Get exclusive insights and best practice examples on:

• How to design and implement a social media strategy specifically tailored to your business

• How to establish social media value for your company – and measure whether you’re getting any

• How to effectively engage consumers and employees to manage your reputation and control risks

• How to understand the nuanced European market – and leverage that knowledge for better marketing and communications

OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!

An event exclusively focused on the needs of business:

of our 20+ speakers are drawn from big business

of topics covered were requested by corporate communications and marketing executives

of our 14 workshops deal with corporate social media issues, risks and opportunities

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Get exclusive insight from our senior corporate speaker lineup including:

AND MANY MORE!

The European Corporate Social Media Summit

How to use social media to enhance marketing and communications; engage consumers; and boost profits

Two-day business conference, 17-18 November 2010The Regent’s Park Marriott Hotel, London usefulsocialmedia.com/europe

“ No matter where your social media program is at, you will take away useful information to help you with it” Mark Davis, Director of Corporate Relations and Media, Union Pacific Railway

First DirectPaul SayHead of Marketing

VodafoneAileen ThompsonDirector of Communications

ToyotaColin HensleyGeneral Manager of External Affairs

PepsiCoNicki LyonsHead of Media Relations

UmbroStephen CorlettHead of Brand Communications

Royal Dutch ShellStuart BrusethVice-President, Global Media Relations

DellStuart HandleyDirector of Communications

Dear colleagueSocial media has changed the way that business does business.

Perhaps the most radical change (or is it evolution?) is being faced by marketing and corporate communications professionals.

If Facebook was a country, it would be the third most populous on earth - behind only China and India. Europe has 402 million internet users. More than 60% use social media on a regular basis. 44% of people recommend products via Twitter, and 34% have searched online for a product after seeing an advertisement on a social media site.

The conversation about your brand is happening – whether you’re involved or not. Your consumers are out there, and social media offers you unique opportunities to go out and talk to them.

The numbers add up. That’s why 90% of the FTSE100 have a Facebook page. Why 88% of the European Fortune 100 have some form of social media presence, and over 70% have a Twitter page.

And yet there is still an awful lot to learn.

Only 25% of corporate Twitter accounts actually respond to other peoples’ tweets. Only 38% of corporate Facebook pages have any interaction from consumers. Whilst 9/10 client marketers agree it would be unwise to ignore social media, 63% don’t have a social media strategy.

Hardly a sign that business is taking full advantages of the opportunities social media offers, is it?

And remember - the challenges in Europe are significantly more complex than anywhere else in the world. Different regions have different approaches and responses to social media - making your job harder.

If you don’t know your Tuentie from your Skyrock, your StudioVZ from your Vkontakte, then you won’t take full advantage of the European social media landscape.

The European Corporate Social Media Summit will allow you to do just that.

There’s only one conference out there that focuses exclusively on the social media opportunity and risks faced by business. It’s the only conference where 100% of our speakers are practitioners from within big corporations. It’s the only conference where every topic has been suggested by your communications and marketing peers. It’s the only conference that examines in detail the particular challenges faced by British, French, German, Spanish companies.

If you’re an executive working in communications/marketing for a large business in Europe, this is the conference you’ve been waiting for.

We offer senior, experienced speakers from companies like Cadbury, Honda, Vodafone, Citi, PepsiCo and DHL. So you’ll get in-depth insight and practical advice from people who have been there, done it, and been successful.

Our tightly focused agenda, divided into four key themes, will give you the skills, knowledge and best practice examples you need.

And with 12+ hours of unrivalled networking opportunities, you’ll have plenty of time to share problems, learn from your peers and establish your own personalised support network. Our last conference brought together 170+ attendees, 60% of whom were from the corporate world.

There is no-one else out there that can offer such a resolutely corporate-focused social media conference.

I hope to see you in London in November!

Kind regards,

Nick Johnson Useful Social Media

6 excellent reasons why you must attend this Summit:

1 Targetted, relevant learning - an exclusively business-focused conference agenda, created after 3 months of research with senior communications and marketing executives

2 Be part of a dynamic learning community - 150+ senior marketing and communications expected to attend and share knowledge

3 Practical insights you can use - Best practice and practical examples from over 20 large corporations

4 Open discussion on the biggest issues - every session has discussion built-in, and we also offer 12+ hours of networking time

5 An independent forum - we’re not here to sell you products or services. We’re entirely independent, and our agenda delivers a well-balanced, innovative and informative briefing to allow you to make the best decisions for your business

6 Measure the results - get social media progress packaged and delivered in a language that your Finance Director can understand

Meet 150+ corporate social media executives:

“ I definitely learned a lot from the amazing folks you had on board” Lisa D’Aromando, Social Media Manager, Sprint

25 Executive/Consultant/Assistant

24 Senior Manager/Manager – Marketing/Comms/Brand

14 Board/CEO

15 Senior Manager/ Manager - Social Media

45 Director/Head of Dept/Senior Director

17 Senior Manager/Manager - Other

31 Vice-President/Senior Vice-President

What makes this event better than all the other social media conferences out there?

