Program March 30th

• Current Market Situation and Future Perspectives
• Success-Factors of Social Media Initiatives and the Marketing 2.0 Industry
• Chances and Risks for Brands, Media and Agencies in a time of a Marketing-Paradigm change

• Using NPS to improve the consumer experience and drive engagement
• Integrating the NPS into daily business activities
• Using consumer segmentation (LEGO's Affinity pyramid) to enhance consumer experience whilst providing insights for innovation
• LEGO's interaction and co-creation with its communities, e.g. Adult Fans of LEGO (AFOL)

• The blending of old and new – how the content has been used by mainstream media, new media, bloggers and enthusiasts
• Creating and strengthening a community of interest around social media/asset sharing/digital storytelling within Ford
• Creative Commons – what did legal have to say about it?
• Getting traditional media to wrap their heads around RSS
• Can big brands go beyond mass marketing via Social Media and Marketing 2.0
• What are the barriers to keeping the conversation flowing?
• Where is the value for the company, brand and the consumers?
• How Southwest has learned how to leverage today's social media tools to successfully support Company efforts
• How Southwest have effectively made, managed, and maintained successful online communities and share every lesson they've learned along the way.
• Real-life case studies and examples from the last three years of Social Media at Southwest Airlines

• How social media impact brands communication and why it is crucial for them?
• How brands use the social networks in their communication.
• What are the tools and solutions available (metrics and case studies)?

• How sub communities on MySpace are crucial for brands?
• How brands can use new communication methods to talk to consumers?
• What are the chances and risks to communicate in social-networks

• What is the right Social-Network and how do we approach our consumers
• Using digital tools to build, reinforce and maintain a relationship with young consumers
• Engaging bloggers and online community with the brand and the products
• The iPhone, the new frontier for brand connections
• The right social brand model – how do we engage consumers to participate
• What is in for us – The value of Word-of-Mouth and its effect on ROI
• 3 factors of success of Social Media Branding
• Digital Darwinism - From brand presentation to brand relationship and interaction
• Jägermeister @ Social Networks and the Social Media Hype

• Sharing of company and brand information on the tipping-point
• Losing control to make social media a win-win situation for companies and consumers
• Creating communities to give and take from market participants equally

• We don't know anything about our customers!
• How to avoid customer confusion due to Marketing 2.0
• Creating ideas to avoid avoidance!

• Market research2.0: how to garner insight from online communities
• ROI: straightforward quantitative metrics to measure and benchmark the success of brands and campaigns online
• Beyond online marketing: using social web campaigns as live pre-tests for wider (off & on) marketing campaigns
• "Consumer Participation Paradox" – The challenge to serve and anticipate consumers needs and desires
• The move from a "market to consumers" to a "market with consumers"
• From "asking" to a more "Listening" paradigm - "respondents" as contributors

• Lessons of Innovations Management of eBay's Disruptive Innovation team
• Influence of Social Media on product innovations management
• What questions to be answered when someone tells you to "go innovate"

• How Marketing 2.0 needs computing and Cloud computing
• How Amazon run scalable, reliable applications that help making Marketing 2.0 happen
• How Technology Evangelism helps to improve mass

Program March 31st

• What is creativity in the Social Media era and beyond?
• How could we makes advertising campaigns make more successful?
• BurgerKing, Volkswagen and Microsoft as Social Media platforms
• Why are Micro-Interactions a necessary source of information that marketing should manage
• How and when do Micro-Interactions influence consumers buying behavior
• Where can Micro-Interactions be generated – Cases Zappos, Starbucks, Dell

• Venture Capital of German Media Companies
• Chances and Hurdles for Corporate Venture Capital in Media
• Lessons from Skype and Joost – The Changing Paradigm
• Venture Capital at Bertelsmann – What Traditional Media has to learn!

• How to market branded content on YouTube
• What are good and bad marketing activities on YouTube
• How could you get videos viral
• What you have to know about seeding branded content

• The Real-Time and Live Video Market – Current Status and Future Trends
• Inefficiencies of Online-Video and challenges for the media industry
• Social Brand Management in Real-Time Video setting – Real-Time Branding
• Why live? Why mobile? Why video? Why live mobile video?
• How to integrate the hottest new media into your marketing-mix
• How to extend the brand benefits long after the live moment has passed

• Why Slideshare?
• How to integrate relevant B2B content into Social information
• How to extend the brand benefits long after releasing info
• Learning's for marketers and agencies

• Branded Apps for Iphones and Android apps
• How to benefit from branded content on mobiles
• Augmented reality as the future of Location Based Services
• Stick virtual "post-it notes" that anybody can see
• Attach "sound bites" that anybody can hear
• Hang "video clips" that anybody can watch
• Tracking consumers mobile real-time behavior

• Online communities are engagement tools – they build brand engagement and loyalty. Even more important in the current economic climate.
• initial ROI model of this type of engagement, showing how making consumers feel part of the brand
• Marketing 2.0 : anyone can produce the artists he likes

• Why is Word-of-Mouth for Brands so important?
• How can companies influence WOM as part of their Marketing
• Word-of-Mouth Metric that measures the combined impact of PWOM and NWOM.
• Financial performance prediction with the Net Promoter Score (NPS) or the Consumer Satisfaction Index (CSI)?
• NPS and CSI give modest measurement of positive word of mouth but fail to measure negative word of mouth.

• How actively and with what quality do consumers start spreading WoM
• Is it worthwhile to invest in creative tools to facilitate a deeper conversation and a wider spread of the 'buzz'
• Does creativity come into the WoM-play and what value can it add ?
• What is the value of Word-of-Mouth Campaigns?
• What are the basic triggers to improve Word-of-Mouth for your brand?
• How can you intergrate WOM into the traditional marketing-mix

• How do blogs impact on brand marketing in today's media world
• How can blogs and social-network campaign work together
• What is the future of blogging in the social media craze

• Leveraging social media communication to create identity and presence over widgets
• Establishing trust through engagement (even negativity can be constructive)
• Recognizing and rewarding advocates with tools to keep your brand a hot topic

• Preparing Marketing Departments for the future
• Lessons to be learned from marketers and their service partners
• What we need to know about consumer behavior in the future