Pre-Summit Workshops Tuesday, Oct 23, 2012

8:00am Registration and Breakfast
  Workshop A Workshop B Workshop C
Back to the Basics - Facebook, Twitter, and LinkedIn B2C Set Up and Optimization
You've heard about Facebook, twitter and LinkedIn and you know you probably need them for your business. And that's it. If that's you, this workshop is perfect. Bring your laptop or tablet and we'll walk through setting up profiles on each of these social media platforms and how to use them to effectively engage your customers. Don't worry about your level of experience because the other attendees will be in the same situation. In addition to your laptop, bring your questions because there's not a strict lesson plan - the learning is guided by the attendees. There's no such thing as a stupid question in this workshop. From uploading pictures to setting up custom usernames and URLs, we'll cover the ins and outs of setting up profiles and even linking accounts.

This workshop is best suited for those who don't have a social media presence, or those who have set up profiles but are looking to grow their knowledge beyond. After this workshop you should have successfully transitioned for novice to advanced intermediate.

Key takeaways:

  • How to set up and optimize a Facebook business page, including setting up Timeline
  • How to set up a business twitter profile
  • How to set up a LinkedIn personal and/or commercial profile
  • How to set up ad campaigns for Facebook, twitter and LinkedIn
  • How to post engaging content and get it seen
  • How to use the Facebook Admin tool

  • Joshua King
    VP of Operations
    Peacock Virtual Solutions
    How to Create, Deliver Engaging Content via Social Media
    You’re tweeting, friending and pinning. But now it’s time to pull it all together with content; content that engages and content that enables you to control your message and leverage the power of social media and the search engines.
    Bring your laptops, iPads or similar device. This workshop is VERY hands-on and interactive. In this session you will:

  • Create content that reaches your target audience in search engines and social media;
  • Leverage social media and search engines to control your message;
  • Use key words and search terms to target your audience with laser precision;

  • DISCLAIMER: Only attend if you’re ready to work and want to learn how to make content work for you.

    Glenn Selig
    The Flash Crisis: How to prepare for and handle a 21st century social media crisis
    Implementing creative and innovative social media campaigns give personality to a brand and engage consumers. No one argues that it is a great tool to build brand loyalty and recognition. But there is risk involved--and if not prepared for, can lead to a “Flash Crisis.” A flash crisis occurs when a negative post online goes viral and the winds of chatter whip it into a firestorm. The media’s influence is no longer limited to circulation numbers; now influence is measured by page views, tweets, and Facebook shares.

    Attendees will begin by taking the PR Heat Index, an assessment tool that will help to determine where each individual’s organization stands in terms of crisis management. Additionally, attendees will engage in group discussion and scenario training while learning the tools and resources necessary to create and execute a social media crisis plan, including:

  • Issue identification and development
  • An understanding of the Bounce Effect and how it can affect a company
  • Introduction to the “O” strategy
  • Basic crisis response and message development
  • Fundamentals of media training
  • Flash crisis scenarios
  • A look at recent case studies to identify lessons learned and missed opportunities for social media crisis management.

    This 3-hour session will give attendees the actionable tools and information they need to better prepare for and handle a social media crisis. They will leave with a social media crisis roadmap that can help spark and continue the discussion back at the office.

  • Adele Cehrs

    Epic PR Group
    12:00pm Luncheon for Morning & Afternoon Workshop Attendees
      Workshop A Workshop B Workshop C
    Word of Mouth (WOM) has always been a high-value marketing channel for brands; however, there wasn’t an easy way to automate and measure this traditionally offline process. With the increasing amount of consumer online sharing and conversations, brands have a new opportunity to identify their highly engaged, loyal customer advocates and turn them into “social advocates” – who in turn share their experiences with brands and promote them to their social communities. By launching Consumer-to-Consumer (C2C) social marketing programs, brands can tap into the power of their advocates to drive quantifiable social results.

    As consumers continue to share more and more and gain more power and influence, brands can cultivate social WOM at scale to drive advocacy, amplify awareness and acquire new high value customers, while gaining insight into their customer base and advocates via C2C programs. In this interactive Workshop attendees will learn from Angela Bandlow, VP of Marketing for Extole, how to tap into a new powerful marketing channel -- their customers. They will leave with practical knowledge on how to create and measure C2C social marketing programs that drive more qualified leads, higher value sales and rich social content.

