Ypulse Mashup 2008 - National

Monday July 14, 2008

Pre-Conferences

Pre-Conferences begin
1.
Ypulse Books Publishing Mashup
2. Deep Dive: Understanding Tweens and Teens
3. Building A Youth Movement

Main Conference

Welcome and Opening Remarks
Anastasia Goodstein, Publisher, Ypulse.com

Opening Keynote: Freeing Mobile
Antti Öhrling, Co-founder, Blyk

Introduced by:
Bill Carter, Partner, Fuse

What's Next in The Mobile Youth Space?

  • The future of youth mobile communications
  • Has mobile social networking's moment arrived?
  • Mobile marketing to youth that's contextual

Panelists:
Mei Lin Ng, Co-founder and Vice President, mig33
John Poisson, CEO, Tiny Pictures
Stephen Saiz, Senior Manager, Consumer Insight, mDisney (The Walt Disney Internet Group)
Michael Sharon, Co-founder, Socialight

Moderator: Allison Mooney, Senior Director, Mobile Insights, Fleishman-Hillard

Sponsored Research Presentation
Jacqueline Lane, Vice President, TeensEyes Division, C&R Research

Keynote Conversation: What Our "Mortifying" Memories Can Teach Us About Reaching Teens

Dave Nadelberg, Creator, Mortified, David Levithan, Author and Executive Editorial Director, Press Fiction, Multimedia Publishing, and PUSH, Scholastic, and Lisa McMann, Author

Brand Engagement in Virtual Worlds for Youth

  • Creating virtual world experiences residents will love
  • How do you measure ROI in virtual worlds?
  • Connecting virtual engagement with real world engagement

Panelists:
Lauren Bigelow, General Manager, WeeWorld
Teemu Huuhtanen, President, North America, Sulake (Habbo)
Craig Sherman, CEO, GaiaOnline
Michael Wilson, CEO, There.com

Moderator: Joey Seiler, Editor, Virtual Worlds News

Killer Apps: Which Widgets and Applications Are Hits With Younger Users?

  • What works in a widget or application for teen users
  • Success strategies for branded widgets and applications
  • Understanding what works on different social networking sites

Panelists:
Roland Deal, Vice President, Marketing, Kadoink
Liza Hausman, Vice President, Marketing and Creative Director, Gigya
Tony P., Community Evangelist, Slide
Lance Tokuda, CEO, RockYou

Moderator: Stefanie Olsen, Senior Writer, CNET News.com

How to Successfully Reach Youth on Social Networks

  • Beyond banners: Effective marketing on social networks
  • Strategies for fighting social networking fatigue
  • Bigger isn't always better: Building a niche social network

Panelists:
Vickie Collier, Vice President, Digital Media, Disney-ABC Television Group
Geoff Cook, CEO, MyYearbook
Vu Nguyen, Vice President, Business Development and Strategy, Crunchyroll
Scott Tilton, CEO, Loop'd Network

Moderator: Charlene Li, Vice President and Principal Analyst, Forrester Research

Casual Games? That's What Mom Plays, Right?

  • What casual games are doing to attract youth
  • Defining the casual games space
  • Reaching tween and teen gamers: Go to them, don't make them come to you

Panelists:
Molly Chase, Vice President and Executive Producer, Cartoon Network
Kate Connally, Vice President of AddictingGames, Nickelodeon
Min Kim, Vice President of Marketing, Nexon America
Lee Uniacke, Chief Revenue Officer, Kongregate

Moderator: John Davison, President, What They Like

Afternoon Keynote: 100 Young Americans
Michael Franzini, Emmy-award winning director, photographer and youth culture expert 

Screening of "American Teen" followed by a Q&A with the teens from the film at the Sony Metreon, 101 4th Street. Details on how to obtain tickets will be posted soon.

Tuesday July 15, 2008

Welcome Back
Anastasia Goodstein, Publisher, Ypulse.com

Morning Keynote: MTV Rocking the Youth Vote 2.0 Style
Carl Brown, California Citizen Journalist, MTV Street Team '08
Ian Rowe, Senior Vice President, Public Affairs and Strategic Partnerships, MTV

Emerging Teen Technology

This presentation will provide key predictions on what's next in teen technology. These forecasts are based on Fuse's on-on-one interviews with key brand-side executives in the gaming, social networking, online video, podcasting, blogging, online music and mobile phones industries. The emphasis of this presentation will not be today's technology, but rather will be focused on the future and helping marketers or anyone who needs to devise plans for programs in the coming years.

Bill Carter, Partner, Fuse

Sponsor Case Studies

1. Giving teens One Less Stress

Learn how Neutrogena teamed with Mr. Youth to execute a fully integrated branded entertainment campaign to launch the popular Neutrogena Acne Stress Control product to Gen Y consumers.

Matt Britton, Chief Of Brand Development, Mr. Youth
Bobby Sheikh, Product Director - Young Skin Consumers, Neutrogena

2. Teen Engagement Advertising Case Studies

Hear an engaging summary of how myYearbook succeeded in engaging the teen demographic. This case study will demonstrate points and strategies used in our most successful campaigns.

