The New Word of Mouth Marketing: September 10–11, 2008 — Whatcom Community College, Bellingham, WA

Conference Schedule Wednesday, September 10, 2008

1-1:45 p.m. Plenary Session

Opening Keynote, So What Are the New Rules for Marketing?

James Sun, CEO & Founder, Zoodango and contestant on The Apprentice

So what are the new rules for marketing? Hear from a trail blazer, a thought leader and the quintessential entrepreneur. How does online word-of-mouth marketing differ from offline? It isn’t about controlling your image; it is about participating in the conversation about it. Is there an ROI for social media efforts and how does a company get to that tipping point? Hear about some new trends and developments just over the horizon.

2-2:45 p.m. Plenary Session

Social Media by the Numbers; What the Research is Telling Us

Mike Rich, Director Marketing Solutions, comScore

Over 188 million people in the U.S. go online each month, but how many of them are engaged in social media? comScore, an industry leader in online research, will provide an overview of the current social media landscape, including demographics, frequency of site visits, and time spent at websites. You’ll learn what terms will lead clients to social media sites, how this impacts local business, and why Washington is unique in the social media scene. Get the facts and the stats at this valuable seminar.

3-3:45 p.m. (Breakout sessions)

Public Relations 2.0 – Who Are Your New Spokespeople?

Shari Storm, VP & CMO, Verity Credit Union, #BC08F11

How do you decide who in your organization should speak on behalf of your organization on-line? What kind of guidance should you give them? Perhaps most importantly, how do you monitor and modify what has been written? Hear advice from someone who has already blazed this trail.

Social Sector and the Social Media: Friend or Foe?

Tina Janni, Faculty, Business and Management Training Center at Bates Technical College, # BC08F27

Non-profit organizations can benefit just as much as businesses when it comes to the social media sphere. Hear how social media can help non-profits build sustainability, enhance relationships with advocates, and attract new support. Learn tips and techniques on how to use social media to engage the public in an authentic and meaningful dialogue that differentiates your organization.

Bullet Proof Your Organization for Social Media,

Shari Burk, big smartie, and Matt Barnhardt, big mucky-muck, Pivotlab,#BC08F13

Social media can dramatically dilute your company’s image and create confusion for your audience. The best way to protect yourself is to create a strong and authentic brand foundation that reflects your company’s core values. Is yours strong enough? Learn how to evaluate if your company is ready for social marketing and determine if your brand is strong enough to withstand a Web 2.0 world.

Q & A with James Sun, CEO & Founder, Zoodango, #BC08F14

Have some burning questions for James? Want to learn more about zoodango.com? Interested in becoming a Web entrepreneur? Or do you just want to know if Donald Trump is really that tough? Join James Sun in an informal Q & A based on his keynote address.

Time to Build A Blog, (Beginner level)

Greg Marshall, Director Community Education, Whatcom Community College, # BC08F15

There’s no magic to it, or even money needed to build a blog…all of the components are on the Web and free. All you have to do is provide the content. Learn an easy process to build a blog, including naming it, adding articles, pictures and links, and building in widgets, information that can change daily automatically! Get ready to go live with your blog with this hands-on class!

Business Models that Guarantee Profitability in E-Publishing

Bob Pritchett, President/CEO Logos Bible Software, # BC08F16

Electronic publishing may mean no more ink under the fingernails, but some things never change: publishing is still highly speculative. This session will examine how a modern e-publisher reinvented this model for the Web to ensure that every project is profitable. It will also explore an additional real-world model in which users transparently establish the price/demand curve.

Viral Marketing:Think Podcasting is Just for the iPod Owner?

Paul T. Pashibin, Sr. Systems Engineer, Digital Media Virtual Team, Apple Computer, # BC08F17

Think again. This first of two sessions will show how to use podcasting, vodcasting, crosscasting and other new communications technologies to get your messaging out and create a buzz around your product. Descriptions and examples of successful social networking / viral marketing campaigns will be dissected, as well as actual demonstrations of the technologies used to develop and deploy viral marketing solutions.

4-4:45 p.m. Plenary Session

Business Reasons to Blog: One Company’s Experience

Shari Storm, VP & CMO, Verity Credit Union

Hear lessons learned from the first corporate blogger in the financial industry. Verity Credit Union has been using a corporate blog to communicate with their stakeholders since 2004. Learn what successes they have achieved through this means of communications and what pitfalls they have encountered. Shari Storm will provide five pieces of solid advice for anyone considering a launch of a corporate blog.

