Tom Hespos of Underscore Marketing and Tom Troja of Pajamas Media offer advice about how to make social media, blogging and other types of Conversational Marketing programs effective.

Advertisers are struggling with how to make social media, blogging and other types of Conversational Marketing programs effective. Which strategies and tactics are effective and which could result in the next Edelman-Wal Mart debacle? In this session, Pajamas Media VP of Sales and Marketing Tom Troja and Underscore Marketing President Tom Hespos offer guidelines and tactics to help make Conversational Marketing work. You'll learn which approaches are authentic and scalable and which will get you into hot water. The end of the session will consist of a panel discussion with surprise guests from the client and agency sides of the business. You'll walk out of this discussion with a better understanding of how and why Conversational Marketing programs work, and how to avoid the pitfalls that have damaged the reputations of big brands and their agencies.

Bio:
Tom Hespos has been involved in interactive communications since the commercial explosion of the World Wide Web in 1994. He started his advertising career at Young & Rubicam, working on both traditional and interactive media for the U.S. Army Group. Since then, he has held management-level media positions at K2 Design, Blue Marble ACG and Mezzina Brown & Partners. An avid writer, Hespos is well known as a weekly columnist for such publications as ClickZ and Mediapost's The Online Spin. His writing has also appeared in iMedia Connection, DM News, Business 2.0 and several other business publications. Hespos has a rare combination of communications and technology experience that shaped his holistic approach to online media.

Tom Troja is the vice president of marketing and sales for the Pajamas Media Blog Network. Along with launching Pajamas, he developed the ad platform and defined and developed the sales strategy. Troja also helped to create Can We Talk, which allows advertisers to authentically speak directly to their market. Prior to his Pajamas venture, he was vice president of strategic sales for Poindexter Systems, now x+1. Troja was responsible for their sales efforts for data modeling, ad serving and consulting services. He started his career in cable television as a production manager for CBS Cable.

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Presenter: Tom Hespos, President, Underscore Marketing; Tom Troja, Vice President, Sales and Marketing, Pajamas Media

Format: Zipped PowerPoint