Case Study: T-Mobile HTC HD2 Ultimate Entertainment Sweepstakes
Presented by: John Bentz, Senior Vice President, Consumer Marketing Practice, Waggener Edstrom Worldwide
In today’s competitive consumer landscape, companies need a way to reach their consumers directly by targeting where they spend their time, get their information and socialize with their friends. Join John Bentz as he talks about how T-Mobile generated awareness and post-launch buzz in a successful twitter sweepstakes.
Case Study: Leveraging Social Media for the Unilever Brands
Presented by: Stacie Bright, Senior Communications Marketing Manager, UnileverAn overview of Unilever’s social media strategies across several of its well-known brands, including Dove, Ben & Jerry’s and Axe.
Case Study: Role of Social Media in Crisis Communications
Presented by: Jenny Dervin, Director of Corporate Communications, JetBlue Airways JetBlue experienced a major operational disruption in February 2007 that threatened to ground the young airline’s soaring brand. Hear how JetBlue leveraged social media to reach out directly to customers and restore the brand’s reputation for transparency and honesty. Case Study: How to Grow the Right Audience for Your Business: Optimizing Twitter and Facebook for Your Business’ Conversation Strategy
Presented by: Matt Gentile, Director of PR and Communication, Century 21®
Is your company or brand communicating effectively with your core target audience via social media channels? Facebook recently passed Google as the most visited Web site in the U.S. Do you have an effective conversation strategy that utilizes Twitter and Facebook to reach and build an audience for your business? The holy grail of social media marketing is defining how to define ROI against the effort your marketing department is spending trying to capture the next big thing. Jump off the social media crazy train and stop trying to get to the next big thing before it leaves the station. Matt Gentile will address the fundamental steps required to gain a handle on social media marketing for your business:
- Who is it you need to be talking to?
- How will you reach them?
- What are you going to say?
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Who is going to manage the conversation? - Track, refine and maximize your investment in social media marketing
Case Study: Success in Social Means Making the Digital Lifestyle Part of Your Enterprise DNA
Presented by: Paul Hernacki, Chief Technology Officer, Definition 6
Case Study: Content is King: The Consistent Importance of Good Content in the Ever Changing World of Social Media
Presented by: Matt Peters, Co-Founder and Creative Director, Pandemic Labs
Social media is changing fast, but there are a few constants. Chief among them is the importance of using good, value-add content to reach your consumers and engage them in a way that traditional marketing content cannot. We will look at an international social media marketing campaign for Puma and its tremendous successes so that we may all better understand the importance of a consumer-centric mindset in the new world of marketing.
Case Study: It’s Not About the Technology, It’s About the Relationships; Or, It’s About Relationships, Stupid
Presented by: Evan Welsh, Director of Global Media Relations, SAPJust because we have more means and quicker ways to communicate with our stakeholders (customers, employees, reporters, investors, etc.) than ever before doesn’t mean we should forget some of the basic principles of communication, including listening when someone is talking; making sure it is a two-way process; and affirming and acknowledging results. However, the proliferation of channels, ease of use of new technologies and the fact that many people throughout an enterprise want to communicate their message, necessitates now more than ever the need for a coherent strategy and approach and understanding of social media. Learn how SAP, a global company of 50,000 employees, is embracing social media and networking across the enterprise.
