and centered around shared values and identity—the most powerful form of connection. From this talk with Hootsuite CMO Maggie Lower, you’ll learn what courageous marketing is, how to apply it, and the insights necessary to empower your team to bravely use their own creativity.

 

Maggie Lower - Hootsuite
Maggie Lower
10:25 AM - 10:45 AM
How a More Equitable Creator Economy Can Benefit Brands

Years ago the term creator economy was unthinkable. Today, creators are making money through a diverse and rapidly growing body of tactics including channel subscriptions, streaming, sponsored posts, selling merchandise and more. It's safe to say this term is now here to stay, and there's ample opportunity to solve the new needs and issues that come with the reality: monetization and the equity of this economy being amongst the key areas.

Join Alex Morrison, Chief Marketing Officer at Pearpop, Alexis Ohanian, Founder, Seven Seven Six & Co-Founder and Former Executive Chairman, Reddit, and Instagram and TikTok creator Kaila Novak, as they discuss why the vast majority of brand dollars flow to the top 1% of creators and the important role brands can play in creating a more equitable, diverse, and thriving creator economy for all. 
 

Alex Morrison - Pearpop
Kaila Novak
Alexis Ohanian - Seven Seven Six
Alex Morrison Kaila Novak Alexis Ohanian
10:50 AM - 11:10 AM
Unleashing Fandom: Why Community Matters

Riot Games’ mission is to become the “most player-focused game company in the world.” Having started and thrived with a “player-first” mentality with their flagship global hit, League of Legends, Riot has since expanded over the past decade to include massive hits like VALORANT and Wild Rift. Last year, Riot hired its first-ever Global Head of Player Community, Erin Wayne. As a lifelong gamer and former content creator, she’s helping Riot shape the art of engagement in bold new directions to deepen the connection with players around the world through community, editorial, influencer, and social strategies. Now with a continued expansion into entertainment with Billboard hits from K/DA and Pentakill, and the recently launched Arcane series on Netflix, how does Riot continue to prioritize community building amidst its growing universe?

In this session, Erin will explore the crucial role community plays in today’s marketing strategies, what goes into building and nurturing fandom, and how Riot “unleashes fandom” by inspiring community engagement, all from the perspective of a gamer-turned-industry professional.
 

Erin Wayne - Riot Games
Erin Wayne
11:15 AM - 11:20 AM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
11:20 AM - 11:35 AM
Programming Break
 
 
 
11:35 AM - 12:05 PM
Workshop (Hub 2): Inside a Subreddit with Brandwatch and Reddit

Join Brandwatch and Reddit for a fireside chat about communities on Reddit, where relevance and context are everything.During this chat, Brandwatch and Reddit will walk through a colorful analogy for how to understand a major difference in familiarity. Redditors are, by nature, highly familiar with the subjects on which they post since all conversations take place in dedicated forums. From r/fishing to r/foraging, there’s a subreddit for every interest. You will walk away with knowledge of how brands and agencies can successfully enter these conversations and pull meaningful data

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Will Cady - Reddit
Andrew Dawson - Brandwatch
Will Cady Andrew Dawson
Workshop (Hub 3): How Team Whistle and Oikos Successfully Built a 360 Native Digital and Social Content Strategy

A buzzword that isn’t new, but marketers continue to grapple with, is “360 marketing.” Requiring a delicate balance of message and channels, it can be effective in creating a memorable moment for your brand if executed correctly. But where should marketers begin in an age with an overabundance of platforms?

In this session, join Vinnie Butera, Team Whistle’s VP of Brand Partnerships and Head of “MAGNET” brand strategy, in conversation with Andrew Cotlov, Senior Manager, Media Connections at Danone, and Kelly Howard, Planning Director for Wavemaker US, as they break down how their recent collaboration led to the creation of a successful 360 native content strategy for their Oikos “How Strong Do You Want To Be?" campaign encompassing digital and social. Hear about the tools and tactics used to reimagine their campaign’s creative execution, featuring Deion Sanders and son -- and the insights needed to improve your own 360 strategies.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Vinnie Butera - Team Whistle
Kelly Howard - Wavemaker
Andrew Cotlov - Danone
Vinnie Butera Kelly Howard Andrew Cotlov
Workshop (Hub 1): How to Stand Out with Social Ads That Blend In

The best social ads blend right into the native experience of each social channel. They’re natural extensions of each platform’s core content formats, instead of jarring disruptions. Think joining the party, not crashing it. In this workshop with David Kavanagh, VP of Marketing Operations and Planning at Hootsuite, you’ll learn how to embrace the creative opportunities that each social network offers, so you can make social ads that… don’t really look like ads.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

David Kavanagh - Hootsuite
David Kavanagh
12:10 PM - 12:40 PM
Workshop (Hub 2): Always On Influence: Making Informed Creator Marketing Decisions

Social media advancements allow marketers to unlock the value of a full-funnel approach and meet consumers where they are in that customer journey. As a result of this, and the power of creator-driven content, brands are increasingly shifting budgets to integrations, media spends, and influencer partnerships on social.


