Mobile Social Communications – Case Studies and Roundtables
Speakers & Roundtable Topics
Keynote Case Study
Keynote Case Study: Foursquare for the Small Business Owner
Presented by: Naveen Selvadurai, Co-Founder, Foursquare
AJ Bombers, a popular Milwaukee burger joint, saw a 30% sales increase on select menu items after they started experimenting with foursquare. Foursquare co-founder Naveen Selvadurai will discuss how the restaurant owner took advantage of foursquare's Specials platform, Tips and To Do functionality and game mechanics to drive up business
Case Study Presenters
Case Study: Using Social Technologies to Reward Brand Loyalty
Presented by: BJ Emerson, Social Technology Offficer, Tasti D-Lite LLC
Opportunities abound for integrating conventional systems with social applications. This case study will cover how the Tasti D-Lite TastiRewards program is enabling customers to share their loyalty activity online and receive tangible benefits as a result.
How Emerging Mobile Technologies will Transform Culture and Commerce
Presented by: John Havens, Senior Vice President, Social Media, Porter Novelli
QR Codes, Augmented Reality and the Internet of Things are digital paradigms currently being leveraged by companies like Nike, PepsiCo, and BMW to provide utility and value in the B2B and B2C arenas. This case study will outline where these emerging technologies go from being tactical to transformative while also providing a caveat to marketers about how to handle privacy in the virtual arena.
Connecting Brands & Local Businesses to Real-Time Social Media
Presented by: Nihal Mehta, CEO and Founder, Buzzd
Thanks to facebook places, twitter, foursquare, gowalla, loopt, buzzd, brightkite, whrrl, and many other location-based services, the "check-in" has moved from a niche feature for early adopters to a mass-market functionality. Now that people are finally opt-ing in to broadcast their location to the public, a massive opportunity is created to reach those same people in time/space context, by local business and brands. Buzzd inc. is helping build a platform 'localresponse' to connect marketers to over 150million "check-ins" / month.
Mobile: The Bridge Between Online Search and Offline Buying
Presented by: Paul Reich, Director of East Coast Sales, Yelp & Dr. Justin Bazan, Owner and Operator, Park Slope Eye
With over 38 million monthly unique visitors and 12 million reviews around the world, Yelp has emerged as the leading online review guide for consumers looking to make a spending decision. But while engagement on the desktop continues to evolve, the fastest area of growth for the company is its mobile arm. In fact, mobile devices now account for over 30% of all searches on Yelp and that number is only continuing to grow. Today's case study will talk about how and why savvy businesses are taking advantage of both Yelp's online and offline consumer engagement.
Case Study: Getting Started in Location Based Marketing
Presented by: Rick Wion, Head of Social Media, McDonald's
Awareness and coupons and games and loyalty and apps and video..oh my! The mobile social communications circus is such a wide open area of opportunity, how does a brand determine where to begin? Rick will share strategies and experiences for getting started in the mobile social age including determining what programs are best for your organization and how to test your strategies and tactics for success.
Roundtable Moderators & Topics
Dr. Justin Bazan, Owner and Operator, Park Slope Eye
How to Find and Engage Customers Online and Off
Dr. Justin Bazan is an optometrist who practices at Park Slope Eye, located in Brooklyn NY. He is a 2004 graduate of the State University of New York College of Optometry. Dr. Bazan opened his practice cold in the summer of 2008 and quickly embraced social media. Without an initial marketing budget, Dr. Bazan learned how to utilize the free tools of social media to attract new patients and to build a loyal following of current patients.
