icsc mocial+ conference · 2016. 8. 1. · lee hnetinka founder and chief executive officer...

ICSC MOCIAL+ ConferenceMarketing, Advertising & Sponsorship in a Digital AgeGrand Hyatt | San Francisco, CA August 10 – 12, 2016#ICSCmocial

DIRECTORY

Mobile + Social + Local

ICSC MOCIAL+ ConferenceMarketing, Advertising & Sponsorship in a Digital Age

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WEDNESDAY, AUGUST 10

Tour Registration3:30 – 5:00 pm | In-Store Location: Visitor Center,

Lower Level Cellar

Macy’s Union Square 170 O’Farrell Street, San Francisco, CA

Directions from Grand Hyatt to Macy’s

Turn right onto Stockton Street Walk past Union SquareMacy’s will be on the right at the cross streets of Stockton and O’Farrell Street.

Macy’s Retail Tour 4:00 – 5:00 pm 5:00 – 6:00 pm

Macy’s offers a fun and fact-filled tour of its West Coast flagship in the heart of San Francisco’s shopping district. Learn how being in the hub of technology innovation has shaped the company and store, and discover how omni-channel plays a part in making sure Macy’s continues to offer customers a one-of-a-kind shopping experience. Your guide will share store history, marketing concepts, merchandising, visual techniques, and all that goes into the magic behind Macy’s. All participants will receive the Macy’s Visitor Savings Pass. The tour is FREE. However, you must be advanced registered to attend. No on-site registration.

Reception Registration at Farallon Restaurant5:30 pm | Beluga Room, 4th Floor

Member-Hosted Reception6:00 – 7:00 pm | Beluga Room, 4th Floor

Farallon Restaurant 450 Post Street, San Francisco, CA | www.farallonrestaurant.com

Directions from Grand Hyatt to Farallon

Turn right onto Stockton StreetTurn right on Post Street Farallon will be on your right in between Powell Street and Mason Street

THURSDAY, AUGUST 11

Conference Registration8:30 am – 6:15 pm | Ballroom Foyer (Ballroom Level)

Wi-Fi Lounge8:30 am – 6:15 pm | Ballroom Foyer (Ballroom Level)

The Wi-Fi Lounge provides a comfortable place to network and conduct business and will be open during registration hours to all registered attendees.

Exhibit Showcase8:30 am – 6:15 pm | Ballroom Foyer (Ballroom Level)(Except while sessions are in progress)

Network the old-school way and enjoy some face-to-face time with our innovative sponsors.

Continental Breakfast 8:30 – 9:00 am | Ballroom Foyer (Ballroom Level)

Welcome Remarks9:00 – 9:15 am | Grand Ballroom (Ballroom Level)

SPEAKERTim O’Connell ICSC MOCIAL+ Program Planning Committee ChairAssistant Vice President, Director of Digital Marketing and CommunicationsRPAIOak Brook, IL @OConnel_The

Opening Session9:15 – 10:00 am | Grand Ballroom (Ballroom Level)

The Convergence Between Physical + Digital Retail ExperiencesTransformation is happening—not just in our industry, but in every industry. The ways to connect with your customer are constantly evolving. In the past, the retailer/developer relationship was designed to open a store; once the store opened, it ended. As digital and physical retail continue to converge, the developer/retailer relationship must broaden and deepen after the store opens. In this session, we will discuss how a physical and digital strategy is essential to creating a more real-time, intimate and human relationship with our shared customers. To do that, it’s paramount that we partner more significantly, share knowledge and information more freely and build better physical and digital experiences that our customers demand.

Grand Hyatt | San Francisco, CA | August 10 – 12, 2016 | #ICSCmocial

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MODERATORTamara Samoylova Senior Director of Market StrategyWestfield LabsSan Francisco, CA@tamarasamoylova

PANELISTSLee HnetinkaFounder and Chief Executive Officer DarkstoreSan Francisco, CA@leedarkstore

Diane LoviglioFounder and Chief Executive OfficerBoon + GableSan Francisco, CA@boonandgable

Alex ShiraziFounderPhlintRedwood City, CA @alexshirazi

General Session10:15 – 11:00 am | Grand Ballroom (Ballroom Level)Retail Technology Trends to WatchThis session will explore how and why retail brands and retail developers need to incorporate technology into their core strategies to address an increasingly empowered, connected and fickle consumer. The course will give a framework for digital innovation and cover retail data, retail technology trends including mobile, virtual and augmented reality, as well as proven methods to stay nimble and ahead of the retail technology curve. The Science Project has created ShopStage, a technology platform to help retailers manage the growing complexities of data, content and technology devices across the changing customer path. ShopStage clients include kate spade new york, Perry Ellis and Uniqlo.

