 | Agendadigiday:APPS General Session 9:00am - 5:30pm. A Networking Event Follows The Conclusion of The Program    WE ARE CURRENTLY PROGRAMMING THE CONFERENCE - PLEASE CONTACT TAMEKA@DM2EVENTS.COM FOR SPEAKER AND SESSION REQUESTS
AGENDA FROM OUR PAST EVENT IN DECEMBER 2009:
8:45am: Kick Off Breakfast Workshop: Creating an Eco-System to Engage Your Audience, Fans and Customers. Marketers and publishers have more tools available to them than ever to engage with their Audiences, Fans and Customers. The problem is, the Social Web often appears to be chaotic and highly disconnected. Creating a cohesive strategy can be extremely challenging, but when done right, it can create some very powerful results. This workshop will discuss the opportunities, pitfalls and best practices drawn from some of the best industry case studies. Presenter: Michael Chin, Senior Vice President, Marketing, KickApps
9:30am: What's the Happs in APPS? Quattro teamed with DM2PRO.com to conduct the second State of the Industry Survey on Apps, asking all the key questions you want answered, including: What platforms will be the winners in 2010? How do marketers judge the success of their apps? What strategies are most successful for promoting them? Why are some folks sitting on the sidelines – and what would make them jump in the pool? Learn the answers, and see some examples of what leading companies are doing today, in this enlightening session. Presenter: Lynn Tornabene, CMO, Quattro Wireless
10:00am: The App In Entertainment: The Onion Microfiche iPhone App: You are clearly a busy person, otherwise, you wouldn’t have such an important phone. With over 20 years of Onion headlines, such as “Nationʼs Dog Owners Demand to Know Whoʼs A Good Boy” and “Waitress Too Attractive For Man To Order Nachos”, the nations leading sartorial newspaper turned to Carrot Creative to design and build an iPhone app that allows users to search through and scroll thousands of headlines, without all those pesky articles attached. A company culture match made in heaven, find out how Carrot Creative got a chance to do a tongue-in-cheek App that pokes fun at the very industry they thrive in. But it wasn’t all fun and games; limitations and grumpy consumers taught the crew at Carrot some important lessons. Hear how Carrot Creative designed and built one of the Top 15 paid news applications-- and in the process learn to have fun with your clients, but still land a number one download spot on tunes with a successful application. Presenter: Mike Germano, President & Creative Director, Carrot Creative
10:30am: Networking Break
10:45am: Spotlight Presentation -- From Content to Commerce: Branded Apps Branded content and social media guru Avi Savar will discuss best practices for Brands looking for opportunities in social and mobile applications. He will share some basic principles for success across the branded content spectrum . Does your app pass the 6am test? Who's App is Anyway? If You Build it Will They Come? Avi will cover the key topics helping take your app from content... to commerce. Presenter: Avi Savar, CEO, Big Fuel Communications
11:00am: Should Every Brand Have an App?: These days every brand seems to have an app, from Pepsi to Ralph Lauren, from Kraft to Whole Foods. But should every brand have an app? What makes or breaks a branded app? What makes a good branded app? Or a bad one? How does a brand develop an app with staying power? What are the keys to successfully integrating apps in an overarching marketing plan?
Cameron Clayton, Vice President of Mobile at The Weather Channel Interactive
11:45am: The Dollars and Sense of Apps as Commerce: From Pizza Hut's pie-ready mobile app to the sale of virtual goods inside Facebook apps, to Condé Nast reinventing the app as digital magazines-- commerce within apps is exploding. How are apps helping monetize social and mobile marketing? Does the bottom line fulfill their promise and potential? Which brands and publishers have best leveraged apps for commerce? Are consumers ready to purchase through apps? Further, what is the potential for in-app purchases within free apps? How does in-app commerce change how developers package and market a new generation of apps? Katy Kelley, VP of Communcations, Carrot Creative Krishna Subramanian, Co-Founder, Mobclix
12:15pm: Apps Get Real: gravitytank, an innovation consulting firm, recently conducted 20 ethnographies, surveyed 1,000 people, and interviewed app developers about mobile apps. The results from the study, called “Apps Get Real,” show the different ways in which these programs are changing the way people spend their time, organize their lives, and interact with brands. Presenter: Teaque Lenahan, Associate Partner, Gravitytank
1:40pm Apps Case Study Showcase: iPhones are leading the charge, but the smartphone business overall is exploding. Learn how imc² and Pizza Hut developed an iPhone application that connected with its consumers and increased online sales. In addition, you'll learn about the behavior of iPhone and smartphone users, how brands are making the most of the opportunity, and how to deliver on a variety of brand objectives by leveraging smartphone applications as part of your integrated marketing mix. Presenter:
2:00pm: Build vs. Buy: The Biggest Question: Brands and publishers take off their gloves. When is the right time for a brand or publisher to invest in building, distributing, and promoting an app? Or is it a better bet to skin an existing app? What are the best strategies to facilitate an app's discovery? The flood of apps on the market makes it challenging to get newly released apps noticed by users-- what are the ways to stand apart from the crowd? The panelists offer tangible examples supporting their results with apps. Speakers: Jenny Burrington, Director of Advertising Sales, Greystripe
