Totally Wired: What it means to market to a generation raised on the Internet

Anastasia Goodstein is an award-winning blogger and often-quoted expert on American tweens, teens and early twentysomethings. Ypulse.com reaches a highly influential audience of agency, brand and media executives as well as social marketers trying to reach youth. The blog has been featured in several leading publications including USA Today, BusinessWeek, Forbes and Fast Company.
• Gain a better understanding of the role technology is playing in the lives of teens and tweens
• Hear case studies of totally wired marketing campaigns that "get it" and one that missed
• Get tips on how to reach totally wired teens in a way that both respects and empowers them
• Gain a better understanding of the role technology (and especially social networking) is playing in the lives of teens and tweens

Anastasia Goodstein, Publisher, Youth Pulse

Engagement Marketing: Turning Beboers Into Your Brand Advocates

The Web 1.0 Advertising era is over, targeted banners are now a tangential part of the new web 2.0 advertising. Web 2.0 advertising is all about engaging the consumer with great content and turning them into brand advocates – they have the power to spread your message virally via the tools made available on social networking sites.

• Web 1.0 advertising is over
• Web 2.0 advertising is all about ‘engagement marketing'
• Social networking sites are the perfect vehicle for web 2.0 advertising. They have an engaged audience ready and willing to spread your brand's message; as long as the content is engaging them!
• Creating content driven sites that flourish and grow
• The relationship of video and engage marketing

Jim Scheinman, President Business Development and Sales, Bebo

Sweet Engagement: Creating The Viral While Avoiding The Plague

For millions of people around the world, the summer of 2006 was the season of the "Mentos Geyser", a popular craze that involved dropping Mentos® candies into bottles of diet soda to create an instant and dramatic gush 10-15 feet high. How did Perfetti Van Melle USA, makers of Mentos® and Airheads® candies, respond to this sudden phenomenon? What did they learn as marketers of a niche brand perhaps best known for its quirky "Freshmaker" Mentos TV ads of the 1990s? How might "virality" shape future marketing programs for the company's brands?

• Gen Y: Virality vs. The Plague
• User-Generated Content & Brand Authenticity
• Cultivating Brand Affinity
• The Internet as the New Town Square

Pete Healy, VP, Marketing, Perfetti Van Melle USA

Meeting Your Customers in Virtual Worlds

Glenn Fisher, Linden Lab

Create Online Loyalty PRograms: Kid Friendly and COPPA Compliant

Denise Tayloe, Privo, Inc.

Yes, You Can Measure the ROI of SocNet Campaigns

Are 80,000 friends enough to qualify a campaign as a success? What do the big brands with the big budgets look for from the socnets?
• A guide to ROI expectations on the socnets
• A competitive overview of hits and misses in the teen social space
• Tips for staying informed and smart in a rapidly changing environment
• Putting the brand back in control, even when the consumer "owns" the brand

Amy Gibby, President, eCRUSH.com/eSPIN.com

Rejuvenating the HP Brand for the College Market. A Triumph in Viral Marketing

HP has a high level of awareness in the marketplace and is a very reputable brand but lacked a general sense of uniqueness, or a "hipness" factor. A new global marketing campaign was created to deliver the WOW factor and reach the youth market with enough viral mojo to keep the campaign fresh. Viral Marketing is key to augmenting the brand. Light Touch - balancing act of not overtly pushing the brand but generating interest and bringing people to a website where they can choose the information they want. Partnerships with companies that understand how to reach the market are key (MTV-U). Breakthrough creative plays a huge role – TV ads that generate viral distribution to an untapped audience.

David Roman, Vice President, WW Marketing Communications, HP Personal Systems Group, HP