Word of Mouth Marketing Summit 2008

Speakers

Keynote Speakers

Tony Hsieh

CEO

Zappos.com


	Tony originally got involved with Zappos as an advisor and investor in 1999, about 2 months after the company was founded. Over time, Tony ended up spending more and more time with the company because it was both the most fun and the most promising out of all the companies that he was involved with. He eventually joined Zappos full time in 2000. Under his leadership, Zappos has grown gross merchandise sales from $1.6M in 2000 to $840M in 2007 by focusing relentlessly on customer service. Tony focuses on continuing to grow the business at a rapid pace while maintaining the culture and feel of a small company. Prior to joining Zappos, Tony co-founded Venture Frogs with Alfred Lin. Venture Frogs is an incubator and investment firm that invested in Internet startups, including Ask Jeeves, Tellme Networks, and of course, Zappos.com. Prior to Venture Frogs, Tony co-founded LinkExchange, an advertising network that was successfully sold to Microsoft for $265M in 1998. Tony met Alfred Lin (COO/CFO) in college, when Tony was running a pizza business and Alfred was his #1 customer.

Pete Blackshaw

CMO

Nielsen BuzzMetrics

Author of:
Satisfied Customers Tell Three
Friends, Angry Customers Tell
3,000: Running a Business in
Today’s Consumer Driven World


	Throughout Pete’s varied experiences in marketing, government and entrepreneurship runs a common theme - the power of the Internet to give individuals a voice and change the way things are done. He coined the term “consumer- generated media” (CGM) and authors a blog by that same name. Earlier this Spring, Pete received one of three “Industry Achievement” awards at Ad-Tech San Francisco. The award honors “those who have given long-term dedication and consistent outstanding service to online marketing.” He’s also a recently elected board member of the National Council of Better Business Bureaus (CBBB). Pete is a cofounder of the 2004 Word-of- Mouth Marketing Association (WOMMA), and presently sits on its board and co- chairs its ethics committee. He presently authors a bi-weekly column on digital marketingpetepic5 strategy targeted to Chief Marketing Officers for the ClickZ marketing network. He’s frequently quoted in major publications, and he authors several work and personal blogs, including Hybridbuzz and parenting centered blog Dosbebes. On Facebook, Media , Digital Cincinnati ,and Web 2.0 Dads groups. Before receiving his master’s degree from Harvard Business School in 1995, Blackshaw served as a press secretary and legislative consultant to then- Senator Art Torres in the California Legislature, where he guided several consumer-focused bills to passage and initiated the nation’s first “interactive” legislative hearing. He helped approve the nation’s first legislative effort making legislative data available to California citizens for free through the internet. Prior to working for Torres, he served as a California Executive Fellow, working in the Governor’s office as a education policy maker. Pete graduated from th e University of California at Santa Cruz, where he helped create the logo for the school’s iconoclastic mascot, the Banana Slug. Pete is happily married to Erika Brown, a New Jersey Native and currently a brand manager at a major consumer packaged goods company. Pete and Erika are the proud parents of two and a half year old twins Liam and Leila, and 14 week old Sophia.

Conference Speakers

Chris Aarons

Cofounder

Buzz Corps


	Chris Aarons is a seasoned marketing and public relations professional who is breaking ground at the intersection where corporate communications and social media meet. He has facilitated many group programs for clients, spoken at industry group events and is currently a teacher and guest lecturer on Word of Mouth and Marketing at the University of Texas at Austin. In 2006, he launched a successful social media program at AMD, which quickly defined best practices in the world of blogging and media relations. In 2007, Aarons cofounded Buzz Corps, Inc. (with partner Geoff Nelson), a hands- on word-of-mouth, social media and influencer marketing consultancy. The launch of this new endeavor was met in the blogging community with deep anticipation and praise. Other significant accomplishments include creating AMD’s social media program from the ground up, working on the highly successful Vanishing Point online game for Microsoft’s Vista launch and the design of Hewlett-Packard's “31 Days of the Dragon” campaign that is responsible for significantly growing traffic and sales at a fraction of the cost of traditional marketing programs. Chris believes that if word-of-mouth works for his clients, it should also work for the people behind the campaigns. That’s why one of the best new business tools he uses is to ask prospective clients to simply Google “Chris Aarons” and “Buzz Corps” and then see for themselves the results his programs deliver.

Julian Aldridge

President

Ammo Marketing


	As President of Ammo Marketing and Freestyle Interactive, Julian is responsible for the overall development and vision of the two companies, whose clients include Electronic Arts, Boost Mobile, Cadbury-Schweppes, Levi’s, Coca Cola, Schick, Brown-Forman, Logitech, Yahoo! and Alberto Culver. Over the past two years both companies have grown organically over 100% and are recognized as stars within the Isobar network. At Ammo, Julian brings the discipline and lateral thinking associated with account planning to the creative world of alternative marketing ideation and execution. Julian joined Ammo Marketing in February 2003, from Red Sky Interactive, where he was most recently vice president and practice lead of AGENCY.COM’s Red Sky division, which specialized in the interactive marketing of consumer lifestyle brands such as Miller Brewing Company, Kodak, Paramount Entertainment, The Coca Cola Company and Fairmont Hotels. A British transplant to the fair shores of California, Julian’s career spans nearly 20 years in the advertising and branding industries, working for agencies as diverse as Grey and Ted Bates in the UK and Tattoo Marketing and Red Sky in the US. Julian is married with two young kids, a Harley Road King and an unhealthy love of softball and any other sport you can think of.

David Alston

VP of Marketing

Radian6


	David is Vice President of Marketing at social media monitoring solution company, Radian6, which is head officed in Fredericton, New Brunswick. David has built his career in technology marketing first with one of Canada’s regional phone companies, Aliant, and then with a number of tech startups in the interactive advertising and the video over IP space. Previous to Radian6 David was partner and Vice President of Marketing Strategy with one of the region’s fastest growing PR firms, Revolution Strategy. David’s focus at Radian6 is building the firm’s brand internationally through the use of social media monitoring, outreach and engagement. He is the co-inventor of the “twebinar” format with social media maven, Chris Brogan – the successful three-part summer series featuring some of the world’s social media leaders that ran this past summer as a mashup between a traditional video webinar and Twitter. The series broke a number of attendance records and was featured as a successful word-of-mouth case study at MarketingProfs. David has also become a featured speaker and panelist at a number of new marketing, blogging and social media events as an expert on how brands should be listening to consumer generated media online. As one of Twitter’s most followed CMO’s, David takes his interactive style of marketing to every speaking engagement – listening, learning and engaging with the audience.

Jason Anello

Ideologist

Yahoo's Buzz Marketing Group


	Jason Anello is constantly wondering — why’d you just do that? As an Ideologist in Yahoo!’s Buzz Marketing Group, he created a Buzz Labs team dedicated to finding more relevant and genuine ways to connect and communicate with his audiences. He believes you have to listen closely, keep your eyes peeled and find the right time to effectively make a lasting connection with your users/consumers. Before putting on his “lab coat” Jason thrived on the cutting edge, sometimes bleeding edge, of emerging marketing disciplines and tactics. From small shops to big agencies, from direct to digital to guerrilla, Jason has worked in it or with it. He credits this diversity and attitude in his professional and personal success. Jason currently lives in Brooklyn, NY and can usually be found brainstorming his next project or next meal.

