Spark 2019 Program

Mix & match and attend multiple tracks - and yes, it’s ok to change your mind day-of! Heads up though, sessions are first come, first served until the room fills up.

Full Program

Main Stage

Track A

Track B

Track C

Track D

Time

Session Title

Location

Session Type

8:30

8:30 - 9:30

Registration and Breakfast

Lobby

Collect your pass and welcome pass and grab a coffee before the day begins.

9:30

9:30 - 9:40

Welcome to Spark 2019

Main Stage

Opening remarks from your Falconeer hosts.

Dino Kuckovic

Community Marketing Lead

Tondreanna Esquilin

Community Marketing Coordinator

#spark19

digital natives

9:40

9:40 - 10:00

Opening Keynote - State of Digital Marketing & PR

Main Stage

CEO & Founder of Falcon.io, Ulrik Bo Larsen focusses on how marketers across the globe think about digital marketing and PR, what’s working, how the industry is changing, and more.

Ulrik Bo Larsen

CEO & Founder

state of social

social media

10:00

10:00 - 10:30

LinkedIn: What’s [in] It for You?

Main Stage

Whether LinkedIn is already be part of your social media marketing strategy or you are just starting out, discover how to master this platform in order to achieve your goals. We’ll cover best practices, the latest products and share some examples of organizations that are achieving impressive results in 2019.

Sam Parker

Partner Manager

LinkedIn

social media strategy

product

kpi's

10:30

10:30 - 10:50

Coffee Break

The Nest

Listen, it's going to be a long day of knowledge sharing so take a break, stretch your legs and chat with someone new.

10:50

10:50 - 11:30

12 Moods: Converting Universal Emotions Into Valuable Connections

Main Stage

Consumers are now more sophisticated, nuanced, and hyper connected than ever. Leveraging recent marketplace trends, consumer research, and a socially focused ‘Content to Commerce’ strategy, Skullcandy is building an ecosystem of emotional storytelling. Hear how they grew their social media following by 50%, increased website traffic, boosted e-commerce, and shifted transactional consumers into valuable brand advocates.

McKenna Taylor

Global Brand Manager

engagement

consumer research

e-commerce

11:30

11:30 - 12:00

SENSEation – Brand Sound in Digital Marketing

Main Stage

"Alexa, what does my brand sound like?" Audio has always provided unexpected opportunities to convey brand experience through the media. But the current technological innovations of digitization are leading to a new audio boom. Experience which role sound will play in our everyday future in the performance by Cornelius Ringe and Sebastian Fuchs. What are the new demands on brand sound in the fast-moving social media? So much is revealed: Alexa will have a say on stage. We promise you many aha moments with a smirk or two. After that, you will even more consciously listen to your brand - and that's a good thing.

Sebastian Fuchs

Voice Director

Dr. Cornelius Ringe

CEO

brand sound

branding

brand experience

12:00

12:00 - 13:00

Lunch

The Nest

Bon appétit!

13:00

13:00 - 13:45

Presenting the Perfect Audience With the Perfect Product: A Growth Hacker’s Approach

Track A

Advertising & Analytics

How do you translate trends, data and gut feelings to concrete initiatives that create results? Casper is on a mission to unite the tech toolstacks with lead gen in a journey where there’s no technical limitation. This session will showcase specific personas and how you can target them (beyond the normal ways). This will include Facebook, LinkedIn, AdWords, Quora, Reddit, YouTube and more so you can create a unified approach and make sure you hit the right person every time.

Casper Emil Rouchmann

Growth Hacker

growth hacking

targeting

personas

advanced

13:00

13:00 - 13:45

Instagram’s Underdog - Rethinking IGTV and Finding Success With Long-Form Content

Track B

Social Media Marketing

Compared to the classic newsfeed and flashy Stories, IGTV is Instagram’s often overlooked feature which is now experiencing a slow-burner turnaround. More and more publishers are seeing the potential of IGTV and we’ve had a lot of success with BBC Earth. How can you make IGTV part of your digital strategy and what does success look like on this developing platform?