John Bentz, Senior Vice President, Consumer Marketing Practice, Waggener Edstrom Worldwide
Roundtable Topic: How Social Media can help in Assessing how a Brand’s Followers Evaluate the Brand in Terms of “Hearts, Minds and Momentum”
Bio: John Bentz brings 20 years of experience with leading consumer brands to Waggener Edstrom Worldwide’s consumer marketing practice. His expertise includes consumer insight mining, strategy development, campaign creative development, consumer issues management, global product launches, cause marketing and social marketing. John’s client experience includes brands in the consumer packaged goods, food and beverage, consumer health care, hospitality, consumer technology and online retail categories. Among the companies and brands he has counseled and managed are Procter & Gamble (the entire Crest brand, including the launches of Crest Whitestrips, Crest Night Effects and Crest Pro-Health), Reynolds Metals, Pizza Hut, Amazon.com, Coors, Dunkin’ Donuts, Reebok, Bausch & Lomb, Marriott and GE. Most recently, John was consumer lead for Waggener Edstrom Worldwide’s Microsoft business, developing consumer campaigns for Windows, Windows Live and MSN. Previously, at Porter Novelli, John was deputy global account director for Gillette, where he directed the company’s global PR efforts on such brands as Duracell, Braun and Oral-B. John led the 50th anniversary of Reynolds Wrap, a campaign that won the Public Relations Society of America (PRSA) Silver Anvil Best of Show award. His experience in social marketing and cause branding includes the Massachusetts Tobacco Control Campaign, one of the nation’s first taxpayer-supported anti-tobacco initiatives, the Reebok Human Rights Now initiative, and Crest Healthy Smiles 2010, a 10-year effort that links Crest to Boys & Girls Clubs throughout the United States to bring oral-care screening, services, education and tools to underserved children. John holds a bachelor’s degree in liberal arts from Boston University and is a member of PRSA.
Meighan Berberich, Vice President, Marketing, BlogTalkRadio
Roundtable Topic: Strategies for Driving Engagement Across the Social Web: Connecting with and Activating Your Target Audience
Bio: 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.
Larry Brauner, Social Media Marketing Consultant
Roundtable Topic: How Should the Enterprise Be Integrated on Facebook, Twitter, LinkedIn and Other Social Sites?
Bio: Larry has applied his capabilities in diverse disciplines, which have included marketing and customer research & analysis, business analytics and information technology. He has worked at IDT Corporation, Eric Marder Associates, Buck Consultants and William Mercer. Currently, as a business consultant, Larry focuses primarily on social media and SEO for web-based marketing, branding and public relations initiatives. Contact Larry Brauner through his popular blog, http://Online-Social-Networking.com, or through his new blog, http://OptimizeYourWebPresence.com.
Stacie Bright, Senior Communications Marketing Manager, Unilever
Roundtable Topic: Leveraging Social Media to Amplify Traditional Ad Spend
Bio: As the senior communications marketing manager for Unilever, Stacie Bright oversees the creation, management, strategic development and implementation of marketing communication efforts in both traditional media and the social media space for several top consumer, beauty and lifestyle brands, including Dove®, Vaseline®, Ponds®, Caress® and Q-tips®. Stacie has received multiple industry awards, including the PRSA “Best of Show” Silver Anvil, PRWeek Award for the Consumer Launch Campaign of the Year, the Holmes Report Sabre Award for the Marketing to Women Category and the PRSA Big Apple Award for Marketing to Special Audiences, among others for her work on Dove. 
Joe Ciarallo, Editor, PRNewser & Manager, PR Initiatives, mediabistro.com
Roundtable Topic: Content Matters: Forget About the Delivery Method, It's WHAT You're Delivering That You Need to Focus On
Bio: Joe Ciarallo is Editor of PRNewser and Manager of PR Initiatives for mediabistro.com, where he oversees the popular PRNewser blog and programs PR related events, classes and Webcasts for the site. PRNewser has quickly become a "must read" in the industry, and has been quoted and mentioned in media outlets from Gawker to New York magazine, Reuters to Newsweek. In his career as a communications professional, Ciarallo has worked with consumer, tech, non-profit and entertainment clients from Fortune 500 companies to start-ups. Prior to joining mediabistro.com parent company WebMediaBrands, Ciarallo worked at the Horn Group, a digital communications agency in downtown Manhattan. His writing and photography has appeared in PRWeek, PR News, Folio, and Dvdfanatic.com. Ciarallo is often called upon to speak at industry events such as the PRSA T3 Conference, Bulldog Reporter Media Relations Summit and The Business Development Institute's Social Integration & The Enterprise conference. He is a graduate from the School of Media Arts & Design at James Madison University.
Jenny Dervin, Director of Corporate Communications, JetBlue Airways
Roundtable Topic: Crisis Communications: How do You Know when a Crisis is a Crisis?
