2005 Spring Seminar Agenda
"Talking To A Group Of One
The New Super-Segmented Stakeholder"
The 2005 Spring Seminar, April 7-8
The St. Regis Hotel, New York City
Agenda as of March 23, 2005 (subject to change)
Thursday, April 7
| 11:00............................. | Networking Lunch Buffet |
| 12:15............................. | Welcome |
| Tom Martin, ITT Industries, Arthur W. Page Society president | |
| Paul Capelli, Staples, seminar chair | |
| 12:30............................. | Conversational Engagement: Ending The 100 Year War Against Stakeholders |
| David Weinberger, fellow at the Harvard Law School Berkman Center for Internet and Society | |
| For generations, businesses have assumed that they can control customers, investors, and other stakeholders by selectively releasing information. But now it turns out that these audiences know more about the products they use—and often the companies that make them—than the companies themselves. Stakeholders are routing around corporate communications and making direct connections, one to one. These aren't merely micro-markets: they are micro-markets that are talking with one another. And that changes everything. To be effective in this new, connected world, communicators have to un-learn much of what they know and re-learn not only how to talk and the rules of conversational engagement, but even the new body language. It's difficult, but the result can be communication that's not only more effective and less expensive, but more human. | |
| 1:15................................ | The Vanishing Mass Market |
| David Martin, president, Interbrand North America | |
| Given the super-segmentation of audiences and communication media, how can organizations build strong, coherent identities that are seen as broadly relevant? David Martin will reflect on the challenge, how it is being met, and the implications for public relations. | |
| 2:00................................ | Meeting the Business Challenge - The CEO Perspective |
| Norman Wesley, CEO, Fortune Brands | |
| Anthony Bianco, senior writer, BusinessWeek | |
| Driving growth in the age of the "Vanishing Mass Market" is no small feat, and nowhere do more super-segmented-stakeholder challenges converge than at the CEO's desk. In a dialogue led by BusinessWeek's Anthony Bianco, Fortune Brands chairman and CEO Norm Wesley will discuss how a diversified consumer brands company manages for success in the ever-changing environment of diverse consumers, customers, employees, and investors. | |
| 2:45................................ | Break |
| 3:15................................ | Beyond Bowling Teams: Affinity Groups and Todays Employee Engagement |
| Gary Grates, vice president - internal communications, General Motors North America | |
| Dani Monroe, president, Center Focus International | |
| Edd Snyder, executive director - corporate communications, General Motors Corporation | |
| Employee communications has come a long way from the days of posting bowling scores and birth announcements. A proliferation of corporate affinity groups in the last several years is gradually blurring the boundaries between workplace and home, posing challenges and opportunities for today's corporate communicators. | |
| 4:15................................ | From 1 to 1 Million+: New Ways To Know And Understand Your Stakeholders |
| Josh Herman, product manager, Acxiom Corporation | |
| Using data mining to ensure communication is relevant to your audience. Marketers have been doing it for years and all indications are it will only increase further in response to the growing micro-segmentation of the market. The question is, why haven't we? Or, if/where we have used it, how has it worked? | |
| 5:00................................ | Adjourn |
| 6:30............................. | Reception |
| 7:30................................ | Dinner |
| 8:20............................. | Case Study Competition Awards Presentation |
| 8:30................................ | Entertainment |
| Paul Capelli, Staples | |
| Colin Quinn, of Saturday Night Live and Comedy Central fame |
Friday, April 8
| 7:00................................ | Networking Breakfast |
| 7:50................................ | Welcome to Day 2 |
| Paul Capelli, Staples, seminar chair | |
| Bill Margaritis, FedEx, 2005 Annual Conference chair | |
| 8:00................................ | 21st Century Media Relations: What's New, What's Different |
| L. Gordon Crovitz, senior vice president, Dow Jones, president electronic publishing | |
| Martin Nisenholtz, senior vice president digital operations, The New York Times | |
| Brooke Gladstone, moderator, managing editor and producer, On The Media | |
| The communications landscape is changing beneath the feet of media companies. The audience they counted upon has fragmented into thousands of communities, served by thousands of media outlets delivered by cable satellite and especially, the Internet. The fundamental question facing those companies is simply this: How can they continue to provide content of consistently high quality as the advertising that once supported it erodes along with the audience? | |
| 9:00................................ | The New Media: What You Need To Know |
| Jonathan Carson, CEO, Buzzmetrics | |
| Susan Mernit, consultant | |
| Lee Rainie, project manager, Pew Internet In American Life Project | |
| Michael Wolf, moderator, McKinsey & Co. | |
| Blogging: some companies use it as a tool. But how valuable is blogging for brand identity, customer relationships? At what point do you take it seriously? This panel will discuss new media, the ethical dimension, and what's to come. | |
| 10:00........................... | Break |
| 10:30........................... | From Trademark To Trustmark |
| Larry Light, chief marketing officer, McDonald's Corporation | |
| Over the past two years, McDonald's has gone from being the basket case of business to being one of business's best case histories. How did this happen? Larry Light will review some of the things that worked to reenergize the McDonald's brand. In addition, he will discuss some of the challenges ahead for McDonald's. | |
| 11:40........................... | Announcements and Adjournment |
| Paul Capelli | |
| Carol Schumacher, Wal-Mart, chair, 2006 spring seminar | |
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