Social Networks: How C2C Marketing Impacts Brands
MODERATOR: Ed Keller – CEO, Keller Fay Group
Teens and young adults today use social networking platforms, the internet, and mobile as no other generation has done before. Their attention is riveted on digital worlds that just came into existence a few years ago. What does this mean for your brand?
Connecting to the World: How Global Teens Do It
Based on research from 11 countries, this presentation will provide insights into the habits of today’s digitized teens. What are their current behaviors and habits in using communications devices? How do they make choices on which to use – phone, email, IM, text, etc.? Hear how they are using social networks now, and what their hopes, fears, and dreams are for their future communications.
Betsy Leichliter – Founder, Leichliter Associates
Susan Abbott – Marketing Researcher & Consultant, Abbott Research & Consulting
Everybody’s Talking: Social Networks & Product Conversations in the Digital Era
Conversations about products happen all the time, but what is the exact mechanism by which one word of mouth recommendation leads to a new purchase, while another doesn’t? By closely examining WOM, digital, and social conversations around auto purchases, movie selection, and website referrals, this research sets out the mechanisms by which word of mouth marketing works to trigger further action.
David Bakken – SVP, Director of Marketing Science, Harris Interactive
Jonathan Siegel – SVP, Marketing Science, Harris Interactive
Maximize Your Brand Momentum: Quantifying Brand Value Creation for Adidas & Electronic Arts on Social Networks
By using innovative research to track the viral and consumer-pass-along effect of two campaigns on MySpace, this presentation reveals the impact on key brand metrics. New metrics allow this type of marketing, and its impact, to be compared to other advertising efforts. Learn from these cases and find out how to use social networks to amplify your brand campaign.
Keith Brady – Director, Research, Marketing Evolution
Brian M. Mathena – Group Media Director, Carat
Michelle Maher is an Associate Producer at ScribeMedia.Org. She has a particular fondness for penguins.
Discussion
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