SIC 2012 Agenda

Monday October 29
Tuesday October 30
  • Sessions: 10:10AM // 11:20AM // 12:20PM // 1:10PM // 2:20PM // 3:30PM // 4:30PM

    9AM // OCT 29

    9am–9:50am

    9AM speakers have been rescheduled to 12:20PM and 4:30PM.

    10:10AM // OCT 29

    10:10am–11am

    LL2

    Laura Porto Stockwell, VP, Experience Strategy at POP

    The Post Modern Reality: Connecting in a Deconstructed World

    You’re constantly on multiple screens! Work-life balance has turned into work-life blending! No one knows how to spell anymore! Could these we signs of the apocalypse? We think not. Rather than suggesting impending doom, these new ways of living are signs that we have entered a post-modern era.  The challenge is that we are resistant to letting go of old norms. Join Laura Porto Stockwell to learn how communication technologies have shaped the way we think about time, space and community over the past 4,000 years; gain insights into how to design for a post-modern world and see how these approaches have been applied to help organizations move boldly into the future.

    10:10am–11am

    LL1

    Factor Workshops by FILTER

    Bram Wessel – Experience Strategist and Principal, Factor
    Pam Shales – Experience Strategist and Principal, Factor

    Collaboration Talk

    In this session, Pam Shales and Bram Wessel of Factor will discuss how collaboration is essential to thrive in today’s creative business environment.  We will describe how collaboration techniques can avoid pitfalls, minimize risk, enhance capabilities and deliver better digital products.  We’ll help attendees understand how they can implement innovative collaboration techniques in their own organizations.

    10:10am–11am

    304

    David Shing, Digital Prophet at AOL [KEYNOTE]

    Recalibrating Digital Conversations

    As the digital landscape continues to shift, marketers need to move away from “campaigning” at consumers and toward having “conversations” with them. In the embracing of a more humanized experience, attention is becoming the new currency measured by dwell time and engagement – not just the quick drive-by of a “like” or a “follow.” In what will certainly be a dynamic, energetic and entertaining presentation, get enlightened by a meaningful and insightful look at digital trends, how they are affecting behavior and what’s next on the digital journey roadmap.

    10:10am–11am

    303

    Kevin Mackey, PointB.com, Business Intelligence Lead, (Moderator)
    Patrick Negron, Director of Data Science Product & Operations, Cobalt
    Arun Jacob, Director of Data Solutions for Disney Technology Solutions & Services
    Brett Sheppard, Sr. Product Marketing Manager at Tableau

    Riding the big data wave….

    Big Data is here; you can get top and ride this to success for your business or crash and burn under the weight. How will you deliver compelling and personal experiences to your customers? How will use you data to improve your business? In many cases, using data smartly is the difference between success and failure. With a growing number of new technologies from Hadoop, NoSQL, in-memory databases, data visualization, we need to demystify Big Data and take the opportunity by the horns to deliver new insights, faster. From product to development; join us in a compelling dive into Big Data.

    10:10am–11am

    302

    Beauty Retail Panel

    Shauna Causey, Decide.com (Moderator)
    Alissa Hsu Lynch, Valeant Pharmaceuticals,
    Julie Johnston, drugstore.com,
    Eric Gottloeb, Walgreens

    Beauty and The Retail Beast: A Snapshot of Online Retailing and the Beauty Industry

    When you think of vertical categories that have thrived online and in the broader digital economy, things like books, music, ticket sales, and maybe even apparel come to-mind.  But beauty products??  Counter-intuitive as it may seem, beauty-product retailers have been thriving for years: and many of the lessons and success factors can be applied to just about any online business or service. 

    Get first-hand accounts from leaders from the online beauty industry—you may just come away with some beautiful new perspectives that can be applied almost universally. Learn how the beauty industry is leveraging their passionate communities in search, social and review sites to build brand loyalty and engagement.

    10:10am–11am

    301

    Dan Beranek, Director of Global Digital Marketing, Starbucks Ryan Turner, Director of Global Social Media and Digital Creative, Starbucks

    Beyond the Big Idea

    How does Starbucks, one of the world’s largest brands in social media and a leader in digital marketing, realize value from the scale of its fan base? How do we overcome not just advertising blindness but the indifference of customers trained to expect a catch with every benefit? How do creatives and planners need to think differently to deliver meaningful brand experiences amidst transient loyalties and in media environments where the competition isn’t just other advertisers but customers’ best friends?
                                                                  The answers might surprise you — Dan Beranek, director of Global Digital Marketing, and Ryan Turner, director of Global Social Media and Digital Creative, will suggest there’s a blueprint for success, and it starts with a powerful collaboration between versatile multimedia creatives and born-digital integrated planners. At Starbucks, two new hybrid disciplines collaborate in new ways to bring the networked brand to life. Marketing with actions. Creative that mobilizes. Telling the right stories to the right people in ecosystems of richer context than ever before—social, topical, and local.

    10:10am–11am

    205

    Nika Smith Auld, Senior User Experience Researcher, Blink Interactive

    A SIRIes of Unfortunate Events: Users’ Emotional Responses during the First Month of Siri Use

    Blink Interactive conducted a month-long study of new iPhone 4S owners to find out what they think about and how they interact with Siri speech recognition technology during the first 30 days of use. What we uncovered was a series of emotional responses to the technology as users approach Siri for the first time, begin exploring its capabilities, and ultimately come to terms with how it can truly fit into their lives. Join Nika Smith Auld as she paint a telling story about the history of speech recognition, the ways that speech recognition technology on mobile devices can and should elegantly integrate into users’ lives, and the impact of speech recognition failures on users’ experiences.

    10:10am–11am

    204

    Keith Smith, CEO of BigDoor

    Loyaltyball: How the World's Largest Sports Leagues Create Massively Loyal Audiences

    Turning casual users into loyal fans is a challenge that even the best known consumer brands struggle to solve. Uncover the secrets of how two major sports leagues cracked the code on how to systematically acquire, engage and retain their digital audiences.

    10:10am–11am

    202

    Kyle Roozen, Senior Manager at ACME Business Consulting
    Dave Kohel,Director of Digital Brand Technology for Nike
    Todd Ames, Global Experience Director for NIKEiD

    Mobile Web: Creating a Consistent Experience for Consumers in Emerging Retail Channels

    Years ago, the consumer’s retail experience was limited to brick and mortar stores and bulky catalogues.  With the emergence of the World Wide Web, new retail channels were born, adding to the consumer’s retail experience.  Today, the landscape has again changed with the rapid growth of mobile technology.  The days of differentiating between commerce platforms are dwindling.  Today’s consumers look at a brand and see that brand’s brick and mortar stores, desktop e-commerce, and mobile e-commerce channels in the same light.  With so many consumer touchpoints, brands are faced with the ever present challenge of providing a consistent experience for its customers, no matter the retail channel.  In conjunction with ACME Business Consulting, Dave Kohel and Todd Ames of NIKE, Inc. will jointly discuss the challenges and opportunities that have arisen from the emergence of mobile web, and how agile development has helped the brand build a platform that bridges the gap between brick and mortar, desktop, and mobile commerce.

    11:20AM // OCT 29

    11:20am–12:10pm

    LL2

    Ana Pinto da Silva, Microsoft’s Strategic Prototyping and Advanced Strategies Group (StratPro)

    Design for Innovation: Shaping Design in the 21st Century

    The physical/digital divide is closing. NUI is becoming normal. Social Media feels old-hat and “Big Data” is a fact of life. As the tech revolution moves from adolescence into full-fledged adulthood, the lines between design disciplines are increasingly blurred and new design paradigms are emerging, profoundly affecting the ways in which designers work, innovate and create change. At this critical juncture in the digital revolution, what is the future of design innovation?

    Designers are change makers. Designers are a critical part of the world’s imaginative engine, marking and celebrating even the most mundane moments of the human endeavor. Designers help frame lenses through which we understand and communicate who we are and how we relate to each other – as individuals, as tribes, as communities at every scale. Design marks the cleaving point between art, technology, business, science and culture. Ultimately, design shapes action and at its best, serves as a cultural change agent in the service celebrating the arc of human potential.

    What is the future of design innovation? What technological, cultural and demographic forces will shape the way we practice design? How will design impact the development of technology? What does this mean for traditional and emergent design disciplines? What does it mean to be a designer in the 21st Century? In what ways will designers act as disruptors and change agents? What central problems are designers especially positioned to solve?

    This talk will take a broad look at the future of design and design innovation, contextualizing the role of design in the past century and looking forward to the century ahead to understand the future potential of design innovation.

    11:20am–12:10pm

    304

    Jack Menzel, Product Management Director for Google Search [KEYTNOTE]

    Making Search Smarter

    When we think about the future of search at Google, we want to be able to answer any question. To do that, we need to be able to understand more about what you’re asking. Up until now, search has essentially been about matching keywords to queries without truly understanding what things are in the real world. For example, to a search engine, the words [taj mahal] are just those two words. In the real world, [taj mahal] could mean the monument, the musician, or a casino in Atlantic City. With our recently launched Knowledge Graph, this added intelligence is a step towards making search smarter, so we can move closer to building the “Star Trek computer” of the future.

