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Social Media Road Show 2009: Risks & Rewards for Marketers Comes to Boston!
February 26, 2009
Babson Executive Conference Center
One Woodland Hill Drive
Wellesley, MA 02457
Time: 7:30 AM - 1:00 PM. Event includes breakfast, keynote presentations, and luncheon panel discussion with audience participation.
Opening Keynote Presentation: Leveraging New Digital Channels to Create Marketing Buzz
Presented by: Paul Dunay, Global Director, Integrated Marketing, BearingPoint
As everything becomes more networked, the possibility of always-on, always-connected, personalized media will become reality. And the potential for marketers is endless. But with the proliferation of new digital channels such as blogs, podcasts, videocasts, RSS – how do you leverage them to create some buzz for your product or service? The presentation will cover the landscape of existing and emerging channels and a discussion of how best to apply them strategically. The speaker will illustrate, with examples from real world experience, how to successfully integrate these new channels to market into your overall marketing mix.
5 Key Takeaways
- There Is No “Campaign” in Social Media
- Command and Control Branding is Dead
- Media Buying has to evolve
- Forget about Collecting Metrics and Start Nurturing Leads
- Don’t Interrupt what Interests People – BE what Interests People!
About Paul Dunay
 Paul Dunay has spent more than 20 years in marketing, creating buzz for leading technology companies such as Google, IBM, Microsoft, Oracle, SAP, Avaya and Cisco. He also has delivered work for American Express, Motorola, Genzyme, Novartis, Citigroup, Cendant and Ernst & Young.
Paul currently is a Global Director of Integrated Marketing for BearingPoint. His unique approach to integrated marketing has been recognized as a 2007 & 2006 finalist and 2005 winner of the Driving New Demand award of the Information Technology Services Marketing Association (ITSMA) as well as a winner of BearingPoint's Best Overall Marketing Campaign award in 2004.
Visit his blog on Buzz Marketing @ http://www.buzzmarketingfortechnology.com
Presentation: Inbound Marketing: Using Social Media and More to Attract Customers to You
Presented by: Mike Volpe, VP, Inbound Marketing, HubSpot
Cold calling, TV ads and other outbound marketing techniques are becoming less and less effective, but using search engine optimization (SEO), social media and blogging together can create powerful results with high ROI and a long lasting business impact. Learn the primary elements of inbound marketing and how to attract customers to you to lower your cost per lead and improve your marketing results.
About Mike Volpe
 Mike Volpe is VP of Inbound Marketing at HubSpot, an Internet marketing software startup, where he leads the company's lead generation and branding strategy through inbound marketing, including blogging, search engine optimization, video marketing, and social media. Since Mike joined HubSpot, the company has grown from 12 to 1,000 customers, from 5 to 55 employees, and raised $17 million of venture capital. Mike is a cutting-edge B2B inbound marketer who ranks in the top 0.1% of all users on Twitter (@mvolpe), speaks at numerous conferences, hosts a weekly live marketing video podcast HubSpot TV and blogs frequently. Before HubSpot, Mike worked as Director, Marketing Operations at SolidWorks where he launched a number of inbound marketing initiatives such as SEO, PPC, blogging and podcasting. Mike has an MBA from MIT Sloan and a BA from Bowdoin College.
Attendees will learn:
- The importance of including SEO with your social media marketing
- Why blogging and content creation is critical to your social media strategy
- How to measure social media marketing
Presentation: Handling Consumer-Generated Content Without Getting Burned
Presented by: Gonzalo Mon, Kelley Drye Advertising Law Practice, Washington, DC
Over the past few years, a growing number of companies have offered contests involving consumer-generated content. These types of contests offer many advantages for marketers who may benefit from the publicity and a more engaged customer base. Along with these advantages come a number of legal challenges, though. In addition to being liable for their own actions, companies may also find themselves liable for content posted by consumers.
Gonzalo’s presentation will focus on the key ways that companies are using consumer-generated content in contests. Gonzalo will explore some of the legal risks associated with these types of contests, including claims that have been brought in recent lawsuits as well as potential defenses. Finally, Gonzalo will offer some practical advice on structuring and managing these contests in a manner that minimizes the legal risks.
Attendees will learn:
- How to structure a contest in a manner that complies with applicable laws.
- How to avoid common pitfalls in selecting winners.
- How to reduce the risks associated with content posted by consumers.
- How to make official rules work in their favor.
About Gonzalo Mon
 Gonzalo E. Mon is an Associate in Kelley Drye’s Advertising Law practice. As an advertising attorney, Mr. Mon works closely with clients who are creative and he understands that these clients need creative solutions to their problems. As such, he assists clients in designing promotions, advertisements, and offers that will advance his clients’ business goals in a manner that complies with laws and offers as much protection as possible.
Mr. Mon has extensive experience in a variety of promotions including sweepstakes, contests, gift cards, and loyalty programs. Most recently, Mr. Mon assisted a leading quick-serve restaurant in structuring and advertising an instant win game offered in conjunction with the release of a major motion picture. In addition to domestic promotions, he has assisted clients with clearing promotions in more than 25 countries around the world.
Mr. Mon writes extensively on advertising and promotion law. His articles have appeared in national trade publications, such as PROMO, Entertainment Law & Finance, Internet Law & Strategy, Direct Marketing News, Journal of Payment Systems Law, Internet Retailer, ABA Consumer Protection Update, and Intellectual Property Today.
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