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New York - 2011 - Agenda Pre-Conference June 15, 2011
9:00-‐9:05 Welcome and Introduction Michael Becker: Managing Director, North America; Mobile Marketing Association
9:05-‐12:30
The Universal Truths of Mobile Marketing: A Mobile Marketing Association Educational Workshop Join us to learn the universal truths of mobile marketing. You’ll develop the following:
• An understanding of the mobile consumer and their universal behaviors and attitudes • A familiarity of the latest mobile capabilities, technologies, standards and guidelines • Actionable steps on how to develop and execute a successful, industry compliant, mobile marketing
strategy • A roadmap to navigating the mobile marketing ecosystem and a clear understanding of how to engage
the players in the industry
The workshop incorporates hands-‐on exercises, real-‐world case studies and actionable insights to help you apply the acquired knowledge immediately within your business. Moreover, it will prepare you for the Mobile Marketing Association Certified Mobile Marketer Course (attendees of this program will receive 50% off the MMA Certification Assessment Test). Instructor John Arnold: President of Aveta Marketing and Co-‐Author of Mobile Marketing for Dummies, Mobile Marketing Association
12:30-‐2:00
Sponsored lunch and presentation Presentation & Discussion The Nuts and Bold of Mobile Marketing Compliance: Strategic and Tactical Views of Industry and Governmental Guidelines and Regulation Join us for a sponsored Lunch “ The Nuts and Bold of Mobile Marketing Compliance: Strategic and Tactical Views of Industry and Government Guidelines and Regulations.” Come prepared to take notes and have a full-‐list of questions. This presentation will provide a detailed overview of the mobile marketing regulatory landscape. You’ll be provided with a comprehensive list of the industry self-‐regulation guidelines and principals, government regulations and where they start, stop and overlap. You’ll also learn about both free and for-‐fee resources you can draw upon to help ensure your mobile marketing programs meet the industry’s standards so that we all may continue to build a thriving, sustainable and responsible mobile marketing industry.
2:30-‐5:30
Understanding the World of Applications Facilitator: TBA Sponsor:
2:30-‐5:30
Roundtable: Advanced Multi-‐channel Marketing Strategies & Tactics: The 360 View of Consumer Engagement (Qualified Brands & Retailers Only) This workshop goes beyond the day to day tactics of mobile. Senior marketing leaders in brand and retailer communities come together to create peer-‐to-‐peer discussions to share strategic insights and tactics on what is working and not working in mobile marketing across marketing sectors. What objectives are needed to achieve your mobile goals? Attendees at this session will be interviewed to identify the key objectives they would like to address at this discussion, and the workshop facilitator will direct the discussion to address the attendee’s objectives. Facilitator: TBA *Attendance to this workshop will be limited to qualified brand, retail and agency executives. Attendee qualification is determined solely by the MMA. Attendance is limited to 50.
2:30-‐5:30
Roundtable: Bringing Mobile Marketing Leadership to the Newspaper & Publishing Industry (Qualified Publishers Only) In partnership with: National Newspaper Association of America and the Tribune Company Sponsor: Facilitator: Andy Vogel: SVP, Digital/Mobile; Tribune Company With nearly half of Americans accessing their local news on a mobile device it is imperative for publishing executives to develop a familiarity of consumer viewpoints surrounding mobile and the needs of brand marketers to engage them within this new medium. In this workshop attendees will learn to:
• leverage the latest mobile capabilities, technologies, standards and guidelines for engaging consumers and driving revenue
• take actionable steps for successfully developing and executing industry compliant, mobile marketing strategies
• navigate the mobile marketing ecosystem and engage the leading industry • In addition, attendees will have the opportunity to interact with each other to exchange insights and
collaborate on strategies for today and the future.
*Attendance to this workshop will be limited to qualified publishing executives and salespeople within the publisher industry. Attendee qualification is determined solely by the MMA. Attendance is limited to 50.
