User Generated Content 3.0:
From Threat To Opportunity

April 17, 2009
9:00am - 6:00pm
Columbia University Teacher's College
Grace Dodge Building, Room 179
New York, NY



9:00 - 9:30 Setting the Stage: Introducing the Issues

Eli Noam- Professor of Finance and Economics, Columbia Business School and Director, CITI

W. Russell Neuman- Evans Professor of Media Technology, University of Michigan

9:30 - 10:30 The Evolution of User Generated Content

Dan Hunter- Professor of Law, and Acting Director, Institute for Information Law & Policy, New York Law School
o "UGC 3.0: From Threat to Opportunity (Just Not Yours)"

David Card - VP & Principal Analyst, Forrester Research
o "Consumer Adoption of Social Media & the Evolution of the Social Network"

Robert B. Cohen- Cohen Communications Group
o "Business Adoption of Social Media & Virtual Worlds

Moderator - David Stark, Arthur Lehman Professor of Sociology & International Affairs, Columbia University

10:45 - 12:00 Understanding Evolving Online Behavior

John Horrigan- Associate Director of Research, Pew Internet and American Life Project
o "The Evolving Habits of Online Content Creators"

Mainak Mazumdar- SVP, Measurement Science, Emerging Media, The Nielsen Company
o "Riding the Wave of Social Media"

Eszter Hargittai- Professor of Communication Studies, Faculty Associate of the Institute for Policy Research, Northwestern University
o "The Skill Divide in Internet Use"

Cliff Lampe- Professor, Department of Telecommunication, Information Studies and Media, Michigan State University
o "Patterns of Participation in User Generated Content Communities"

Moderator - W. Russell Neuman- Evans Professor of Media Technology, University of Michigan

12:00 - 1:30 Lunch and Keynote

Scott McDonald- SVP, Market Research, Conde Nast

o "User-Generated Content: Issues for 'Traditional' Media Companies"

1:30 - 3:00 Sustainable Business Models and Long Tails

Andres Hervas-Drane- Postdoctoral Fellow, Columbia Business School
o "User Generated Content and the Long Tail"

Peyman Faratin- Principal Scientist, and MIT
o "Incentive Engineering in UGC applications: A Case Study of Prediction Markets"

Chris Dellarocas- Professor, Decision, Operations and Information Technologies, Robert H. Smith School of Business, University of Maryland
o "When Every Customer is a Potential Brand Ambassador"

Anindya Ghose- Professor of Information, Operations and Management Sciences, New York University
o "Combining Textmining with Econometrics: Monetization of User-Generated Content via Online Advertising"

Moderator - Raul Katz- Professor of Finance and Economics, Columbia Business School, Director of Business Strategy Research, CITI

3:15 - 4:30 Legal, Social & Political Implications

David Weinberger- Fellow, Berkman Center for Internet and Society, Harvard University
o "The Overabundance of Order"

Len Downie- former Executive Editor, Washington Post
o "The Future of Journalism"

Greg Lastowka- Professor of Law, Rutgers University
o "Commerce in the Commons"

Stefaan Verhulst- Chief of Research, Markle Foundation
o "Implications of a New Mediating Ecology"

Moderator - Robert Atkinson- Professor of Communications, Internet & Media, Columbia Business School, Director of Policy Research and Special Projects, CITI

4:30 Concluding Discussion