11:15 AM - 12:30 PM
Track B:
Viral Marketing on the Net
If I tell a friend and you tell a friend and if everybody you know tells a friend, well you get the idea. The Net is the perfect viral marketing platform - better than the best, biggest mouth rumor monger. If the What’s Up guys could have gotten a buck for every time their ads were passed along via email last year, they have tens of millions. The dream of every movie, music or book promoter is to go viral, but even with the best advisers and technology at hand, it still takes the elusive element which motivates the user to get involved and become part of the geometric information pass-along process. In this session, we will address the basics of viral marketing and explore how companies attempt to use the Internet as an accelerated marketing device.
Keith Quinn, Vice President Marketing, LivePlanet
David Gilby, Director of Marketing, Streaming Media Division, NaviSite
David Sokolic, Vice President, Marketing, Gizmoz, Inc.
Keith Ferrazzi, CEO, YaYa
Barry Peters, Director of Emerging Media, Lot21
Gianluca Grechi, Managing Director, Vitaminic.com
Wanda Meloni, Principal, M2 Research, Moderator
Barry Peters, Director of Emerging Media, Lot21: As Director of Emerging Media, Barry is
leading the charge in wireless, Interactive Television and broadband development at Lot21. His group has been responsible for many of Lot21's new media initiatives beginning with the first execution of inserting live Web content into a television commercial as well as the first wireless advertisement placed on the AvantGo mobile portal. Prior to Lot21, Barry lead efforts in advertising, product marketing, and marketing database management as Vice President, Marketing for Egghead.com (formerly Onsale.com). There he developed the second largest e-tail database online with over 6.2 million customer records. Barry also sits on the Board of Directors for the Wire Advertising Association where he addresses major challenges facing the wireless advertising industry including technical, business, creative, measurement and privacy issues.David Gilby, Director of Marketing, Streaming Media Division, NaviSite: David Gilby has recently joined NaviSite as the Director of Marketing for the Streaming Media Division. Prior to NaviSite, he was a Director for MP3.com. As an early member of MP3.com, David was a Director of Webcasting and Subscriptions for the online audio powerhouse. While many "Industry Experts" talk and theorize about streaming and subscriptions, David has had an inside view of over 12 million members consuming streaming content and buying subscriptions. He is listed on the patent for the first on-demand Internet audio Subscription model. During his Webcasting career, he has produced and promoted Webcasts with artist such as The Cult, TLC, Alanis Morrisette, and The Goo Goo Dolls, along with many product launches and press announcements. Prior to his Streaming Media career, David held Marketing positions with Naked Media, Sony Pictures, and United Artist Theater Corporation in Los Angeles.
David Sokolic serves as Vice President of Marketing for Gizmoz. David manages the strategic marketing activities, executes strategic alliances, and counsels on positioning and corporate strategy. Sokolic has over six years of experience working in Hi Tech as both a strategy consultant, and in various operational roles. From 1990-1993, Sokolic worked at Braxton Associates, the international strategy-consulting arm of Deloitte Consulting, after which time he moved to Israel and joined HK Catalyst, a venture capital and advisory service and consulting firm. Sokolic then joined on as Product Manager with VocalTec Communications, a pioneer in the IP Telephony market, progressing to Marketing Director with responsibilities for the ISP and Telco markets. David holds a bachelor's degree with honors from the Wharton School.
Keith Quinn joined LivePlanet in August 2000 to be involved in bringing creative and innovative ideas to market. Keith leads LivePlanet’s marketing efforts, including branding, public relations, competitive positioning, and strategic marketing relationships. Before joining LivePlanet, Keith worked for the WPP Group, where he served as strategic counsel to senior management of several leading marketing communications firms and their clients. Within WPP, Keith worked for Blanc & Otus Public Relations, developing competitive positioning and branding for hi-tech companies, and specializing in entertainment technology. Also within WPP Group he worked for Ogilvy & Mather Advertising, specializing in consumer insight, creative strategy and branding for clients targeting teen and young adult markets. His other professional experiences include teaching 12th grade English, business development for PBS, and entertainment publicity for film and leisure clients. Keith holds an MBA from Northwestern University’s J.L. Kellogg Graduate School of Management and an A.B. from Harvard College.