SPEAKERJeremy Bergstein PresidentThe Science ProjectNew York, NY @JeremyBergstein

Concurrent Sessions11:15 am – 12:00 pm

A. U.S. MAXI Award Panel | Sequoia Room (Ballroom Level)With 200+ events planned each year, 16 MAXI’s under their belt and zero dollars budgeted for traditional advertising, hear how North American Properties leverages a robust and integrated social media program to produce stellar results and exceptional events and programming. And, as marketing budgets have dwindled, learn how the CBL team continues to win MAXI awards despite having fewer people to implement programs and events. In the past few years, CBL teams have amassed 11 gold awards and 13 silver awards across all categories, including public relations, cause marketing, advertising, special events and digital.

MODERATORLiz Gillespie, CMDPartner, Vice President of MarketingNorth American PropertiesAtlanta, GA@Ljgillespie

PANELISTSMary Lynn Morse, CMD Senior Director of Mall MarketingCBL & Associates Properties, Inc.Chattanooga, TN @Mlmorse1

Carla Toro Director of MarketingNorth American PropertiesAlpharetta, GA @Carlactoro

B. How Mobile Data is Redefining Retail Strategy | Cypress Room (Ballroom Level) There is no question that the retail real estate industry is facing new challenges in the mobile era in which the smartphone is king. Advertising and consumer shopping habits are rapidly changing as we move toward a more analytics and data-driven way of reaching consumers, particularly the elusive millennial generation that spends a significant amount of time on their mobile phones. UberMedia CEO Gladys Kong will apply extensive experience as an in-app ad platform and data provider to outline the obstacles retail real estate professionals face, how the pinpoint accuracy of mobile data can be leveraged to make trade area analysis, real estate and competitor cannibalization decisions, and how to reach millennials and other demographics from an awareness and behavioral perspective. Gladys will have case-study examples on hand to further elaborate how mobile location data can reboot retail real estate decision intelligence by more accurately measuring the consumer path to purchase, how much can be inferred from this type of data and how accurate it can be.


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SPEAKERGladys KongChief Executive OfficerUberMediaPasadena, CA@gladyzzz

Lunch Served 12:00 – 12:30 pm | Grand Ballroom (Ballroom Level) (No lunch service after 12:30 pm)

All-Star Panel Presentation12:30 – 1:30 pm | Grand Ballroom (Ballroom Level) Influencer MarketingThe social media world continues to evolve as shoppers look to other consumers to inform their purchasing decisions. Instead of looking to brands, shoppers now look to their favorite digital personalities who are consolidating massive followings on YouTube, Instagram, Snapchat, Pinterest and more. Discover how the powerful method of influencer marketing is the next big thing for shopping centers.

MODERATORBrian LutzDirector of Digital Strategies CBL & Associates Properties, Inc.Chattanooga, TN@lutztweets

PANELISTSJen AugustynPartnerThe Dealey GroupDallas, TX @jenaugustyn

Tim Sae KooChief Executive OfficerTINTSan Francisco, CA@timsaekoo

Chelsea SmithSocial Media Strategistinfinitee Communications, Inc.Atlanta, GA@infiniteecom

Concurrent Sessions 1:45 – 2:45 pm

A. Drones and Virtual Reality | Sequoia Room (Ballroom Level)What do drones, virtual reality (VR) and Pokémon Go all have in common? Join industry leaders in an elevated discussion of the latest state-of-the-art technology: drones, virtual reality and commercial retail real estate technology. Learn how a collaboration between two startups brought an ICSC property tour to the air through the ICSC VR app - the first cardboard CRE VR app in the app store and Dronemon GO - the viral video sensation that hit over a million views in just two days and demonstrated how to use drones to play Pokémon Go. The future is in the air, and you’ll learn about the latest in drone technology, virtual reality hardware and take a look at how this exciting technology is elevating the way we lease, market and invest in our shopping centers.