Simple. An exclusive focus on businessToo many events in this area are populated by ‘social media gurus’ (read service providers and consultants) as speakers, and discuss ‘social media issues’ in the broadest possible terms.

They’re barely relevant to a corporate audience at all.

The Corporate Social Media Summit is different. Why?

• 3 months of research with big companies, like Intel, Starbucks and Toyota have ensured we know exactly what business needs when it comes to social media use

• Exclusively corporate speakers - with representatives from big companies like Opel, Vodafone, DHL, Cadbury, Honda and PepsiCo

• A tightly-focused agenda - dealing with the biggest issues facing your company. Areas covered include:

• Designandimplementasuccessful social media strategy for your business

• Howtodefineandmonitor social media success-measurement,metricsandKPIs

• Bestpracticetocontrol your reputation online,spotopportunityandoffsetrisk

• Understandandleveragethekeycharacteristics of European social media

• An emphasis on practical, measurable strategies for business

• An audience of corporate communicators and marketers

– not consultants and service providers

The brightest minds in European corporate social media - all under one roof!

PepsiCo Nicki Lyons HeadofMediaRelations

Umbro Tom Burrow Headof DigitalCommunications

UmbroStephen Corlett Head ofBrandCommunications

Danske BankThomas HeilskovSocialMediaManager

DellStuart HandleyDirectorofCommunications

Jamie Oliver Ltd Monisha Saldanha HeadofOnline

Honda Motor Laura Price SocialMediaManager

Vodafone Aileen Thompson DirectorofCommunications

Citi Amy Kornbluth HeadofEmployeeand ClientCommunications

ShellJamie Walls Vice-PresidentofCommunications(UK)

DHL Christian Maybaum GlobalSocialMediaCo-Ordinator

Toyota Colin Hensley GeneralManager,ExternalAffairs

Opel Vijay Iyer HeadofSocialMedia,BroadcastandVisualisation

First Direct Paul Say HeadofMarketing

BMI Callum Adamson Head ofSearchandSocialMedia

THEME ONEDesign and implement a successful social media strategy for your business

Create the right environment for social media in your company: internal organisation, structure and strategy80% of the effort it takes to launch a community and do it right is internal resources, staffing and processes. Only 20% is actual implementation” Jeremiah Owyang, Forrester

As a senior manager with an understanding of the power and utility of social media, you must ensure that your company’s internal organisation evolves to meet the needs of a new, fast-moving and conversational environment.

A company cannot succeed in this new world with legacy internal structures. You must develop an internal organisation that is responsive to this new environment and is equipped to achieve your key social media objectives.

• The internal organisation that works for your company: Evaluate risk and opportunity of a collaborative knowledge-sharing approach, vs the establishment of a ‘centre of excellence’

• How to define key roles and responsibilities across a variety of teams and fiefdoms, and establish a strategy that works across the company to deliver key social media objectives

• The European angle: How do you reconcile the (usually more advanced) US strategy and mindset with the needs and demands of a complex European audience?

Toyota Colin Hensley General Manager, Public Affairs

Danske Bank Thomas Heilskov Social Media Manager

C A S E S T U D Y

How Dell use Twitter to achieve their communications and marketing goalsA few stats on current Twitter use in Europe:

• Twitter currently handles over one billion tweets every month

• 44% of people have recommended a product via Twitter

• Dell have made over $6.5m directly from Twitter

Twitter is now on of the most mature social networks, and represents a huge opportunity for your company to engage consumers, spread messages and do great marketing.

In this frank and practical case study, Dell – a global leader in using Twitter for better marketing and communications – will discuss how you can learn from their experience, and use the micro-blogging service to enhance your own marketing and communications strategy.

Dell Stuart Handley Director of Communications

Transform your employees from social media liabilities into effective brand ambassadors

As a marketing and communications executive, you’ll already know just how influential your employees can be as authentic brand ambassadors.The advent of social media has just increased that influence many times over.

A social-media aware and engaged employee base is absolutely critical for your social media success. With their buy-in, and good training, you will not only significantly reduce the risk of social media disaster, you will also create a group of people willing and able to influence your reputation and spread marketing messages with great results

• How to develop and implement the ‘rules of the game’ for your business: Who should write them, who should police them, what should they say?

