Ypulse Mashup 2010

Monday May 24, 2010

Pre-conference:

Youth, Health & Social Media Marketing

• Case studies from organizations and brands using social media for promoting health issues to youth
• Making your health message mobile
• Tips and tools for making your next health marketing campaign a success

Reaching Youth Through Action Sports

• Learn the do’s and don’ts of marketing to youth in the action sports world
• BMX, Surfing, Snowboarding….What’s the difference? Does it matter?
• Gaining credibility with action sports influencers/athletes

U.S. & Global Youth By The Numbers

• Research-based portraits of youth in the U.S., Africa, China, Europe, Mexico and more
• Discover what ties youth together globally as well as important differences
• The latest global youth marketing trends

Welcome & Overview
Anastasia Goodstein, Editor-in-Chief, Ypulse

Opening Keynote: An Interview with Neil Howe, President, LifeCourse Associates

Join the author that coined the term ‘The Millennial Generation’ in an intimate one-on-one interview with Ypulse president Dan Coates that will help you understand how deep generational forces are reshaping media, pop culture and technology.

Re-Tweet This: How brands are using social media to reach young influentials

• Hear specific examples of how brands are using Twitter, Facebook, YouTube and mobile apps to reach youth
• Creating community and tapping into existing fan communities online
• Managing negative feedback and user-generated content

Nate Bosshard, Brand Manager Action Sports & Outdoors, The North Face
Scott De Yager, Social Media Supervisor, Toyota
Denise Garciano, Social Media Manager, PacSun
Jason Harty, Brand Manager, vitaminwater

Moderator: Francois Gossieaux, Co-founder & Partner at Beeline Labs/Marketing Blogger at Emergence Marketing

Presentation of the Inaugural GennY Award & Winning Case Study

Breakout: Millennials In The Workplace
The latest research from the newly released book by Neil Howe and Reena Nadler, Millennials in the Workplace

• What motivates today’s young employees
• How Millennial employees differ from Boomers and Xers
• How to recruit, retain, and energize Millennial employees

Reena Nadler, Program Director, LifeCourse Associates

Breakout: What’s In Your Backpack
An Archaeology of the North American Student

• Hear highlights from the first-ever “ethnographic dig” into what students carry in their backpacks
• Gain insights from Ypulse Research interviews with over 1K U.S. high school and college students
• What devices, products and brands they carry with them on a daily basis and why

Dan Coates, President, Youth Pulse, Inc.

Breakout: Inside MTV’s A THIN LINE Campaign

How MTV is tackling sexting, cyberbullying and digital dating abuse:

• The thinking and research that made digital abuse MTV’s anchor public affairs initiative
• Examples of how the campaign is connecting with Millennials on multiple platforms
• Early results and what’s next for the campaign

Jason Rzepka, VP of Public Affairs, MTV Networks

Breakout: Empowering Brands Through Consumer Co-Creation

• Why products work best when design starts with the consumer
• How successful brands engage consumers in definition, development and design
• Going beyond functional performance to emotional engagement

Mitch McCasland, Consumer Scientist, Innovation Insights, Frito Lay

Presentation of the 2010 Totally Wired Teacher Award Provided by Dell

The Ypulse 2010 Totally Wired Teacher Award Provided by Dell will honor a public school teacher who is successfully using technology (the Internet/social media, mobile technology, gaming) in the classroom.

Spotlight Keynote: Genevieve Bell, Intel Fellow, Digital Home Group, Director, User Experience Group

Opening Reception at the Hotel Nikko with music from The DJ Project

Tuesday May 25, 2010

Community Keynote: Jamie Tworkowski, Founder, To Write Love On Her Arms

Multimedia Narratives: Engaging Youth on Multiple Screens

• Telling your story across different platforms
• Creating the right content for the right screen
• Integrating brands or creating branded content without selling out

Ariel Aberg-Riger, Creative Development & Marketing Director, Fourth Story Media
Craig Bland, VP Strategic Partnerships and Content, Alloy Digital, an Alloy Media + Marketing Company
Jordan Levin, Founding Partner, Chief Executive Officer, Generate
R. Eric Lieb, Partner, BLACKLIGHT TRANSMEDIA

Moderator: Ben Parr, Co-Editor, Mashable

Breakout: Understanding What Makes A ‘Teen Influencer’

With 10,000+ respondents, the myYearbook/Ketchum Teen Influencer Study is one of the largest research studies conducted with Teens aged 13-19.

