Moderator: Doug Weaver, Founder and CEO, Upstream Group / iMedia Senior Analyst

1. KEYNOTE PANEL:
Social, Local and Mobile:
Pursuing the Consumer at the
Borders of Media, Commerce and
User Experience
Moderated by
Doug Weaver
Founder & CEO

2. 4 Marketers, 4 Iconic Brands,
4 Points of View
JENNIFER BARBARA
LISA WAINWRIGHT WILLIAMS CATHLEEN
BARI RYAN
ONE GIANT HAIRBALL OF A TOPIC

3. 6 Hypotheses:
• Statements about Elements of SoLoMo
for the panelists – and you all – to react to,
explore, disagree with, debate or enhance
• We’ll pause for comments,
but we’ll keep it brisk
• Soundbites, not speeches.
No selling from the floor

4. The narrow, rigid focus on
attribution and immediate direct
response metrics threatens to stifle
innovation and creative thinking in
Social, Local AND Mobile. It’s time
to get off the ‘testing treadmill’ and
act boldly and decisively.

5. Today’s social conversation
begins – and sometimes ends –
with Facebook. But it won’t stay
like that for very long. There is
room for many more players to
innovate and create social
value. Facebook is just the base.

6. The current approach to mobile
strategy is little more than a
hangover from display. Most
marketers and agencies are
struggling to even define a vision for
mobile. We’re barely even asking
the right questions yet.

7. Defining “Local” solely around
advertising metrics – and budgets –
is dumb. Local encompasses
everything from promotion, to co-
op, to shopper marketing to CRM.
We need new language and
approaches if we’re to even begin
cracking the code on Local.

8. Most agencies (and sellers) focus
too much on helping us spend
existing budgets in SoLoMo, and not
enough on helping us grow those
budgets. If you’re challenged by
budget constraints, you’re probably
not deep enough in the organization
or strategic enough in your thinking.

9. Most agencies and sellers who
call on us misunderstand a
couple of very fundamental
things about clients.
For Instance….

10. HUGE THANKS TO OUR GUESTS
JENNIFER BARBARA
LISA WAINWRIGHT WILLIAMS CATHLEEN
BARI RYAN
DOUG WEAVER