Conference Day 3: Optimizing Your Luxury Brand Presence Wednesday, September 25, 2013

8:15 Continental Breakfast In The Solutions Lounge Continental Breakfast In The Solutions Lounge

8:45 Chairperson’s Opening Address Chairperson’s Opening Address

9:00 Partnering With Bloggers And Influencers In The Digital Landscape Hillary Ziegenhagen, Head of Social Media, Shopbop Shopbop has been called by top bloggers an “absolute dream partner;” it’s not just because Shopbop gives free swag to the influencer, but because there is a true beneficial partnership. With the right “friend” you can build a great relationship, further enhanced by social media: re-pins, re-tweets, and likes from tipsters all lead their followers back to your product. Hillary Ziegenhagen will discuss how Shopbop has built solid relationships with bloggers and influencers, and which metrics from re-purposed content show a ROI. Shopbop’s story will cover: Figuring out how to track who is saying what about your brand—and how to respond to negative press The evolution of digital media: examining why it is okay to market through key opinion leaders Connecting with influencers socially—free PR or a time waster? Hillary Ziegenhagen Head of Social Media, Shopbop

9:30 Boosting Customer Engagement - A Luxurious Essential Sharon M. Osen, Senior Vice President of Global Marketing and Brand Strategy , La Prairie Developing a customer centric brand strategy for growth is at the core of CRM and Customer Engagement initiatives. Establishing and maintaining global programs and standards of excellence in these areas can have huge upside potential for luxury brands. Best practices for developing a global approach to marketing and selling programs that are based on consumer life-cycle and purchase behavior as well as KPI’s and benchmarks are essentials for successful customer acquisition, cultivation and retention. A brand’s customer base is one of their most valuable assets Global standards are important when CRM and Customer Engagement are key strategic imperatives According to their stage in the customer life-cycle, each consumer segment should be approached differently Customer loyalty is born when brands customize programs, offerings and communications streams Sharon M. Osen Senior Vice President of Global Marketing and Brand Strategy , La Prairie Sharon M. Osen is Senior Vice President of Global Marketing and Brand Strategy at La Prairie, one of the world's best and most luxurious skin care brands. Sharon is a high-energy leader, with US and International experience across multiple business sectors. She brings over 25 years of marketing, branding and creative expertise – spanning leadership positions on both the client and agency sides of [read more]

10:00 Innovation Spotlight To host an ‘Innovation Spotlight’ where you can showcase a practical case study and/or tool/technology, contact Rachel Tosi at Rachel.Tosi@wbresearch.com or call her at 646.200.7524.

10:20 Panel Discussion: Instagram-ing Your Brand Felicia Yukich, Global Social Media Marketing Manager, Four Season Hotels and Resorts Hillary Ziegenhagen, Head of Social Media, Shopbop Melissa Costa, Head of Marketing, Zappos Couture Cannon Hodge, Social Media Manager, Bergdorf Goodman The luxury consumer loves Instagram. Why? They get to show off their jetsetting, fabulous lifestyle—so you need to show them how your brand is the perfect complement to their life. The experts on this panel will discuss tactics they have created for Instagram campaigns and what tricks have proved best to showcase your brand: Snapping pics of your brand behind the scenes to show craftsmanship and trends Posting photos of your product to enhance SEO by linking across all your social platforms Encouraging consumers to post pictures, then recognizing your fans on platforms and onsite for further engagement and creating a humanizing effect for your brand Influencing aspirational consumers: showing what the “good life” can be all about Felicia Yukich Global Social Media Marketing Manager, Four Season Hotels and Resorts Felicia Yukich is the Manager of Social Media Marketing worldwide at Four Seasons Hotels and Resorts, leading the brand's global social media strategy. Responsibilities include channel, content and advertising strategies across multiple digital and social networking platforms, including Facebook, Twitter, Pinterest, Instagram, Google+, YouTube, Weibo (China), tumblr, flickr, foursquare and owned b [read more] Hillary Ziegenhagen Head of Social Media, Shopbop Melissa Costa Head of Marketing, Zappos Couture Melissa Costa serves as Head of Brand Marketing for Zappos Couture and has over 12 years of experience creating, designing and implementing Brand Marketing and Public Relations campaigns in the television, film and retail industries.Costa was born and raised in VA and studied Journalism at Radford University. After earning her B.S Degree, she went on to implement Marketing, PR and Social Media cam [read more] Cannon Hodge Social Media Manager, Bergdorf Goodman Cannon Hodge has held the position of Social Media Manager at Bergdorf Goodman since 2009. In her role, Ms Hodge manages all social media platforms, including 5th/58th - the Bergdorf Goodman blog, Facebook, @bergdorfs, The Swipe - the Bergdorf Goodman Tumblr page, Instagram, Pinterest and Weibo. The Bergdorf Goodman social media presence has been followed by sites and publications such as The New [read more]

11:00 Refreshments & Networking In The Solutions Lounge Refreshments & Networking In The Solutions Lounge

