Panel: Web 2.0: What Will Make It Work

The Executive Summit:
Marketing & Technology-the Next Frontier




PANEL: WEB 2.0: WHAT WILL MAKE IT WORK

This has been the most discussed area of marketing and yet it is the least understood in terms of how to use it to drive revenue. This panel will share the tips to beat the competition in leveraging social media.

Moderator:

Bill Sobel, Chief Connections Officer, SobelMedia LLC

Panelists:

Bonin Bough, Global Director Social Media, PepsiCo
Richard Carey, Founder & Chief Engagement Officer, Intentional Games
Howard Greenstein, President, Harbrooke Group
Elizabeth Pigg, Vice President, Edelman Digital

Moderator:

Bill Sobel, Chief Connections Officer, SobelMedia LLC

Bill Sobel, the Principal of SobelMedia and NY:MIEG/The New York Media Information Exchange Group. According to Wendy Marx of Fastcompany.com "Sobel knows practically everyone who matters in the media and entertainment space. Recognizing that his 'skill set is who I know', Sobel since the early 1990s has helped technology companies get into the media and entertainment space by tapping into his vast network."

Bill began his career at NBC/New York as a Page and worked his way through production. Later he moved to ABC On-Air Promotion. In 1981 he joined MTV as the first Supervisor of Videotape Operations. Currently Bill is principal of SobelMedia, a digital media solutions consultant/advisor to start-up companies in the media/entertainment industry. In addition he is the founder of NY:MIEG, the New York: Media Information Exchange Group, a group of media (and related) professionals who meet monthly in New York City in order to explore ideas and offer wisdom to the most profound changes in Media's history that are occurring every day. On a deeper level, NY:MIEG stays abreast of frequent industry changes and maintains their relevancy on any given topic, providing a forum for continuing education for all professionals.

Panelists:

Bonin Bough, Global Director Social Media, PepsiCo

Bonin Bough is currently the Director of Social Media at PepsiCo. His focus is on helping to socialize our communication. For those of you who know him, Bonin has been an active supporter of the space and constantly strives to help grow the space.

Previously, Bonin was the EVP and Director of Weber Shandwick's global interactive, social and emerging media practice, leading a 100 plus-person global team. Bonin has over ten years experience in the space, ranging from digital strategic planning and project execution to leading and building global practices. He has a deep interest and experience with community building, social media, social video, and digital marketing.

In addition to his corporate career Bonin was a professor at NYU's Center for Publishing Graduate Studies from 2000 - 2005.

During his time at Weber Shandwick, he grew the practice from 60 - 100 people including the roll-out of EU and Asia. He led strategic programming for several top clients including Federation of Colombian Coffee Growers, Electrolux, MasterCard, Ambien, MAC Aids, Honeywell, and Best Buy.

Previously, Bonin was a founding member and SVP at Ruder Finn Interactive (RFI), He ran the interactive strategy unit for 8 yrs. During that time he led strategy for clients/projects such as Société Générale Project Finance Group, Nursing and Caregiver Campaigns for Johnson and Johnson, Kellogg 100 Anniversary, iUniverse, International Center of Photography, Hunter Douglas, Schering Plough, Affymetrix, Ready.gov (Ranked by NNG beyond 508 compliance), Novartis, Elidel, Gleevec, Femara, Zometa, Xolaire, Pfizer, Berringer, Perdue and over 70 more engagements and campaigns. Bonin also developed RFI's processes for measuring effective Web strategies, and ePR, the industries early social media methodology.

Over the years his work has won numerous awards including a Webby, Stevie, Golden Pencil, Sabre, Big Apple, AdTech, Com Arts and SxSW - Viewers Choice for www.MrPicassoHead.com.

Richard Carey, Founder & Chief Engagement Officer, Intentional Games

Richard Carey, the founder/CEO of Intentional Games, is a veteran entrepreneur and visionary media product development executive. Over 20 years he has created innovative Web-based social media and commerce, educational and entertainment products for publishers like Pearson and Scholastic, broadcast and cable television networks including ABC, CBS, HBO, Showtime, Universal, as well as for private businesses, arts and cultural organizations.

Howard Greenstein, President, Harbrooke Group

Howard Greenstein is a Social Media Strategist and Evangelist, and President of the Harbrooke Group, which specializes in helping companies communicate with their customers using the latest web technologies. His years of experience in the technology world, combined with his background as a business coach, help him bridge the gap between business needs and technology requirements, allowing him to facilitate difficult business conversations and focus on the results of any project.

Greenstein's career, prior to starting his own firm, has spanned business and not-for-profit organizations such as the Twin Towers Fund, Microsoft, JP Morgan, New York University, and several start-ups. He has been a leader of networking groups in the NY technology community since 1988, and co-founded the first Web User Group in the US in 1994. He earned a BA from Cornell University, and a Masters in Interactive Telecommunications from NYU's ITP program.

Elizabeth Pigg, Vice President, Media Strategy, Edelman Digital

Based in Edelman's New York office, Elizabeth is a Vice President within the Media Strategy practice. She is Edelman's lead social networking expert. Elizabeth currently oversees social media programs for Unilever and SCJ. She is also responsible for leading the digital team in developing media strategies for a variety of new and current business efforts.

Elizabeth has also played a lead role in interactive marketing initiatives including search engine optimization, focusing on marketing efforts designed to position websites at the forefront of search engine activity.

Elizabeth joined Edelman in 2001 with experience in advertising, sales and marketing. Elizabeth's prior experience includes working within the creative departments at both Euro RSCG Tatham and Donahoe Purohit Miller. She also served as the Marketing Director for both the Chicago Opera Theater and the Chicago Sinfonietta, where she was responsible for overseeing all marketing and fundraising initiatives.

Elizabeth was born and raised in Chicago, IL, and has resided in Manhattan for three years. She is a graduate of DePaul University where she earned a Bachelor of Arts degree in communication-media studies with a minor in music performance. Elizabeth is a professional voiceover artist and a classically-trained musician. She is currently a member of the New York Symphonic Arts Ensemble. Most importantly, Elizabeth was one of the first 100,000 MySpace members: www.myspace.com/elysabeth.