SPEAKERSRadley Angelo Founder and Chief Executive OfficerSpark AerialSan Diego, CA@sparkaerial

Alex Markson President and Chief Executive Officer Property CapsuleSan Diego, CA@propertycapsule

B. The Joy of Metrics | Cypress Room (Ballroom Level)Social media marketing has moved from the stage of R&D/guerilla to the age of accountability. Marketers face questions every day about the value of social media strategies. Although the need to be accountable is clear, the role of social media is still not widely understood by executives and other departments. This session aims to help create a means to prove the worth and accountability of your social strategy, presence and content while also making reports digestible and sexy. Join Haven Beauty for an in-depth presentation that will provide tools and examples to help social media marketers define the “R” in “ROI” for various industries, departments and people and truly make different audiences understand the value of our social media work.

SPEAKERErin Dwyer Senior Vice President, Global Economics and SocialHaven BeautyLake Forest, CA@Digi_Darwin

Thursday Continued


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Concurrent Sessions3:00 – 4:00 pm

A. The Truth About Social and Digital Media Use in the Shopping Center Industry | Cypress Room (Ballroom Level)Hear the results of the first industry-wide study that delves into the who, what, why, how—and how much—of managing a social and digital media program. During the session, you will learn how your programs are similar to and different from others in the industry. The session will answer such questions as: How do your key metrics compare to those of your peers? What are the industry’s best practices for both B2B and B2C applications? What are the true impacts of social and digital initiatives on time and budget? This turbocharged session will stimulate critical thinking about social and digital tools that are vital to your business and will help you identify when to “pull the plug” on those that drain valuable resources. You will come away with insights and facts to assess your program and to achieve the most impact from your social and digital initiatives, both now and in the future.

SPEAKERAlan McKeonPresident and Chief Executive OfficerAlexander BabbageAtlanta, GA@alanmckeon

B. The Power of Instagram at Shopping Centers - Case Study: The Shops Buckhead Atlanta | Sequoia Room (Ballroom Level)When The Shops Buckhead Atlanta opened in late 2014 after years of construction, multiple changes in ownership and a new vision from developer Oliver McMillan, Atlanta residents were excited and eager to learn about this long-awaited shopping and dining destination and what it was going to add to their existing neighborhood. It was crucial to create a digital strategy that truly showcased this redeveloped district in a way that was not only relatable, but also educated consumers on the over-40 first-to-market luxury retailers and dining concepts while being sensitive to their very strict and highly coveted brand standards. Learn how the brains behind The Shops Buckhead Atlanta thought outside the box (and their budget) with an innovative Instagram program that utilizes in-house talent, exceptional retailer relationships and the power of a distinct voice. This formula has helped them grow into an industry leader on social media less than two years after opening.

SPEAKERCarly Catalana Social Media SpecialistOliverMcMillanSan Diego, CA@CarlyCatalana

General Session 4:15 – 5:15 pm | Grand Room (Ballroom Level)

Content Rights Management: Rules of the Road for Social MediaContent rights management rules and policies vary widely by client and are often guided primarily by the risk tolerance of the client’s legal department. This session will provide a primer on the legal “rules of the road” for social media (branded channels, viral videos, user-generated content, promotions and contests, etc.). In addition, this session will discuss key intellectual property issues raised by social media, including trademark, copyright and rights of privacy and publicity, as well as:

• Offensive or inappropriate content• Copyright or trademark infringement• Third-party platform/media services terms of use and policies• Infringement responsibility: publisher, marketer or agency?• Impersonators and other infringing material• Influencers–endorsements, testimonials and disclosure

requirements• Native advertising• Talent compensation–commercial versus content

SPEAKERRonald R. UrbachDavis & Gilbert, LLP New York, NY@RonaldUrbach

Reception5:15 – 6:15 pm | Sunset/Bay View/Skyline (36th Floor)

FRIDAY, AUGUST 12

Conference Registration 8:30 am – 1:30 pm | Ballroom Foyer (Ballroom Level)

Wi-Fi Lounge8:30 am – 1:30 pm | Ballroom Foyer (Ballroom Level)

The Wi-Fi Lounge provides a comfortable place to network and conduct business and will be open during registration hours to all registered attendees.

