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BE AHEAD OF THE CURVE. . .
MONDAY, OCTOBER 11 "Sell, or Else" in the 21st Century
While the economy has been turning up, the pressure on feeding the sales pipeline is not going to let up. Many of the keys to successful selling are enduring, but technology, especially social media, is transforming the sales process, with much of the change happening at the grass-roots level. Salespeople are becoming their own content providers by blogging and uploading video to YouTube. Many are using Twitter to develop and nurture their own leads. And all have had to adapt to selling to consumers and businesses that have been empowered with easy access to the latest information. To uncover insights on what this revolution might mean for sales and marketing organizations, OgilvyOne embarked on an in-depth global research project. Brian Fetherstonhaugh, Chairman & CEO of OgilvyOne Worldwide, and Todd Herman, recently crowned the “World’s Greatest Salesperson” in a contest sponsored by OgilvyOne, will share the findings and show how you can improve sales productivity in today’s world. MONDAY, OCTOBER 11 Next Generation: The Audience Centric Web
For those who buy and sell advertising, the internet remains a murky place when it comes to understanding whether you’ve reached your target or achieved the desired brand and sales impact. Until now, we’ve had metrics such as demos, clicks, impressions and page views, but those metrics lack context since they don’t identify where the people that brands really need to reach are or reveal the impact a campaign had on brand perceptions as well as behaviors like sales. Join John Burbank, CEO Nielsen Online, as he discusses what advertisers and publishers need to do to embrace the “audience-centric web” MONDAY, OCTOBER 11 Enhance Consumer Insight with Social Media
In this session, you will gain insights for new ways to build profiles based on customers’ needs, indicated by the topics that are important to them and the sentiment they apply to those topics. In addition, you will gain an understanding of the strategies needed to take advantage of this enhanced consumer insight. We will explore the benefits of “going to where your customers are,” including how enabling social and mobile direct communications with your customers can improve your digital marketing. You will also gain ideas for harnessing data to create a social media communications plan based on the knowledge of where your customers’ converse and what issues are important to them. Learning Points:
TUESDAY, OCTOBER 12 Global Marketing - Delivering One Voice in Many Languages
Gina Poole and Pam Evans will share insights from the IBM Smarter Planet Campaign and how digital media have played a key role in driving a consistent message adapted to local markets. This will include best practices and a review of the model IBM uses to ensure that its message is relevant, leveraging IBM clients to tell our story and using online behavior and response analytics to improve content, offers and lead generation. Collaboration and social communities played important roles in amplifying this campaign message, the positive image of the brand and the returns from these marketing investments. Learning Points:
TUESDAY, OCTOBER 12 Integrating Online and Offline Data for Digital and Direct Marketing
The world of data has changed irrevocably over the past 18 months. In this session Jonathan Margulies, Director at Winterberry Group, will discuss how the collection, integration and utilization of marketing data across offline and online channels has changed becoming more predictive and more complicated at the same time. With a panel of industry leaders working with ad networks, publishers, data cooperatives and the technology platforms that power the new data engines, Mr. Margulies will break down the market, discussing legislative issues, pricing, ownership and the role of compilers, brokers and technology in the new data paradigm. Learning Points:
TUESDAY, OCTOBER 12 How to Use Your DM Advantage and Win the Game of Social Media
What do direct marketers, gaming, and cell phones have in common? They are the keys to success in the next wave of social media marketing. Let’s begin by applying what you already know about incentives, proof of concept, objection selling and upgrades and show you how to make the creative and playful transition to social media. By combining Convergence Marketing with successful gaming and social media marketing, you’ll learn a win/win approach that will challenge you to unleash your creativity and move your campaigns beyond anything you’ve ever achieved before. Social media is not a destination, it’s a mercurial platform. And as this current cycle hits its saturation point, we’ll look at where the trends are heading over the next few years to help guide your planning process toward unprecedented profit. Here’s your chance to learn from success stories in Facebook, Twitter and blogging so you can leverage dialogue, continuity and acquisition strategies to push your creative outside the box. It’s time to play. Learning Points:
