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

Welcome to the Word of Mouth Marketing Summit 2007

Presented by WOMMA

Speakers