Ypulse Mashup 2008 - East

November 6, 2008

Preconference:
Youth Marketing Boot Camp: How to Successfully Reach Teens and College Students

• How teens and college students interact with media, brands and causes—and with each other
• How to craft the right message
• How to leverage technology and social media to communicate your message

Gary Rudman, President/Founder, GTR Consulting

Welcome
Anastasia Goodstein, Editor-in-Chief, Ypulse

The Millennials: Myths and Realities

• How this generation has been portrayed—fact and fiction
• Tools and tips for a better understanding of today's youth
• Relevant information for any brand or organization trying to connect with young people

Panelists:
Ryan Healy, Co-Founder, Brazen Careerist
Nadira Hira, Writer, Fortune Magazine
Reena Nadler, Program Director, LifeCourse Associates
Saaret Yoseph, Editorial Assistant, The Root

Moderator: Mike Dover, Vice President, Syndicated Research, nGenera

Sponsored Research Presentation
Behind the Numbers: What Research Tells Marketers and Media about Today's Teens

• Learn what drives Millennials in general and college students in particular
• Understand why connecting with the next generation should be a priority for every brand
• How to use technology to connect with today's college students

Daniel Coates, Co-founder, SurveyU

Green Youth Marketing

• Why being green matters so much to youth audiences
• Which brands get "green" right and what you can learn from them
• The green movement, youth and authenticity—why "greenwashing" is not the answer

Panelists:
Allison Bacon, Director, Consumer Insights, AMP Agency
Jessie Mehrhoff, President, Green Teens U.S.A.
Janet Sun, Vice President, Marketing, Experience Inc.

Moderator: Holly Brickley, Strategic Analyst, Outlaw Consulting

Keynote: The "Do's & Don'ts" Of Youth Marketing According To Vice

• Why brands want to be associated with trendsetting media
• Why your media brand must be multi-platform
• What youth marketers can learn from the success of the Vice brand

Spencer Baim, Founder, Virtue Worldwide (Vice Magazine's in-house marketing and creative services agency)

Friday November 7

Make Your Message Mobile

• How teens and college students use mobile devices and communications
• Why mobile will be an essential component in the youth marketing mix
• What goes into an effective mobile marketing campaign
• Where mobile technology and communications are going

Panelists:
Stephen Randall, CEO, LocaModa
Sarig Reichert, Vice President, Flixwagon
Thi Linh Wernau, Senior Mobile Stratgist, Nokia

Moderator: Allison Mooney, Senior Director of Trends & Research, Fleishman-Hillard

Keynote: The Virgin Mobile Festival and Related Pro-Social Initiatives

• How Virgin's two-day music festival became one of the company's largest marketing initiatives, with phone based networking and "buzz"
• How Virgin combines festival electricity and excitement with major environmental and pro-social initiatives
• The link between Virgin Mobile's Mobile Festival—and future—pro-social efforts

Ron Faris, Director, Brand Development and Partnerships, Virgin Mobile USA

Sponsored Case Study: myYearbook Reaching Millions of Teens Through Cause Marketing

• Overview of myYearbook causes
• How integrating with a virtual currency can drive action
• Opportunities for brands
• Profiles of successful programs

Geoff Cook, CEO, myYearbook

Sponsored Case Study: Hangout Industries Making Social Networking Fun: Immersive 3D Virtual Rooms

• Making social networking more fun, immersive, interactive, and visually appealing
• Fostering millennial self expression, while maximizing session time, repeat visits, and page views
• Product Placement "done right" via online experiences linked to real world products

Pano Anthos, CEO, Hangout Industries

Sponsored Case Study: Reach Messaging

• Current developments in the world of instant messaging
• What are AIM bots and how do they reach youth?
• How to market and brand using instant messaging

How to Reach Youth on Social Networks

• What youth actually are doing on social networking sites
• How to build an effective marketing campaign on a social network
• Anatomy of a killer app in social networking

Panelists:
Manish Chandra, CEO, Kaboodle
Geoff Cook, CEO, myYearbook
Jordan Goldman, Founder and CEO, Unigo
Joe Marchese, President, SocialVibe

Moderator: Robin Raskin, Founder, Kids@Play

Afternoon Keynote: Engaging Viewers Through Multiple Screens

• How MTV's digital properties enhance the viewing experience
• MTV's Backchannel as the party game for the 21st century
• Creating online communities for fans and television talent

Daniel Hart, Senior Vice President and General Manager, MTV Digital

What Works in Online Video for Youth

• How to leverage user-generated content to reach youth
• Are branded "webisodes" effective with viewers?
• Anatomy of a Web hit—and what it can mean for your campaign

Panelists:
Jason Hsiao, President, Animoto
Anthony Batt, Founder & President, Buzznet
Julie Hochheiser, Senior Web Editor, Seventeen

Moderator: Scott Kirsner, Innovation Economy Columnist, The Boston Globe

Keynote: The Changing Dynamics of Girl Culture

• Understand the growing gap between what girls want and what marketers are giving them
• Learn the beliefs and habits that brands need to eliminate if they want to win girls as customers
• Learn what thinking will make your brand more relevant to girls

Heidi T. Dangelmaier, Founder, 3iying

The Totally Wired Youth Panel
Hear some of today's most wired high school and college students talk about how they use technology to shop, study, play, socialize, search for colleges, jobs and more.

Moderator: Anastasia Goodstein, Founder and Editor-In-Chief, Ypulse