Ypulse Mashup 2009

Monday June 1, 2009

Pre-conferences:

Campus Case Study Slam

• Quick back-to-back case studies on reaching the college demographic (ages 18-24)
• Learn what works and what doesn’t from practitioners in the campus trenches
• Hear case studies from brands, agencies and pro-social marketers

Urban/Multicultural Mashup

• Discover the latest trends in African American, Hispanic and Asian American youth culture
• Learn about new opportunities in the ‘urban’ mobile space
• Discuss marketing to youth in the age of Obama

Youth Marketing Boot Camp

• The dynamic new relationship between young consumers and their technology
• How technology is transforming the way young consumers interact with one another
• What marketers need to know today to remain relevant and effective to this market

Welcome and Overview

Anastasia Goodstein, Editor-in-Chief, Ypulse

Opening Keynote: Advice for an Integrated Digital Generation

• Media approaches for the digital generation
• The No. 1 rule of content for youth
• What teens care about and why you should care

Josh Shipp, Advice Slinger, HeyJosh.com

Love – Creating Relevance with Today’s Youth Culture

• How do you make a 150-year old icon popular with today’s youth culture?
• How do embrace 21st Century media to drive brand relevance?
• How do you capitalize on market dynamics?

Doug Sweeney, Vice President Levi’s Brand America’s, Levi Strauss

Listen to Teens and Stop Wasting 50% of Your Marketing Budget

• Presentation of Spring ‘09 research done with the University of Massachusetts summarizes teens’ views on the wasted marketing efforts targeting them
• Info can help brands reduce their budgets without loss of marketing impact
• Research identifies the most effective tactics and platforms in multiple product categories

Bill Carter, Partner, Fuse

Breakout Sessions

1. Get Addicted to Immersive Marketing That Engages Youth

• The story behind WRECKED, a youth-focused drug abuse reduction program
• Successfully motivating the sometimes cynical teen audience
• Building engaging youth campaigns that “stick”

Amy Bloustine, Associate Director, Methamphetamine Demand Reduction Program, Partnership for a Drug-Free America
Michael Townsend, Executive Vice President and Director, Methamphetamine Demand Reduction Program, Partnership for a Drug-Free America
Gregg Witt, Partner, Premise Immersive Marketing

2. Engaging the Disengaged: Using Quizzes to Reach Teens and Tweens

• Creating a dialog
• Effectively integrating advertising and content
• Maximizing social media channels

Seth Lieberman, Chief Executive Officer, Pangea Media

Breakout Sessions
1. Send Your Brand Back to School: Understanding Brand Equity Measurement Among Teens and Collegians

• Identify the right measures (it’s not just about R.O.I.)
• Gauge your brand against its competitors
• Act on the results

Jacqueline Lane, Vice President, SurveyU

2. Connecting with International Youth via Social Media Marketing

• A look into Latin America, Pacific, Europe and the U.S.
• Mega-platforms vs. regional platforms: What worked for U.S. brands that made the leap internationally
• Factors that make planning for social media marketing different internationally vs. domestically

Peter Fasano, Principal/Lead Catalyst, mass+logic

Which Brands Get It Right (and Wrong) When Trying To Reach Youth

• Youth panel (ages 13 to 24) rates brand campaigns
• Learn what resonates with youth—and what falls flat
• Ask the panel for feedback on your own campaign!

Wayland, Student
Kristina, Student
Chanel, Student
De’Anthony, Student
Nina, Student
Megan, Student
Mario, Student
Enrique, Student

Moderator: Anastasia Goodstein, Editor-in-Chief, Ypulse

Presentation of the Totally Wired Teacher Award
The Ypulse 2009 Totally Wired Teacher Award (sponsored by Dell) will honor a public school teacher from grades 3 to12 who is successfully using technology (the Internet/social media, mobile technology, gaming) in the classroom.

Spotlight Keynote

Don Tapscott, Author and Chairman, nGenera Insight

Exclusive Screening of “DARE,”a Hit at the Sundance Film Festival
DARE follows an unlikely trio of teens through the last semester of high school. They fall into each other’s lives—and arms—and make a last ditch effort to shake things up before they have to start living as adults. Director Adam Salky and writer David Brind will take us into uncharted territory with fresh eyes and matter-of-fact authority as they answer questions after the film showing.