Bio: Jenny joined JetBlue in 2005 as Director Corporate Communications, and is responsible for the execution of the value airline’s media relations and crewmember communications functions. Prior to joining JetBlue, Jenny was with Delta Air Lines in a variety of communication positions, including speechwriter for the President and Program Director for the Operations functions. Jenny got her start in communications at Trans World Airlines as staff writer, eventually running the monthly newspaper and internal communications for the St. Louis-based airline. Jenny graduated from Columbia College Chicago with a degree in journalism, and now calls New York City home. She feels lucky to have been able to combine her love of travel with her passion for communications. “Working for an airline is the best communications job ever,” Jenny says. “Every day, you deal with something new, and communicators are a respected business partner.”
Veronica Fielding, President and CEO, Digital Brand Expressions
Roundtable Topic: Integrating Your Search and Social Strategies
Bio: Veronica Fielding is the President/CEO of Digital Brand Expressions, an internationally recognized top-tier, best-practices driving player in the search and social media marketing arenas. A well-known Internet marketing expert, Ms. Fielding has been resource for major media including The Wall Street Journal, New York Times, and NBC-TV among others and speaks regularly at major industry conferences about search engine optimization, paid search, social media marketing and enterprise-level social media adoption strategies. Ms. Fielding spearheaded the first comprehensive social media adoption process for companies, which is helping DBE’s clients leverage social media in ways that fully support the goals of the entire organization.
Stephanie Fierman, Consulting Partner, Strategy and Leadership, Reputation Garage
Roundtable Topic: Social Media and The Law (for Non-Lawyers)
Bio: Stephanie Fierman brings over 20 years of experience as a successful, results-driven marketing and operating executive to her role as Consulting Partner, Reputation Strategy and Leadership at Reputation Garage. In the last two decades, Stephanie has worked closely with various non-profits, corporations and startup ventures on matters related to bringing the enterprise together to maximize performance and trust in the marketplace. Her functional expertise lies in the areas of creative and operational campaign development, multi-channel marketing strategy, segmentation and CRM, product and sales launches, corporate and crisis communications, organizational development and scaling for growth. Prior to launching her own consultancy, Marketing Mojo LLC, Stephanie was a Chief Marketing Officer at both financial/payments services and media organizations including Revolution Money, an American Express Company, JPMorgan Chase, Warner Bros. Entertainment and Zagat Survey, respectively. Stephanie is the author of two active marketing and reputation-focused blogs and is a Harvard Business School Baker Scholar.
Maurice Freedman, Founder and CEO, Zaah Technologies & Elite Gudz Studio
Roundtable Topic: iPhone Apps, Facebook, Social Media, Hitting The Demographic Where They Live
Bio: Maurice Freedman is the founder and CEO of Zaah Technologies and Elite Gudz Studio. Maurice develops integrated strategies for major brands, bringing to bear the resources of Zaah and Elite Gudz - from viral videos to widgets, websites to iPad apps. Maurice and his team create media and events that are disruptive, breaking through the over-saturated environment in which consumers live.
Matt Gentile, Director of PR and Communication, Century 21®
Roundtable Topic: How do you Effectively Manage a Successful Philanthropic Fundraising Campaign Utilizing Public Relations and Social Media?Bio: Matt Gentile directs public relations and social media content strategy for Century 21 Real Estate, the world’s largest residential real estate sales organization. In this role, he promotes approximately 7,700 independently owned and operated franchised brokerage offices and 117,000 sales associates in 68 countries and territories worldwide. He has pioneered the utilization of social media as a business marketing platform and developed one of the first social media marketing training modules for real estate managers.
Paul Hernacki, Chief Technology Officer, Definition 6
Roundtable Topic: Social Media in the Enterprise: Block it? Monitor it? Limit it? Allow it? Encourage it?
Bio: 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.
Brian Kaufman, Senior Director Client Solutions, KIT digital, Inc. & Daniel Goodfellow, VP, Corporate Sales, Marketing and Communications, KIT digital, Inc.
Roundtable Topic: Best Practices in Using Live, On-Demand, and Mobile Video to Socialize your Brand and Messaging
Kaufman Bio: 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.