William Alena, Vice President, Advertising/Business Development, MyYearbook

Sponsor Case Studies

1. Teens and Tech: The Myths and Opportunities

This session will reveal the myths and opportunities we have to create technology-based services for today's youth. The information presented is based on research conducted with teens and young adults from around the world at the Worldwide Lab at Alcatel-Lucent. From mobile advertising to interactive television, our Lab members have told us what works and what they are looking for as they move across all screens in their high-tech lives.

Jennifer Carole, Principal, Listen2Youth

2. Reaching Your Target Market: Teens

Reaching your target market is critical for growth in any field you may work in. Teens may be the most difficult to reach, yet they may yield the most opportunity for sales, expansion and additions to your business.  In this session you will learn how we have created and expanded a website built from scratch into a multi million users a month empire (without ever paying for advertising!). You will also understand how important choosing communication methods are when trying to reach teens and young adults alike and what a difference your approach can make in the long run of any campaign or method of business growth.

Ashley Qualls, CEO, WhateverLife

10:20 AM

Sponsor Case Studies

1. Viral Marketing: Be Sure to Catch This One!

True viral marketing starts and ends in the real world. Whether you're a SuperBrand or the next hot start-up there's something for everyone when Gregg Witt delivers immersive marketing insights to help you crack the codes of viral youth marketing. Learn about new viral technology applications and get the do's and don'ts for leveraging your next program while having fun along the way!

Gregg Witt, Creative Director/Partner, Premise Immersive Marketing
Andrew Chen, Blogger, Futuristic Play

2. The Power of Grassroots Initiatives

Experience a first-hand story on how two students brought a simple and innovative marketing platform to the college market by actually understanding how you can reach them and their peers on campus. Their grassroots initiative has grown from 10,000 students to more than 1,000,000 in under two years and now has brands like Wrigley, GEICO, Ford, Unilever, and AT&T counting on it to reach the Millennials in the most captive, engaging, and authentic of ways.

Ken Harris, Principal, All By Students

10:40 AM

Refreshment break

11:20 AM

Totally Wired Hip Hop: Reaching Urban Youth

  • Building successful online hip hop communities
  • Reaching Latino youth online and with mobile
  • Understanding urban: How it's different

Panelists:
Adisa Banjoko, CEO, The Hip Hop Chess Federation
Karl Carter, Co-CEO, Inner City Enterprises
MC Hammer, Co-founder, DanceJam.com
Jesus Lara, Senior Vice President of Music and Talent, Tr3s, MTV

Moderator: Lynne d Johnson, Senior Editor and Community Director, Fastcompany.com

12:05 PM

Are Girls The New Geeks?

  • Understanding how girls and boys use the web
  • What works in reaching girls vs. boys
  • Girls are creating content, but what are they learning?

Panelists:
Nancy Gruver, Publisher, New Moon Girl Media
Allison Keiley, Online Content and Community Manager, Girls, Inc.
Ashley Qualls, CEO, WhateverLife
Holly Rotman, Senior Web Editor, eCRUSH/eSPIN; Writer, "Advice Girl" column, eCRUSH.com, Hearst Magazines

Moderator: Courtney Macavinta, Founder and CEO, Respect Rx

12:50 PM

Lunch and User-generated Discussion Sessions 

2:05 PM

Live Interview: Using Humor to Reach Teens
Nikol Hasler and Guy Clark, Creators, The Midwest Teen Sex Show

2:35PM

Leveraging User-generated Content to Reach Youth

  • Risks and rewards: Letting your audience create your ads
  • How to run a successful user-generated contest
  • Managing user-generated communities

Panelists:
Jonas Gerber, Senior Vice President, Business Development and General Manager, U.S. Operations, Aniboom
Brian Dunn, CEO, Brickfish
Jason Root, Senior Vice President, Digital, Nick.com
Saskia Wilson-Brown, Manager, VC2 Outreach, CurrentTV

Moderator: Liz Gannes, Staff Writer, GigaOM

3:20 PM

Afternoon Keynote
Damon Whiteside, Senior Vice President, Marketing, Walt Disney Records

3:50 PM

Cookie break

4:20 PM

Preventing Cyberbullying in Online Communities for Youth

  • Cyberbullying defined
  • The impact of cyberbullying on youth communities
  • Strategies for prevention

Panelists:
Linda Burch, Chief Education and Strategy Officer, Common Sense Media
Debbie Heimowitz, Founder, Adina's Deck
Hemanshu Nigam, Chief Security Officer, Fox Interactive Media / MySpace
Denise Restauri, CEO, AllyKatzz

Moderator: Larry Magid, Technology Journalist and Internet Safety Advocate

5:00 PM

Meet the Totally Wired Superstars

  • Learn from some of the most influential young people on the Web today
  • Insight into how youth are using their websites
  • Advice from youth who are successfully reaching their peers

Panelists:
Juliette Brindak, Co-founder and Chair, Miss O & Friends
Jared Kim, CEO, WeGame
Angela McBride, (aka Asuka Martin in Teen Second Life), Virtual Entrepreneur
Chloe Spencer, Founder, NeopetsFanatic.com

Moderator: Jake Sasseveille, Host, "The Edge With Jake Sasseville"

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