    11:20am–12:10pm

    303

    John Roderick, Musician
    John Hodgman, The Daily Show
    Merlin Mann, Independent Writer
    Jonathan Coulton, Musician
    Scott Simpson, Writer

    John Roderick and Friends

    It’s a somewhat natural assumption that artists and cultural engineers would scorn the internet for its presumed pandering, blatant self-promotion, and over indulgence. Not this crew. These five artists, musicians, writers and entertainers are also savvy technological masters. How do they resolve the conflict of industrial and artistic endeavors to not just bridge the cultural divide, but raise the level of those endeavors in each of their fields? This discussion is open to audience interaction, and will be tons of fun!

    11:20am–12:10pm

    302

    James Piper, VP Sales, MillennialMedia (Moderator)
    Barbara Williams, Microsoft’s Interactive Entertainment Business Group, Global SEM and Digital Advertising Lead
    Paul Jennings, Associate Director of Strategy, OMD Chicago
    Kevin Shawver, Sr. Account Director, Point Reach

    Mobile First: How Leadership Brands Are Adapting to the Shift in Consumer Focus

    The amount of mobile content and resources available to consumers has grown exponentially in the past year and, as a result, media consumption habits have changed drastically. Learn how top brands are successfully using the mobile medium to engage with their customers in this new era.

    11:20am–12:10pm

    301

    Lisa Phillips, MySQL DBA at Twitter

    MySQL at Twitter

    MySQL is the persistent storage technology behind Twitter data: the interest graph, timelines, user data and the Tweets themselves.

    This talk will move through a history of Twitter’s MySQL database infrastructure.

    We’ll begin at the beginning and take you through where we are today.  We’ll cover the good and bad times and lessons learned throughout.

    The information presented will include architecture, indispensable tools, monitoring strategies and Twitter MySQL DBA best practices.

    11:20am–12:10pm

    205

    Ross Hudgens, Founder, Siege Media

    The New World of Link Building

    Penguin and Panda have turned the SEO world upside down in the past year. Businesses who relied on anything but content were largely swept to the 2nd page of Google’s rankings, causing a real shift in the way people link build on the web. In today’s new content driven environment, how are businesses generating links? How can the less socially-friendly businesses get citations online without risking the health of their business? This panel discussion between Ross Hudgens and TBA will talk about all of this and more.

    11:20am–12:10pm

    204

    Brian Marr, Director of Strategy at Smashing Ideas

    Truly Connected Experiences

    We all know how the growth in adoption rates of smartphones, tablets and “smart” products has created new opportunities and challenges for companies today. Customers are seamlessly moving between these devices to interact with brands, but many of the experiences provided to them are not built with behavior or context in mind. In this session, we will explore the concept of connected digital experiences. It’s a content and context-first approach to reaching your customers that will change the way you think about planning your next app, website or product.

    11:20am–12:10pm

    202

    Kim Obbink, Executive Creative Director, Vice President, Digital Services at Filter

    The Necessary Elements of Gloriously Unpredictable Outcomes

    Are you tempted to rely on data alone to inspire game changing innovations? Do metrics and analytics change the course of how humans interact with design and technology? How can consumers tell you what they want…. when they don’t know what they could have? Past, present or future, 3 things must collide to truly change the game. Come along with Jan Drake, Kim Obbink, and Lisa Weeks as we explore “The Intersectium.”

    12:20PM // OCT 29

    12:20pm–1:10pm

    202

    Hanson Hosein, President of HRH Media Group

    The Storyteller's Seven Hard Truths in a Networked World - TIME UPDATED

    With the decline of traditional media institutions, there’s an increased need for trusted information. This presents a huge opportunity to individuals, communities, companies and organizations. They can fill that void by telling their own multimedia stories and creating their own channels of distribution — thereby serving as trusted sources in their own right. It’s an “uprising” — people seizing control of communication by building ongoing credible connection through story and digital technology. But there are hard realities to engaging in a chaotic world overflowing with content produced by amateur and professional alike. How do we effectively avail ourselves of storytelling, social media and strategic networking to both attract attention and achieve our Return on Investment?

    1:10PM // OCT 29

    1:10pm–2pm

    LL2

    Gage Social Panel

    Mark Kurtz, Principal, Gage Marketing
    Eric Nystrom, Director of Social Media and Communities at Dell
    Tom Vannelli, 3M / PGA Championship Executive Director

    Global Social Media and Communities: “Inside the Ropes”

    The PGA and 3M chartered Dell and Gage Marketing to establish a live “Social Media Command Center” at a featured PGA tour event. By attending this presentation, you will receive exclusive insights into the strategy, planning and execution for integrating social media + mobile marketing + TV broadcast integration.

    • How can social media and mobile experiences reinforce the value of a live event, whether attending directly, or while watching the event via live TV broadcast?

    • What are the most effective ways marketing executives can integrate brands use emerging channels and tactics to drive sales?

    • How do I measure effectiveness of an integrated live/virtual campaign?

    • Panel will also revealed shared insights on what worked and challenges that remain to be solved.

    1:10pm–2pm

    LL1

    Factor Workshops by FILTER

    Bram Wessel – Experience Strategist and Principal, Factor
    Pam Shales – Experience Strategist and Principal, Factor

    Charrette Session

    In this session, Pam Shales and Bram Wessel of Factor will explain the history, structure, and benefits of a Design Charrette. Attendees will have the opportunity to learn and participate in an actual Charrette facilitated by the Factor team, see multi-disciplinary collaboration in action, and get hands-on experience in creative collaboration techniques.

    1:10pm–2pm

    304

    Jason Silva, Filmmaker and Philosopher [KEYNOTE]

    The Creating and Sharing of Awe

    Jason will be talking about the exponential growth curves of digital technology and how it is shrinking the lag time between what we can dream about and what we can create. The supercomputers of yesteryear are in everybody’s hands. Got change for a paradigm? Jason will be highlighting his work to bring awareness of these changes to the masses by showing two of his “shots of philosophical espresso” videos… part of a series of non-commercial shorts that have gone viral and have been seen more than over a million times online.

    1:10pm–2pm

    303

    Social Images Panel

    Karen O’Brien, Wunderman (moderator)
    Marissa Brooks, glassybaby
    Yoli Chisholm, Microsoft
    Shauna Causey, Decide.com,
    Ken Leverenz, Getty Images

    Images are the New Headline

    A picture is worth 1,000 words and In social media images are becoming more important than ever. We only need to look to Instagram, Facebook cover photo, Tumbler and Pinterest as examples of how powerful images have become. In this new paradigm, marketers need an image strategy for social media that goes beyond their brand.  In this session we will look at several leading brands that are using images in innovative ways through social media to drive traffic, engagement and revenue.

    1:10pm–2pm

    302

    David Bunnell, founder, PC Magazine, PC World, and Macworld

    From Type Slugs to Tweets (and many stops in-between)

    David Bunnell began his media career as a sport reporter for the The Alliance Daily Times Herald, a small town daily newspaper in Nebraska. This was in the early-1960’s.

    At the time, newspapers (and other print publications) were assembled from single lines of lead type called slugs. These slugs were paintakingly created on linetype machines, wierd beasty looking mechanical monsters with 90-character keyboards.

    Over a span of 50 years, Bunnell has seen amazing, largely unforeseen advances in media technology. He has often been the first or among the first to use these technologies as somehow he has always been on the cutting (or bleeding) edge.

    From type slugs to the IBM Seletric to word processors to desktop publishing, fax blasting, CD-ROM publishing, interactive media, the Internet, Web 2.0, blogging, microblogging, social media marketing, tweeting, photo-sharing, location-based networking, and all the rest, he has seen it all—and mastered much of it.

    A fascinating look at how media technology has changed over the last 50 years and how this in turn has transformed our world.

    1:10pm–2pm

    301

    Eric Baumgartner, Chief Innovation Officer at VML

    Evolution has a memory

    What can the lives and evolution of dinosaurs, mammals and insects tell us about the direction technology is heading? And can the study of animal evolution actually predict human behavior as it relates to innovation in the future?

    1:10pm–2pm

    205

    Selina Petosa, Founder and Chief Creative Strategist of Rational Interaction

    FlashCampaigns™: How do you take an idea from concept to market in 30 days or less? Find out.

    We all know that consumers today are bombarded with information throughout their day. With shorter and shorter attention spans at the receiving end of any message, marketers now must entertain, inform and influence action sometimes within seconds. FlashCampaigns™ are a new concept focused on doing just that. Learn how Rational worked with the Windows Azure group to design, launch and run a viral campaign. In weeks.

