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

Jennifer Cohen President Something Creative, LLC

Social Media Advertising used to be about getting your ‘fans’ to your page. This is still one of the most useful tools in achieving fan growth. However, if you’re only using ads to initially target those who may be interested in your brand, you’re missing the bigger picture. Some of the best known, most highly trafficked, brands in the world are using digital advertising to not only make that first introduction, but to continue to foster greater relationships that will drive traffic and result in trackable ROI. Attendees will be armed with tools to determine the appropriate channels to use, tactics for social advertising, strategies for engaging brand advocates and practical ways to build a trusted brand through internalized advertising campaigns. This workshop will give brands the potential to break out of their social media comfort zone to create a more engaging way of turning fans into customers. You will leave this workshop with a clear understanding of:

The values of Facebook advertising

When to use ads to achieve campaign goals

How to optimize Facebook landing tabs to convert visitors

The most successful campaign strategy based on business type

How to best engage with those who “Like” your brand

How to use Facebook analytics to your advantage

Top Do’s and Don’ts for Facebook advertising in the Hispanic Community

Terra Spero Principle Realtime Marketing Group

Want to get involved in social or take your social media marketing to the next level? Overwhelmed by the number of vendors vying for your attention? With dozens of companies offering services, the maze of options can be difficult to navigate. Wildfire’s social media experts will break the process down so that you can chart your social media course with confidence. They’ll share tips on:

The questions to ask when choosing a vendor;

Ways to create catered approaches to social based on your goals;

How to measure the success (and rework the pain points!) of your social media strategy.

Maya Grinberg Social Media Manager Wildfire Interactive

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 Founder PRNewsChannel

Nicole German Head of Marketing, Canada & Latin America Linkedin Corporation

Ronnie Ramos Managing Director for Digital Communications NCAA

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 Founder PRNewsChannel

Peter E. Blacker Executive Vice President, Digital Media and Emerging Businesses Telemundo

BJ Emerson Vice President of Technology Tasti D-Lite LLC

Erica Swallow Tech and Lifestyle Writer Mashable & American Express Open Forum

In 2012 more companies have moved beyond the “trial and error” stage of social media use. But still the question lingers – what makes some social media campaigns successful while others fail? Wildfire Interactive has helped countless brands and agencies to successfully answer this question - with thousands of customers and over 200,000 campaigns on its social media marketing platform. As the only social media company to receive an investment from Facebook’s fbFund, Wildfire has continued to lead the social media marketing frontier. In fact, Facebook uses the Wildfire social suite to host and engage fans on over 60 of its own pages.

Maya Grinberg, Wildfire’s social media manager, will share the strategy and results behind Wildfire’s customers’ most innovative and successful social media efforts.

Maya Grinberg Social Media Manager Wildfire Interactive

Christina Gonzalez Manager, Multicultural Marketing West Coast Verizon Wireless

So you’ve invested in social media to create a community of followers. People “like” you. Fans are following you. Now what? How do you leverage your social network to build loyalty, increase engagement, and build real equity in your brand? Paul McClay, VP of Strategy, and Chris Thornton, CMO of OMMA’s Viral Agency of the Year, Definition 6, will talk to you about how to create content that connects with your audience. In this session you will learn:

What motivates people to share content?

Who are the best sharers?

Involve your fans more in the story to create genuine emotional connections

Create content that effectively resonates with the audience in context

Measure the impact of your efforts with your community

Dynamically integrate the Social Graph with your creative

See real examples from brands like HBO (True Blood & Luck), Coca-Cola (The Happiness Machine), and Facebook (Timeline Movie Maker)

Paul McClay Director of Strategy & Media Definition 6

Chris Thornton Chief Marketing Officer Definition 6

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.