    6 Key Takeaways:

    Learn How:

  • Consumer behavior has fundamentally changed; consumers are sharing more than ever before and trust their friends more than they trust advertising, giving brands the opportunity to tap into an incredibly valuable marketing channel
  • To tap into power of advocates to foster the creation and sharing of consumer-generated content around brands

  • The Open Graph fits into Consumer-to-Consumer programs
  • To implement Best Practices for launching Consumer-to-Consumer Programs
  • Consumer-to-Consumer programs can drive real social marketing results

  • Rise of the Social Web – Creating a Real Social Media Strategy
    With the incredible adoption of social platforms like Facebook, Twitter, YouTube, LinkedIn and now Google+, not only by hundreds of millions of people, but also by most businesses, marketing and sales have changed forever. Contemporary marketing programs must not only support a strong, positive brand image and drive demand, but must engage with customers to be effective. Marketing has become a conversation that is being driven by the customer. The question is whether your organization is truly engaged or simply talking to itself?

    Regardless of whether you are a small, local business or the largest global company, chances are you’ve already implemented a number of accounts on multiple platforms, but you are still asking the question “What do we do now?” or you are being asked “What is this going to do for our business?”

    The presentation is led by Murray Izenwasser, Biztegra’s Strategy Practice Lead and Founder. He is also Biztegra’s lead instructor, and conducts social media workshops across the country. The workshops are based on his more than 20 years experience, planning and executing online marketing strategies at some of the largest digital agencies in the world, on behalf of some of the world’s largest and most recognized organizations and brands. Murray is a creative thinker who understands the opportunities presented by the ever-changing Internet marketing landscape. His vast expertise across all interactive disciplines allows him to cut through the clutter of the current ‘hype’ and deliver marketing programs that drive business. The workshops are based on the proven process he and the rest of the Biztegra team use with clients to develop REAL social media and marketing strategies.

    Murray Izenwasser
    Strategy Practice Lead
    Using Social Media to Create Meaningful Engagements
    Yes, we're using social media. We're tweeting, we're updating, we're posting, we're having fun...but are we meaningful? Are our engagements driving actions and do they mean something to our campaigns? This workshop is dedicated to reviewing the use of social media and how it relates to the bottom line and company mission. Jennifer will explore social media engagements and interactions to identify those, which are meaningful and those which are not.

    During this workshop, you will:

  • Review company social media campaign case studies and your own company's social media campaigns
  • Determine the effectiveness and results of social engagements
  • Learn how to make your engagements more meaningful based on your campaign goals

  • Jen Cohen Crompton
    Something Creative, LLC
    3:00pm Early Afternoon Workshops Conclude
      Workshop A Workshop B Workshop C
    How to Develop a Data-Driven Social Marketing Strategy
    A "one size fits all" approach to social media may suffice to generate fans. But in the fastmoving world of social media, generating fans doesn't equate to generating social ROI. Join Wildfire, the world's largest social media marketing company, as we discuss how brands can access the full value of social media.

    Drawing on experience powering more than 250,000 campaigns, we'll examine the ways brands can use data to develop targeted content. We’ll explore the numbers behind what works and what doesn't, addressing the pros and cons of different campaign types based on case studies from our work with over 16,000 customers. We’ll examine best practices for creating content that will drive meaningful interactions with your brand’s audience across multiple social channels.

    Marcus Andrews
    Industry Strategist
    Wildfire Interactive
    Using Social Media to Sell
    Social Business has forever changed how employees present themselves online, establish connections, and communicate with one another. As a result, companies cannot understand, measure, and leverage the valuable and often sensitive information their employees present and gather on LinkedIn. This gap creates exposure and missed opportunities for companies that do not adopt a solution to manage this new reality of social business.

    Join Nathan Egan, Founder and CEO of PeopleLinx, a leading social business technology provider, as he explores these new opportunities. Leveraging his background as an early LinkedIn sales executive and experience as a management consultant on social business for the enterprise, Nathan will discuss how companies can effectively use social technologies for sales and business development.

