Ypulse Mashup 2007

Pre-Conferences: July 16

A. Cracking The Code: Marketing To Teens In The Digital Age

B. Music Mashup

Pre-Conference A: Cracking The Code: Marketing To Teens In The Digital Age
This presentation and workshop focuses on the major technology and cultural trends that impact the buying habits and behaviors of American teens and suggests how the Fortune 1000 can succeed with this difficult-to-penetrate, multi-billion market. This is an instructional session that features the analysis and insights of research from GTR Consulting's Trend Report. The report features insights from a panel of more than 100 trend-leading teens from across the U.S. Their input was analyzed and filtered through Gary Rudman's expertise of more than 15 years of face-to-face teen research.

Presenter: Gary Rudman, President, GTR Consulting

The Elusive Psychology of Teens
This session highlights the unique challenges and opportunities facing marketers as they develop and market products and services to a generation known as Flux Gen. This group of young adults is influenced like never before by one dominating factor: how quickly they can adapt new technology and incorporate it into their lives. The presentation details teen attitudes and relationships to technology and products, and shows how they have shaped the success of MySpace and YouTube and the marketing campaigns of Xbox and PlayStation.

The Real Inside Scoop: A Live Teen Panel
Talk to teens in real time. Teens from C&R Research's TeensEyes panel will share their thoughts on technology, media and marketing. The teens will present their opinions and thoughts from a pre-session homework assignment (a short journal in which they will record things such as their favorite items, their favorite ads, the trends in their school, etc). After the homework discussion, workshop attendees will have an opportunity to interact with the teens asking them a wide range of questions. Gary Rudman will moderate this discussion.

Interactive Workshop: Developing a Teen-Targeted Marketing Plan
Attendees and teens will breakout into teams and be assigned to market a product or service, targeting the teen market on behalf of a fictitious company. The teams, which will include the teen panelists from the previous session, will be asked to develop advertising and marketing campaigns to reach a teen audience. Each team will then present their results to the group, which along with Rudman will critique them and make suggestions for improvement.

Takeaways:

• A roadmap for developing products and strategic market programs for Flux Gen.
• Learning the greatest teen turnoffs and how to avoid investing in unsuccessful products and campaigns.
• A new understanding of the macro trends that are likely to impact not only teens, but their parents as well.

Pre-Conference B: Music Mashup

Opening Remarks
Anastasia Goodstein, Publisher, Ypulse
Jay Frank, Head of Programming, Yahoo! Music

Keynote - What Music Teens Consume and How
Based on external media, a lot of people think they know what types of music the average young person consumes. This keynote will break out the genres that youth actually listen to and give a better idea of what sounds work for marketers. Analysis on how much is being consumed illegally vs. legally along with the methods by which youth obtain this music also will be examined.

Eric Garland, CEO, BigChampagne Online Media Measurement 

Music & Social Media
Everyone has seen youth discover and consume music thru social networking. Yet the mechanics of how that process works still seem to elude most marketers. Our music and social networking insiders will go in depth on how music actually is discovered and the techniques that work and that don't to reach youth thru music.

Panelists:
David Hyman, CEO, MOG
Cory Llewellyn, Vice President Digital Media Marketing & Promotion, Epic Records
J Scavo, General Manager, MySpace Records
Larry Weintraub, CEO, Fanscape

One on One Conversation - The Mobile Music Convergence
Nearly every phone that comes out now has music capabilities. Given global trends, the phone quickly will become the primary device for music consumption of teens. This conversation will explore the implications of the mobile environment on listening to music, getting music information, and distributing music. The impact mobile growth will have on other platforms also will be explored. What does the future hold? Will mobile bury the iPod?

Dorrian Porter, CEO, Mozes 

Mixtapes: The Unsung Music Marketing Tool
Many marketers didn't even know about the world of street mixtapes until DJ Drama, one of the industry's biggest DJs, got arrested in early 2007. For teen tastemakers, artists can be broken on mixtapes. The biggest rap stars today are being made outside of the label system thru this loose, often illegal system of distributing music. Find out how the system works and how marketers can use this to brand their products to a hip community and get valuable insight into the future hitmakers of music.

Panelists:
Steve Rifkind, Chairman, SRC Records
Tina Wells, CEO, Buzz Marketing Group

Moderator:
Adisa Banjoko, Journalist

Case Study of Secondhand Serenade
Find out first hand how Secondhand Serenade and his skilled team brought his music to the public, first on a grassroots level thru social networking and Internet radio, then integrating some of the assets of a major label without "selling out" to a major label. Learn how he communicated with teenagers to make him one of the most successful new acts for teens in 2007.