Exhibit Showcase8:30 am – 1:30 pm | Ballroom Foyer (Ballroom Level)(Except while sessions are in progress)

Network the old-school way and enjoy some face-to-face time with our innovative sponsors.


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Continental Breakfast8:30 – 9:00 am | Ballroom Foyer (Ballroom Level)

Roundtable Sessions9:00 – 10:00 am | Grand Ballroom (Ballroom Level)

Kick off your Friday at MOCIAL+ by learning tactical digital, social and advertising tips and tricks from some of the industry’s greatest thought leaders. Select from twelve different roundtables during two 30-minute sessions.

Roundtable Sessions

Table 1Tenants RelationshipLeader: Joanna Rothermel, The Peterson Companies

Table 2Advertising & SponsorshipLeader: Alysia Gordon, SLD, CBL & Associates Properties, Inc.

Table 3Snapchat & GeofiltersLeader: Liz Hornor, The Dealey Group

Table 4Big Data & Your CustomerLeader: Corbett Guest, Imaginuity

Table 5A Tactical Field Guide to Influencer MarketingLeaders: Michelle Davis, Northwood Retail, LLC Elisabeth Zuerker, The Dealey Group

Table 6How to Develop Brand Advocates at Your Shopping CenterLeader: Andrew Davis, Monumental Shift

Table 7Successful Social StrategiesLeader: Carla Toro, North American Properties

Table 8Social Media, Team of OneLeaders: Diana Podaski, Linear Retail Leigh Rosa, Oxford Properties Group

Table 9Ignite Your Insights. Measuring Social Media EngagementLeader: Chelsea Smith, infinitee Communications, Inc.

Table 10How to Effectively Use LinkedIn to Promote Your BrandLeader: Amanda Hofmeister, Phillips Edison & Company

Table 11Crisis Communications Leader: Jesse Tron, The Dealey Group

Table 12Advertising & SponsorshipLeader: Rebecca Lesley, Macerich

General Session10:15 – 11:00 am | Grand Ballroom (Ballroom Level)

Retail Volatility: Competing in an Age of DisruptionIn the boardrooms of major retailers across the country, heated debate grips the industry. Clearly there is market softness and a fairly significant shift in consumer shopping patterns, but are the issues retailers encounter cyclical or structural in nature? Deloitte recently set out to measure the marketplace shifts. Their empirical data reveals that the retail industry is in the midst of massive structural changes that are breaking a 100-year trend of consolidation. Join Kasey Lobaugh, Principal and Chief Retail Innovation Officer at Deloitte Consulting, LLP, as he uncovers what Deloitte’s Retail Volatility Index reveals about seismic changes in the industry, how the impacts play out differently across retail sectors and what retailers should consider as they develop fundamentally new strategies to compete in an age of disruption.

SPEAKERKasey Lobaugh Principal and Chief Retail Innovation OfficerDeloitte Consulting, LLPKansas City, MO@klobaugh

Concurrent Sessions11:15 am – 12:00 pm

A. Digital Advertising and Promotion | Cypress Room (Ballroom Level)

As online and digital media continue to displace traditional media to promote nearly everything, shopping centers can now access an amazing array of online promotional options. From the depths of Facebook and Google’s walled gardens to display ads on mobile and the open web, many options abound. How can shopping centers use this shift to digital to engage more shoppers? How is it bought? What segments work best? How can location be used? How can we understand “intent”? How is data collected and used to promote the shopping center? How are retailers using online advertising? We’ll look at how the online advertising ecosystem works, how to optimize your media buys and how you can promote your shopping center to your local shoppers. Find out about all of this and more as we explore the crazy and evolving world of online advertising. Join John Dee as he breaks this down for the industry.

