ARF Industry Leader Forum – San Francisco, CA, USA

Bently Reserve,
San Francisco CA, USA

A One-Day Workshop – Putting Listening to Work

ARF Industry Leader Forum – San Francisco, CA, USARFA Forum industry leader – is an interactive event to help advertisers, agencies, media and research firms determine how to use social media and behavior of their digital strategies. Join this upcoming event to learn how to use listening, evaluate listening applications to develop a strategy of listening to incorporate it into their existing research program, create an action plan and implement its learnings. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day.

Key Speakers

* Keynote Speaker: Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group
* Steve Patrizi, Vice President, Advertising Sales & Operations, LinkedIn
* Doug Frisbie, National Social Media & Product Integration Manager, Toyota Motor Sales
* Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness
* Vishal Pandya, Market Insights, Client Research Analyst, IBM
* Ann Barlow, Partner and President, Peppercom West Coast
* Paul Banas, Senior Category Insights Manager, Kraft Foods
* Stephen Kim, Senior Director, Microsoft Branded Experiences and Entertainment, Microsoft
* Ethan Titelman – Vice President, Penn Schoen and Berland Associates
* Jason Harty – Brand Manager, vitaminwater

Attendees will receive The ARF Foundations Series – Listening tool, an $895 value, featuring 25 case studies and 30+ company reviews how listening is used for consumer insight, customer service, new product development, reputation management, competitive benchmarking, and breaking into new applications like media planning, targeting and predictive modeling. Speakers include: Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group, Toyota Motor Sales, Saatchi and Saatchi Wellness and LinkedIn.

Event Agenda

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 and Associates
“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
Building the Listening Organization
MODERATED BY: Rich Ullman – SVP, Marketing, Ripple6
Ann Barlow – Partner and President, Peppercom West Coast
Vishal Pandya – Market Insights, Client Research Analyst, IBM
Ethan Titelman – Vice President, Penn Schoen and Berland Associates
Case study presentations providing a blueprint for building a listening organization, followed by a panel and audience Q & A.

10:30–10:45AM    Mid-Morning Break

10:45–11:05AM
Toyota Case Study
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

Kraft Foods Case Study
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
Saatchi and Saatchi Wellness Case Study
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 have 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.
Michael Cooperman – Senior Director, Consumer Marketing and Product Development, J.D. Power and Associates
Jennifer Zinn – National Account Manager, J.D. Power and Associates
Rich Ullman – SVP, Marketing, Ripple6
Larry Friedman – Chief Research Officer, TNS
Rob Key – CEO, Converseon

“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.
FACILITATED BY:
Larry Friedman – Chief Research Officer, TNS
Rob Key – CEO, Converseon

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.
Larry Friedman – Chief Research Officer, TNS
Rob Key – CEO, Converseon

“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.

 

Leave a Reply

Your email address will not be published. Required fields are marked *