Thursday, March 8 11:15 AM - 12:30 PM Session 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. Jeannette McClennan, President, OgilvyInteractive North America Oliver Jones, founder & Vice President Engineering, DotClick Corporation David Sokolic, Vice President, Marketing, Gizmoz, Inc. Mark Smelzer, VP Entertainment, L90 Dwayne Ritchie, CEO, TicketClub.com Martin Higgins, Creative Strategist, Broadband, Red Sky Randy Levine, Director of Business Development, Navisite Wanda Meloni, Principal, M2 Research, Moderator Randy Levine, Director of Business Development, Navisite: As the Director of Business Development for NaviSite’s Streaming Media Division, Randy Levine is responsible for all relationships and alliances involving streaming media for NaviSite. Before joining NaviSite, Mr. Levine was Vice President of Business Development at ClickHear, Inc., where he was responsible for sales, as well as strategic alliances and partners. Mr. Levine played an integral role in the acquisition of ClickHear by NaviSite. Prior to joining ClickHear, Mr. Levine was Director of Strategic Relationships for StarMedia Broadband after it’s merger with Webcast Solutions. Besides overseeing all business relationships for WebCast Solutions, Randy played the leading role in the merger of WebCast Solutions and StarMedia to create StarMedia Broadband. Mr. Levine began his professional career as a political consultant, where he managed, and raised funds for, many successful local and congressional campaigns throughout the United States. Jeannette McClennan, President, OgilvyInteractive North America: A pioneer in interactive marketing and advertising, Jeannette brings 18 years of industry experience to her new role as President of OgilvyInteractive North America. She is one of the few "tri-lingual" leaders in the marketplace today, one who possesses an astute knowledge of interactive technology, one-to-one marketing, and advertising. In addition to delivering integrated branding solutions for clients such as American Express, IBM, Ford, Jaguar, Kodak, Lotus and Perrier, she also manages and develops OgilvyInteractive’s strategic acquisitions and joint ventures, across the region. Prior to Ogilvy in November, Jeannette was Vice President, Managing Director of the Web shop, Organic, New York. There she oversaw 200 professionals, servicing clients such as Lucent, Tommy Hilfiger, Compaq/Sting, Iomega, etc. Their range of services included strategic consulting, creative and systems integration. Jeannette was also a founding member of Prodigy Services Company and was instrumental in growing commercial advertising and E-Commerce revenue streams and achieving one million Prodigy members well before the mass consumer adoption of the Internet. She also served as Vice President of Sales and Marketing at MapQuest Publishing Unit where she established and grew the MapQuest brand to one of the top ten travel-related sites on the Internet. Prior to that, Jeannette was responsible for management of the News and Television Division of Reuters, where she had full divisional responsibility for developing a long term business plan which included creating a strategic, multi-year partnership with new broadcast client, Fox News Services. In addition, she developed aggressive advertising and public relations initiatives and launched several Reuters New Media products. She also held senior account management positions at Kob and Brady Advertising (now Draft Worldwide) and Dancer Fitzgerald Sample (now Saatchi and Saatchi) both in New York 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. Mark Smelzer, Vice President, L90 Entertainment: Mark Smelzer works closely with entertainment concerns and advertisers seeking to maximize their online budgets with advertising solutions and integrated-marketing campaigns. Smelzer has an extensive background in entertainment marketing, most recently serving as managing director of U.S. sales at Variety magazine. Prior to joining Variety, Smelzer was publisher of Buzz magazine, overseeing the magazine’s advertising, marketing, circulation and production departments. Smelzer’s tenure with Buzz offered him an insider’s understanding of the Hollywood community and helped him establish ongoing working relationships with the studios regarding advertising measures, film screenings, premieres and other value-added initiatives. Smelzer received his bachelor’s degree from the University of California, Los Angeles, and also earned a master’s in business administration with an emphasis in marketing and entertainment management, from the Andersen School of Management at UCLA. Oliver Jones, Founder, CEO & Vice President of Engineering, DotClick: Oliver Jones is responsible for the total operations and overseeing all product development. Prior to DotClick, Jones was a founder and Chief Technical Officer at Vivo Software, Inc., where he spearheaded development of the VivoActive system for delivering Web video. Jones designed Vivo's software architecture and led the development team. In his integral role, he led the network-effect marketing strategy from conception to completion, resulting in over ten million Internet downloads of the VivoActive Player, and the deployment of VivoActive video content on over 40,000 Web sites. Prior to founding DotClick, Jones served as Vice President of Engineering at Adero, Inc. and Director of Product Management at Rational Software, Inc. In his career he has held engineering, consulting, and project management positions at Individual, Inc., Picture Tel, Inc., Centerline Software, Inc., Apollo Computer, Inc., and Digital Equipment Corporation. Jones holds a Master of Science degree from the University of Chicago and a Bachelor of Science degree from Yale University. 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.