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September
13, 2005
The Harvard Club, NYC
8:00 am
Registration & Networking
8:30 am
The Fundamentals of Creating Word of Mouth
Marketing
• 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
Moderator:
David Vinjamuri, President, ThirdWay, Inc.
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Panelists: |
Douglas Atkin, Director of Strategy, Merkley and Partners
& author of The Culting of Brands
George Silverman, President & CEO, Market Navigation, Inc.
& author of The Secrets of Word of Mouth Marketing
Steve Knox, CEO, Procter & Gamble Tremor |
9:15 am
Controlling Buzz
• Keeping it
positive, staying on focus
• Preventing message drift
• Deflecting negativity
• Controlling the recipients of the message
Moderator: David Wanetick, Managing Director, Gateway Reports
Panelists:
Robert Davidman, Chairman and CEO, EarthQuake Media
Matt Rotondo, Sr. Vice President Cultural Integration, TAG
Rob Key, President & CEO, Converseon, Inc.
10:00 am
Coffee & Networking Break
10:15 am
Case Studies for Creating Traditional Buzz
Speakers:
Pattiann McAdams, Executive Director of eCommerce, Avon.com
Audrey Reed-Granger, Director of Public Relations, Whirlpool
Corporation
Linda Bennett, Senior Director Buzz Marketing, Yahoo! Inc.
11:00 am
Creating Buzz Through Interactive Online Campaigns
• Podcasts
• Chat rooms
• Message boards
Moderator: David
Wanetick, Managing Director, Gateway Reports
Panelists:
Andrew Leary, Partner, Streetwise Concepts & Culture
Makaela
A. Meadows, Online Marketing Manager,
Sprint
Sarah
Kim, VP Media, Avenue A/Razorfish
12:00 pm
Luncheon & Networking
1:15 pm
Creating Buzz Through Blogs
• Receiving
and integrating feedback from the public
• Advertising through blogs
• Driving people to blogs
• Risk of spyware
Moderator:
David Vinjamuri, President, ThirdWay, Inc.
Panelists: Shawn Gold, President, Weblogs, Inc.
Mike Nazzaro,CEO, Intelliseek, Inc.
B.L. Ochman, Chief Strategist whatsnextonline.com and
Publisher What's Next Blog
Chris Halvorson, Chief Blogger and Web Editor/Writer, Stonyfield Farm
2:00 pm
Creating Buzz Through Video Games
•
Integrating advertising
• Point accumulation
• Distribution of prizes and coupons
Moderator:
Paul Koulogeorge, VP Marketing, EB Games
Panelists:
Tony Calandra, Sr. Director of Interactive Products, MTV
Bill Clifford, GM of Advertising Platforms, Wild Tangent, Inc.
Alex Macris, President & CEO, Themis Group, Inc.
2:45 pm
Coffee Break & Networking
3:15 pm
Creating Buzz Through Social Media
• Affinity
group software
• Instant messaging
• Open source editing
• Aggregation tools (e.g. RSS, XML, SOAP)
• Business / social networking sites and tools
• Reputation tracking tools
Moderator: David
Wanetick, Managing Director, Gateway Reports
Panelists:
Linda
Perry-Lube, Manager ebusiness & Consumer
Relationships,
Ford Motor Company
Matthew
Solomon, VP Marketing, Priceline.com
4:00 pm
Measuring Results of Viral Campaigns
• Conversation monitoring in the Internet age
• How the Internet is changing the effectiveness of viral marketing
• How blog monitoring can help measure product buzz
• Power of the lone voice: the benefits of viewing the online community in aggregate
• How what is discussed in chat rooms, blogs, etc., can make or break a product
Speaker:
Howard Kaushansky, CEO and Founder, Umbria Communications
4:30 pm
The Legal Limits on Seeding Buzz
• Legal
limits on inserting emails in blogs
• Slander / Spreading negative information about
competitors
• Drafting policy
• Privacy considerations
• Trade secrets / company policy
• Legal prohibitions against co-opting minors
Speaker: Kraig Baker, Partner, Davis Wright Tremaine, LLP
5:00 pm
Adjournment & Cocktail Reception
*Agenda
subject to change
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