Join Open Influence’s Diana Perlov and Katie Wilder to explore the journey of how marketers can better inform their creator marketing decisions in an ever-changing landscape. This session will cover key areas that will help you level up your marketing programs from clearly defining goals and KPIs, to sourcing high-performing digital creators and leveraging paid social to power social commerce.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Katie Wilder - Open Influence
Diana Perlov - Open Influence
Katie Wilder Diana Perlov
Workshop (Hub 3): Beyond Influencers, Prioritizing UGC in Social Media Strategy

Social media created a billion-dollar influencer industry but the new consumer is smarter; they think influencer partnerships and collaborations are cool, but when it comes to discovering new brands and products, they trust their network more.

Reaching this "next-gen" of customers is critical to continued growth. Encouraging UGC through customer engagement and social rewards, brands like Lucchese are seeing stronger retention and loyalty, while also benefiting from the greater social presence. The exponential reach of UGC is quickly taking over as the top consumer brand strategy for growth in 2022.

In this workshop, we will discuss how Lucchese continues to innovate marketing keeping its brand top of mind while also engaging its next generation of customers.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Justin Papermaster - LoudCrowd
David Berger - Lucchese
Justin Papermaster David Berger
Workshop (Hub 1): 4 Tactics to Convert Social Views to Sales in a TikTok Era

In 2022 #TikTokMadeMeBuyIt surpassed 11 billion views, showing the magnitude of Gen Z’s rising buying power. Companies are leveraging social, but still struggle with translating social views into sales.

In this session, Social Native pinpoints what drives consumers to not only add to cart, but also to click check-out. See how brands like Zillow, Microsoft, and Cetaphil are humanizing messaging, building trust, and creating authentic connections with creators and influencers. You'll walk away knowing four key tactics to streamline the checkout funnel and enhance brand experience for digitally native customers including, how to scale authentic content with volume and diversity, how to build an emotional connection with audiences, how to test new markets and appeal to hard-to-reach audiences, and how to boost conversion rates from TikTok to the e-commerce product page.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Luis Carranza - Social Native
Luis Carranza
12:40 PM - 1:25 PM
Lunch
 
 
 
1:30 PM - 1:50 PM
Behind the Tweets: Leveraging Data, Insights & Culture to Drive Impact

In this fast-paced, fun-filled presentation Beverly Jackson will share her successful formula for delivering breakthrough marketing campaigns that deliver big results. To start, you'll learn how millions of social conversations can be tapped for valuable data and insights. You'll see how the powerful creator community can amplify your most compelling marketing messages. And you'll grow your understanding of cultures' crucial role in developing marketing that resonates with the most demanding audiences of today. This presentation is adaptable for large and small brands, including nonprofits and product marketers.

 

Beverly Jackson - Twitter
Beverly Jackson
1:55 PM - 2:15 PM
Earning Brand Love With Data-Driven Social Content

How well do you know your audience and everything they’re obsessed with? In an overcrowded media landscape, you are constantly competing for engagement even outside your own category. It’s never been more important to understand your target consumer and where they are in their life. It’s time to deliver on a content experience that turns your consumers into your brand’s most passionate advocates.

Join Upfield’s Simona Kent to dig deeper into content marketing that wins with audiences. This session will explore the evolution of creating best-in-class content geared towards key audience interests using your own internal resources.

 

Simona Kent - Upfield
Erica Pagliarulo - Meltwater
Simona Kent Erica Pagliarulo
2:20 PM - 2:40 PM
Fireside Chat with Remi Bader: Fashion Inclusivity One Size at a Time  

A sought-after voice in the style world, content creator and curve model Remi Bader has a mission to make fashion fun for all sizes. Best known to her more than 2.5 million followers for her realistic try-on hauls and authentic content, Remi is newly announced as working with Victoria’s Secret PINK as a brand ambassador and size consultant to innovate the way we view the fashion industry. Remi has previously partnered with brands such as Aerie, REVOLVE and Good American.   

Join Adweek and Remi Bader as she speaks about building a digital empire through honesty, authenticity, and self-love, collaborating with brands, and being a prominent voice for size inclusion and empowerment.
 