    1:10pm–2pm

    204

    John Busby, Vice President of Marchex Institute

    Smarter Spend For Mobile Advertisers

    More and more advertising dollars are flowing into mobile, but companies continue to have challenges with measurability and performance. John Busby will review the evolving landscape and emerging trends, including how pay for call and click to call advertising innovations can help you improve your mobile spend.

    2:20PM // OCT 29

    2:20pm–3:10pm

    LL2

    Marc Connor, Chief Marketing Strategist, POSSIBLE

    Going for the Gut: Building Emotionally Satisfying Digital Experiences

    Probably one of the biggest issues digital marketers face is creating digital marketing that doesn’t look like, well, digital marketing.  Particularly when it comes to linchpin categories such as Fast-Moving Consumer Goods (FMCG), where multi-billion brands have long been known for their stirring broadcast work and generation spanning brand mascots.  Think Poppin’ Fresh (aka the Pillsbury Doughboy), Tony the Tiger, the Keebler Elves. Those friends (or enemies) you grew up with!

    But when it comes to the digital space, that emotional connection all too often becomes one that is transactional, forgettable or unsustainable.

    In this session we will examine how to build, maintain and nurture emotionally satisfying digital experiences for FMCG brands that leverage the unique qualities of the interactive space to create high-involvement consumer/brand interactions.

    Using real life examples from brands such as ConAgra Foods, Smuckers and P&G, we’ll offer a detailed vision of how the smartest marketers are approaching this issue and provide a unique perspective on integrating the barrage of new technologies without losing focus on the bigger picture.

    2:20pm–3:10pm

    304

    Alex Algard, CEO of WhitePages.com

    SEO Meets Big Data: How to Create an Effective SEO Strategy in the Semantic World

    When Google introduced Panda at the beginning of 2011, it marked the beginning of a shift in focus that would mean enhancing the search experience by rewarding high quality content which also meant punishing many large-scale sites. While this was ultimately great news for the end user, it sent many sites that for years had been comfortably “indexed” into a tailspin, forcing them to rethink their SEO strategy. WhitePages, a top 40 website with over 40 MM monthly unique users and one of the Web’s original Big Data companies, was able to buck the trend and turned Panda into a positive; but it also required careful planning and a plenty of work to adapt to Google’s change in focus. In this presentation, WhitePages’ Founder and CEO will examine how companies can work to refine their SEO strategy to compete in the emerging semantic world.

    2:20pm–3:10pm

    303

    Digital Music Panel

    Gene Stout, Seattle Times (Moderator)
    Alex Kochan, AEG Live
    Joe Rodriguez, DIY Media
    Ben London, Executive Director, The Recording Academy
    James Keblas, Director, Seattle Mayor's Office of Film and Music

    A Note to the Music Industry

    An engaging discussion on how to make a “living” out of music in the age of digital sharing, online streaming, and DV concert projections. Can the traditional avenues of albums, live performances, and rock publications transcend the digital revolution? Our rock experts span the industry from concert promotion to online music writing, booking clubs and managing music festivals—they not only know how to survive the revolution but how to make it work in favor of music.

    2:20pm–3:10pm

    302

    Tom Gallagher, LiveAreaLabs
    Pete Gade, LiveAreaLabs
    Katherine LaFranchise, Director of eCommerce, Urban Decay Cosmetics
    Meredith Han, Global Director of Ecommerce, Brooks Sports

    Brand Is Focus – Branding Advice, Straight Up for Startups

    When you started building your business, you started building your brand. Whether you knew it or not.

    Thing is, people are constantly sizing you up. Who you are. What you do. How well you do it. That’s your brand. It’s the gut feeling people have about you and your business—an unmistakable feeling that influences the talent you attract, the investors you seek, and the customers you ultimately want to keep. In other words, brand is much, much more than a logo. It’s a major contributor to success. And it’s something startups should get a hold of, right out of the gate.

    Put another way, your business has a plan. Your brand needs one, too.

    In this session we’ll offer no-nonsense advice designed for startups— all designed to help you establish your brand early on, and keep your business focused for the long haul. Plus, you’ll get first-hand insights from Urban Decay and Brooks Sports, two companies who’ve made brand a big part of their business, and their success.

    2:20pm–3:10pm

    301

    Greg Coomer, Designer at Valve

    Welcome to Flatland

    What happens to DESIGN when designers are completely empowered to make any and all decisions? When there’s no bureaucracy to fight against? When there are no managers, of any kind, at all? When there’s no client to satisfy? No red tape? No titles, no job descriptions, and no division of labor?

    The answer is so powerful that it could change the world.

    This is a field report from Future Flatland, a.k.a. Valve. Greg Coomer is a “classically trained” designer who ventured into the world of games and helped build Valve into a leading entertainment and technology company optimized for design innovation. Recently he wrote Valve’s Handbook for New Employees, and today he’ll talk about why its secrets reflect massive changes which are coming soon to the practice of design everywhere.

    2:20pm–3:10pm

    205

    Dariusz Paczuski, Vice President, Marketing, Product, and Monetization at TeleNav

    The Art of War in a Local Mobile World: Why many brands are losing the battle for customers in mobile advertising

    Mobile advertising is a battle for on-the-go customers, but most of today’s advertisers are still applying online strategies with a lack of clear ROI.  Retailers, restaurants, and brands with a local presence don’t care about impressions; they care about getting customers in the store. Learn how the largest brick & mortar advertisers are beating their competitors by leveraging hyper-local targeting paired with mobile technologies that drive real ROI.  The battle in local isn’t about impressions, it’s about driving customers.  We’ll look at who’s winning and losing in the age of local mobile advertising.

    2:20pm–3:10pm

    204

    Mark Mueller-Eberstein, IT Consultant

    Organizational Culture Revolution for the Next Generation, Innovation and the Digital WorldDigital World

    Innovation in technologies are truly revolutionary, but for many organizations the management philosophy hasn’t shifted. We are at the beginning of the “next revolution”. And many think, that corporations and nation states are so “yesterday”. The transformations in technology are fundamentally changing how we work and challenge the concepts on which corporations are built and where and if they can even be beneficial and competitive.
    The knowledge economy revolution makes traditional organizations and management approaches obsolete but a digital and agile organization can take advantage of the tremendous opportunities.
    Leaders of small and large organizations can embrace the fundamental transformation for themselves and their organizations; this speech outlines the principles and how to apply them… in personal and work life. Examples are global, include collaboration across continents while understanding and leveraging cultures and reach from game development over nimble & agile software and automotive development to academic research to (nearly) eliminating corruption in a country.

    3:30PM // OCT 29

    3:30pm–4:20pm

    LL2

    Andy Liu, CEO of BuddyTV

    Money Matters

    Andy will be sharing several personal stories around capital raises gone bad and others that have went well as an entrepreneur.  He’ll also be sharing personal stories about angel investments gone south and success stories as an investor.  No academic studies, no filters, just straight experiences about raising money and investing money in tech startups.  If you are thinking about raising money or investing in your friend’s next billion-dollar startup, don’t miss this informative talk.

    3:30pm–4:20pm

    304

    Mobile Photography

    Richard "Koci" Hernandez
    Mark Briggs

    iPhoneography: How smartphone photography is changing news and journalism

    Can you feature a news website with a photo that has been filtered? It’s a question that is suddenly being asked in newsrooms everywhere. First everyone started carrying cameras as mobile phones came equipped with one standard. Then millions discovered they were “photographers.” Incredibly, Instagram reached 13 million users in just 13 months and has yes to release an Android app! (And there are many other tools, including a little thing called Facebook.)

    This discussion and demonstration will address the many ways in which the rise of mobile photography is affecting how we express our creativity and what place that creativity has in news publishing and journalism. Included will be @Koci, one of the most acclaimed and popular photographers in the Instagram community, explaining how he builds his images with a demonstration so that audience members can build their own.

    3:30pm–4:20pm

    303

    Film Panel

    Matthew H. Hooper, Foster Pepper (Moderator)
    Carl Spence, SIFF
    Scilla Andreen, Indieflix.com
    Tom Skerritt, Actor
    Erik Flannigan, Viacom Entertainment Group

    Has Video Killed the Television Star?

    The facts paint a clear picture of a transforming TV landscape. More movies were streamed than purchased in 2012, and online video will account for almost 90% of all web traffic in 2013. This sea change is also impacting the television marketplace. The digital natives are growing up, and they refuse to be a captive audience. Advertisers and content owners are lasciviously eying YouTube traffic stats, but they’re being stymied by the YouTube generations proclivity for short, free content… as well as their ever increasing ability to just make that content themselves.

    As more and more people cut the cable cord, unbury themselves from the couch cushions, and free themselves from the shackles of network programming schedules, the industry has to adapt. How can we unravel the tangled relationships between hardware owners, platforms and content creators? What is the opportunity to create and monetize more niche content? What is the role of community in building audiences on online platforms?

    Join us for a discussion of the ways this “change in format” is actually changing the way we consume, produce and monetize video content.