TUESDAY, OCTOBER 12 A New Direct Medium Called …Television
What media do consumers spend the most time with? The television is still the king of consumer media consumption. Now, TV is becoming interactive. Learn how to leverage the interactivity possible from set-top-boxes in millions of homes, and how your ads can now have all the power of direct marketing’s measurability in a 30-second spot. Imagine giving consumers the ability to request information, a product sample, or a coupon from the media in front of which they spend the most time. All with the push of one button. Learn why Forrester Research has identified interactive TV as an emerging marketing channel for brands who need to demonstrate the “…stricter accountability that has driven direct marketing spending from the mail and digital eras.” No more asking consumers to remember 800#s or URLs for later. Instant gratification for the consumer and measurable results for the marketer can now be had with the use of Canoe’s national interactive TV platform. TUESDAY, OCTOBER 12 Leveraging the “Voice of Your Customer” to Achieve Significantly Greater Engagement and Sales Across Social and Traditional Media
Join Relationship Marketing thought leader Ernan Roman and Tom Ryan, CEO of Threadless.com, the crowdsourcing success story, to learn how innovative marketers are leveraging the “Voice of the Customer” to drive unprecedented levels of customer engagement and sales. Learn the important findings from 5 years of “Voice of the Customer” research efforts which have identified 4 emerging mega trends today’s marketers must incorporate into their Relationship Marketing strategies: Three-dimensional web site experiences, Reciprocity of Value, Voice of Customer driven relationships, Insatiable hunger for information, across social and traditional media. Threadless.com has become the poster child of the “crowdsourcing” trend it pioneered and was named by Inc. Magazine in 2008 as “the most innovative small company in America.” Their success is built on a simple, revolutionary premise: the art for their custom tees is sourced from an ongoing open call for tee shirt submissions. Once designs are submitted, the community of over 1 million users cast their votes, which helps determine which designs become tee shirts. A study conducted by Sloan Management Review found that 95% of those purchasing shirts at Threadless.com have voted and posted comments on some of the community’s designs before making a purchase. This level of voice of customer driven engagement has resulted in impressive sales growth and profit margins. Learning Points:
TUESDAY, OCTOBER 12 Corporate Risk and Responsibility in a Web 2.0 Environment
In today’s “Internet Age,” consumers turn to the Web as their primary source of information about your life, career, and business. It is more important than ever to monitor your business’ presence online and proactively protect your brand’s online reputation. Search engines offer easily accessible information about a brand for consumers and, with the influx of social networking sites, blogs, micro-blogs (Twitter) and user-review sites (Yelp), there is an ever-increasing amount of information on the web and no regulation. What are we to do? Michael Fertik will aim to educate the audience on how businesses and their key executives can separate themselves from competitors, enhance their visibility to consumers, and actively control the information about their business that is available to the general public, all by leveraging ORM techniques. Fertik will walk through the related corporate risks, privacy issues, cutting edge marketing tools, and the latest relevant online legislation. This session will provide a comprehensive overview on Online Reputation Management for professionals, corporate brands, and individuals in a Web 2.0 world.
TUESDAY, OCTOBER 12 Traditional vs. Digital – Which Agency Model Will Dominate in the 2010s?
In the early 2000s, larger ad shops were acquiring digital agencies in the quest to push for richer analytics and a clearer understanding of how online can better integrate with offline. But now the tables have turned, as many digital agencies are acquiring these traditional shops and becoming increasingly “full service” agencies of record, and winning BIG as a result. McAfee hired Tribal DDB as its AOR in 2008, AKQA was named the lead agency for Nike India in 2009, and SapientNitro won Target and Coca-Cola, just to name a few examples. Are emerging digital agencies ready to become full service and take on the big ad shops as agencies of record? Is the “traditional” agency model dead in the age of online? Hear from a senior corporate strategist, digital agency, traditional agency, advertiser, and major brand with their thoughts on the digital vs. traditional battle.
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Session Tracks
