Corporate social media summit Agenda

Corporate social media: best practice for establishing social media strategy, managing your reputation and measuring valueA 2-day business conference for corporate communications and marketing professionals15 – 16 June 2010, New York City > www.usefulsocialmedia.com

Corporate social media: best practice for establishing social media strategy, managing your reputation and measuring

value

A 2-day business conference for corporate communications and marketing professionals

15 – 16 June 2010, New York Citywww.usefulsocialmedia.com

DAY ONETHEME ONE HOW TO ESTABLISH AND PROGRESS YOUR INTERNAL STRATEGY ON SOCIAL MEDIA USE

08.45 – 10.00 CHAIRMAN INTRO

SUPER-PANEL: How to scale up your activity into a comprehensive, company-wide and well-defined strategic effort

Transforming your social media strategy from an ad hoc series of messages from a few disparate employees into a well-managed, well-measured and effective plank of your communications and marketing strategy is difficult.

Even the most social media-savvy companies are struggling to transform their approach to social media into something truly strategic.

In this session, attendees will examine different approaches to creating a company-wide social media strategy - and learn more about how to implement one in their own business. We will cover:

From toe in the water to full-body immersion - The difficulties - and opportunities- in making social media a fully fledged, effective and integrated part of company strategy

Are they Centres of Excellence or Inaccessible, Irrelevant Silos of knowledge? How to you manage social media expertise across your business?

What do you want to transform into? How to determine what your social media strategy should look like

Nokia, Laurie Armstrong, Director of CommunicationsCiti, Paul Butcher, Head of Digital MediaPepsiCo, Josh Karpf, Senior Manager, Digital Media Communications Moderated by Kelly Feller, Intel

10.00 – 11.15 Leverage the power of your employees and turn them into effective brand ambassadors

As a communications/marketing professional, you're well aware of the power of your employees to act as truly influential brand ambassadors. Well, social media has just increased their influence many times over.

An engaged - and social media savvy - employee base will be a huge advantage to your marketing and communications campaigns. In this session, we will investigate how social media enables you to capitalise on the dormant power of an existing asset.

Designing the rules of engagement: best practice tips on establishing the 'rules of the game' for employees using social media - keeping

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them involved whilst retaining control Taking the next step: Going from a set of social media rules to a set

of active brand advocates - how to turn your people from employees to ambassadors

What to do when an employee mis-steps - crisis management and the re-evaluation of priorities

SunLife, Steven Gangbar, Director of Social MediaGeneral Motors, Connie Burke, Communications Manager, Social MediaThe World Bank, Sameer Vasta, Senior Social Media StrategistModerated by Rohit Bhargava, Ogilvy

11.15 – 11.45 NETWORKING COFFEE BREAK11.45 – 13.00 Integrate social media into your marketing mix – and fully leverage social’s

power It's 2010 - we know that social media tools can enhance your marketing and communications strategy. And yet social media is still all too often seen as the black sheep of the family - ignored, and not integrated fully into a businesses marketing mix. It's something that must change if a company is to reap the full benefits of social media.

In this session, our experts will give you essential insight on how to comprehensively integrate social media into your company’s marketing mix.

Changing a winning formula - for the better: How to add social media to your existing marketing/communications strategy without decreasing activity in areas of proven effectiveness

How cheap is social media, really? Determining the cost - in time and money - of increased social media activity

Discover how to establish a consistent message over all your marketing channels - whilst coping with the informality necessary in social media

Interface Americas, Steve Arbaugh, Vice President of Brand Alignment and ExperiencePowered Inc, Aaron Strout, Chief Marketing OfficerVirgin Mobile, Lisa D’Aromando, Social Media and Communications ManagerModerated by Kelly Feller, Intel

13.00 – 14.15 NETWORKING LUNCHTHEME TWO HOW TO LEVERAGE SOCIAL MEDIA TO BETTER CONTROL YOUR REPUTATION ONLINE AND

OFFSET INEVITABLE RISK



14.15 - 15.15 Reputational risk: How to spot early warnings of trouble for your brand

You've all heard the horror stories – “United Breaks Guitars” and “There's a Comcast Technician Asleep on my Couch” to name just two. Rest assured there will be plenty more.

