Agenda
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8:00 am Registration & Networking

8:30 am 
Best Practices for Seeding Buzz

• Suitable products
• Brand names fueling buzz
• Strategic seeding
• Locating connectors
• Energizing hubs
• Spurring customer interaction
• Integrating viral marketing campaigns with other marketing / PR initiatives
• Testing advertising for conversational impact

Speaker: Emanuel Rosen, author of The Anatomy of Buzz

9:15 am 
Controlling Buzz

• Keeping it positive, staying on focus
• Preventing message drift
• Deflecting negativity
• Controlling the recipients of the message

Moderator: David Vinjamuri, President, Thirdway, Inc.

Panelists: Heather Honea, Assistant Marketing Professor, San Diego State University
                Bo Cowgill, Project Manager, Google

10:00 am
Coffee & Networking Break

10:30 am
Case Studies for Creating Traditional Buzz

• Celebrity endorsements
• Guerilla marketing
• Affiliate marketing
• Energizing participants in sporting events to secure sponsorships

Moderator: David Wanetick, Managing Director, The Wall Street Transcript

Panelist: Maria Sousa, Executive Director of the San Francisco/Bay Area Affiliate of the 
                        Susan G.Komen Foundation
               Marty Coelho, National Managing Director, Marketing & Communications,                          American Cancer Society Relay For Life

11:15 am 
Case Studies for Strategizing, Developing and Executing Viral Marketing Campaigns

Learn what it takes to develop a clutter-busting word of mouth marketing campaign.

Speaker: Alex Wipperfurth, CEO of Plan B & author of Brand Hijack

12:00 pm 
Luncheon & Networking

1:15 pm 
Creating Buzz Through Blogs: Mastering the Art of Conversation Weaving

• Receiving and integrating feedback from the public
• Advertising through blogs
• Driving people to blogs
• Risk of spyware
• How to detect and prevent blog-spamming

Moderator: David Vinjamuri, President, Thirdway, Inc.

Panelist: Gary Stein, VP Client Services, Neilsen BuzzMetrics
               Myron Lo, Director, Product Strategy, ZipRealty, Inc.
               Paul Chaney, Vice-President of Marketing, Blogging Systems, LLC 

2:00 pm 
Creating Buzz Through Video Games

• Integrating advertising
• Point accumulation
• Distribution of prizes and coupons
• Obtaining personal information from gamers
• Facilitating purchases through video games
• Creating buzz through tournaments
• Compilation and verification of metrics

Moderator: Dean Takahashi, Staff Writer, San Jose Mercury News

Panelists:  Bill Clifford, GM of Advertising Platforms, Wild Tangent, Inc.

2:45 pm
Coffee Break & Networking

3:00 pm 
Creating Buzz Through Interactive Online Campaigns and Podcasts

To whom should podcasts be targeted? What is the most effective content for podcasts? What is the right balance between informative content and advertising? How should podcasts be distributed to achieve maximum buzz? What is the role of aggregation services? Should advertisers underwrite aspiring podcasters’ productions? Should podcasts charge subscriptions, solicit sponsorships, require download charges, or pay for listeners? How can podcasts’ effectiveness be measured?
Also, how can the following technologies be harnessed to achieve maximum buzz?

• Affinity group software
• Instant messaging
• RSS – supplying content and sponsoring feeds
• Business / social networking sites and tools
• Online video advertising
• Role of search
• Sponsored links 

Moderator: David Wanetick, Managing Director, The Wall Street Transcript

Panelists: Jackie Stone, VP of Promotions, Digitas
                R.J.Hilgers, Director of Digital Marketing Services, Avenue A/ Razorfish
                Kelly Wagman, Manager Customer Relationship Marketing, Juniper Networks

3:45 pm
Best Practices for Utilizing Social Media Tools to Achieve Buzz   

• Choosing the right technology
• Populating the platform
• Pinpointing most valuable contacts
• Best methods for approaching and cultivating relationships via technology
• Protecting privacy
• Tools and techniques for increasing interaction
• Measuring performance

Speaker:   Mark Sylvester, CEO & Co-Founder, Intronetworks

4:15 pm
The Legal Limits on Seeding Buzz

• Advertising law intersects with many other bodies of law
• Slander / Spreading negative information about competitors
• Drafting policy
• Privacy considerations
• Trade secrets / company policy
• Legal prohibitions against co-opting minors
• Fair use

5:00 pm
Adjournment & Cocktail Reception

*Agenda subject to change