Authentic Communications

8:30 a.m. - 9:00 a.m.	Registration & Breakfast Networking in the Exhibit Hall
9:00 a.m. - 9:15 a.m.	Welcome Remarks Steve Etzler, Founder and CEO, Business Development Institute Susan McPherson, Vice President, PR Newswire
9:15 a.m. - 9:45 a.m.	Case Study: How Consumers and Marketers are Using Wikis to Connect Angelique Shelton, General Manager, Wikia Inc., Wikia.com Wikis are starting to eclipse blogs and forums as the preferred gathering space for communities with passionate interests. Angelique will share how and why the audience for Wikia's 6,000 wiki communities has grown from 2 million to over 20 million monthly visitors in a short period of time. She will also discuss how leading brands in both the gaming and technology space are leveraging wiki communities to better connect with their market and join the conversation.
9:45 a.m. - 10:15 a.m.	Case Study: Waste Management: Think Green = Profit Through Sustainability Lynn Brown, Vice President Corporate Communications, Waste Management Inc. Waste Management has been thinking green www.thinkgreen.com since 2003. While many don't realize it, Waste Management has been operating as a green company since well before it was a fashionable thing to do. Now that the world has awakened to the green movement, Lynn will share the successes and challenges with authentically communicating this message for the $14 billion company.
10:15 a.m. - 10:30 a.m.	Break and Networking in Exhibit Hall
10:30 a.m. - 11:00 a.m.	Case Study: TripAdvisor - Role Model of Authenticity Brian Payea, Trade Relations, TripAdvisor TripAdvisor-branded sites make up the largest travel community in the world, with more than 25 million monthly visitors, five million registered members and 10 million reviews and opinion. Featuring real advice from real travelers, TripAdvisor is a fascinating example of authenticity at work. Brian Payea, a Trade Relations leader for TripAdvisor will share how they built a large active community based on authenticity.
11:00 a.m. - 11:30 a.m.	Case Study: OfficeMax's "ElfYourself" Digital Campaign Breaks All The Record Books Anne Bologna, Founding Partner and President, Toy, New York OfficeMax's ElfYourself Digital Campaign boasted 26.4 million online visitors, "nearly one in 10 Americans", according to Advertising Age magazine, making it one of the most successful online initiatives ever. Anne Bologna, founding partner and president of Toy, New York, the ad agency, who came up with the concept, will share her perspectives on how and why the campaign was so successful.
11:30 a.m. - 12:00 p.m.	Case Study: Lessons Learned From Southwest Airlines' Social Media Projects Paula Berg, Public Relations Manager, Southwest Airlines A blogger once wrote that Southwest Airlines was riding the blogosphere "like a wild horse." Ask anyone on the Southwest Communication Team, and they'll agree that it has been a wild ride. For more than two years, Southwest Airlines has navigated the uncharted territory of Social Media – first, with its award-winning corporate blog, Nuts About Southwest, and later with tools such as YouTube, LinkedIn, and Facebook. Along the way, Southwest has experienced both highs and lows, but they keep saddling up for more. From virtual riots to an industry crisis, Southwest has learned how to leverage today's social media tools to successfully support Company efforts. Through real-life case studies and examples from the last two years, the Southwest Team will show you how to effectively make, manage, and maintain successful online communities and share every lesson they've learned along the way.
12:00 p.m. - 1:30 p.m.	Lunch and Networking in Exhibit Hall
1:30 p.m. - 2:15 p.m.	Breakout Session 1: Measurement and ROI Moderator: Paull Young, Social Media Strategist, Converseon Allison Murphy, Media Monitoring & Measurement Specialist, PR Newswire Kirsten Osolind, Founding CEO, RE:INVENTION Marketing & PR Steve Rubel, Author, Micropersuasion Blog & Senior Vice President, Director of Insights, Edelman Digital Breakout Session 2: Web Video's Key Role in Authentic Communications Moderator: Doug Simon, President and CEO, D S Simon Productions Inc. Tejpaul Bhatia, CEO, MediaMerx Matt DeLoca, Vice President of Sales, The FeedRoom Jessica Lutterman Naeve, Managing Director, Desilva + Phillips, LLC Breakout Session 3: Word of mouth's role in authentic communications Moderator: David Binkowski, SVP, Word of Mouth Marketing, MS&L Mindy Finn, Former Director of eStrategy, Romney Campaign Jody Ordioni, President, BRANDEMIX
2:15 p.m. - 3:00 p.m.	Break & Session Change in Exhibit Hall
3:00 p.m. - 3:50 p.m.	Breakout Session 4: Convergence - Leveraging data from other communications disciplines form more effective integrated programs Moderator: Mike Monello, Director, Campfire Bruce Kasanoff, Co-Founder, Multiverse Labs Darren Marshall, Senior Vice President, Research, rEvolution Breakout Session 5: How to get budget for authentic communications and social media investments Moderator: David Herrick, General Manager, Kaplow Bill Flitter, CEO, Pheedo John Hellerman, Partner, Co-Founder, Hellerman Baretz Communications LLC Steve Rubel, Author, Micropersuasion Blog & Senior Vice President, Director of Insights, Edelman Digital Breakout Session 6: Connecting with different generations (Millennials, Gen X, Baby Boomers) Moderator: Julie Barko Germany, Director, GWU's Institute for Politics, Democracy & The Internet David D. Burstein, Director and Producer, I'm 18 in 08 Guy Forestier-Walker, SVP Director, Strategic Planning, MPG Matt Wolfrom, Executive Vice President, Cohn & Wolfe
3:50 p.m. - 4:00 p.m.	Break & Session Change in Exhibit Hall
4:00 p.m. - 4:50 p.m.	Breakout Session 7: Future trends and technologies in communications Moderator: David Rose, Managing Principal, Rose Tech Ventures Dan Burstein, Managing Partner, Millennium Technology Ventures Brian Cohen, Principal, Know Ventures, Inc. David Weiner, Emerging Media Specialist, PR Newswire Breakout Session 8: Authentic Communications Careers Moderator: Katie Donovan, Business Development Manager, SEMPO Institute Sara Holoubek, Free Agent Consultant, & SEMPO Board of Directors, SEMPO Institute David Miller, SPHR, U.S. HR and Talent Acquisition Manager, Hill & Knowlton Steve Seeman, Vice President, Makovsky + Company
4:50 p.m. - 6:00 p.m.	Networking Reception in Exhibit Hall