    Key points from Nathan’s discussion will include:

  • Strategic positioning
  • Business development and prospecting
  • Networking and relationship management
  • Business intelligence gathering
  • Measuring ROI

  • Nathan Egan
    Founder, + CEO
    PeopleLinx, LLC

    5:15pm Late Afternoon Workshops Conclude

    Day Two: General Summit
    Wednesday, Oct 24, 2012

    Registration and Continental Breakfast

    Welcome and Introduction by Summit Producer

    Opening Keynote: Running The Gauntlet, Driving Change, and Incorporating Social Media
    Running The Gauntlet is a rough-and-tumble guide for running and driving change through the business gauntlet. Hayzlett addresses what every business leader must face: Getting Ready, Getting Going, and Creating and Sustaining Momentum. Hayzlett shows business leaders and owners how to develop the necessary mental, emotional, and physical toughness they must have for smart, strategic, and lasting change. Hayzlett forces leaders to really get up in their own businesses – to take them over from the inside and drive change – gaining customers and profits in the process. Audience members will be able to efficiently assess what kind of change their business needs and then summon the vision, courage, and passion to enact it.

    Inspirational Takeaways:

  • Develop a “takeover mentality” to execute the right changes and deal with any disruptions they may cause
  • Summon the vision and courage necessary for driving change and sustaining your company’s newfound momentum
  • Sharpen the mental and emotional toughness to make strategic, lasting change

  • Jeffrey W. Hayzlett
    Best-selling Author, Business Change Agent & Marketing Expert
    Morning Refreshments & Networking Break

      Business to Consumer Business to Business Small to Medium Business
    Advanced Content Marketing Strategies
    This session, Advanced Content Marketing Strategies, presented initially at Dreamforce 2012 by Amanda Nelson, will break down the big task of incorporated content marketing into your marketing plan. The presentation is structured into 10 ways to create successful content for your business including such principles as how to be a storyteller, how to be transparent and how to motivate your entire organization to take on content marketing as a culture. Join Amanda for this interactive, tweetable event that’s sure to give you at least 10 content ideas that you can start implementing today.

    Amanda Nelson
    Manager of Content
    Salesforce Marketing Cloud
    Adobe Case Study: Proving the Business Value of Enterprise Social Media

    Maria Poveromo
    Director, Social Media
    Adobe Systems
    Determining and Calculating ROI on Social Media Campaigns for SMBs

    Jen Cohen Crompton
    Something Creative, LLC
    Is Content the Fuel of the Social Web?
    This study from AOL and Nielsen investigates the overlap between content and sharing to answer the question: Does content fuel the social web?

    In a word, yes. 23% of all social media messages contain links to content. What's more, it turns out sharing is a cross-platform activity, with the same people utilizing multiple means for distributing their favorite content.

    In this session, you will learn:
  • The amount of social media conversations that include content & brand mentions
  • The user’s motivations: What makes people want to share content?
  • Two main strategies for marketers to use content sharing to spread your brand’s message
  • Industry-specific information for autos, entertainment, finance and tech

  • Kristin Kovner
    Vice President of Marketing Strategy
    Boeing Case Study:
    Socializing Your Content Strategy- From Inspiration to Innovation
    With smaller budgets that can't hope to break through the clamor and clutter of the consumer products world, B-to-B's are not where media writers look first for innovative efforts in the fast-changing world of digital advertising and PR. Boeing's efforts in the digital space, however, suggest that the leaner do-anything-and-everything B-to-B organizations are well-prepared to lead in the social and digital space. Learn how Boeing decided to take the digital leap and how it's efforts are beginning to pay dividends.

    Jim Newcomb
    Brand Management & Advertising
    The Boeing Company
    Who invited the lawyer? It's all fun and games until the legal guy shows up
    Until now, only you controlled your brand – including all the intellectual property around images, logos, assets, photography. But in the social space, new platforms are popping up every day with their own nuances and policies that can change on a dime. Following a few guidelines, it's possible to virtually eliminate risk with your marketing initiatives while still managing a visual and engaging presence on Facebook, Twitter, and Pinterest…as well as the next social channel we don't know about yet. A respected expert on social promotions law, Gabe will explore how brand marketers can prepare for and address compliance issues across multiple social platforms.

    Gabe Karp
    Executive Vice President, General Counsel
    Integrating Social Media into the Customer Journey
    Join Wildfire for a discussion on social media's impact on the customer lifecycle. We’ll share our assessment of the traditional customer lifecycle, its limitations, and why brands must now consider a holistic marketing strategy that considers a new version of the lifecycle. Learn about social's reframing of the customer lifecycle, and how several brands are successfully navigating it.