Remi Bader
Sami Lambert - Adweek
Remi Bader Sami Lambert
2:45 PM - 2:55 PM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
2:55 PM - 3:15 PM
Commerce, Augmented: How Augmented Reality is Transforming Commerce

Amid much speculation around the digital future of e-commerce, game-changing technology is already here and transforming the industry today: augmented reality. AR is changing the way consumers discover and experience products — and for brands, it’s driving real results. A recent Shopify study found that interacting with products that have AR experiences led to a 94% higher conversion rate.

Join Brett Wein, US head of Verticals at Snap, Inc., and Avi Ben-Zvi, VP, Social at the largest independent performance marketing firm, Tinuiti, to learn how AR is transforming commerce and driving real business outcomes for brands.

 

Avi Ben-Zvi - Tinuiti
Brett Wein - Snap Inc.
Avi Ben-Zvi Brett Wein
3:20 PM - 3:40 PM
Creating New Audiences and Building Community with Creators

The importance and market momentum of Creators is more important than ever. Their ability to engage and create moments with audiences can be used by marketers to leverage these masters of the social space.  

Join Meta’s VP, Americas, Global Business Group, Nada Stirratt and Adore Me's Founder and CEO, Morgan Hermand, in a fireside conversation to learn how brands can utilize Creators to attract new audiences, break down barriers and engage with their communities in more personal ways.
 

Nada Stirratt - Meta
Morgan Hermand - Adore Me
Jess Zafarris - Adweek
Nada Stirratt Morgan Hermand Jess Zafarris
3:45 PM - 3:50 PM
Adweek Closing Remarks
 
Danny Wright - Adweek
Juliette Morris - Adweek
Danny Wright Juliette Morris
4:00 PM - 5:00 PM
One-to-One Meetings

One-to-one Partner/Elite VIP networking meetings to take place during the reception. Cocktails will be served.

 
 
Reception
 
 
 

CONVERGING EXPERIENCES

While definitions of the metaverse may vary, it's clear the merging of the real and virtual worlds is unlocking big opportunities for brands to build and engage audiences in more immersive ways. Navigating new terrain is never easy; fortunately, modern marketers are built for change and those that embrace the opportunity stand to benefit most.


On Day 2 of Social Media Week, we’ll take a closer look at the blurred lines between the virtual and real worlds and provide guidance around how to successfully secure digital real estate in emerging spaces including VR, AR, livestreaming and experiential commerce.

8:30 AM - 9:30 AM
Breakfast and Registration
 
 
 
9:30 AM - 9:35 AM
Adweek Opening Remarks
 
Danny Wright - Adweek
Danny Wright
9:35 AM - 9:55 AM
A Mic Drop for PepsiCo 

With numerous brands making strides into Web 3.0, PepsiCo is one of the many newly converging experiences. Always putting  fans’ interests at the forefront, Pepsi’s strong cultural relevance and legacy are top of mind for its recent dive into the NFT space. Join Todd Kaplan, Chief Marketing Officer of the Pepsi brand, as he discusses launching into the space with its “Mic Drop Genesis NFT Collection” and key takeaways to help guide other creators.

 

Todd Kaplan - PepsiCo
Paul Hiebert - Adweek
Todd Kaplan Paul Hiebert
10:00 AM - 10:20 AM
Finding Actionable Insights: What Consumer Conversations Really Tell Us

Consumers today go into shopping with a deep market understanding. Brands that aren’t matching this with their own consumer and market understanding face unnecessary peril! Particularly as consumers buy with their hearts more often than not these days, with 71% of consumers preferring to purchase from brands aligned with their values. So, staying ahead of whatever shiny object has captured their attention is crucial.

In this session, join experts from Chemistry, MMGY, and NetBase Quid as they discuss best practices for gaining a solid understanding of your audience and the category utilizing consumer and market data. Using examples from the travel and hospitality industry, you’ll hear how using social listening to identify key recovery indicators has produced spectacular results for these heavily impacted businesses during the pandemic. You’ll walk away with the knowledge of how to move from assumptions and perceived audiences to build fundamental understanding, grounded data-driven confidence that is based on real people and their habits.

 

Laura Forester - Chemistry
Brandon Billings - MMGY
Sergio Oliveri - NetBase Quid
Laura Forester Brandon Billings Sergio Oliveri
10:25 AM - 10:45 AM
Reimagining Beauty in the Experience Economy

As one of the most defining brands of the last decade, Glossier has built a new kind of people-first, digital-centric beauty experience. With a passionate global community that is just as eager to visit a Glossier store, as they are to sport one of the brand’s pink hoodies, Glossier creates experiences that invite participation and foster connection. 

