Innovation & Communications: The Roundtables

8:30 a.m. - 9:00 a.m.	Registration, Breakfast & Networking
9:00 a.m. - 9:25 a.m.	Roundtables Session 1
9:30 a.m. - 9:55 a.m.	Roundtables Session 2
10:00 a.m. - 10:25 a.m.	Roundtables Session 3
10:30 a.m. - 10:55 a.m.	Roundtables Session 4
11:00 a.m. - 11:25 a.m.	Roundtables Session 5

Roundtable Topic	Topic Description
Is your Communication Strategy as Innovative as Your Products? Moderated by Brandee Barker, Director of Global Communications, Facebook	In BusinessWeek's 2008 annual list of the 25 most innovative companies, it ranked Toyota, GE, BMW, Disney, P&G and 3M alongside Google, Amazon, Apple and Facebook. What landed these institutions - old and new - on the list was their leadership in producing new technology and products in the face of competition and a lurking economic downturn. As our peers and colleagues push the boundaries of product innovation, how are we embracing innovation in the communications profession? We need to listen to and drive conversations about our product through social media. Almost everyone has a corporate blog by now, but what about an audio or video podcast? Have you used the group feature on YouTube or Flickr to distribute media for an event? Do you have an interest group set up on Facebook, LinkedIn, Ning or MySpace? Have you ever Twittered about a new product announcement, or monitored market trends through Facebook Polls or Google Trends?
Branding in a New and Innovative World Moderated by Deirdre Bigley, Vice President Marketing, IBM Software, Americas	The Corporate brand has arguably been the most protected asset in the marketing arsenal. It has historically been crafted masterfully and with precision through traditional media. But in an era of consumer empowerment and the wane of traditional media how do you let go of this asset to the web world? Or do you? Can you still be and do you want to be the master manipulator?
Online Community: What is the Value Proposition? What are the Rules and Best Practices? Moderated by Robin Carey, CEO and Cofounder, Social Media Today LLC	"Online community" is the hot topic but what does it mean? And what is the business case for forming a community? Should it be to create internal collaboration? Influence the blogosphere and gain insight? Connect to customers and prospects? And where should "ownership" of the community reside? With the "content professionals" of the communications department, either internal or external, or with the customer-facing marketing department?
Innovation Clutter Moderated by Jeff Dahncke, Director, Public Relations, The Pepsi Bottling Group	The term "innovation" is overused. Virtually all companies today tout their innovation prowness, but in reality only a small handful of companies are perceived as ture innovators by outside audiences. Why do the "innovation" messages of some companies stick while so many others fall on deaf ears?
How to make use of technology to communicate your messages innovatively Moderated by Saswato Das, Director, Global Media Relations, Global Communications, SAP AG	In today's multimedia world, there are a lot of ways to get messages out. A look at some ways into how companies, large and small, may harness technology to get maximum impact.
Innovating Communications Through Web Video Moderated by Matt DeLoca, Vice President of Sales, The FeedRoom	We all know about the huge growth in Web Video. This discussion will focus on best practices, lessons learned and case studies of how leading organizations use Web Video to achieve communications goals.
Engaging Your Internal Audience Moderated by Jeremy Dickstein, Director of Business Development Communications, Citi Smith Barney	We will discuss both innovative and old-fashioned methodologies to getting your desired corporate audience's attention. In a world of 24/7 media and new technologies, sometimes the "tried and true" work best for a distracted sales force. The internal field network is often the core of a large company's success or failure and too many fail to pay enough attention to the importance of internal communications. We will brainstorm for what works, what doesn't and how to modify and track your own efforts to be more effective.
B2B Marketing on Social Networks Moderated by Dale Durrett, Eastern Region Sales Manager, LinkedIn	B2B advertising on social networks is definitely growing, and as more business people start to engage, the marketing opportunities will increase. We will spend some of our time talking about how marketers can currently utilize these networks to reach B2B customers; including a few case studies. We will then shift the conversation to what the future holds and lastly we can have a brief ideation session around what you the marketer would like to see the networks offer...
The Need for Speed: How Social Media is Essential in Speeding Innovation Moderated by Augustine Fou, Digital Strategist, MRM Worldwide	The speed of innovation in marketing communications, product development, and even business strategy is a critical competitive advantage in a market landscape where customers are super-savvy users of information to their advantage. Our roundtable session will spend the first 7 minutes exploring examples from the field -- some known, some unknown, and some controversial. Then as a group we will brainstorm around how to use social media -- the collective conversations and actions of customers, evidenced online -- to our advantage; and why it is essential to our survival.
New Technologies, Tools and Innovations in Communications & Marketing Moderated by Adrienne Garland, Vice President Marketing, PR Newswire	Keeping up with the constantly changing communications marketplace is challenging. Additionally, there's no denying that the convergence of marketing and communications is having a real effect within your organization - impacting everything from customer experience to social media to business strategy. We will discuss how new technologies are impacting your marketing and communications approach, and what tools and platforms are helping you to keep up with these changes. We'll also discuss how professional communicators and marketers are determining the most effective mix of new and traditional technologies, tools and techniques that are right for their organization.
