Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 3-6, 2010 Thursday, May 6th Strategic Investigation - Drill Down Day 12:50 PM - 2:00 PM Track III: AdvUp-25 Social Media and Target Markets: Dating, Comedy, News, Kids, Teens, Music, Women, Sports, Politics, Religion etc. Transforming and Disassembling the World of Traditional Media and Communications Todd Sawicki, Chief Revenue Officer, Cheezburger Network Patrick Keane, CEO, Associated Content Pete Vlastelica, Chief Executive Officer, Yardbarker Hooman Radfar, CEO and co-founder, Clearspring Ellen Bird, Manager, VivaKi Sanjay Raman, co-founder and Chief Product Officer, Howcast Media Jill Newhouse Calcaterra, SVP Marketing and Partnerships, EVERLOOP.com Jeffrey C. Ulin, Of Counsel, Wilson Sonsini Goodrich & Rosati, Moderator Patrick Keane was named Chief Executive Officer of Associated Content, Inc., in March, 2009. Prior to Associated Content, Keane was EVP and Chief Marketing Officer at CBS Interactive where he managed partnerships and strategy for the Interactive division. In addition to sales strategy, he managed CBS Interactive's efforts in advertising operations, sales marketing, research and analytics, sales training and search engine optimization. Prior to joining CBS, Keane spent more than four years at Google, Inc. He served as Head of Advertising sales strategy at Google, overseeing the group responsible for developing and managing the strategic plans and relationships critical to growing Google's advertising customer base. He was the founder and programmer of Zeitgeist, Google's annual thought leadership forum. Keane also built and led Google's North America Ellen Bird, Manager, VivaKi: Ellen Bird is a seasoned digital culture expert sitting inside of VivaKi – a communications entity that combines the scale, clout and talent of Publicis Groupe’s leading digital and media agencies: Denuo, Digitas, Razorfish, Starcom MediaVest Group and ZenithOptimedia. In her current role, she serves as a writer and project lead for VivaKi’s thought-leadership publications, such as Reflecteur – a biweekly publication that places a unique focus on digital culture. A large part of her role involves developing, writing and managing content, as well as working to expand its use and purpose for all VivaKi agencies and their clients. Reflecteur readership is currently over 1,000 and growing aggressively inside of the global VivaKi community. Bird also works with VivaKi Chief Strategy and Innovation Officer Rishad Tobaccowala on new business opportunities and cross-agency collaboration efforts. Prior to joining VivaKi, she was a manager at futures company Denuo, where she led the development of proprietary agency publications and consulted Hewlett-Packard (HP) on digital strategy. While there, she helped concept the brand’s popular Mobile@Retail campaign –a mobile experience that catered to the in-store experience and helped customers find the latest reviews, tips and information on products at the height of the holiday season. She also co-presented with HP at the 2009 Annual Word of Mouth Marketing Association (WOMMA) Summit – a presentation that was later regarded as the event’s most buzzed about presentation on Twitter. Before that, she worked as an associate at media agency Starcom USA, focusing primarily on the Disney Parks and Bank of America accounts. While there, she co-authored a white paper that focused on the future of advanced TV and created a media trends presentation for Disney Parks which were revered as best-in-class thought leadership materials and shared with the broader Starcom MediaVest Group community. Her career history also includes corporate recruiting, as well as marketing and PR experience. In 2006, Bird was named one of the Windy City Time’s “30 Under 30 Chicago Acvitists.” Bird received her Bachelor of Arts degree in Sociology from Northwestern University in 2006. Originally from Connecticut, Bird likes to spend her time outside of work playing with her miniature dachshund and hanging out on the beach in Rogers Park. Pete Vlastelica, Chief Executive Officer, Yardbarker: Pete Vlastelica, CEO of Yardbarker, co-founded the company in 2006 and remains responsible for establishing and continuously evaluating its overall strategic direction. He works closely with the sales, business development, marketing and content teams on balancing inventory growth and revenue maximization; fostering a work culture that makes the company's employees love their jobs; and helping celebrity athletes become great bloggers. Before founding Yardbarker, Vlastelica managed business development at the Walt Disney Internet Group in London, where he was responsible for negotiating large content licensing deals with European ISPs. He also ran business development at Plumb Design, an award-winning boutique interactive marketing and design agency in New York City, with clients including Sony and Universal Music. Vlastelica earned an MBA from the Haas School of Business at UC Berkeley and a BA in Public Policy from Stanford. He has spoken at numerous industry conferences. Hooman Radfar, CEO & co-founder, Clearspring: Hooman Radfar actively drives platform marketing and strategy initiatives at Clearspring. He was recently named one of Tech's Best Entrepreneurs by BusinessWeek and was nominated for Ernst & Young's Entrepreneur of the Year. When he is not busy building a better Web, you can find him writing his blog <http://www.widgify.com/>Widgify. Radfar graduated magna cum laude from the University of Pennsylvania with degrees in Economics and Computer Science. He holds an M.S. from Carnegie Mellon University where he researched Social Networking Theory. Sanjay Raman, co-founder and Chief Product Officer, Howcast: Sanjay Raman serves as Chief Product Officer, leading all product and engineering strategy across the company and driving several strategic business development initiatives. Prior to cofounding Howcast, Sanjay worked at Google as a product manager for Google Apps, charting product vision and strategy for the distribution of Gmail, Google Docs, and Google Calendar to enterprises, technology partners, and small businesses. As one of the initial members of the Google Video team, Sanjay launched the first