    3:30pm–4:20pm

    302

    Social Data Panel

    Julie Rezek, Wunderman (Moderator)
    Ariel Dos Santos, Microsoft
    Adam Schoenfeld, Simply Measured
    Anil Batra, KBM

    How Big Brands Turn Social Data to Insights

    How do large brands listen and engage with millions of customers and billions of conversations across social channels to gain measurable business insights? Learn from leading marketers who have created industry changing models that support their product launches and major campaigns. How are they communicating the impact of social media to executives and establishing consistency in measurement across a large enterprise? What works/ doesn’t work? How are they measuring success and what can marketers learn from them? What’s next?

    3:30pm–4:20pm

    301

    John SanGiovanni, Co-Founder & Vice President of Product Design at Zumobi

    Everything I need to know about Mobile Advertising I learned from the Ninja Turtles.

    Interested in the exploding landscape of mobile advertising?  Are you constantly pondering the spiritual connection between Ninjas, Advertising, and Apps?  Join John SanGiovanni for a colorful analysis of the state of Mobile Advertising.  Seattle’s Zumobi spun-out of Microsoft Research in 2006 and is now the leading mobile media company, having published numerous premium apps including NBC News, Popular Science, TODAY Show, TLC, and Motor Trend.  Consumers, publishers, and brands are all increasingly underwhelmed by the ubiquitous banner ads littering the mobile terrain.  As an industry, our goal should be to create elegant branded placements that are seamlessly integrated within tomorrow’s apps, without disrupting the user experience.  Join us for a showcase of mobile ad projects for major brands like American Express, General Motors, and Ford Mustang.  John will chronicle the product journey that led to Zumobi’s Brand Integration (ZBi) rich media ad platform, which enables these types of extremely immersive brand experiences.  What makes a successful mobile campaign?  How are these created?  What can the experience of being a Disney character teach you about mobile advertising?  This talk will answer all of these deep mystical questions and many, many more.

    3:30pm–4:20pm

    205

    Perry Underdown, Managing Practice Director at Wimmer Solutions

    Social Media and SharePoint 2013

    Every day for the last five years, 20,000 new workers a day adopt Microsoft SharePoint. Microsoft SharePoint Server 2013 is due to be released shortly and with the release comes a significant number of new features, including enterprise social media and microblogging.

    The new platform will provide significant opportunities for organizations to design and deploy innovated business solutions, leveraging SharePoint 2013 and external social media offerings such as Facebook and Twitter.

    Microsoft has made significant investments in social media capabilities for SharePoint 2013 and has redesigned those capabilities from the ground up.  With the high adoption of sites such as Yammer, Linked-In, Facebook, and Twitter, the demand by employees to be able to participate in social networking in the workplace is growing. Microsoft has answered this demand with its new social media architecture in SharePoint 2013.

    The goal of this session will be to explore micro blogging, news feeds, my sites and the other core components of the Microsoft Sharepoint 2013 social media architecture as well the possible ramifications of integrating SharePoint 2013 with other external social media platforms.

    3:30pm–4:20pm

    204

    Ben Fox, Executive Vice President at Adconion Media Group

    The past, present and future of advertising.

    Can’t see the forest from the trees? Here’s a chainsaw. This presentation cuts through the complexity of the advertising industry by providing a road map for agencies, brands, and publishers to navigate the dynamic changes in consumer behavior and explosion of new media types. Ben Fox takes a comprehensive look at where the industry started and where it will go next. He exposes the forces that will drive changes to existing media models and takes a deep look at the technology systems that will be the foundation of the advertising ecosystem of the future. Finally, he shows how agencies and brands will use new media types to reach consumers in ways never before possible.

    3:30pm–5pm

    202

    Kinect for Windows Session

    Scott Snibbe, Snibbe Interactive
    David Kung, Oblong Interactive
    John Gaeta, Float Hybrid
    Matt von Trott, Assembly LTD
    James Ashley, Razorfish
    Oscar Murillo, User Experience Architect, Kinect for Windows
    Steve Clayton, Storyteller, Microsoft (Moderator)

    A Presentation and Panel on next-generation, non-tactile multimodal interfaces created with Kinect for Windows

    Following Oscar E. Murillo’s demonstration of Kinect for Windows’s technical capabilities, Steve Clayton will moderate a panel discussion focusing on the current and future state of Natural User Interfaces and on how next-generation userinterfaces will revolutionize the way all of us interact with the technology around us, from media and brands, to, products and services.

    4:30PM // OCT 29

    4:30pm–5:20pm

    202

    Kinect for Windows Session

    Scott Snibbe, Snibbe Interactive
    David Kung, Oblong Interactive
    John Gaeta, Float Hybrid
    Matt von Trott, Assembly LTD
    James Ashley, Razorfish
    Oscar Murillo, User Experience Architect, Kinect for Windows
    Steve Clayton, Storyteller, Microsoft (Moderator)

    A Presentation and Panel on next-generation, non-tactile multimodal interfaces created with Kinect for Windows

    Following Oscar E. Murillo’s demonstration of Kinect for Windows’s technical capabilities, Steve Clayton will moderate a panel discussion focusing on the current and future state of Natural User Interfaces and on how next-generation userinterfaces will revolutionize the way all of us interact with the technology around us, from media and brands, to, products and services.

    4:30pm–5:20pm

    LL2

    Leigh McMillan, Vice President of Marketing at Avvo

    Why Do You Ask?: The Psychology Behind Q&A and How to Leverage it to Engage Users Online. - UPDATED TIME at 4:30pm

    Q&A, formerly the domain of Yahoo Answers, is now fueling cutting-edge sites and applications including Quora, StackExchange and crowd source applications Loqli and CrowdBeacon. It’s more than people just asking questions online – there is a deeper psychology behind how and why Q&A is successful.  Leigh will use relevant examples to show how Q&A is changing the way consumers get information online, how it fits with social media and how companies and marketers can leverage it to drive engagement and build active communities online.

    4:30pm–5:20pm

    304

    Neil Patel, CEO of CrazyEgg [KEYNOTE]

    7 Business Mistakes That Nearly Broke Me - UPDATED TIME at 4:30pm

    Mistakes… it’s something that we all make an entrepreneurs, but only a few us learn from our mistakes and prosper. In this session you’ll hear 7 big mistakes entrepreneur Neil Patel made, how he overcame them, and what he learned throughout the process. He’ll also cover the common mistakes you are likely to make in your business and how you can avoid them.

    4:30pm–5:20pm

    303

    Mobile Advertising Panel

    Larry Sivitz, Seattle24x7 (Moderator)
    Jeremy Lockhorn, VP, Emerging Media at Razorfish
    Mandar Shinde, Senior Director, Mobile Monetization, AOL
    Jon Nolz, General Manager, Mobile Advertising Network at Hipcricket
    Dan Wright, Director of Product Specialists at Amazon.com

    Mobile Advertising – The Good, The Bad and The Attractive: Key learnings to maximizing KPIs - UPDATED TIME at 4:30pm

    Join us for a panel discussion on the hot topics media decision makers are thinking about when they buy mobile advertising.  We will cover topics around mobile advertising that help you navigate the channel and leverage it to accomplish your advertising objectives.  We will spend the session talking about creative best practices, in-application vs. mobile web, network vs. dsp vs. publisher direct, effectively measuring your path to conversion, mobile KPIs, creative ways to advertise in mobile and many more interesting topics.

    4:30pm–5:20pm

    302

    DIGITAL KITCHEN Session with:
    Tim Schmuckal, CEO
    David Rosencrans, Client Partner, Experience Design
    Mark Bashore, Head of Creative

    Public Spaces -- The New Frontier - UPDATED TIME at 4:30

    Historically, the experience of public spaces (outdoor, retail, hospitality, etc) was largely defined by physical boundary. Today’s technology erases those constraints, making it possible for a person to interact in their environment while in constant communication with the rest of the world. When we congregate in this new public space, the opportunity for engagement is limitless.

    But let’s not sacrifice a meaningful experience for a sheer number of connections; how do we design for such emerging locales? Placing big screens on the surfaces (such as Times Square) has rarely, if ever, accomplished more than the simple combination of technology and great scale. And video-game like interactive experiences wear thin quickly.

    It takes imagination and empathy to target content for the needs of a broad, wired audience. Join three leaders from the experiential design group at Seattle agency Digital Kitchen in a discussion of the directions this category could and should take. We advocate for your experience.

    4:30pm–5:20pm

    301

    Cory Bergman, General Manager, Breaking News
    Ben Tesch, Creative/Technical Director, Breaking News

    News at the Speed of Light - UPDATED TIME at 4:30pm

    Mobile devices and social platforms are quickly changing how news is created and consumed – especially at the height of an election year.  Breaking stories and political gaffes reverberate around the world in seconds, and geo-location is opening new doors to personalization.  The co-founders of Breaking News (@breakingnews) showcase some of the most progressive mobile-social products in the news space, including a sneak peek at what the NBC-owned start-up is working on next.

