Online Marketing Summit 2010: OMS Day 2

8:00AM

Special Morning Breakfast Session: Social Media in the Enterprise: 5 Keys to Creating Successful Experiences in 2010

With more than 90% of internet users on social media channels, social media is becoming a must-have in any enterprise. But what does that mean? What should a company focus on for best results? And how should it measure return on investment? In this session Ravit Lichtenberg will share her best practices for customer-centric enterprise social media strategy, discuss the ever-evasive ROI and why women are going to be at the core of social media in 2010

• Ravit Lichtenberg, Founder and Chief Strategist, Ustrategy Consulting

8:45AM

Keynote: Wharton Dispels Myths of Social, Viral and Online Marketing through Cold Hard Research 

Hear from Wharton's top minds on the ground breaking research they have done that dispels a lot of common myths when it comes to marketing on the web including the most recent buzz about Social Media effectiveness - be prepared for some surprising revelations!

• Steve Ennen, Director, Wharton Interactive Media Initiative
• Eric Bradlow, Vice-Dean and Director, Wharton Doctoral Programs

9:50AM

Coffee Break

10:00AM

Social Media

Social Media Measurement Best Practices

The Elephant in the Room: Social Media ROI. Walk through a real-world example of how to track ROI and simplify metrics. It really is possible and Mike Lewis will show you how.

• Mike Lewis, VP of Marketing, Awareness

Mobile Marketing

Understanding the Mobile Opportunity

Mobile is here to stay. In fact, it's taking over! This session aims to make sense of the mobile opportunity by defining mobile's reach and impact with consumers as an integrated marketing channel.

• Dan Flanegan, Founder, Brand Anywhere
• Thad Kahlow, CEO, BusinessOnLine

Online Advertising

Online Advertising & Video Leadership Forum

Publishing and online destination leaders like Google (Youtube), MSN, TechWeb and other vertical portals discuss what the future has in store for rich media and video.

• Rebecca Lieb, VP, EConsultancy
• David Rodecker, CTO & Founder, Relevant Ads Inc
• Kris Jones, President, Pepperjam Network
• Mike Hodges, Vice President, Interactive, The San Diego Union-Tribune
• Erik Matlick, CEO, Madison Logic
• Moderator: Rebecca Weeks Watson, VP Business Development, gWallet Inc

11:00AM

Search Engine Optimization

A 3-Step Program to Drive Your Business' Bottom Line Using Natural Search

Converting 'the promise' of SEO into business metrics (and dollar and cents). In this session you'll learn how to define real market opportunity that SEO offers your organization, how to demand business-centric SEO metrics from your search team, and create a company-wide culture that embraces SEO.

• Seth Besmertnik, CEO, Conductor

Integrated Marketing

Fundamentals of Web Marketing

Online marketing strategies have promoted long-term website success and enhanced visibility. Discover actionable ways to spark more website traffic immediately. In this session, you will learn tips and tricks to jump start your web marketing strategy.

• Frederick Vallaeys, Product Evangelist, Google AdWords
• Paul Markun, VP Marketing, Sitecore
• Nicholas Einstein, Dir of Strategic & Analytic Services, Datatran Media
• Kent Lewis, President, Anvil Media
• Moderator: Kelly Cutler, CEO, Marcel Media

Integrated Marketing

Integrated Marketing Forum

Hear from top traditional agencies, interactive agencies and their brand marketing clients as they demonstrate how Integration is executed and optimized.

• Erick Mott, Community Practice Leader, Lyris
• Paolina Milana, EVP Marketing/Media Operations, Marketwire
• Marilee Brusaschetti, Media Communications Manager, Jack in the Box
• Pawan Deshpande, CEO, HiveFire
• Kevin Akerman, Sr Director Global Product Development, Experian Marketing Services
• Moderator: Steve Latham, CEO, SpurDigital

12:15PM

Lunch Keynote: "How We Used Data to Win the Presidential Election"

Of the 129 million people who votes in the election last November, nearly 70 million voted for Barack Obama. Obama's popular vote percentage (52.9%) was the highest for Democratic presidential candidate since 1964 and his margin of victory as the largest ever for a non-incumbent. These are all astounding facts but they are just part of the story; a story about what went into securing those 70 million votes; a story about data.

• Dan Siroker, Co-founder, Spreadly & Former Obama Campaign Online Director

1:30PM

Social Media

Case Study: How to Use Facebook

Going beyond the basics: how Facebook can support every phase of your customer lifecycle.

• Michael Weisfield, Sr Social Media Strategist, BusinessOnline

Online Marketing

Acquiring New Customers with Email and Social Media

Marketers that tap into social networks to drive referral programs are seeing an exponential lift in results over non-social campaigns. By leveraging the latest technology and program strategy, marketers can easily identify and re-market to their biggest brand advocates, creating a powerful new segment that can extend the reach of existing online marketing campaigns.

