San Francisco program soon to be updated. Please check back. For what to expect, take a look at our New York program below.
New York Program Below – One-Day Workshop
Social media has forever changed the marketing mindset, realizing that consumers now demand authenticity, transparency, and frictionless access.
Registration
Continental Breakfast / Coffee
Network with fellow attendees.
“If You Are Not Listening, You Will Lose!”
Joel Rubinson – Chief Research Officer, The ARF
Joel updates us on the research transformation journey driven by the unprecedented possibilities for consumer insight, innovation and sense and respond through undisturbed listening.
ARF Foundations Series – Listening – The Top Line Highlights
Steve Rappaport – Knowledge Solutions Director, The ARF
Rising levels of industry interest in listening prompted the ARF to round up what is known and create a core reference work. The ARF's Steve Rappaport, bestselling co-author of The Online Advertising Playbook, took on this task, producing ARF Foundations Series – Listening. The ARF Foundations Series – Listening is a comprehensive document with 25 case studies showcasing listening applications.
Listening to the Voice of the Consumer
Chance Parker – VP and General Manager, J.D. Power Web Intelligence
“The voice of the customer” now comes to us organically, in their own words, as well as via surveys. JD Power will show how marketers are learning to listen to customers to fully understand how they truly feel about the products and services they use.
“Predicting the Present”, Using Google to Measure Economic Activity
Hyunyoung Choi – Senior Economist, Google
Every day, Google receives millions of queries from consumers looking to learn about something. This “dialogue” between searchers and Google is arguably a premiere source of listening insight. Hyunyoung will reveal the learning from a 2009 report on the use of Google’s Insight for Search tool that predicts today the results of reports that will be issued in weeks or months. “Predicting the Present” is indeed possible.
Discussion Panel – The New Landscape of “Listening”
Consumers are talking about you, how should you listen? A panel of industry experts share insights about the best tools for listening, as well they’ll talk about the rules of the game, and how to strategize your listening initiatives.
MODERATED BY: Lynne d Johnson – SVP, Social Media, The ARF
Ashley Alsup - Group Director, Cultural and Business Insights, Crispin Porter + Bogusky
David Rabjohns – CEO, MotiveQuest
Britta Ware – VP, Research Solutions, Meredith Corporation
Mid-Morning Break
The Impact of Listening: True Stories, Real Results
Case studies on how listening can truly impact one’s business.
Listen, Learn, Engage
Vishal Pandya – Market Insights, Client Research Analyst, IBM
Vishal Pandya, a Market Insights professional from IBM, will tell us how IBM explored the world of listening to determine how IBM’s business units could leverage this treasure trove of consumer conversation. Virtually all the key players in the listening business were heard and winners decided. But that was only the beginning. Vishal will cover IBM’s interest in listening, how it is used for internal projects, and the issues surrounding its use within the organization. He will explore the evolution of 'listening' as a research discipline in IBM and how important it is in a world filled with many voices.
Using a Lean-Back Approach to Build Loyalty and Trust and Improve Fan Experience
Julie Propper – Director, Advertising Analytics, ESPN
Julie is one of ESPN’s secret weapons. One of the most powerful brands in television, ESPN has achieved that by understanding its target audience (aka “fan base”) better than any competitor. Julie will talk about ESPN’s new advertiser analytics area and recent ground-breaking innovations like using WOM as an ROI measure for integrated media campaigns. She will review a powerful new online panel called Fanography that informs advertising executions and models and then listens to the consumer effects of cross-media campaigns.
Marketing in the New Credit Environment
Courtney Keating – Senior Marketing Manager, GE Capital
How do people feel about credit in recessionary times? How are their needs evolving as the economy recovers? GE Capital listens… and explains. Courtney will outline how monitoring social media fits into the overall “enhancing consumer insights” framework and how to interpret the key positive and negative themes of the continuous online conversations. She will also share how these key learnings can be applied to marketing efforts, existing products and the development of new products.
All the Way to Business Impact
Case history presenters will round out the picture of how listening was blended with other insights to drive new marketing action.
MODERATED by: Ann Green – Senior Vice President, Marketing Solutions, Millward Brown
Vishal Pandya – Market Insights, Client Research Analyst, IBM
Julie Propper – Director, Advertising Analytics, ESPN
Courtney Keating – Senior Marketing Manager, GE Capital
Keynote Address
The Rise of the Trust Agents
Chris Brogan – President, New Marketing Labs
Chris Brogan is a digital native first and now a true social media “rock-star”. His best-selling book, Trust Agents, manages to capture his 10+ years experience in the digital world into a synthesis that advertisers have been waiting for. He rightly wrote the book to answer the big advertiser question – “what do I do now”? Chris will explain to us why he believes that the key to winning on the web is trust. And that winning marketers behave as “trust agents”, using the web to be genuine and humanize their brands and businesses. When he’s finished you’ll want to rush back to your office and start practicing what he preached. By the way, Chris authors chrisbrogan.com, a blog in the top 10 of the Advertising Age Power 150. And, he has over 100,000 Twitter followers.
Presentation / Networking Luncheon
Luncheon Presentation
Beyond Words: “Listening” to the Unconscious Emotions of the Consumer
Dr Carl Marci – CEO, Innerscope Research
Dr. Carl Marci, co-founder and CEO of Innerscope Research, will discuss Innerscope’s approach to listening – biometric measurement of emotional engagement. Why use biometrics for listening? How do the foundations of engagement relate to social networking? How are they providing additional insight to marketing leaders? The company recently completed the ARF Research Review and Dr. Marci will share some of the case studies included in this rigorous validation process.