Kara Segedin

Digital Marketing Manager – Factual

IGTV

digital strategy

defining success

13:00

13:00 - 13:45

OUR HOUSE IS BURNING: Marketing to the Woke Generation

Track C

Digital Brand & Content

Once upon a time in the Dark Ages of 80s and 90s, it used to be pretty uncool to care too much. It was uncool to care about the environment. If you were a feminist, people assumed you neither showered nor shaved your armpits. You never saw non-white people in prominent positions on media anyway, so you didn’t even know you had to care. After the world has collectively spent ten years on social media, all that has drastically changed – marketing not being an exception. Question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?

Kaitlyn WonJung Chang

Chief Operating Officer

activism

marketing

generation now

13:00

13:00 - 14:00

Workshop: Digital Transformation: How to Evolve From "Data vs. Creativity" to "Data-Inspired Creativity"

Track D

Research & Strategy

Digital transformation means commitment to making your business and people more effective by using new technologies. In a world that’s constantly changing, customer expectations are higher than ever before, and so is the need to deliver relevant & meaningful experiences across channels, regardless of your industry. Businesses should use their data to discover the behavior of their customers and their responses to brands and products. The challenge this workshop aims to eliminate is to ask the right questions to determine your core audience, what campaigns are effective across channels and how to turn these insights into a strategy. Organizations are neglecting data – one of their most valuable resources – and if they do have access, we still don’t understand how to align the data with business objectives. In 2020, there will be 4 billion active social media users that expect business to have global reach but local approach, brand consistency but personalized messaging, great product offering but equally good user experience. The shift starts by building a digital-first culture in house, future-proofing your digital strategy – you ready to discuss how?

Jerrick M. Haddad

Global Social Media Strategist

Evelina Petrova

Automation & Engagement Marketing Lead

digital transformation

data

behavior

13:50

13:50 - 14:20

Bouncy Castles or Fairytales: How Nordic Choice Hotels Is Winning on Social

Track A

Advertising & Analytics

For many years, marketers have been approaching social from an all fun and play perspective. Building social media traffic is a lot like a city planner knowing how to efficiently get traffic in and out of a city. Getting people to your website through social media engagement can be tricky. How do you get people to go to your social channels? Nordic Choice Hotels are in the process of building a fairytale come true: increasing YoY traffic from organic social by 400% and driving revenue by 30%.

Takin Kroop

Social Media Manager

traffic

organic social

revenue

13:50

13:50 - 14:20

How I Got Here: The DIY Social Audit and SEO

Track B

Social Media Marketing

Are your social visions and goals meeting expectations? How do you stack up to your competitors? Have you listened/looked at yourself objectively lately? In this session, you'll get a crash course on how to do a social audit. You'll leave with a hype-free understanding of not only how to do a social audit but how that work impacts brand health, content development, keyword strategies for SEO, social responses trees, and more...

Jerri Helms

Sr. Director Digital Marketing Initiatives

social audit

brand health

13:50

13:50 - 14:20

How Social Media Is Changing the Face of PR

Track C

Digital Brand & Content

It is safe to say that the new way of word of mouth marketing is social media marketing. But why do companies engage in social media marketing? Most would say it is to connect to their consumers, to have a relationship with them in order to keep their products and company top of mind and viewed in the best and most positive light. But hold up, isn’t that the job of public relations?

Alexander Mason

Commercial Director

pr meets social

media opportunities

finding influencers

crises

14:25

14:25 - 14:55

Painting a Picture With Data: How to Combine Insight and Storytelling to Create More Impact With Both

Track A

Advertising & Analytics

Can data help you be more creative and help with what content you produce? Lee Benecke believes it can and his session will cover why he now thinks the two most important skills in marketing are being able to understand data and tell a good story and how you can use both to supercharge your marketing.

Lee Benecke

Head of Digital Engagement

data

storytelling

ROI

14:25

14:25 - 14:55

Panel: Success After the "Like"

Track B

Social Media Marketing

The social giants are testing eliminating vanity metrics like likes. How will brands who have built billion dollar businesses off of influencer marketing and other initiatives adapt? Learn how progressive companies drive conversion with a mix of smart creative, paid media, and shoppable content. Welcome to the future of marketing.