• Kara Trivunovic, Sr Director of Strategic Services, Strongmail

Website Usability

Usability & Website Leadership Forum

Join this advanced discussion on how leading brands, usability strategies and UX tools are driving innovation and customer experience to the highest level.

• Bryan Eisenberg, Author, When Cats Bark
• Christelle Flahaux, Global Field Marketing, Ariba
• Eric Feinberg, Industry Director, ForeSee Results
• Enrique Gonzales, Web Analytics Manager,AARP
• Moderator: Thad Kahlow, CEO, BusinessOnLine

2:45PM

Demand Generation

Demand Generation Secret Sauce

Learn demand generation secrets in this detailed case study from one of the fastest growing companies today. We share innovative lead nurturing strategies, the latest lead scoring techniques, and the most critical metrics for measuring and forecasting the impact of demand generation on revenue.

• Jon Miller, Author, Modern BtoB Marketing Blog, Co-founder, Marketo

Online Advertising

Mustang Marketing: Ford's Case Study on the Potential of Interactive Advertising Done Right

Learn how Ford Mustang made a real impact online. with the Mustang being the most customized car in the industry, Ford leveraged the Mustang customization culture to promote the new model through an interactive and corresponding rich media customization campaign, which provides users the opportunity to customize and to create their own virtual 2010 Mustang. The results were astounding.

• Sarah Ripmaster, VP of Major Accounts, PointRoll

Web Analytics

Analytics Leadership Forum

"High School Sex" and Integrated Analytics - everyone's talking about it but is anyone really doing it?" Panel discussion about the benefits and challenges of integrating online and offline analytics.

• Bill Bruno, VP Business Development and Technology, Stratigent
• Ali Behnam, Co-Founder, Tealium
• Eric T. Peterson, Author, Web Analytics Demystified
• Matt Belkin, VP Visitor Acquisition, Omniture
• Moderator: Bill Leake, CEO & President, Apogee Search

3:15PM

Break

3:30PM

Analytics

Why Web Analytics Fail Marketers (And How to Stop Failing!)

Do you ever struggle to measure the effect of your online marketing investment? Have you ever asked for reasonable sounding information, only to be given huge spreadsheets or worse, blank states? Are you working for web analytics, rather than having web analytics work for you? If you are, trust that you are not alone, and come hear Eric T. Peterson, one of the most widely recognized experts on digital measurement in the world, explain what you're doing wrong and show you how to do better.

• Eric T. Peterson, Founder & Author, Web Analytics De-Mystified

Social Media and Branding

Brands Becoming Publishers Over Peer-to-Peer Communications

It's 2010 and your customers are now in total control. It's a new era of peer to peer communication and purchasing decisions are now being driven by content, not advertising. For brands to reach their targets and build true customer relationships they must distribute content and engage audiences across a wide range of fragmented digital media outlets, allowing the customer to be in control of the process. Are brands the new publishers?
The traditional content delivery model is breaking down and the line between publishers and brands is blurring. In this session, we will discuss this collision of content providers (publishers) and advertisers (brands), and the success factors brands must adopt in order to find their way into the consumer dialogue.

• Matt Goddard, CEO, r2integrated

Social Media

Using Social Media for eCommerce

Learn how to determine which social media efforts are right for your eCommerce web site and how you can use it to make money. Learn about the budget you’ll need (it’s not all free!), the timeframe, and the kinds of results businesses are seeing from social media. Leave this session knowing exactly how to get started in social media and find out what the must-haves are for any business looking to leverage social media for eCommerce.

• Maria Harrison, Principal, iClarity

4:30PM

Keynote Panel: The Future of Publishing, Advertising and All Things Online

Hear from the CEOs of some of the largest media companies and where they see the entire industry going and what they are doing about it.

• Tony Uphoff, CEO, Techweb (Web 2.0 Summit, Internet Week)
• Matthew Yorke, President, Strategic Marketing Services, IDG Communications
• Jennifer Van Grove, Associate Editor, Mashable
• Matt McGowan, VP & Publisher, Incisive Media (ClickZ, SES)
• Kristin Carroll, VP Media & Marketing, Active Network
• Merritt Colaizzi, Publisher, SmartBrief
• Moderator: Aaron Kahlow, CEO, Online Marketing Connect

5:30PM

Cocktails on the Bay: Join us for Mojitos, Margaritas, Martinis and Marketers

Join your fellow marketers for a meet-up at the renowned Barefoot Bar.

7:00PM

Free Night in San Diego & Sponsored Dinners

Request a list of sponsors willing to buy you dinner or see what informal options are being held.