Gary Bahadur Founder of KRAA Security, and author of Securing the Clicks KRAA Security

Kubs Lalchandani Managing Partner Lalchandani Simon PL

Technology has become ubiquitous; the Internet provides access to information (and misinformation) on a constant 365-days-a-year, 24-hours-a-day basis and mobile devices enable access from almost anywhere at any time. It seems that these days, anyone can find out everything, about anything or anyone, at any time! As if that weren’t enough, add to the mix the fact that millions of people voluntarily create and update Facebook profiles, announce their every activity through Tweets, “check in” on Foursquare, post videos on YouTube, and post or tag photos on their Pinterest boards. People virtually offer up the intimate details of their lives on an ongoing basis, with seemingly little or no thought about privacy, until something goes wrong. Then, all of a sudden, the virtual world gets creepy.

In this session, we will look at some recent FTC actions (and other regulatory activity) in the social media space to understand just how wrong things can go. Together, we’ll look at what lessons can be learned from the resulting settlements and consent decrees, explore some pitfalls to avoid, and understand what the settlements might mean for you and your company’s use of social media.

Jessica Blazer Senior Privacy Counsel Chevron Corporation

Mark Stein Partner Higer Lichter & Givner

Has anyone ever posted something nasty about you on the web? Finding work, romance and friends can become a disaster if you are smeared online. In this session you will see how easy it is for someone to destroy your good name and how hard it can be to get it back.

Craig Agranoff News Correspondent CBS 12

Ernesto Sosa Social Media Director Xpand Consulting Group

This session will focus on how to create clear and compelling content for all social media and email marketing messages. It’s a study on what makes people react, when and where, across cultural lines. Through case studies of small organizations and popular Internet memes we’ll show how educational, informative and enriching content trumps sales jargon every time.

Lisa Sparks Regional Development Director for South Florida Constant Contact, Inc.

Jacques Hart CEO Roar Media

Technology and social media tools have made it easier than ever for companies to communicate with consumers. They can listen and join in on conversations, solve problems, get instant feedback about their products and services, and more. So why, then, are most companies not doing this? Instead, it seems as if customer service is at an all time low, and that the few companies who are choosing to focus on their customers are experiencing a great competitive advantage. Now us the time to refocus your business on your customers and your employees.

Frank Eliason SVP of Social Media Citi

Carisa Miklusak CEO tMedia

News is massively evolving. For the last fifteen years, news sources have grown exponentially. As the web grew, aggregation became the first solution. Then we moved to algorithmic relevance. Most recently the focus has been about integrating social (profiles/relationships)-- Facebook, LinkedIn, Twitter. The next evolution is about applying curation to connect people with the news that matters most to them. Emily Crume will examine the future of news curatiob and the benefit to advertisers in understanding a readers’ reputation, relationships and activity.

Emily Crume Sales Development Digg Sales

Today’s market is driven by data, consumption patterns around content and purchasing, as well as social interactions. As such, the most valuable currency in the marketplace today is, arguably, data surrounding an individual user. It’s not the specific actions or behaviors or purchase intent, but rather the aggregation of such data that provides the most value for a publisher or a marketer. If that statement is true, why is it that “Likes” have become the defacto currency for social media? Is having more likes valuable? As a marketer you have to ask yourself if you want to be popular, seen as a resource, trusted, interacted with, surrounded by relevant content, actionable and aspirational…or just, well, popular. The U.S. Hispanic audience is the most social on the web today, and while popularity may well help improve mind share, is it popularity that drives consumption and purchasing?

Zach Chapman Regional Vice President Univision Interactive Media

The concept of social business is quickly becoming a reality for companies. And a number of advantages come with adopting social media as a company. Your entire organization can share the responsibility of communicating on behalf of your company – beyond just marketing – to provide help to your customers, allow for feedback on products, generate new business and cultivate brand advocates. But all this excitement around new opportunities leaves one important question to be answered: how will your company operationalize social media so that it’s scalable, coordinated and efficient?

Truly scaling social media programs for business requires organization, governance and process, three things often not talked about in depth by social strategists.