user-generated video upload platform and defined several key areas of the product. Before Google, Sanjay spent two years at Morgan Stanley as an analyst. He cofounded and served as a chief architect of an enterprise wireless software company that launched in early 2000 and was acquired in 2001. Sanjay holds a BS and MS in computer science, both from MIT. Todd Sawicki, Chief Revenue Officer at Cheezburger Network. He is an entrepreneur at heart with more than 16 years of experience in online startups, media companies and everything in between. Todd has worked in senior sales and marketing management with many startups including most recently Lookery and is on the advisory boards for Wetpaint and BuddyTV. Jill Newhouse Calcaterra is a marketing consultant in the children’s/tweeen educational and entertainment business. Her recent projects have included clients in the family, preschool and tween markets, including EVERLOOP (tween social networking site), KIDTOONS (in theatre matinee program), FREAKYCREATURES (online and toy product), SMARTYCARD (online site), CINEDIGM (digital delivery of content into theaters), IMBEE (online site), MISS SPIDER’S SUNNY PATCH KIDS (Nick Jr.), BENJI (theatrical release), CYBERCHASE (PBS series), ZULA (a new public television series), DECODE (Franny’s Feet on PBS), BRATZ (Toy Line), and several independent productions. Additionally, she works with SIMON MALLS (the largest mall developer in the nation) on their kids programs (Kidgits/DTour). Calcaterra focuses her efforts on creating multi-tiered marketing programs and brand extensions, including promotions and public relations, in-school marketing efforts, paid marketing opportunities, media buying/negotiating, and forging innovative relationships with third parties, including toy companies, licensees, non-profits, CPG’s companies, fast food companies, online entities, publishers and manufacturers. Additionally, she assists companies with marketing strategy and research, including focus groups, agency searches, media evaluations, and more. Before starting her consulting company over seven years ago, Calcaterra was Vice President of Marketing, Promotions and Partner Relations at Nelvana Communications, directly managing marketing, sponsorship and licensing programs for a variety of shows including Medabots, Beyblade, PBS KIDS Bookworm Bunch, Redwall, Little Bear, Franklin, Berenstain Bears and others. Additionally, she managed the KLUTZ marketing and promotions prior to the sale of the company to Scholastic. Prior to Nelvana, Calcaterra was Vice President of Marketing at PorchLight Entertainment, directing the marketing, public relations, sponsorship and licensing efforts for the PBS shows Jay Jay the Jet Plane and Adventures from The Book of Virtues. Prior to PorchLight, Calcaterra worked at several major advertising agencies in San Francisco, including Goldberg Moser O’Neill and Hoffman / Lewis on clients ranging from Dell Computers and Kia Motors, to Mrs. Fields Cookies and Sutter Home Wines. After almost twenty years in children’s entertainment, Calcaterra’s work has become even more relevant to her personal life. With a six year old son and a 7 year old daughter, she literally lives and breathes kids! She is co-President of the Parent Support Group Board at Kenter Canyon Charter Elementary, managing a budget of over $600,000 for this local, public, charter school. Jeffrey C. Ulin, Of Counsel, Wilson Sonsini Goodrich & Rosati: Jeffrey C. Ulin is Of Counsel in the San Francisco office of Wilson Sonsini Goodrich & Rosati. His practice focuses on media transactions, particularly the distribution of intellectual property assets and content. Jeff has nearly 20 years of experience in the media, legal, and entertainment industries. Prior to joining the firm, he served as Lucasfilm's senior distribution executive and also managed the company's online division; in his distribution role, Jeff was responsible for distributing and licensing all of Lucasfilm's intellectual property to global theatrical, video, television, and emerging markets. In 2006, he took over the leadership of the Lucas Online division and re-launched starwars.com. Jeff also held the title of senior director of business affairs, serving as senior executive in the business affairs and legal group and advising George Lucas and various divisions on the structuring and negotiations of key deals, including the establishment of the Lucas companies' first overseas studio, in Singapore. Previously, Jeff co-founded and served as CEO of animation studio Wild Brain, which he developed into a leading digital production and film studio, launching original television series, expanding commercial production, building a computer graphics film group, and generating a proprietary online library. In this position, he raised $25 million in private equity from U.S. and European venture capital firms, structured and negotiated all key company deals, and leveraged his international distribution expertise to structure international co-productions. While at Wild Brain, Jeff also created the 65-episode Disney pre-school hit Higglytown Heroes. Earlier in his career, Jeff served as general counsel and senior vice president of business affairs in London for CIC Video International, the arm of Paramount Pictures and Universal Pictures responsible for overseeing the studios' overseas distribution of home entertainment products. In this role, he was actively involved in determining company strategy, managing global intellectual property matters; developing a wide range of licensing, promotion, and distribution agreements; handling litigation; structuring employment contracts; opening new offices; and negotiating key territory operations. Jeff also practiced law in Los Angeles, first in the corporate law group of Gibson, Dunn & Crutcher and subsequently at London-based Denton Hall Burgin & Warrens. In addition to his duties at the firm, Jeff teaches the course "Media & Entertainment: Economics Policy and Strategy" at the Haas School of Business at the University of California, Berkeley. He is also the author of the Variety magazine-endorsed book, The Business of Media Distribution — Monetizing Film, TV and Video Content in an Online World.