Agenda
| 8:30 a.m. - 9:00 a.m. | Registration & Breakfast Networking in the Exhibit Hall |
| 9:00 a.m. - 9:30 a.m. |
Case Study: Harnessing the Power of User Generated Media at Toyota Motor Company Bruce Ertmann, Corporate Manager, Consumer Generated Media, Toyota Motor Sales, U.S.A. Inc. As a global leader, Toyota is on the forefront of innovative ways to support its brand and deepen relationships with consumers and dealers. Bruce Ertmann will share his case studies and lessons learned about how one of the largest automobile manufacturers in the world embraces consumer generated media as an important part of its overall branding and communications strategy. |
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9:30 a.m. - 10:00 a.m. |
Case Study: Results through Convergence: McDonald's Use of New Communication Vehicles to Engage Consumers Heather Oldani, Director of Communications, McDonald's As an industry leader, McDonald's continues to seek new ways to reach consumers in order to meaningfully engage them with the brand and to drive awareness and trial for new products and promotions. With the media landscape continually changing, as well as consumers' preferred channels for receiving information, the Communications Team at McDonald's USA has gone beyond traditional media relations to new communication vehicles to help launch new products and to help build brand trust, often times in close collaboration with marketing. The case study presentation will focus on the results delivered from this close collaboration combined with the use of vehicles for two product launches and the company's efforts to reach Moms with brand trust messaging. |
| 10:00 a.m. - 10:15 a.m. |
Break & Networking in Exhibit Hall |
| 10:15 a.m. - 11:15 a.m. |
Industry Panel - The Future of Communications Industry thought leaders from Strawberry Frog, Spot Runner and Starwood Hotels will discuss how things will be different in the future. We will cover hot and controversial topics such as:
Moderator: Steve Etzler, Founder and CEO, Business Development Institute
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| 11:15 a.m. - 11:45 a.m. |
Case Study: Casio's Partnership with YouTube To Launch The "YouTube Camera" Melissa Keklak, PR Director, Casio
Casio courts youth with new 'YouTube camera'
Casio has teamed up with YouTube to help establish itself as an innovative company among younger consumers by equipping some of its newest digital cameras with a YouTube Capture mode. The electronics company secured an exclusive agreement with YouTube to provide software on four of its cameras. "We've always been a youthful-type, trendy company," Melissa Keklak, PR director, Casio told PR Week. However, some of Casio's innovations have been overlooked in the competitive digital camera market, she explained. But with this effort, Casio's PR goal is to be known as "the YouTube camera" and the first in the market to offer this technology, Keklak added. Outreach efforts include promoting the agreement to print, broadcast, online, and new-media outlets. The second phase of the campaign involves giving cameras to editors to review the YouTube mode. Later this year, Casio will launch a contest to raise awareness about the YouTube-enabled cameras. |
| 11:45 a.m. - 12:15 p.m. |
Case Study: Social Networking Meets Madison Avenue - Future Opportunities & Lessons Learned from myYearBook.com, the fastest growing social networking site on the internet Geoff Cook, CEO, myYearBook.com www.myYearbook.com is the fastest growing social network on the Internet for 13 to 21 year olds and the only one started by 2 high school students. They recently announced that the site logged a phenomenal 70 percent increase in traffic over the course of just one month from 2.8 million unique visitors to an astounding 4.6 million. Geoff Cook will share the inside scoop on how to create and execute successful marketing partnerships between online social networks and brands. He will focus on how to best work with social networking sites from both pr and advertising perspectives. |
| 12:15 p.m. - 1:30 p.m. | Lunch & Networking in the Exhibit Hall |
| 1:30 p.m. - 2:30 p.m. |
Breakout A: Measurement & ROI Moderator: James Gregory, CEO, Corebrand
This panel will cover the issue of measurement from three perspectives – client side, media side, consulting side. Topics to be discussed include: What are the most important audiences for you to measure and why? How many different audiences can you effectively measure? How do you determine which are the most important audiences? How do you know you are doing enough to reach these audiences? How do you determine if your message is effective? How do you determine if you are spending appropriately? Do you have the ability to adjust messages and spending? What kind of metrics do you use to identify the ROI? Do you use a discounted cash-flow model? Is your CFO involved in helping to build the model? Does the CFO buy into your system? If you have a reportable ROI what do you do with it? To whom do you report your ROI? How does it tie into accounting? Is the brand seen as an intangible asset? Are the results shared throughout the company? Do you tie your budgets to ROI? Do you set budget goals based on ROI? Do you project potential ROI in the future? Breakout B: Web Video - The Corporate Communications & Advertising Opportunity Moderator: Bart Feder, Chairman, The FeedRoom
This panel will discuss how leading organizations are using web video from both advertising and communications perspectives. It will discuss case studies from major media companies and brands on how they successfully embrace web video to achieve their marketing and communications goals. Breakout C: Green Communications and Corporate Social Responsibility Moderator: Hank Stewart, VP, Strategic Messaging, Green Team
This panel will review how organizations are embracing the green movement. We will also explore broader CSR strategies. The panel will answer questions such as, "How does my company go green authentically without being perceived as jumping on the bandwagon?" and "How does green fit into an overall CSR plan?" |
| 2:30 p.m. - 2:45 p.m. |
Break & Session Change in the Exhibit Hall |
| 2:45 p.m. - 3:45 p.m. |
Breakout A: Authentic Communications - Examining Social Media and the Online Conversation Moderator: Peter Himler, Flatiron Communications & President, PR Club of NY
Leading organizations are embracing their market by creating and participating in relevant online conversations. Everyone is on a quest to be perceived as authentic both through their communications and advertising efforts. This panel will explore how leading organizations are connecting with customers and extending their brand through social media. Breakout B: Measurement & ROI Moderator: James Gregory, CEO, Corebrand
This panel will explore best practices in measuring marketing and communications strategies. It will include how to tackle the special measurement challenges that new media presents to communications professionals. James Gregory will lead the panel in addressing how organizations can provide evidence of marketing's impact on the bottom line. Breakout C: Web Video - The Corporate Communications & Advertising Opportunity Moderator: Bart Feder, Chairman, The FeedRoom
This panel will discuss how leading organizations are using web video from both advertising and communications perspectives. It will discuss case studies from major media companies and brands on how they successfully embrace web video to achieve their marketing and communications goals. |
| 3:45 p.m. - 4:00 p.m. |
Break & Session Change in Exhibit Hall |
| 4:00 p.m. - 5:00 p.m. |
Breakout A: The Blurring of Advertising, PR & Media - What does it mean to future careers? Moderator: Karen Bloom, Principal, Bloom, Gross & Associates, Inc.
Leading organizations increasingly have cross functional teams working side by side consisting of both marketing and communications professionals. The panel will discuss how the trend of "convergence" is changing careers across the communications industry. Breakout B: Green Communications and Corporate Social Responsibility Moderator: Hank Stewart, VP, Strategic Messaging, Green Team
This panel will review how organizations are embracing the green movement. We will also explore broader CSR strategies. The panel will answer questions such as, "How does my company go green authentically without being perceived as jumping on the bandwagon?" and "How does green fit into an overall CSR plan?" |
| 5:00 p.m. - 6:00 p.m. |
Networking Reception in the Exhibit Hall |