David Armano

VP Experience Design

Critical Mass


	David Armano is both an active practitioner and thought leader in the worlds of experience design and digital marketing. Author of the popular Logic + Emotion blog, he has been invited to speak at events hosted by organizations such as Google, Microsoft, O’Reilly and Ad Age. David currently works for Critical Mass, a veteran digital agency focused on the creation of extraordinary experiences. He also writes industry perspectives for Ad Age, BusinessWeek and is best known for his distinct brand of visual thinking, which can be found both on the Web and in presentations all over the world.

Jason Ash

CEO

Pacific Health Laboratories


	Jason J. Ash currently serves as PacificHealth Laboratories’ President and Chief Executive Officer. Before joining PacificHealth in January 2008 as President and COO, Mr. Ash served as General Manager & Vice President of Cadbury Schweppes Americas Beverages Sports, Energy & Water Category Unit. Mr. Ash served in various positions for Cadbury Schweppes, both in the USA and Europe from 2002 and during his tenure there was responsible for the strategic development and execution of a number of key innovation and Œbusiness change1 initiatives, more specifically in the US, UK and Turkish markets. In addition to his considerable experience at Cadbury Schweppes, Mr. Ash has also held Marketing and Finance positions at Masterfoods and Unilever and his work has been nominated for a number of marketing industry awards. Mr. Ash began his working life as an entrepreneur by setting up a successful student media enterprise in the UK. He also spent time as a professional rugby player both in the UK and South Africa in the time prior to joining the Unilever Bestfoods Management Development Programme.

Bill Balderaz

President & Founder

Webbed Marketing


	Bill Balderaz, Founder, Chief Innovation Officer, Webbed Marketing. Bill Balderaz is the president and founder of Webbed Marketing, where he has grown the company from a one-man consultancy to a 12-person team with over 40 estab- lished clients in less than two years. Prior to launching Webbed Marketing, Bill accumulated over 10 years of traditional and online marketing experience, focus- ing on advertising, public relations, and media experience. Bill has worked with some of the largest publishers in the world, including Standard and Poors, McGraw-Hill, and Thomson Gale, to plan, execute, and measure Internet market- ing programs. He began working in the search-engine optimization, pay-per- click advertising and link-building world in 1998, prior to the launch of Google. He has spoken on Internet market- ing topics at events sponsored by the Public Relations Society of America, the American Marketing Association, and the National Fuel Funds Network. Bill holds a bachelor’s degree in public relations from Bowling Green State University and an MBA from Franklin University. He runs the BuzzSaw WOM marketing blog and is the creator of the Webbed-O-Meter, the first publicly available tool that measures online WOM. Recently he was awarded the Currier Young Professional Award from Bowling Green State University.

John Bell

Managing Director/Executive
Creative Director 360°
Digital Influence
Ogilvy PR Worldwide


	At Ogilvy PR, John heads up the Creative Studio – the Interactive, Broadcast and Print Design team within Ogilvy PR. He developed 360 Degree Digital Influence to connect our brand-building PR expertise with insider’s knowledge of new digital trends. It’s our approach to harnessing the strengths of personal media like blogs and innovations in search and other technology and behavior. He has developed integrated marketing and branding programs for clients including Johnson & Johnson, DHL, LG and the National Institutes of Health. John created the first Interactive Advertisement for American Express during that ITV trial. He went on to form Media Circus Interactive Advertising in New York during the 1990’s. He also created the first I-Spy CD-ROM for Scholastic extending the brand into the electronic space and pushing the limits of what an interactive experience could be. At the same time the Internet was exploding. He designed and built complicated transaction sites like Gateway Computers ecommerce site and wild experiments like MTV’s Web service that connected “stringers” all across the country reporting on the music scene in their community (sound a bit like blogging? It should and the year was 1995). John graduated from the University of Pennsylvania with a Bachelor of Arts in European history and a minor in communications spending a lot of time at the Annenberg School of Communications.

Fiona Blades

Managing Partner

MESH Planning


	Fiona Blades cofounded MESH Planning following 20years in marketing and advertising, most recently as Planning Director at Claydon Heeley. She’s written an award-winning paper, Decision Watch UK, with Stephen Phillps, focusing on WOM and influencers. MESH launched in 2006 with an innovative real- time research approach, TROI, to better understand moments of truth.

Martin Block, Ph.D.

BIGresearch


	Martin Block is a Professor in the Integrated Marketing Communications Division of the Medill School at Northwestern University. He is currently sector head for Entertainment and Gaming. He teaches graduate level marketing research, sales promotion, advertising, and direct marketing courses. Joining the faculty in 1985, he was Director of the Graduate Advertising Division within Medill until 1991. He served again between 2001 and 2002 Martin was a Professor and Chairperson of the Department of Advertising at Michigan State University before making the move to Northwestern. He was also dually appointed as a Professor of Telecommunications. Martin is co-author of Media Generations (BIGresearch, 2008). He is co-author of Analyzing Sales Promotion, which is now in its second edition (Dartnell, 1994), as well as co-author of Business- to-Business Market Research, also in its second edition (Thomson, 2007). His recent chapter “Post Promotion Evaluation” appears in The Power of Marketing at-Retail (POPAI, 2008). His chapter “Marketing Communications Engineering” in Interactive Marketing, was published in 1996. He was also co- author of Cable Advertising: New Ways to New Business (Prentice-Hall, 1987). He has published extensively in academic research journals, trade publications and has written several other book chapters. He has been the principal investigator on several Federally funded research projects and has served as a consultant to the Federal Trade Commission (FTC). He was featured on the NOVA program “We Know Where You Live.” He provided testimony to the United States Senate.

Bonin Bough

Global Director of
Digital and Social Media

Pepsi. Co.


	Bonin Bough is Global Director of Digital and Social Media at Pepsi Co. Bonin has extensive experience in all aspects of emerging media, from strategic development and project management to code development and design. Prior to joining Pepsi, Bonin was a founding member and senior vice president at Ruder Finn Interactive (RFI), where he developed and oversaw the company’s interactive strategy unit for eight years. For five years, he served as senior vice president, director of strategy and architecture, developing and executing strategic programs for global clients across sectors, including corporate, consumer, healthcare, government, non-profit/arts, travel and technology. He also conceptualized, structured and constructed RFI’s processes for developing measurable and effective Web strategies. Bonin has been a professor at the Center for Publishing Graduate Studies at New York University since 2000. He has also volunteered as a student mentor, served as a board member for community outreach programs and has developed a technology curriculum for the New York City Alternative School Superintendency.

Rod Brooks

Vice President & CMO

PEMCO Mutual Insurance


	Rod is a member of the PEMCO executive committee and has oversight responsibility for product development, underwriting, brand management, marketing and sales. In addition, PEMCO has two wholly owned subsidiaries, PEMCO Life Insurance Company and PEMCO Insurance Agency, for which Brooks is the responsible executive and member of the board of directors. Brooks joined PEMCO in 1999 after nearly 25 years in retail sales, marketing and business development roles. He was a newcomer to the insurance industry when he joined PEMCO and cites his retail and media experience as a major benefit to him as he has helped to guide PEMCO to a customer-centric, market-driven approach. Rod holds a Bachelor of Arts degree from the Murrow School of Communications at Washington State University. He has held executive roles with Northwest-based companies including Coinstar, Egghead Software, Quality Food Centers (a division of Kroger), and Northern Automotive.