Successful Keys to Brand Integration Moderated by Steve Giannetti, Vice President and Group Publisher, National Geographic Magazine	Clients and agencies are looking beyond pages, impressions, and click through rates. They are challenging media brands to develop partnerships that utilize many or all of their assets. National Geographic has taken its global brand from one magazine to one encompassing 4 magazines with over 30 local language editions, a cable channel, robust on-line site, music, and feature films. Learn how National Geographic has leveraged these assets into integrated cross platform programs around the world...
What Works? Innovations in Communication Moderated by Dave Gray, Founder and Chairman, XPLANE	We'll start by defining communication in the broadest sense possible: Communication in the media, communication at home, communication at work, in email and on the web. Then our discussion will focus on communications you have seen or been involved in that resulted in dramatic change in perceptions, behavior and results. What has worked for you? What have you seen that has worked?
Using Content-Based Advertising to Create Innovative Relationships with Media Moderated by Paul Hagar, VP Marketing, Contract Division, Hunter Douglas	Web advertising -- even "rich media" banners -- has generated limited results for both B2C and B2B audiences. To address this challenge, a number of companies have begun creating content partnerships with media to make ad(vertorial) that is effective, compelling, and brings value to the audience. The discussion will address case studies from innovators in this area and share best practices.
Mobile Marketing : The Final Frontier Moderated by Larry Harris, President, Ansible	Mobile is the always on, always connected communication device. Given a choice, we're more likely to pick our cell phones over our wallets when we leave home. The US has 254 million mobile users, and 40 million actively use the mobile internet, and growing. How will brands use mobile to engage their customers in personal and interactive communications? And why will we opt-in?
Helping media companies keep up Moderated by Julia Hood, Publishing Director, PR Week	The digital world has utterly changed the way that media companies need to operate, as well as the way they provide and view content as a whole. The PR industry has a unique opportunity to play an influential role in helping media companies reach new audiences, but most of what is going on is pitching as usual. As the intermediary between the world's biggest marketers and the media, often in the role of counselor and strategist, PR professionals are best equipped to help media companies strategize new content ideas that will resonate with audiences and commercial partners alike. This roundtable will move the conversation past the pitch, and towards true partnership with media companies.
Communicating Innovation While Buying or Selling a Company Moderated by Jessica Luterman Naeve, Managing Director, De Silva + Phillips, LLC	Selling a company presents an immense challenge when it comes to communication from 2 perspectives- first, we want to present companies for sale in the best possible light - but we also want to be upfront and frank about pitfalls before the process goes too far. Similarly, we want to communicate to buyers how innovative companies have been but we don't want to reveal all of our secrets. How do we prepare companies for sale and how do we deal with communicating the innovation that makes a company unique without bringing it down in the process.
3 Screen Engagement: Using Content to Market Content Moderated by Rishi Malhotra, Former Vice President, HBO On Demand and Multi-Platform Marketing, HBO, Inc.	With video devices in our pocket, in our laps, and in our living rooms...there's a critical need for compelling video experiences.More than ever, audiences are discovering new programming through social marketing, "stumble" behavior, and binge watching. Offering a sample of the first episode is often more powerful than the traditional trailer. Smart use of video is pushing the capabilities of marketing, programming, and products. From Mad Men to The Hills to The Wire to Obama's presidential campaign...what are the common denominators in delivering messages on every screen. Now, it takes actual story to engage us at every touchpoint. Let's discuss the shift to 3 screen video dependency.
Innovating Communications Through Cause Marketing Moderated by Heather Nesle, FVP, Community & Philanthropic Services, HSBC Bank USA, N.A.	Communicating Corporate Social Responsibility initiatives is becoming more and more mainstream. We will discuss best practices, case studies and new developments in how leading organizations achieve branding and communications objectives through their CSR programs.
Innovating Lines of Convergence at McDonald's Moderated by Heather Oldani, Director Communications, McDonald's U.S. Communications	In an era of innovation, how does the communications function integrate and collaborate with other disciplines to drive business results? How can communications effectively collaborate with other disciplines in an organization to help shape and drive business strategy. What role should communications play in helping to create the strategy for new product development, marketing execution, etc? How do you manage "lines of convergence?"
Innovating While Greening Your Communications Moderated by Linda Recupero, EVP Public Affairs, HSBC Bank, USA, N.A.	HSBC Bank successfully leverages technology while reducing its carbon footprint. We will discuss case studies that innovate the communications function while achieving green objectives.
Innovative ways to increase revenue opportunities, reduce crisis communications risk, and strengthen customer retention through social media engagement Moderated by Adam Selig, Chief Executive Officer, Visible Technologies	Social Media represents the fastest growing segment of the Web with more than 1 million new articles of content posted to online sites and communities every 24 hours. This growing phenomenon is creating new marketing channels and opportunities for enterprises to improve their business and strengthen their brands as more consumers turn to "peer-to-peer" Web communications as their trusted source of news, information and opinions. By listening and participating in these conversations organizations can identify new revenue opportunities, reduce crisis communication risk and strengthen customer service and retention. Let's discuss how you are or could be leveraging Web 2.0 and Social Media to create new marketing channels to improve your business.