PluggedIn “Digital Content” Roundtable – Commentary
June 9, 2010
August 3rd: Real Time Content, Data, & Syndication Roundtable
July 20, 2011

March 23rd: Monetizing Social & Mobile Rountable Participants

The March 23rd roundtable focused on Monetizing Social & Mobile Media. The roundtable explored various ways companies utilize online communities to generate sales. Industry leaders discussed their best practices and strategies on Facebook, Twitter, Foursquare, Tumblr, blogger outreach, localization, and creating viral campaigns. Razorfish: Paul Gelb, Vice President, Mobile Practice Lead Paul helps clients on the road to innovation by pioneering media and development executions in mobile and integrated campaigns across digital out of home, broadband video, interactive television, social networks, and gaming. In an ever changing media landscape, Paul is also a trusted consultant to Razorfish’s largest clients as they evolve their media and business strategies to include breakthrough technology and advanced platforms. Paul’s mobile clients include Unilever, Citibank, Ford, Mercedes Benz, Kraft, JCPenney, Staples, Ralph Lauren, Victoria’s Secret, Gilt Groupe, Tory Burch, Amway, Starwood, Intel, Dell, AT&T, QVC, The Hollywood Reporter, Terra, Morgan Stanley Smith Barney and T Rowe Price. Paul was awarded the 2010 Media All Star Award by Mediaweek. He was recognized for his Ralph Lauren work with a mobile marketer of the year award and for his Mercedes work with Mobi and MIN awards. He has created concepts for five applications featured in the iTunes app store, one application featured on CNBC, the top branded iPhone application of 2008 and a top free iPad application. Twitter: @paulgelb MocoSpaces: Peter Faubert, Chief Financial Officer Peter is an experienced finance executive whose corporate finance, business administration and management, fundraising and M&A skills have been key contributors to the growth of interactive entertainment, Internet and technology companies. Prior to Mocospace Peter was the Chief Financial Officer and Treasurer at Turbine, a premier publisher and developer of massively multiplayer online games. Peter also held executive level finance positions at Viisage Technology, Burntsand, Primix Solutions and Ariba. Offermobi: Howie Schwartz, Chairman & Co-founder Offermobi is the 1st Mobile Performance Network in the US working with 9,000 publishers. Howie is an active tech Angel Investor and the Co-Founder of Board member of the Friendship Circle which is a non-profit that assists children with special needs. Howie is an investor in the ARC Angel Fund (Portfolio: MyNines, CareerMinds, Hashable). Twitter: @therealhowie 360i: David Berkowitz, Senior Director of Emerging Media David Berkowitz is Senior Director of Emerging Media & Innovation for digital marketing agency 360i, where he develops social media and mobile marketing programs for Fortune 500 businesses and leading brands such as Kraft, JCPenney, and Bravo. He writes the weekly Social Media Insider for MediaPost, with over 300 columns published to date, and contributes to 360i’s Digital Connections, Ad Age’s Digital Next Blog, and his own He has spoken at over 100 events including SXSW, Web 2.0 Expo, Blog World Expo,ThinkMobile, and iMedia, with guest lectures at Yale, MIT, Google, and Coca-Cola. You can also find him mentioned regularly in the press, including The Wall Street Journal, The New York Times, and USA Today. Twitter: @dberkowitz LiveIntent: Dave Hendricks, Chief Operating Officer Dave has been monetizing emerging interactive media since 1999. Today, As Chief Operating Officer of LiveIntent, Dave has overall responsibility for Sales, Marketing, Client Services, Finance and Administration. Prior to joining LiveIntent, Dave was Executive Vice President Operations with Datran Media. Prior to joining Datran, Dave held senior roles at leading data management companies InfoUSA and Experian and was an early employee at two startups: Loyalty Lab and CheetahMail, where he was a member of the founding executive team and EVP Sales and Marketing. Twitter: @davidhhendricks Appitalism: Simon Buckingham, Chief Executive Officer Simon Buckingham is an New York based entrepreneur who has founded 3 companies: Mobile

