WEDNESDAY, AUGUST 21, 2013
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1:00 pm - 7:00 pm
Registration
3:00 pm - 3:15 pm
Opening Remarks
Greg Bailey, Vice President, Marketing, Pacific Life Insurance Company
3:30 pm - 4:15 pm
General Session
The Opportunity for Financial Services Marketers is ‘now’ on Twitter
John Ploumitsakos, Director of Online Sales, Twitter
Dipayan Gupta, Director of Social Media Marketing, New York Life Insurance Company
Twitter is a series of ‘now’ moments. Whether it’s a live event or breaking news, opportunities to own those moments are everywhere. Yet many financial services marketers are unsure how to approach the situation and have yet to jump into the action. John Ploumitsakos will show you how to recognize opportunity and be better prepared to capture crucial marketing moments on Twitter - now and all year long.
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4:15 pm - 4:30 pm
Break
4:30 pm - 5:30 pm
General Session
How to Create Marketing Moments on Twitter
Dan Greenberg, Account Manager, Twitter
Rebecca Yuen, Financial Service Account Executive, Twitter
The paradigm has shifted from scheduled and prescriptive media planning to marketing in the moment. How do you own the moment with shareable content that engages your customers and financial services consumers? The Twitter team will provide hands-on training with simple best practices and easy-to-implement procedures that you can put into use immediately to help you own the moment and turn active, participatory conversations into high-impact marketing moments.
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5:30 pm - 7:00 pm
Reception with Exhibitors
THURSDAY, AUGUST 22, 2013
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7:00 am - 5:00 pm
Registration Open
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7:00 am - 8:00 am
Continental Breakfast with Exhibitors
8:00 am - 9:30 am
Opening Remarks and Keynote Speaker
Presiding, Greg Bailey, Vice President, Marketing, Pacific Life Insurance Company
Gary Vaynerchuk, CEO, VaynerMedia
Bestselling author and entrepreneur Gary Vaynerchuk will provide insight into how he leveraged social media to grow the annual revenue of his family’s business from a $3 million to a $45 million enterprise.
Considered a quintessential maven of modern-day marketing, Vaynerchuk is a
New York Times and
Wall Street Journal best-selling author as well as a self-trained wine and social media expert. In high school, while working at his family-owned liquor store, he started reading The Wine Spectator among other wine books and realized that collecting wine offered an allure similar to his previous hobby of collecting baseball cards.
With a newfound wealth of knowledge, an entrepreneurial spirit, and a clear recognition of the emergence of e-commerce in 1997, Gary launched Winelibrary.com and helped grow his family business from $3 million to $45 million by 2005. Although Gary does not consider himself to be a “techie,” in 2005 he began video blogging and established himself as a true social media trailblazer. Gaining nearly 1 million Twitter followers, Gary was included in BusinessWeek’s list of the “top 20 people every entrepreneur should follow.”
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9:30 am - 9:45 am
Refreshment Break
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9:45 am - 10:45 am
Concurrent Sessions
Session 1
Social Media in a Regulated Industry – Success Through Collaboration
Lauren Heerlein, Creative Director – Brand Communication, John Hancock
Kathy Pettit, AVP US Compliance Group, John Hancock
Marie Politis, Vice President, Online Experience, Mass Mutual
In a regulated industry such as financial services, Social Media can be a challenging endeavor. However, some companies have been quite successful in developing a strong social strategy. John Hancock and MassMutual are among the most successful companies in developing a social media strategy. Ms. Politis, Ms. Lauren Heerlein & Ms. Kathy Pettit will share how Mass Mutual & John Hancock have successfully developed social media strategies by forging partnerships with key associates in their respective companies. Attendees in this session will learn how they may develop a successful social media strategy through organizational collaboration.
Session 2
Rising Above the Noise: Social Media’s Role in Solving the Trust Gap
Augie Ray, Director of Social Media, Prudential Financial
Today, brands focus on likes and fans, but rising above the social media noise has never been more difficult. At the same time, financial services firms face a crisis of trust with consumers — a problem social media is particularly well suited to help resolve. What is the trust gap and how can financial services companies leverage social media to close it?
Session 3
Ways to Engage with Social Media Users
Martha Hayward, VP Social Media, Fidelity Investments
Mark Mulvey, Group Creative Director, Fidelity Investments
Sarah Molinari, Director, Social Media , Fidelity Investments
Social media has unlocked many new forms of communication between brands and customers. Fidelity Investments has been developing a variety of ways to engage with fans and followers on Facebook, Twitter, and YouTube. This includes videos that are designed to be shared, interactive tools, visual content, and the FutureTimeline app for Facebook. In this session, a panel will explore the ways they participate and innovate in various social media formats.
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10:45 am - 11:00 am
Refreshment Break
11:00 am - 12:00 pm
General Session
Insights and Opportunities: A Changing Industry
Glen Reardon, Head of Industry, Financial Services, Google
The Future Is Here. A Peek Around the Corner:
- Game changing digital trends
- Best in class: leveraging digital in financial services and beyond
- What to do in a world turned upside down? Questions for the C-suite
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12:00 pm - 1:00 pm
Lunch With Exhibitors
1:00 pm - 2:00 pm
General Session
Hire, Market, Sell — How to Use LinkedIn Effectively to Make Your Organization More Productive and Successful
Ben Ortman, Social Business Connector and Innovator, Global Accounts, LinkedIn
LinkedIn has established the world’s largest and most powerful professional network. Currently, more than 225 million professionals are on LinkedIn, including executives from all 500 of the Fortune 500 companies, as well as a wide range of household names in technology, financial services, media, consumer packaged goods, entertainment, and numerous other industries. LinkedIn adds two members every second. Learn from one of LinkedIn’s leading social selling “evangelists” how to maximize LinkedIn in an increasingly social world.