11:30 Panel Discussion: The Follow-Up Sale: Personalizing Your Post-Purchase Customer Communications Mary Bennett, Vice President of eCommerce, Viceroy Hotel Group Shauna Mei, Founder & CEO, AHAlife.com Lara Crystal, Vice President, Marketing, Rent The Runway Isabelle Côté, CRM Director, Christian Dior Examining fluctuations in customer transactional behavior can lead you to creating unique experiences that drive loyalty to your brand. The executives on this panel will discuss how focusing on the post-purchase aspect of your marketing plans can make casual shoppers into repeat customers. Learn what tools these companies are using to learn how the customer is enjoying their product, which can create conversation for their next recommended buy. These panelists will share their tips for: Implementing ways you can interact with the customer post-buy to find out if the customer is happy with their purchase Informing the customer of new products that are tailor-made and increasing the relevancy for your communication Customizing future interaction and reinforcing their positive “interaction with your brand” Mary Bennett Vice President of eCommerce, Viceroy Hotel Group Mary Bennett has nearly 15 years experience working in digital, the last decade has been spent working in e-commerce exclusively for hospitality brands. She currently oversees global e-commerce and digital marketing for Viceroy Hotel Group which includes include directing all website and mobile development, search engine and email marketing and analytics. Working closely with corporate and hotel e [read more] Shauna Mei Founder & CEO, AHAlife.com Shauna Mei is the founder and CEO of AHAlife.com, an innovative online discovery shopping destination featuring luxury lifestyle products sourced from around the world. The MIT Engineer turned commerce and media industry expert launched AHAlife.com in September 2010. In April 2012, AHAlife raised $10.1M in a series B funding round led by Japanese e-commerce giant Rakuten, bringing the company's to [read more] Lara Crystal Vice President, Marketing, Rent The Runway Lara Crystal is the Vice President of Marketing at Rent the Runway, the luxury online retailer that has revolutionized the fashion industry. Known as the ‚ÄòNetflix for Fashion,' Rent the Runway provides millions of members the ability to rent designer dresses, accessories, and other essentials for approximately 10% of retail prices, around all the special occasions in their life.Lara has been lea [read more] Isabelle Côté CRM Director, Christian Dior Isabelle has been the CRM Director for Christian Dior Couture since 2011. She manages client relations, development and insights for North America through analytics, communications and clienteling. Isabelle grew up in Montreal, Canada, and attended McGill University where she double-majored in Accounting and Marketing. She followed that degree by earning an MBA at the University of Notre Dame. Aft [read more]

12:10 Innovation Spotlight To host an ‘Innovation Spotlight’ where you can showcase a practical case study and/or tool/technology, contact Rachel Tosi at Rachel.Tosi@wbresearch.com or call her at 646.200.7524.

12:30 Smarter Marketing: The Many Faces Of Social Media Felicia Yukich, Global Social Media Marketing Manager, Four Season Hotels and Resorts What started off as an ego battle over fans and followers has evolved into a revolutionary way of conducting business. Four Seasons continues to embrace how the many faces of social media can reap significant rewards in the areas of customer service, e-commerce, brand marketing, PR and CRM. Are you leading this marketing revolution or being left behind? Engagement rules - the role of an innovative content strategy 5-star service – how Four Seasons extends it luxury service levels online Know your audience – how to bridge the gap between customers and communities The right goals and metrics – how to break it down by category Felicia Yukich Global Social Media Marketing Manager, Four Season Hotels and Resorts Felicia Yukich is the Manager of Social Media Marketing worldwide at Four Seasons Hotels and Resorts, leading the brand's global social media strategy. Responsibilities include channel, content and advertising strategies across multiple digital and social networking platforms, including Facebook, Twitter, Pinterest, Instagram, Google+, YouTube, Weibo (China), tumblr, flickr, foursquare and owned b [read more]

1:00 Lunch And Networking For All Attendees Lunch And Networking For All Attendees

2:00 Curating Content To Differentiate Your Brand And Engage Your Customers Shauna Mei, Founder & CEO, AHAlife.com Curation is the buzz word du jour for your eCommerce websites. Why is it so haute right now? Shauna Mei will explain how curating content can provide captivating editorial for your products. By telling a story from the brand’s perspective, you are personifying your brand image and interpreting trends. With an editorial pitch, you can differentiate your brand from any other, thus providing a sense of exclusivity your customer cannot get anywhere else. Shauna Mei Founder & CEO, AHAlife.com Shauna Mei is the founder and CEO of AHAlife.com, an innovative online discovery shopping destination featuring luxury lifestyle products sourced from around the world. The MIT Engineer turned commerce and media industry expert launched AHAlife.com in September 2010. In April 2012, AHAlife raised $10.1M in a series B funding round led by Japanese e-commerce giant Rakuten, bringing the company's to [read more]

2:30 10 Commandments Of Luxury Social Media Aliza Licht, SVP, Global Communications, Donna Karan International Creating a social strategy based on trend is fashionable but not sustainable. The social consumer demands more. Aliza Licht, SVP Global Communications for Donna Karan International has developed the “10 Commandments of Social Media”—a formula for engagement and brand awareness, garnering  DKNY PR GIRL (@dkny) 445,000 Twitter followers to date. These commandments can help any brand, in any industry keep the social in media. Aliza Licht SVP, Global Communications, Donna Karan International Aliza Licht, SVP, Global Communications of Donna Karan International, is the creator and voice behind DKNY PR GIRL, Donna Karan International's award winning social media personality. With over 445,000 Twitter followers to date, DKNY PR GIRL (@dkny) is known for her engaging, real and ‚Äònever scheduled' posts and commentary. Since its launch in 2009, DKNY PR GIRL has expanded to Tumblr, Pinterest [read more]