    4:30pm–5:20pm

    205

    Darnell Holloway, Manager of Local Business Outreach at Yelp

    Yelp & Your Business - UPDATED TIME at 4:30pm

    Word-of-mouth is moving online, and user generated content platforms like Yelp are becoming increasingly powerful as consumer guides. How can businesses ensure their online reputation is strong? What impact is mobile having on online marketing? Everything you need to know from unlocking your free Yelp business tools to managing your online reputation.

    4:30pm–5:20pm

    204

    Eric Duerr, Founding Partner of Extreme Arts + Sciences

    Stop Throwing Planes Off Cliffs: A New Approach to Building Digital Experiences - UPDATED TIME at 4:30pm

    With all of our big data, apps, and devices, marketing still feels like it is more like 18th century aviation: Get a big idea, build it, and then push it off a cliff to see if it flies.
    Today, digital marketing is about reading signals, mapping patterns, and learning from the conversation that is alive, unstructured, and chaotic. Successful marketers are those that can turn those signals into meaningful experiences. We live and work in a reality that is all about instantaneous relevance – meaning it has to matter right now or it probably doesn’t matter. And to deliver against this reality, we need to re-think our approach to digital.
    In this session, Eric Duerr, co-founder of Extreme Arts & Sciences, an agency focused on digital strategy, will share his insights for where digital is going, how fast this fundamental shift is coming, and how marketers and technologists can adopt a new way of thinking to make good on building deeply personal digital experiences.

  • Sessions: 9AM // 10:10AM // 11:20AM // 1:10PM // 2:20PM // 3:30PM // 4:20PM

    9AM // OCT 30

    9am–9:50am

    LL2

    Karen Clark Cole, Founder & President, Blink Interactive

    More than Eye-candy. The impact of visual design in UX

    Everyone wants a beautiful site, but few companies understand its importance to the bottom line.

    Karen’s talk will present user research data on how visual design can make or break users’ engagement with your site, and ultimately its success.

    9am–9:50am

    304

    Richard Tom, CTO at Hulu

    Innovating the Future of TV

    With the new digital age transforming the way people are watching TV, users are looking to find and enjoy premium video content whenever and wherever they want on the web and across all devices. What advantages does building an entertainment experience online provide for optimized user experiences, smart social sharing and cutting-edge online advertising platforms? When engineering apps cross multiple devices, how can you utilize automation frameworks so that your team is centered on innovation and not just porting? This session will discuss how to leverage technology and develop a team culture that focuses on world-class innovation for online video.

    9am–9:50am

    303

    Digital Subscription Services Panel

    Joanna Lord, SEOmoz (Moderator)
    Mark Griffith, Turner Sports
    Scilla Andreen, IndieFlix
    Jennifer Wood, AllRecipes.com

    Digital Subscriptions - Monetizing Premium Content

    Do you have premium content but have an ad-supported business? This session will discuss successful strategies around digital subscriptions and best practices in retaining and effectively monetizing your premium content when competitor’s might have similar content for free. Keys to moving consumers from ‘free’ to ‘fee’ will also be covered as well as how to keep them engaged once their subscription ends.

    9am–9:50am

    302

    Jamie Monberg and Nick Thiel, Hornall Anderson

    Do Wrong Right

    Failure is an inevitable and even beneficial part of the creative process. Any number of quips and clichés tell us that if we’re not failing, we’re not trying hard enough. The benefits of buzzwords like rapid prototyping and agile development are well known, in theory. But if you work in the creative services industry, you get paid to solve problems. It’s important to remember that failure as part of a process is beneficial, but failure as a result is, well, still failure. So how do we make room for “Whoops” in a world where success is measured by “Cha-Ching?”

    We can start by acknowledging that for many years, we agency folks have not handled failure well. We’ve wasted a lot of energy obscuring our setbacks or abandoning unsatisfactory results as screw-ups rather than stepping stones. Next, we can learn from some examples of how different companies use wrong answers to find the right ones. Willingness to fail is not a license to neglect concept or strategic foundation. Today we face more scrutiny than ever from clients and competitors. If we want to allow failure into our process, we have to prepare them to handle it, learn from it, and move past it, just as we do ourselves.

    9am–9:50am

    301

    Kate Matsudaira, VP Engineering/CTO at Decide

    Engineer Whispering - the secrets of working with technologists

    When a team really comes together, the whole truly outweighs the sum of its parts, producing a synergy that unquestionably leads to innovation and inspiration. And while true that individuals can and do build great products, it’s only well-tuned teams that are capable of building sustainable excellence.

    Software-based products present an interesting challenge to the team dynamic - collaborating and connecting with technical folks can be challenging and downright frustrating; one is from Mars and the other is from Venus. Thankfully there are many people who have successfully navigated these treacherous waters. This talk will present the distilled wisdom, anecdotes and suggestions from hundreds of industry leaders, in order to illustrate the good, the bad and the ugly of team-oriented software product development.      The audience will come away with great ideas and helpful tips as to how to more effectively communicate with and relate to the more technical elements of their teams.

    9am–9:50am

    205

    Cyrus Krohn, co-Founder of Crowdverb

    The Great Debate: 52 Years Later

    The first-ever televised presidential debate took place September 26, 1960 with 70 million U.S. viewers tuned in to watch John Kennedy debate Richard Nixon. Five decades, hundreds of broadcast stations and 346 million websites later, media fragmentation is creating challenges and opportunities for political campaigns. Over a two week period there were 14.5 million tweets related to the 2012 Republican and Democratic National Conventions. Barack Obama and Mitt Romney’s Facebook followers total 32 million. Voters are engaged. Audiences are talking. But what are citizens saying and are today’s sentiment monitoring tools efficient enough to derive valuable detail about voter intent? What are the game changers influencing the future ways to identify, interact with and mobilize the electorate?  Republican digital political operative & Crowdverb co-founder Cyrus Krohn will address innovative ways to identify perceptions, emotional drivers and behaviors of target voter populations to help candidates, organizations and advocacy groups achieve victory.

    9am–9:50am

    204

    Kushal Chakrabarti, CEO and Co-Founder of Vittana.org
    Seth Cooper, Co-Creator and Lead Designer of Fold.it

    Power of Crowds

    2.3 billion people have access to the internet, and that number is continually growing.  The evolution of the internet now allows individuals to give small amounts of money, time, or skills and with the power of numbers bring products to market, fund projects, or even unlock the structure of an AIDS related enzyme. The need for new innovative ideas has never been greater in history and it is up to us to give to the ideas and individuals that could change our world.  Whether it be giving a microdonation to support a student’s tuition, microvolunteering time to look over a non-profit’s proposal, or giving $5 to support the manufacturing of a product you believe in, we now have the power to give life to ideas that in the past would never see the light of day.  The panel will discuss the how crowdsourcing and crowdfunding is enabling individuals and their ideas that have the power to change the world around us.

    9am–9:50am

    202

    Grad Conn, US M&O CMO Lead at Microsoft
    Mike Reeder, Group Director, Global Strategy and Planning for the Wunderman Network

    Of Technology Waves, Generations, Kings and Apps

    The waves of change brought on by technology are unceasing.  From ancient kings to titans of industry, every day builders and thinkers are fighting and navigating the very notion of the innovators dilemma.  The same holds true for generations.  For every generation has had its technology that drove imagination, inspiration and communication.  In the 40s and 50s it was radio. The 60s were about TV. The 80s brought the PC, the 90s the web and the last decade was dominated by mobile.  And today?  Today is about Apps.  And apps are fundamentally changing the way we live our lives and as a result the way businesses, particularly those who build software consider this latest technology wave.  This discussion is a look inside one of those companies, who is at this very moment in time are harnessing the power of this particular wave.  Join us for a look into Windows 8, a survey of Generation App and a few stories about the dilemmas of kings.

    10:10AM // OCT 30

    10:10am–11am

    LL2

    Matt Fordham, Technical Director & Principal, WINTR
    Taylor Winters, Creative Director & Principal, WINTR

    Adaptive Experiences

    Like Beiber or cat gifs, responsive or adaptive design is a popular topic. Users expect their experience on a website to adapt across all their devices - including mobile, tablet and desktop. More screen sizes = more reasons to use responsive. iPhone 5 is taller than it was. A rumored iPad mini will be launching soon. TVs are used for browsing more and more. The ideal effect is a satisfying and relevant experience, from a single source of content, to users on every size of display. Is this so much to ask?

    Even Time Magazine and Microsoft have embraced a responsive approach. We’re going to speak to the pragmatic business benefits for clients and service providers. And importantly we’ll evidence that brands need not sacrifice progressive design and immersive user experiences in order to realize the benefits and efficiencies of responsive. We’ll walk through a successful team composition, look at some samples and talk about the next screens being accommodated in the responsive web experience game.