    Marcus Andrews
    Industry Strategist
    Wildfire Interactive
    Integrated Social Media: Fueling Offline Business Results

    Alex Gonzalez
    VP of Audience Development
    Social Media as Content Kingmaker
    Think of social media as a gateway instead of a destination: the beautiful lobby that takes you to the hotel room; an inviting home entry way that leads to the kitchen or dining room. Content and social media can co-exist, mutually thrive and be friends. But how do you keep these two bastions of power from competing and becoming frenemies in your company?

    Glenn Selig
    12:25pm Lunch
    Maximizing Engagement while Minimizing Investment

    Kate Gardiner
    Distill Media
    Turning Big Data into Information and Action – Understanding, Integrating and Incorporating Your Social and Marketing Analytics
    Today’s marketer is faced with too much data. From traditional programs (radio, tv, print, direct, OOH), to online / interactive (website, SEO, SEM, email, display), and now including social media platforms, techniques, and new metrics that are still being developed and are themselves evolving. We are being asked to justify all of our programs, but how do we truly understand how what we are doing is really driving our business? Or even that we are looking at the right metrics that truly reflect what is happening? Or begin to think about how we integrate all of this data to tell the narrative that each level of our organizations is looking for?

    In this presentation we will discuss what the real problems are, what some of the truly important metrics are, how to dig to find the real story of what is going on, and then creating aframework for reporting that is actually useful for your organization.

    Murray Izenwasser
    Strategy Practice Lead
    Email and Social Media: The New Rules of Engagement
    The debate between email and social media has been overplayed; its clear that in this new media economy both channels are a critical component to an effective marketing mix. In fact, email and social are more similar than they are different. Innovative marketers now understand that the two channels work best when combined into an integrated marketing strategy. During this session, attendees will be presented with both theory and real-world case studies that highlight how email and social media work hand-in-hand to grow business and how innovative small businesses are leveraging both channels to drive quality engagement and create positive word of mouth.

    Mark Schmulen
    General Manager, Social Media
    Constant Contact, Inc.
    Brand Live: How to stay timely, topical and relevant
    How to stay timely, topical and relevant.

    People have always rallied around the stories of the day. Opportunities exist within the context of every conversation, and brands need to be ready to participate. But relevancy has a deadline and most brands aren't nimble enough to take advantage. During this session Ben Smith, VP/ Director, Marketing at Digitas, will talk about a new way forward that is part social strategy, part content strategy and part newsroom - all in real time.

    John Robinson
    SVP, Creative
    Anne-Marie Kline
    Senior Vice President, Marketing
    Analytics and Measurement for Listening and Building Better Businesses

    Gahlord Dewald
    The Dynamic Duo: Mobile Integrated with Social
    The mobility of consumers and rise of online social networks has marketers scrambling in many different directions. With customers adopting new technologies faster than businesses can implement them, making an impact in the digital realm has never been more daunting. Meanwhile, reaching consumers based on their current proximity to a business is no longer a futuristic concept. It is a present reality and many are already reaping great benefits. In this session we’ll hear from one of the early navigators and pioneers of social, mobile and location-based marketing. You’ll learn how Tasti D-Lite and Planet Smoothie are bridging the gap between mobile and social in an effort to engage and provide greater experiences for their customers.

    Join us to learn:
  • How to gain the insights required to successfully integrate your social and mobile efforts.
  • How to identify the where and how your customers are engaging.
  • How to integrate conventional loyalty programs with mobile and LBS applications.
  • How to go beyond the mechanics of the technologies and understand the dynamics involved to provide greater experiences for customers.
  • How to bridge the gap between the very personal mobile device and public digital displays.

  • BJ Emerson
    Vice President of Technology
    Tasti D-Lite LLC
    Socializing Fashion: Brands and Retailers Paving the Digital Way
    The ROI of Social Marketing has been a hot topic over the past few years, with marketers trying to understand the real value it’s driving (or not driving) for brands. Brands have made significant investments in building social marketing presences and amassing social followers, but still have yet to understand the real value behind these social marketing initiatives. Until recently, the only available metrics were around engagement – number of likes, follow, +1s, etc., which left marketers struggling with the true ROI of social marketing investments. As we move into the next phase of social media marketing, what’s top of mind for every marketer is how to drive measurable results from their social marketing investments.

    In this session, you will learn how to launch Consumer-to-Consumer (C2C) social marketing programs that enable brands to identify advocates, cultivate sharing, and convert friends into new customers to drive measurable results. Extole’s CEO Brad Klaus will share some real life case studies brands that are driving true ROI from their social media investments via C2C programs.