Dan Buczaczer

SVP

Denuo


	Dan Buczaczer joined Denuo at its inception to help clients successfully navigate the seismic shifts in marketing and media. Utilizing a background across media, marketing, digital, and traditional advertising, Buczaczer has created a wide variety of programs for clients looking for tangible solutions. Some of his most recent work has included developing original web programming for DuPont and Champion, creating a content aggregator for Purina, building an advocate community for Kellogg, and setting digital strategy for General Mills and UBS. Before helping to establish Denuo, Dan founded Reverb – a division of Publicis dedicated to helping clients utilize word-of-mouth and social media to build conversation-centric approaches into their marketing. He has used his Reverb experience to co-develop Socialight – a proprietary tool which frames word-of-mouth marketing opportunities for brands. Socialight identifies the dynamics around personal recommendation and influencers specific to individual brands and provides a roadmap for how to improve WOM. Buczaczer spent six years working in interactive media at Starcom, during which time he led the first large-scale push by any agency into broadband video advertising, helping to set standards for pricing and measurement. Prior to Starcom, he led advertising at Taco Bell, serving as part of the team that developed the Chihuahua campaign that helped reverse declining sales, won multiple awards, and entered pop culture. Dan started his career at BBDO, working in both media and account service. Dan spends his free time updating his iPod, traveling without a plan, and hanging out with his wife and newborn daughter.

Blake Cahill

SVP of Sales & Marketing

Visible Technologies


	Blake Cahill is responsible for executing marketing strategies, thought leadership, and analyst relations to increase market and customer awareness for revenue growth. Prior to joining the company, Blake was the Vice President of Marketing and Product Management at SafeHarbor Technology Corporation, a Seattle based web-services firm, where he successfully reignited customer acquisition and retention programs, oversaw the launch of a new brand identity and significantly raised the profile of the firm with the analyst and media communities. Blake has more than 15 years of executive management experiences leading marketing, sales, product management, and customer support organizations both domestically and internationally in a variety of technology, consumer, and telecommunications companies such as AT&T, Belgacom, Qwest, SBC, and ServiceMaster.com. Through these diverse experiences Blake has witnessed the intersection that drives businesses and how their results are uniquely conjoined to “listening to the customer” and he has developed some insights about the intersections of customer experience, brands, and technology. Blake holds bachelor’s degrees in political science, history, and business from Salve Regina University in Newport, Rhode Island.

Idil Cakim

VP, Interactive Media

GolinHarris


	Idil Cakim is a VP of Interactive Media in GolinHarris’s Web Relations Group. She specializes in social media and word of mouth communications and has worked with clients from a wide array of industries, including technology, automotive and healthcare. Ms. Cakim is the author of numerous industry briefs and articles on online corporate communications, targeting valuable customers on the Net and e-commerce. She has also been a public speaker on issues regarding online crisis communications, word-of-mouth, ethnic minorities’ use of the Internet, and e-CRM. She has been widely quoted in trade journals and newspapers such as CNet news, DM News, CBS Market Watch, Min’s New Media Report, San Jose Mercury News, Chicago Sun Times, Harvard Business Review, and the New York Times. Idil Cakim is a blogger who regularly writes about online communication and word-of-mouth marketing trends. She is a contributor to GolinHarris’s The Next Fifty Years blog (www.nextfiftyyears. com). Previously, she wrote for the e-fluentials blog (http://blog.efluentials. com) and the Guidewire Group (www. guidewiregroup.com). She holds an M.A. in Communication from the Annenberg School at University of Pennsylvania and a B.A. in Sociology from Bryn Mawr College. Ms. Cakim is a member of the World Future Society and serves on the board of Word of Mouth Marketing Association (WOMMA).

Elisa Camahort

COO

BlogHer


	A blogging pioneer and marketing executive with 18 years of experience in Silicon Valley, Elisa Camahort Page leads all events, marketing and public relations for BlogHer while working as COO to ensure that all company operations deliver on our vision. Elisa was at the vanguard of professional and business blogging. Among the seven blogs she writes are blogs with personal, professional and political focus areas. Elisa opened her own high-tech marketing consultancy, Worker Bees, after a successful career as a marketing executive in the cable broadband sector. Her most recent corporate position was Senior Director of Product Marketing at Terayon Communication Systems, where she managed multiple product lines, senior product management staff, and multi-million dollar budgets. In addition to her many personal blogs, Elisa is a frequent public speaker and is widely read as BlogHer’s conference leader and reality television editor.

Walter Carl

Founder and
Chief Research Officer

ChatThreads Corporation


	Dr. Walter Carl is the founder and Chief Research Officer at ChatThreads Corporation, an independent Word of Mouth (WoM) measurement and analytics company that helps brands quantify the ROI and reach of their WoM marketing initiatives. ChatThreads’ clients include Johnson & Johnson, Nike, Unilever, Kelloggs and Wyeth. ChatThreads’ proprietary G2X methodology was developed by Dr. Carl while a faculty member at Northeastern University in Boston, MA and received the Word of Mouth Marketing Association’s (WOMMA) award for Best Research Paper 2007. Dr. Carl is an active member on WOMMA’s Advisory Board, co-chair of their Research and Metrics Council and led the workgroup editing Volumes 2 and 3 of the research book Measuring Word of Mouth. Dr. Carl also served on the drafting committee for the WOMMA Terminology Framework, the first set of industry standards for researching and measuring WOM marketing. Dr. Carl received his Ph.D. from the University of Iowa and his master’s degree from the University of North Carolina at Chapel Hill.

Geno Church

Contributor

Brains on Fire


	Geno Church’s claim to fames are that he was born the son of a preacher- man, scored 50 points in a high-school basketball game, was in a glam-rock band (while he was a Leif Garret look- alike) in the 70s and nobody can ever figure out where his accent is from (it’s Southern). Oh and he’s a quoted, sought-after and stalked thought-leader in uncovering the DNA of sustainable word of mouth movements and building them from the ground-up. Seriously. Addys. Wommies. Forrester Groundswell Awards. Brands Geno’s loved on include Fiskars Brands, the American Booksellers Association, Rawlings Sporting Goods, National Family Partnership, Charleston Parks Conservancy, the US Office of National Drug Control Policy, Ronald McDonald Children’s Charities, and Rage Against the Haze (South Carolina’s youth led anti-tobacco movement). He contributes to the topish-ranked Brains on Fire blog (www.brainsonfire. com/blog), speaks at events nationally and abroad (we almost lost him in South Africa last year – twice) and is widely quoted in blogs and traditional print on a regular basis. Geno’s Southern, approachable and probably one of the nicest guys you’ll ever meet. No kidding.

Jody Cook

Director, Product Publicity

The Hershey Company


	Jody Cook joined The Hershey Company in 2007 as the Director of Product Publicity. She is responsible for developing and implementing strategic public relations and communications strategies to support and promote Hershey’s brands and the company’s strategic objectives. Cook leads all proactive brand media outreach and public relations program development and execution for the company. Cook joined Hershey from Rite Aid Corporation, one of the nation's leading drugstore chains with annual sales of more than $24.3 billion, where she was Senior Manager of Corporate Communications. At Rite Aid Cook managed media relations, crisis communications, promotion and product publicity, community relations and developed and implemented charitable programs. Cook has a bachelor’s degree in journalism from the S.I. Newhouse School of Public Communications and Syracuse University.

Kathryn Cook

Manager

Denuo


	As Socialight Project Manager, Kathryn is responsible for sample procurement, data collection and reporting across all Socialight projects. Kathryn joined Denuo earlier this year from Millward Brown, where she was Senior Research Executive. There, she managed multinational brand tracking research, copy testing and custom research for Fortune 50 clients.