• Take the next step: Move from simply having a set of rules to to a set of active brand advocates – tips and tricks for enhanced engagement

• What happens when an employee makes a mistake: Crisis management and the re-evaluation of priorities

Citi Amy Kornbluth Head of Employee and Client Communications

Add social media to your current marketing strategy efficiently and successfully500 billion minutes are spent on Facebook every month. Over 40 million Tweets are sent per day. 24 hours-worth of video is uploaded to YouTube every minute.

In the face of all that, it’s pretty obvious that social media is huge – and is an unavoidable part of any comprehensive marketing strategy.

And yet social is still too often the black sheep of the family – ignored and tacked on to existing marketing campaigns. Doing so infinitely weakens its potential impact. In this session, discover the power of the true integration of social:

• Change a winning formula – for the better: How to ensure that social is complimentary, not harmful, to your existing marketing and communications strategy

• Tactics on how to interweave the online and offline worlds within your marketing campaigns – from companies that have been there and done that

• How cheap is social media, really? Determine the cost – in time and money – of increased social media activity

bmi Callum Adamson Head of Search and Social Media

THEME TWOHow the European social media director can control reputation, engage consumers and have effective conversations

Understand the nuanced European social media landscape and create a strategy that addresses key differencesHave you heard of Skyrock? Studio VZ, Tuentie or Vkontakte? They’re some of the biggest social networks in France, Germany, Spain, and Russia respectively. If you don’t knowabout them, and use them, you’re missing out.

You not only need a handle on the different networks, but on the different cultural responses to social media in different countries.

European social media presents a very different set of problems to the US version. With different languages, cultures and social networks, there’s a lot of added complexity.

In this session we’ll equip you with a clear understanding of the ‘social media landscape’ across Europe, and identify key knowledge you need to ensure your European social media campaign is a success:

• Spot the difference: how social media interaction differs between the USA and Europe. What should you bear in mind before launching a campaign on this side of the pond?

• Tips for targeting: Is it possible to create a social media campaign that addresses all of this fragmented audience? Or do you need a fragmented campaign, too?

• Design and implement a social media strategy that works throughout different European regions

DHL Christian Maybaum Global Social Media Co-Ordinator

Honda Motor Laura Price Social Media Manager, Fleishman Hillard

Use the data generated by social media to spot opportunities and inform wider brand strategyOne of the great benefits of social media interaction is the sheer volume of content, data and information generated. The savvy social media executive can use this data to fine-tune marketing campaigns, monitor reputational changes, spot opportunities and even influence future brand strategy.

In this session, we’ll discuss best practice tips for analysing the data created by social media engagement – and then we’ll discuss how to incorporate that data into brand strategy decisions going forward:

• Handle, manipulate and process the vast amounts of data that social media engagement will generate

• Spot patterns and trends that could be beneficial for your business

• Set-up your company/strategy/department to be responsive enough to quickly move on opportunities identified

Speakers to be announced shortly

The earlier you book, the less you pay: Register by the 10th September to SAVE £350!

DAY ONE 17 November 2010

The European Corporate Social Media Summit, Londonusefulsocialmedia.com/europe

Conversation skills: How to win friends and influence people83% of B2C companies have a social media presence. It’s an accepted requirement for the successful marketing and communications department.

And yet there is a 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 conversation 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?

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

• Ghostwritten: Is it better to hire in an agency to run your social media presence and do the talking for you? What are the risks of this approach?

Jamie Oliver Ltd Monisha Saldanha Head of Online

Cadbury Joy Armitage Head of Interactive

Protect your brand – use social media to identify problems, spot upcoming issues and manage your reputation onlineYou’ve heard the horror stories – “United Breaks Guitars”, Habitat and hashtags, Nestle, palm oil and Kit Kats.

Whilst social media presents many opportunities for the marketing/communications professional, there are also some very real risks. While it might be impossible to completely remove the chance of a social media nightmare, you can guard against it. And if it does happen, you can learn to respond in the best possible way:

• Equip your social media team to spot upcoming problems before they become crises

• What to do when disaster strikes – how to use social media to respond effectively

• Establish a system to guard against social media faux pas from your employees

Vodafone Aileen Thompson Director of Communications

Shell UK to be determined Vice-President of Communications

THEME THREEHow to define ‘social media success’: Measurement, metrics, monitoring and KPIs

Determine what success means for you: Create appropriate KPIs and benchmarks tailored to your business objectivesYou know social media is huge. You know it’s an essential for the forward-thinking Marketing/Communications Director. But how do you know whether you’re doing it right? What is ‘successful social media’ for you?

