Sunday
3:00 - 4:00 pm

Psst, Pass It On: Advertising Drives Far More Buzz Than Social Media
Room: Korbel Ballroom - Salon 4ABC

The power of word of mouth influence among consumers is attracting considerable attention from marketers. Strategies for YouTube, Facebook, Twitter, and the “next, new thing” in digital conversation platforms are all becoming part of the marketing mix. What is less understood or forgotten, is that advertising plays a much larger role than any of these in stimulating consumer word of mouth. TV advertising, in particular, is still the #1 driver. Hear the dramatic results of a field-tested study by ESPN on the “word of mouth lift” of advertising.

Key Take-Aways:

• Ad messaging does not end with exposure; the ad impact is cumulative. The ESPN research shows that viewers engage in literally tens of millions of conversations about individual advertised brands
• Maximize the partnership between operators and vendors to effectively face competition
• Set goals and expectations together to increase results and reduce the cost per sale
• Best ways to communicate – and why it’s important

Speaker	Julie Propper Director of Advertising Analytics ESPN
Moderator	Brad Fay Chief Operating Officer The Keller Fay Group

Monday
10:30 am - 11:30 am

Building Brands That Connect
Room: Korbel Ballroom - Salon 1DEF

There are some networks that audiences simply adore - ESPN, Nick, HBO, Discovery. They broke from the pack by casting off old standard branding techniques and creating a powerful emotional brand appeal. In this example-packed presentation, you'll see simple and innovative techniques to move your branding beyond program feature advertising. Learn the techniques that Madison Avenue pros use to bonds their customers to a brand. You'll walk away with a practical toolkit for putting core emotional drivers into your own brand.

Speaker	Graeme Newell President/Founder 602 Communications
Host	Patalia Tate VP, Creative Food Network

Vendor Management - Staying in Touch with High Tech
Room: Korbel Ballroom - Salon 4D

Outsourcing can be a necessary resource for cable companies to remain productive and competitive without distracting from the core competencies of the business.  Dependability is imperative for producing results, particularly for services that directly touch customers.  Individual interactions combined with advanced technology services build reputations and customer loyalty.  Join industry experts who reveal their own experiences maximizing results from a high tech-high touch partnership between cable companies and vendors.

Key Take-Aways:

• How the direct sales/telemarketing vendor selection process sets the stage for a win-win relationship
• Maximize the partnership between operators and vendors to effectively face competition
• Set goals and expectations together to increase results and reduce the cost per sale
• Best ways to communicate – and why it’s important

Panelists	Jane Bulman Executive Director, National Teleservices Comcast
	EJ Glaser VP of Sales RCH Cable
	Robert Marshall COO 360CRM
	Jake Scully Senior Vice President Evergreen Sales and Marketing
Moderator	Gregg Graff SVP of Field Operations Insight Communications

Monday
2:30 - 3:30 pm

Ringing Toward the Future: Home Phone Market, Technology & Trends
Room: Korbel Ballroom - Salon 4D

The residential telephone market is reshaping with multiple service providers, bundled offers and newer features like Caller ID on TV and enhanced cordless phones. Understand the key dynamhtml of today’s market size, customer behavior, competitor actions and macro trends. Tophtml address the impact of cord cutting and how consumers are modifying their voice communication behavior. Analyze actions by major competitors to combat cable voice and the triple play voice product offerings and investments by new competitors offering creative applications and business models. The future of residential voice and the economhtml of it in the triple play will further change the way consumers communicate.

Key Take-Aways:

• How cable can gain share even as the market shrinks
• The home phone of the future will look differently from today
• How to position your home phone product in the market - and your business portfolio

Speaker	Thomas Howe CEO The Thomas Howe Company
Host	Mike Jablon Vice President, Digital Phone Product Management Time Warner Cable

Tuesday
10:45 - 11:45 am

Harnessing the Value Chain of Mobile Broadband
Room: Korbel Ballroom - Salon 4DE

Mobile broadband is enabling a revolutionary mobile internet experience, and can deliver connectivity to new users and new places.  A facilitated series of roundtable discussions will stimulate new thinking about product development, marketing and network operations.  Experts challenge the opportunities facing cable marketers rolling out mobile broadband services in today’s competitive markets and address your specific questions.

Key Take-Aways:

• Understand product development, marketing and network operations
• Potential business models and technology road maps
• Hear about trials and roll-out strategies

Speakers	Teresa Elder President of Strategic Partnership and Wholesale Clearwire
	Jenna Fiorito Vice President - Wireless Marketing Time Warner Cable
	Mansell Nelson Vice President Rogers Cable
Moderator	Kyle Ford Senior Director Sand Cherry Associates