Kevin Dando

Director, Education &
Online Communications

PBS


	Kevin Dando, who came to PBS in 1995 as manager of education communications, builds on his portfolio of press relations and promotion for PBS Online and all PBS education services. He now also oversees the implementation of PBS.org’s America Online promotion agreement as well as PBS’s systemwide electronic information services -- PBS Express and PBS Inline. Before coming to PBS, Mr. Dando was director of communications for a national child hunger advocacy organization. drugstore chains with annual sales of more than $24.3 billion, where she was Senior Manager of Corporate Communications. At Rite Aid Cook managed media relations, crisis communications, promotion and product publicity, community relations and developed and implemented charitable programs. Cook has a bachelor’s degree in journalism from the S.I. Newhouse School of Public Communications and Syracuse University.

Nan Dawkins

CEO

Serengeti Communcations


	Nan is an online communications strategist with over 20 years’ experience in marketing. She began her career at J. WalterThompson/Washington, working on the national advertising campaigns of retail and consumer products accounts such as Burger King and Ford Motor Company. In the 1980’s Nan launched a conventional ad agency in Washington, D.C. where she created many of the original TV campaigns for Acura. In 2001, Nan opened RedBoots Consulting, one of the early search engine optimization firms. In January 2008, she re-branded the company as Serengeti Communications, a full-service digital marketing agency serving clients in both the nonprofit and commercial sectors Nan is a frequent public speaker on brand and reputation management, social media, and other topics of interest to her wide range of clients. She is an ironman triathlete; along with her staff, she enjoys raising money for Serengeti’s nonprofit clients by competing in extreme endurance sports events. Nan’s favorite online destinations include several triathlon training communities, a long list of Blogs about social media and Web 2.0, and the Consumer Generated Media group on Facebook.

Sam Decker

CMO

Bazaarvoice


	Sam Decker has spent his career as a marketing leader in startups, as a consultant and recently for Dell -- maximizing marketing, technology and online business results. As Senior Manager of Dell Consumer eBusiness for four years, Sam drove 4x growth in online conversion rates and consumer online sales of over $3 billion. Sam launched Dell’s Consumer CRM & Segmentation team, improving processes for sales call routing, direct mail, email, and customer experience. Today, Sam is Chief Marketing Officer for social commerce solutions to major multi-channel brands such as Dell, Sears, Macy’s and The Home Depot. Sam is a Six SigmaGreen Belt, but a lifelong student of continuous marketing improvement through statistical analysis and creativity. He is also author of “301- do-it-yourself Marketing Ideas” and “How to Market with Computer User Groups.” Sam holds a bachelor of sciences degree in business marketing management from California Polytechnic University, San Luis Obispo, California.

Pauline Draper

SVP, Precis

Millward Brown


	Pauline is a founder of Precis, one of the longest-established media analysis companies. She has extensive experience in working with major corporations, both nationally and internationally. Her expertise spans numerous industry sectors, including automotive, finance, utilities, pharmaceuticals, technology, government, and consumer products. In 2000, Pauline moved from Europe to the United States to establish Millward Brown Precis in the U.S. market. She has wide-ranging media analysis knowledge in the semi-controlled and uncontrolled media space. Her expertise extends beyond this into examining the contribution of publicity and PR to the overall health of a brand, linking media analysis to other research and metrics. In addition, Pauline plays an active Leadership, Marketing Solutions group and Brand Tracking Forum Pauline is a member of the Institute for Public Relations’ Commission on Public Relations Measurement & Evaluation and has been a presenter at the Public Relations Society of America World Congress, the International Association of Business Communicators Conference, the International Public Relations Research Conference, American Strategic Management Institute conferences and for Association for Measurement and Evaluation of Communications, in addition to speaking at client conferences and leading workshops. She has also been a judge for various awards, including the PR Week Awards and PRSA Silver Anvils, and is the recipient of three AMEC gold awards for media analysis.

Deb Eastman

CMO

Satmetrix


	Deborah is the CMO of Satmetrix, the leading provider of Net Promoter solutions to help organizations improve customer loyalty and drive growth. She is responsible for all aspects of global marketing including corporate, product and field marketing. She brings over 25 years of experience in marketing, sales and strategic business development of technology solutions and consulting services. As a previous Satmetrix client, Deborah has first hand experience on how to deploy Net Promoter programs in a global organization. At BearingPoint (formerly KPMG Consulting) she led a global account program that integrated the voice of the customer into the strategic account management processes. Working with clients on a dialy basis Deborah continues to observe the best practices companies apply at putting customer data into action across the organization. She is a frequent speaker on topics of Net Promoter, Word of Mouth, Social Media, Customer Loyalty, and today’s marketing challenges and opportunities. She is also a master class instructor for Net Promoter certification. Deborah considers herself a change agent and passionate customer advocate. She has a professional interest in the changing landscape of marketing and customer experience. In addition to her day job, she also serves on the board of CMO Council, CMO Club and Windward Solutions.

Brad Fay

COO

Keller Fay Group


	Brad Fay is the Chief Operating Officer of the Keller Fay Group, a company he co-founded in early 2006 with CEO Ed Keller, the co-author of The Influentials (Free Press, 2003) and the President of the Word of Mouth Marketing Association. Frequently quoted in publications such as The Wall Street Journal, Businessweek, Advertising Age, and PR Week, Brad was formerly editor of Roper’s Public Pulse newsletter and a columnist in AMA’s Market Research magazine. His articles have appeared in publications including Public Perspectives and Pharmaceutical Executive, and in papers at industry conferences for the Advertising Research Foundation, Word of Mouth Marketing Association, and American Association of Public Opinion Research. Brad is a co-chair of the Word of Mouth Marketing Association’s Influencer Marketing Council, a member of the Market Research Council, and has lectured about survey research at Rutgers University’s Bloustein School of Planning and Public Policy.

Thomas Fellger

CEO

Iconmobile


	Thomas Fellger began his career in the mobile space in 1998 when he moved to Tokyo to work for NTT. He was instrumental in the development of the very successful imode portal, as well as the development of products and services to the Japanese mobile environment. Following his stint with NTT, Fellger joined Deutsche Telecom as a trend scout, evaluating the most cutting-edge applications and services being rolled out in Asia. In 2001, Thomas returned to Germany to head up the mobile practices team for Icon Media Labs, a large Web-based agency. During his tenure, Fellger built a successful team of mobile designers and technologists and launched the imode portal in several European countries. In 2003, Thomas and three of his cohorts at Icon Media Labs started Iconmobile, offering its blue-chip customers mobile solutions covering the entire value chain of mobile. With 150 employees in offices spread around the world and with unparalleled expertise in cutting-edge mobile technology, design and marketing., Iconmobile came to the attention of WPP, which, seeing Iconmobile as a perfect vehicle to help guide it into the mobile space, acquired a 40% interest in the company.

Larry Freed

President & CEO

Foresee Results


	Larry Freed is President/CEO of ForeSee Results, a leading customer satisfaction management company with solutions based on the American Customer Satisfaction Index (ACSI). With 20 years of senior management experience and as expert on web customer satisfaction, Freed has spoken extensively on the topic and been quoted in numerous publications and media, including CNN, The Wall Street Journal, The Washington Post, Investor’s Business Weekly, Internet Retailer, Multichannel Merchant, The New York Times, Computerworld and others.

Aliza Freud

Founder & CEO

SheSpeaks, Inc.


