David Balcom, Managing Director, Digital Activation, ACS
   Building Successful Mobile Platforms

Joanne Burns, EVP, 20th TV, Fox
   Multi-Platform Marketing: The Evolution of Now

Charles Euchner, Author, The Writing Code
   The Golden Rule of Communication

Glenn Hansen, President & CEO, BPA Worldwide
   How to Spend Wisely: Auditing Brands through all Channels

Bill Igleheart, VP, Blue Cross Blue Shield of So. Carolina
   Shifting Markets: A Case Study in Expansion from B2B to D2C

Kent Lewis, President, Anvil Media, Inc.
    Build Brand, Create Customers and Energize Evangelists

Mary Beth McEuen, VP, The Maritz Institute
   Realizing the Promise of Relationship Marketing

Dustin Ritter, VP of Marketing, MarcomCentral
   Navigating the Enterprise Marketing Software Landscape

Ralph Thomas, VP, Seminole Gaming
   Mining Customer Data: Effectively Using Analytics

Dr. Bob Wright, CEO, Wright Business
   The Journey towards Transformational Leadership

Karen Zuckerman, President, HZDG
   Always in Beta: Launching Agile Strategies to Maximize Marketing

In this engaging keynote presentation, Mark C. Thompson will reveal the secrets behind company growth, innovation, leadership, customer engagement and talent management. Some speakers talk about change and growth but they've never done it before.  Mark has made it happen both as a corporate executive and a Stanford University scholar.

Mark C. Thompson, an Operating Executive, Business Growth & Change Expert, and Best Selling Author, is the new CEO and co-founder of Richard Branson's Entrepreneurship Hub for Virgin Unite. He has held front-row seats during transformations at Charles Schwab as Chief of Staff and Chief Client Experience Officer, and as a board member at Best Buy and Apple's top iPhone and iPad app companies. Mark is the bestselling author of Now, Build a Great Business and Success Built to Last with Jerry Porras, the sequel to Built to Last, as well as a regular blogger for Virgin and The Huffington Post.

Today’s marketers face accountability challenges on multiple fronts. On one hand, marketers need and expect sophisticated targeting and measurement analytics—particularly for brands operating on several platforms. More than ever, marketers are on the hook to provide the C-suite with justification and assurance of dollars well spent.

At the same time, marketers wish to minimize risk of fallout from “green-washing” and being held accountable by stakeholders. Globalization, instant communications, organized civil society–and now a crisis in trust—have changed the rules of the game for companies. Firms are being held to complex and changing sets of standards from those who pass judgment on corporate behavior. In our ultra-transparent world of instant communications, every step and misstep is subject to scrutiny, and every company with a brand or reputation to protect is vulnerable.

So where does a marketer start? Is it possible to satisfy both sides of the accountability question? Join the session to discover how marketers can have the best of both worlds: independent brand metrics to justify spend; as well as assured reporting to provide a way of evaluating how an organization has determined the key sustainability issues it needs to address, how well it understands those issues, the basis for this understanding, and what it is doing to respond to them.

Audience: B2B

Too many marketing outlets? Not enough money to go around? If you’re like most companies, your marketing budget is spread too thin. Which means you have to be smart about who you’re targeting, where to find them, and what you say to them. And finding out what works can’t wait for the next budget cycle. Take a page from the world’s best software developers and adopt an iterative approach to your marketing.

This session will take a pragmatic look at agile marketing, introducing you to innovative ways to continuously evolve your approach. We’ll look at how your brand’s marketing focus can—and should—be iterative as newer platforms gain in popularity. You’ll learn how to quickly launch “beta” campaigns, listen to feedback, adjust your approach, abandon unsuccessful initiatives, and relaunch new “battle tested” campaigns.

Audience: B2C

This workshop will walk through two real-life, current examples of how to embrace new media marketing platforms and maximize their effectiveness. We will examine multi-platform marketing from  key perspectives necessary to drive your strategies.

Come explore:

• The optimum media mix – where one form compliments and does not cannibalize the other
• The optimum timing – to achieve cumulative reach while not drowning the individual media platforms with overlapping messages
• The optimum platforms - to attain the widest reach of your targeted customer without duplicating or omitting
• How to keep pace with the rapidly changing technology and leave room for adjustments

Audience: B2C

The American Cancer Society (ACS) has been leading prominent mobile initiatives that enrich and extend its lifesaving mission. It has developed a comprehensive mobile strategy which addresses its mission imperatives and its fundraising platform, including mobile launches of its Cancer.org platform, as well as national rollouts of SMS and Text-to-give initiatives to the field.

This case study will focus on the steps taken to build a successful mobile platform, including establishing business requirements and key program objectives, devising a mobile strategy and educating and mobilizing internal executives and stakeholders.  We’ll look at how to develop and deliver mobile programs to the intended audience and discuss the ACS’ strategies, programs, performance and learnings gained.
 

• Internet & Technology Expert, Author of The Facebook Effect 
• Senior Director, Global Marketing, SAP
• President, McKee Wallwork Cleveland
• Principal, Fusion Hill
• Chief Executive Officer, Koka Consulting
• Director, Communications, Ingersoll-Rand Company, Ltd.
• Vice President, Corporate & Marketing Communications, Tellabs
• Director of Digital Engagement, Siteworx
• Vice President, Marketing, Houlihan's Restaurants, Inc.
• President, HZDG