2009 Agenda

The IAB Social Media Marketplace provides information from savvy brands and platform experts that can lead you to a robust, successful social media strategy at a time when every message matters and increasing the value you bring to any marketing team is more important than ever. Which channels work and how is success measured? How can a campaign be positioned to “go viral” or is that even possible? How do consumers want to interact with brands in the social space and which solutions providers can help brands meet those demands? Teach me how, teach me now—that’s what IAB events are all about.


8:00 AM - 8:45 AM

Registration and Breakfast

8:45 AM - 9:00 AM

Welcome Remarks

9:00 AM - 9:30 AM

Keynote Presentation

You Can’t Navigate What You Don’t Know
Getting the Lay of the Social Landscape

The use of social media across all demographics has spiked—morphing the way we build and maintain relationships. What does it mean for the marketing community when a consumer’s most mundane thought can become a meme, instantly indexed and displayed for public consumption? A leading marketplace analyst lays out the current social landscape, addressing both the societal and marketing implications of constantly evolving communication streams.

Josh Bernoff
Josh Bernoff
Vice President
Principal Analyst
Forrester Research
9:30 AM - 10:50 AM

Social Media Marketplace: Learn From the Solutions Experts

  Mezzanine Level Second Floor
Plaza Suite

Hudson Suite

Promenade Suite

Broadway Suite
9:35 – 9:50 am Facebook Spiceworks Sprout Involver
9:55 – 10:10 am Facebook Spiceworks Sprout Involver
10:15 – 10:30 am Facebook Spiceworks Sprout Involver
10:35 – 10:50 am Facebook Spiceworks Sprout Involver
10:50 AM - 11:15 AM Networking and Refreshment Break
11:15 AM - 12:15 PM Pitching to the Major Leagues
Experts Go to Bat for the Right Strategy

It’s a given that social is an integral part of any marketer’s media mix, but identifying what’s optimal for a specific brand and its consumer community is the real home run. In this session, social media experts pitch a major marketer on what high impact strategies the brand should be putting into play.

John Battelle, Founder/Chairman/CEO, Federated Media Publishing Inc.
Doug Chavez, Senior Manager, Digital Marketing, Del Monte Foods
Ro Choy, Chief Revenue Officer, RockYou
Seth Goldstein, Co-Founder and Chief Executive Officer,
Ian Schafer, CEO and Founder, Deep Focus

12:15 PM - 1:15 PM

Networking Luncheon

1:15 PM - 2:00 PM

Keynote Interview

Reckitt’s recent decision to move $20 million in advertising from TV to the web for more than 15 of their brands—including Lysol, Clearasil and Frank’s RedHot—got the attention of many industry leaders. What made the CPG company finally put dollars against digital and social media? What are the plans for aggressively promoting the company’s many diverse brands within social media? Get answers and insights from the internal and agency leaders driving the decisions.

Marc Fonzetti
  Abbey Klaassen   Sarah Hofstetter  
Marc Fonzetti
Advertising Manager
and Internet Specialist
Reckitt Benckiser
Abbey Klaassen
Digital Editor
Advertising Age
Sarah Hofstetter
Vice President
Emerging Media
  and Client Strategy
2:00 PM - 2:45 PM

Controlled Spontaneity
Paying Attention to the Man Behind the Curtain

Many social media campaigns appear spontaneous—growing organically as if they just happened to “go viral.” The reality is that few successful campaigns are truly unplanned. From finding a brand advocate, to selecting the best channel and balancing social with other elements of your overall media mix, it's all about pushing the right buttons at the right time. Listen in as leading brand marketers share insights on the choreography behind their own successful social campaigns and be inspired to do the same.

Moderator: Bradley Kay, President, Partner, SS+K
Andrew Markowitz, Director, Digital Marketing, Kraft Foods Inc.
Alan Wolk, Creative Strategist, The Toad Stool
Jackie S. Woodward, Vice President, Marketing and Media Services, MillerCoors

2:45 PM - 3:30 PM


Plaza Suite, Mezzanine Level

Successful Social Media Strategies
While the value proposition of social media for marketers is becoming clearer, finding the right plan of attack for your brand is not always apparent. In this session three marketers will share practical insights from recent programs on Facebook and highlight how they used social marketing to enhance their relationships with consumers and increase campaign performance.