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Streams (creators of, Zoombak location based services and most recently Appitalism, the social app superstore that brings all the apps together in one place and let’s the community decide the best apps through ratings and reviews, for which they earn App Rewards which can be used as part or full payment for apps on the website or its mobile sister site at Simon’s career in mobile communications began 20 years when he joined cellphone carrier Vodafone in 1991. Twitter: @simonbuckingham enter:new media: Emily Sobol, Managing Director Emily Sobol is the Managing Director at enter:new media, a social media marketing agency. Emily started her career in publishing public relations for magazines such as Maxim, Blender, Radar, and Sporting News. She then became one of the first analysts at BuzzMetrics, a leader in the consumer-generated media measurement and analysis space. During her time at the company, BuzzMetrics went through several mergers and acquisitions before merging with NetRatings and forming Nielsen Online, a subsidiary of The Nielsen Company. Emily helped start-up the consulting division of Nielsen Online- Digital Strategic Services- and later was selected to join the first class of Nielsen’s Business Process Improvement program, where she was trained in Six Sigma and Lean. (BuzzMetrics is now referred to as NM Incite after forming a joint venture with McKinsey and Company.) As the Managing Director at enter: new media, Emily oversees the communications and account management team and works with various fashion and entertainment clients, including A&E and Versace. Twitter: @emsob SinglePlatform: Henry Lihn, Vice President, Sales Henry joined Single Platform as VP of Sales in April of 2010. Prior to, Henry was the CEO of Gin Lane Media, a boutique creative agency. SinglePlatform provides restaurants one stop to manage their digital presence and gain customers. Restaurants can update specials, events, menus, and more, across SinglePlatform’s Publisher Network of review sites, mobile applications, and related local guides, as well as their social media pages, website, and mobile-optimized site. Publishers partnering with SinglePlatform enhance their user experience with real-time local content, increase user acquisition through improved SEO, and add an additional stream of revenue. Twitter: @henrylihn GoodyTag: Irit Dabby, CEO The idea of GoodyTag was born two years ago when Irit’s friend posted a Facebook photo from his Triathlon. Irit really liked the wetsuit he was wearing, and ended up buying the same one, at the same place. Prior to GoodyTag, Irit worked for Sony and was a consultant in Israel, the US, & the UK. Twitter: @iritd M80: Joe Quattrone, Director Account Management Joe’s journey into social media began in 2006 when he enrolled in a small program called the VCU Brandcenter where he studied Creative Brand Management. In two years at the school Joe created award winning work for Cadillac in the Cadillac National Case Study Competition, and also was chosen among select students to present at 2007 Advertising Week in New York. Upon graduation, Joe took a role with Venables Bell & Partners, an independent ad agency, as the Audi Account Manager. While at VBP/Audi, Joe was tasked by CMO Scott Keogh to spearhead an internal group that investigated how Audi could play, and win, in the social media space. Joe crafted Audi’s very first Social Media Strategy, which was presented to the global board of management of Audi AG in the spring of 2009. It was that presentation that led to Audi of America receiving its first ever round of funding for social media endeavors. Today Audi is one of the most successful automotive brands that engage in social media having millions of Facebook fans, and thousands of Twitter followers. This past Super Bowl Audi was the first ever brand to tag a Super Bowl spot with a Twitter hashtag. In May of 2010, Joe left VBP and Audi to take up a post with Audi’s social media agency of record, M80, as an Account Director. Twitter: @Superquattrone Pontiflex: Brian Long, Vice President, Mobile & Social Products Brian Long is responsible for Pontiflex’s AppLeads mobile ad solution for iPhone and Android applications. Now installed in hundreds of mobile applications, the technology is an overwhelming success covered in Mediapost, ReadWriteWeb, Mobile Developer Magazine and Business Insider. Prior to this role, Brian was the Director of Sales at Pontiflex where he grew seven figures in annual ad revenue, helping Pontiflex to reach 2010 INC 500 status. Prior to Pontiflex, he held sales management roles at (acquired by CBS Interactive) handling top accounts including Dell, AT&T, Adobe, Samsung, and Verizon Wireless. Brian is a graduate of the University of Pennsylvania and takes MBA classes at NYU’s Stern School of Business. Twitter: @brianclong

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