Chris 'Kubby' Kubbernus

CEO

Michael Hedelain

Digital Marketing Manager

Forrest Ronson

Product Solutions Manager

vanity metrics

likes

plan B

14:25

14:25 - 14:55

The Most Authentic Voices Come From Social Media Influencers: In Conversation With Isabella Thordsen, Fashion Influencer

Track C

Digital Brand & Content

We talk a lot about how influencers are the new trend in digital marketing, but we have never tried to look at the business experience from the influencer’s perspective. In this fireside chat we’ll sit down with Isabella Thordsen to discuss: How does an influencer manage their social media account(s)? How do they approach content creation? Is it similar to how we, digital marketers, work or are they playing their own game? What do they value in brand partnerships?

Isabella Thordsen

Fashion Influencer & Blogger

Kathleen Guy

Customer Marketing Manager

influencer marketing

brands

partnerships

14:00

14:00 - 14:55

Workshop: Getting From Data to Insights AKA How to Stay on the Rainbow Road

Track D

Research & Strategy

Dealing with data is hard, deriving actionable insights from it is even harder. Some claim it is as difficult as staying on the Rainbow Road in Mario Kart (and we're not talking about the N64 version). We deal with a lot of data in our day-to-day and have learned firsthand how vanity metrics and improper visualisations can lead to faulty conclusions. In this workshop we will talk about methods we use to avoid vanity metrics and how to inspire action through data. You will learn how to ask the right questions and design useful visualizations that lead to clear and practicable insights.

Norbert Sauter

Strategy Advisor

Nicolaas Wagenaar

Business Intelligence Manager

engaging content

posting times

datasets

14:55

14:55 - 15:25

Networking Break

The Nest

Listen, we're not going to tell you what to do buuuuuut...how about you spark a conversation with a new person by asking them "What’s your story?" or "How did you get to do what you’re doing?"

15:25

15:25 - 16:05

Future of Social Ads: Discovery. To Boldly Go Where No Brand Has Gone Before

Track A

Advertising & Analytics

The future of social media marketing / advertising is literally on our doorstep. New technology is transforming social media marketing into a serious challenge, but an outstanding experience for the end user. Extreme personalization is already happening and virtual reality is bringing experiences even closer. Join Alex McNab- Lundbäck for a voyage into the unknown future of social media marketing. We’ll look at new channels, new innovative opportunities, and try to predict what brands will need to be utilizing in order to ‘live long and prosper’.

Alex McNab-Lundbäck

Social Media Expert & Strategist

advertising

new tech

future

15:25

15:25 - 16:05

Debate: Is 2020 the Best Time to Be a Marketer?

Track B

Social Media Marketing

With a media landscape that's getting ever more fragmented, 2020 is going to be a year with a completely new set of challenges. There is no dominating social media platform that will hit all your audiences. The audiences you do hit are questioning every message. Engagement is harder to achieve for brands. So, is it the best time to be in marketing, or are the challenges too much of an inconvenience to be in the industry?

Richard Muscat Azzopardi

Partner & CEO

Tala Baadarani

Director of Marketing

Camilla Christensen

Enterprise Customer Success Manager

2020

marketers

engagement

reach

15:25

15:25 - 16:05

Rapid Fire Mode: How to Put Out Your Next Social Media Crisis

Track C

Digital Brand & Content

No brand is immune from social media crisis in the age of consumer activism - including yours. During this talk, Nandini Jammi of Sleeping Giants will discuss what steps you need to take to keep your brand safe, what to do when you find yourself at the center of a social media controversy and how to rally stakeholders quickly during a crisis, so you can answer to your customers quickly and transparently. We will also explore how consumer activist groups like Sleeping Giants have transformed consumer attitudes towards the brands they do business with — and what this means for the future of social media marketing.