Hear from Glossier’s Chief Marketing Officer, Ali Weiss, as she shares the company’s unique approach to creating omnichannel experiences and touchpoints spanning product, offline and digital and key insights on what today's brands need to succeed in the next era of retail.
 

Ali Weiss - Glossier
Emmy Liederman - Adweek
Ali Weiss Emmy Liederman
10:50 AM - 11:10 AM
Student-Athletes as influencers: Does it really work?

Although half of million student-athletes are now able to use their name, image and likeness (NIL) for a monetary benefit, brands are hesitant to seize the opportunity due to varying state regulations and potential of brand reputation ruin. Yet when brands do invest in student-athletes as influencers they can win considerably in terms of engagement rate as we see student athletes converting at 10%+ vs a standard influencer engagement rate of 2%+. So how can brands and student-athletes work together to safely win big?

Join us to walk through a major brand case study and how we worked together to meet brand safety boundaries, state/school compliance needs and also share results on how working with Student Athlete Influencers added incremental benefit to a seasonal activation.

 

Nicole Henry - Inmar Intelligence
Chris Ariens - Adweek
Nicole Henry Chris Ariens
11:15 AM - 11:20 AM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
11:20 AM - 11:35 AM
Programming Break
 
 
 
11:35 AM - 12:05 PM
Workshop (Hub 2): Is Your Brand Tomorrow Ready? Consumer Intelligence is Critical to Help Shape a Brand’s Future

The ability to access billions of data sources and consumer touchpoints has created a whole new realm of challenges for brands. This is holding them back in a moment where speed to insights is vital in order to become customer centric. The right use of consumer intelligence will enable brands to overcome those challenges and move from a reactive or even predictive approach to a proactive state that will meet consumer expectations at the speed of culture.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Cara Buscaglia - Talkwalker
Nicole Moreo - LinkedIn
Cara Buscaglia Nicole Moreo
Workshop (Hub 1): Social Plus Data: A Look at How to Use Social Media in Combination with other Data Sources

In this session, you’ll learn important best practices and novel use cases of social media data in combination with other novel data sets. We will look at a range of use cases ranging from competitor intelligence to voice of patient, to technology and merger’s scouting and see how you can get more from your social media analytics by simply comparing it to another data set. Overall, the goal is to show the limits, edge cases, and possibilities that social media analytics can have when paired with other data sources.

Using examples from the Technology, Retail, and Healthcare Industries as an example, we’ll explain a few best practices and techniques surrounding how to extend your social media data further by using an integrated NLP suite such as NetBase-Quid.

In this session:

  • Tik Tok data – this is what you can do with this data, what you can’t, and where you might want to use it
  • Fishbowl, expert forums, and other data as a tech scouting tool
  • Reddit as a focus group and the power of news channels and earnings calls
  • Social vs Media insights – Competitive Intelligence & ESG Use Cases
  • Voice of the Patient on Reddit and with owned data

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Nicole Litterio - NetBase Quid
Alexis Nigro - NetBase Quid
Nicole Litterio Alexis Nigro
Workshop (Hub 3): Sex, Lies and Influencer Marketing

Does influencer marketing actually generate positive sales ROI? What makes someone an influencer? What is pricing based on? Does engagement matter? Are micro-influencers really better than celebrities? How much fraud is still out there? While opinions and individual success stories abound, there has been little to no statistically significant empirical data shared to date on what drives marketer success and creator motivation. Join Pierre Cassuto, Chief Growth Officer at Humanz, as he shares insights gathered through statistical analysis of thousands of interactions between marketers, creators and customers on e-commerce platforms to separate the hype, the BS and the truth when it comes to what remains one of the fastest growing marketing practices worldwide.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Pierre Cassuto - Humanz
Pierre Cassuto
12:10 PM - 12:40 PM
Workshop (Hub 1): Social Advertising: Do This, Not That

Social advertising can be overwhelming (to say the least). You’ve got goals to reach. Expectations to meet. And a budget you can’t afford to blow. So… where do you start? In this workshop, solutions consultant Emily Marshall from Hootsuite will walk you through the DOs and DON'Ts of setting up, running, and measuring effective social advertising campaigns.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

 

Emily Marshall - Hootsuite
Emily Marshall
Workshop (Hub 3): Driving Marketing Innovation Through Creativity

In 2022, AB InBev took the #1 spot on WARC's Creative 100, Effective 100, and the coveted Cannes Lions Creative Marketer of the Year. AB InBev firmly believes creativity drives outstanding business results, and it has embedded this at the center of the company's transformation, revolutionizing how it approaches creative ideation, development, measurement and execution over the last few years.