David Brind, Screenwriter and Co-Producer
Adam Salky, Director

Tuesday June 2, 2009

Morning Keynote: Reaching the New Generation of Gamers

• How online gaming fits into teens’ lives
• Building relevant online games and content
• Where this market – and its teen users – is headed

Kate Connally, Vice President, AddictingGames (MTV Networks)

What’s Cool in 2009 and Beyond

• How to stay on top of youth trends
• Distinguishing real trends from noise
• Trend spotting: youth trends you must pay attention to

Rebecca McQuigg, Trend Analyst, The Intelligence Group
Lauren Puglia, Strategist, Undercurrent
Jody Turner, Lead Consultant, Culture of Future

Moderator: Edward Cotton, Strategy Director, BSSP

Breakout Sessions
1. Tweens Online

• Best practices for working with tweens online
• Creating flexible, ethical practices for various age ranges
• Balancing interest and fun in your cyberspace playground

Denise Tayloe, President and CEO, Privo

2. Doing More with Less: Driving Brand Engagement through Budget-Friendly Campaigns

• Attention Reigns! Why Attention matters more than reach
• Metrics, metrics, metrics! How to measure success?
• Turbo charging engagement through virtual currency tie-ins

Geoff Cook, CEO, myYearbook

Breakout Sessions

1. Anatomy of a Successful Pro-Social Campaign

• Identifying the right partners
• Creating a win-win campaign for the brand and non-profit
• Measuring results: ROI

Adam Aberman, Director of Global Digital Strategy, Youth Venture, Ashoka
Tim Showalter-Loch, Manager, Community Relations, Best Buy

2. Mobile Youth Marketing That Works

• Mobile marketing that makes sense for your brand
• Using mobile to create value for youth
• Case studies of successful mobile campaigns

Jim Gregoire, Vice President of Marketing, MocoSpace
Brian Knapp, Chief Operating Officer, Loopt
Daniel Neal, CEO, Kajeet
Ari Tulla, Business Development Manager, Games Publishing, Nokia

Moderator: Allison Mooney, Director of Trends and Insights, Mobile Behavior

Concerned, Connected & Plugged In: Research Findings from the YouthBeat® Syndicated Report

• How today’s youth are informed and involved in social and environmental issues
• How digital technologies are being used to keep them connected
• How advertising permeates their media landscape and what they notice

Paul Metz, Senior Vice President, C&R Research

Best Practices for User-Generated Campaigns Targeting Youth

• Generating submissions
• Managing logistics, screening and judging
• Defining success

Jason Davis, Vice President, Disney.com
Kelly Hugunin, Executive Director, Marketing, Walt Disney Records
Paul Yanover, Executive Vice President and Managing Director, Disney Online

How The Recession Is Impacting Gen Y Attitudes About Spending

• Gen Y spending: where, what and how much
• The psychological impact of tough economic times on youth
• How Gen Y is using technology to manage money and spending

Jon Gaskell, Chief Marketing Officer, SmartyPig
Ross Martin, Senior Vice President of MTV360 Development and Production, MTV
Laurie Petersen, General Manager, Minyanville Family Media
Kit Yarrow, Consumer Psychologist, Golden Gate University

Moderator: Andrea Coombes, Assistant Personal Finance Editor, MarketWatch

Beyond the Banner: Innovative Online Youth Marketing

• Leveraging social media to reach youth
• Extending your brand in virtual worlds
• Going viral with apps and widgets

Niels Aillaud, Senior Digital Marketing Manager, LG Mobile Phone
Kevin Barenblat, Chief Executive Officer, Context Optional
Martin Green, Chief Operating Officer, Meebo
Matthew Palmer, Executive Vice President and General Manager, Stardoll Entertainment

Moderator: Jodi Harris, Senior Editor, iMedia Connection

Keynote Interview

• Insights from young entrepreneurs and their companies
• How GenY upstarts are rocking the world of business
• Profiting from the success of youth entrepreneurs

Donna Fenn, Author and Contributing Editor, Inc. Magazine

Totally Wired Youth Entrepreneurs

• Learn from today’s most influential young people on the Web
• Gain insight into how youth are using their Web sites
• Get advice from youth who are successfully reaching their peers

Daniel Brusilovsky, Chief Executive Officer, Teens in Tech
Jun Loayza, Co-Founder, Future Delivery
Jessica Mah, Founder, internshipIN.com
Carly Wertheim, Co-President, Teens Turning Green

Moderator: Guy Kawasaki, Managing Director, Garage Technology Ventures