Keith Ferrazzi, CEO, YaYa: Having once been named the youngest Chief Marketing Officer for a Fortune 500 company, Keith Ferrazzi brings his extensive relationships and vast experience to lead YaYa as Chief Executive Officer. Before joining YaYa, Keith was Chief Marketing Officer for Starwood Hotels & Resorts Worldwide, the youngest CMO in the Fortune 500. While at Starwood, Keith is credited with bringing clarity to the Starwood brand architecture through his positioning and marketing of Starwood’s brands including Sheraton; Westin and The Luxury Collection while birthing the new St. Regis and W Hotel brands. Prior to joining Starwood, Ferrazzi was chief marketing officer of Deloitte Consulting, a leading management consulting firm, where he developed and managed the industry’s first globally integrated marketing organization. As a result of creative marketing initiatives during Ferrazzi’s tenure, Deloitte Consulting’s brand recognition moved from the lowest in the industry to second position thus achieving the highest growth rate in the industry that period. Ferrazzi was an early leader in the quality movement as the youngest examiner of the Malcolm Baldrige National Quality Award. He is a frequent commentator on CNN and CNBC, and has authored a number of pieces for business publications such as the Wall Street Journal and the Harvard Business Review. Keith was named a "Global Leader of Tomorrow" by The World Economic Forum in 1999 and he chairs an effort exploring the linkages between leadership success and spirituality. He was a Crain’s Business pick as one of the 40 top business leaders under 40 in 1997. Keith is active in civic and charitable organizations. He created a foundation designed to promote business excellence among smaller institutions in manufacturing, health care and education. He is also an active member of the board of directors of Save America’s Treasures, chaired by former First Lady Hillary Clinton and Yale University’s Alumni Board. Mr. Ferrazzi earned a BA from Yale University and an MBA from Harvard Business School.
Wanda Meloni, Principal, M2 Research: The Principal of M2 Research, located in
San Diego, California, Wanda Meloni is a market analyst and visionary covering the convergence of digital media for the entertainment and e-commerce industries including streaming technologies, gaming, desktop video production, animation and web development. M2 Research publishes timely and insightful market research reports on a variety of market sensitive topics and consults with the leading technology vendors and content providers in the digital media industry. For nearly ten years Ms. Meloni has been on the cutting edge of tracking digital media technologies and applications, as well as consulting with companies on their strategic marketing and development plans. Before founding M2Research in 1999, she was a senior analyst with Jon Peddie Associates where she covered the 3D graphics software market. And Prior to her work with JPA, Ms. Meloni worked with a variety of software tools vendors, content providers, and game developers directing strategic planning, marketing and product development. Ms. Meloni holds an MBA in International Business from the Monterey Institute of International Studies. She is a frequent contributor to the industry’s leading trade publications and has a monthly research column on DigitalMediaNet, and is frequently quoted in publications such as The Wall Street Journal, Business Week, Red Herring Magazine, Computer Graphics World, and SGI World.Gianluca Grechi, Managing Director, Vitaminic.com: Gianluca Grechi is the U.S. managing director of Vitaminic, one of the leading digital music distributors worldwide (www.vitaminic.com). Grechi’s previous experience includes Internet projects for RCS Rizzoli, Class Editori, Giuffre Editore (Reed Elsevier), and other companies. For three years he served as marketing and communications director for Italia Online (Mannesman), Italy’s largest ISP, where he operated some of the most popular content and e-commerce Web sites in Italy. Before relocating to California, Grechi was head of the Internet Business Unit of the Italian Yellow Pages. An active promoter of the Internet in Italy, he was a founding member of the Italian chapter of the Internet Advertising Bureau and served on the board of CommerceNet Italy. Grechi holds a bachelor’s degree in economics from Bocconi University of Milan, and an MBA from the Haas School of Business at the University of California at Berkeley.