Schedule
| Monday - October 17, 2005 | |
| 8:30 - 9:30 | Networking Breakfast |
| 9:30 - 11:20 | General Session |
| Welcome to BlogOn 2005 Social Media Summit Chris Shipley - Executive Producer Suw Charman - Producer |
|
| Suddenly, it's all different: How social media favors the little guys (and makes the big guys nervous) Seth Godin - Author and Entrepreneur |
|
| Every few years, it seems, some pundit announces that this time it's different, that all the rules have changed and the big guys should watch out. Let's see, the last time that happened was seven years ago. And we saw the music industry tank, politics change forever, JetBlue mop the floor with Delta and American, Amazon to give agita to retailers in the real world and, oh, yes, the TV networks destroyed. Well, it's happening again. But more so. In this fast-moving talk, marketing gadfly Seth Godin shares his take on how the rules have changed (again). | |
| What You Don't Hear Can Hurt You: Listening to the Blogosphere Elizabeth Albrycht - Alliance Partner of Blogging Planet Mary Hodder- CEO, Bloqx Jackie Huba - co-author of Creating Customer Evangelists Randall McAdory - Manager of Business Intelligence, Interactive Communications, Chrysler Group |
|
| The first step in understanding social media is to start listening. Your customers are already talking about you, and tapping into that conversation is like tapping into a real-world focus group. So how can you use social media to monitor these conversations about your brand, and your competitors? What tools and techniques can you use to gather information about your products? | |
| Product Spotlight: Cymfony | |
| 11:20 - 12:00 | Coffee& Networking Break - Innovator Showcase Open |
| 12:00 - 1:00 | General Session |
| Product Spotlight: Pluck | |
| The Power of Communities Susan Mernit - Digital Media Consultant and Entrepreneur Peter Friedman- Chairman and CEO, LiveWorld Jeff Jarvis- Consultant, New York Times Company Bill Schreiner- Vice President and General Manager of AOL Community Programming, AOL |
|
| Whether you realize it or not, your customers are already talking about you in blogs and online communities, yet you cannot afford to let those conversations happen without you. So how can you respectfully join these discussions? How do you nurture and support these communities? When do you create communities of your own that empower your customers and attract new people to your business? | |
| 1:00 - 2:30 | Networking Lunch - Innovator Showcase Open |
| Peter Hirschberg of Technorati will share his latest video shorts and thoughts on Social Media. | |
| 2:30 - 4:00 | General Session |
| McDonald's Corporation: Roadmap to a Corporate Blogging Strategy Steve Wilson - Sr Dir, Global Web Communications, McDonald's Corporation Chris Shipley - Executive Producer |
|
| Taking the brunt of criticism for America's fast-food addiction, McDonald's would be a likely last adopter of any technology that facilitates free and open market conversations. Yet, with more than 30,000 locations worldwide, a complex supply chain, and a very public brand, McDonald's is making the cultural and strategic changes required to embrace social media. Steve Wilson, McDonald's Senior Director of Global Web Communications, shares the inside story of McDonald's embrace of blogging and lays out the strategic roadmap the company is following toward an open and on-going conversation with its markets. | |
| Product Spotlight: Pheedo | |
| Markets Are Conversations Steve Rubel- VP, Client Services, CooperKatz & Company Shel Israel- co-author of the forthcoming Naked Conversations Deborah Schultz- Marketing Director, Six Apart Vicki Warker- VP, Product Mgmt and Marketing, Sprint Business Solutions |
|
| The most important thing your company can do is talk to your customers, in conversations that humanize your organization and assert strong thought leadership in the market. By becoming an accessible, smart voice in the market, you create a valuable brand experience for your customers and encourage discussions that give you invaluable feedback and insights into what your customers actually think of your products and want they want to buy from your company. | |
| 4:00 - 4:20 | Coffee & Networking Break - Innovator Showcase Open |
| 4:20 - 5:45 | General Session |
| Damage Control: Communicating with Your Customers in Times of Crisis Gil Schwartz- EVP of Communications, CBS Television Lisa Poulson - Managing Director, Burson-Marsteller |
|
| Negative publicity can spread through the blogging world like wildfire. Ignoring it can lead to disaster, but how exactly do you respond to such criticism? What steps should you take to forestall or limit damage? And how do you handle a PR crisis that originates in and is propogated through the blogosphere? | |
| Product Showcase: Eurekster | |
| How to Blog Professionally Judith Meskill - Editorial Director, Weblogs Inc. |
|
| What do good business bloggers have in common? What makes for an engaging, interesting blog? What are the important watchwords to keep in mind? And what do we mean by 'blogger values'? | |
| 5:45 - 7:30 | Networking and Cocktail Reception |