    Shannon Davenport
    Fashion & Media Editor
    Ignite the Power of Your Superfans: A Case Study Guide on Building a Social Media Brand Advocacy Program
    Research shows that consumers use social media to express their loyalty to their favorite brands and products: 74% of consumers rely on social networks to guide purchase decisions (ODM Group, 2011), and brand advocates are 83% more likely to share information about a product than typical web users (Bzz Agent, 2011). In short brand advocacy and social media marketing are a powerful combination – for both B2C and B2B brands.

    In this session, learn how to:

  • Identify your brand’s biggest fans, the superfans
  • Engage with your superfans through social channels
  • Maintain a record of superfans for CRM
  • Reward your superfans
  • Not annoy your superfan

  • B2C and B2B best practice case studies will be presented.

    Baochi Nguyen
    Director of Social Strategy
    RingCentral Inc.
    Tapping Into Pinterest: The Time is Now
    Pinterest is the fastest growing social network of all time, and possibly the single largest untapped opportunity for internet marketers today. While some have dived into the Pinterest ecosystem, many are taking a "wait and see" approach. In this session, Daniel Maloney, CEO & Co-Founder of, will explain why he and his clients are finding success on Pinterest- and how you can get a running start. The session will be based on observations from PinLeague’s network, which now reached over 1 million Pinterest users on less than 10 weeks.

    This will be an interactive session, where the audience will determine how much time is spent on each of the following topics:

  • Why Pinterest is great for brands (beyond the obvious)
  • Fundamental differences between Pinterest and other prominent social networks
  • A sure fire recipe to get 1,000 targeted followers in 30 Days, and
  • How Pinterest's leading brands are using the platform
  • Advanced tactics used by to reach 1 million total followers in just 10 weeks

  • All topics will include data-driven observations from the PinLeague client roster and up-to-date research about what works and what doesn't on Pinterest, so you can benefit from the lessons learned by others.

    Daniel Maloney
    CEO and Co-Founder
    3:40pm Afternoon Break
    Closing Keynote: Just Say NO to ‘Something Social’
    A Social Media Director's day starts out on track. You're focused, productive, and getting things done. And then it begins:

    "So, we really need to be on Pinterest. Can you set that up this week?"

    "The sales director says we must do a series of YouTube videos about cheese. Starting tonight. Cool?"

    "We need a Facebook app, Twitter widget, YouTube channel, Google+ account…"

    "Let's do something social."

    Each of these Somethings Social – in isolation – may seem like a small question, an one-off fix, an urgent answer. Together, they are the #1 productivity killer of Social Media Directors everywhere, eating your days and destroying the potential for real social media strategy and progress.

    NO MORE.

    Katie's presentation will focus on how to flag these "Somethings Social" before you find your day derailed. You will leave with tactics and secret weapons to Just Say "NO" to the silent social strategy killer… the "Something Social."

    Katie Richman
    Social Media
    ESPN W
    Adjourn to Networking Reception

    Day Three: General Summit
    Thursday, Oct 25, 2012

    Welcome and Introduction by Summit Producer

    OPENING KEYNOTE: America Runs on Dunkin’ Donuts Facebook Runs on You
    In 2008, Dunkin’ Donuts launched its Facebook brand page as a community and forum for its passionate fans to interact with one another and communicate with Dunkin’. Dunkin’ Donuts used a healthy amount of experimentation and risk-taking to evolve. DD’s Facebook page is widely considered, by fans and industry pundits alike, to be one of the top brand presences on Facebook due to the various and continuous engagements provided for the fans. Jessica’s presentation will provide an overview of Dunkin’s approach to social media and a review of some of their noteworthy Facebook campaigns and promotions from 2011.

    Jessica Gioglio
    PR and Social Media Manager
    Dunkin' Donuts
    Morning Refreshments & Networking Break

      Business to Consumer Business to Business Small to Medium Business
    Engagement: Social Media Encourages Two-Way Communication…are you Listening?

    Chris Dion
    Coordinator of Social Media Strategies
    How to Master B2B Social Marketing
    According to the Corporate Executive Board, 60% of the sales cycle is over before an individual even decides to talk to a sales person. That goes for B2B as well. Many B2B companies use social media marketing to reach the buyer before that conversation occurs. Learn how a company can generate leads through social media platforms such as LinkedIn, Facebook, Twitter, and more.