	Aliza Freud is the Founder and Chief Executive Officer of SheSpeaks, Inc., (www.shespeaks.com) the leading women’s insights and word of mouth marketing network. SheSpeaks stages and showcases products, services and content for companies that want to establish a direct dialogue with female consumers. Through its diverse, national network of female members, SheSpeaks helps client companies spark women’s interest, obtain candid feedback, grow word of mouth awareness, and build long term brand advocates. Ms. Freud observed that in this era of increasing consumer control over media, marketers need to be smarter about winning consumers’ attention, and are beginning to integrate rapidly evolving social networking tactics into the marketing mix. She founded SheSpeaks on the principle that women would thrive in a dedicated online community where they could gather, connect with others and see the power of their voices in action. SheSpeaks’ member network has grown to over 50,000 women from across the U.S. The company has successfully tested products and services for leading brands in the beauty, packaged goods, and media industries, including Philips, Dove® chocolates, Oxygen Network, AOL, Martha Stewart, OPI and others. Before founding SheSpeaks, Ms. Freud was an executive at the American Express Company’s Global Advertising and Brand Management group and led global brand enhancement initiatives. In her 10 years at American Express, Ms. Freud earned multiple patents for new financial and membership card services.

Jeffrey Graham

Executive Director of
Customer Insights

The New York Times

Jeffrey Graham leads a 30-person corporate research team for The New York Times and nytimes.com, which includes advertising, product, marketing and strategic research, web analytics, and database marketing. Previously he was SVP, Strategic Research & Accountability Director for Starcom MediaVest, where he led communication research for Procter & Gamble, as well as research for P&G’s television and digital investments. Jeffrey came to SMG from Dynamic Logic, where he led both client services and research development, and developed the company’s cross-media research practice, helping the company grow from a six person startup to a market leader purchased by Millward Brown in 2005. Jeffrey has held a number of executive positions at interactive agencies dating back to the mid- 1990’s, including Blue Marble and NOVO. Jeffrey has a B.A. in Communication for the University of Massachusetts, a Masters in Media Ecology from New York University, and is currently a PhD candidate in Sociology at the CUNY Graduate Center where is writing a dissertation on rumor control.

Michael Grissom

Customer Insight Group

The New York Times

Michael Grissom is responsible for leading customer insight research relating to business issues at both the print and digital New York Times products. This research has included several areas: A comprehensive market research program to re-direct marketing and communications efforts for loyal customer growth and brand development. Print reader research regarding changes to the newspaper including color and new sections International research on the readership of the International Herald Tribune leading to changes in the newspaper and a re-directing marketing and communications effort NYTimes.com users and relationship with The New York Times brand and news needs on the web Prior to joining The New York Times, he held research and development positions at Newsweek magazine. A Southern California native, Michael is a graduate of The University of Redlands and holds a Master's degree in Political Science from Rutgers University.

Damon Hemmerdinger

Owner

The Shops at Atlas Park


	Mr. Hemmerdinger is a Principal of A&Co., LLC, a boutique real estate development firm, and Development Director for The Shops at Atlas Park, a 400,000sf 12-acre mixed-use development in the Glendale section of Queens, NY. He brings to his work expertise on leasing and financing, community and economic development, and the structuring of multi-party relationships that facilitate transactions. Mr. Hemmerdinger also discharges his responsibilities as Senior Vice President of Atco Properties and Management, Inc., a Manhattan-based owner- operator of real estate. Together with his team, Mr. Hemmerdinger provides fully integrated real estate development services. In fact, the A&Co team is the exclusive leasing agent for Atlas Park, its design architect, its owner’s representative, its community relations group, and its financing representative. In addition, Damon has been involved in the financial and market analysis, conceptual programming and organizational arrangements proposed, by A&Co on behalf of its other clients such as Beacon Capital Partners, Fidelity Corporate Real Estate, Greater Jamaica Development Corporation, Benjamin-Beechwood, Plaza Mayor, and the State of Wisconsin. Mr. Hemmerdinger earned his B.A., magna cum laude, from Williams College in 1993. He is a member of the bar for the States of New York and Connecticut, and is a licensed real estate broker in New York. He has been a member of the Congress of New Urbanism since 1994 and is affiliated with the Urban Land Institute and the International Council of Shopping Centers, where he recently joined the Open Air Committee and the Green Building Working Group. He currently serves as the Chairman of the Board of Directors of AmericaSpeaks and formerly served on Manhattan Community Board 4 and the Lower Manhattan Development Corporation’s Development Advisory Committee.

Kevin Hickey

Global Consumer
Marketing Manager

InterContinental Hotels Group

Kevin Hickey is the Global Consumer Marketing Manager at InterContinental Hotels Group. He manages worldwide campaigns for loyalty program members that drive revenue and engagement at IHG hotel brands. Prior to this, Kevin held management positions at Delta Air Lines, and interned with Lufthansa Airlines in Frankfurt, Germany. Kevin holds a Bachelors Degree from the University of Michigan in Ann Arbor, and an MBA in International Marketing and Finance from DePaul University in Chicago.

Sarah Hofstetter

Vice President, Emerging
Media & Client Strategy

360i


	Sarah Hofstetter is VP of Emerging Media & Client Strategy at 360i, an award-winning independent digital agency. Since joining 360i, Sarah has built up the agency’s Emerging Media practice, which specializes in integrating new and emerging digital media opportunities within a brand’s digital marketing plan and now counts clients including NBC Universal, Scripps Networks and Red Roof Inn. At 360i, Sarah and her team work with the world’s leading brands to develop online promotional concepts that spark viral growth and support digital channels such as search and behavioral marketing, as well as a brand’s offline goals. The team devises strategies across new media such as blogs, social networks, online video, widgets, mobile, gaming and more to reach key demographic segments when and where they're most likely to be receptive. Prior to joining 360i, Sarah was President and Founder of Kayak Communications, a boutique marketing agency focused on developing brand strategy and communications plans for new media brands such as Adobe Systems, Vibrant Media, Covad and Bolt Media. Before starting her own agency, Sarah spent 10 years at Net2Phone, one of the world’s first providers of VoIP technology, in a variety of senior positions, most recently as Senior Vice President of Corporate Communications where she was charged with developing the company’s communications and brand strategy. Sarah is a well-regarded figure in the media industry, having spoken at numerous national conferences and seminars. She is frequently quoted in leading publications such as The Wall Street Journal, Adweek and Advertising Age and has sat on numerous trade editorial advisory boards.

Katie Ilch

Director of Marketing
Advertising & Branding

The Food Network


	Katie Ilch joined Food Network in 2000 and since has been responsible for the strategy, development and execution of the network’s off-air consumer advertising, branding and media partnerships. Katie was integral in the development of the primetime “Food Network Nighttime” network brand positioning and has spearheaded the programming integration of media partners for the networks #1 series, the Next Food Network Star extending its awareness beyond paid media for all 4 seasons.

Adam Keats

SVP

Weber Shandwick


	Adam Keats is a vice president with Weber Shandwick, focusing on interactive marketing and online communications. With more than 11 years of interactive and public relations interactive experience, Keats is responsible for providing senior- level strategic counsel and managing large-scale interactive projects, ranging from Web site production to interactive marketing (e-mail, search engines, online community partnerships, blogs, etc.) to online crisis communications. His client experience includes Unilever/ Axe, Microsoft (Xbox), Barilla, Johnson & Johnson, Char-Broil, Kraft, and the State of New Mexico. Prior to joining Weber Shandwick, Keats led the Chicago interactive team for Edelman, the world’s largest independent public relations agency. While there, he oversaw all day-to-day activity in the Chicago office, co-led the national account management team and played a leading role in helping clients handle online crisis communications Prior to Edelman, Keats worked at Public Communications, Inc., a midsize Chicago PR firm and wrote for the Chicago Tribune. He still serves as a member of the official statistics team for the NFL’s Chicago Bears. Keats is a cum laude graduate of the University of Rochester, Rochester, N.Y., where he earned a Bachelor of Arts degree in political science and minored in journalism.