It’s different for everyone. Should you aim for 1,000 retweets, or an increase in traffic of 10% to your homepage? Should you look for a growth in Facebook likes? Or a growth in special offer redemptions? Should you set target interaction levels at 1%, 3% or 10%?

Without setting extremely clear, measurable social media goals, you run the risk of wasting huge amounts of time – and money. In this session, we’ll investigate how to establish goals, benchmarks and KPIs that speak directly to your business:

• The first step: What is ‘success’ for your company? Clarify and set key objectives that tally with your overall marketing and communications goals

• Understand and utilise key cross-industry benchmarks to put your efforts in context and track success

Opel Vijay Iyer Head of Social Media, Broadcast and Visualisation

Track your impact: Understand the metrics and measurement tactics available to youThere are hundreds of social media metrics available to you. Some will help you identify success. Some will cloud your judgement and give you a false sense of progress.

Should you be measuring tweets about your brand, or retweets of your message? Should you measure Facebook likes or interactions on your page? Is an increase in traffic to your homepage better than an increase in time spent on your site? What’s more useful for you – qualitative or quantative data? In this session, learn:

• How should you measure success? What metrics are available? What insights do they offer you?

• Link your metrics to your business goals

• Defining a metrics strategy that helps measure all the different social actions that contribute to impact

Speakers to be announced shortly

C A S E S T U D Y

How Foursquare can be a fundamental part of your marketing and comms strategyFoursquare is only just over one year old, and is already the bright young thing of the social media world, with over half a million users and an awful lot of press coverage.

But how useful is it for your marketing and communications strategy?

In this session, you’ll get practical advice on how the newest network is relevant to your business – and tips on how best to use it.

Umbro Tom Burrow Head of Social Media

Umbro Stephen Corlett Head of Brand Communications

ROI: Assess its importance and discover its effectiveness as a social media metricROI is critical, right? If you don’t have a handle on ROI, you don’t know how well your marketing is doing, right?

But – in the post social media world – is that really true?

Determining the ROI of social media is something of a holy grail. Innumerable hours have been spent trying to tie euros and pounds to a company’s social media activity.

But is this the right way to spend your time? Many experienced corporate social media practitioners are dismissive of the usefulness of ROI in assessing a social media campaign’s effectiveness.

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

• The advantage of striving to find a social media ROI – and some tactics to do just that

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

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

Speakers to be announced shortly

The only social media conference designed exclusively for a corporate audience!

DAY TWO 18 November 2010

Solution and Service Providers – ever find yourself asking these questions?• WherecanIfindnewcustomersformysocialmedia

analyticsproductsandservices• Whichemergingchallengeswilloffermybusinesslucrative

opportunitiesgoingforward?• Whichpartnershipswillallowmetotakemysolutionsinto

newmarketsandaddsignificantlytomybottomline?

Wellasknomore!SecureasponsorshiporexhibitionpackageattheCSMSummitandyou’llbeguaranteedtomeetanddobusinesswithourfocusedandsenioraudienceofcorporateexecutiveswitharesponsibilityforsocialmediastrategy- allofwhomneedyoursolutionsandservices!

TheCorporateSocialMediaSummitoffersanexcellentrangeofsponsorshipandexhibitionopportunitiestosuiteveryneedandbudget.Wecanliterallytailor-makeasponsorshippackagetoyourneeds-meaningyouspeak,buildyourbrandororganizemeetingswiththeleadingfiguresintheCSMspace.DonotmissoutonthisunrivalledopportunitytodobusinessandsecuresalesfromtheCSMindustry!

Contact or email Andrew Bold today: Call +44 (0) 20 7375 7188 or email andrew.bold@usefulsocialmedia.com

Don’t just take our word for it...

“It was a very well organised event and the quality of the participants was good – mainly corporate and not all agency/vendor like a lot of conferences.”Paul Butcher, Head of Social Media, Citi

“I normally find social media events frustrating - they don’t provide content on my level. This event was different. I learned new things... because of the real world experience and expertise.Kelly Feller, Senior Social Media Strategist, Intel

These two days have provided me with far greater insight into the “Do’s” and “Don’ts” of social media”Jill Jacoby, Director of Marketing Technology Strategy, Prudential Insurance

“I now have a clear benchmark of where we are and where we need to be, and what resources we need to get there”Catherine Herman, Vice-President of Communications and Marketing, University at Albany

Our 5 Guarantees to you: You will leave the summit with:

