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Conference 2 Day 2Digital BehaviourProgram: Wednesday, November 38:00 – 9:00Continental Breakfast 9:00 – 9:10 Chairperson's Opening Remarks 9:10 – 10:00 KEYNOTE ADDRESS: Enlisting Gen Y and Boomers to Become Digitally Involved with Your Brand David Capece, CEO, Sparxoo Consumers trust friends, family, and other consumers for product recommendations, so positive buzz in the community brings you new customers. 68% of US Facebook users are more likely to buy a product based on a positive Facebook Friend referral. Gen Y is the most immersed in social media, and boomers are the fastest growing population in social media. David will share best practices and examples to inspire you to further engage current and future customers via digital media. 10:00 – 10:45 CASE STUDY: Multichannel Multitaskers: Engaging Millennials in Three-Screen Culture Sidneyeve Matrix, National Scholar of Media, Queen's University Gen Y is not only adept at juggling multiple tasks, they do so across three screens and often simultaneously. Research shows they're not alone: Gen Y, digital boomers, and even silver surfers spend more time shifting between screens and gadgets every day. For the digital natives especially, it's natural to divide attention between TV and computer monitors and mobile phones, to consume, communicate, and create content to share on social networks. That means cross-platform marketing and communications plans are most effective with millennial consumers---but it leaves the issue of how best to capture Gen Y's undivided attention. This presentation reviews case studies and best practices in multichannel marketing to millennials, including campaigns using social media to inspire offline brand engagement. 10:45 – 11:00 Networking Break 11:00 – 11:45 CASE STUDY: Social Media Activity: Where Are They and What Are They Doing? Andrea J. Stenberg, Chief Strategist & Founder, The Baby Boomer Entrepreneur Boomers and millennials have widely different comfort levels with technology. Their use of social media is also widely different. These two generations visit social media sites for different reasons, use them differently and have different expectations. Therefore marketers cannot have a one-size-fits-all approach to marketing with social media. In this session, Andrea will look at who's online where, what they're doing and who they're speaking with. You will also hear some case studies of how brands and businesses connect with each group 11:45 – 12:30 Is Your Brand Talking to the (Fabulous) Boomer Consumer Online? Nancy Shonka Padberg, CEO, Navigate Boomer Media, LLC Join Nancy as she will address the online habits and purchasing power of baby boomers and show how they will rock your world - or not. Engage them. Embrace them. They have $2 trillion to spend. They will not retire to rocking chairs or play bingo; it's about pilates and pole dancing. It's about spending 15 hours a week online, purchasing seven cars over the age of 50, enjoying 80% of luxury travel and controlling 70% of U.S. wealth. Women aged 50+ make or influence 80% of the household decisions. Is your brand talking to her? 12:30 – 1:30 Luncheon 1:30 – 2:15 Marketing Online to Millennials, Boomers & Businesses Paul Kraemer, Senior Manager, Demand Generation, Digital Cement Inc. Join Paul as he addresses the usage habits of boomers, millennials, and businesses as they relate to search engine marketing, mobile, and social networks. PPC, SEO, Online Advertising – Google, Yahoo, Bing – Facebook, LinkedIn, Twitter – iPhone, Android, SMS. These are just some of the tactics, players and tools you will hear about as Paul explores the online marketing world and the opportunities it presents. Gain insight on just what these channels are, how they're being used across different demographics, and what it all means to you and your business. 2:15 – 3:00 The Booming Mobile Market Marcus Anderson, President, Broadplay Inc. Baby boomers are a largely underrepresented segment in the smartphone category and only half of them consider their phone a necessity. They share unique characteristics in that they are slower to adopt change and they are much more dismissive of trends, preferring instead to see the benefit before they sign on. This attribute was witnessed during their slow adoption of the social media platform Facebook, to which boomers migrated in large numbers only last year. Mobile marketing adoption will likely be similarly slow to their social media uptake. However considering the boomer in more detail and giving the segment room for their unique characteristics, rather than attempting to fit them into the Gen X-Y-Z profile, it becomes more apparent how mobile marketing can complement the baby boomer lifestyle. In this session, Marcus will explore how mobile marketing can effectively reach baby boomers. 3:00 – 3:15 Networking Break 3:15– 4:00 CASE STUDY: Multi-Media Narratives: Engaging on Multiple Screens Sabaa Quao, Managing Director, Cloud AdAgents Multiple screens are a second layer of fragmentation that follows from the primary fragmentation and audience segmentation brought on by the digital era. Tailoring marketing messages and engaging audiences across multiple screens calls for a significant change in approach. In this session, Sabaa will present a three-part hypothesis for marketers to consider as they contend with their next generation of marketing efforts. The hypothesis that Sabaa will present is drawn from his experience running Filminute, the international one-minute film festival that screens every September across multiple media platforms. Filminute generates upward of 3 million minutes of screening by aggregating audience views across multiple web sites, mobile, television, and digital installations. These insights have in turn been applied to Cloud clients such as Cineplex, Rogers Wireless, and Kia Motors. 4:00 – 4:45 CASE STUDY: Content is Still King: How to Harness the Power of Branded Content to Build Your Brand Chris Advansun, Digital Content Strategist, Venture Communications What is all the buzz about branded content? Branded content is the latest online marketing trend that brands are leveraging to connect with customers. It is an exciting blend of creative collaboration between producers, media, agencies and brands to develop compelling content – whether it's a video, a mobile application or a game. Learn how to leverage this exciting marketing discipline to reach and engage audiences both young and old. In this session, you will learn: the five Ws of branded content, how to develop a content strategy for your brand, the do's and don'ts of digital marketing and be inspired by examples of branded content and digital marketing that makes a difference to brands' bottom lines. 4:45 – 5:00 Chairperson's Closing Remarks |
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