Winning with Social Media: ARF Industry Leader Forum – New York City, USA

The New York Athletic Club
180 Central Park South
New York City, USA

The media has provided advertisers and brand marketers, media and agencies with new ways of listening to consumers. Listening to head to participate in the talks and the discovery of new knowledge actionable.

Speakers include:

• Keynote Speaker: Chris Brogan, President of New Marketing Labs, co-author of The New York Times Best Seller Trust Agents, author of a blog in the top 10 of the Advertising Age Power 150 and in the top 100 on Technorati keynotes
• Google’s Hyunyoung Choi, Senior Economist, shows how to use search as a predictive listening tool
• IBM’s Vishal Pandya, a Market Insights professional shares a case study on how IBM has integrated a listening model and the evolution of ‘listening’ as a research discipline in IBM
• ESPN’s Julie L. Propper, Director, Advertising Analytics, demonstrates how listening engages and serves fans
• GE Capital’s Courtney Keating outlines how monitoring social media fits into the overall “enhancing consumer insights” framework and how to interpret these online conversations

Social media has forever changed the marketing mindset, realizing that consumers now demand authenticity, transparency, and frictionless access.

Event Agenda

7:30–8:30AM

Registration

7:30–8:30AM

Continental Breakfast / Coffee
Network with fellow attendees.

8:30–8:45AM

“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.

8:45–9:00AM

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.
Each attendee will receive a copy of the ARF Foundations Series – Listening.

9:00–9:15AM

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.

9:15–9:45AM

“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.

9:45–10:30AM

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

10:30–10:45AM

Mid-Morning Break

10:45–11:30AM

The Impact of Listening: True Stories, Real Results
Case studies on how listening can truly impact one’s business.

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