Agenda

Agenda

8:00 AM

Registration and Breakfast

9:00 AM - 9:15 AM

Opening Remarks

David Doty, SVP, Thought Leadership & Marketing

9:15 AM - 10:00 AM

Keynote

Wikis & Widgets, Blogs & Tweets: Defining User-Generated Content & Social Media

Building consensus on definitions across the ecosystem is essential to fully monetizing the exploding consumer share of social media. An industry expert peels away the layers of UGC & social media, dissects the intersection of mainstream and social media, and proposes a core taxonomy that encourages a cohesive understanding of the space.

Seth Goldstein
Seth Goldstein, Co-Founder and CEO, SocialMedia.com

10:00 AM - 10:45 AM

It's All About Performance.... Isn't It?

There is no doubt about the enormous potential for advertisers in the social space. But in order to transfer value across the chain, marketers first require clear, consistent and transparent metrics. Moving the conversation about value from the anecdotal to the analytical is the first and most important step in allowing UGC & Social Media to reach its full potential. Join a panel of industry experts as they debate and discuss various models which go "beyond the click" to truly evaluate the success of the social campaigns.

Moderator: Aaron Dignan, Founding Partner, Undercurrent
Cam Balzer, VP of Emerging Media, DoubleClick Perfomics
Rob Crumpler, President and Chief Executive Officer, BuzzLogic
Alistair Sutcliffe, Vice President, comScore, Inc.
Terri Walter, VP, Emerging Media, Avenue A | Razorfish

10:45 AM - 11:15 AM

Morning Refreshment Break

11:15 AM - 12:00 PM The Consumer Is Always Right - Cross Demographic Consumer Panel

The allure of the shareable web varies across demographics. The way a teen uses a social network to friend and date is wholly dissimilar to the motivation of a Baby Boomer to join a photo-sharing group or post on a message board about pets. Hear directly from a cross-generational panel of YOUR consumers about how they wish to be engaged by advertisers in the social space and hear about how brands can connect with each of them in the right way.

Sponsored by:
Ideas To Go

12:00 PM - 12:45 PM

Sponsored Workshops

Facebook

Practical Insights for Leveraging Social Media

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. This pragmatic session will give marketers effective examples and ideas they can leverage in their next campaign. Hear directly from Procter & Gamble, one of the world's most innovative marketers, and their agency, MediaVest Worldwide, on how they are using social media and Facebook to connect with consumers in new ways. Immediately following, Facebook will share best practices to creating true audience involvement with your brand.

Facebook

Nielsen Online

Quantifying Brand Influence in Consumer-Generated Media - A Publisher's Story

The digital consumer continues to challenge the meaning of online audience, engagement and influence metrics. With the rise of consumer-generated media (CGM) - and a linked world - understanding how the brand lives in the blogosphere is critical to quantifying a brand's influence. Jon Gibs, Vice President, Media Analytics from Nielsen Online and Jeffrey Graham, Executive Director, Customer Insights at The New York Times, will co-present a case study that demonstrates the application of social media measurement and analysis tools to understand the influence of The New York Times brand, beyond the brand. The session will inform brand advertisers, publishers and agencies on best practices in measuring and analyzing CGM to support brand advocacy and growth.

Nielsen Online

PointRoll

In-Widget Advertising: Where the Widget Goes, So Goes Your Brand

When incorporating widgets into rich media campaigns, advertisers now have two options: embed a snaggable widget into the ad or serve an ad into the widget. The latter option, in-widget advertising, is a compelling choice in that the creative possibilities for the widget itself are boundless. With the viral distribution widgets afford, the brand messaging embedded into the widget has the potential to exponentially spread across the internet, while tracking functionality monitors the widget's progress and user engagement long after it has been snagged from the initial ad. Hear more from an industry leader about current in-widget advertising campaigns, best practices, tips and guidelines for this exciting new format.

PointRoll

Walt Disney Internet Group

Not Just for Teenagers: How Moms are Embracing Social Media

Social networking and online communities are popping up all over the Web for every imaginable audience. Companies can no longer throw up a social networking utility and expect the users to come and keep coming back. Every audience has its own distinct needs and reasons for being online that affect where and how they choose to spend their time, especially busy moms.

Maureen Bergmueller, Director of Marketing, Disney Family Network and Maria McManus, Director of Interaction Design & Community will discuss how Disney Family.com created a unique online community built specifically for the coveted Moms audience and how your company can apply similar techniques to reach your target audience online.

Maureen Bergmueller, Director of Marketing, Disney Family Network
Maria McManus, Director of Interaction Design & Community, Disney Family Network

Walt Disney Internet Group

12:45 PM - 1:45 PM

Lunch

1:45 PM - 2:30 PM

App-vertising

The opening of social media platforms through schemes like OpenSocial is changing the user-generated landscape for advertisers. Customized widgets, user data sharing, and cross-platform integration are all creating new opportunities for marketers. Hear from "apps" creators and see examples of the capabilities & opportunities being generated for advertisers by these new approaches.

