BlogHer Business '10 Agenda

Day 1: Thursday, August 5, 2010
Time Event
8:00am - 9:00am Breakfast
9:00am - 9:45am Welcome and State of the Social Media World
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Featuring BlogHer Co-founders: Elisa Camahort Page, Jory Des Jardins and Lisa Stone

BlogHer’s Social Media Matters Study provides rich data about how women online are turning to social media to support their day-to-day decision-making and their leisure needs. But surprisingly, there was another story beyond the continued (and expected) growth and domination of social media adoption. Turns out that within the active social media user cohort there are different profiles. From the active bloggers who consume traditional media, laptop at the ready to the newly-addicted social gamers, learn how women online are allocating their limited attention, and what that means for your marketing efforts.

9:45am - 10:45am Morning Keynote: Funding social media marketing programs: Where you gonna get the money?
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This frank and fearless discussion will explore the many ways in which social media is being funded, and what brands and agencies and communicators must do to get the dollars they need to fund the initiatives that they want to launch. Social Media is part advertising, part word of mouth, initiative-driven, promotionally-relevant and a great research tool. Does the money come from Media, PR, promotion, research, event, and/or product development budgets, or all of the aforementioned? BlogHer EVP and industry veteran Gina Garrubbo moderates a discussion with social media budget-wranglers extraordinaire, including Unilever’s Phyllis Joseph, MEC Global's Andrea Wolinetz and PepsiCo’s Bonin Bough. These panelists are navigating new waters, collaborating across departments, brands and approval levels to get big, innovative, market-changing social media initiatives done.

10:45am - 11:00am Break
11:00am - 11:30am Best Practices Case Study #1: The Estee Lauder Companies Inc. Breast Cancer Awareness Campaign
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Seeking to build on its historically strong offline marketing for Breast Cancer Awareness, The Estée Lauder Companies Inc. first took the campaign to digital and social media in 2008, and extended it even further in 2009 with a new campaign that began by generating a groundswell of support from bloggers. Augmenting its global “World PINK” campaign, the company conceived as its social marketing translation the “World PINK Mosaic,” a participatory, shareable virtual tapestry of faces and stories that speak to a world united to conquer breast cancer. Catapulted by enthusiastic bloggers who were among the first to engage with and share the Mosaic, as well as other social media including Twitter, the campaign quickly traveled the world – accomplishing its key goal of raising all-important awareness. Marisa Thalberg, who leads digital marketing across The Estée Lauder Companies portfolio of brands as VP, Global Digital Marketing, discusses this marriage of social marketing to social causes with Dina Fierro, Executive Director of Fashion and Beauty at social media agency Attention! USA.

11:30am - 12:45pm Networking Lunch
12:45pm - 1:15pm Best Practices Case Study #2: Sprint - The Family Connections Program
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Seeking to forge relationships with the women who are likely decision-makers for family mobile plans, Sprint and their agency Mindshare teamed with BlogHer to launch the Family Connections program. A long-term program that allowed Sprint to provide technology, support relevant conversations and gain insights into their target customer, the Family Connections program exceeded Sprint's expectations, while creating evergreen content. Sprint program manager Sara Devine is joined by Mindshare's Chris Victor and the BlogHer editor who managed community content and engagement, Rita Arens, to discuss the win-win-win for brand, publisher and community.

1:30pm - 2:45pm The FTC Guidelines, One Year Later
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The FTC Guidelines have been a hot topic for the majority of the year – but have they had any significant impact on how marketers and bloggers do business? What changes have we seen in social media marketing as a result? What kinds of enforcement actions have been taken? Are you and the brands or bloggers you work with in compliance with the new rules? BlogHer's co-founder and COO, Elisa Camahort Page, will explore compliance with Stacey Ferguson from the FTC, attorney and blogger Liza Barry-Kessler and WOMMA’s Executive Director, Kristen Smith.

Twitter and Facebook: Let’s talk specific implementation strategies
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Social media marketing is not about just capturing eyeballs – it’s about capturing hearts and minds and building long-term relationships with your customers. Maria Niles, Project Manager at BlogHer, moderates the conversation with Ekaterina Walter, Social Media Strategist at Intel, Gayle Weiswasser, Vice President of Social Media Communications at Discovery Communications and Terri Holley, founder and small business social media strategist at Creative Blog Solutions. They'll discuss specific and successful ways to integrate Twitter and Facebook into corporate social media plans; how to determine who should implement and oversee social media within organizations, and how to listen and respond when you find yourself in a potential crisis communications situation.

Ketchum presents: Consumers Are Co-Brand Managers: Are You Listening?
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As consumers, especially women, grow ever more connected, they are also more aware of, responsive to, in control of, and even amplifiers of the branded communications that target them. They are so plugged in to the brands and companies they interact with that they have essentially become co-brand managers with those who have the official title. How are you listening to and engaging these critical influencers and purchasers?