Nandini Jammi

Co-Founder

brand safety

social media crises

consumer activism

15:25

15:25 - 16:05

Workshop: Benchmarking – Not Benchwarming: The Only Way to Answer the Question “How Are We Really Performing?”

Track D

Research & Strategy

“How do I know if our social media performance is actually good?” is a question we hear a lot! And no wonder, social media success can be complicated to track and measure. However, competitor benchmarking is a great way to evaluate where your organization is at and how you can grow to improve. During this workshop we will cover the competitor benchmarking process from start to end and provide tangible examples and exercises that will help you implement benchmarking as part of your social media strategy development.

Maija Paloheimo

Strategy Advisor 

Mette Louise Schmidt

Senior Customer Success Manager

competitors

benchmarking

social strategy

16:10

16:10 - 16:45

Measuring Your Marketing Impact

Track A

Advertising & Analytics

Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.

Bram De Jonge

Senior Account Relationship Manger

measurement

conversion

revenue

16:10

16:10 - 16:45

Don't Miss out on Pinterest: How to Grow Your Business With Creative Content

Track B

Social Media Marketing

As Pinterest Germany Partners, we will share the latest features and our key insights so you can make smarter decisions on the platform. And yes, we’ll lift the secret of how we reached over 40 million visitors per month with relevant and creative content on Pinterest.

Anna-Lena Ludwig

Co-Founder and Content Creator

Katharina Langbehn

Co-Founder and Content Creator

Pinterest

website traffic

channels

traffic

16:10

16:10 - 16:45

Panel: How to Turn Your Fans Into Influencers

Track C

Digital Brand & Content

While still considered a new strategy, many brands are already mastering and benefiting from influencer marketing. In fact, most businesses using an influencer marketing strategy see a 7-fold increase in their ROI. For medium- and smaller-sized companies, they simply can’t afford to spend thousands on a Tweet or Instagram post. So how can they make influencer marketing work for them? The solution is to build an organic influencer marketing strategy where influencers (or do we need to call them brand ambassadors?) genuinely interact with the brand without having to pay them.

Will Weeks

Director of Marketing & Technology

Kevin Ellul

Co-Founder

Pernille Ejstrup

Customer Success Manager

influencer marketing

ROI

micro vs. macro

16:10

16:10 - 16:45

Workshop: How to Manage Your Social Team for Maximum Results

Track D

Research & Strategy

Everyone in every industry is seeing less organic reach across all traditional social channels. What’s worse is engagement on all content seems to be dropping. How do we stand out in crowded spaces? What types of processes and tools will allow you to get in front of the right people on social media? Source a bootstrapped team (you don't need 5 years of experience for this) Defining roles: Project manager, designer, videographer, content writer, and SEO/Growth-hacker Sourcing content / producing content based on “intent” Tools: rapid creation and experimentation in all channels and mediums Targeting pushing live Process driven approach Best practices on posting / boosting Measuring results

Taylor Ryan

Chief Marketing Officer

team

defining roles

sourcing content

tools

16:50

16:50 - 17:20

Sparking Engagement on Twitter 

Main Stage

People everywhere are online, blending their work and personal lives while searching, reading, watching, playing, listening and connecting to share experiences, opinions and information - every minute of every day. And, their move online has fundamentally changed how they interact with businesses - sharing their thoughts, preferences and experiences at every stage of the customer journey - a constant flow of real time authentic feedback. Shockingly, most businesses are missing all of it. At Twitter, we believe that it’s possible to know your customer on a deeper level by harnessing real-time, unprompted and authentic feedback. And, you can put that business intelligence to work to create better products, services and customer experiences by sparking engagement with your customers on Twitter.

Gregory Maxson

Senior Manager, Data Sales & Developer Partnerships

twitter

social media

future trends

17:20

17:20 - 17:30

That's all Folks!

Main Stage

We hope you enjoyed #spark19 and feel ready to kick some marketing a** tomorrow!

Dino Kuckovic

Community Marketing Lead

Tondreanna Esquilin

Community Marketing Coordinator

17:30

17:30 - 21:00

After Party

The Nest

We like to party, we like, we like to party. Drinks on us, cheers guys!