• Who are ‘teen influencers’ and what do they care about?
• How do teens consume information and share it with friends?
• What content, tonality and ad format works best for brand messaging to teens?

Geoff Cook, CEO, myYearbook.com

Breakout: College Marketing Case Study

Building Avon’s Mark Brand in Partnership with Barnes & Noble College Marketing

• The Brand Challenge: Build Awareness, Grow a campus rep network, drive sales
• The Approach: Tiered program with live events and enhanced presence on targeted campuses combined with a national integrated marketing campaign
• Key Learnings: Student integration, importance of metrics, keeping it fresh

Marie Policastro, Manager of Partnership Marketing, Barnes & Noble College Marketing
Steve Schubert, Partnership Development, Barnes & Noble College Marketing

Breakout: Preview Screening Race To Nowhere

Race to Nowhere is a documentary film examining the pressures faced by youth, teachers and parents in our achievement obsessed education system and culture. Featuring the heartbreaking stories of young people who have been pushed to the brink, educators who are burned out and worried that students aren’t developing the skills needed, and parents who are trying to do what’s best for their kids, Race to Nowhere points to the silent epidemic running rampant in our schools.

Vicki Abeles, Filmmaker

Breakout: Tracking Brand Loyalty Among Youth

What brands are developing a strong youth following and why?

• Method: A continuous tracking study that measuring youth brands within multiple categories on a daily basis
• Metrics: Impression, buzz, quality, value, customer satisfaction, employment intent, recommendation & social responsibility
• Outcomes: Review the winners and losers of the last three months within the technology industry

Daniel Coates, President, Youth Pulse, Inc.

Cracking The College Code: Motivating and Mobilizing a $200 Billion Dollar Market

• Why you can’t afford to ignore college students
• The latest strategy for capturing heart, mind and market share

Ryan Garman, President, Co-Founder, Tissla

Tweens Keynote: Richard Loomis, Senior Vice President, Marketing and Creative, Disney Channels Worldwide and Kelly Pena, Senior Vice President, Research, Disney Channels Worldwide

Moderating Online Communities for Youth

• Building community for tweens vs. teens
• Establishing a safe online space for youth
• Encouraging youth participation/creativity

Holly Ashworth, Senior Web Editor at eSPIN.com, a subsidiary of Hearst Communications, Teen Advice Guide at About.com
Anne Collier, Co-director, ConnectSafely.org
Geoff Cook, CEO, myYearbook.com
Nathan Sawatzky, Director of Community Support, Disney Online Studios

Moderator: Joi Podgorny, Director of Community Engagement, Smart Bomb Interactive

How Technology Brands are reaching ‘wired’ youth

• Reaching students with the tools they need for productivity and creativity
• How tech brands are tapping into mobile and social media
• Case studies from leading technology brands

Elisa Haidt, Sr. Marketing Manager, Education, Adobe Systems Inc.
Amy Strande, Director, Student Audience Marketing, Microsoft
Simon Fleming-Wood, Senior Director, Marketing, Consumer Products, Cisco
Mia Quagliarello, Product Marketing Manager, YouTube

Moderator: Alissa Walker, Writer, Fast Company

Closing Keynote: Ron Faris, Director, Brand Experiences, Virgin Mobile USA

Totally Wired Youth Entrepreneurs
Presented by Donna Fenn, Author and Journalist

• 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

Jeff Berger, CEO, Co-Founder, KODA
Jesse Harris, Executive Director, Co-Founder of NFFTY (the National Film Festival for Talented Youth)
Jack Abraham, CEO, Milo.com
Vanessa Van Petten, “Youthologist,” Founder, Radical Parenting