Learn how big brands can embrace and expand social media across the entire company. The session will discuss in detail lessons learned in organizational change management, creating governance that enables but protects the brand and expanding social capabilities from 2 to 200 people across the enterprise so that more people can connect with more customers.

Jordan Viator Slabaugh Director of Social Media Spredfast

In an era where customers’ passion is the main fuel driving brands, simple engagement is not enough. Successful brands and marketers will not only look to connect, but connect in ways that are meaningful and culturally relevant. In this presentation, Cristina Alfaro’s, McDonald’s head of Hispanic Communications will show they have used Twitter to connect to multicultural audiences in multiples ways to turn customers into fans. Takeaways will include how to:

Engage with existing and new audiences

Use Twitter as a listening tool and learn how and when to respond to tweets

Broaden the reach of your overall communications efforts

Improve your customer service efforts

Cristina Alfaro Communications Manager McDonald's USA

Royal Caribbean regularly utilizes its social media tools – website, blog, Facebook, and Twitter – to keep the public and media regularly informed during a situation or incident. Integrating traditional tactics and social media are crucial in order to handle a crisis successfully and prevent any long-term damage to your brand. Learn what Royal Caribbean has done and how you too can effectively use social media during a crisis.

Cynthia Martinez Director, Global Corporate Communications Royal Caribbean Cruises Ltd.

The perfect storm. Not only are Hispanics the largest growing consumer demographic, recently they took the lead on social media, spending on any given day an average of 3x more time on social media sites than the average internet user. They also are about 3x more active on a greater number of social networking sites such as Linkedin, foursquare and Pinterest. Combining this with Latino “creativity” can lead to very successful innovation and idea crowdsourcing campaigns. Your next big product idea could likely come from the Hispanic consumer.

Estuardo Jose Robles Director for Latin and Hispanic American Market icanmakeitbetter

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.

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, and keynotes and presents on various interactive and social media topics across the country and internationally.

The presentations and 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 Biztegra

Borja Perez Senior Vice President, Digital & Social Media Telemundo

Juan Jose Duran Strategic Hispanic Content Development YouTube

Rafael Garcia Vice President of Online Video Cisneros Group

This presentation will be a case study of the legal and marketing issues raised (and successfully resolved) in creating a social media strategy for the video release of “Harry Potter and the Deathly Hallows.”

Dana Lira VP, Business and Legal Affairs Warner Home Video

The session will cover challenges that company face when targeting US Latinos via Social Media. Which language should they use? Should they have a specific approach or use their existing social media tools? Gustavo will discuss in-culture and in-language approach, trends, do’s and don’ts, best practices and case studies in the challenges of US Latinos and social media.

Gustavo Razzetti Chief Strategy & Engagement Officer Grupo Gallegos

Barry Litwin Retail E-Commerce Thought Leader

Xavier Mantilla Sales Director RedMas / Cisneros Interactive Group

Social Media Advertising used to be about getting your ‘fans’ to your page. This is still one of the most useful tools in achieving fan growth. However, if you’re only using ads to initially target those who may be interested in your brand, you’re missing the bigger picture. Some of the best known, most highly trafficked, brands in the world are using digital advertising to not only make that first introduction, but to continue to foster greater relationships that will drive traffic and result in trackable ROI. Attendees of Facebook Advertising…Maintaining and Optimizing Engagement will be armed with tools to determine the appropriate channels to use, tactics for social advertising, strategies for engaging brand advocates and practical ways to build a trusted brand through internalized advertising campaigns. This workshop will give brands the potential to break out of their social media comfort zone to create a more engaging way of turning fans into customers. You will leave this workshop with a clear understanding of:

The values of Facebook advertising

When to use ads to achieve campaign goals

How to optimize Facebook landing tabs to convert visitors

The most successful campaign strategy based on business type

How to best engage with those who “Like” your brand

How to use Facebook analytics to your advantage

Top Do’s and Don’ts for Facebook advertising