5:30-‐7:30
Cocktail Reception TBD
MMA Forum DAY 1 June 16, 2011
8:00 Registration Opens
9:00 Master of Ceremonies TBA
9:00-‐9:05 Welcome from the Mobile Marketing Association Michael Becker: Managing Director, North America; Mobile Marketing Association
9:05-‐9:30
Embracing the Changing Face of Publishing and Consumer Engagement — Don't Get Left Behind The definition of media and how it is being consumed is changing due to new consumer behaviors. More than half of Americans obtain their local news from mobile devices, a number that will only increase. Consumers want to engage brands that they understand and trust. To develop this understanding and build this trust you must consider the user experience. For successful consumer engagement publishers must be mobile, they must personalize experiences for their consumers and develop compelling content and methods to help consumers navigate new platforms and devices. In this session Eddy will shed light on the future of publishing and what is needed to succeed. Eddy Hartenstein: Co-‐President; Tribune Company and CEO & Publisher; Los Angeles Times
9:30-‐9:50
Mobile Strategy & Tactics…without the Theatrics Mobile advertising is increasingly becoming a strategic imperative and an indispensable part of the marketing mix. Why? Because consumers are mobile. Consumers are using mobile devices and mobile media (messaging, mobile web, apps, search and video) to view media, stay informed, entertained and engage marketers. This session reviews the strategies of world-class brands and how they are embracing these new consumer behaviors and using mobile advertising to effectively engage consumers, at scale, through the purchase funnel – from awareness beyond. Jeff Plaisted: Director of Sales and Strategy; Microsoft Advertising
9:50-‐10:10
The Mobile Era, 3 Years In The Mobile Era started more than three years ago. It started when we, as mobile consumers, caused great disruption in the way we access content, communicate and interact with the people and businesses that impact our lives. This mobile era now requires a categorical shift in thinking, action and reaction for marketers, technologists and developers. Paul Palmieri: Co-‐Founder, President and CEO; Millennial Media
10:10-‐10:30
Mobile Marketing in Review: It’s Still a Consumer Backed World – Strategies For Success John Hadl is a luminary in the mobile marketing industry. Since the earliest days in the North American market John has worked with and developed industry leading and award winning mobile marketing strategies and programs for some of the largest firms on the planet. In this presentation John shares insights from what over $50 million in US mobile advertising spending has taught him on how brands can build a winning mobile marketing practice. John L. Hadl: Partner; U.S. Venture Partners, Managing Partner & Founder; BrandinHand, Inc.
10:30-‐10:40
Tribute to Kraft Foods, Inc.– 2010 Overall Excellence Award Winner: The Anatomy of an Award Winning Strategy Kraft Foods, Inc., winner of the 2010 MMA Overall Excellence Award. Session features a tribute video and insights on the anatomy of Kraft’s award winning 2010 mobile marketing programs. Tribute Video, Created by Hyperfactory
10:40 -‐11:20
Networking & Coffee Break
11:20-‐11:40
The Consumer Perspective on Mobile Shopping & Commerce Currently data is lacking in the mobile ecosystem and we don’t fully understand how consumers prefer to use mobile devices while shopping. By leveraging InMobi’s global network of over 200 million consumers in over 125 countries to research this issue in depth, this session will dive into consumer sentiment around the mCommerce experience, consumer choice on how to leverage a phone while shopping, and how mobile advertising impacts consumer interactions. The research will include sentiment by platform and outline the profile of mCommerce users. Attendees will take away an understanding of how best to engage shoppers via a mobile device and how consumers have altered their purchasing behavior due to the introduction of mobile devices. Anne Frisbie: Head of North America; InMobi
11:40-‐12:00
Site Sound Motion and Emotion: From Phones to Cars to Refrigerators, Engaging Consumers Across all Devices and Channels Tim Westergren: Founder; Pandora
12:00-‐12:20 Insights from the Yellow Pages Group: Market Growth through Next Generation Engagement Media Stephane Marceau: Chief Marketing Officer; Yellow Pages Group Canada
12:20-‐12:40 The Rise of Hyperlocal Marketing: How Local Context Stimulates Demand and New Revenue
12:40-‐1:40
Networking & Lunch Break
Sponsored by:
1:40-‐2:40
TRACK 1: What’s Next for Mobile Advertising and Content: Consumer Engagement, Today and in the Future Sponsored by:
Master of Ceremonies: TBA