Whilst it might be impossible to completely remove the chance of a social media nightmare - you can guard against it. And if it happens, you can learn how to respond in the best possible way.

In this session, we'll investigate:

How to identify the warning signs - when should you start getting worried What to do when disaster strikes - how to use social media to respond

effectively Establishing systems to both guard against social media faux pas, and deal

with problems quickly and effectively Network Solutions, Shashi Bellamkonda, Director of Social MediaRainforest Alliance, Jennifer Vogel, Communications Manager, US & CanadaModerated by Bill Tolany, Whole Foods

15.15 – 16.15

Understand and fully utilize the wealth of data social media delivers

Social media generates a huge amount of data - all of which can be used by the savvy Communications/Marketing Director to evolve and improve brand strategy.

In this session, we will look at how you can best analyse the data social media engagement will provide for you, and how to then incorporate that data into brand strategy decisions going forward.

What good social media analysis can teach you about your customers

Using the data: How to incorporate social media analysis in decisions on brand strategy going forward

How to present this new type of data to your stakeholders with clarity - and engage the rest of your team with your new strategy

Intel, Kelly Feller, Senior Social Media StrategistSiemens, Stefan Heeke, Director of Online MarketingModerated by Bill Tolany, Whole Foods

16.15 – 16.45 NETWORKING COFFEE BREAK16.45 – 17.25 CASE STUDY: Best practice for using Twitter to achieve your communications

and marketing goals

A few stats on current Twitter use:

At the current rate, Twitter will process almost 10bn tweets in 2010 44% of people have recommended a product via Twitter. 73% of the Fortune 100 have a Twitter account..

The poster child of social media in 2009 is now an essential communications and marketing tool.

In this frank and practical discussion, Samsung – a major corporate Twitter success



story - will set out how they approach using this tool.

You’ll learn how they focus their Twitter use to derive the maximum benefit from this exciting addition to the communication professional’s arsenal.

Samsung Electronics, Esteban Contreras, Social Media ManagerModerator TBA

17.25 – 18.05 CASE STUDY: Take advantage of location-based social networks to better engage with potential customers

The current flavour of the month amongst social media 'gurus' is Foursquare' - a location-based social network allowing people to 'check-in' at stores, bars, restaurants etc - and tell people about it.

Already, forward-thinking brands are using Foursquare to better engage with potential consumers. Warner Brothers used the service to publicise their film 'Valentine's Day' through tailored badges, tips and to-dos on the site. Domino's is offering one free pizza a week to people that 'check-in' the most at each of their branches.

Topics

Foursquare, Buzz, Loopt, Gowalla, Yelp - the differences between the leading location-based networks, and how they impact you

Tactics for leveraging location information to create targetted marketing and communications

Is free coffee enough? Are location-based discounts the best use of this new tool, or can a more immersive experience be designed?

Loopt, Alice Lankester, Vice-President, MarketingModerated by Anna O’Brien, Social Media Manager, Citi

18.05 – 19.45 NETWORKING DRINKS RECEPTION

DAY TWO08.45 – 10.00

Conversation skills: How to win friends and influence people

83% of B2C companies have a social media presence. It’s an accepted requirement for the successful marketing and communications departments.

And yet there is huge variety in the quality and usefulness of these social media presences. Social media is fundamentally a conversation. And some brands on social networks just aren’t making good conversation.

In this session, we will discover all the conversational skills you need to make sure your social media presence pays off for you.

Choosing when to converse: You can't talk to everyone - how do you identify the best people to engage with?