1 A roadmap for action: practical steps for your company to move confidently towards strategic social media use

2 A clear understanding of the strategies of leading companies and what you need to take your place amongst them

3 Benchmarks from some of the biggest brands practicing corporate social media today

4 New relationships with a highly targetted, senior set of peers

5 Insights from the most dynamic figures at work in corporate social media today

Who will you meet?Previous attendees include representatives from:

Vice-President - Innovation and Strategic Marketing, Hertz

Director - Social Media, American Express

Director - US Communications, McDonald’s

Vice-President - International Public Relations, Polo Ralph Lauren

Director - Online Marketing, Siemens

Director - Corporate Communications, Amazon.com

Director - Strategic and Digital Communications, BAE Systems

Senior Manager - Marketing, Canon

Director - Corporate Affairs, Halliburton

Senior Manager - Brand PR, General Mills

Chief Planner, Panasonic

Director - Direct Sales and Distribution, Air France

Senior Manager - Digital and Social Media, Frito Lay

Director - Marketing Services, CadburyHead of Consumer Insights, Sony

Social Media Manager, Samsung Electronics

Social Media Manager, Mars

PR Manager, Microsoft

Senior Manager - Corporate Communications, Timberland

Director - Corporate Digital Comms Strategy, Pfizer

Senior Manager - Digital Media Communications, PepsiCo

Communications Manager - Social Media, General Motors

Director - Editorial Services, Merck

REGISTER NOW IN 3 EASY STEPS

EUROPEAN CORPORATE SOCIAL MEDIA SUMMIT, 17-18 November 2010The Regent’s Park Marriott Hotel, London

1 Choose Your Pass

Premium • Accesstoallsuper-panels,workshopsandcasestudies

• Networkinglunchandcoffeebreaks

• Eveningdrinksreception

+ MP3s of every session at the conference

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• Networkinglunchandcoffeebreaks

• Eveningdrinksreception

+ Access to presentation slides post-conference

Book by 10th September £895 SAVE £350

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Full price £1245

Book by 10th September £1045 SAVE £350

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3 Register Your Place

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TERMS & CONDITIONSPlacesaretransferablewithoutanycharge.Cancellationsafter17thSeptember2010 incuranadministrativechargeof25%. Ifyoucancelyour registrationafter22ndOctober2010wewill beobliged tocharge the full fee.Pleasenote – youmustnotifyUsefulSocialMedia inwritingof acancellation,orwewillbeobligedtochargethefullfee.Theorganizersreservetherighttomakechangestotheprogrammewithoutnotice.AllpricesdisplayedareexclusiveofVATunlessotherwisestated,butVATwillbecharged,whereapplicable,attheprevailingrateontheinvoicedateandtherelevantdetailswillappearontheinvoice.NB:FULLPAYMENTMUSTBERECEIVEDBEFORETHEEVENT

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20+ Hours of NetworkingMeetingkeyfiguresfromwithintheindustryinpersoncanbeaninvaluableexperience.Weknowthataformidablechunkofyouhavenetworkingasyourprimaryreasonforattending.TheSummitisdesignedtomaximizenetworkingtime-withhighlightsincludinganetworkingpartyonthecloseofdayone-June16th.Over20hoursofapplieddiscussiontimewilltakeplaceoverthe2days.You’llalsohavethechancetoarrangemeetingswithotherattendeesbeforetheevent.

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Part of the FC Business Intelligence GroupAspartoftheFCBusinessIntelligencegroup,wearewell-versedinputtingtogethereffectivebusinessconferences,andhavebeendoingsoforover20years.Inthelastyear,weran115conferencesacrosstheworld.13,345businessexecutivesattendedoureventsinthelastyear.

4 great reasons you should attend this conference:

1 Exclusive insights from our unrivalled speaker line-up: featuring senior representatives from Cadbury, Toyota, Citi, PepsiCo, DHL

and many more!

2 Understand the big picture with our plenary sessions: Multiple high-level panels for enhanced debate on strategic issues

3 Access to best practice examples and benchmarks: 14 practical and interactive workshops on the nitty gritty of corporate

social media

4 Fill your contact book: Build a personalised support network with 12+ hours of networking

with senior marketing and communications executives

of past attendees say they learnt useful strategies and best practice they could take back to the office

Expert speakers confirmed from all these leading companies

OPEN NOW to get a breakdown of all our speakers, an in-depth agenda and insight on who you’ll meet!

Supporting Partners

International Communications Sponsor

The European Corporate Social Media Summit

How to use social media to enhance marketing and communications; engage consumers; and boost profits

Two-day business conference, 17-18 November 2010The Regent’s Park Marriott Hotel, London usefulsocialmedia.com/europe

95%

SM