TRACK 2: Direct & Mobile Influenced Commerce: What’s Next with Mobile Payments and Consumer Engagement Sponsored By:
Master of Ceremonies: TBA
1:40-‐2:00
Activating the Consumer: Online vs. Mobile Media, Key Similarities and Difference Maria Mandel: Vice President Marketing & Media Innovation, AT&T Advanced Ad Solutions
Views from the Retailer, New Strategies for Communication and Commerce
2:00-‐2:20
The Future of Mobile Video: Anytime and Anywhere Engagement In this session industry leaders discuss that state of mobile video and content. Moderator: Kunur Patel: AdAge Panelists: Jay Hinman: Senior Director, Marketing; MobiTV, Inc. Ujjal Kohli: CEO Representative, Rhythm New Media
Branded Content, Branches and Marketplace: BMO Financial Group Lays out Bank of Montreal Mobile Strategy Mobile touches all aspects of every business. Learn how BMO Bank of Montreal drives value for its brand and connects with its customers through a branded mobile marketplace, digital branches and mobile content. Pritesh Gandhi: Sr. Manager, Digital Strategy, eChannel; BMO Financial Group
2:20-‐2:40
Understanding Mobile Advertising: Messaging, Rich Media, Audio, Search, Geo-‐location Moderator: TBA Panelists: James Citron: CEO, Mogreet Boris Friedman: Chief Executive Officer; Crisp Media Danielle Lee: VP Mobile Advertising Products; AT&T Shawn Schwegman: Chief Marketing Officer; ChaCha
What’s on the Horizon with Mobile Payments: How All the Pieces Come Together Moderator: Mickey Kahn: Editor-‐in-‐Chief; Mobile Marketer & Mobile Commerce Daily Panelists: Jon Beber: Director of Business Development; BilltoMobile Jay Emmet: Open Market Nick Macilveen: Vice President Carrier Partnerships & Industry Relations; Zong David Youker: Senior Director, Mobile Commerce for America; Sybase 365
2:40-‐3:00
Networking & Coffee Break
3:00-‐3:20
Driving Mobile Capability Globally A significant challenge for marketers is to learn how to obtain the efficiency and scalability globally with mobile marketing, and still maintain local relevance and engagement with their customers on a one-‐to-‐one basis. In this discussion Doug explains exactly how The Coca-‐Cola Company obtains global reach and local relevance for consumer engagement. He will explain the capabilities they developed and how The Coca-‐Cola Company approaches the challenges and opportunities of embracing mobile marketing. Doug Busk: Director of Global Customer Experience & Strategy; The Coca-‐Cola Company
3:20-‐3:40
Fireside Chat: Reviewing How Molson Coors Canada is Building Relationships and Engaging Consumers with Mobile Michael Carter: President Mobile; Olson Paul Lipson: Director of Digital Marketing; Molson Coors Canada
3:40-‐4:10
Panel: Generating Retail Foot Traffic and Sales Through Integrated Multi-‐year Strategies Mobile has changed the face of traditional retail and commerce forever. Consumers are using their mobile devices to not just buy goods and services but to find stores, contact businesses and make informed decisions prior to making a purchase at traditional point-‐of-‐sale. In order to optimize consumer engagement in retail a 360 degree view of the retail experience is needed. In this session you’ll learn how big box retailers, leading consumer goods manufactures and their agencies create this experience for optimal consumer engagement. Moderator: TBA Panelists: Jennifer Hatherley: Executive Director; Beeline Margita Labhard: Strategy and Business Development, New Business Customer Solutions Group; Best Buy, Inc. Karen Stermitz: Shopper Marketing Innovation Manager; Hewlett-‐Packard Company
4:10-‐4:40
The NHL's Use of Mobile to Run Content, Offers, and Drive Traffic to Games has Proved Beyond Doubt that it Gets The Medium Christopher Golier: Vice President of Mobile Marketing and Strategy; National Hockey League
4:40-‐5:00
Global Insights on Consumer and Business Mobile Adoption and Readiness In 2011 Google in partnership with the MMA, completed two ground breaking global studies into the mobile readiness of consumers and businesses. The consumer studies evaluate consumer mobile usage, mobile activities, m-‐commerce, advertising and motivations of use across 30 markets. The business study focused on five markets (United Sates, United Kingdom, France, Germany and Japan) and evaluate the mobile readiness, mobile spend, mobile website usage and m-‐commerce activities of businesses. In this discussion Google will unveil for the first time the global findings from both studies and provide tools for mining and access the results of each study. Jesse Haines: Head of Marketing Mobile Ads; Google Inc.
5:00-‐5:30 Closing Remarks Michael Becker: Managing Director, North America; Mobile Marketing Association
5:30-‐7:30
Cocktail Reception Sponsored by:
Theme: Tribute to Kraft Foods, Inc.