Recently-released research on these connected consumers paints a very clear picture for marketers, with findings that may surprise you. What’s the #1 action such consumers are willing to take if your brand or company does not listen to them? Find out what consumers say they will and will not do. Kelley Skoloda, partner at Ketchum and author of Too Busy to Shop: Marketing to Multi-Minding Women, will host a panel discussion with companies that are both listening and adapting. These brands will share real-world experiences, real-life stories and real insights as this lively discussion unfolds with panelists that include: Kristin Suppelsa, Vice President and Manager Communications Support, Liberty Mutual; Jonathan Kopp, Partner & Global Director, Ketchum Digital and Beth LaPierre, Chief Listening Officer at Kodak.

2:45pm - 4:00pm The New Digital Organization
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Who owns digital strategy? These days it can be the PR Agency, the Media Agency or the Digital Agency. It depends on the expertise you have in-house. BlogHer Sr. VP of Advertising Sales Debbie Wogan moderates a discussion among Andy Markowitz, Director of Global Digital Strategy at GE, Stephanie Agresta, EVP of Digital Strategy and Social Media at Porter Novelli, Dawn Winchester, EVP and Chief Marketing Services Officer at R/GA, and others who have either bolstered or transformed their teams to become digitally-focused. Learn how these groups:

  • - Hire. What competencies are they requiring to make their teams competitive?
  • - Organize. How have they structured their company/department to take on digital strategy and play well with other departments/agencies?
  • - Work with their clients—be it a brand or an internal client, to build consensus around their plans
Measuring and Monitoring: The Case for Social Media Marketing
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Whether you are hesitant to test the social media waters, have jumped in fully-committed, or register somewhere on the spectrum between the two, measuring and monitoring your engagement is necessary for success. Join Jory Des Jardins, co-founder of BlogHer, as she moderates a discussion with Daina Middleton, CEO at Performics, Lynne d Johnson, SVP, Social Media at the Advertising Research Foundation and Nichole Goodyear, co-founder and CEO at Brickfish, about analyzing traffic, messaging, influence, ROI and the true value of customer relationships within the digital space.

Parenting Magazine Presents: Is Your Messaging to Moms Outdated?
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Get a pre-release sneak peek at a recent joint study conducted by Parenting Magazine and BlogHer, Inc. that explores the intersection of parenting and technology and discover why your messaging to moms might be old news, especially when it comes to technology and consumer electronics. The bottom line: Fear no longer sells with this crowd. Moms may be reasonably cautious about their kids and technology, but it doesn't stop them from being avid users themselves...for leisure, for efficiencies and even to forge deeper family connections! Does your messaging reflect the new tech-savvy reality? Jennifer Preston, Social Media Editor at The New York Times, moderates this panel with Parenting Magazine's Chief Strategy Officer Nancy Hallberg and BlogHer's Director of Market Research Jane Collins. Together they will review the results and spark a larger conversation about marketing to moms about and with the latest social technologies.

4:00pm - 4:45pm Break
4:45pm - 5:15pm Best Practices Case Study #3: Lion Brand Yarn - The Craft of Community
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Lion Brand Yarn built their social media success by developing a voice that was more "friend" than "corporate representative". After launching a blog and podcast in 2007, Lion Brand Yarn discovered that customers who engaged via the blog and other forms of social media were more likely to make a purchase. Using this information, they developed blog topics that increased revenues, improved customer loyalty and featured customer insights. Join Lion Brand Yarn’s Vice President of Marketing, Ilana Rabinowitz, agency account consultant Paull Young, from Converseon, and Grace Jones, a consumer who was named “Star Contributor” by Lion Brand Yarn, to learn the secrets of their social media engagement across multiple platforms.

5:15pm - 6:15pm Closing Keynote: Being a Social Media Champion
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Integrated social media strategies are slowly becoming the rule, rather than the exception at Fortune 500 companies. The companies that are charging ahead tend to have a couple of things in common: An executive level internal champion, willing to be a social media champion in the C-Suite and the Board Room, and a consultative evangelist who helps them make the case. These are the companies who are charging ahead, taking the risks and reaping the measurable rewards. Carol Hymowitz, Editor-in-Chief of ForbesWoman, moderates this conversation with Sandy Carter, Vice President, Software Group Business Partners and Midmarket, and Social Media Evangelist at IBM Corporation; Jory Des Jardins, co-founder of BlogHer, Inc.; Diane Hessan, CEO of Communispace; and Lesley Pinckney, General Manager of Essence.com.

6:30pm - 8:00pm Thank-You Reception