2:30pm: Networking Break
2:45pm: Customer Conversations: Are Apps A Shout Out or a Deep Discussion? How are today’s marketers using mobile and social apps and new digital platforms to reach the customer in innovative and interesting ways? Marketers, brands, studios and agencies share their experience and data. Lori Schwartz, SVP, Director of Emerging Media, Interpublic Emerging Media Lab
3:15pm: Spotlight: 2012’s Blockbuster App Campaign: Never before has a date in history been so significant to so many cultures, so many religions, scientists, and governments. 2012, the epic adventure about a global cataclysm that brings an end to the world and tells of the heroic struggle of the survivors, first told movie-goers about the blockbuster through a major Facebook social media app campaign. Michael Burke of appssavvy and Deborah Lammon of Universal McCann take you to the year 2012 and the adventures with apps. Presenters: Michael Burke, President, appssavvy and Deborah Lammon, Associate Media Director, Universal McCann
3:30pm: Apps Case Study Showcase: New Content Platforms I -- Apps and Social Media Outreach: A first time look at how Toyota used Facebook and iPhone applications to promote the launch of the 3rd Generation Prius. Toyota and Saatchi & Saatchi L.A. share case studies and learnings on each. Presenters: Doug Frisbie, National Social Media & Product Integration Manager, Toyota Motor Sales and Uwe Gutschow, Interactive Strategy Director, Saatchi & Saatchi L.A.
3:45pm: Apps Case Study Showcase: New Content Platforms II -- Apps and Social Media Outreach: Discover how Oakley, the world-renowned manufacturer of high performance products, leveraged the power of mobile ad social apps that enabled this “big brand” to go beyond and integrate Oakley branding seamlessly into more contextually relevant content, and creating a more engaging user experience. Presenter: Cathleen Ryan, Director of Account Services, MEA Digital
4:00pm: Customer Conversation Case Study: Windows 7 generated huge buzz in the social web and blogosphere even before its launch. So how could the Windows Marketing team use that opportunity to harness and showcase the genuine passion and excitement our customers have for Windows 7? The team created a first-of-its-kind customer storytelling site – the Social Media Hub, www.Windows.com/social - that pooled customers’ stories from across multiple social channels. Come hear how the team leveraged Microsoft’s own technology, LookingGlass, to bring real customer conversation to Windows.com and see how the Social Media Hub became the cornerstone for the Windows7 Social Media launch. Presenter: Marty Collins, Group Marketing Manager, Windows Digital Marketing
4:15pm: Spotlight: Avatar. James Cameron. The biggest and most expensive movie release of all time. How did 20th Century Fox, LG, MTV, Facebook, Mindshare and Gigya come together to deliver a groundbreaking social experience, driving word of mouth about the film on Facebook, Twitter and MySpace? See how the unique combination of Facebook app, brand page and live interactive event running real time on both Facebook and MTV.com delivered engagement and buzz for the theatrical release and all of its brand partners. Ben Pashman, VP of Sales and Business Development discusses the strategy, enabling social technologies and results of this unique collaboration. Presenter: Ben Pashman, VP of Sales and Business Development, Gigya
4:30pm: Survival of the Fittest: Darwin's Law of Apps: There are 350,000 apps on Facebook yet only 250 have audiences of more than a million. An evolution has and is taking place and the iPhone and its 85,000 apps are next. In a flooded app market, which apps will survive? Consumers are smart-- it doesn't take long for them to sort the good from the merely mediocre; many apps will die on bad reviews or linger in obscurity. Only apps that add value day-in and day-out, offer utility, and think of the user first will stand the test. How can content creators, brands, and publishers develop apps that cut through the clutter and thrive in the highly competitive app market? Moderator:
Michael Waghalter, Executive Director, Business Development, E! Networks Sean Phinney, VP, Business Development, Playdom
5:00pm: Expert Q&A: The Next Generation of Cross Platform Content Innovation. Bryan Perez, SVP & General Manager, NBA Digital sits down with Vince Thompson, Managing Partner of Middleshift to discuss how content is being consumed across diverse platforms—and how applications fit into NBA Digital’s overall strategy. What are the key hurdles to the deployment and successful monetization of applications? What are the opportunities—and limitations—for e-commerce in current app platforms? Should forward-thinking publishers be platform agnostic? Bryan and Vince talk shop and more in this in-depth Q&A. Speakers: Bryan Perez, SVP & General Manager, NBA Digital Vince Thompson, Managing Partner, Middleshift, Digital Revenue Consultancy
digiday:APPS Networking Hour: The Networking function will allow attendees to continue to carry on conversations after the general session and sessions conclude. It will give attendees a chance to discuss the ideas, sessions, debates presented at the event over food and drinks. |
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