MMA Forum DAY 2 June 17, 2011
8:00 Registration Opens
9:00-‐9:05 Master of Ceremonies Louis-‐Jacques Darveau: VP Business Development & B2B Marketing; Yellow Pages Group
9:05-‐9:35 No Straight Lines: Making Sense of Mobile Enterprise in a Non-‐linear World Alan Moore: Founder; SMLXL
9:35-‐10:05
Creating a Mobile Show Stopper: How Brands Deliver Mobile Web and Apps that Drive Customer Engagement Fandango, Citysearch and Trilibis share insights on creating, designing, operating and evolving a high-‐impact mobile web experience for consumer engagement and how the effort requires more than just mirroring a brand’s website. How do you tune the mobile web to be exactly that -‐ mobile? How do you use phone-‐specific features such as GPS to make your brand or service contextually relevant? What elements make a mobile site deliver an app-‐like experience? Learn the answers to these and more. Moderator: Ted Verani: Vice President of Sales and Marketing; Trilibis Mobile Panelists: JP Bedoya: Senior Director of Product and User Experience; Citysearch Darren Cross: Head of Business Development; Fandango Deepak Thomas: General Manager; eBay Classifieds
10:05-‐10:35
Mobile Technology and the Live Music Experience Technology has changed the live music experience, and created new opportunities for artists, promoters, brands and fans. The experience is no longer exclusive to concert halls or amphitheaters, but extends to multiple touch points before, during and after shows. Tools like mobile apps and social networking sites, coupled with VIP events and experiences, encourage more interaction and enhanced live music experiences for fans. This session will explore all the ways new media and technology are being harnessed to better connect fans, brands and bands around live events. Russell Wallach: President of National Alliances; Live Nation
10:35-‐10:55
The New Landscape: How Permission Powers Brand Engagement Trust, loyalty and value exchange are the keys to building long term relationships between people and the brands they care about. Through the mobile channel the very real opportunity exists for a more frequent, more personal, and more dynamic on-‐going engagement -‐ the kind that fosters and drives an action. The key to this is permission and preferences -‐ when people consent to and receive communications which are relevant to their lifestyles. This keynote will inform marketers about how to use different levels of permission to create engaged and responsive audiences along with exploring the business side of Permission Mobile Marketing. Join us as we discuss how to best monetise this high performing and high reach media and move the dial away from impressions to responses to drive the best possible ROI for brands. Thomas Labarthe: Vice President of Mobile Advertising; Alcatel-‐Lucent
10:55 -‐11:25
Networking & Coffee Break
11:25-‐11:45
Panel: Engaging Consumers with the Mobile Operator – Opportunities and Strategies for Engagement The mobile carrier is at the heart of the consumer’s mobile experience. In this session you’ll hear from leaders of the four major United States mobile operators and their vision of the future of this experience, including new models of advertising, commerce and permission-‐based engagement. Moderator: Athena Polydorou: Director, Wireless Internet Development; CTIA -‐ The Wireless Association Panelists: Stephanie Bauer Marshall: Director New Market Development; Verizon Wireless Michael Niemann: Senior Manager -‐ Mobile Advertising; T-‐Mobile Ellen Roberson: Director, Mobile Marketing and Interactive Media; AT&T
11:45-‐12:05
Panel: Mobile with Local Television – The Audience is There, Are You? Listen to executives from broadcast groups discuss their local mobile audience (which is quickly approaching their online audience). Mobile is a vital way for these groups to connect users to their branded content and represent the largest local mobile audience. They mention mobile within their traditional newscasts and promote it extensively – meaning not only is it not going away, it is growing at double digit rates. Moderator: Scott Foernsler: Chief Revenue Officer; LSN Mobile Panelists: Roger Keating: Vice President/General Sales Manager Digital; Hearst Television Enrique Perez: Senior Vice President; Telemundo Station Group Rich Vedder: Vice President; ABC Owned Television Division
12:05-‐12:25
Forget Everything You Know About Mobile Marketing: How to Make it Work and to Craft the Best Model with Mobile Agencies If you are to efficiently engage consumers through mobile marketing, you must dare to mistrust your Web education. Forget about Apple and drive robust mobile strategies that mingle with your digital strategy. Find out the best process to allocate budgets for mobile in terms of marketing, technology and agencies -‐ more spending will shift from online to mobile this year. Alexandre Mars: Chief Executive Officer; Phonevalley and Head of Mobile; PhoneValley & Publicis Groupe
12:25-‐1:00
The Pitch: Five Companies Faceoff to Show How Their Innovation and Value Proposition is Unique This session is different than any other session you’ll attend. It is sales pitch! Some things can’t be explained in written words, you need to see it and hear it. No amount of brochures or signage can replace the moment when someone sees your solution JUST WORK. That's what The Pitch is for. Five companies are sponsoring The Pitch so that they can have the opportunity to convince the audience that they have something really different, really new and special to show off. At the end, the audience will vote for their favorite pitch. The winning company will receive a plaque and the honor of winning The Pitch: MMA Forum New York 2011.
