www.InternetMarketingConference.com

Program | Agenda

New York City | June 4, 2008 | Hotel Pennsylvania
8:00 am–9:00 am Registration and Refreshments
9:00 am–9:15 am Opening Remarks by Lennart Svanberg and Lars Johansson, Internet Marketing Conference

9:15 am–9:40 am Monetizing Mobile—Reward your Community for Marketing Your Brand by Alan Levy, CEO of BlogTalkRadio

Dozens of sites and services are looking to build community, but few provide lasting value for members who sign up. By providing ways for content creators to earn residual revenue, you’ll encourage them to build their own audience within your portal.

Leverage their content to make it available on phones, which increases your reach and total revenue. Alan Levy, CEO and Founder of BlogTalkRadio, explains how he created and built his thriving online network of online radio hosts.

Starting from scratch, BlogTalkRadio now has over 4,000 active hosts and has produced over 50,000 episodes, with featured guests such as Brad Pitt, Yoko Ono, Mike Huckabee, Shirley MacClaine, Brian DePalma, Frank Rich and more—all in just 16 months.

As BlogTalkRadio allows hosts to both create and listen to shows on phones, people can leave their computers turned off to Join The Conversation and create the shows they love.
9:40 am–10:05 am Surfing, Searching, and Sharing Mobile Internet Without Typing by Aage Reerslev, CEO of Squace

Mobile Internet will grow much more rapidly in popularity when users have the ability to share links and services independent of handsets, network technologies, operators and borders. Aage Reerslev, CEO of Squace, demonstrates some live examples of highly useful mobile services and content.

Squace is the most intuitive and personalized mobile concept that brings the simplicity of fixed Internet to mobile devices.

10:05 am–10:30 am Finding the Heart of User Experience in Mobile Internet Marketing and the UI by Johan Montan, TAT

A great user interface (UI) could be the difference between success and failure for your application and mobile internet offering. Find out how to ensure users get the most from your application.
  • Get the latest design best practices—Learn what constitutes a good UI and get a success checklist.
  • Find out what separates a good UI from a bad one in terms of intuition, simplicity and understanding.
  • Learn how you can work with haptics and touch screen technology to enhance the user experience while keeping your application streamlined and focused.
  • Understand user intention—Learn how to target a specific type of user on a particular device. Find out how you should factor in market considerations and optimize your UI with this in mind.
  • Guide the user—Learn how to ensure the user understands what’s happening on the screen. Create a holistic experience by providing the right information at the right time.
10:30 am–11:00 am Morning Refreshment Break

11:00 am–12:00 pm Location Services Roundtable with
  • Peter Olfe, Founder of Yojo Mobile
  • Dan Melinger, Co-founder of Socialight
  • Bob Page, Senior Director of Strategic Data Solutions at Yahoo!
  • Lennart Svanberg, Producer of IMC

Dan Melinger's Socialight brings social discovery to the real world with a mobile community platform that unlocks the ability for people to find and share stories and personal experiences about places around them.

Socialight's vision is to use people’s locations, interests and social networks to serve up a personalized list of the most interesting information to any person at any particular moment. Socialight allows users to tap into the local buzz from friends, trusted brands, or everyone right from their cell phone.

Peter Olfe is the founder of Yojo Mobile, a mobile services company delivering location-based applications that meet people where they live, work and play. With more than 250 million mobile phones in use in the United States alone (72% penetration), mobile marketing powered by local search has immense potential.

Bob Page will add the dimension of privacy to the discussion.

The mobile consumer is looking for information with every excursion; for example, the nearest clean restroom, inexpensive gasoline, a good deal on a cup of coffee, public transportation schedules. With time- and location-based search technology, merchants and companies have for the first time a way to offer limited-time, ad-hoc, location-specific offers to the most likely buyers.