Join Luiz Barros, VP, Data, Analytics, Global Media, and Anastasia Leng, Founder & CEO of CreativeX, as they discuss applying discipline to creativity, innovating the creative measurement process, and striving to become the most creatively effective company in the world.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Anastasia Leng - CreativeX
Luiz Barros - AB inBev
Anastasia Leng Luiz Barros
Workshop (Hub 2): Two Truths & A Lie: Debunking & Then Redefining Social Media Conventions

The traditional sales funnel as we know it has collapsed, with all channels—social included—now impacting brand and revenue metrics. Yet, social media marketers still organize and allocate dollars based on outdated conventions. Despite Gen Z ushering in new behaviors, the rise of social commerce and the creator economy, the existing labels of paid and owned, CRM and community hold us back. Marketers can’t seem to break free from our old philosophies to unleash the full-funnel value of social media.

Join Danielle Donnelly, Chief Strategy Officer of Formerly Known As, as she debunks outdated social media “best practices” and highlights new beliefs that redefine how social media can deliver impactful business results for brands beyond just impressions.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Danielle Donnelly - Formerly Known As
Danielle Donnelly
12:40 PM - 1:25 PM
Lunch
 
 
 
1:25 PM - 1:45 PM
How Brands and Artists Work Together in the Metaverse

With promises of the metaverse making headlines around the world and consumer spending on video gaming in the U.S. crossing $28.92B in the first half of 2021, defining where your brand fits in this rapidly evolving landscape is more important now than ever before. Up until now, concerts have been reaching millions of people across the globe with everyone from A-listers to rising stars engaging with fans in virtual worlds. Today, we see more and more brands joining artists on the virtual stage through sponsored experiences, merch drops, and more. 
 
In this session, join Former Vice President, Head of Music at Roblox, JonVlassopulos and Logitech Head of Entertainment Meredith Rojas as they explore how labels, brands and artists can work together seamlessly in the metaverse to drive value for all parties. The opportunity is massive.
 

Jon Vlassopulos - Roblox
Meridith Rojas - Logitech
Chaka Cumberbatch - Google
Jon Vlassopulos Meridith Rojas Chaka Cumberbatch
1:50 PM - 2:10 PM
Individual Experience, Collective Content Creation

Brand experiences are increasingly becoming hyper-personalized and hyper-local. These individual moments combine into a collective storytelling process that is held together by the thread of user-generated content. Whether the experience is digital, physical, or some mix of the two, brands can leverage this content to activate globally, fostering connections that transcend distance, language, and demographics.

Join TINT’s S. David Ramirez and Ivonne Aldaz, Lead Researcher and Content Creator at Future of Marketing, as they explore a framework for designing scalable community-driven content initiatives powered by individual creators and creatives. You’ll walk away understanding the essential elements of community-driven campaigns, the implications of building trust and repurposing community content to design future brand experiences and activations, and the role of multi-realm brand experiences in capturing first-party data and creating captivated audiences.
 

S. David Ramirez - TINT
Ivonne Aldaz - TINT
S. David Ramirez Ivonne Aldaz
2:15 PM - 2:35 PM
The Future of Content is Personalized: From Insights to Action

Personalization is the future of content: consumers are now looking for ideas and entertainment beyond "traditional" social feeds on surfaces that are both tailored to their interests and privacy-first. To remain competitive, brands will not only need to diversify their media mix across platforms -- they'll need to deliver more snackable, visually compelling stories that "click" with audiences and keep privacy in mind.


In this session, join Google's Arthur Gerigk and Eva Valerio as they share the latest industry insights and changes in consumer behavior and content consumption. Plus, hear how brands are successfully adapting their media strategies to meet this shift by amplifying their creative storytelling to new platforms.

 

Arthur Gerigk - Google
Eva Valerio - Google
Arthur Gerigk Eva Valerio
2:40 PM - 2:50 PM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
2:50 PM - 3:10 PM
Your Best Influencer Marketing Campaign will Come from the Comments

No one knows the blurred lines between the virtual and real world best, than @timmchiusano a VP of creative and production at a fortune 100 company, with a side hustle as a TikToker who has amassed an audience of over 400k. Timm has the unique experience of being a creator, connecting with people in a virtual world, while also helping brands create their own brand story. One of the most powerful things he has discovered is how integral your audience is.

 

From strategizing to measuring; a creator’s audience is a valuable resource to building the most effective influencer marketing strategies. Once you understand who the audience is, what they want, and where they want it, you can maximize the impact of your output.

 

Join #paid’s Head of Business Strategy, Ashley Riske, and Creator, Timm Chiusano, as they discuss understanding an audience, tools to engage with an audience for both strategy and measurement, and Timm's learnings for brands as he sits in the intersection between the creative and corporate world.