| 7:30 - | Dinner on your own |
| Tuesday - October 18, 2005 | |
| 8:00 - 9:00 | Networking Breakfast - Innovator Showcase Open |
| 9:00 - 10:40 | General Session |
| Opening Remarks Chris Shipley - Executive Producer Suw Charman - Producer |
|
| What Blogs Are Not David Weinberger - Fellow, Harvard Berkman Center for Internet and Society |
|
| The fact that blogs have been so badly misunderstood only shows how deeply different blogs are. By our normal business, media, and educational models, blogs look like: Unedited journalism, irresponsible spoutings, echo chambers, or opportunities to do some marketing. Take your pick. In fact, blogs are not only the revenge of customers on marketers and the revenge of couch potatoes on the media, they are our selves in the new connected world. They are how knowledge is becoming social. They are conversations negotiating meaning across divides of difference. Blogs are disruptive in ways too often missed by those who try to understand them only within the existing models. | |
| Can Advertising Be Social? Steve Hall - Publisher and Editor, Adrants Joseph Jaffe- President and Founder, jaffe LLC Mark Kingdon- CEO, Organic David Rubin- Brand Development Director, Unilever |
|
| More and more ad dollars are moving online, but smart companies are approaching social media with care. In a world of one-to-one conversations, how do you get real reach? Forget everything you know about traditional advertising - in social media, the rules of brand identity no longer apply. What advertising practices deliver results in social media? | |
| A Few Words about Identity | |
| Dick Hardt - CEO, SXIP Identity | |
| 10:40 - 11:15 | Coffee & Networking Break - Innovator Showcase Open |
| 11:15 - 12:30 | General Session |
| Product Spotlight: TechDirt | |
| The Feed Frenzy: Exploring New Channels for One-to-One Marketing Scott Rafer - Chairman, Wireless Ink Scott Gatz- Senior Director of Personalization Products, Yahoo! David M. Johnson- Blog Software Architect, Sun Microsystems John Kosner- Senior Vice President and General Manager, ESPN New Media |
|
| According to recent figures, 90% of all email is spam, making it almost impossible to communicate with customers via email even when they have opted in. What tools can you use to reach your customers? Will RSS replace direct marketing tools such as email newsletters and mailing lists? What other innovative uses is RSS being put to? | |
| Podcasting: Beyond Radio Cameron Reilly - Founder, The Podcast Network Michael W. Geoghegan- President, Willnick Productions Randy Silver- Producer/Interactive, SIRIUS Satellite Radio Cydni R. Tetro- Vice President of Product and Corporate Marketing, NextPage |
|
| Podcasting is a way of delivering audio content to a huge number of listeners via RSS. How can your business use podcasting to reach your customers? Which companies are already podcasting, and what reaction have they had from their listeners? We hear from companies who are making best use of this increasingly popular medium. | |
| 12:30 - 2:00 | Lunch |
| 2:00 - 4:15 | General Session |
| Pitching to Social Media Cathy Brooks - Vice President, Porter Novelli Jeremy Pepper- Founder and President, POP! Public Relations |
|
| With nearly 14 million blogs and 50 million blog readers, bloggers have become as important as the mainstream media when it comes to reaching your customers. In the mass of bloggers, who holds sway with your customers? How do you pitch to bloggers when most spurn overt attempts to influence them? It's a whole new PR ballgame and you need a new playbook to get in the game. | |
| Behind the Firewall: Using Social Media Internally Suw Charman - Blog Consultant, Journalist and BlogOn 2005 Producer |
|
| Social media has a valuable part to play in the internal business landscape and its inherent simplicity and flexibility makes it suitable for a wide range of applications. Blogs and wikis are already being deployed in business as content management systems, personal knowledge management tools and for team communications. And this is just the tip of the iceberg. Blogs are eating away at conventional IT solutions, such as knowledge management tools and intranet portals, replacing expensive heavyweight solutions with cheap lightweight tools. Soon, blogs will rule the intranet. | |
| Understanding Social Media's ROI David Hornik- General Partner, August Capital Laurie Meyers- Deputy Managing Director, Hass MS&L BlogWorks Craig Engler- General Manager, SciFi.com Andy Sernovitz- CEO, Word of Mouth Marketing Association |
|
| What are the costs associated with using social media in your business? When, and where, should you make strategic investments? How can you justify the expenses and sell the rest of the executive team on the idea? Learn about the benefits of social media, and how to measure and describe the results. | |
| Closing Remarks Chris Shipley - Executive Producer Suw Charman - Producer |
|
| * Please note that times and topics listed are subject to change. Check back regularly for updates, and please visit the Speakers page for a preview of conference presenters. | |