2:50 Achieving Your Long-Term Marketing Strategy Through The Use Of Microsites Thomai Sedari, Director of Research & Adjunct Associate Professor, New York University, Leonard N. Stern School of Business Microsites are becoming more and more prominent in the way luxury brands represent themselves online. In fact, microsites are used both as a seasonal e-commerce platform or a special occasion opportunity for storytelling to reinforce the brand’s DNA. Whichever the case, customers need to be directed to the microsite, engaged in experiencing the brand, and ultimately brought back with a call to action. Forward-thinking brands must learn how to utilize the microsite as a means of seducing the customer while also optimizing customer experience with the brand. Understand the ingredients of the appeal that microsites present to customers and sales professionals Brands must employ microsites as a long-term seducing tool Microsites can be incorporated in a brand’s long-term management strategy Brands can transform microsites in powerful tools of engagement and loyalty Thomai Sedari Director of Research & Adjunct Associate Professor, New York University, Leonard N. Stern School of Business Thomaï Serdari, Ph.D. is a strategist in luxury marketing and branding across industries. She has consulted clients in launching, growing, and successfully managing luxury brands. She is an expert on luxury and actively studies, values, and reports on companies or funds that operate and invest within the luxury goods market.Thomaï has been teaching at New York University since 1999. She has develo [read more]

3:20 Refreshments & Networking In The Solutions Lounge Refreshments & Networking In The Solutions Lounge

3:40 Personalizing The Luxury Online Shopping Experience Richard Manso ­AVP of Interactive Marketing Design and Development Lancome USA Using individual consumer shopping site behavior to create a unique experiences that drive loyalty to your brand Encouraging your consumers to log-in so information and shopping habits are saved Making online interaction meaningful: using consumers’ information as a value-add and not obtrusive Interacting and responding to consumer in real-time to optimize the online experience

4:10 Right Content, Right Place, Right Time, Right Person Matthew Shadbolt, Director of Interactive Product & Marketing, The Corcoran Group Searching for real estate online can be a daunting experience. Too often the experience centers around thousands of pins on a map, with the premise that the customer needs to work hard at filtering to find something they like. Only after many months of algorithmic search and research, do they begin the process of working with an agent. Find out how New York City's largest residential real estate brokerage, The Corcoran Group, took the approach of fewer, more accurate results, centered around not only the right kinds of customer matches, but also supporting those results with contextually appropriate content pulled in from their social channels, all housed in a mobile-centric experience. It's a premise they define as going from searching, to finding. Learn how Corcoran is working to ensure that the right information is surfacing at the right time, for the right person, in the right place, and creating deeper, richer and more long-lasting meaningful relationships with its customers, and ultimately growing its brand inside of one of the most competitive markets in the world, during one of the worst housing climates in history. Brands have an opportunity to leverage context to create more meaningful digital relationships It is important to implement content management systems to make smarter use of existing content Brands must make search experiences more intuitive, richer, and more interesting Customers are looking for more human means of connection when searching for their homes Matthew Shadbolt Director of Interactive Product & Marketing, The Corcoran Group Matthew Shadbolt is the Director of Interactive Product & Marketing at The Corcoran Group, Manhattan's leading real estate brokerage, where he is responsible for all of Corcoran's interactive output and advertising. His responsibilities include the tactical value-building implementation of new features for multiple interactive platforms such as corcoran.com, and Corcoran's initiati [read more]

4:40 Online Marketing’s Most Profitable Channel: Email Stephen Carl, Senior Manager, E-Commerce, Lafayette 148 New York Email marketing has become an increasingly valuable method for luxury brands to deliver specific messages to shoppers in all facets of the shopping lifecycle. For many e-commerce companies, email marketing delivers the highest return on marketing spend due to the low cost of delivery and the capacity for advanced segmentation to niche audiences. Learn the most popular techniques that marketers are using including lifecycle marketing, email automation and other broad strategies that will help prioritize your email calendar and deliver more revenue. Developing a successful lead generation strategy for continued growth of Email database 10 Quick tips to enhance your email marketing program Successful segmentation strategies based on CRM data and website shopping behavior Delivering the message and enticements that will motivate email subscribers to open, click and purchase from email Stephen Carl Senior Manager, E-Commerce, Lafayette 148 New York Stephen has over 12 years of experience in retail e-commerce and has worked as the lead digital strategist for the luxury apparel brand Lafayette 148 New York. Stephen began his e-commerce career as Content Director of Kozmo.com in 2000 and has been chasing conversions ever since. Stephen next held the position of Associate Web Director at the 92nd Street Y, where he directed a site overhaul and l [read more]

5:10 End Of Luxury Interactive 2013 End Of Luxury Interactive 2013