5-5:45 p.m. Breakout Sessions

Bullet Proof Your Organization for Social Media (Repeat)

Shari Burk, big smartie, and Matt Barnhardt, big mucky-muck, Pivotlab, # BC08F21

Social media can dramatically dilute your company’s image and create confusion for your audience. The best way to protect yourself is to create a strong and authentic brand foundation that reflects your company’s core values. Is yours strong enough? Learn how to evaluate if your company is ready for social marketing and determine if your brand is strong enough to withstand a Web 2.0 world.

Time To Build A Blog, (Beginner level) (Repeat)

Greg Marshall, Director Community Education, Whatcom Community College, # BC08F22

There’s no magic to it, or even money needed to build a blog…all of the components are on the web and free. All you have to do is provide the content. Learn an easy process to build a blog, including naming it, adding articles, pictures and links, and building in widgets, information that can change daily automatically! Get ready to go live with your blog with this hands-on class!

Using Google AdWords to Boost Your Online Marketing

Mark Lee, Partner /Creative & Marketing Director and Doug DeVries, Partner/Production Manager, Big Fresh Media, # BC08F23

Google is not only the most popular internet search engine, but a powerful marketing tool for your business. Hear how to create your own online ads to direct people to your website and choose keywords to attract the right audience. Learn how to set up, manage, and effectively use AdWords.

Public Relations 2.0 – Who Are Your New Spokespeople? (Repeat)

Shari Storm, VP & CMO, Verity Credit Union, # BC08F24

How do you decide who in your organization should speak on behalf of your organization on-line? What kind of guidance should you give them? Perhaps most importantly, how do you monitor and modify what has been written? Hear advice from someone who has already blazed this trail.

Viral Marketing: Think Podcasting is Just for the iPod Owner? (Repeat)

Paul T. Pashibin, Sr. Systems Engineer, Digital Media Virtual Team, Apple Computer, # BC08F25

Think again. This second and culminating session will show how to use podcasting, vodcasting, crosscasting and other new communications technologies to get your messaging out and create a buzz around your product. Descriptions and examples of successful social networking/ viral marketing campaigns will be dissected, as well as actual demonstrations of the technologies used to develop and deploy viral marketing solutions.

New to Social Media Marketing? Want Strategies to Begin? (Beginner level)

Kevin Hoult, MBA, Certified Business Advisor, Western Washington University’s College of Business and Economics’ Small Business Development Center, # BC08F26

What do you want to accomplish with social media marketing? Learn a step-by-step process on how to align your organization’s strategic goals with social media activities. This hands-on interactive program will guide you to the best use of resources and efforts. Set realistic initial goals. Walk out with an action plan that can help launch you online.

Social Sector and the Social Media: Friend or Foe? (Repeat)

Tina Janni, Faculty, Business and Management Training Center at Bates Technical College, # BC08F27

Non-profit organizations can benefit just as much as businesses when it comes to the social media sphere. Hear how social media can help non-profits build sustainability, enhance relationships with advocates, and attract new support. Learn tips and techniques on how to use social media to engage the public in an authentic and meaningful dialogue that differentiates your organization.


6-8:30 p.m. - Social Time and Keynote Dinner (Optional and Additional Charge)

The Day The Music Died

Matthew Dunn, Ph.D, CEO Socratech

What does the decline of the record business say about the impact of social media? Record sales peaked in 2000, but by declined 30% by 2008. Yet more people have more recordings than ever, with over 150 million iPods sold, and countless personal computers stuffed with music tracks. Recording industry bodies blame - and sue - fans who “share” with peers and strangers for the decline. Is it that simple?

At the same time, music publishing (payments to composers) are up - climbing over 5% a year. And live performances are booming, with concert ticket revenue at all-time highs and “unsigned” bands packing stadiums without conventional advertising. Perhaps no industry save journalism has been so directly restructured by the social structuring of networks.

The history-rich gallery of the American Museum of Radio & Electricity gives the perfect setting for this incisive look at the remaking of an industry. Gain insights into how social networks might redefine your industry and your business by looking at how the music you know & love has been affected.