Program

This is the pre-program 2010 – the full-program with all breakout sessions, all speakers and the hottest topics will be published one or two days before the conference to guarantee the latest marketing insights.

TIME	2010 PROGRAM: DAY 1 – MONDAY, MARCH 22
8:00	NETWORKING BREAKFAST & REGISTRATION
09:00	WELCOME MAKING THE MOST OF TURBULENT TIMES: MOBILE INTERNET, REAL–TIME AND SOCIAL MEDIA – FINDING NEW OPPORTUNITIES IN A CHANGING INDUSTRY Nils Andres, Brand Science Institute – Emmanuel Vivier, Vanksen
09:30	MAKE THE SOCIAL MEDIA STRATEGY INTEGRAL TO YOUR BUSINESS IN A WAY THAT FITS WITH YOUR BRAND, YOUR CUSTOMERS, AND YOUR OVER ALL COMPANY ETHOS KEYNOTE – BRANDING 2.0 – SOCIALIZING THE HERITAGE OF A GLOBAL BRAND Hubert Frach, Lufthansa INTIMACY AND SCALABILITY: USING SOCIAL MEDIA TO MANAGE YOUR BRAND Manish Metha, Dell DUNKIN' RUNS ON SOCIAL MEDIA. HOW AN ICONIC 60-YEAR-OLD BRAND IS USING SOCIAL MEDIA & USER-GENERATED CONTENT TO HARNESS BRAND ADVOCACY David Puner, Dukin Donuts
10:45	LEVERAGING SOCIAL MEDIA AND NETWORKS FOR EFFECTIVE MARKETING STRATEGIES A TASTE OF HOW COCA-COLA IS APPROACHING SOCIAL MEDIA MARKETING Donnelly, Coca-Cola SOCIAL NETWORKING AND SOCIAL GAMING: HOW THE EA BUSINESS GROWS VIRALLY AND HOW REVENUES DERIVE FROM VIRTUAL CURRENCY Elena Alvardo-Peters, Electronic Arts WAL-MART & SOCIAL-NETWORKING: WHAT WAL-MART LEARNED FROM THE ELEVENMOMS PROJECT AND THEIR CURRENT SOCIAL SHOPPING APPROACH John Andrews, WalMart EMPOWERING YOUR FANS AND CUSTOMERS TO BECOME BRAND ADVOCATES Angela Losasso, Hewlett-Packard
12:15	BRANDS – HOW MANY FRIENDS CAN YOU HAVE? KEYNOTE – WHAT SOCIAL MEDIA STRATEGIES WORK BEST FOR CONSUMER BRANDS? LEARNINGS FROM THE LEGO UNIVERSE Peter Espersen, Lego SOCIAL NETWORKING AND SOCIAL GAMING: HOW THE EA BUSINESS GROWS VIRALLY AND HOW REVENUES DERIVE FROM VIRTUAL CURRENCY Elena Alvardo-Peters, Electronic Arts
12:45	NETWORKING PICNIC
13:45	BRIDGING THE GAP: TAKING YOUR ONLINE COMMUNITY TO THE STREETS – HOW MARKETERS USE ONLINE INFLUENCERS TO BOOST BRANDING AND SALES EFFORTS OFFLINE KEYNOTE – PERSPECTIVE ON INNOVATIVE WORD-OF-MOUTH ADVERTISING – P&G LEARNING'S AND FUTURE OUTLOOK FOR BRAND MARKETERS Steve Knox, Tremor (Procter & Gamble) CITY BY CITY – HOW YELP RESONATES WITH PASSIONATE LOCALS Miriam Warren, Yelp BEYOND THE PC: BRANDING IN A WIRELESS WORLD Pauline Ores, IBM HOW CAN WE ASSESS THE REAL VALUE OF WORD-OF-MOUTH FOR BRANDS AND MARKETING? Barak Libai, Tel Aviv University HARLEY MOTORCYCLES BRAND REAPPRAISAL, COMMUNITY & SALES EVOLUTION... WHAT RECIPE FOR EUROPE? Markus Kramer, Harley-Davidson
15:00	BUILDING BRAND LOYALTY VIA SOCIAL MEDIA MARKETING LOYALTY 2.0 – POINTS? ENGAGE, INVOLVE, AND SOCIALIZE! Torsten Wingenter, Lufthansa BUILDING BRAND ADVOCACY AND BRAND LOYALTY WITH SOCIAL MEDIA – LEARNINGS FROM THE PACKAGED GOODS INDUSTRY AND GENERAL MILLS David Witt, General Mills LOYALTY ON THE SOCIAL WEB – HOW TO POWER CUSTOMER LOYALTY LOCALLY AND GLOBALLY Michael Brito, Intel SUCCESSFULLY TIE IN TRADITIONAL SOCIAL MEDIA TECHNIQUES WITHIN YOUR EXISTING MULTI–CHANNEL MARKETING STRATEGIES Carlos Diaz, BlueKiwi Software
16:30	HOW CAN SOCIAL MEDIA HELP YOUR BRAND STRATEGY WHEN THINGS GO WRONG? SOCIAL MEDIA IN CRISIS MANAGEMENT – LEARNINGS FROM GENERAL MOTORS Christopher Barger, General Motors
17:00	NETWORKING COFFEE
17:15	HOW TO TURN PUBLIC OPINION SOURCED THROUGH THE REAL-TIME WEB AND SOCIAL MEDIA INTO TANGIBLE INSIGHT AND INNOVATION? OPEN INNOVATION AND WHAT IT MEANS TO YOU – LEARN ABOUT CROWDSOURCING AND HOW TO EFFECTIVELY LEVERAGE IT AS A MARKETER Bonnie Kiesling, Innocentive (Eli-Lilly Spin-off) SOCIAL GRAPH INSIGHT: IDENTIFY BRAND AMBASSADORS AND TRACK INNOVATION IN COMMUNITIES RECOMMENDATIONS Guilhem Fouetillou, Linkfluence GOOGLE INSIGHTS: ADVANCED INFORMATION ON TRENDS AND SEARCH FOR THE SOCIAL NETWORKING CONSUMER John Ploumitsakos, Google
20:00	CONFERENCE DINNER (EXTRA)