Meighan Berberich, Vice President, Marketing, BlogTalkRadio
Developing a Mobile Social Strategy: Important Things to Consider
Meighan Berberich leads all marketing and communications efforts at BlogTalkRadio (www.blogtalkradio.com). Berberich is a seasoned marketer and publishing executive with more than 15 years of experience launching and growing on- and off-line communities and leveraging these highly-engaged communities to drive revenue. Before joining BlogTalkRadio, Berberich was the director of marketing communications for Conenza, a leading provider of enterprise social networking software. In this role, she led all aspects of marketing communications: branding, on‐ and offline demand generation, events, and media and analyst relations. She is a proven leader in, and passionate advocate for, social media marketing, search engine optimization, and word-of-mouth marketing. Prior to Conenza, Berberich held marketing and executive leadership roles at Microsoft Corporation and 1105Media. At Microsoft, Ms. Berberich led teams in the development of traditional and non‐traditional marketing strategies to drive reach, revenue, and customer engagement through Microsoft’s software training and certification portfolio. At 1105Media, Ms. Berberich served as the marketing director, and later, as the general manager of the Business Technology Group. In her marketing and management roles, Ms. Berberich led the creation and launch of more than a dozen revenue‐generating products. As a result of these programs, Ms. Berberich’s business unit, delivered double-digit revenue growth every year of her six-year management tenure. Berberich began her career in semiconductor marketing, working with Texas Instruments and Infineon Technologies in the U.S. and Europe. She holds a Bachelor of Science degree from Santa Clara University in Economics.
David Berkowitz, Director of Emerging Media & Client Strategy, 360i
How Mobile Barcodes Can Bridge Mobile and Social Media
David Berkowitz is Director of Emerging Media & Client Strategy for 360i, the digital marketing agency, where he develops social media and mobile programs for marketers spanning the media & entertainment, retail, travel, and CPG industries. He writes a weekly column for MediaPost, with over 200 published to date, and contributes to Ad Age’s Digital Next blog and 360i’s Digital Connections. He has also blogged at MarketersStudio.com since 2005. A regular pundit on media, marketing, and technology trends, he has spoken at nearly 100 events including Digital Hollywood, Web 2.0 Expo, Blog World Expo, ad:Tech, and iMedia.
Joe Ciarallo, Contributing Editor, PRNewser & Director of Communications, Buddy Media
What You Need to Know About Facebook Places
Joe Ciarallo is Director of Communications at Buddy Media, the company behind the Buddy Media Platform, the social media
platform of choice for the largest global brands and agencies. He is also a founding editor of
PRNewser, one of the fastest growing sources for public relations and marketing news. Under his tenure as full-time editor of the site, monthly unique visitors increased my more than 130%. Ciarallo has more than six years experience working with consumer, tech, non-profit & entertainment clients from Fortune 500 companies to start-ups, with a focus on all things digital communications. He is often asked to speak at industry events including the Business Development Institute's Social Enterprise Conference, Bulldog Reporter's Media Relations Summit, the Public Relations Society of America's Technology Conference and PR News' Digital Best Practices Conference.
Joshua Cohen, Director of Content Licensing & Distribution, PR Newswire
Roundtable Topic: The Role of Mobile in an Integrated Communications Campaign
Joshua Cohen, Director of Content Licensing & Distribution at PR Newswire, develops and manages the relationship with the thousands of Web sites, databases and content aggregators around the world that publish and distribute PR Newswire’s news release feeds, including the rapidly growing multimedia/social media and mobile news release segments. His more than 15 years experience in the development and distribution of business and financial news has given him a unique ability to work with Web sites and portals in terms of content selection and positioning of the news content on the site or distribution vehicle to maximize the ROI from the feed both for the Web site as well as for the client issuing the news release.
BJ Emerson, Social Technology Officer, Tasti D-Lite LLC
Roundtable Topic: Location Based Services and Brand Engagement
BJ Emerson brings a strong blend of technical and creative abilities to his role as Social Technology Officer for Tasti D-Lite. In his 12 years of experience, BJ has overseen the rapid expansion of technologies to include providing hosted applications for entire franchise networks. In 2005, BJ led the deployment of a $2M Corporate and Franchise Enterprise technology platform which won a Microsoft Pinnacle award for Excellence in 2006. Featured in Twitter’s Business 101 Case Studies, BJ has spearheaded the integration of the Tasti D-Lite brand experience with online communities by engaging customers and working with franchisees to expand the brand through social media. Recently, BJ led the development of the first ever loyalty program to feature an integration with social sites Facebook, Twitter and Foursquare.