    10:10am–11am

    LL1

    Factor Workshops by FILTER

    Bram Wessel – Experience Strategist and Principal, Factor
    Pam Shales – Experience Strategist and Principal, Factor

    Collaboration Talk

    In this session, Pam Shales and Bram Wessel of Factor will discuss how collaboration is essential to thrive in today’s creative business environment.  We will describe how collaboration techniques can avoid pitfalls, minimize risk, enhance capabilities and deliver better digital products.  We’ll help attendees understand how they can implement innovative collaboration techniques in their own organizations.

    10:10am–11am

    304

    Abe Thomas, Microsoft [KEYNOTE]

    How to Optimize for a Multi-Device Experience Using the Responsive Web?

    With the proliferation of tablets, smartphones and PCs, users are increasingly looking for a customized experience on their devices. They want content to be laid out in a format that optimizes to the form factor they are on and they want content that is relevant for that device. Responsive web architecture is a brand new approach in web design that allows for easy reading and navigation. As a user switches from their laptop to a tablet, the website automatically switches to accommodate for resolution, image size and scripting abilities. This eliminates the need for a different design and development phase for each new gadget on the market. Earlier this year, Microsoft embarked on such an exercise for its website. This talk details 7 principles that were used by the team to arrive at a responsive web design for the Microsoft homepage.

    10:10am–11am

    303

    The Digital Media Panel

    Tom Kelly, Regional Sales Director - West, Advertising.com (Moderator)
    Karyn Johnson, VP, Digital Group Media Director, Optimedia
    Matt McVicker, Media Manager, T-Mobile

    Navigating the Modern Digital Landscape

    Join us for an intimate conversation with an advertiser and an agency on how they work together to accomplish branding and performance goals in the current complex digital landscape. Discussions will touch upon the many tools and strategies used to capture and retain customers by leveraging DMPs, networks, agency trading desks, and audience buying. We will also examine methodologies in measuring and attributing value to each touch point in the various stages of the purchase funnel.

    10:10am–11am

    302

    Bringing Social Media to Corporate World Panel

    Moderator: Kelly Clay, Forbes.com
    Kevin Conroy, Blue Rooster
    Bryan Barringer, FedEx

    The Social Enterprise

    Imagine the challenge of developing a User Experience (UX) for improved communication, collaboration, and productivity for more than 260,000 FedEx employees in countries scattered around the globe:  In 2012, billions of dollars have been channeled to what many call the “social enterprise” or “social business,” bringing many facets of social media to the corporate world. Will social business live up to its promise of driving genuine collaboration and increased productivity within the world’s largest corporations or will it be a flash-in-the-pan? With Microsoft spending $1.2 billion to acquire Yammer and others making investments and technology allocations to address this area, many are betting big on the promise of social business.

    FedEx has been a pioneer in building social collaboration solutions for its global workforce and will address the perspectives of a massive corporation melding the promise of social business with on-the-ground reality; Blue Rooster has partnered with Microsoft, FedEx and giant companies around the world to build “the globally connected enterprise,” and will share its perspectives; Moderating the session will be Kelly Clay, who reported on Microsoft’s acquisition of Yammer for Forbes.com and covers a variety of social business, social media, and other technology topics.

    Learn about this explosive area of growth and how companies like FedEx are addressing UX and this broader trend of the social enterprise head-on and what it could mean for organizations of all sizes and employees everywhere.

    10:10am–11am

    301

    Shauna Causey, Decide (Moderator)
    Julie Sandler - Madrona
    Michelle Goldberg - Ignition
    Rebecca Kaden - Maveron

    Women Leading the Way in Venture Capital: Funding Interactive Tech and More

    Take a look a just about any interactive technology company in the US—There’s a good chance they’ve either been funded or evaluated at some point by a Venture Capital (VC) firm.  Nationally, women have been comparatively absent in a VC field traditionally dominated by males. However, here in the Northwest, there are notable exceptions and you can hear from a panel comprised of some of this region’s sharpest and most accomplished venture capitalists…all of whom happen to be women.

    10:10am–11am

    205

    Mel Carson, Founder of Delightful Communications & Co-Author of “Pioneers of Digital”

    Tales of the Unexpected from Pioneers of Digital

    By 2016 there will be six billion mobile devices, two billion PCs and nearly a billion tablets in the world. As internet consumption keeps growing and the web becomes more crowded, brands will need to stand out and be brilliant like never before. Taking us on a whirlwind journey showcasing campaigns and Pioneers of Digital from all over the globe, Mel Carson – founder of Delightful Communications & former Microsoft Digital Evangelist - will demonstrate how these examples have stood out and been successful by adapting quickly to new technology and consumer trends.

    10:10am–11am

    204

    Norman Clarke, Principal Developer at BVision

    Getting Past First Base with Software Consultancies

    With tech unemployment in the Northwest at less than 4% and many companies offering competitive salaries, it’s a great time to be a developer in Seattle. However, if you’re looking to bootstrap a small startup and need to hire a developer, finding qualified programmers can be a challenge. In the past, offshoring to foreign consultants has been treated as though it were a magic pixie dust solution to this problem, with the inevitable backlash.

    So what’s a small startup to do? This talk will examine the problem from an unusual angle: I’m a software developer from the USA who has spent the last 10 years in Latin America working remotely with USA and European companies. I have seen firsthand how strategies towards hiring and managing foreign consultants succeed or fail.

    Inspired by Jim Bouton’s “Ball Four,” the classic behind-the-scenes look at the Seattle Pilots’ only season, this talk will give you a candid tour through the locker room of small international software consulting companies and help you understand what makes them and their developers tick. After this talk, you’ll have a better idea of whether contracting abroad can actually help you, and if so, how to avoid the most common pitfalls.

    Topics covered will include: where to look, how much to pay, how to find the best developers, and how to make sure your product ships on time. Come watch me get blacklisted from the game as I expose the never-before-revealed secrets of the international software consulting cartel!

    10:10am–11am

    202

    Michael King, Director of Inbound Marketing, iAcquire

    Life After Deindexation

    Ever wonder what happens to an SEO agency when it gets removed from Google? “Life After Deindexation” talks about how iAcquire was banned from Google’s, what happened to the business and how we turned it around. This presentation also touches on how to be prepared for a crisis and perform reputation management through content strategy.

    11:20AM // OCT 30

    11:20am–12:10pm

    LL2

    Donald DeSantis, Product Designer & Partner at LIFFFT

    Stupid, Fat, and Greedy: How failing to think like start-ups condemns incumbents to death

    Why are large organizations, packed to the brim with smart and motivated people, consistently out-hustled by small and disorganized start-ups? How are publicly traded companies with extraordinary resources consistently out-innovated by naive and under capitalized teams? How is it that every month you read about another start up building your ideas?

    Historically technology companies only competed with other technology companies. Now technology start-ups are competing with taxi companies, hotels, airlines, specialty retailers, and even restaurants. Incumbents in these industries are often ill-prepared to compete with the insurgent warfare presented by small start-ups. And they pay the price with market share.

    In this session, we’ll outline the fundamental liabilities of incumbency, reviewing core concepts from the likes of Thomas Kuhn’s “The Structure of Scientific Revolutions” and Clay Christensen’s “The Innovator’s Dilemma”. We’ll then explore why attempts to solve these problems with traditional innovation tools like “labs” and intrapreneurship programs rarely move the needle. We’ll discuss how a different set of solutions, focused on recruiting, autonomy, and an incubator model, may provide an alternative path to success.

    We’ll wrap things up by reviewing highlighting opportunities in some of my favorite places: design, mobile analytics, payments, and collaborative consumption. This will be a fun and fast-moving session with colorful metaphors (and probably some colorful language). Hold onto your hats, everyone.

    11:20am–12:10pm

    304

    Elan Lee [KEYNOTE]

    Innovations in Storytelling: The Audience is Ours to Lose

    Second Screens, Participatory Fiction, and Transmedia - We’re witnessing the birth of a new era in storytelling.  This talk will focus on some of the best and worst ideas that have gotten us here, and how to keep our audiences in the future.

    11:20am–12:10pm

    303

    Mobile Search Panel

    Chris Carter, Group Strategy Director, Wunderman - Moderator
    Gregg Hamilton, SVP/Research, Analytics & Business Development, AdGooroo
    Stephen Hall, Sr. Partner, Director, Organic Search, GroupM Search / Outrider North America
    Matt Lawson is Vice President of Marketing for Marin Software
    Sheryl Tullis is Senior Vice President, Client Services at Iconmobile

    Claiming the future of mobile search

    As our dependence on Smartphones continues to rise, mobile search holds a crucial role in how we find information. Yet today mobile search still feels like an afterthought. The UX is clumsy, the results are limited, and most importantly, search engines are optimized versions of PC standards rather than unique inventions dynamically created especially for mobile users.

    Now that the volume of mobile search queries exceeds PC volume, an exciting challenge has emerged for advertisers: how do brands take the fullest advantage of the mobile search experience and seize the lucrative opportunities composed within this instrumental decision-making tool?

    This panel of search and mobile technology experts will bring an arsenal of results-driven experience from UX design, SEO and marketing to provide groundbreaking ideas how advertisers can claim top places in the future of mobile search.