TIME	2010 PROGRAM: DAY 2 – MONDAY, MARCH 23
9:00	HOW USEFUL IS TWITTER FOR BRANDS AND MEDIA? THE KODAK MOMENTUM – BRANDS AND TWITTER Evandro Matteucci TWITTERING CARRIER PIGEONS OR CREATORS OF PURPOSE – REFLECTIONS ON MARKETING & COMMUNICATION AND THE CORPORATE BOARDROOMS in 2010 Christian Schultz, Mattel THE EGO HAS LANDED – RESULTS AND INSIGHTS FROM A JOURNALISTIC SELF-EXPERIMENT. WHAT TWITTER DOES FOR AND DOES TO JOURNALISM Sebastian Loudon, Horizont
10:00	HOW TO MAKE THE RIGHT INVESTMENT DECISIONS FOR YOUR BRAND IN A DYNAMIC MEDIA LANDSCAPE BUILDING BRAND VALUE: IT'S ALL ABOUT CONSUMER RELEVANCE Marie Odile Taillard, ESCP Europe HOW CAN WE ASSESS THE REAL VALUE OF WORD–OF–MOUTH FOR BRANDS AND MARKETING? Barak Libai, Tel Aviv University SOCIAL MEDIA STRATEGY PLANS – BUDGET ALLOCATION MODELS IN A 2.0 WORLD Sumaya Kazi, Sun Microsystems SUCCESS WITH SOCIAL MEDIA PLANNING: HOW TO LAUNCH AND MEASURE PROJECTS WITH FACEBOOK, TWITTER, IPHONE AND OTHER Oke Müller, TBWA/ChiatDay
11:00	REINVENTING MEDIA IN THE DIGITAL AGE – SOCIAL MEDIA TV IS WHAT IT IS! KEYNOTE – CONSUMERS, CONTENT AND BRAND: 3 CONSTANTS IN THE DIGITAL MARKETING DANCE Karin Timpone, Disney WHAT BBC HAS LEARNED FROM SOCIAL MEDIA – CHALLENGES, OUTCOMES AND THE FUTURE OF MEDIA Chris Dobson, BBC WHERE WILL THE MONEY FLOW (AND NOT) IN THE COMING YEARS? ONLINE VIDEO: NOW THAT EVERYONE'S WATCHING, WHAT'S NEXT? Kevin Yen , YouTube SOCIAL TV STRATEGIES & The 3 SCREEN EXPERIENCE Julie Sun, MTV
12:00	REINVENTING PRINT – THE TABLET, THE APPS, THE NEW WAY TO GENERATE INVOLEMENT AND REVENUE BREAKING THE MOLD: SHAPING NEW STORY MODELS FOR ONLINE AND OFFLINE READERS Joshua Benton, Nieman Lab @ Harvard University HOW THE PRINT INDUSTRY HAS TO REINVENT ITSELF TO GENERATE VALUE FOR BRANDS AND READE Kevin Anderson, The Guardian – Bruce Rogers, Forbes
13:00	NETWORKING SUSHI POWER
13:30	MOBILE WEB OR WEB 3.0 AND ITS CONSEQUENCES FOR BRAND MARKETERS HOW CAN MARKETERS TAKE ADVANTAGE OF WEB 3.0 AND MAKE IT AN INTEGRAL PART OF THEIR MARKETING STRATEGY – STRATEGIES, TACTICS AND LEARNING'S Marc Davis, Invention Arts BRANDED APPS FOR THE MOBILE WEB – WHAT BRANDS HAVE TO LEARN WHEN BUILDING AND DISTRIBUTING APPS Masauki Akamatsu, Int. Academy of Arts and Sciences, Japan
14:15	SUCCESSFULLY TIE IN TRADITIONAL SOCIAL MEDIA TECHNIQUES WITHIN YOUR EXISTING MULTI-CHANNEL MARKETING STRATEGY HOW SOCIAL MEDIA AND BRAND TOUCHPOINT MANAGEMENT WORKS FOR THE B2B INDUSTRY Kevin Espinosa, Caterpillar BLOGGERS ARE THE NEW INFLUENCERS: HOW DO YOU FIND THEM AND ASSESS THEIR BUSINESS MODEL Margot Heiligmann, SAP HOW COMPANIES CAN INTEGRATE THEIR CUSTOMERS INTO THEIR MULTI–CHANNEL STRATEGIES Alex Hunter, Virgin Airlines
15:45	NETWORKING COFFEE
16:15	SOCIAL MEDIA AND PR: UNDERSTANDING THE FUTURE PERSPECTIVES OF THE MEDIA MIX REDEFINING THE ROLE OF PR IN THE SOCIAL MEDIA – MANAGING CONVERSATION ECOSYSTEMS FOR BRANDS Guillaume Du Gardier, Ferrero WHAT IS THE PERFECT MEDIA MIX FOR BRANDS? LEARNINGS FROM THE SOCIAL MEDIA AND TRADITIONAL MEDIA MIX Matthias Lüfkens, World Economic Forum
17:15	INVALUABLE BUT INTANGIBLE – HOW BRANDS LEVERAGED ROI MODELING TO CUSTOMER INTERACTION AND SALES ROI 2.0: MOVING FROM REAR VIEW MIRROR TO CRYSTAL BALL Nils Andres, Brand Science Institute
18:00	CLOSING REMARKS

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