Ed Keller

CEO

The Keller Fay Group


	Ed Keller, CEO of the Keller Fay Group, has been called “one of the most recognized names in word of mouth.” The publication of Keller's book, The Influentials, co-authored by Jon Berry, has been called the "seminal moment in the development of word of mouth." The book has been featured in leading publications, including The New York Times, The Washington Post, USA Today, Fortune, Fast Company, Smart Money, Ad Age, AdWeek and BrandWeek. The American Marketing Association named The Influentials one of the best marketing books of 2004. He is Past President of the Market Research Council, and in 2006 was a Lecturer at the University of Pennsylvania's Annenberg School for Communication. He serves on the Annenberg School’s Alumni Advisory Board. Keller speaks frequently to business audiences about word of mouth marketing, and is quoted frequently in the trade press. Keller is a magna cum laude graduate of the University of Pennsylvania, where he also earned his MA in Communications from the Annenberg School for Communication.

Caroline Kerpen

VP of New Buzzness
Development

theKbuzz


	Caroline Kerpen began her career as an Intern at Radio Disney in Boston, and helped to launch the station on its very first day! She then worked for the station’s top client, Stop & Shop Supermarkets, leading their Kids Marketing Program. Next she moved to Polaroid, launching the IZone Camera, 1999’s #1 selling camera in the country! In 2001, she returned to Radio Disney, where she was the top seller of Disney stations across the United States. She then went on to manage Long Island’s #1 Hit Music Station 106.1 BLI. A long career in traditional media, Caroline’s first foray into BUZZ was through her wedding to longtime Buzz Builder Dave Kerpen. She is a proud mommy of two little bees, and is considered the “Queen Bee” of the Kerpen home.

Dave Kerpen

Chief Buzz Officer

theKbuzz


	Dave Kerpen's history of buzz began even before he graduated from Boston University. As a stadium vendor, he raised sales of the stadium's lowest selling product Crunch n Munch by 400%, through the concept of thematic vending. When he graduated, he became the top seller at the Boston Radio Disney station, before leaving to form his own company, Dave Kerpen Strategic Consulting. He created the concept of "Grander Openings"- taking a Grand Opening event and making it even "grander". Whatever project Dave is working on, he has attracted mass media attention- whether it's training thematic vendors for Guinness, planning a multicultural collaboration in Queens, or simply getting married on a baseball field in front of thousands.

Kitty Kolding

CEO

House Party


	Prior to her appointment as CEO, Ms. Kolding was charged with overseeing and activating all partnerships for House Party, and has engaged clients such as Kraft, TiVo, Palm, Hershey's, Cartoon Network, Anthem Blue Cross Blue Shield, Todobebe, Whirlpool and Avon to deploy the powerful House Party viral marketing platform. Prior to joining House Party in early 2006, Ms. Kolding founded and was CEO of an outsourced services firm specializing in strategic sales and partnerships. From 1998-2003 Ms. Kolding held a series of senior executive positions at Jupiter Research (NASDAQ: JUPM, fka JMXI, fka JPTR), during which time the company grew to over $100 million in revenues. Her roles included Senior Vice President of Global Sales & Client Service, Senior Vice President of International Business Development and Vice President of Global Strategic Accounts. Throughout her tenure at Jupiter, she worked with Fortune 500 clients from every major industry in 13 countries. Ms. Kolding currently resides in Colorado with her two sons.

Nick Koudas

Co-founder

Sysomos, Inc.


	Dr. Nick Koudas is a co-founder of Sysomos Inc, a software media analytics platform provider. He is also a professor at the University of Toronto, Department of Computer Science. Dr Koudas serves on program committee of premier data management conferences and serves on the editorial review boards of four scientific journals related to data management systems and data analysis. He holds more than twenty patents and has published over a hundred research publications in the areas of database systems, text analytics, and information mining. He was a principal member of technical staff at AT&T research laboratories before joining the University of Toronto.

Christian Kugel

SVP

Denuo


	Christian Kugel brings invaluable marketing knowledge and expertise to Denuo. During his expansive career in media and market research, he has developed a unique perspective and skill set through experience in traditional and emerging/interactive media, as well as syndicated and custom brand equity research. He currently oversees the unit’s Hewlett- Packard account and is responsible for helping the brand navigate the ever- changing emerging media landscape. He also works with a number of smaller, start-up agencies and companies, aiding them in the development and enhancement of their business and advertising models. Additionally, leveraging his extensive background in data and insights-based analytics, he manages Denuo’s proprietary toolset. Before joining Denuo, Kugel was an Account Group Director at Millward Brown, where he managed multi- national research initiatives for blue chip technology clients. Prior to joining Millward Brown, Kugel was Director of Insights & Analytics at Starcom IP. During his tenure with Starcom IP, he established and grew the Insights & Analytics function and led the development of proprietary agency tools. He has spoken at at multiple industry conferences and in 2003 was nominated for the ESOMAR John & Mary Goodyear Award for best international research. He received a Bachelor of Science degree in advertising from the University of Texas at Austin.

Dale Jolley

Consumer Marketing

HGTV


	As an 8-year veteran of HGTV with a background in programming, brand management and consumer marketing, Dale oversees production and placement strategy for numerous interactive marketing initiatives, including tune-in based creative, podcast production and distribution, and social media promotion. In addition, Dale manages all incentive marketing for the HGTV brand. An active member of AMA and Marketing Professionals, Dale also spends much of his time participating in several local interest groups, including the Foundation for Global Sustainability, the Arts & Culture Alliance of Greater Knoxville, and the East Tennessee Historical Society.

Camile Lauer

Director, Digital Insights Group

VML


	Camille is the Director of VML’s Digital Insights Group, focusing her efforts on social media and engagement using SEER™, VML’s social monitoring tool used to map ecosystems and influence created by online consumer-generated content. Camille joined Kansas City-based VML in 1999, account managing local accounts, Sprint and H&R Block. After a brief 12-month hiatus to tour the South Pacific, she returned to VML in 2002, spearheading Colgate-Palmolive’s online globalization effort, and then WPP’s online initiatives in London. Camille graduated from the University of Kansas (2008 NCAA basketball champs!), and when not busy at work can be found with her nose buried in Newsweek, planning a mountain adventure, or riding her motorcycle.

Barak Libai, Ph.D.

Senior Lecturer
Tel Aviv University

Visiting Professor
MIT Sloan School of
Management


	Barak Libai is a senior lecturer at the Faculty of Management, Tel Aviv University, and a visiting Associate Professor of Marketing at the MIT Sloan School of Management. His research focuses on consumer social interactions such as word-of-mouth and how they affect the growth of markets for new products. He is also interested in ways to place a monetary tag on the value of word-of-mouth interactions. His research on the value for the firm of consumer word-of-mouth over the product life cycle has won awards from the Marketing Science Institute, American Marketing Association and the Journal of Service Research.

Amy Marshall

Partner, Chief Results Officer

Webbed Marketing


	Amy is co-owner of Webbed Marketing, an Internet Marketing agency in Columbus Ohio delivering search engine optimization, paid search and social media services for a range of clients. Amy has more than 15 years of marketing and sales experience. Before joining Webbed Marketing, she held positions at successful international software companies such as Sterling Commerce and Quest Software, focusing on product marketing and global channel development. She has led international marketing campaigns for flagship products and her work has been recognized by the media and the industry. During her tenure with Quest, her product line was recognized by TechEd in 2007 winning the “Best of Award for the SharePoint Category.” Her progressive Internet marketing strategies focus on using communities and Web 2.0 technologies to help businesses grow. She holds a bachelor’s degree in International Business and Japanese.

