Registration & Networking Breakfast
Q&A: Facebook and the New Rules for Engagement
Facebook, which just celebrated its 10th birthday, has changed the face of communications and media—perhaps more so than any other brand except Google. And Facebook is even challenging the search behemoth in its ability to drive traffic, engagement, referrals and distribution for media brands. It’s effectively unthinkable in 2014 for any media brand not to be aggressively using Facebook, not just as an engagement tool, but also for driving revenue in subscriptions, ad sales and other streams. But social media and consumer behavior are changing fast, and media brands need to adapt more rapidly than ever before. Sit in on an in-depth conversation with Facebook’s Director of Global Media Partnerships Andy Mitchell as he describes game-changing initiatives that media brands have taken with Facebook—and what new directions the giant social network is taking in the next 18 months.
Where it Really Starts: Inventing Digital Content Products That Readers and Advertisers Want
Multiplatform engagement and access are putting downward pressure on the content creation process. Publishers are forced to decide among long-form, briefs, video, shareable elements, infographics, frequency and a host of other formats that meet the needs of devices, consumers and advertisers. And now, as brands seek out custom content opportunities, the list is getting longer. In this session, you'll learn how to regain control of your content framework in a way that satisfies your readers, distribution channels and advertisers.
Key takeaways include:
- How to zero in on the most valuable content formats
- Determine the right balance between audience and advertiser opportunities
- Structuring your content teams for maximum production efficiency and quality
- Building custom and native ad products that peacefully co-exist with pure editorial content.
Technology and Content: Two Essential Imperatives, But Which Comes First?
It's the classic question, but the right answer is as elusive as ever. Maybe that's because the technology versus content path is a unique choice for each publisher. In this provocative session, we'll debate the pros and cons of a technology-first or content-first strategy—revealing the choices along the way that make the most sense for you.
- The benefits of making a distinction between content and technology
- How to identify licensing opportunities for your proprietary tech platforms
- What tech infrastructure is right for you and investment expectations
- Auditing your content strategy to see how technology can best support it
Next-Gen Social: A Game-Plan for Engagement and Virality
We're way beyond collecting likes and follows. Now, content brands are exploring ways to build engagement, master the share, track measurement and produce clear ROI. In this session we'll give you a list of specific take-away tactics to encourage your followers to engage in two-way conversations and push your content through layer after layer of audience networks.
- Specific social engagement tactics you can apply immediately
- Optimizing the right social platform mix for your brand
- The five secrets of content virality
- Emerging social platforms you should pay attention to
- Embedding sharing tools and activity deeper into your content
Programmatic Advertising: How the Innovators Are Adapting, and Why You Need To, Too
Studies show that programmatic spending will account for close to a third of all digital dollars in 2014. The phenomenal rise of this ad category has made publishers take a second look at how to most effectively adapt programmatic into their own sales arsenal. In this session we'll reveal how to integrate programmatic and direct sales operations to ensure you're capturing every bit of revenue.
- Why programmatic is on the rise
- The resources you need to add programmatic selling
- How to train your sales team to sell it
- Making sure your sales channels can accommodate it
- How to combine direct and indirect sales
Digital Velocity: Dealing With a Permanently Unstable Business Model
How do you plan strategically or invest in new initiatives when everything in the market is always changing? From technology to data to content and advertising formats, publishers face daunting challenges in not only devising long-term strategic plans, but defining identity and overall direction in a rapidly changing marketplace. In this session a panel of CEOs will discuss how they translate hype into opportunity and maintain a balance between experimentation and established growth channels.
- How to determine what opportunities make the most long-term sense
- Establish a culture of focused entrepreneurialism
- How to navigate risk and return on new initiatives
- Make strategic decisions without compromising market focus
Keynote: The Rise of Entrepreneurial Journalism: If You Build It, Will They Come?
One of the defining trends in media over the last 12 months is the rise of the entrepreneurial journalist. Think Nate Silver, and Andrew Sullivan. Or more recently, Ezra Klein at Vox Media. Sarah Lacy is one of the pioneers in entrepreneurial journalism, having launched PandoDaily in early 2012 to cover Silicon Valley. Lacy's perspective is at the convergence of several trends: The rise of Silicon Valley-based social networks as competitors in the media space; the emergence of digital pureplay media; and the trend toward high-profile journalists building their own brands. Here Folio:'s Bill Mickey and Sarah Lacy discuss entrepreneurial journalism from the inside, and how sites like PandoDaily and others are disrupting traditional paradigms. How do these new models differ from old ones in terms of revenue and scale? Join in for a look at what’s in store as the digital ecosystem continues to transform.
Pushing the Boundaries of Mobile Publishing
From push messaging and hardware integration to offline access, audience engagement and pure speed, there’s more you can be doing with your app. The companies on this panel each have unique visions for the platform and are betting their futures on it. Are you still stuck straddling the native-responsive fence? Unsure what your specific mobile strategy should be? This panel will bring focus back to your mobile outlook with specific tactics related to:
- What native apps are best at (and where they fall short)
- Who’s reading what…and why
- Innovative distribution models
- Methods for increasing use and engagement
- Pricing and subscription models
Mobile Advertising: Show Me the Money
Mobile adoption rates are huge, but where's the money? Most publishers report mobile audience referrals in the 30-40 percent range, yet the revenue isn’t matching up.
In this session you’ll learn:
- How to bridge the gap between mobile audience and revenue
- Identify the holdups and the opportunities.
- The best ad formats and how to create them
- What brands and agencies are looking for on the platform
Click to Buy: Investing In and Maintaining the Right E-Commerce Model for You
E-Commerce has become a viable revenue model for publishers of all kinds. Yet deciding on the model and how to integrate it with the brand is a complicated proposition. Here, we dissect the models that work, what’s needed to properly execute, and the risk versus reward.
- Choosing the right e-commerce model for you
- What your investment expectations will be
- Key execution strategies, from technology to content integration
- Ongoing strategies for building premium and extended programs with your biggest sponsors