Luncheon Topic Tables
Deriving Actionable Insights from Social Media Research
Chris Wilkes – Senior Director of Account Management, Collective Intellect
Enabling clients to derive actionable insights from a strategic and tactical perspective, Collective Intellect moves clients beyond the ‘so what’ factor of basic analytics typically associated with Social Media research. Moving beyond metrics such as share of voice, volume and sentiment, Collective Intellect leverages unique technology differentiators to deliver clients analysis that matters, all in a fraction of the time and costs associated with first generation solutions in the social media analysis space. Explore how Collective Intellect has delivered actionable results for current clients and peers.
Listening 2.0 Activating Social Media Across the Enterprise
Rob Key – CEO, Converseon
The Internet has added new ways for companies to listen, augmenting surveys, focus groups, and other traditional market research. But the first generation of Web listening tools was heavy on automation and light on real insights and actionability. The next generation of listening tools is designed to generate action across the enterprise cases so that brands evolve into “Listening Organizations.” Learn how Web listening is changing, and how you can organize internally in order to discover better insights through listening and take advantage of them to deliver maximum business impact. You'll also get a sneak peek into what you should expect in the future, so that you're company is ready.
Three learnings:
Beyond Words: “Listening” to the Unconscious Emotions of the Consumer (Part II)
Dr Carl Marci – CEO, Innerscope Research
Expand on Dr. Marci’s presentation remarks in a conversation around the use of biometrics for listening and relevant insights for marketing leadership, the way in which engagement relates to social networking, and the experience of embarking on the ARF research review process.
Listening to Tribes Online: Gen Y Early Careerists
Chance Parker, Vice President and General Manager, J.D. Power Web Intelligence
We spent the last year listening to the online conversations of Gen Y, specifically Teens (12 – 18) and Early Careerists (22 – 29). We share some of those findings and discuss how this group is perceived and whether those perceptions are justified.
Listening to Tribes Online: Gen X vs. Gen Y Moms
Bill Tuohig – Senior Director, Product Development, J.D. Power Web Intelligence
Moms make 88% of household product purchase decisions, so naturally you listen to them like you listen to your own mother – but what are the differences in opinion, attitude and behavior between Millennial Moms and Gen X Moms? We spent the past year listening to the conversations between those two groups, and we’ll share some findings and discuss some truths, trends and myths.
Listening With Impact
Ann Green – Senior Vice President, Marketing Solutions, Millward Brown
How do we sell listening in our own organizations? Once applied, what new competencies or skill sets are required to “listen”? What does the engagement model look like for internal stakeholders in a listening model? Join Ann for a candid discussion on these issues and more.
Can’t We All Just Get Along? The Future of Social Media Measurement
Ali Rana – Vice President Digital Strategy, Millward Brown and Dynamic Logic
Join social media expert Ali Rana for a discussion of the latest in social media and how businesses are measuring the impact of their initiatives. Bring your questions, ideas and predictions.
Once Upon a Time...
Shelley Zalis – CEO, OTX Research
How we bring consumer stories to life using social media tools to add color and context to data.
The Theory of ... Survey Evolution
David Brandt – Chief Innovation Officer, OTX Research
How we are evolving our surveys for changing times.
Pre- and Post-Process Listening
Rich Ullman – SVP, Marketing, Ripple6
A discussion on generating the insights that tell you what to listen for, and the ability to probe deeper when you hear it. How can communities provide the opportunity to understand your advocates and detractors, and then engage them in conversations to understand what actions you should take?
Who Owns Social Media in the Organization?
Natasha Stevens – Senior Director of Insight Practice, TNS Cymfony
Various functions throughout the organization i.e. marketing, consumer insight, and customer service recognize the value and importance of listening / social media research to their business and research objectives.
However, these objectives frequently overlap across department yet may be pursued independently of each other resulting in inefficiency and lost opportunities for:
An important question arises: Who owns social media in the organization?
Listening is “The Trombone”
Shelley Zalis – CEO, OTX
Like in an orchestra ... every instrument plays a key role in creating harmony. "Listening is the trombone! How our instruments can play together to form the best research orchestra".
Breakout Groups
What Do I Do Now?
Facilitated breakout sessions will engage participants in deep discussions about listening and their practical considerations for brands and organizations.
Making your consumer/brand/category research smarter through listening
Facilitated by Chris Wilkes – Senior Director of Account Management, Collective Intellect
Managing and organizing listening across the enterprise
Facilitated by Rob Key – CEO, Converseon
Listening with more than your ears
Facilitated by Dr. Carl Marci – CEO, Innerscope Research
Listening in order to engage – how do you know what’s important?
Facilitated by Sang Kim – Founder and CEO, Ripple6
Listening – a more effective way to bring insights to your issues-based research
Facilitated by Natasha Stevens – Senior Director of Insight Practice, TNS Cymfony
Managing your listening operation – who, what, where, when, how and why?
Facilitated by Lynne d Johnson – SVP, Social Media, The ARF
Breakout Group Presentations
Breakout group projects will be presented to a panel of industry experts who will provide feedback.
Synthesis of the Day
Bob Barocci – President & CEO, The ARF
Declare Victory
Joel Rubinson – Chief Research Officer, The ARF
Networking Hour and Book Signing
Decompress and debrief with colleagues, speakers and sponsors.
Chris Brogan will be signing copies of his best-selling book, Trust Agents.