Matt McGlinn

Director of Research

BzzAgent


	As director of business intelligence at BzzAgent, Matt McGlinn is responsible for establishing partnerships with leading marketing measurement firms, developing new models for measuring word of mouth impact, and devising campaign strategies for clients. Prior to joining BzzAgent, McGlinn served as project manager for Gbase.com, an online musician’s gear source, where he led online advertising initiatives and developed vendor sponsorships. Previously, he was the college marketing manager for Rounder Records where he managed radio and street promotion campaigns. McGlinn is a regular speaker at industry conferences including the Word of Mouth Marketing Association (WOMMA) Research Symposium, E-Tourism Summit and various AMA conferences. He is an active member of WOMMA’s Research Council and editorial board for “Measuring WOM Volume IV.” His research won the 2007 WOMMA research award for the paper, “Measuring the Ripple.” McGlinn received a BA from Hobart College and a MBA from City University of New York’s Baruch College with a concentration in Entrepreneurial Strategy and Marketing. award for the paper, “Measuring the Ripple.” McGlinn received a BA from Hobart College and a MBA from City University of New York’s Baruch College with a concentration in Entrepreneurial Strategy and Marketing.

Christine Morrison

Social Media
Marketing Manager

Intuit


	Christine Morrison is a Social Media Marketer at Intuit in San Diego, California. Before “Social” became the New Black she focused on engaging with customers and ensuring their voices are heard and drive change in the business. As a Product Manager she established long-term relationships with tens of thousands of customers by creating and driving an online customer community focused on co-creation. More importantly she made the voices of those customers heard in ways that drove regular and lasting change in product and marketing efforts, saving money and time in support and development costs. Along the way, she convinced executives to launch some of the business’ first- ever social efforts to further engage with customers. In prior lives she’s been a web developer, print advertisement designer, and a marine biology teacher. She is married to the greatest video game artist on earth, once lived in a tiny town in Bavaria, and still marvels that she actually got paid to teach snorkeling and kayaking for several years. She is widely regarded as the slowest, most awkward runner her friends know.

Rick Murray

President of me2revolution

Edelman


	Rick Murray is president of Edelman’s me2revolution. This new, global group is Edelman’s media lab, exclusively dedicated to identifying, testing, incubating and championing new forms of communications that get people talking across new platforms and channels. In this new role, he will also continue to serve as client relationship manager on Unilever’s AXE brand marketing business. Prior to taking the helm of me2, Rick directed the Edelman’s various creative business units (design, production, interactive services and brand experiences), while also spearheading the development of its word of mouth marketing offering. His principal areas of expertise include: brand identity, positioning and strategy; integrated marketing communications; and non-traditional marketing in both traditional and emerging channels. Today, he provides strategic and creative counsel to many of Edelman’s accounts including Microsoft, Nissan, Johnson & Johnson and Burger King. Rick is a governing member of the Word of Mouth Marketing Association, and co-chaired its ethics committee during WOMMA’s first year. He holds a B.A. in economics from the University of Vermont. An endurance cyclist and aspiring chef, he and his wife Lea live in Northfield, Illinois with their three daughters.

Dr. Vince Nowinski

Principle Methodologist

Satmetrix


	Dr. Vince Nowinski is Principal Methodologist of Satmetrix. With over 10 years of experience in the areas of customer satisfaction, customer loyalty, employee opinion surveys, and usability, Dr. Nowinski has helped to design global programs focused on strategic growth, profitability, and customer retention for Satmetrix’s largest and most strategic accounts. He is responsible for overseeing the content and methodology associated with Satmetrix’s suite of Customer Experience Management solutions. Dr. Nowinski earned a Ph.D. in Social Psychology from Stanford University, where he worked with Dr. Hazel Markus. He also holds a B.A. in Psychology from the University of Notre Dame. He is a member of numerous professional organizations, including the American Psychological Association, the Bay Area Special Interest Group on Human- Computer Interaction (BayCHI), and the Usability Professionals Association (UPA).

Sean O'Driscoll

CEO & Founder

CGT Consulting


	Sean O’Driscoll is the founder and chief evangelist for CGT Consulting where he focuses on education/ immersion workshops on social media / communities / advocacy programs. Sean also provides extensive strategy development sessions focused on working with clients turning his workshops into business strategy for organizations with roadmaps, metrics, and action plans. Prior to founding CGT Consulting, Sean was the Global Manager for CSS and the MVP Award Program at Microsoft Corporation. As the Global Director, Sean was responsible for the worldwide team that identified, awarded, and engaged 4000 MVPs spanning 90+ Microsoft technologies and in more than 90 countries. O’Driscoll began his career at Microsoft in 1992 as a customer service and sales professional responsible for business development and client relationships. Most recently, he was responsible for Premier and Professional Services sales and delivery to Independent Software Vendors in the US. Prior to that, Sean served as a business development manager working with ISVs on joint development, co- marketing and channel development with Microsoft.

Heather Oldani

Director, Communications

McDonald’s USA


	As Director, Communications at McDonald’s USA, LLC, Heather Oldani is responsible for developing and executing the public relations strategy that will build McDonald’s brand and business long-term in the United States. Specifically, Oldani oversees a talented team that crafts leadership public relations programs that drive positive brand perceptions, as well as awareness and trial of new product launches. In addition, she focuses on creating strong synergy and collaboration between the public relations and marketing functions. Prior to joining McDonald’s USA, Oldani was with Edelman Public Relations where she developed and supervised integrated public relations activities for a variety of financial services, retail and technology companies. As a member of Edelman’s Reputation Management Practice, Oldani managed clients’ internal and external communications initiatives in the areas of corporate and executive positioning, M&A, branding and social responsibility. In addition, she developed and oversaw the Practice’s Executive Forum Service, which counseled clients on the development of thought leadership platforms while also securing high-level speaking engagements for senior management. Oldani received a both a M.A. and B.A. from the University of Illinois.

John Porcaro

Director of Customer &
Consumer Relations
Microsoft

XBOX Global Marketing


	John Porcaro has been at Microsoft since 1990. He was at Sun Microsystems TOPS division for two years before that, and at Migent, Inc. two years prior to that. John was Product Manager in Microsoft’s “Consumer Division”, managing marketing of Dinosaurs, Musical Instruments, Frank Lloyd Wright, Cinemania, and a bunch of other multimedia titles. John received his BA from the University of Washington in Business Administration, Marketing Major, OB minor. John grew up in Orem, Utah, USA. Graduated Orem High School, 1982. He was one of twelve kids. John currently lives in Redmond, Washington area (near Seattle) with his wife and four kids.

Angela Proctor

Senior Director of
Communications and
Field Marketing

Boston Market


	Angela Proctor is currently the Senior Director of Communications and Field Marketing for Boston Market. Angela is responsible for internal and external communications, local store marketing programs, web development, and other online initiatives. In this last year, she has also executed two word-of-mouth marketing programs to re-engage lapsed customers. Prior to joining Boston Market, Proctor was Senior Vice President at Fleishman-Hillard where she developed and executed external media relations campaigns and other non-traditional marketing programs for a variety of clients. There, she led several face-to-face word-of-mouth programs utilizing the agency’s network of community organizers. Before Fleishman-Hillard, Proctor worked as a brand manager for Spectrum Brands, growing the Cutter and Repel brands of insect repellent. These challenger brands required integrated marketing programs that gained consumers’ trust and stretched marketing budgets. There she developed an appreciation for the power of both public relations and word-of-mouth marketing. Proctor holds a bachelor’s degree from Northwestern University and an MBA from Washington University in St. Louis.

