2010 ARF Industry Leader Forum Program
 

2010 ARF Industry Leader Forum Program

San Francisco Industry Leader Forum Program

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A One-Day Workshop

Thursday, January 28, 2010 • Bently Reserve, San Francisco

Learn how to use listening, evaluate listening applications, develop a listening strategy, integrate it into your existing research program, create an action plan and apply its learnings. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day.

7:30–8:30AM

Registration and Continental Breakfast / Coffee
Register, and network with fellow attendees.

8:30–8:45AM

Marketing is Transforming; Are You Listening?
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.

8:45–9:00AM

The ARF Listening Playbook
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 the acclaimed publication The ARF Listening Playbook. The ARF Listening Playbook is a comprehensive document that includes over 35 case studies showcasing listening applications, and answers the questions: what is listening, how is it used, how is it done and where is it going?

Each attendee will receive a copy of The ARF Listening Playbook.

9:00–9:15AM

Listening to the Voice of the Consumer
Michael Cooperman – Senior Director, Consumer Marketing and Product Development, J.D. Power Web Intelligence
“The voice of the customer” now comes to us organically, in their own words, as well as via surveys. J.D. 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.

“The Landscape of Listening” (9:15AM–12:30PM)

9:15–10:30AM

Case Studies
Case study presentations providing a blueprint for building a listening organization, followed by a panel and audience Q & A.

Building the Listening Organization
MODERATED BY: Rich Ullman – SVP, Marketing, Ripple6
The Art of Listening – Social Media a Gateway to Engage Customers
Sahana Jayaraman – Senior Account Executive, Peppercom
IBM's Journey in Social Media
Vishal Pandya – Market Insights, Client Research Analyst, IBM
New Listening Process for Movie Marketers
Ethan Titelman – Vice President, Penn Schoen and Berland Associates

10:30–10:45AM

Mid-Morning Break

10:45–11:05AM

Establishing a Holistic Approach to Listening
Doug Frisbie – National Social Media and Marketing Integration Manager, Toyota
Doug will discuss how Toyota has established social media programs as part of their listening, marketing and customer service strategy, and why organizations need to move from listening “silos” to infusing social media across the organization. Followed by audience Q & A.

11:05AM–11:25AM

Listening – Moving From Observations To Insights
Paul Banas – Senior Category Insights Manager, Kraft Foods
Paul will share how Kraft is using listening to understand consumer passions and needs associated with its categories, look for white space opportunities for new product development, and to understand the digital essence of the Oscar Mayer brand. His focus is how to move beyond mere observations of consumer behavior in the digital space, in order to identify the true tension points and emotional connections that make up actionable insights. Followed by audience Q & A.

11:25–11:45AM

Listening in a Regulated Industry
Johanna Skilling – EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness
Saatchi and Saatchi Wellness creates communications for products and services that promote wellness, with clients including Nexium, Ambien CR, Plavix, Durex, Frontline and Transitions. So what kind of challenges come with listening in the context of a regulated area like the pharmaceutical industry? Johanna will share some of the challenges Saatchi and Saatchi Wellness has faced and overcome. Followed by audience Q & A.

11:45–12:30PM

Keynote Address
Evolution: The Eight Stages of Listening
Jeremiah Owyang – Partner, Altimeter Group
Organizations are aware that they need a listening strategy, as customers become more empowered through platforms such as social media. However, most companies and their agency partners don’t know why to listen or how. Jeremiah Owyang, social media superstar and author of the popular blog “Web Strategy”, will help you identify where your organization fits on his Eight Stages of Listening matrix, and where to go from there. Discover the best practices of listening, and learn from case study examples on who does it well. Followed by audience Q & A.

12:30–1:30PM

Luncheon Topic Tables
Topic-driven luncheon tables will provide opportunities for attendees to network and discuss listening-related topics with industry experts.

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. 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.

Listening to Tribes Online: Is Your Brand Part of the Discussion?
Mike Cooperman - Senior Director, Marketing, J. D. Power Web Intelligence
Teens, Tweens, Moms, Green Consumers and Boomers – using the blogosphere to segment consumer conversation produces some interesting results when it comes to discussions about cars, sustainability, quick serve restaurants and other relevant topics. Join Mike Cooperman, Senior Director of Marketing from J.D. Power Web Intelligence to find out which brands are making the most in-roads with these consumer segments.

Listening to Tribes Online: Gen X vs. Gen Y Moms
Jennifer Zinn – National Account Manager, 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.

Going Deep
Opportunities to Listen and Engage
Rich Ullman, Vice President, Ripple6
A discussion on how to get deeper insights through conversations. How can communities and conversations provide the opportunity to understand more, not just on a broad scale, but on a deeper level about the things most important to your business.