    In this session, award-winning strategist, Ja-Nae Duane, will teach you how to use social media to drive leads and revenue. Ja-Nae will provide insights and tactics on how to:

    How to framework when diving into social media.
  • Use social networks like LinkedIn, Twitter, and Facebook to generate leads and revenue for B2B companies.
  • Measure the ROI of your B2B social media strategy.
  • Reveal case studies from successful companies who have done it.
  • Much more.

  • Ja-Naé Duane
    Strategist; Author; Director of Social Media
    Overdrive Interactive
    Using Content to Punch Way Above Your Weight
    Using Content to Punch Way Above Your Weight will analyze how small and medium size businesses can tell great stories about themselves and leverage social distribution for extraordinary impact. Strategy and tactics for creating compelling video, text, and apps. Story telling is universal, establishing a relationship with the consumer through genuinely compelling and valuable information is now a requirement for a great many brands. Companies that get it right are seeing very powerful results on the P&L.

  • Why content is king
  • Key things to think about when crafting valuable and compelling content
  • How to effectively manage the process of sourcing creators. Should you create video and text in house?
  • How to tackle distribution and measure ROI

  • Steve Alperin
    DSA Digital
    Smartphones, Smarter Users - A Day In The Life of The Mobile Consumer
    Mobile marketing is not just a Business to Consumer activity. Your clients are mobile users, they are exposed to mobile marketing messages on a daily basis, but what works and how can you put that into a Business to Business context?

    Drawing on the results of the IncSlingers Mobile Attitudes Survey conducted in May 2012 Simon Salt will present information, ideas and tangible, actionable concepts that you can use to ensure that you can effectively include Mobile into your business to business marketing mix. Do you know whether your audience prefers SMS over apps? Do they respond to mobile ads or ignore them. Is a mobile device a toy or a tool?

    Stop guessing and start knowing, you can only act on real information not guesswork. Simon presents what the attitudes are in mainstream US not just inside the digital bubble.

    Don't let your competitors get the edge over you, be a part of the mobile revolution and ensure that you are not missing out on opportunities to engage with your clients and potential clients on this valuable platform.

    Simon Salt
    Inc Slingers
    Generating Leads through Social Media and Content Marketing
    Learn how to harness the power of content marketing and social media sites such as Facebook, Twitter, LinkedIn, and Pinterest to be found by more prospects and generate sales leads for your business. Myles will use real-world case studies to demonstrate how you can incorporate social media into your overall marketing strategy, attract more visits to your Website and ultimately increase the volume of leads you generate.

    Myles Bristowe
    Chief Marketing Officer
    Case Study Presentation: Peacock Virtual Solutions

    Joshua King
    VP of Operations
    Peacock Virtual Solutions
    Wayfair- a zillion things home
    A Pinterest Case Study

    Jane Carpenter
    Director and Head of Public Relations and Corporate Communications
    Social Media as a Business Tool
    Social media is a necessity for all business with an online presence. There are many tried and true strategies for businesses to use in their approach to the various social media platforms. We’re far beyond, “Post it on Facebook and see what happens.” If that is your company’s general social media strategy, then this session is for you.

    In this session you’ll learn is specific strategies so that you can effectively approach sites such as Twitter, Facebook, LinkedIn, Pinterest, Google+, Youtube, your own social media platform and more importantly, determine which of these sites will provide the most value for your business, whether for long-term engagement or short campaigns. We’ll also cover tracking and analytical tools to measure your successes.

    In this session you’ll learn:

  • The right way to approach disparate sites such as Twitter, Facebook, LinkedIn, Pinterest, Google+, Youtube and your own sites social media applications for business purposes.
  • As you have limited time and resources, which of these sites to engage for your long-term strategy or for a single campaign,
  • How to track social media value in terms of views, clicks and analytics.

  • Chris Leonard
    Director of Community – TechnologyGuide
    TechTarget, Inc.
    Social media – When to Respond to a Negative Post and How to Triage/ Escalate in your Org…
    You've got tools to monitor social media, a 20-something spiked-hair communities manager, and even a CEO who knows how to use Twitter. But then it happens: someone, somewhere says something negative about your company online and suddenly the world around you comes to a screeching halt. I will walk the session attendees through real case studies of how to monitor for, triage, and address negative buzz.