    Topics include:
    • What can advertisers do to maximize opportunities in the mobile search space?
    • How do advertisers improve the efficiency of their efforts with the variety of new search engines available?
    • What impact will paid mobile search have in the marketplace?
    • How can advertisers seize control of their search potential without being at the mercy of device manufacturers and search engines?

    11:20am–12:10pm

    302

    Chris Kornelis, Seattle Weekly (Moderator)
    Kyla Fairchild, Nodepression.com
    Luca Sacchetti, RockStar Motel
    Laurel Starns, LSS Mgmt / Dilettante
    Josh Rosenfeld, Barsuk Records

    Digital music: Revolution or Rebellion?

    Is digital music simply a way to bypass the record companies, or is it truly the wave of the future? Are the resources that are now available to musicians long lost tools to artistry, or simply more ways to steal the art form? These panelist wonder if rebelling against technology makes music more authentic or if perhaps technology is the key to the music revolution.

    11:20am–12:10pm

    301

    Konrad Feldman, CEO of Quantcast

    Big Data and the Future of Advertising and Marketing

    For marketers, data has become a critical asset throughout their role. Though not as “in your face” as great content or a creative video, data is the new lifeblood of their function. Not only is data essential for success, but the more data companies have, the more accurately and efficiently they can engage their customers and influence the market. Effective use of data in marketing and advertising will increasingly become a differentiating factor between businesses in this information economy. Konrad will explore the challenges, opportunities and what the future may hold for the use of big data in marketing and advertising.

    11:20am–12:10pm

    205

    Rob Salkowitz

    Super-Brands and Raving Fans: What Comics Can Teach Us about Digital Communication

    Comics have gone from a nerd niche to the center of pop culture and entertainment. What lessons does this humble medium hold for marketing and communications professionals trying to engage audiences and tell compelling stories in the digital age? Join MediaPlant’s Director of Strategic Marketing Rob Salkowitz, author of Comic-Con and the Business of Pop Culture (McGraw-Hill, 2012), for a lively discussion featuring lots of graphic language and colorful examples.

    11:20am–12:10pm

    204

    Leigh George, Director, Digital Strategy at R2integrated

    How to Identify, Activate & Intersect the Social Communities That Impact Your Brand

    Marketers clearly recognize the enormous growth in the
    amount of social interactions that occur online each day. But the real story effecting marketers isn’t how much growth there has been, rather how these social interactions have changed the way consumers make purchasing
    decisions. Consumer buying decisions are now highly influenced by information obtained in their peer-to-peer networks. These online
    communities, with their inherent trust and loyalty networks, are sitting side-by-side with search, and literally changing the way consumers take in information and choose which products to purchase.

    In this new world (called the “conversation layer”), where advice seeking and advice giving behavior happens faster than brands can sometimes react,
    marketers must continually monitor and find ways to identify and activate the communities that matter most to their brand.

    11:20am–12:10pm

    202

    Joanna Lord, VP of Growth Marketing at SEOmoz

    Rethinking Customer Acquisition

    Consumer behavior has changed. The way people search and discover products and services are fundamentally different than what they used to be. How have your acquisition strategies changes? Joanna will be covering some effective tactics for customer acquisition in today’s social connection-driven landscape. Listen in to hear of new channels, new triggers, and new opportunities for you to gain traffic, leads and loyalty.

    1:10PM // OCT 30

    1:10pm–2pm

    LL2

    Ian Lurie, CEO of Portent

    I got my heuristics in your affinities: Where search & social are going

    Five years from now, regardless of how search and social media are delivered, the way engines analyze and rank content will be very different. Get Ian’s best guess about the future of social media and search.

    1:10pm–2pm

    LL1

    Factor Workshops by FILTER

    Bram Wessel – Experience Strategist and Principal, Factor
    Pam Shales – Experience Strategist and Principal, Factor

    Charrette Session

    In this session, Pam Shales and Bram Wessel of Factor will explain the history, structure, and benefits of a Design Charrette. Attendees will have the opportunity to learn and participate in an actual Charrette facilitated by the Factor team, see multi-disciplinary collaboration in action, and get hands-on experience in creative collaboration techniques.

    1:10pm–2pm

    304

    Clark Kokich [KEYNOTE]

    The View From The Corner Office

    Why client CEO’s are terrified of all your new digital technology and what to do about it.

    1:10pm–2pm

    303

    Who Owns the Music Panel

    Moderator, Ross Reynolds, KUOW (Moderator)
    Rob Reid, Writer
    Shirley Roberson, Hughes Media Law Group
    Vickie Nauman, 7digital
    Tony Kiewel
    VP of A&R Sub Pop Records

    Digital music has made a friend of many, but a foe of more. Intellectual property protection has become an oxymoron, and artists are put at odds with their fans and record companies in the process. Panelist discuss what the future of music will bring, obligations to artists, legal ramifications of unobstructed file sharing, and whether music can actually be “owned”. This ongoing discussion attempts to find the common ground- between the listener, the artist, and the industry- all with the common love of music.

    1:10pm–2pm

    302

    Agile Development Panel

    Victor Allen, CTO at Smashing Ideas (Moderator)
    Randi Rosenkranz, Vice President Digital Development, Random House
    Tom Fox-Cellars, Program Manager, Razorfish
    Lori DeBortoli, , Weiden + Kennedy
    Charlie Wilke, Director of Digital Production of Mattel

    Agile Development for Digital Agencies Panel

    Mobile computing has erased the distinction between the development of marketing and products. Marketing departments are releasing cross-platform applications. Products are being retooled from applications to web apps. Ubiquitous mobile computing and social networks have dramatically increased the complexity and user expectations for tools they use. As digital agencies produce more sophisticated web and mobile applications, they and their clients must meet the needs of full-on product development. Agile development is a proven approach to developing software products, but implementing agile methods in digital agencies presents unique challenges. Hear how these companies are coming to grips with new ways of planning, executing and supporting projects.

    1:10pm–2pm

    301

    James Hursthouse, CEO of Roadhouse Interactive
    Mark Long, CEO of Meteor Entertainment

    Trends in Online Gaming, from Transmedia to Free-to-Play

    For over 30 years, video games have held a significant position in popular culture and in the technology industry. Console gaming has historically been the dominant platform and money-maker within the games business; however we have recently seen seismic shifts towards new models and platforms. The popularity of console gaming has leveled off. Mobile and social gaming are now at the forefront and there has been a huge increase in the prevalence of online games, many of which are one part of a larger mixed media strategy. Games aren’t just games anymore. They extend across film, books, action figures and beyond, opening doors for IP holders and brands of all kinds, even those outside the gaming space. And with an increasing amount of games adopting free-to-play business models, they are now more accessible than ever and reach a constantly widening audience. Join James Hursthouse and Mark Long for an intimate discussion about trends in the online gaming space and learn how these shifts within the game industry may be beneficial to your company.

    1:10pm–2pm

    205

    Ted Woodbery, Chief Product Officer at UIEvolution

    Mobile App Design/Understanding the Connected Customer/UX and UI for Mobile App Development

    Mobile design should be about the end user.  Having a bad mobile app can dramatically damage a brand’s reputation – quickly.  Why is it brands struggle with getting it right?  Understanding customer loyalty is essential.  Since a brand’s app lives and dies based on user reviews and word of mouth recommendations, it is important the app gives users a reason to use it more than once. Apps that strike a chord with their end users and are able to create a long lasting engagement are the ones who will succeed.  What are the paths to UI/UX success?  What works?  What does not?  What are the basic steps?

    1:10pm–2pm

    204

    Susan Moskwa, Webmaster Trends Analyst, Google

    An introduction to search & Google Webmaster Tools

    Is your website search engine-friendly? Can search engines access it, understand its content, and display it appealingly in their search results? Could you better meet your visitors’ needs—or gain some new visitors—by making a few changes? We’ll explore the data available in Google Webmaster Tools and talk about how

    1:10pm–2pm

    202

    Brian Best, Corporate Vice President of E-Commerce at Boyd Gaming Corporation

    Personalization – Increase customer loyalty by knowing your customers in the digital space

    Learn how Boyd Gaming, Las Vegas based owner and operator of 22 hotel and casino destinations in seven markets, leverages online, mobile and social personalization to provide the ultimate digital experience for their customers.  Using customer data, combined with the power of digital customization, their programs have transformed the gaming industry, recently winning top honors by the American Gaming Association

    Learn how they have integrated social gamification and social rewards into to their loyalty program, allowing customers to be recognized and rewarded for not only for their social activity, but for their online and mobile activity as well; a first for the industry.  And along the way, you might learn some tricks of the trade that might be useful the next time you visit Vegas!

    2:20PM // OCT 30

    2:20pm–3:10pm

    LL2

    Drory Ben-Menachem, Smashing Ideas Creative Director

    What the %!#&$ did you call me?!