John Havens, Senior Vice President, Social Media, Porter Novelli
Privacy and Mobile Social – The Balance of Push and Permission
John is a senior vice president of Social Media at Porter Novelli in the firm’s New York office. He is the author of the book, Tactical Transparency: How Leaders Can Leverage Social Media To Maximize Value and Build Their Brand (Wiley 2008). Before working at Porter Novelli, John was VP of Business Development at BlogTalkRadio where he was instrumental in securing clients like Walmart, Ford, PepsiCo, Century 21, and Allstate, among others. His latest passion is Augmented Reality, a subject he has written on frequently in publications like iMedia, PR Week, and INC magazine. John has also spoken about Augmented Reality for Columbia University, New York University, The Council of PR Firms, WOMMA and will be speaking on the at the Web 2.0 EXPO in the fall of 2010.
Paul Hernacki, Chief Technology Officer, Definition 6
How the heck do I actually develop my mobile/social app?!
Paul Hernacki, Chief Technology Officer for Definition 6, is responsible for direction and strategy with regard to the technologies used to design and implement solutions for Definition 6 clients. Prior to joining Definition 6, Paul managed the .NET Technical Leadership Team and Microsoft solutions for the Hewlett-Packard Application Services practice in the Americas. He has consulted for Fortune 500 companies including General Motors, Coca-Cola Company, Ford Motor Company, Eckerd Drugstores, and CMS Energy as well as consulting for organizations such as the Blackstone Group. Paul holds a Bachelor of Arts degree from Michigan State University where he studied Business Administration / Pre-law and Computer Science.
Joel Johnson, Executive Vice President, Director of Integrated Planning, Porter Novelli
Roundtable Moderator: Proximity Influence - Driving Influence with Mobile Marketing
Joel R. Johnson is EVP Director of Integrated Planning at Porter Novelli. Former Managing Director of Spike Lee’s ad agency, Spike DDB, Joel was Director of Digital Strategy at Sapient Nitro previously. A veteran strategist, Joel has worked with some of the most influential people and brands, including Magic Johnson, Pepsico, NBA, Nike, and J&J. At Burkitt DDB (London), Joel was Global Planner on Drambuie and lead planner on Energizer EMEA. His strategies have informed award-winning campaigns in the US, London and across Europe.
At Porter Novelli, Joel is lead planner on P&G brands, including Gillette and Braun, and is tasked with integrating emerging digital and social media behaviors into the strategic planning process agencywide. He recently returned from the Cannes Lions where he lead Conversations@Cannes, a social media hub for the world’s largest advertising festival,
Joel is Adjunct Professor at NYU, a graduate of Swarthmore College, Northwestern University’s School of Communications and a member of the PRSA, IAB and AEF. He blogs at
Find him on Twitter @joelrjohnson.
Brian Kaufman, Senior Director Client Solutions, KIT digital, Inc.
Opportunities For Implementing Mobile Video in Your Communications Strategy
Brian Kaufman, Sr. Director of Client Solutions at KIT digital has over ten years of corporate website design and management, with the last 3 years being focused strictly in the online video space. Working directly with clients such as Dept. of Defense, Intel, General Motors, Barnes & Noble, McGraw-Hill, Bausch and Lomb and dozens more, he helps them utilize their video assets for mobile, social sharing, live webcasts and on-demand offerings. He spent the previous seven years managing the corporate information website for Walmart Stores.
Meghan Keane, US Editor, Econsultancy
Roundtable Topic: Social Shopping: It’s all about location, location, location
Meghan Keane is US Editor at Econsultancy, the leading source of independent advice and insight on digital marketing and e-commerce.
Meghan helped lead the UK-based Econsultancy into the US market last year. Since she took over as US Editor, Econsultacy’s marketing blog has become one of the top ten blogs in AdAge’s Power150 blog list.
Previously, she was a reporter for Wired’s Epicenter blog. She has covered digital advertising and marketing for the past three years.
Her work can be seen in The New York Press, New York magazine, Portfolio, Capital New York and The Awl.
Kelly McCarthy, Vice President of Innovation, Ruder Finn, Inc.