 

Ashley Riske - #paid
Timm Chiusano
Ashley Riske Timm Chiusano
3:15 PM - 3:35 PM
One Year In: How BuzzFeed Found Success in Livestream Shopping

In today’s world of converging experiences, BuzzFeed found opportunity and success in the livestream shopping space. Last year alone, the company streamed over 60 different live shopping events that attracted over 4.4 million visitors. With an audience who watched over1.1 million minutes of content, BuzzFeed is integrating the real world with the virtual to shine a light on products for a global community.

Join Nilla Ali, Executive Vice President, Commerce at BuzzFeed, Inc. for an intimate fireside chat on the company’s foray into the livestream format. She’ll discuss the opportunities for digital real estate, adding value to brands, consumer behaviors and the year ahead for BuzzFeed, Inc.
 

Nilla Ali - BuzzFeed
Mark Stenberg - Adweek
Nilla Ali Mark Stenberg
3:40 PM - 3:45 PM
Adweek Closing Remarks
 
Jess Zafarris - Adweek
Jess Zafarris
3:50 PM - 5:00 PM
One-to-One Meetings

One-to-one Partner/Elite VIP networking meetings to take place during the reception. Cocktails will be served.

 
 
Cocktail Reception hosted by Google
 
 
 

MARKETING IN THE AGE OF OWNERSHIP

Web2 gave rise to social media platforms and UGC, making every internet user into a creator. As we enter the Web3 era of the internet, marketers face a more decentralized world in which creators can create wealth together with their communities: the ownership economy. With balances and incentives shifting, marketers have an opportunity to reset the way they approach ownership-minded consumers and creators--in addition to changing attitudes toward data privacy and online identity.

On the final day of Social Media Week, we’ll unpack the changing power dynamic when it comes to ownership and what this means for marketers, creators, and consumers. 

8:00 AM - 5:00 PM
CVA Check in
 
 
 
8:30 AM - 9:30 AM
Breakfast and Registration
 
 
 
9:30 AM - 9:35 AM
Adweek Opening Remarks
 
Matt Steinmetz - Adweek
Matt Steinmetz
9:35 AM - 9:55 AM
How Anheuser-Busch is Pushing the Beer Category to New Heights in Web3  

It’s no secret NFTs are redefining how we think about creativity, community, and ownership. As brands old and new embrace these opportunities, they must also juggle the challenge of rethinking their approach to digital marketing in order to effectively succeed in the newest version of the web.  

In this session, join Spencer Gordon, Vice President, Connections and draftLine at Anheuser-Busch InBev as he explores how the company’s global brands are finding success and learning from its web3 projects including the launch of programs from Budweiser and Bud Light NEXT. As part of these drops, the company has released more than 25k tokens that celebrate innovation, community and the next generation of creators.

 

Spencer Gordon - Anheuser-Busch InBev
Netta Thomas - Adweek
Spencer Gordon Netta Thomas
10:00 AM - 10:20 AM
The Era of The Creator: How To Future-Proof Your Social Commerce Strategy

The $100 billion valued creator economy is disrupting the landscape of advertising, and the surge for personalized content is more critical than ever. Creators are disrupting traditional branded content ads with the unprecedented influence of massive social media platforms like TikTok. Marketers need to adapt to the new era - or else lose out on captivating Gen Z and the digitally native generation.

Join Luis Carranza of Social Native in the discussion of future social commerce trends. Discover how to overcome the challenges with scaling high-performing content, 2X conversion, and how to meet growing consumer demands for sophistication and personalization.

 

Luis Carranza - Social Native
Luis Carranza
10:25 AM - 10:45 AM
The Power of Web3: Evolving Relationships Between Brands and Creators 

Social media and interactive platforms are fueling the future of entertainment as we know it. Digital creators have a powerful and unique position to own their content, and interact with their audiences in ways the industry has never seen before and that transcend audio and video. The relationship between digital creators and brands is evolving before our eyes as Web3 brings new meaning to content creation, ownership, and media platforms. 
 
Join Adweek and Falon Fatemi, Chief Executive Officer and Co-founder of interactive entertainment platform Fireside, for a discussion about the promise of Web3 for creators, the brands that partner with them and the audience. Attracting a number of high-profile creators, this app understands the kind of content that is resonating in real time. 
 

Falon Fatemi - Fireside
Adam Waheed
Gabby Ulloa - Adweek
Falon Fatemi Adam Waheed Gabby Ulloa
10:50 AM - 11:10 AM
Social Ads: Are You Taking Them Personally?