Going Deep
Opportunities to Listen and Engage

Paul DePinto, Vice President, Ripple6
A discussion on how to get deeper insights through conversations. How can communities and conversations provide the opportunity to understand more, not just on a broad scale, but on a deeper level about the things most important to your business.

Who Owns Social Media in the Organization?
Larry Friedman – Chief Research Officer, TNS
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. We explore how organizations can design an enterprise social media solution that meets the needs of multiple stakeholders and how listening solutions contribute to integrated insights and collaboration across organizational function.

“The Challenges of Listening” (1:30–3:00PM)

1:30–2:30PM

Breakout Workshops
Overcoming the Challenges of Listening
Facilitated breakout sessions will allow participants to ask questions about how to overcome some of the challenges of listening, as well as network with industry experts and their fellow breakout group participants.

Listening 2.0 Activating Social Media Across the Enterprise
Rob Key – CEO, Converseon

How to use listening data to help drive marketing and advertising decisions
Michael Cooperman – Senior Director, Consumer Marketing and Product Development
J.D. Power Web Intelligence

Listening in Order to Engage – How do you know what’s important?
Paul DePinto – Vice President, Ripple6

A new way of media planning – listening v. asking
Larry Friedman – Chief Research Officer, TNS

2:30–3:00PM

Breakout Group Presentations
Overcoming the Challenges of Listening
MODERATED BY: Steve Rappaport – Knowledge Solutions Director, The ARF
The key challenges of listening, and how to overcome them will be presented by each breakout group facilitator. Followed by audience Q & A.

Listening 2.0 Activating Social Media Across the Enterprise
Rob Key – CEO, Converseon

How to use listening data to help drive marketing and advertising decisions
Michael Cooperman – Senior Director, Consumer Marketing and Product Development
J.D. Power Web Intelligence

Topic TBA
Paul DePinto – Vice President, Ripple6

A new way of media planning – listening v. asking
Larry Friedman – Chief Research Officer, TNS

“The Future of Research” (3:00–4:45PM)

3:00–3:20PM

Microsoft’s Looking Glass
Stephen Kim – Senior Director, Microsoft Branded Experiences and Entertainment, Microsoft Advertising
Stephen will demonstrate Microsoft’s Looking Glass. This brand new tool brings together company mentions on microblogs like Twitter, Flickr and other social media platforms and websites, to help monitor and compare large, disparate volumes of information on a single dashboard. Looking Glass will help drive collaboration and assist organizations to move away from a “siloed” approach to listening.

3:20–3:40PM

The New World of Work
Steve Patrizi – VP Advertising Sales and Operations, LinkedIn Corporation
Steve will share the current trends shaping marketing implications within social media as well as case studies of companies that have successfully opened up new communication channels for their customer conversations… and what it all means for the future of research.

3:40–4:00PM

vitaminwater® connect(s) with their consumers
Jason Harty – Brand Manager, vitaminwater
In a revolutionary program where product development, product marketing and consumer engagement intersect, vitaminwater highlights the importance of incorporating "listening" to part of the conversation. Jason showcases the most recent example -- the "vitaminwater Facebook Flavorcreator" -- where vitaminwater encouraged its Facebook fans to participate beyond a simple vote to help design the next variety. In fact, vitaminwater just announced this newest variety “Connect” (black cherry-lime with caffeine and eight key nutrients). Discover how to make listening part of the conversation and the possible future opportunities for your organization through this fascinating case study.

4:00–4:45PM

Panel Discussion
The Future of Research – What Lies Ahead?
MODERATED BY: Lynne d Johnson – SVP, Social Media, The ARF
Stephen Kim – Senior Director, Microsoft Branded Experiences and Entertainment, Microsoft Advertising
Steve Patrizi – VP Advertising Sales and Operations, LinkedIn Corporation
Jason Harty – Brand Manager, vitaminwater
Our panel of industry experts will discuss what they believe the future of research may hold. Followed by audience Q & A.

4:45–4:55PM

Synthesis of the Day
Joel Rubinson – Chief Research Officer, The ARF

4:55–5:00PM

Closing Remarks
Lynne d Johnson – SVP, Social Media, The ARF

5:00–6:00PM

Networking Hour and Book Signing
Decompress and debrief with colleagues, speakers and sponsors. Steve Rappaport will be signing copies of The ARF Listening Playbook.

Overview

Location

Bently Reserve
301 Battery St.
San Francisco, CA 94111
http://bentlyreserve.com

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Feedback From Attendees

The quality of the content and people was top-notch and I learned SO MUCH! I am really excited to be working with The ARF and plan to expand our involvement with the organization. ... I am looking forward to seeing you in NYC in March and collaborating with your throughout 2010!
Lisa Joy Rosner, CMO, NetBase

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