DMA2010 expo offers "social' sessions

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Attendees at this week's DMA2010 expo and conference at San Francisco's Moscone Center have a number of new and offbeat events to consider, in addition to exploring a show floor with more than 400 exhibit booths and a lineup of more than 130 educational sessions. New features this year highlight specialty “gurus.” “Social Media Face-off,” scheduled for Monday, Oct. 11, at 4:25 p.m. PT, features a panel of social experts discussing and debating how to monetize the rapidly emerging social channel, with the audience voting on the best solutions. Gurus include Sean Muzzy, senior partner-media director of agency Neo@Ogilvy; social media author Brian Solis; and David Marsey, senior VP-group media director at Digitas. That session “will deal with how much investment to make in the space and how to navigate what are tricky waters, as the channel is exploding and transforming,” said Paul McDonough, DMA VP-conferences and events. McDonough said the face-off will be augmented with a live webcast available internationally. All in all, DMA2010 will offer about 60 sessions on social media marketing. Attendees will be attracted to the exhibit hall Oct. 12 for another chance to meet with gurus, this time one on one. New this year, the Guru 1:1 sessions—slotted for both 11:30 a.m to 12:15 p.m., and 2 p.m. to 3 p.m. will feature 12 experts available to answer one question per attendee registering a query in advance. Gurus include Linda Woolley, DMA's exec VP-government affairs; Sandy French, CEO of Northern Lights Direct Response, on direct response marketing; Jay Henderson, Unica's director of segment management, on lead generation; and Dennis Dayman, chief privacy and deliverability officer at Eloqua, on e-mail and privacy. Business-to-business marketers will be interested in DMA's somewhat enhanced commitment to them. This year, DMA's B-to-B Council is sponsoring “B2B Intensives,” including two Monday sessions on “Essentials of B2B Direct Marketing,” and a session on Tuesday: “Using a Metrics-based Process for Generating Sales-worthy Leads.” “We listened to what people were saying and how much they appreciated b-to-b information,” said Keith Baker, DMA's conference manager. Unfortunately, the regular lineup of sessions, which are labeled for their particular appeal, offers just seven sessions that are “most appropriate for b-to-b audiences,” about the same number as last year. Tuesday's Hall of Fame Awards luncheon, at 12:30 p.m., honoring direct marketing lifetime achievement, will recognize this year's inductees, Rance Crain, president, Crain Communications Inc. (which publishes BtoB), and Howard Draft, executive chairman of agency Draftfcb. Other major award presentations during the show include DMA's Marketer of the Year Award, presented Tuesday at 10:15 a.m.; the DMA Innovation Awards, Tuesday at 4 p.m.; and the International ECHO Awards honoring top direct marketing campaigns, presented at a black-tie gala event Tuesday evening in the Moscone Center's Esplanade Ballroom. To help attendees negotiate their way around the Moscone Center, DMA partnered with Swift Mobile to develop an app for iPhones and other smartphones that feature venue and exhibit hall floor maps, session schedules, local maps and transportation schedules. The DMA2010 app is available as a free download on Apple's iTunes Store.
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