Panelists:
Secondhand Serenade, Recording Artist
Daniel Glass, President, Glassnote Entertainment Group
Chris Maltese, President, Chris Maltese Management

Main Conference: July 16

Opening reception and Live Performance
Includes a live performance by Secondhand Serenade

Tuesday July 17

Welcome
Anastasia Goodstein, Publisher, Ypulse.com

Convergence Culture: A Keynote Conversation

• How media influences contemporary culture
• Participatory culture: New ways consumers interact with media content, media producers and each other
• Experiential marketing strategies that resonate with consumers

Participants:
danah boyd, Fellow, Annenberg Center for Communications, University of Southern California
Henry Jenkins, Director, Comparative Media Studies Program, Massachusetts Institute of Technology

Totally Wired Teen Superstar Panel

• Insights from some of the most influential teens on the Web today
• How teens use technology
• How to reach teens without turning them off

Panelists:
Aseem Badshah, President, Scriptovia.com
Martina Butler, Host, Emo Girl Talk
Catherine Cook, President, MyYearbook.com
Ashley Qualls, President, Whateverlife

Moderator:
Zadi Diaz, Principal, Smashface Productions 

Case Studies of Totally Wired Marketing

• How youth marketers are using technology successfully
• How to build an online community around a brand
• Avoiding disruptive, non-authentic pitches

Panelists:
Amy Gibby, President, eCRUSH, (part of the Hearst Teen Network)
Craig Sherman, CEO, Gaia Online
Melanie Strong, U.S. Brand Manager, NikeiD, Nike

Totally Wired Entertainment - Old School to New School

• Traditional Media 2.0: What brands are doing to survive and thrive
• User generated vs. professional content? Why teens love both
• To build, buy or partner

Panelists:
Chuck Cordray, Vice President and General Manager, Digital Media, Hearst
Dixie Feldman, Editorial Director, The N, MTV Networks
Jane Grenier, Publisher, Flip.com
Diane Naughton, Vice President of Marketing, HarperCollins Children's Books

Moderator:
Steve Bryant, Editor, eWEEK and Columnist, The Hollywood Reporter

Lunch and Live Interactive Discussions
User-Generated Content: Moderated roundtable discussions on topics chosen by a vote of conference attendees. Tentative topics include:

• Texting the message
• The multi-screen tween
• What teens are doing with blogs
• Will podcasting be the next pirate radio?
• Avatar nation: Why avatars have become so popular
• Under 13: Don't be afraid of COPPA

Totally Wired Entertainment - The New School

• Social networking, video, and virtual worlds
• How we got millions of users without doing any traditional marketing
• Should new school companies partner with traditional media?

Panelists:
David Birnbaum, Chief Executive Officer, Takkle
Claudia L'Amoreaux, Community Developer, Second Life
Tim Shey, Vice President of Network Development, Next New Networks
Lance Tokuda , Chief Executive Officer, RockYou!
Alex Welch, Chief Executive Officer, Photobucket

Moderator:
Liz Gannes, Staff Writer, GigaOM

Totally Mobile: Reaching Youth Anytime, Anywhere

• What teens want in a phone: It's all about personalization and price
• Will content be king on mobile?
• Finding friends via phone. Is mobile social networking what's next?

Panelists:
Sam Altman,CEO, Loopt
Chandrasekar Rathakrishnan,CEO, VelvetPuffin
Jed Stremel,Director of Mobile, Facebook
Adam Zbar, CEO, Zannel

Moderator:
Julie Ask, Vice President & Research Director, JupiterResearch

Totally Wired Social Change

• How technology is transforming youth activism
• Building successful partnerships with big brands
• Using the Web and/or cell phones to create a movement

Panelists:
Dave Amos, Web Guy, Idealist.org
Ariel Rosen, Head of Pro-Social Initiatives, Virgin Mobile USA
Elizabeth Rosenberg, Director of Communication & Marketing, Declare Yourself
Javan Van Gronigen, Art Director, Invisible Children

Moderator:
Karl Carter, Co-Founder, Inner City Enterprises

Totally Wired Life

• An in-depth look at the multitasking media generation
• How technology is transforming teens at school and at home
• How technology is transforming the way teens are teens: the impact on socialization and identity formation

Panelists:
Anne Collier, Editor, Net Family News
Ulla Foehr, Co-Author, Generation M: Media in the Lives of 8-18 year olds
Jacqueline Lane, Research Director, C&R Research
Amanda Lenhart, Senior Research Specialist, Pew Internet & American Life Project
Amy Looper, Chief Visionary Officer, MindOH!

Moderator:
James Daly, Editor in Chief, Edutopia / The George Lucas Educational Foundation

The "Totally Wired Teacher" Award

Join Ypulse, Yahoo! Teachers and The George Lucas Educational Foundation/Edutopia as we recognize our "totally wired teacher" of the year. We will honor a teacher who is pushing the envelope and actually using social media in the classroom as an educational tool.

Closing Keynote

Peter van Stolk, President and CEO, Jones Soda

Closing Reception
A performance by Mortified