Moderator: Rich LeFurgy, Principal, Archer Advisors
Ro Choy, Vice President of Business Development, RockYou
Seth Goldstein, Co-Founder and CEO, SocialMedia.com
Brett Keintz, Co-Founder and CEO, 750 Industries
Tim Kendall, Director of Monetization, Facebook

2:30 PM - 3:15 PM

Sponsored Workshops

Facebook

Practical Insights for Leveraging Social Media

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. This pragmatic session will give marketers effective examples and ideas they can leverage in their next campaign. Hear directly from Procter & Gamble, one of the world's most innovative marketers, and their agency, MediaVest Worldwide, on how they are using social media and Facebook to connect with consumers in new ways. Immediately following, Facebook will share best practices to creating true audience involvement with your brand.

Facebook

Nielsen Online

Quantifying Brand Influence in Consumer-Generated Media - A Publisher's Story

The digital consumer continues to challenge the meaning of online audience, engagement and influence metrics. With the rise of consumer-generated media (CGM) - and a linked world - understanding how the brand lives in the blogosphere is critical to quantifying a brand's influence. Jon Gibs, Vice President, Media Analytics from Nielsen Online and Jeffrey Graham, Executive Director, Customer Insights at The New York Times, will co-present a case study that demonstrates the application of social media measurement and analysis tools to understand the influence of The New York Times brand, beyond the brand. The session will inform brand advertisers, publishers and agencies on best practices in measuring and analyzing CGM to support brand advocacy and growth.

Nielsen Online

PointRoll

In-Widget Advertising: Where the Widget Goes, So Goes Your Brand

When incorporating widgets into rich media campaigns, advertisers now have two options: embed a snaggable widget into the ad or serve an ad into the widget. The latter option, in-widget advertising, is a compelling choice in that the creative possibilities for the widget itself are boundless. With the viral distribution widgets afford, the brand messaging embedded into the widget has the potential to exponentially spread across the internet, while tracking functionality monitors the widget's progress and user engagement long after it has been snagged from the initial ad. Hear more from an industry leader about current in-widget advertising campaigns, best practices, tips and guidelines for this exciting new format.

PointRoll

Walt Disney Internet Group

Not Just for Teenagers: How Moms are Embracing Social Media

Social networking and online communities are popping up all over the Web for every imaginable audience. Companies can no longer throw up a social networking utility and expect the users to come and keep coming back. Every audience has its own distinct needs and reasons for being online that affect where and how they choose to spend their time, especially busy moms.

Maureen Bergmueller, Director of Marketing, Disney Family Network and Maria McManus, Director of Interaction Design & Community will discuss how Disney Family.com created a unique online community built specifically for the coveted Moms audience and how your company can apply similar techniques to reach your target audience online.

Maureen Bergmueller, Director of Marketing, Disney Family Network
Maria McManus, Director of Interaction Design & Community, Disney Family Network

Walt Disney Internet Group

3:15 PM - 3:45 PM

Afternoon Break

3:45 PM - 4:30 PM

The Future Is Now - What's Here, What's Next and What's In the Way?

Advertisers and marketers are continually on the hunt for creative opportunities to be "in" the social space. The landscape is constantly evolving but there are some pioneers of the platform who "got there first" and did it right. This panel teaches future-thinking advertisers how to be on the outer edge of the social space by encouraging new ways of thinking as well as sharing emerging techniques & technologies which address the paramount issues of privacy, monetization, scale and brand control.

Moderator: Rohit Bhargava, SVP, Digital Strategy & Marketing, Ogilvy 360 Digital Influence
Aaron Lilly, Senior Marketing Manager, Microsoft
Geoff Reiss, CEO, Associated Content
Ian Schafer, CEO, Deep Focus
Chad Stoller, Executive Director, Emerging Platforms, Organic

4:30 PM - 5:15 PM

Don't Interrupt Me! Conversational Marketing Done Right

The opportunity in the social realm goes far beyond traditional advertising. Marketers can monitor and mine the social graph for purposes of research, brand development and consumer insight - UGC can become a key indicator and predictor for marketers to understand their customers. Hear best practices from leading brands that have not just successfully engaged consumers in conversation, but also found unique ways to further leverage the relationships created in that conversation.

Moderator: Pete Blackshaw, Executive VP, Digital Strategic Services, Nielsen Online
Brian Cusack, Sales Manager, YouTube
Cristian Cussen, Director of Content and Marketing, MySpaceTV
Brandon Evans, Managing Partner, Mr. Youth
Jory Des Jardins, Co-Founder and President of Strategic Alliances, BlogHer

5:15 PM - 6:15 PM

Cocktail Reception

Sponsored by:
Facebook

Principal Sponsor: VIP Sponsor: Supporting Sponsor: Supporting Sponsor: Produced by:
Facebook
Nielsen Online
Advertising.com
Keibi Technologies, Inc.
Interactive Advertising Bureau

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