Linda Saindon

Marketing Consultant

Kraft


	Linda Saindon, a consultant to Kraft Foods, led the strategic development and implementation of the newly- launched WOM community called Kraft First Taste. Linda’s career has spanned a number of different roles in the marketing arena, and she has previously worked with several other CPG companies including Procter & Gamble, Clorox, SC Johnson and ConAgra Foods. Linda Saindon Marketing Consultant Kraft

Stu Sheldon

President

Escalate


	Stuart’s passion for marketing innovation, and especially word of mouth marketing, come to life in these summary examples: 2005-2007: Led an internal cross- functional team on a two-plus year journey to explore the relevance and application of word of mouth marketing to the Coca-Cola organization. Stuart and his team become sought- after subject matter experts for the global organization and the WOMM community. After signing up Coca-Cola as a corporate member of the Word of Mouth Marketing Association (WOMMA), Stuart serves on the Events committee and helps establish the Brands council. January, 2008: Founded ConnectUs Marketing LLC, a marketing consulting firm that combines traditional brand management expertise with a passion for marketing innovation in a culture of integrity, accountability and collaboration that yields high quality work and results. ConnectUs signs its first three clients in less than 30 days. May, 2008: Merges ConnectUs into Snap! Marketing, an award-winning experiential marketing company, to create Escalate, the only independent marketing agency that offers both experiential and WOM marketing services. WOMMA votes Stuart onto its board of directors and he adds Editorial board responsibilitie. Stuart and Karen, his wife, live in Atlanta with their three sons. When not chasing the boys, Stuart is a competitive water polo player and swimmer. Stuart graduated from Washington & Lee University in Lexington, Virginia with a BA in English Literature. He grew up in Wichita, Kansas.

Gary Spangler

E-Business Leader

DuPont Electronic &
Communication Technologies


	Gary Spangler has worked for DuPont for the past 29 years. He holds a B.S. degree in Civil Engineering Technology and an MBA from Virginia Polytechnic Institute and State University. Gary leads E-Marketing for DuPont Electronic and Communication Technologies. DuPont has global sales of nearly $30 billion in 70 countries. Gary is a leader in DuPont for Word of Mouth Marketing and all aspects of social media. Gary represents DuPont to the Word of Mouth Marketing Association (WOMMA). During that time, he has served on WOMMA’s Board of Directors and co-chair of WOMMA's ethics council. Gary has spoken on E-Marketing and Word of Mouth Marketing topics in the United States and Europe including venues sponsored by Ad-Tech, Marketing Sherpa, Direct Marketing Association (DMA), WOMMA and BtoB Magazine. His opinions have been written in Information Week, NPV Marketing Magazine, Brand Week Magazine, BtoB Magazine and Marketing Sherpa. Gary was nominated for the DMA’s Direct Marketer of Year 2007 and his “DuPont Science Stories” word-of-mouth video campaign was a national finalist for OMMA’s Best Campaign in Social Media award for 2007.

Sherri Stevens

Director, Innovation

Millward Brown


	Sherri Stevens is the Millward Brown Global Innovation (R&D) representative in North America. She is actively involved in conceptualizing and developing new research solutions that address the changing needs of clients. She plays an active role within Millward Brown’s Thought Leadership group. Her primary research expertise is in customer experience, brand equity, segmentation, and customer loyalty. Her industry expertise has primarily focused on services including retail, healthcare, financial services, and communication. She has presented papers at North American and International conferences including the Association for Consumer Research and the American Marketing Association.

Sarah Superfon

Director of Interactive
Marketing & Direct Response

Millward Brown


	Sarah Superfon is the director of interactive marketing and direct response at philosophy. She has been with philosophy for the past four years, during which time she had several roles in this growing, entrepreneurial company. From international marketing and customer service, to ecommerce and direct response, Superfon has always had a passion for engaging and delighting the customer. Prior to philosophy she was the director of international marketing at SKECHERS USA, and earned her MBA from the University of Denver. She resides in Phoenix, AZ and is married with a daughter.

John Vail

Director
Digital Media & Marketing

Pepsi. Co


	As director, digital media & marketing of Pepsi-Cola North America, John Vail is responsible for developing internet strategies for brand building and promotional initiatives. Prior to assuming his present position in June 1999, Vail was in the media & entertainment marketing department where he held a series of senior positions, and originally joined the company in 1990. Before joining Pepsi, Vail was a vice president, assistant media director with Ogilvy & Mather Advertising in New York. He holds a BA in Marketing from Pace University.

Josh Warner

President

Feed Company


	Josh Warner founded Los Angeles–based Feed Company last year with such a goal in mind. Feed gets videos in front of users on the likes of social networks, blogs, video sites and forums, and then tracks the results (views, discussion, etc.) for clients. Warner urges its clients — including Goodby, Silverstein & Partners and Interpublic’s Deutsch Los Angeles — to think like entertainment companies, not advertisers. “Social networks like YouTube, Facebook and MySpace are, in essence, permission-based,” Warner says. “We can’t force anyone to watch our video in these environments, but we can ask them. So we remind our clients to think like entertainment companies, because with that mindset they’ll create content that’s actually worth watching.” The more reasons Warner can give consumers to watch, the better — even if it means not thinking like an advertiser. Prior to starting Feed Company, Josh was vice president of marketing at Nine Systems, an online video delivery company acquired by Akamai Technologies, Inc. Before that, he ran a marketing consultancy for music and technology firms including Apple Computer, Radio AOL, Radio Free Virgin and Virgin Records. He started his career at DDB Needham and earned his bachelor’s in marketing from Boston University.

Rick Wion

Vice President,
Interactive Communications

GolinHarris Dialogue


	Rick Wion manages interactive communications for the Chicago office of GolinHarris, bringing more than a decade of thought leadership, Web strategy and digital campaign management experience to the award-winning PR agency. Wion has worked with a myriad of organizations, from start-ups to the Fortune 50, and is a recognized leader in applying digital media to the public relations mix. His areas of expertise span online marketing, social media, e-commerce and web-based learning. Wion supports many of America’s most respected brands including McDonald’s, Johnson & Johnson, Dow Chemical, State Farm Insurance, and Unilever, to name a few. Prior to joining GolinHarris, Rick served as the Director of Web Services for SmithBucklin, leading the efforts of more than 80 international organizations in social media, e-learning and e-commerce. Wion has written articles on Internet technology and lifestyles for the Chicago Tribune and a variety of national magazines. He has appeared as a featured speaker on technology trends at numerous interactive communications venues and also facilitates staff training and digital media skills development in the GH Chicago office. Rick is a graduate of the University of Illinois Urbana-Champaign and lives in Chicago. He is an avid traveler having visited 14 countries in the past six years. Rick is determined to fill up his son’s passport before Tommy’s fifth birthday.

David Witt

Manager
Brand Public Relations

General Mills


	David joined General Mills in 2005 in the brand public relations group. He currently is the public relations manager for Yoplait, where he manages all traditional media relations efforts. Additionally, David leads word-of-mouth and social media efforts at General Mills, and led the creation of the Pssst… network. He has also worked on several other General Mills brands including Progresso, Hamburger Helper and Old El Paso. Before joining General Mills, David worked for eight years as a concert and festival producer and promoter in California, focusing mainly on classical and jazz musical events. He also worked in sports and event marketing for Blue Cross Blue Shield and worked in brand public relations for clients such as Reynolds Consumer Products, Home Depot, Virginia Beach Tourism and Amelia Island, at a public relations agency in Virginia. He received his MBA from Azusa Pacific University in California.

Welcome to the Word of Mouth Marketing Summit 2007

Presented by WOMMA

Speakers