How to Incorporate the 4th Screen into PR
Kelly McCarthy is Vice President of Innovation for Ruder Finn, where she is responsible for fostering collaboration and driving innovative thinking to help shape and deliver breakthrough client programs that leverage the full spectrum of traditional and new media channels. Working across industries and practice groups, Kelly helps to outline client strategy by bringing a closer examination of sales channels/targets, external and internal stakeholders, socio-economic trends and competitive analysis to Ruder Finn's deep experience in communications and new technologies, including digital and mobile channels. Through her work with Ruder Finn’s global teams including RFI Studios, Ruder Finn's Webby Award winning digital shop, she is able to actualize innovative programming through best in class digital platforms as well as breakthrough social media initiatives and mobile apps. Formerly, Kelly developed and executed new business strategy, marketing programs and pitch management activities for Bite Communications, a top Silicon Valley tech PR firm.
Nihal Mehta, CEO and Founder, Buzzd
Roundtable Topic: C
onnecting Brands & Local Businesses to Real-Time Social Media
With over 12 years experience in innovating marketing technologies through four successful startups to date, Nihal Mehta, is a noted expert in the emerging adoption of wireless technologies for media properties and consumer brands. Named a top 10 NYC 'game changer' in the 2010 New York Enterprise Report, one of twenty RCR Wireless News 'mobile movers and shakers' in 2008, a BusinessWeek 'M-Commerce Baron' in 2006 and named one of AdAge's 'top 20 marketers in their 20s' in 2005, Nihal is currently CEO and co-founder of the social cityguide, "buzzd", backed by the Blackberry Partners Fund, Qualcomm Ventures, Greycroft and Monitor Ventures. Prior to buzzd, Nihal founded ipsh!, one of the first full-service mobile marketing agencies in 2001, which he sold to Omnicom (NYSE: OMC) in 2005. Nihal started his entrepreneurial career by founding Urbangroove, an online nightlife portal, in 1999.
Ramon Nuez, Jr., Contributing Writer, Huffington Post
Roundtable Topic: How do Retailers make sure that their Geo-location takes Advantage of Shift from Static Web to Mobile?
Ramon is a contributing writer to the Huffington Post. He covers mobile technologies and wireless broadband. Ramon is also a contributing writer to the "Twitter Powerhouses" series on the Huffington Post. When not writing for the Huffington Post -- Ramon is busy being co-host and producer of New Media Brief. Ramon is also a guest lecturer at the NYU School of Continuing Education -- discussing social media. Finally, Ramon has been a guest on the hit online radio show "The Capicu Show" at the Urban Latino Radio Station -- discussing mobility.
Brian Reich, Managing Director, little m media
Roundtable Topic: Planning in the Digital Age: It takes more than a Smart Strategy and Good Tactics to Succeed Today. How Everything you are Doing Needs to Change
Brian Reich is the managing director of little m media, which provides strategic guidance and support to organizations around the use of the internet and technology to facilitate communications, engagement, education, and mobilization. He is the author of Media Rules!: Mastering Today's Technology to Connect With and Keep Your Audience (Wiley 2007). He blogs at Thinking About Media (
) and contributes as a Fast Company Expert. He is a regular speaker on a wide range of issues relating to the impact that technology and the internet are having on society. Brian teaches consumer behavior and marketing strategy at Columbia University and hosts a weekly podcast, Thinking About Everything, that explores how people get and share information in a connected society.
Paul Reich, Director of East Coast Sales, Yelp
Roundtable Topic: Customer Intent to Spend and How to Harness It
Paul Reich is the Director of East Coast Sales for Yelp, where he manages multiple teams of salespeople, supporting them in their everyday efforts to engage and educate the over 15 million small business owners across the nation about the products and tools available on Yelp.
Originally based in Yelp's San Francisco Headquarters, Paul has had a long career with the company. He joined Yelp as an early employee in 2007 where he worked his way up from an Account Executive to being selected to open and head Yelp's second office in New York. Prior to Yelp, he worked at M.L. Stern as an Investment Advisor.
Paul holds a BA in International Affairs from the University of Colorado.