Goodfellow Bio:Daniel is an experienced Marketing professional and has spent over 10 years working with some of the worlds leading brands. His background includes roles in Marketing, Advertising, and Public Relations with a focus on brand development and strategy. He has spent much of his career in Advertising agencies, working on brands as diverse as Sheraton Hotels, Mitsubishi, Mecedes Benz, Westpac Bank, Tabcorp, GlaxoSmithKleine and The Australian Open, plus a number of businesses in the online sector.
Cathy Larkin, Owner / Consultant, Web Savvy PR
Roundtable Topic: Discuss Ways to Effectively Use Twitter Chats & Parties: Listen, Participate, Sponsor, Run Your Own + What, How & Why
Bio: Web Savvy PR, a boutique firm, is the merging of Cathy Larkin's 17 years of traditional PR experience, with three years of intense social media learning and client work. In 2007, after attending several conferences, she let her inner geek girl out of the closet when she realized she had the knack for making tech easy - not intimidating. A consultant to such brands as LifeTuner (brought to you by AARP); Anita Campbell of Small Biz Trends; and Melinda Emerson, Author of Become Your Own Boss in 12 months, Adams Media, (and founder of #SmallBizChat, which Cathy co-hosts); she helps brands find strategies to achieve their goals.
Christine Perkett, President and Founder, PerkettPR
Roundtable Topic: The Rule in Social Media is Make Your Own Rules
Bio: Christine Perkett founded PerkettPR – a public relations, social marketing and interactive digital services firm - in 1998, and has been consistently recognized as an innovative PR industry leader. She was named one of the “Top 25 Authorities Moving PR Forward” by Traackr, "Best Communications/IR/PR Executive" of the year from the American Business Awards, a “social-media guru” by Women’s Entrepreneur and highlighted in BusinessWeek’s Social Media Report the last two years. She is also a Board Director and Advisor for several companies including NYC’s Style Coalition, DIALOGUE, Boston’s Business Marketing Association and the Norwell, Mass. Visiting Nurse Association & Hospice. In addition to running the daily operations of her firm and advising its international client base on everything from branding to business plans, Christine blogs for various outlets such as her company’s blog (PerkettPRsuasion <http://www.perkettprsuasion.com> ), MarketingProfs Daily Fix, and This Mommy Gig, as well several personal blogs. Christine is a mom of two boys and three dogs and a marathon runner in her “spare time” – most recently completing the 2010 Boston Marathon. Connect with Christine on Twitter: @missusP <http://twitter.com/missusp> or LinkedIn: http://www.linkedin.com/in/christineperkett.
Matt Peters, Co-Founder and Creative Director, Pandemic Labs
Roundtable Topic: Measuring and Tracking success and ROI in the Social Media Landscape
Bio: Matt Peters is the Co-Founder and Creative Director of Pandemic Labs, one of the nation's leading social media marketing agencies. Since the agency's inception, Matt has been one of the primary creative and strategic forces behind campaigns with clients such as Dunkin' Donuts, Puma, Canon, The Dorchester Collection, ViaCord, and Marriott Courtyard. Born and raised in the Boston area, Matt attended Emory College and began his career as a location manager in the television and film industry. He credits his early work experience for his ability to quickly adapt and succeed within the shifting landscape of social media marketing. Over recent years, Matt has continually ensured that Pandemic Labs is firmly seated on the bleeding edge of social media, and his talent for communicating the nuances of this ever-changing space to fellow business leaders has placed him in high demand as a panelist, speaker and educator. When Matt is not designing campaigns, he frequently speaks at social media events and is often brought in to provide education for companies, think tanks, and traditional ad agencies. In the space of three years, Matt has emerged at the forefront of his field as a passionate creative leader and an avid participant in the ongoing evolution of marketing in the social sphere.
Ruben Quinones, Director of Sales, Social Media, Path Interactive & Digital Media Marketing Adjunct Faculty, New York University
Roundtable Topic: Evaluating and Identifying Communities Online for our Brand. A Discussion of How and Where to Find our Audience for Maximum Influence.
Bio: At Path Interactive, Ruben provides forward thinking leadership to it's social media marketing processes and manages the day to day social media operations of the firm. Ruben is also responsible for consulting, and key project management for client Paid Search, Search Engine Optimization and Online marketing campaigns. A seasoned online marketing professional, Ruben’s related experience includes founding and marketing a one of the Internet’s first vertical search engines, and as an advertising internet consultant for Verizon Information Services. Ruben is also a blogger, contributing blogger, speaker on Social Media topics and an Adjunct Instructor at NYU.