SPEAKERJohn DeePresidentPlaceWise MediaDenver, CO@johndee

Friday Continued


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B. Marketing for Leasing | Sequoia Room (Ballroom Level)Join industry experts for a lively discussion on marketing for leasing. You will learn best practices from three points of view: a vice president of leasing, a field-marketing director and an industry guru on leasing services. Hear case studies, tips for working with your leasing team and social media strategies that are changing the way that marketing is supporting leasing.

MODERATORCherilyn Megill, CRX, CMDVice President of Marketing and CommunicationsPhillips Edison & CompanySalt Lake City, UT@cherilynm

PANELISTSBeth AzorFounder and PrincipalAzor Advisory ServicesDavie, FL

Liz Ashley Barth, CMDMarketing Director at Southlake Town Square RPAISouthlake, TX@LizAshleyB

Mike ConwayVice President, Leasing and National AccountsPhillips Edison & CompanySalt Lake City, UT

Boxed Lunch Served12:00 – 12:30 pm | Grand Ballroom (Ballroom Level)(No lunch service after 12:30 pm)

Blockbuster Session12:30 – 1:30 pm | Grand Ballroom (Ballroom Level)

The Loyalty Loop. Stop Telling Me You’re Different. Start Showing Me.In this exhilarating keynote address, best-selling author and marketing guru Andrew Davis will help you utilize the power of the new consumer journey. You’ll learn how to build anticipation, harness the honeymoon period and craft inspirational moments that result in new business. You’ll leave inspired to rethink the way you win over new tenants and transform the way you leverage the guests you already own. Are you ready to embrace the Loyalty Loop?

SPEAKERAndrew Davis Author and FounderMonumental Shift Boston, MA@DrewDavisHere

Conference Adjourns 1:30 pm

Program information current as of July 28, 2016.


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CONFERENCE CHAIR

Tim O’Connell RPAI Oak Brook, IL

Jen Augustyn The Dealey Group Dallas, TX

Liz Ashley Barth, CMD RPAI Southlake, TX

Carly Catalana OliverMcMillan San Diego, CA

Michelle M. Davis Northwood Retail, LLC Dallas, TX

Patrick M. Flanagan Simon Brand Ventures Part of Simon Property Indianapolis, IN

Emily J. Ford Regency Centers Vienna, VA

Meagan Froehlich, CMD Weingarten Realty Houston, TX

Liz Gillespie, CMD North American Properties Atlanta, GA

Rashawn Jackson DLC Management Corporation Tarrytown, NY

Brian Lutz CBL & Associates Properties, Inc. Chattanooga, TN

Alex Markson Property Capsule San Diego, CA

Drew McGray Shea|Properties Aliso Viejo, CA

Cherilyn Megill, CRX, CMD Phillips Edison & Company Salt Lake City, UT

Stefanie Muegel CenterCal Properties, LLC Oxnard, CA

Diana S. Podaski Linear Retail Properties Burlington, MA

Leigh Rosar, CMD Oxford Properties Group Toronto, ON

Angela Herlth Sweeney, CRX, CMD The Peterson Companies Fairfax, VA

Daniel M. Taub DLC Management Corp. Tarrytown, NY

Leticia S. Wilson, CMD Forest City Realty Trust Ventura, CA

PROGRAM PLANNING COMMITTEE

PROGRAM PLANNING COMMITTEE MEMBERS


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THANK YOU TO OUR SPONSORS

BLOGGER

RPAI is a self-managed REIT focused on the acquisition, development and management of strategically located retail assets. As one of the largest owners and operators of shopping centers in the U.S., RPAI has a diversified mix of properties, including power centers,

community centers and lifestyle centers. Our experienced team offers a fresh vision to leasing, innovative and award-winning marketing, and hands-on attention to every property in our portfolio, bringing motivated tenants and consumers to yield proven results. When people look for the very best in retail, they come to RPAI.

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Register today to join your colleagues for networking, deal making and educational opportunities. ICSC Retail Members are eligible for complimentary registration and a table in Retailer Central.

ICSC WESTERN CONFERENCE & DEAL MAKINGSan Diego Convention Center | San Diego, CAAugust 30 – September 1, 2016 | #WestConf

For more information visit www.icsc.org/2016WS.

www.icsc.org/2016SMC

icsc mocial+ conference · 2016. 8. 1. · lee hnetinka founder and chief executive officer...

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