    Are you a fan of the term “hybrid” as a way to describe designers and developers? Drory isn’t and he’s even less of a fan now that it’s starting to spread into labeling folks across other disciplines. Come hear him share why he feels the term “hybrid” is limiting, unsustainable, and should be banished from our collective lexicon in favor of something more inclusive, aspirational and appropriate for the ever-evolving digital world we live in. Audience participation will be encouraged, so come ready to chime in with your thoughts and opinions.

    2:20pm–3:10pm

    304

    Stanley Hainsworth, Tether

    We Are the Stories We Tell

    How do you craft love affairs between brands and individuals? Love that blossoms; love that lasts? By starting at the genuine heart of a brand, with an approach that elevates story over style. Stories that evolve from a series of carefully crafted cumulative experiences that connect us via our shared affinities, desires and convictions. These stories manifest themselves as experiential tapestries, nurturing our sense of collective unity as they empower people to engage with one another, and the brands they love, in more resonant, more human ways.

    2:20pm–3:10pm

    303

    Digital Media and Journalism Panel

    Nancy Trott, The Associated Press (Moderator)
    Todd Bishop, GeekWire.com
    Devin Coldewey, NBC Interactive and TechCrunch
    Brier Dudley, SeattleTimes.com
    David Bunnell, Writer

    Changing the Game of News

    Journalism and the distribution of news have seen both tremendous challenges and advances with the proliferation and real-time availability of information via the Internet and other digital channels.  What’s the very latest and what’s likely to be next?  Get insider perspectives from a panel of journalists who’ve been on the very front lines of this sea change on a daily basis.

    2:20pm–3:10pm

    302

    Social Marketing Panel

    Paul Peterman, Global Marketing Solutions, Facebook (Moderator)
    Sarah Keeling Gavin, Director PR & Social Media, Expedia
    Scott Willoughby, Franchise Marketing Manager, PopCap Games, Kirsten Ward, Senior Director of Media, Xbox and Online Services

    Driving Business Results With Social Marketing

    Social media has evolved from an emerging channel to an essential component of a brand’s success.  Innovative brands are breaking out of the traditional confines of advertising campaigns and engaging in an always-on fashion to drive loyalty and business results.  Marketers are faced with questions about how to transform their organizations to best leverage this massive opportunity.  Learn how social integrates into today’s marketing organization and how brands are turning to social advertising to connect with, engage and influence customers.  Hear about effective ways to leverage Facebook’s evolving ecosystem of Ads, Pages and Technology to drive measurable business results.

    2:20pm–3:10pm

    301

    Chanel Summers, Co-Founder, Syndicate 17

    Searching for Meaning & Art in Game Auditory Spaces

    Game audio has come a long way when measured by quality and advancements in technology, but still trails other art forms when it comes to artistic expression. Modern technology now makes it easier than ever to create high-quality production audio but does nothing to advance the greater goals of high artistry and meaningful work. However, the emergence of advanced audio technology in less skilled hands is often the enemy of artistic value, as it provides so much freedom to over-produce and over-implement sound in games. Given such infinite flexibility, how can game creators begin to make better and more memorable sound by using less, being cleverer, viewing the acoustic environment as a musical composition, and having a better understanding of the principles of cinematic sound design?

    2:20pm–3:10pm

    205

    Susie Algard, CEO of OfficeSpace.com

    "We're Here, They're There" - The Long Distance Launch

    Long distance marketing concerns are increasingly encountered in today’s technology driven world. Limited budgets and launching outside of your zip code can make for a challenging campaign full of thought provoking questions. Join Susie Algard, for a frank discussion on distance marketing. She will present seven effective techniques aimed at supporting your campaign efforts from beginning to end. Susie is a successful entrepreneur, former Senior Executive at WhitePages.com and CEO of OfficeSpace.com.

    2:20pm–3:10pm

    204

    Glenn Walcott, President of DoubleDown Interactive

    The Strategic Role Content Plays in Mobile and Social Games

    Analysts expect the social casino game market to grow $2.4 billion by 2015.*  DoubleDown Casino is the 4th largest game on Facebook and has 5.4 million highly engaged monthly active players. Join Glenn Walcott, President of DoubleDown Interactive, as he discusses the strategic role content plays in mobile and social games, particularly in this burgeoning social casino game market. Glenn will address how HTML5 plays in the company’s mobile strategy, and provide some insight into working at a game startup like DoubleDown. Glenn will also address the role content plays in the company’s integration with IGT, the largest manufacturer of slot machines and video poker, and parent company of DoubleDown Interactive.

    2:20pm–3:10pm

    202

    CANCELLED: Richard Bush, Head of Business Development, ADTECH

    Mobile and Rich Media: A standard issue?

    With mobile users soon to eclipse desktop, the mobile
    landscape is the new frontier for advertisers and publishers alike. This session takes a look at where the mobile market is headed, the value of rich
    media and new industry standard’s which will make both desktop and mobile better for everyone.

    3:30PM // OCT 30

    LL2

    Jeffrey Cohen, Manager Content Marketing at Salesforce Marketing Cloud

    Introducing Doc Holiday’s Social Media Cure-All Tonic

    Every marketing executive in the world has heard that the days of interruptive advertising are over and we are in the social media era. Tweet. Share. Listen. Engage. But too many otherwise intelligent people have swallowed the promise of social media like it is a turn-of-the-century, cure-all tonic. Marketing rules still apply. Common sense still applies. Demonstrating value still applies. And managers still need to be in charge, not interns.  Learn how to leverage the power of social media for your brand with everyone watching, so you don’t have to pack your bags and leave town in the middle of the night.

    304

    Ben Huh, CEO of Cheezburger

    The Power of Humor

    Conveying a sense of humor is crucial to a campaign’s success. To truly connect with the Millennial audience, a modern brand must incorporate humor into their marketing strategy using a format of humor they understand—memes. Join expert memeologist Ben Huh as he explains the humor behind memes, and why brands with personality drive deeper audience engagement.

    303

    Game Changers for Humanity Panel

    Ross Reynolds, KUOW (Moderator)
    Wayne Kramer, Musician (MC5)/ Founder of Jail Guitar Doors
    Eric Stowe, Splash
    Lesley Mansford, Razoo.com

    This panel is a collection of risk takers and innovators discussing ways to change the world for the better. Musicians Wayne Kramer of MC5, Eric Stowe of Splash, and Lesley Mansford of Razoo.com discuss how social media, the internet and technology can be used to change the game and make a difference. Using the avenues available to them—whether music or journalism or the world stage—these game changers have each taken risks that have paid off in big and small ways.

    302

    Duane Forrester, Senior Product Manager of Bing Webmaster Program

    Social & Search: Today & Tomorrow

    Why is social so important to search?  Join us in this session where we’ll examine where social fits into search today, and the importance it plays as we move forward.  Businesses need to understand how investing properly in social can impact their results in search as they grow and compete for customers online.

    301

    Jon Maples, Vice President, Product at Rhapsody

    The Access Generation

    The sudden importance of personal media devices like smart phones has driven consumption of content to an all time high. And with nearly unlimited access to content—from music to books to video—its place in our lives has changed. Through his experience building digital music products and services, Jon Maples has a front row seat to how Rhapsody’s unlimited catalog and around-the-clock access have not only lead to a behavioral changes, but a change in how we identify with, consider and value content in our lives.

    205

    Kate Morris, Senior SEO Consultant, Distilled

    The Ultimate Outreach Challenge

    In advance of SIC 2012 Kate is going to spend less than two months working on a list of the Top 20 Influencers of Big Data according to Forbes earlier this year. Her goal is to show you the outreach process and results given a set of highly influential and unknown people. She will reveal the issues and wins along with one quote from each person she successfully contacts. The presentation will end with final recommendations and tips that you can take home and apply to your own outreach efforts.

    204

    David Uhler, Solutions Director at Slalom Consulting

    8 Guiding Principles for Compelling Mobile Interactions

    In this session we will examine a set of principles uncovered through the experience of Slalom Consulting over five years of mobile application development for B2B, B2C, and B2E customers. We’ll discuss the behavioral and technological trends that forged these rules and how they may be changing for the next generation of mobile applications.

    202

    Chris Savage, CEO of Wistia

    Wielding the power of video for good, not evil

    Online video is an incredibly powerful medium. It’s emotional, engaging, and effective. But where should you begin and how should you think about crafting a video strategy? To get the most out of video you need to know where it derives its power and some fundamental techniques for where and how to use it.

    4:20PM // OCT 30

    4:20pm–6pm

    302

    The Bing Webmaster Tools team

    Bing Webmaster Tools Workshop

    Bing is hosting a workshop at SIC to help people understand how to most effectively use their Bing Webmaster Tools accounts. The accounts are free, and if you have yours ready to go a few days ahead of time, we can go hands on with you to help you understand what the reports are saying, what the settings do, and what work you should focus on.

    The Bing Webmaster Tools team will be on hand to help answer your questions and explain the data. RSVP today to participate in this on-site workshop for free.

    http://bingworkshopatsic.eventbrite.com