    But you no longer own your brand. Ownership is split between what your customers say and how accessible that content is on Google. So your processes and how you interact with customers will affect future business opportunities more than marketing collateral or paid search ads.

    You'll come away with:

  • How to monitor
  • Tools (free and paid) for monitoring
  • Processes for monitoring, triage and escalation
  • Review of a case study

  • Dan Soschin
    Associate Vice President, Interactive Marketing
    American Public University System
    12:25pm Lunch
    Finding and Cultivating Brand Advocates
    The emergence of social media has made the role of customers in shaping brand perception more powerful than ever before. In this session, we’ll explore how marketers can identify and leverage their most engaged and loyal fans to drive ROI. We’ll explore the strategies used by brands like MTV, ModCloth and American Eagle to maximize the influence of their fans and customers.

    What you’ll learn:

  • How brands are building Super Fan communities to engage and empower their customers and fans
  • How “social profile” data can help you identify your most active, influential and loyal fans
  • Tips for activating your brand advocates to share branded content and make recommendations to friends
  • Strategies for using social data about your fans to create targeted offers and campaigns across all channels, improving marketing performance and driving sales

  • Mark Cooper
    Deadly Internet Sins

    Mark Stein
    Higer Lichter & Givner
    Global Brand Disasters: A Love Story
    Have you been the victim of attacks from customers and rivals via social media sites? Has your marketing team put out a campaign that was a brand image nightmare? Have you ever damaged your brand name abroad due to lack of cultural understanding? You are not alone – the vast majority of companies have made these same missteps and do not have a strategy in place to rectify them.

    As the experts in legal and technical risk management solutions and marketing strategists in their own right, Gary and Kubs will guide you through a wide variety of brand management successes and failures. Their unique (and entertaining) spin on risk management will highlight weakness in social media campaigns and examples of how reputation management can be done right!

    This session will use a variety of global case studies, with a focus in Latin American markets, to illustrate reputational risks and success strategies. Participants will be guided through:

  • Illustrations of how global brands have targeted segments
  • Mistakes global brands have made to their reputation through social media
  • Legal and technical developments that should guide reputation risk management
  • How successful companies have recovered from social media attacks
  • How to implement sounds decision making capabilities to avoid negative customer perception

  • This session is geared towards global brand marketing managers.

    Kubs Lalchandani
    Managing Partner
    Lalchandani Simon PL
    2:05pm Afternoon Break
    Using Social Media to Recharge Your Brand: The Better Homes and Gardens Case Study
    You’ve seen the magazine and most likely have enjoyed a recipe from our iconic red plaid cookbook and now you can find out how Better Homes and Gardens used social media to modernize the brand, engage with younger readers and become one of the leading digital magazine brands.

    From this session you will:
  • Learn Facebook best practices from BHG case studies.
  • Find out how BHG became a leading brand on Pinterest and how you can turn your brand into one.
  • Get tips and tricks to modernize a brand through social.

  • Kaelin Zawilinski
    Digital Editorial Manager
    Better Homes and Gardens
    Closing Keynote: The New Work Order: How Social Business Transforms Everything
    The impact of Social Business is everywhere...and then some. Whether you are a CMO, social marketing strategist, or entrepreneur, you’ve likely seen first hand how using social business concepts and tools can revolutionize the way you do business. This shift to a "New Work Order" is happening now and is radically transforming how we find talent, engage with customers, innovate our products, or collaborate internally. This shift is opening up many new questions including:

  • What does success with social business look like in the long-term, especially with our ever changing and mobile workforce?
  • What do our organizations absolutely need to do to use social business well (and consistently see transformative results)?
  • What types of leadership, culture and team models are most effective in this New Work Order?

  • Award-winning marketer, keynote speaker, and entrepreneur Steve Fisher believes there is a holistic approach to answer all of the above. He’s convinced however any discussion success in business is incomplete without including leadership values and an addiction to innovate 24/7. So relying on his passion for creative leadership principles, Steve will share why he wants everyone and anyone to know that innovative thinking is something everyone has within them. With a worldview toward creative leadership and innovation in full swing, you’ll learn an integrated, internal method for making social business transform your organization with an emphasis on:

  • Facilitating creative leadership and collaboration in your teams
  • Establishing results-driven strategies that work
  • Executing rapidly but productively as possible
  • Building wins with social business throughout your organization, over & over again,/li>

  • Steve Fisher
    Managing Director
    Closing Remarks