Where should you do your talking? How to decide which social network best fits your communication goals



Effective engagement: Strategies and tips on how to have a conversation that gets results

Whole Foods Market, Bill Tolany, Head of Integrated MediaMcDonald’s, Heather Oldani, Director, US CommunicationsModerated by Shirley Brady, Editor, Brand Channel

THEME THREE HOW TO ESTABLISH SOCIAL MEDIA VALUE FOR YOUR COMPANY - AND THEN MEASURE WHETHER YOU'RE GETTING ANY

10.00 – 11.00 Key Performance Indicators: How to define the value of social media for your business

“A lot of marketers just want to start using Facebook or Twitter right away without thinking about how. But setting objectives is crucial for success in this space.” Sean Corcoran, Social Media Analyst, Forrester Research

You want to use social media. You know it will enhance your marketing and communications. You want to measure your success. But before you can measure anything, you need to define what you want to measure.

In this session, attendees will learn how to set tailored objectives to measure their social media progress:

What does 'value' mean for you? How to establish realistic goals to work towards

Instigate key performance indicators that are relevant to your own social media strategy

Sony, Christina Stahler, Head of Consumer InsightsMars Petcare, Lisa Foley, Manager, Interactive Marketing and CRMModerated by Bill Evans, SVP and Partner, Fleishman Hillard

11.00 – 11.30 NETWORKING COFFEE BREAK11.30 – 12.30 ROI: Assess its importance and discover its effectiveness as a social media

metric

Determining the ROI of social media is something of a holy grail. Innumerable hours have been spent trying to attribute dollars and cents to value of a company's social media activity.

But there is a larger question, which is increasingly being asked. Is ROI a useful social media metric? Many experienced corporate social media practitioners are dismissive of its usefulness.

In this session, two seasons social media experts debate the value of ROI as a social media metric:

The advantages of striving to find a social media ROI - and some tactics to find it

Missing the point: The risks inherent in attempting to ascribe monetary value to your social media effort

How to convince your board of the value of social media - without ROI information

Intuit, Firouzeh Murray, Group Marketing Manager, Small Business DivisionFleishman Hillard, Don Bartholomew, Vice-President, Digital ResearchModerated by Shirley Brady, Editor, BrandChannel



12.30 – 13.20 Social media metrics: How the communications/marketing executive can effectively measure success

Social media is enormously complex, and a large social media marketing and communications campaign can provoke more ripples than you could ever hope to count.

The difficulty for the communications and marketing professional is not measuring the impact of social media – it is deciding what to measure. You could spend 100% of your time measuring the multitude of impacts social media can have on your business.

How do you cut down time spent and focus only on the essential metrics that can be of real value to your business?

In this session, we’ll show you how.

Do 2,000,000 fans matter? The limitations of sticking with quantitative measurement

Moving beyond basic numbers: An in-depth look at where to look once you have a handle on the followers and fans

Sentiment analysis - real-life examples of it's use, and how you can take advantage too

Sears, Michelina Mantas, Director of Digital and Social MediaAwareness Inc, David Carter, Chief Technology Officer and Co-FounderModerated by Marshall Sponder, Web Metrics Guru Blog

13.20 – 14.30 NETWORKING LUNCH14.30 – 15.15 CASE STUDY: Extracting maximum value from YouTube – the Johnson &

Johnson story

YouTube offers a unique opportunity for business to connect with communities through rich media.

In this session, Johnson & Johnson, the pharmaceutical giant, will discuss how they have leveraged YouTube to produce measurable success.

In this last of our Case Study sessions, J&J’s Director of Video Communications will give you a unique insight into the company’s approach to YouTube – and what you can learn from their years of experience. Johnson & Johnson, Robert Halper, Director, Video CommunicationsModerated by Greg Verdino, Powered

15.15 – 16.15 Crowdsourced conclusions: 10 key learnings from the Corporate Social Media Summit

In this innovative closing session, you are the expert.

Our experienced moderators will draw out the themes, the best practices and the key takeaways from the conference. And they will do so by turning to those best qualified to define them - you.

Ogilvy Rohit Bhargava, SVP



Brand Channel, Shirley Brady, Editor