Michael Ricci, VP and Mobile Practice Leader, Merkle Interactive
Integrating Mobile with Social Media – Activation and Acquisition Strategies that Are Working
As VP and Mobile Practice Leader for Merkle, Michael works with many of the company’s blue-chip clients to develop mobile engagement strategies and solutions.
Prior to Merkle, Mike was VP of Creative and Strategy for iLoop, a premier mobile marketing firm focused on assisting marketers, digital agencies and other entities create effective mobile marketing strategies and user experiences. At iLoop, Mike helped Sony, Paramount, Coca Cola, Quicksilver, P&G, Vans, Western Union, Live Nation, Warner, Lexus and many others forge compelling strategies for their mobile marketing initiatives. Mike also helped develop a comprehensive mobile marketing strategy for President Obama’s election campaign – an effort that helped the campaign earn recognition as the 2008 Mobile Marketer of the Year. E
arlier, Mike oversaw Volantis Systems’ Content Services business and helped clients such as ABC (Oscars), WWE, CBS Mobile, Disney, Discovery, EBay,
, Reuters, Hearst, and others tap into the power of mobile.
Naveen Selvadurai, Co-Founder, Foursquare
Roundtable Topic: The Future of Location-Based Services
Naveen is Co-founder of foursquare. Prior to founding foursquare, he was Lead Architect at Socialight and was a Senior Software Architect with the Global Digital Business group at Sony Music Entertainment. In this role, he oversaw and developed various applications that dealt with content management and distribution of mobile products and was the lead developer of Sony's Music Box mobile application. Before Sony, he consulted for New York-based Run Tones and enjoyed software engineering stints at Sun Microsystems and Lucent Technologies. Naveen holds a master's degree in computer science from Worcester Polytechnic Institute.
Brian Simpson, Assistant Director of Food & Beverage & Social Hospitality, The Roger Smith Hotel
Why Checking in Leads to Handshakes
Brian Simpson is currently the Assistant Food & Beverage Director at The Roger Smith Hotel, NYC. Brian brings over thirty years of hospitality to the hotel. In 2008, Brian moved to NYC from Boston to be one of the opening managers at The Plaza Hotel, an iconic landmark known around the world. In May of 2008 Brian was diagnosed with thirteen tumors on his spine, he used Twitter to get through six months of exhaustive chemotherapy. With a heightened sense of the Twitter community, Brian left The Plaza in search of a hotel ready to embrace Social Media or Social Hospitality, as he calls it. Brian became the front man in converting, engaging and following up with guests via Twitter at The Roger Smith Hotel. His efforts have helped change the way the Hotel approaches customer service and sales.
David Weiner, Senior Account Supervisor, PR Newswire & Founder, DigitalSomethings
Roundtable Topic: The Mobile Consumer: Everyone Wins
David Weiner has been with PR Newswire since 2002 in a variety of roles. For the last 5 years, David has been counseling many of the largest PR and IR Agencies on how to adopt, leverage and incorporate social media and new technology for B-to-C, B-to-B, and investor-focused campaigns. David is responsible for pushing many agencies into the social media space by hosting numerous educational seminars and workshops that focus on
the importance of everything from RSS and SEO to YouTube, FaceBook and Twitter. David is also responsible for identifying, developing and launching new products that leverage or complement social media. Over the past five years, David has been traveling globally presenting to organizations ranging from Fortune 100 corporations, Unions and Industry Associations as well as speaking on or moderating panels in several verticals. David is also a co-founder of Digital Somethings, a global event-production and influencer marketing organization.
Rick Wion, Head of Social Media, McDonald's
Roundtable Topic: Methods of Evaluating Mobile Social Communications
As Director of Social Media for McDonald’s, Rick Wion drives the social media strategy for one of the world’s most recognizable brands with duties that include issues management, brand building, customer satisfaction and digital influencer relations through social channels. Additionally, Wion is responsible for aligning the U.S. social media strategies and tactics with global and localized marketing efforts.
With more than 12 years of experience in communications and digital marketing, Wion has received recognition and awards throughout his career from industry organizations, including the Word of Mouth Marketing Association, the Public Relations Society of America, PRWEEK
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