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2:00 pm - 2:15 pm
Refreshment Break
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2:15 pm - 3:15 pm
Concurrent Sessions
Session 4
Connecting With Humans: Using Social Media to Build (Business) Relationships
Sheryl Brown, Social Media Coordinator, Ash Brokerage
Norah Denley, Senior Research Analyst, Technology in Marketing & Distribution, LIMRA
Whether your company is B2C or B2B, whether you work through a career or independent sales force, through an intermediary or direct to the policy owner, you are communicating with people. Engaging with consumers and business contacts as people rather than “audiences” allows companies to understand needs and provide valuable information, products, and services in return. How is the financial services industry using social media to go beyond growing audiences to building relationships? In this session, LIMRA will share its latest research on the use of social media by companies and financial professionals to create more engaging relationships.
Session 5
Social Collaboration Leveraging Internal Online Communities
Mark Stalsberg, Assistant Director of Field & Client Insights, Northwestern Mutual
Where are you in your social collaboration journey? Are you discovering that as social media becomes more prevalent in financial services companies, the opportunities to learn and innovate are almost limitless with the right mix of people, processes, and technology? Attendees in this session will learn about Northwestern Mutual’s in-roads into leveraging social collaboration technologies to connect “people to people” and “people to content” in its field technology and operations organizations. An open discussion will follow a 40-minute presentation.
Session 6
Social Media Brand Management: An Alliance between Marketing and Compliance
Melissa Callison, Vice President, Compliance, Charles Schwab & Co., Inc.
Gregory
Comolli, Senior Manager of Brand Advertising, Charles Schwab & Co, Inc
Social media plays a larger role in brand management than anyone imagined just two years ago. Today, social media is equally important as other forms of marketing and communications in dynamic brand management. Marketing and compliance teams worked closely to launch a re-branding effort which included significant use of social media. The Charles Schwab team will share significant lessons learned along the way!
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3:15 pm - 3:45 pm
Refreshment Break
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3:45 pm - 5:00 pm
Sponsor Showcases
3:45 – 4:15 PM-Sponsor Showcase
Sponsor Showcase 1 – Actiance
Dedham Room
Six Social Principles for Success
Victor Gaxiola, Subject Matter Expert, Social Media, Actiance
Sponsor Showcase 2 – Smarsh
Duxbury Room
Enterprise Social Media
James Douglas, Director of Alliances & Industry Relations, Smarsh
4:30 – 5:00 PM: Sponsor Showcase
Sponsor Showcase 3 – Hearsay Social
Duxbury Room
The Path from Social Media Compliance to ROI
Gary Liu, VP of Marketing, Hearsay Social
Sponsor Showcase 4 – Socialware
Dedham Room
Case Studies and Keys to Successful, Compliant Content Marketing
Bruce Milne, Chief Marketing Officer, Socialware
5:00 pm - 5:45 pm
Social Media Silver Bowl Awards Ceremony
The financial services industry is competitive and entrepreneurial. We perform best when we have benchmarks against which we measure our performance, and solid examples of success that we can emulate and eventually surpass. As an industry we seek contests, designations, and other forms of recognition to advance the cause of our core beliefs — that we and our products are good for people and good for the economy. Join the fun as we announce the winners of the
first annual Social Media Silver Bowl Awards!-
5:45 pm - 7:00 pm
Reception with the Exhibitors
FRIDAY, AUGUST 23, 2013
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7:00 am
Registration Desk Open
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7:00 am - 8:00 am
Continental Breakfast with Exhibitors
8:00 am - 8:15 am
Conference Highlights and Silver Bowl Award Winners Announcements
Let’s see how well conference attendees learned from Twitter sessions on the opening day of the conference! Awards will be given for most re-Tweets and most “favorited.”8:15 am - 9:15 am
General Session
Facebook: Investing in People, Banking on Trust
Neil Hiltz, Head of Global Vertical Marketing for Financial Services, Facebook
Build trust by meeting your prospects and customers where they are, every day, to provide for their financial needs. For life.
Meeting financial needs requires communication and trust. With Facebook’s nearly 200M users in the United States alone, it’s never been easier to improve trust with your current customers and build trust with your prospects, while improving your bottom line.
You’ll hear the best practices being used by financial services leaders to leverage this channel to attract new customers and improve performance on your base.
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9:15 am - 9:45 am
Refreshment Break - Exhibitor drawing, last chance with Exhibitors
9:45 am - 10:45 am
General Session
Four Timeless Business Lessons Revived in the Social Media Era
Clara Shih, CEO, Co-Founder, Hearsay Social
The value of advisor relationships hasn't changed. Producer's connection with their customers and the community are the key to growing business. However, the way that advisors connect with and relate to customers has changed. This session will cover four timeless business practices that should be engrained in your field force, and how the practices have been 're-birthed' in the social era.
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10:45 am - 11:00 am
Refreshment Break
11:00 am - 12:00 pm
General Session Panel
Where do we go from here?
Moderator: Amanda M Wilson, Manager, Channel Strategy - Emerging Channels, RBC Insurance
Greg Bailey, Pacific Life Insurance Company
Augie Ray, Prudential Financial
Heather Ross, SunLife Financial
Additional Panelists TBA
The panelists consisting of conference speakers and members of the Social Media Advancement Council will discuss key lessons learned at the conference and provide a conference retrospective plus insight into where do we go from here. In addition to this lively exchange among the panelists, this will be an opportunity for attendees to seek answers to any remaining questions on where to go from here with regard to Social Media in their organization and the Financial Services.
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12:00 pm
Adjournment