“You've built it, but will they come? GET IT Mobile!” Mike Vann: VP Business Development
Dean Wiltse: Founder
Trevor Hamilton: Director, Mobile Solutions, Brands & Agencies
“YellowAPI.com -‐ fuelling mobile innovation at the local search level” Matthieu Houle: Director, Mobile & Platforms The Pitch is sponsored by each presenting firm. See www.mobilemarketingforum.com/newyorkcity2011/the-‐pitch for details on pitch sponsorships.
1:00-‐2:00
Networking & Lunch Break Sponsored by: Vibes Media
2:00-‐3:00
TRACK 1: Engaging Consumers In Traditional Media: In Venue, Print, Television and Out of Home Media Sponsored By: TBD Master of Ceremonies: TBD
TRACK 2: Leveraging Consumer Insights from Data & Research for Actionable Results Sponsored By:
Master of Ceremonies: Julia Roland: Vice President; Synovate
2:00-‐2:20
Sports Meets Mobile -‐ How the Cleveland Cavaliers are Engaging Consumers in Live Venue and Beyond Ben Davis: Chief Executive Officer; Phizzle Jeff Ryznar: Cleveland Cavaliers
HTC, Absolute
2:20-‐2:40
The Future of Print: Mobile Bridging Offline and Online Consumer Print is not dead. New technologies such as QR codes, image recognition and digital watermarking are transforming the static printed page into a web browser. In this session, you’ll hear how companies like mywardrobe.com, Sony Music, and musician Jay-‐Z are engaging consumers in new ways from print using their mobile phones. Adrian Fleming: CEO / Chairman at Davies Fleming, Digital Space (UK) Jeri Owen: Vice President of Marketing; Digimarc
360-‐Degree View: What we can Learn from Mobile Consumer Behavior Consumer panels in North America confirm that marketers need to re-‐adjust their strategies to get the consumer's attention. This session discusses the empirical results, and their implications, regarding the correlations between native app versus mobile web; and device types versus demographics. The findings shared include the first ever published results on iPhone apps usage based on on-‐device metering. Jesse Haines: Senior Marketing Manager, Mobile Ads; Google Hannu Verkasalo: Chief Executive Officer; Zokem Ltd.
2:40-‐3:00
Reaching all Audiences: PepsiCo Details Successes with Multi-‐cultural Mobile Marketing Programs Introduction by: Troy Brown: President; one50one, LLC Javier Farfan: Director of Research; PepsiCo, Inc.
Generating Actionable Insight from Data
3:00 -‐3:30
Networking & Coffee Break
3:30-‐3:50
The Changing Face of Healthcare: How Everyday Consumers are Managing Health via Mobile Moderator: Brad Vettese: Executive Vice President, Managing Director; IPSH! Panelists: Lisa Blizzard: Director Patient Adherence; Novartis Pharmaceutical Corporation Richy Glassberg: Chief Operating Officer; MedHelp John Styers: Vice President, Corporate Strategy & Industry Relations; 3Cinteractive Scott Wolf: Executive Vice President, Sales; Everydayhealth.com
3:50-‐4:20
Privacy, Permissions & Preferences: Considerations for Consumer Information & Data Management Moderator: Fran Maier: President and Executive Chair; TRUSTe Panel: Jennifer Garone: Sr Privacy Strategist; Microsoft Dean Landsman: President; LCG
4:20-‐4:50
What’s Needed to Create the Chief Mobile Officer? How does the brand or retailer start integrating mobile internally across their existing departments? Who is the CMO (chief mobile officer)? Which department is best to champion mobile? How can the brand/retailer fluidly work with store operations, web, brand managers, agency etc. to create a productive channel that adds value to the existing store DNA? This panel will look to answers these questions and will provide actionable insights for integrating mobile as an indispensible part of your marketing mix. Moderator: Gary Schwartz: CEO; Impact Mobile Panelists: Philippe Browning: Vice President; CBS Mobile Joe Lalley: VP Digital Products; MTV Networks Jessica Rotnicki: Ecommerce North America; Estee Lauder Companies
4:50-‐5:00
Closing Remarks Michael Becker: Managing Director, North America; Mobile Marketing Association Greg Stuart: Global Chief Executive Officer; Mobile Marketing Association
