Moderated by Johnnie Moore, this panel embraced Kevin Lee, cofounder and executive director of Did-It.com; Diane Hessan, president and CEO of Communispace; Heidi Lehmann, VP of content acquisition and strategy for Third Screen Media; Bill Tancer, GM of global research at Hitwise; and Max Lenderman, creative director at GMR Marketing.
Their conversation discussed opportunities and challenges offered by search, mobile, and buzz marketing
Organizations of Note
Companies represented and mentioned
These are the companies and organizations represented by the people on the panel.
- Did-It Search Marketing
- "The firm for strategy, optimization service and technology"
- Search Engine Marketing Professional Organization
- "SEMPO is a non-profit professional association working to increase awareness and promote the value of Search Engine Marketing worldwide."
- Communispace
- "Delivering rich and continuous consumer insights via online communities."
- Third Screen Media
- This group enables advertising on mobile phones and wireless devices.
- Hitwise
- "Competitive intelligence, search intelligence for online advertising, search marketing and online marketing."
- GMR Marketing
- "The way to live marketing"
Related Reading
More links to learn from
These sites and articles were mentioned by panelists and might provide additional ideas and insights
- Hitwise Search Brand Management White Paper
- "Internet users are increasingly searching by brand: 75 of the top 100 search terms across all categories in February 2006 contained brand names, an increase of 17 percent versus February 2005."
- I Love Data
- Bill's blog touches on all things data driven.
Excellent Examples
Get your motor running
Diane held up Harley-Davidson as an excellent example of a company that's been able to foster a sense of community among its customers.Later on, people brought up the recent Pontiac TV ad in which viewers were encouraged to Google "Pontiac" to see whether the ad's claims were valid.
Following a critical comment from an audience member who slammed the ad, a woman who works for the very agency that placed the ad spoke up on the value of experimentation and what the firm learned from the experience.
And Max mentioned Camp Jeep, a marketing experience in which Jeep owners pay more than $300 to participate in a three-day event.
One Quote of Note
What she said!
During the closing comments, Diane said something that really struck me:"The worst thing you could possibly do is pretend to listen to people."
Books Worth a Look
Texts to take on
These publications were written by or mentioned by participants in this session
Customer Centered Growth: Five Proven Strategies for Building Competitive Advantage
Amazon Price: $20.00 (as of 11/16/2009) 
Used Price: $6.95
Experience the Message: How Experiential Marketing Is Changing the Brand World
Amazon Price: (as of 11/16/2009)
Used Price: $7.63
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