Social personalization has gone from a pipe dream to a necessity when it comes to how brands plan social media ad campaigns. Does it work across all social platforms? How can you build it into existing workflows without adding even more complexity to your process? What considerations do you need to factor in both for creative and delivery? When will personalization have the biggest impact on performance? Learn about the major challenges and opportunities for social personalization and get concrete tips for what to do next.

In this session, Mediaocean CMO Aaron Goldman will share strategies for creative personalization to make sure your social ads are tailored to the people seeing them. Don’t miss out! And do take it personal!

 

Aaron Goldman - Mediaocean
Aaron Goldman
11:15 AM - 11:20 AM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
11:20 AM - 11:35 AM
Programming Break
 
 
 
11:35 AM - 12:05 PM
Workshop: Discovery Ads 101: Build More Demand for Your Brand (Hub 3)

To keep the next customer engaged, brands need to stay ahead of the game to capture every creative storytelling moment across every possible surface. Join Google's product experts to learn how you can create interest and demand with visually engaging ads in the immersive feeds on YouTube, Discover, and Gmail.

From insights on our latest features to customer stories to best practices, get ready to learn all the tips and tricks to build successful campaigns that deliver on your bottom line.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

John Battaglia - Google
Jonathan Kim - Google
John Battaglia Jonathan Kim
Workshop: Creative Ad Effectiveness, How to Measure It and Why It Matters (Hub 2)

Creativity is increasingly foundational to marketing success and sustained business growth. The creative choices you make - from the length of a title to the crop of a video are essential to driving advertising effectiveness. Consistent measurement, experimentation and learning leads to accumulating valuable creative insights beyond a single campaign. With the ever-changing ads ecosystem, creative execution is becoming even more important than ever. Join Meta’s Director of Marketing Science, Gena Stanglein, to learn more about the long-term success and impact measuring creative effectiveness can have. Hear directly about the tips, tricks and tools that will help you create this strong strategy and ultimately drive results.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Gena Stanglein - Meta
Gena Stanglein
Workshop: Social Gaming and the Metaverse: What Brands Need to Focus On (Hub 1)

As the metaverse expands, gaming is the 'hot white star' for Brands.

Brands are increasingly looking for ways to connect with consumers in the digital age and social gaming has emerged as the most powerful channel. Nearly 60% of Americans now play video games, and social gaming is a growing trend, especially after the COVID-19 pandemic started a couple of years ago. But as the landscape continues to evolve, it can be tough to keep up with the latest trends and best practices.

In this session, join Jorge Prado and Eddy Prado, co-founders of Admazing as they discuss strategies for how brands can leverage social gaming to achieve their marketing goals and what level of brand integration is right for social gaming. We'll also discuss some of the challenges that brands may face within the metaverse and how to overcome them successfully.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Jorge Prado - Admazing
Eddy Prado - Admazing
Jorge Prado Eddy Prado
12:10 PM - 12:40 PM
Workshop: What’s a WAGMI? (Hub 2)

The world of NFTs is simultaneously super broad and super specific, leaving many marketers wondering where to start. And the slag you see on Twitter doesn’t make it any easier. DYOR? FUD? GM? This session will be a light speed introduction to NFT terminology so you can start listening to the conversation and see where your brand fits in.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Adam Ilenich - Rarible
Adam Ilenich
Workshop: Beats, Bytes and Brands Presents: A Masterclass in Music and Live Streaming (Hub 3)

Brands love engaging with live music. Even during the midst of a pandemic, hundreds of millions of dollars have been spent on brand sponsorships and activations in conjunction with tours and festivals across the globe. For many brand marketers, the question isn’t if their brand should activate in the live music space, but how. That question has become more complex, especially as more tours and festivals hybridize their events to both in person and online. In this SMW masterclass, you will learn the mechanics and strategy of building a successful live stream, why live streaming can help brands more confidently enter the Web3 market and what lessons marketers can take from the brands who have successfully built some of the highest profile live stream activations to date. This masterclass will be presented by brand marketing and music industry experts Jesse Kirshbaum, CEO of NUE Agency and Clayton Durant, Senior Manager of Emerging Media at MWWPR and Founder of CAD Management who pen the monthly Adweek column, Beats, Bytes, and Brands.

This workshop will be streamed live and can be watched here.

For those unable to gain access to the Hub room to watch in-person due to seat capacity limitations, we ask that you stream the session to your device in the lounge.

Jesse Kirshbaum - Beats & Bytes
Clayton Durant - Beats, Bytes & Brands
Jesse Kirshbaum Clayton Durant
12:40 PM - 1:25 PM
Lunch
 
 
 
1:25 PM - 1:45 PM
What Web3 Means for Marketers 

Curious what "Web3" is and what it encompasses in its very early stages? Wondering what the next era of the internet includes? From what "the blockchain," "NFTs," and the "metaverse" mean, and how brands, IP owners & marketers can use them? The idea of 'digital assets' is not new, but the ability to own them is.  

