Where Social Gets Down to Business: Advertising vs App-vertising

Location: Regency E Level: Novice
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How does traditional advertising work on social networks? What products and techniques are required to develop a viral marketing campaign?

Find out how to use social networks, social advertising, and social applications to reach hundreds of millions of today’s online users.

Photo of Shiv Singh

Shiv Singh

Avenue A | Razorfish

Shiv has worked for Avenue A | Razorfish, one of the largest interactive marketing and technology consulting firms in the world for over nine years. He has worked in their Boston, New York, San Francisco and London offices.

Shiv is Avenue A | Razorfish’s Global Social Media Lead. He is responsible for capability development, advising strategic clients, partnerships, experimentation and evanglism. As a part of his efforts he’s spearheaded the agency’s foray into Social Influence Marketing.

Some Avenue A | Razorfish clients include Avaya, BellSouth, Carnival Cruise Lines, Citigroup, Ford Motor Company, Genentech, JC Penny, Microsoft, Philip Morris USA, Siebel Systems, Time Warner and Visa.

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Michael Lazerow

Buddy Media

Michael is founder/CEO at Buddy Media, a New York City-based startup that develops applications on leading social networks, currently with over 8 million users on Facebook. Buddy Media helps large media companies and brand marketers leverage the social networks, and current clients include People Magazine, Real Simple, InStyle, Priceline, Anheuser Busch and other leading brands.

Michael is a serial entrepreneur who has co-founded four successful internet-based media companies and has a passion for creating, managing and growing companies. Before Buddy Media Michael founded GolfServ, the parent company of GOLF.com, purchased by Time Warner’s Time Inc. division in January 2006 for $24 million.

Before GolfServ, Michael founded University Wire (U-Wire), an network of more than 700 student-run newspapers purchased by CBS in 2005. Michael sold U-Wire to Student Advantage, the nation’s leading student membership organization in May 1997. Michael helped grow Student Advantage to more than 300 employees and $80 million in annual revenue.

Michael graduated from Northwestern University with a BS and MS in Journalism in 1996. Michael lives in New York City with his wife, Kass, two sons, Myles and Cole, and daughter Vivian. In addition to investing in private companies and real estate, he enjoys writing for Lazerow.com, live music, golf, tennis, poker, fly-fishing, reading, writing and video editing.

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Kevin Barenblat

Context Optional

Kevin Barenblat is co-founder and CEO of [context], which provides social marketing technology and services to the world’s leading brands and advertising agencies. [context] offers a full suite of integrated social marketing solutions including social media ad buys, ad optimization, licensed branded applications, brand page management and promotion, and custom viral application development. [context]‘s Social Application Server™, the leading platform for viral marketing campaigns on social networks such as Facebook and MySpace, is used by brands such as Electronic Arts, Microsoft, Samsung, Ford, McDonald’s, and Paramount Pictures.

Kevin has a B.S. from Stanford University, an MBA from Harvard Business School, and 10 years of online marketing and business development experience.

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Eddie Smith

SocialMedia Networks

Eddie Smith is the vice president of marketing and business development at SocialMedia Networks. SocialMedia Networks connects advertisers with developers by enabling application audiences to be targeted through its SocialMedia Ad Platform.

Prior to SocialMedia Networks, Eddie was the vice president of digital marketing at WebTrends. He has significant expertise marketing and selling into Internet Retailer Top 100 advertisers along with the world’s largest digital advertising agencies. Previously, he headed up business development with NexTag and help management positions with USADATA, DoubleClick and Reuters Marketing Information.

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Chris Cunningham


As the CEO of appssavvy, Chris Cunningham leads the company and is responsible for establishing its position within the social media landscape. He continually meets with top level advertisers and partners to determine where the industry is going next. His longstanding position as a leader in the interactive advertising space allows for appssavvy to make connections with top advertisers and gives credibility to the partner network.

Believing that widget advertising is the pinnacle of viral marketing, Chris has taken a strong advocacy position. He has spoken on widget marketing at iMedia, OMMA, Millenials and Pipper Jaffray and was a driving force behind the highly successful first annual Widget Con and is a founding member and committee head of the Widget Interactive Marketing Association. His efforts in this area have garnered uniformly positive press coverage in the Washington Post, Business Week, The Wall Street Journal and The New York Times.

As a sales and new media entrepreneur additional career highlights include: SVP of Global Sales at Freewebs, VP of Sales at Bolt Media, and director of sales for leading organizations including Digital Music Network and Music Vision where he pioneered the sales strategy for marketing online digital music platforms, and built solid relationships with leading advertisers including Gatorade, Sears, Nintendo, Radio Shack, Reebok, and Volkswagen.

Chris graduated from the University of North Carolina Greensboro with a degree in Economics & Marketing and is now based in New York City.

  • Buddy Media
  • AOL
  • Bebo
  • Clearspring
  • Friendster
  • Gratis Network
  • Hook Mobile
  • SocialMedia
  • BNet

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