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Saturday, March 14 • 12:30pm - 1:30pm
Social Media Celebrity: Audience vs True Influence

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Influencer outreach remains core to many brand and product marketing campaigns. However, apart from generating social “participation at scale,” these partnerships may offer brands and their agencies little to show for the investment, other than a quick bump in credibility.
Some brands further elect to create industry spokespeople, who become celebrity influentials themselves. But there are risks.
This expert panel debates the pros & cons of creating social media celebrities, or partnering with digital screen stars. BuzzFeed’s VP of Video, Jonathan Perelman will argue against creating or paying influentials in social media. Former Nike Mktg. Execs turned agency co-founder Amir Mohamadzadeh (Rosewood LA) will argue in favor of social celebrity & influentials. Toyota's Lisa Materazzo, Corp. Mgr. Media & Digital Engagement will hold the center. Saatchi & Saatchi LA's Ciaran Bossom will moderate. Rosewood's recent work for Nike Fuelband will be showcased.

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Ciaran Bossom

Managing Dir, Digital & Social Media Strategy, Saatchi & Saatchi LA
I help my clients, my teams and my company navigate radical shifts in the digital marketplace by crafting and implementing multi-channel digital strategy designed to spark innovation within an organization. My practical experience as a senior digital strategist has been expressed... Read More →
avatar for Lisa Materazzo

Lisa Materazzo

Corp Mgr Media Strategy & Digital Engagement, Toyota Motor Sales USA Inc
Lisa is a results-oriented marketing strategist with over 10 years of combined client and agency experience in the automotive industry. Lisa formulated Scion’s youth marketing strategy and oversaw the execution of print, TV, radio and digital advertising as well as engagement marketing... Read More →
avatar for Amir Mohamadzadeh

Amir Mohamadzadeh

Co-Founder, Rosewood Creative
Amir oversees business development and growth for ROSEWOOD. With a sharp focus on strengthening client relationships and a network of over 900 influencers, he works to identify and create opportunities within the growing digital media marketplace.
avatar for Jonathan Perelman

Jonathan Perelman

GM Video & VP Agency Strategy, BuzzFeed
Jonathan Perelman is the Vice President of BuzzFeed Motion Pictures (BFMP). He is responsible for revenue, partnerships and branded entertainment. Since taking over at BFMP, the team has more than doubled and revenue has more than quadrupled. In 2013 and 2014 Jonathan was the youngest... Read More →

Saturday March 14, 2015 12:30pm - 1:30pm CDT
Hyatt Regency Austin Hill Country ABCD

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