Hear from Avery Akkineni, President, VaynerNFT, Allison Sturges, Head of Strategic Partnerships, Genies and Rachel Webber, Chief Brand and Strategy Officer, Playboy on how to unlock the potential of one of the biggest technology shifts of our time, and how you can build long-term strategic projects that can incentivize and reward brand advocacy and customer loyalty through this new technology.
 

Avery Akkineni - VaynerNFT
Rachel Webber - Playboy
Allison Sturges - Genies
Avery Akkineni Rachel Webber Allison Sturges
1:50 PM - 2:10 PM
How the Creator Economy will Disrupt the Metaverse, Web3, and All Media

As the decentralization of content, data, and platforms continues to sweep the entertainment and advertising industries and emerging buzzwords like Metaverse and Web3 surround us constantly, many wonder how brands can navigate this ever-complex space and evolve the way they interact with and communicate to their audiences. In its current state, many brands rely on manual and often archaic processes to connect with their audiences, but with the next wave of technology and the evolution of the Creator Economy, we are seeing incredibly impactful, scalable, and data driven opportunities arise. How can brands efficiently and effectively scale the power of creators and influencers in a time where content is decentralizing and deeming traditional methods of advertising ineffective? Join CEO of BEN Group for this discussion focused on helping brands navigate the Creator Economy, emerging technologies, and the necessity of relying on AI to do so.

 

Ricky Ray Butler - BEN
Ricky Ray Butler
2:15 PM - 2:35 PM
DAOs and What Brands Can Learn from the Rise of Community-Fueled Ownership

Decentralized autonomous organizations, DAOs for short, entered the cultural mainstream in 2021 on accelerated interest in crypto in pop culture. DAOs allow for groups of people to get together and collectively own businesses or assets in a decentralized fashion. For example, in late 2021 a group of investors rallied together to establish a DAO that could effectively compete to bid on a copy of the U.S. Constitution at a Sotheby's auction. 

Given the community focus of DAOs, marketers stand to benefit from learning about the magic of successful DAOs and new consumer behaviors that make collective ownership an attractive aim. In this session, you'll learn about two DAOs from the people behind them and walk away with a better understanding of shifting consumer mindsets and what that means for marketers. 
 

Kirby Porter - New Game Labs
Sheldon Day - The Players Company and BankDAO
Amir Carlisle - The Players Company and BankDAO
Kirby Porter Sheldon Day Amir Carlisle
2:40 PM - 2:50 PM
Trivia: Presented by Tubular Labs
 
Al Mannarino - Adweek
Al Mannarino
2:50 PM - 3:10 PM
The Rise of the Social Entertainment Era: How to Remain Agile and Drive Results

The world of social media has undergone a drastic transformation. Consumers are growing tired of the traditional social media experience of 2005 – 2020, with time shifting dramatically away from connection-based feeds to video-driven entertainment formats. This evolution is not just about the content itself, but fundamentally about how it is delivered. There is a transition from the traditional social graph to what is known as the content graph. In the content graph, reach is uncapped and the best content wins.

In this discussion, Kate Kenner Archibald, Chief Marketing Officer at globally-leading social media marketing solution Dash Hudson, will sit down with Megan Streeter, Chief Marketing Officer at the powerhouse, born-on-social hair care brand, Prose. The conversation will break down the rise of the social entertainment era, what it means for brands, and what’s working to remain agile and drive results.
 

Kate Kenner Archibald - Dash Hudson
Megan Streeter - Prose
Kate Kenner Archibald Megan Streeter
3:15 PM - 3:35 PM
The A0K1VERSE, NFTs and the Future of Fan Engagement 

Dubbed an “unabashed futurist” by Fortune, Steve Aoki is one of the few entertainers to always be at the forefront of trends and key cultural movements and the world of NFTs is no exception. Earlier this year he launched A0K1VERSE, a brand-new community ecosystem bridging the metaverse with the real world, ambitiously integrating web 2.0, web3 and IRL experiences together in a one-of-a-kind tokenized social club.  
 
In this session, join the multi-hyphenate artist and entrepreneur as he discusses how NFTs are an authentic continuation of his personal brand, how he continues to navigate the evolution of this space, and the opportunity for this to be a space where consumers and fans can engage in a meaningful, visceral way.
 

Steve Aoki
David Griner - Adweek
Steve Aoki David Griner
3:35 PM - 3:40 PM
Adweek Closing Remarks
 
Toby Daniels - Adweek
Toby Daniels