Social media has proliferated dramatically within the past two years, yet many companies struggle to quantify the value of social media to their business. In this session, Susan will use her recent research to outline the challenges of social media measurement, share strategies to address them, show how best-in-class companies are tying social media directly to business value, and discuss the future of social media measurement within the organization.

Susan Etlinger Industry Analyst Altimeter Group

An inside look at how USA Swimming used the U.S. Olympic Trials and the Aqua Zone fan experience to take a local event and make it global through interactive experiences and social media campaigns, and still drive sponsor ROI in the process. Take a look at how USA Swimming brought together 30 industry & corporate partners on one interactive event platform to create the ultimate fan experience.

Matt Farrell Chief Marketing Officer USA Swimming

In the not too distant future, Community Management will no longer be the task of one single department. Like the Web Masters of a decade ago, these roles will be dispersed among every business unit in your company. How will this effect organizations? What tools will you need to accommodate these changes? What role will HR play in this proliferation of engagement across departments? And who shot J. R. Ewing? All this and more, coming to a microphone near you...

Marcus Nelson Founder/ Chief Advocate Addvocate

Dana Thomas Assistant Director, Social Media Strategies NCAA

Very few B2B buyers purchase business software, marketing services, and thousands of other business products without getting recommendations or reading online reviews and comments. In fact Word of Mouth is the #1 influencer of B2B purchases. By turning Brand Advocates into marketing forces, B2B marketers are boosting leads, lowering customer acquisition costs, and driving sales and positive Word of Mouth for their companies.

In this presentation, Rob Fuggetta, author of the ground-breaking new book “Brand Advocates” (John H. Wiley & Sons), will discuss:

How to identify Brand Advocates among your customers and via social channels

Various ways to energize Brand Advocates to recommend products and services to their colleagues

How to track leads and sales as a result of Brand Advocate recommendations Success stories from top B2B companies that are turning their Advocates into powerful marketing forces today

Rob Fuggetta Founder/CEO Zuberance

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.

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.

Social media continues to draw tremendous buzz. Technology and platforms are constantly evolving. Laws and regulations are rapidly changing. Running a successful social media promotion requires engaging multiple groups across the company—and this includes legal! Bringing in legal at the last minute can be a recipe for disaster. In this time-sensitive space, what can you do to get the legal team on board with your social media plans?

Attend this session to learn how to create a cohesive and positive relationship between marketing and legal as well as other important groups across the company. Gain a better understanding of legal’s role and why it is vital to engage them in the beginning. This session will also cover lessons learned, best practices and trending legal topics for you to share and implement with your legal department. The goal is to provide you with information and tools to help you bridge the gap with legal and produce a rewarding and legally compliant social media program.

Aparna Dave Senior Counsel Wells Fargo & Company

According to a recent study published by Digital Brand Expressions, 78% of those interviewed said their company uses Social Media. Of those 78%, only 41% have a strategic plan in place specifically for Social Media and 60% of companies are flying blind when it comes to Social Media.

If your company struggles to turn social data into business intelligence, you understand that a high-level overview of what’s being said is no longer enough. The most successful companies have learned how to dig deeper into social data, listening to their customers and driving demand plans, product development and marketing campaigns. But how did these companies create actionable insights from social data?

In this session, Rob Bailey, CEO of DataSift has identified the seven key social media insights companies are using to increase ROI and will share real world examples, including how to:

Use demographic data to develop targeted messages that work

Serve your customers better by understanding what they ‘Like’

Use public sentiment to forecast demand and predict coming trends

Reach prospects before they commit to a competitor

This is a session you can’t afford to miss.

Rob Bailey CEO DataSift

Amy Gilmer Social Media Stella and Dot

Social media, everyone is doing it, and you finally decided to join them. You've got a Facebook page, a Twitter handle, and you have even managed to create some cool pinboards. Then your boss sends you and email that asks, "what is the value of all of this?" So, in an effort to help you keep your job, I will walk you through some no-cost, no-sweat methods for measuring the impact of social media on your business. You'll walk away with some tools and processes you can begin using immediately, including information on:

Defining relevant metrics and KPIs

Sources for data

Facebook Insights

Earned media

Google Analytics

Excel dashboards

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Dan Soschin Associate Vice President, Interactive Marketing American Public University System

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 Vice President, Legal and Business Affairs and Associate General Counsel Warner Home Video

The pace of innovation in media, marketing and emerging web has reached an inflection point. Never before have clients and customers had more access to information about your business from such a diverse range of sources. If you want to keep up, it's time to evolve not just your marketing but your business and culture. In this discussion, Alex Jacobs explores new ways to embrace the hyper connected networks of customers and leads to win in today's world. Attendees will walk away with a better understanding of how to craft content for their target audiences, transform their workforce into a network of brand ambassadors, and find/mobilize tools that will amplify their brand messages. Marketing and sales has always been about relationships - now it's about the network.

Alex Jacobs Vice President/Director, Social Marketing, Digitas

Content is static unless you 'do' something with it. Social media is the power tool that can super-charge your content and get it in front of the audience you seek. The key is to have a strategy and put the energy behind it that is needed.

Victoria Hares Director of Audience Development PR Newswire

What sets a wildly successful social marketing strategy apart from the rest of the pack? Wildfire analyzed 10,000 social campaigns looking for the answer. The distinguishing factor? Brand advocates.

Best-in-class social brands have fans who advertise for them. These advocates drive word of mouth to generate 2x the reach, 3x the engagement, and 10x the fan growth of other brands. Join Wildfire’s Industry Strategist, Stephanie Brookby, as she draws on Wildfire’s experience powering over 250,000 campaigns to share best practices for finding and nurturing those super sharers that drive your word of mouth marketing.

Stephanie Brookby Social Media Strategist Wildfire Interactive

Every marketing executive in the world has heard that the days of interruptive advertising are over and we are in the social media era. Tweet. Share. Listen. Engage. But too many otherwise intelligent people have swallowed the promise of social media like it is a turn-of-the-century, cure-all tonic. Marketing rules still apply. Common sense still applies. Demonstrating value still applies. And managers still need to be in charge, not interns. Learn how to leverage the power of social media for your brand with everyone watching, so you don’t have to pack your bags and leave town in the middle of the night.

Are social networks part of your marketing strategy? Is so this is a must-attend event. Kathryn, a Senior Marketing Counsel for Unilever, will cover the current legal issues that may arise when incorporating social media into your advertising campaign and marketing strategy using recent NAD and FTC cases. Kathryn will cover specific examples using Facebook like-gated promotions, Pinterest, Twitter covering issues issues like user-generated content, adequate disclosures, testimonials, endorsements and more!

Kathryn Farrara Senior Marketing Counsel Unilever

Gahlord Dewald President/Janitor ThoughtFaucet

BJ Emerson Vice President of Technology Tasti D-Lite 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 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

Matt Toomey President and Co-Founder LocalGrüv

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

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.

Natalie Bering Account Manager PR Newswire

Victoria Hares Director of Audience Development PR Newswire

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

Angela Bandlow VP of Marketing Extole