Kacey Dreby, Product Director, SPLENDA® Brand Innovation
Bob Ford, Director of Marketing, Papa John’s Pizza
Jeff Malmad, Senior Partner, Innovation, MediaCom

Hudson Suite, Mezzanine Level

No More Lonely Ads
Two former brand managers take a look at marketing in a social world. An examination of how the marketing landscape has changed and principles for moving forward.

Gedioen Aloula, VP of Marketing,
Surya Yalamanchili, Director of Product Marketing,

Promenade Suite, Mezzanine Level

Targeting: It’s About People (Annie, George, Ned and Jessica)...........NOT Platforms (Facebook, Myspace, Twitter, iPhone)
For marketers, the most powerful asset within social media is the information users are sharing about themselves NOT where they happen to be sharing it. Having psychographic, behavioral and demographic information at your fingertips means you can create better creative, develop better messages and most importantly reach your consumers EVERYWHERE they are. This workshop will examine how advertisers have used Google, Facebook, MySpace and Lavalife to target market to specific consumers—learn what's working, what’s not and how to successfully run ads in any social setting—regardless of where you buy.

Mike John-Baptiste, CEO, Peerset

**All Buyers (agencies and brand marketers) in attendance will receive a complimentary psychographic Brand analysis that serves as a first critical step in profiling the consumer/customer that has the most passionate connection with you. Then the journey begins...


3:30 PM - 4:00 PM

Networking and Refreshment Break

4:00 PM - 4:45 PM

Myth Busters!
Social media specialists debunk major myths prevalent in the space.

Moderator: Paul Beck, Partner, Executive Director of Interactive Marketing & Advertising, Ogilvy & Mather Worldwide, Inc.

MYTH: Sponsored Conversations Are a Sin
A marketer’s desire for influential blogger conversation fosters a natural inclination to help create the buzz. Can a blog written in response to brand sponsorship be read as sincere? Can consumers consider it trustworthy? Yes, says a social media pioneer—and this is how it’s done.

Jory Des Jardins, Co-Founder, BlogHer, Inc.

MYTH: Using Consumer-Generated Content Relinquishes Brand Image Control
Everyone is a potential brand ambassador in today’s social sphere. Consumers demand more control and many brands are obliging. But, does a user-generated media space cause a brand to lose control of its image? And, with too much freedom, can consumers actually change the marketer's message? No, says an agency leader for one of this year’s most-talked-about consumer-generated brand campaigns.

Riccardo Zane, President,, New York & Chicago

MYTH: Social Media Doesn’t Scale
Scalability has frequently been cited as a stumbling block for the social space. Are there opportunities well beyond microtargeting that provide the reach and impact big brands require? Yes, says this industry veteran and you’ll be surprised by just how far your message can go.

Patrick Keane, Chief Executive Officer, Associated Content

4:45 PM - 5:30 PM

Dealing With Data Overload: Developing Your Social Media Scorecard

The success of a social campaign can be measured by its reach, its influence or the ever-elusive “going viral.” Being able to create a standard scorecard by which social campaigns can be measured should be a priority for marketers. Of the deep data available from across the social graph, what matters most? Get insights from experts working to develop benchmarks and learn how you can do it yourself.

Moderator: Bryan Wiener, Chief Executive Officer, 360i
Jonathan Carson, President, International, Nielsen Online
Liza Hausman, Vice President, Marketing, Gigya, Inc.
Keith Kilpatrick, Director, Product Development, BuzzLogic
Tania Yuki, Director, Product Management, comScore, Inc.

5:30 PM - 6:30 PM

Networking Cocktail Reception

Sponsored by:

Principal Sponsor: Supporting Sponsor: Supporting Sponsor: Supporting Sponsor:  Produced by:
Buddy Media
Interactive Advertising Bureau

View complete sponsor info »