Join us in this fun discussion about the "killer" application for mobile Internet—to find you where you are!
12:00 pm–12:30 pm Creating a Sticky Mobile Experience by Ludo Collin, General Manager of Starcut

Starcut has built mobile sites for huge media brands including NBC Universal, ABC, MTV, Comedy Central, Nickelodeon, Zagat, BET, The New York Times and Maxim Magazine. These sites not only help these companies extend their brands to the mobile space and maintain a connection with their audiences away from the TV or computer, they also support creative advertising campaigns that drive additional revenue. How do you efficiently create a compelling and sticky mobile web experience despite the myriad of platforms and mobile devices on the market, each of which have different size parameters and requirements? Ludo Collin will show the recent Zagat mobile site, which was used by Apple during its latest round of iPhone commercials (Apple used the Zagat mobile site, as opposed to the traditional Web site).
12:30 pm–1:30 pm Lunch and Networking
1:30 pm–1:55 pm Maximize ROI by Always Testing by Bryan Eisenberg, Chief Persuasion Officer of FutureNow

If we can't get things right on a 17 inch plus screen, how are we going to get it right on a 1 inch screen? The rising costs of directing traffic to a site place tremendous pressure on the "landing page" (where the site traffic arrives) to convince visitors to take a desired action—whether that be buying something, completing a form, or subscribing.

Improving landing page "conversion rates" (percentage of visitors who take the desired action) has become a key focus of companies because even a slightly improved conversion rate can dramatically boost profits. One approach to doing this is to use A/B or Multivariate testing. How do you do it right?
1:55 pm–2:20 pm
 Widgets in Motion—Syndication Beyond the Desktop by Wil Tan, Co-founder of MojiPage

MojiPage is a mobile widget platform with an open standards-based API for creating widgets that work on any mobile device with a web browser. Wil Tan has more than nine years of professional experience in the Internet industry, specializing in web development, internationalization, and domain names.

Widgets have been used with great success on social media sites. Until now, they were confined to the desktop. As mobile platforms are becoming more sophisticated, and as widget container applications are gaining widespread acceptance, there has never been a better time to get ready to ride the next big wave.

We will look at how companies can leverage mobile widgets to syndicate their content and capture the attention of users when they're on the move.
2:20 pm–3:00 pm
 Workshop—Create Your Own Mobile Marketing Strategy led by Lennart Svanberg, Producer of IMC, and Lubna Dajani, Founder of Stratemerge Inc.

Under the leadership of IMC's producer and with the help of our guest speakers, the participants, divided into small groups, will create a mobile marketing strategy.

"Design an ideal interface for a Mobile Phone"

"Create a mobile marketing campaign"

Each group gets a chance to present its solution to the other groups in order to get feedback and learn from each other.
3:00 pm–3:20 pm Afternoon Refreshment Break
3:20 pm–3:45 pm Promotional Marketing for the Small Screen by Jeff Weitzman, CEO of Coupons, Inc.

After last year's successful presentation, we've asked Jeff Weitzman to come back and update us on how the use of digital coupons is growing in North America.

This session includes:
  • Examples of promotions that can be run with mobile coupon technology.
  • The major features and advantages of allowing consumers to control the interface/interaction with mobile coupons.
  • How mobile coupons can target consumers while in stores where the coupons can be redeemed—providing additional incentives and motivating purchases at the point of sale
3:45 pm–4:30 pm Mobile Web Analytics and Testing Roundtable with
As the mobile web comes of age, what are your options for understanding visitor usage, content and marketing effectiveness? Can you go with “traditional” web analytics vendors or should you consider new players?

This panel will discuss the current marketplace and give you recommendations as how to integrate mobile web analytics into your organization’s analytics environment.
4:30 pm–5:00 pm Matching Product to Medium by Ethan Dreilinger, CBS

Find out how to understand the way people use mobile devices and the way they interact with your products and services. Discover how to make sure your message is tailored to the mobile platform by using web, video, user-generated content, SMS and MMS.

5:00 pm–5:10 pm Summary by Lennart Svanberg and Lars Johansson