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Brands can become involved with consumer-generated media beyond the tired concept of running promotions in which consumers create their own commercials about the brand. By curating the long-tail of content that focuses on each brand’s unique expertise, brand can become part of the discussion and create utility for their consumers, building affinity with their core audience. Buczaczer will present case studies of this concept.

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Advertising agencies have long specialized in one-way blasts to the masses; social media agencies specialize in two-way conversations that are often one-on-one, and yet, as mass media fragments into millions of interactive channels, the two need one another to help advertisers connect with users. A look at how social media agencies and ad agencies are partnering to the benefit of all involved.

With Facebook, MySpace and Twitter all the rage, many advertisers and agencies want a presence in social media, building Facebook apps, creating Twitter characters and buying up MySpace sponsorships. But not all consumers want to confront brands they might buy when they’re engaging in social media, even if they are using social media to talk about those very brands. Thus, brands have to decide when the best thing isn’t to get in on the conversation, but simply to listen and act on, what’s being said.

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Sponsored by Ripple6

In the last year, people including former Forrester analyst Charlene Li have begun talking about the personal CPM, the idea that in a social networking context, people with different levels of influence among their peers will be accorded CPMs, based on their influence-ability. The idea even includes the possibility that individuals with high CPMs would be compensated, just as Paris Hilton is compensated to show up at certain events. With the social graph being as important to Web 2.0 as hits were in the early days of the Web, is this concept an inevitable outcome of advertisers’ wish to connect with social media users, or an idea whose time will never come?

The financial crisis has put a crimp in the spending of marketers everywhere, and with social media still being viewed as experimental, it’s an easy line item to cut. However, since consumers will continue to engage in social media—and use it to talk about brands—marketers can’t ignore social media entirely until the economy gets better. Our panel of experts discusses how to make sure marketers don’t lose track of this important, always-on channel.

When Facebook first let outside developers create social applications on the popular social networking service, it ushered in a gold rush for advertisers and others to create compelling applications for the service. But there’s more to the social Web than Facebook, and there’s plenty of other places, such as the iPhone and LinkedIn which are emerging as places to put applications where users are. Where are new places that advertisers can unleash their apps?

This panel is the result of almost three dozen submissions that tried to answer a key question: what should Twitter’s business model be. The winners, listed below, will briefly present their ideas to the OMMA Social audience, and be asked questions by Justin Fishner-Wolfson about the viability of their business idea. Let’s hope Twitter is listening.

While some categories lend themselves easily to social media, others, because of problems such as regulatory concerns, have a more difficult time using social media in their communications programs, even though consumers may well be talking about these categories, and specific brands within them, online. Two experts who’ve executed social media programs in pharmaceuticals, explain how they’ve walked this fine line.

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