Matt Schwartz, Founder, MJS Executive Search
Roundtable Topic: Hiring Social Media Professionals
Bio: Founded in 2002, MJS Executive Search specializes in the placement of marketing, sales, and general management professionals at consumer goods and service related businesses. Prior to starting MJS, Matt was a Principal in the New York City office of Heidrick & Struggles and a member of the Global Consumer Practice From 1994 to 1999, Matt was a senior consultant at Gundersen Partners, a boutique executive search firm in New York City. Matt is an active speaker on social media/ networking. Matt and his team are recently responsible for placing senior social media/ digital leadership at PepsiCo, SeamlessWeb, and Applebee’s Restaurants.
Brian Simpson, Assistant Director of Food & Beverage & Social Hospitality, The Roger Smith Hotel
Roundtable Topic: Why "Social Media" is Really - Just Doing Business
Bio: 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.
Sarah Skerik, Vice President, Social Media, PR Newswire Association LLC
Roundtable Topic: Social Media Succession: Identifying and Mitigating Risks around Account Ownership
Bio: Sarah Skerik has worked in content distribution for more than 18 years and has been with PR Newswire for 15 years. In her current position as vice president of social media, Sarah is charged with developing new products and services that enable communicators to enhance their social media presence. She previously managed PR Newswire's core wire product, SEO, content syndication, audience development, customer reporting and targeted distribution products. Sarah is a frequent and well-received speaker on the subjects of social media, search engine optimization and PR measurement. Prior to joining PR Newswire in 1995, Sarah was the director of marketing for the City News Bureau of Chicago’s commercial newswire subsidiary, PR News Service. PR News Service was acquired by PR Newswire in 1998. A graduate of Miami University in Oxford, OH, Sarah also earned an MBA from Notre Dame.
Adam Verchinski, Vice President, IT Business Analysis Manager & Marketing and Client Communications, AllianceBernstein
Roundtable Topic: Top 5 Challenges Incorporating Social Technologies into Financial Services Enterprises
Bio: Adam Verchinski is the Information Technology, Business Analysis Manager of AllianceBernstein’s Marketing & Client Communication department. Background includes over 11 years as a technology and management consultant with Accenture working exclusively in Financial Services, on both the buy and sell sides. For the last 2 years Adam has been responsible for the delivery of large, transformational technology-centric programs for AllianceBernstein’s marketing and client communications department, including the launch of an entirely new website in May 2010, which included state of the art search, analytics, search engine optimization capabilities. Connect with Adam via his website, EverydayTenacity.com, on Twitter (@everydtenacity) or LinkedIn (www.linkedin.com/in/adamverchinskiprofile)
David Weiner, Senior Account Supervisor, PR Newswire & Founder, DigitalSomethings
Roundtable Topic: Communications Convergence: Who owns Social Media? That's a Tired Question ... Who owns Content? Who owns the Creation & Curation of Content?
Bio: 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.
Evan Welsh, Director of Global Media Relations, SAP
Roundtable Topic: How Does Social Media Deliver Value in Industry?
Bio: Evan Welsh, is director of global media relations at SAP, the world’s leading provider of business software, and has more than fifteen years of experience positioning multinational companies as well as not-for-profit institutions in the U.S. and Europe. Evan recently spent two and a half years working in Walldorf, Germany, at SAP’s global headquarters. His primary areas of focus include telling SAP’s sustainability and industries stories (Retail, Financial Services, Energy, etc.) to leading media from around the world. As part of the ever-evolving media landscape, Evan has been focusing more and more on social media. Prior to joining SAP, Evan was director of public relations and communications for The Franklin Institute Science Museum in Philadelphia, Pa. He has also taught English and writing courses at Arcadia University in Glenside, Pa. Growing up Evan lived in Switzerland for nine years and graduated from the Kantonsschule in Zofingen. He currently resides in Wynnewood, Pa. with his wife and two children.
